Research
September 4, 2015
Chinese affluence
By Jen King
While the lower price of luxury goods is certainly a driver for Chinese consumption abroad, brands must understand and anticipate the motivations that lie underneath the surface of purchasing.
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gW6NHiHvFi\/L8+DY5z1M4m7Bn9cXJ8wVYDnEyw61bv06esPvdvq1pPS1KBuJeTSpxoUXfbEncY6qxf5Tw8X5TOjFeYaAtjVUZ0JL+z27Xnvivc9cmUVhApoJ0776m5wLJTg6OoVQXGYqV9DUh5wb5043HXiGYujcaOzdLyRHCYjHYB5uc4H7TgoiDFdECTLH7DPEJvzP8xa53Z4xJu3sQqTwmqwN6vyQioaS6bbeY+5QXHYP4YVRf\/qA+wUvaSDdE4e7vsA2VPEEBAEHBGQiuXcLXo\/PDP0dHiY6Lh782svxUOgbLbapyqV5\/iQV1sIqJecaWYiK\/ekncsj5kYs0bR6QIGeUQ2hZQeIFRt4gQerScXtS+AZNjuE3Z27ikoeHwoi1JeQlBJA69bqLKJGcbnaja1Etgx+nEYhFZ4gFMy\/nJs57vT7+4YnNl\/yLG8+VBGGM2hjVHkK9NI+8809gIgy53L9weF7F0\/6iRug5YB2yRd2km9tb01iCn7O5XZcsg9HBU1cCiHN0PfOnVRbKLb4E0JsBDg2o5VWR9h6ueTUOXSwkG6ea\/jB9dn7fTZz2RekrXp77\/OZ5A7KfZdrTpyQH17zPLnBt83hz1ARgm6kBnZGlKoa3K294D8EzYK4fPcaPCKotFJ08UPsYor1mEhErDWcGeoZ9vP3IuA+3bKraxvYd+PWQjd8mySCMx+4piEJsGHo\/sGxVVIui4ZfY9CDDw8eaMPbNHrfLvmHIWtd92Mo2Ztzr2FUJKut+vvsQ051uqRHdadhHPoKT79RbE73lUjhcoEQ3+nrQm9Bho4n3DrxMbg+iQf42VVeMY4Ra0R4bAi3krrXbr8Br2uy7Ep0SNxq2YHY30YfapUi4cKSOX4qEon64rXOFMawlFSsz0EIvYp6ovkjxNTO2Cr+3AR1BjKyyZBIQdv2kCzYPTYX+ftOfndRXztbnyQI3yh\/I9\/tXj6DsBAXCz32z2oL5\/RRKQLIcrKkBjS1bDrjZIapefg6kdqqFM4OvLV4wcQX+qKHCX9w\/v9yIi9MTcNXPJXzamywxUc\/k4ej7HX6MOZGKzY6\/qXnEAFBJNS93URauvV9ui6KWoQdXGUfT9xM6JQUWrK5w1j9MEVGe+RnCw1NDRDBSzxqNsBZqkaUhogiSm2nYUyFAsEwudHRzyLxywUG+\/plPijm5GDbHx8Z1pqti7PBwjlZxjwmhya8+rYvZqpoj7RzCtCjx5jUNIl8nUPlxoppOkWcOBXcu4fMvY4UlNcs514ExuckT8MYn6ktr9rLwQ6+WIz4fqU9nFv2Bzk4+ehquz6VZPloBKFZzAWlGWr3Hf6\/ZFM724wd8cv2ddejpuMVC3VRwQ4z0pCkSlZMcI8kPO69wdlzdGwblBTh4KiRYqFfOCXmDZ3seqXeFi2DDBp4vpFbjt\/6uQUj0qIuBOffFRwfg3RX4fZa+2YpxdbfUMO2vaUsEJ+vTt9CDcGTFBHxDA9z5VvZHiSt69EOlA\/\/\/ll7gcMh4znrvqlJgU5eCQlF\/\/wI0Go7ea37rayg59ViblTRSCsGeCuZPtAlBMN9puNSmW8cBzH+VCa5RW7JKVmsxJ1sG1bHTpF7NI1VQqcN9YFyehUZvplij78sAUmffREWLkUraWs2x1QzziAlzhaITI1IqdayaTRzGypvZ6E0rVd6QjTw8wkzlQM0quxz5Sres68rjbvBgAiNNJQ3VAfR7BAnqd2Bs8DNkPYCrW\/tjVyT5OFkF073+raZ+ene\/AMCEamGZL8+9UQpAWO37GdVQZWKivzMtvGFtjvd5Y+VUCjwUkzZ2kH+J3Wna5KOv4JoVfZ2Sfw1TGMFaFrrgq85FGCEQv6Ma20laQJ5Gtb46deNqzN1jtEmvgy5W7ByOCIGacTEpMhlOSSJawvMAWN1mw+JNk00lisJToJ4woYyzCJd4eNPzryjLFM\/CLyFoZ\/YNipx5J82dPJ\/YGkuJvViiTEYxNk83yK75cBmN6Sa6WA8vAAxDrh+0ffwdaIw2ioenzSTsMw0Vv74hJu6Ljv6+36npNeesq8LrPyFaaCDgLjorx71EaYGi61IvhIoB8x2DjAio1FjFfSKK2R5rCrW4r3gAcc4WnviJL3uCVXEnrM6bfLRO7ZJixke0hJUXgYusK5\/q4mRZUc96ZAGJU6cW5FgmGa1SNN2c9iqQo8tjMYrG56ffXbLgA6CMSLH1WwWHm1k+jfC8S2e3uX0vC1auMpupzc6WmJ9UyT5V2el\/QXI4sguZKBAWvjmLpjr4BJ41FI3+ixr9LGSe4T23782Guf4V7l7al1IJW8K6MSUI5HxtmMnK6zNXLqF4sHKfwqX31AoTFpCVA37ckHY7QZKiYOV9KVnSIXI+iEUidyXuv886kE73uEAcqksqMRS+BR8QazS1Pgzx0ofGxaF3mJVSkbaHLpBtnARxRHGTpMx7rYb8BLC8pL+OyDICCObHPe3EVcVeIFhWc09viIpc3Nc\/GrFKJX8KPNWQHlHeqrqxLjaCV6J8sCHhl7bo2QCaDlHPx3cpfnnkFYwGRJRF\/bpaOsdJDOVqvQv2fpTBTfi\/LYLsDEwBIUiB4gORAHTrOabNqtC2Zu+eazzTTLGx2hPS5OIC4Ty3EWf+kseRKTdalc95aDMws2fz5pJO2ChckBnpEE8QV3Vvi4TRwTSEvJp1TqkeLvYHa16oVMOukJgpC4yi+0zHvtUBK8LYnt\/hdiBuefCTN3oIH9Mn0P577RAVHbsYeAz3bViPhze013XxVWjv85d4ac1x4MwinWWVVc4Hrw0tWIcX51qjInVsGW5SeZ\/xw35sF\/a0BvwR8tfdxr0xDUrwY7zkaYrtmkKAiZ4cGZ3hDWU\/pOjfEC8LTbdCnxA2FoPsnOkCUHq3yvohnAvXl0srcyY9X2NIlZPGSfF010ex1xlwC24sQSXHbr2DImP2wDcjfqhrPYFIJRpNWU70WFdHEy74afz9mT00pneO4PB\/w12H4AO1Lnr9IKvKetGBZA416s\/8FpZwOR3xbinTp1zjPE32we2LiI3yuLKgv833liM+E9Z\/9QRD4cSGIF5fehb3ZTpNaEiOwXc3dk4QBrASCR+RW7tZZCpMfPogtIK8Z0eYYG6ibweqsf8kFNKgD\/vtNA9InOrls7JJYv0HyobmTJEO\/CAYWfvInXjiksDw6zq2dgC1YBSBYcbCmRAFPLUGUpofRcivCLG43VpqqNMszfXaLM4ZNxP6fuXj3fbje9w8QD6RDK+k48PBOsRrrmFYIhdLfCKkZs3A1jcOHxwaIcan06aWXYVnwMovX9IvOUDgYxcrZE5Iciuq6Ca4GHPbYy7t5PXXeBIzv8FSjc\/KBQv\/gFN7YzTdr5YZhQABqIuR\/Vx3py6PzryKLL6f5tjgjGxw9B9NoH1aasxtcM7w4RCqDHGFGFMk0MgI1HtKoYfVY+ICrxDrfOZIS8ospm+DvWhmxULfRh1gE625lVU+VHCJzztUGpBEqeibWLodAwTK9KbZwljUj2ijVWQRJRP3fK9Y6ctsPKzOyhFO\/8