Shopping haven been seen stereotypically as an activity enjoyed by women, but the booming middle and upper class in China have led successful business men, government officials, and their young heirs to enjoy the luxury lifestyle. From China to all other parts of the world, you can see Chinese men both old and young shopping for luxury brands that they might have just heard for the first time.

In Vancouver, you always see young Chinese men with their best friends shopping together at Holt Renfrew, Harry Rosen, Roden Gray, Hermes, and all those those luxury boutique stores. You also see the more middle aged successful business men and government officials that shop for themselves themselves and buy gifts for their family and friends back in China.

A recent study shows that men accounts for 55% of the Chinese market which is way higher than the 40% global average. The research explains that Chinese men buy luxury not only for pleasure and the upscale lifestyle, but also for securing deals with other business people and for better relationships with key government officials. The article mentioned that, “men love specifications, function, and service; while female consumers value design, taste, and the emotion a purchase evokes.”

As their money grows, Chinese men are starting to improve in taste for the luxury lifestyle by following fashion trends, magazines, and social media. Therefore, it is important for luxury firms to market their products not only to Chinese women, but also for the Chinese men.
http://luxurysociety.com/articles/2013/02/why-men-are-so-important-to-chinas-luxury-market