With more than one-third share of the global luxury industry it is increasingly becoming a "market with Chinese characteristics." Chinese consumers make 80% of their purchases abroad, determining the fortune of the European and American cities who can attract them with a tourist proposal cropped on the tastes of a growing number of nouveau riche. However, the industry is in a stage of evolution determined by the rise of new buyers from provincial cities, with their attention to the more commercial cut products, in addition to the search for greater sophistication of the consumer of the rich coastal metropolis. Penetration into inland China is favored by the explosion of digital commerce, a phenomenon destined to change the entire system of the sales channels of luxury in China. Alongside these changes, alongside the government's policies on the one hand trying to reduce corruption in the political system with an impact on the industry, on the other aim to support the growth of an internal market by promoting local products and limiting excess foreign purchases of luxury products.
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