PD\/ZaSDzUaXBa5lICcthOaFEw0W8\/wp+7E6+yJkIwvcl8k9eKz7\/DFzOisgXP\/UwKKnP7xgHJMDT37Adr\/HzRb6StdHIQTEkRw7B9bWOK7rfnNjbHpA31SY7DsMU04XRYTw+gjGMq9Xp7sX0mVT\/DRyw4bXba9LWFMjE272jBwxrVgS0+A2PbGBrSBfZjfVZboxQkYeIOkZqFGsidFPMHYzh7DJfJsvSNkyaJYt1R5nVcgllyQt3+DgLRRue\/yl0Tx86YvWLkJJr0ftXJiFit4QGL1cOks6Ci2U1sA7QLMrHyuxF48NO9t3Og91oycavAjlkfaAy8dhJh8vIISmPA3M6+H2feC81dxbi4DORdROX4dZjT+m9RDU08Ju2BdiHoo264ZBf4c2MY1fypKkgW+o\/o7ZAGfP3L6jo5cohYiCFQKW1G9fg6i6Wkj3KH5AtlOZxULMDX6J5qecjBcn0e67g7skkBF9a55oKSKcKU1uB4Xloma7pGa+bT75A9hCWtJ3HprhVWuYxIuv9tnoRBtFLDRXr6WqTePLbXbXsC6i6rMHRSuK14xAcft3QCKBuSHBkZ\/7Z+dJ4V5yMw2Xx5a+o0yr\/qqHGIYUiv4LwPFjTuc9r5ekAU5h+LU1oS+RN0D0e4reYqBq6FKKDTW9sxFJd9SIRRT90+Ik4zdPxBfwpYTGHydQLzvsE4sKObiU9VdIVaKGF8qW+ySiZQaXlykonfjkz7qdGQgD\/zqsbKKSv3kejgCUiE\/flIeDraR8d32RId5uHv4g2dBPfOeHItYaPx4NEVIIAYN\/neRnpj28NAdSufHb4vRXBNCxUjN9t\/ghMMeCr6gbU0MjpzW8mhUU50NTDMPd2hO6D5wCYiQZ5gWbqhDKyHgifnnTAbvN2SCzvKnBThA+Ncm5kRNzTGlCBb1MhqCRn+lCJsYp4np7ZEgVH5QEDMYgTw8oLVTfVWTy3CM17433RhZNA2AnYNkXBXzlig4G8czpVW2AMba53\/U92J1zu+Ze8pHebp6pPDFniz1a9gccZsPiitmL5TNoqqfl0ZDtOuYLrWndNO0g9SupyZM+O3s1BzBncd9X2WzwX9UbkLHZGAZHIRDMRSKcUyqWcQqcX5uyqhG5BIiK3FwaeM5wMsck\/dWcdZY40DHgLscuR1U8n6eHBdGRatyeQkFOT2qK8ijKviMvPLtsjuMsA8h66luXrlhQMCDZ0BD1OIF4aNKmLZtnoI5TApHziXn1zjhxdxQiEeqWfOx3B8owf9PbpztD+QGaFUbe2A6DvhwDKsmWVw1Zl3rBBUU2\/bHBoW95RBPS8M0p1OKLFDTGbQe1LqqAABdmI2nh\/bJNiyMSMH9dAI9jB1FZI4UXgjLJ3FH1wHDN5OwJqx4AVc8tAnKXIcfEaCW6O71547RLVon0HiNKIVPGqmshaNF\/ssOOKOl7npi3+tpMdYD3tzgp4Fvrq0\/ssegS\/uvc8VkkA\/bbk5b4dM6eRoD9UmkeuPjPHX4nhNQiud437G+R3SbkB6EVflbdNveVDONnhV3ZI\/P9japz\/5i2fPZdQwP9Yvd3kteui8nq\/y3kpW7OTPIomkg3sxSpp\/A9672CDFEPyS+6IGhYE4MCXSsdNUid2KTfnk9cu9rFPyXDNuOlsJNYeTchxjy2SZjAxDyTVpA4dgWiVmZQJCRnI7F2s42JR8+1dLSoAOYLH4wIEu1lbcXYLrvKT+lNvOslCNSp3IY5SqRv5ZElfKGqk7pHHg8tnvJE\/tD\/Lk6j\/7MqwibXevwpYS+CZ956kPRyyNEdBh3VEG6MQ2ZCAsut4GHXWjAFCSrtzCCRxmwb64Dfz\/40bjDrNu7wvN19GwgcSwTKMBpYLEm7OAoWbSEcyDhsjgTho5a4HQlf0YkdE7z1lQ3kXJDv9omhZwdNw