Jennifer Spark
Nov 28, 2017

Experiential marketing for Chinese luxury consumers in Australia

Chinese consumers demand not only exclusive and beautiful products, but fully branded experiences.

Chinese couple at the House of Dior event at the National Gallery of Victoria in Melbourne in September. Photo: Courtesy

It’s no secret that Australia has been a hugely popular destination for Chinese outbound investment in the last decade. There have been large investments in high-end real estate, property development, agriculture, dairy and IT.

These investments have created a super wealthy class of local Chinese residents who have taken up residences in Australia’s most affluent suburbs. Along with this boom in wealth has been a desire for luxury goods for both Australian and international...

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