China Market Research Group

Before the pandemic there were hopes that young Chinese consumers were finally warming to the idea of luxury resale after cultural taboos about secondhand clothes abated. But with post-virus safety concerns now front of mind the market has hit another impasse.

Brands are going all out with campaigns aimed at capturing the hearts and wallets of Chinese consumers in the run-up to the annual 520 celebration. Here’s how to cut through all the marketing noise.