7v84mOaaUD\/EEZpB9T0e2yTTdjqjyZYI7QKEwaolDE3G7Szp\/AoZ0tsOxH\/jlxAzwZy2ECFIn3nBeH+vEt6upBs7wtJe0tCOPn15dGNlPgzsXDQURyfZNs42I7fI2I4iFpX5DWjlzy9BR1aC5d3i3D\/t4SOAH7akuhRD27aPuyaZQMiFUIviHo5GS9bHW35bGRMq3NgEgsijpiHwMZ2Q2JKmCBBaq3s7vejJ6MA95CksS5YAkAJWAO\/WFzJyrG7RZpvhILjEZghLWjwPFN9DmJ12OzHhvsgz624Hi0J5HbKuCGFMyikOrIh50K4Oy3tXrSpa\/+uiP5QApBpuIDxP0UaW6FPsDOa6C61pyRnQrq+WqTNdyHOWg9VHjHm7JM4lv4kUJmBEOU8BMUliNSLvrUVs3R51fLXpYrFL0tCNIopZhRZL9tpGXoF56EAEzXTQ\/KVPcekYAK1hx+MvOtQdgwkoiPeKy0BJXxNf5qEKGu6Tr10VVAaDKBTRTrVdpIhoIPWT+HhAbcS8xVoXnjZYPiAnsJ9BePYSws6sY347dZJp7wssPxRtgn0BzKldjFpu6fGVqqbjK2lH8Yk2ZQPKEB4DEmoeZqxuEf+B2Vw91HBbZEildEkYjFwT3rNVuJkMU5WOrX4sE6bG3twPyeSP00q6GARR1s4MerD9Rs2v2Nk\/k5nTV64MVO9mt\/p7i31sN2+ymjZQ7wFsjLpQk++T0AZWGADcpQt6DB0f0psQ6mJSaAG7WIFeW3G0MWwIMSRR4DZAhLSGa55i7DDs+Pl60SxIoRv9PfqapRAdTKyhZtPQJUFcQJZtiGHwCcrU5h45\/FJMgTAkTDdVP8iNzfsn5atNWdyFSgy1N+ZJdof8qUd9XPf5Y\/d3JjOz5ci4CEJQVVanF+8Ezn0Px2P9m7oWTvelgD6uAxGOUOd0e4s4u1ceHOcS2O\/XpG6FqTkxayAStVaLKN5U0t77c\/2WUYgd7PEGKcQTNT3Ws47g3qg1iTL+BE0W3TZoPzSzGJS4447YImJEUMwa\/VqR3sj8dZ6+7stes2THR6HKb5zT\/fXhexXNW5WOCqSuy\/plwmwKqItGGNYsSf38EYG6YRhRdwDUz1nAMG4JsFRJUjpoLnsoFZE1xO3VdK\/26H78KXQOpbLFf1gXpWCGZTLDJw+L4V5iWlinpLbRp6qG6yKGT\/djwZ8tYonh\/YPO5CkaAjLFIzg6bndUDMrA0NcFBxHlfDLwBHQBNe3QMGa6jhQtopmzraApyazseLjC3IQeNsBVVD3SjtSJ5Zx0vOGGsbSvHWCWXE8ba0L\/Aa0hHiSM+JFloqPFuV29akvJVWoV7Yb+fzAwf96fdngPJTAPoEawf95IVZrJ2U\/IGptjtkNXvluD6usx5TcGqKiCmhOMjQYoeJN2V5qAXKYf5hOtvXGLk+ijUsLV4pQFNIIexhUS68H5EQeCpemrQmrj2yDPyCSD33jKgG\/p1Hanxf69aIOqAU6CmW3df\/pLZ6D7BHq4vHs+XPmQfU0AWR\/RUMl+UNtXjqXsQS3EMAfKxnHm8RGqv6L8ythTDq8\/1M2aP2UroCU9siFsDNJMJLDzi5hSlLefpujaqZKpsLBYnP7dHvgqjMCGPeIzasGcdI8nxJG3EEEteS8WQPDxO7P77r1PjeZwAKoHZZi7QlpIsKqftTQwzCmCzLrwHFZ0KQXcEXO0lWxlvvYgZCndUffpIH3fXI+7+3L9776Aa+c\/ArpZDCVaN8J9xFzTxOZCyrmR+1qbuDyEK3n6vf+pGrLS3dIVj8qtzEAoMEKDWVHSOCQT2askwh\/NTFqYr5cRxp\/XBQ5gYRU3cb2fVvO3YqEnvnkeVzQOhhZgia\/aCrc70CoZ8FtK3zZf\/z1dUdxD2\/cQo\/JxLSDvKaWceEdqE5c3uy8