China’s Millennials (born 1985 to 1995) and Generation Z (born after 1995) accounted for 34% of discretionary disposable income in 2015, but this is forecast to rise to 50% by 2025, according to the 2017 Chinese Luxury E-Commerce Whitebook report from Secoo, Asia’s largest high-end e-commerce platform, and Tencent, the largest data company in China. The report found that almost half (48%) of luxury shoppers in China were under the age of 30.
Some 42% of Chinese Millennials tend to shop online, according to the report, compared with 34% of Generation X (born between mid 1960s and early 1980s). The average age is now 25. This younger generation is very active online and with social media, with digital media accounting for 76% of their information, while traditional media accounts for only 24%.
Chinese consumers are stepping up their buying of “minority” brands—as opposed to famous and high-profile logos—as they seek more personalized and less mainstream experiences.
The report says the U.S. remains the biggest market globally, accounting for 22% of luxury sales, but China is a close second with 21%.
The report also found that growth in the Chinese luxury market is forecast to grow each year by 4% to reach 617 billion RMB in 2021, ahead of growth in the worldwide market.
Key drivers behind this have included the Chinese government introducing policies to stimulate demand for domestic luxury consumption by reducing import duties on categories such as cosmetics, luggage and apparel.