Where e’re goeth Lux in China…

China Luxury Shoppers

Back in Jan this year as nations contemplated and debated lock down, “experts” raised concerns regarding the potential damage to the economy. Especially retail speeding. This rhetoric seemed to be couched in the form of an Einstein discovery.

Billions of people imprisoned in their homes? Generally unable to get to the shops?
Especially those whose society was less digitised than say China for example.
How could retail spending not fall? Therefore, to most of us, this was more like a Homa Simpson “Duh” moment. A recipe for disaster.

As we now all know, the impact, whilst hard hitting varied around the globe. It also varied from sector to sector. In countries like China, with a well developed digital lifestyle the already mature and hot E-com took up the slack.

So whilst B& M stores struggled, suffered and shuttered, many brand took less of a hit thanks to their online stores. However, the big test would be the National 18th July Shopping Extravaganza to see just how fast, if at all, spending would bounce back. That is now history.

Now, and this is the important bit- for years we have banged on about Luxury being a good market indicator in China- in fact, our keyboards can write it themselves now! In other words, “where the lux market goes, mainstream generally follows.”

We mean is; even if your core China business is boring beige widgets, keeping a weather on on lux gives you a fair indication of trends in China. The big question mark now is- how accurate is this? Are we right? With that in mind- sort of, this headline from Caixin caught our eye:

China ‘revenge spending’ offsets plunge in luxury goods revenue

Luxury goods companies saw profits dive across the board in the first half of 2020 as people avoided extravagances and stayed inside during the coronavirus pandemic — but it wasn’t bad news everywhere, with the China market providing a glimmer of hope.


The story -partially pay walled content- briefly discusses how, in China at least, luxury spending is on the increase- No, not online, but Brick and Mortar stores- as the image [ also courtesy of Caixin] illustrates. The leading question is, will this hold true for the rest of the world?

Given recent stats that show the top 20% rich list grew their income during the pandemic whilst the rest of us lost- more than likely. However for us; Bicyu /Aim2D, it is more personal.
Will this boost in retail luxury spending spread across to mainstream retail?
Time, as they say, will tell.

Thanks for reading our China news, marketing, tech and social media article – we hope it was useful, relative, informative, valuable.

Not Useful?
Then perhaps you may like to chat directly and personally with Everlyne?

But please, be aware of local (China) time when calling from overseas. Despite rumours to the contrary, Everlyne is human, not a bot, she do does eat, drink and sleep – sometimes.

Whatever your question re Chinese Business, Marketing Tech or Social Media, she will know the answer, or know someone who does! A brief intro below;


In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.

She began Uengager, a company focused on customer engagement, as a SaaS MarTech company in 2017.

Hello, Nihao, I’m Everlyne

I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.


Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.

Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squibb to local Chinese firms such as Midea, and OK Order.

If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.

Bicyu client logo bar
A selection of Bicyu clients since 2003


Published by The Bic

Bicyu is a NZ registered, British owned MarTech business based in Beijing providing marketing, tech, education and information services to European, NZ, Australian, UK, African, and Asian firms doing business in China. We work with local ones too. We've been here doing this since 2003. We also incorporate Aim2D and Uengager in our small brand list.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Create your website with WordPress.com
Get started
%d bloggers like this: