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Cautious Chinese buyers, putting global luxury on notice, divert spend towards homegrown brands

February 12, 2026

Chinese Year of the Horse 2026. Image credit: Shutterstock, Savanevich Viktar Chinese Year of the Horse 2026. Image credit: Shutterstock, Savanevich Viktar

 

By Luxury Marketer Intelligence

Drawing on a survey of 3,000 aspirational luxury shoppers, new research reveals a Chinese luxury market in cautious recovery, where strong confidence coexists with disciplined budgets, growing “local love” for Chinese brands, and a reshaped channel mix in which official and travel-retail formats move to the center.

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NEW INTELLIGENCE

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