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The Key to Chinese Luxury Sales in 2021

With demand trapped in the mainland, brands must seize domestic travel spend, improve their clienteling in lower-tier cities and create exciting events to make local retail more attractive.
A pedestrian walks past a Gucci store on January 27, 2021 in Beijing, China. VCG/VCG via Getty Images.
A pedestrian walks past a Gucci store on January 27, 2021 in Beijing, China. VCG/VCG via Getty Images. (VCG)
By
  • Casey Hall and Robert Williams
BoF PROFESSIONAL

Before the Covid-19 pandemic halted international travel for Chinese consumers, Yvonne Ching shopped mainly when she travelled the world for work or leisure. But a halt in her previously busy international travel schedule hasn’t stopped her shopping for luxury goods.

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