Aravis Presents: Emerging Consumer Trends in China

As part of our ongoing China series, Hugo Rogers of Aravis Capital sits down with Dr Esterina Nervino and Steven Luk to discuss emerging consumer trends in China. The consumer, the main engine of the Chinese growth story for these past two decades, is often a subject treated with broad brush strokes. For this episode, we wanted to dig deeper and understand how the Chinese consumer has evolved over the past decade, how digitalization, urbanization and sustainability are driving change in consumer profiles as well as the relentless rise of international luxury brands.  

Steven Luk, who we welcome back, is CEO of FountainCap Research and Investment, a HK-based China-focused investment manager.  Dr. Esterina Nervino, is Assistant Professor in the Departments of English and Marketing at the City University of Hong Kong. She is also an Associate Director within the Sales and Consulting Unit and recently contributed to KPMG’s ‘Luxury Redefined’ report.

• 00:00 Disclaimer
• 00:34 Introduction to Aravis Presents
• 00:57 Introduction to Topic: China Consumer
• 01:48 Perceptions vs Reality of the Chinese Consumer
• 07:21 Post Covid consumer trends
• 10:31 Observation notes from a recent field trip
• 14:44 KPMG report on consumer profiles in China
• 19:40 Key differences in consumer behaviour between the tiered cities
• 23:15 Digitalisation in China
• 30:39 International brands in the face of emerging consumer nationalism
• 36:21 Chinese brands expanding in the West and comparison with South Korea
• 39:52 Luxury goods success in China
• 48:32 Sustainability
• 54:24 Effect of ageing population on consumption
• 57:14 Closing remarks & takeaways

This is a marketing communication.