5 things to look out for in the China luxury market in 2019

Dec 23 , 2018

Michelle Ye, one of the first Chinese key opinion leaders, who has her finger on the pulse of the ever changing mainland market, shot to fame in 2010 by sharing her views about life in a blog, which attracted one million views in just 10 months. Photo: The Luxury Conversation

What can the D&G scandal and other events this year, in the mainland’s ever changing market, tell us about the next 12 months, asks Nick Withycombe

China’s unique and continually evolving market creates exciting opportunities.

Rather than try any crystal-ball predictions, here’s my summary of what this year can show us about the next, and what to look out for.

People in China asked about people in China

D&G – and the backlash over its promotional videos labelled racist and sexist, and anger over subsequent abusive comments by its co-founder Stefano Gabbana – should finally serve as the wake-up call for any brand “not listening” to their people who are in China.

As many of those we’ve interviewed have tried to clarify, your people in China need to have vastly more input into what you do in China.

How can any decision be made – not only in terms of marketing and communications, but any business sense – by those who do not understand a country?

It’s like asking your staff in Beijing to make the strategy for Brazil. Why would anyone do that?