iMs8xIHrL7de6Qo7r+QfPCO5gBTMq3Y6EBDGItxSWQd4s3ZHGRspWYw0aF2fJGSFB7Gcic4\/C5hdP929Dg0W8AuvLdj1rcwm+Wyflv8j4aNWYj5yMdTvtmJT6rxgJ8E9xylQQtYr6zHMUq05v4qti\/BhIc3sZI+FexW9atpR+o3bMXgREmtQ3cEJ4JH3VxFo8qWGhv7765KZWOlMkO21GltGkvWJlU1CfJORAZYy0\/lNKHeeceUFMObO64\/c6yLYUUf99ivRsexo+F9+GK8iSfNrwiQzlsM6sut0IWhcHe10Frq8Q\/oH9E\/rLNkxpV6pDlxbBFW5JagL+n7rRKEjzNQ+uZN69E47pQwmRg3bffZa4hEvA5+Ii+qESFFnvI\/x+G0ENwQqyWhdr6rWdFVS5F4eXvL6NQZor2V1Lhf5dZutD9EsUz44eH4uh+01M\/bHMvqYiUVnlDjHWMcNIWqYw\/VRCmdUaZx6Xfas5hZibBq4VNUGU2s0nEZ86mSMKAQuzKy2cHbaCNkl0dIxBwzr6xBzUwHJEHkOB5cKhl2qE78EdVPFvArdI7ymKCs5kMVjibo1GwpLXf\/v1pW\/hPgUurXqDNP9r46a5BQVKBQ8orzHygYO9kpmH9FbeAB4zZzje3q5roVJrf+nMLPddoO6ZGFnX+Q9hve9uxorTxaj\/HbI6cRLxo+UPGYztmPKLYIOS7FeaJjPqmVtfdmClN5\/Ucz0Dfh0nBQMfwG7w8mPbQywonqycBJftnZ8y4yo9Fg478KaxsVVLedlpFQvLIsp8Nc248g6v0867AU6wDywjI2ATzpQ\/RjEIZy1vT24bF8b9r6MCJmSsE8wvrvP0Qxvn6Ty7w\/Z4DA8TqZG3dLoIO7VyENlgf0w0sH+c6aFVU\/e9oY3zbrxCJwZYTXwgM1U6IzMK7rGYziXyv68mnrsfKjIkkWxLuK\/8+N0CQWhjdagPAwWdoRto6OtR4z+h1K0CXrLFFb89qoKDFcZWqeLEUVzAoZpD1guBT7OwGlws7rS\/ZKilN2e4z6MmSE0XWsNQLXlkH0TdxzTnj\/8HtrV58rmLzHUANZ3zUvM6qCd\/FOk6nsk4k4DpdUbURrvNEULP9UF+4wiU4DKStV6GOeIUuquy7mbs+wMA5f0ZsfMoOb6cxfgkNWqtGC336huWUxzKUa93KbvWxayGowa6D\/ctKTQoGbDXzsM3m5w+RbFXGPOyP0iTCC9\/fY9\/3sC+RsDCaUTGrkJltA2vdub7t1K48MdgptWPZy7Ftstlgl+rZRb76CAfloGwTovb50VEzgmoXHuTL69vXMqXyVZV35yfknHCKAzHANd2ZMeAN7+FzLMMlf+eb89kiJNkmQY\/\/tCdDJx5iBgRQE0XGOH5SwUGA7rrhlbPSRnksnJu+umMSEePcwdnBfJXdCKUlixvPSfU1CuetwoEoCoKIUlVXz5xWw6Pm6jc8yK93OQJs4Fhb\/t3jlJhMAtjfR\/HVhzPKrv4lcndlMGQTE83BCx0u0jnsHj2pHtZjO\/TMheEIHdFac8pnbzR9sZIPwfRh\/EXJcWEEPSmoqCORsdRdFaM4bpGiP9JyEiR6E5KMfmFH5I4PIHw8vZkKTVtRtt\/OgTQ0hCuZP9wop\/YPv5akYTwwPH\/PfeEg8+LMpPeBvABkK2\/2qhLiTBxT\/Wxq0h0Pg2DaT6KB+AiZ+NaBAYVZQLiHBNCSrFvsw8EWHUHy1n563aWzCtTguXkcsR8rxo9dc7ot+KkhCxrXgovjpAHd0v88CD7jYqHjP9Rsdt4VwXX\/Y=","iv":"431e8a065bd9a5e72b437f029a90783e","s":"6f16c45e1f497d11"}
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