Editor’s Note
This article explores the drivers behind China’s booming luxury market, including consumption upgrades and shifting consumer trends. It highlights how premium segments are outperforming and previews industry initiatives to capture this demand.
In recent years, China’s consumption upgrade, the return of overseas consumption, and changing consumer preferences have fueled strong demand for high-end consumption. Across the consumer goods industry, growth in the mid-to-high price segments generally outperforms overall categories. A wave of quality consumption is sweeping the nation, with robust sales growth for high-net-worth products. Recently, Greenland’s Global Quality Lifestyle themed activities entered Shanghai’s luxury hotels and boutique wedding salons, focusing on promoting two high-quality consumer brands: Greenland GATT and Greenland GDC. These activities target precise consumer circles, leverage high-end resources, and achieve cross-border marketing. Star products from events like the China International Import Expo (CIIE) and the China International Consumer Products Expo also made appearances, including designer brand Yese Studio from Italy, Pellegrino Paris evening bags popular in Parisian socialite circles, and diamond jewelry crafted by Israeli artisans.
Greenland’s Quality Lifestyle industry is a new luxury brand created by Greenland Global Commodity Trade Port around consumers’ high-quality lifestyles. Starting from the CIIE, it has expanded to over ten cities including Suzhou, Ningbo, Tianjin, and Wuhan. Many CIIE-famous products and overseas fine goods became instant hits upon launch.
Abyss & Habidecor from Portugal, once honored as a Portuguese national treasure enterprise by former President MARIO, participated in CIIE product exhibitions in Suzhou and the quality lifestyle section of the Hainan Consumer Products Expo. Its brand philosophy, “symbolizing continuous innovation and providing customers with superior products and services,” resonated emotionally with consumers. Products like floor mats, bath towels, and bathrobes were particularly popular among new mothers born in the 1980s and 1990s.
As key drivers for Greenland’s consumer goods sector, Greenland GATT and Greenland GDC have integrated nearly 100 brands from over 20 countries since their establishment in 2019. Through services like VIP high-end tastings and 1-on-1 private customization, they provide consumers with charming, exclusive experiences while enabling efficient and convenient purchases of desired luxury goods, CIIE-sourced famous products, and fine items. Furthermore, Greenland GDC is a collaboration between Greenland Group and CAPRICE, Israel’s largest diamond retailer (Israel National Diamond Center), jointly creating Asia’s large-scale, competitively-priced, fast-delivery “one-stop diamond exhibition and sales experience center.” Greenland GDC was also jointly awarded the “Sino-Israeli Diamond Cultural Exchange Base” by the Shanghai Diamond Exchange and the Israel Diamond Exchange.
With business development, besides global top-tier luxury brands, Greenland Trade Port leverages advantages like the group’s global supply chain and the port platform’s bonded policies to introduce niche luxury brands. Seventeen accessible luxury brands from Italy, Portugal, the UK, Brazil, Russia, Argentina, Sweden, and other countries have been launched, covering over ten categories including jewelry, apparel, bags, footwear, tableware, baby products, and crafts. According to Greenland’s high-end consumer goods selection manager, the selection criterion is “Unique”—brands with fewer sales channels in China. By identifying differentiated positioning and pairing with professional sales consultant teams, they aim to deliver more concentrated, exclusive high-end consumption experiences for domestic consumers.
