From macro trends to brand-level execution, we surface the dynamics reshaping brand value in China and decode how luxury consumers form preferences, absorb narratives, and construct ideals.

As the global luxury sector moves toward a steadier normalization and China’s market regains momentum, the nature of “recovery” is shifting from broad-based volume to concentrated, quality-led strength.

In today’s era of refined discernment, Chinese consumers are no longer drawn to overt extravagance. They gravitate toward brands whose Authenticity feels credible and culturally grounded—a stable anchor of quality, meaning, emotion, and identity.

“2025 Luxury Brand Affinity in China” draws on Premier Consulting’s extensive frontline experience in advising luxury brands. By focusing on core luxury categories (fashion, watches, and jewelry) and integrating expert–consumer cross-views, affinity modeling and consumer archetyping, the report systematically decodes how Brand Affinity is formed in the Chinese market and illustrates its tangible implications for brand value growth.

Methodology Note

This study is grounded in Premier’s Luxury Brand Affinity Framework, composed of three foundational pillars:

1. Core Luxe Focus

Anchored in the core luxury domain—fashion, watches, and jewelry, ensuring all insights remain closely aligned with high-value pools and the authentic structure of luxury consumption in China.

2. Expert–Consumer Dual Lens

Combining perspectives from 50+ industry experts with responses from over 1,000 luxury consumers, this dual vantage point restores the full arc of brand meaning—from value articulation to lived experience.

3. Affinity Model & Archetypes

Through a triad of Recognition, Perception, and Resonance, the framework constructs a nuanced affinity model, identifying China’s distinctive consumer archetypes and offering a clear compass for strategic decision-making.