Core Insights - The report highlights a shift in high-end consumption trends among Chinese high-net-worth individuals, emphasizing the influence of generational differences and evolving definitions of luxury and premium goods [1] Group 1: Generational Insights - The study covers four generations: Silver-haired, post-80s, post-90s, and post-00s, revealing that Generation Y and X remain the core consumers of high-end products, while Generation Z is emerging as a new driving force due to their digital literacy and strong self-awareness [1] - Generation Z's consumption behavior is characterized by personalization, emotional engagement, and social influence, moving from status-driven purchases to value-based lifestyles [1] Group 2: Changing Definitions of Luxury - High-net-worth consumers are redefining "high-end" and "luxury," focusing less on brand labels and more on identity, meaning, and connection through their purchases [1] - Brands are encouraged to rethink their definitions of "high-end" and "luxury" to align with the evolving consumer landscape and trends [1] Group 3: Economic Context - The report notes that retail sales in China increased from 16 trillion to 41 trillion yuan in 2020, indicating a significant consumption upgrade [11] - The rise of e-commerce platforms, particularly Pinduoduo, has driven consumption in lower-tier cities, with Pinduoduo's annual active users reaching 731 million in 2020 [12] Group 4: Consumption Patterns - The report identifies a shift in consumption patterns from conspicuous consumption to a focus on emotional and identity-driven purchases, with consumers prioritizing experiences and personal meaning over utility [27][32] - There is a growing emphasis on health, safety, and risk management in purchasing decisions, influenced by post-COVID anxieties [25][35]