Whether driving Lamborghinis or splashing out at Louis Vuitton, the 20-something sons and daughters of China’s wealthiest business moguls are living the life. But as a nation in the midst of an anti-austerity drive, no one in China likes a show-off. Are thefu’erdaireally as bad as their rep?

A new era of consumption, characterised by an abundance of choice, has redefined the Chinese customer’s attitude to retail. They now expect the same excellent service they receive online in the physical world. So how can brands entering China accommodate a subtle mix of tradition and innovation?

If you’re splashing out on luxury goods, it’s likely you want an exceptional level of service too. But how does this translate when buying online? Chinese marketplace JD.com is launching a luxury delivery service that complements its extravagant products to ensure an overall lavish experience.

China as a lucrative market for luxury brands is nothing new, and neither is the idea of boosting brand talk by collaborating with famous celebrities. What is new, however, is the emphasis Western luxury brands are now placing on Chinese contemporary artists to win over new customers.