Luxury shopping is at the top of to-do lists for half of China's international travellers – despite the fact that they could easily find many of their purchases at home or online. They're opting to travel abroad because it adds an experiential dimension to their shopping trips.

Hermes is experiencing a growth of sales thanks to a strong showing in the Chinese luxury market. Such surges in sales reflects the growing interest among Asian shoppers in buying from European luxury brands. This trend is especially prevalent among China’s young HNWI.

Selling to China from elsewhere no longer necessarily requires heavy set-up costs and local product registration. Yet it still requires a close understanding of Chinese consumers, how they select products and what makes them tick. So how is e-commerce helping brands to be successful?

Rapidly shifting market forces have made China the largest and most sophisticated digital (and notably mobile) payment market in the world. In turn, these forces are also changing consumer behaviour and pushing the country’s consumers towards a society that no longer uses cash.