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  "documentTitle": "A New Generation of Chinese Consumers Reshaping the Luxury Market",
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      "text": "Pre-90s consumers are more sophisticated: in absolute score, they ranked all motivations with higher importance score than post-90s consumers.",
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      "text": "Pre-90s consumers are more sophisticated: in absolute score, they ranked all motivations with higher importance score than post-90s consumers. Experience goes before promotion: among all generations, “experience” is rated higher than “promotions”. Heightened self-awareness and changing drivers: among post-90s generation, buying luxury is more for rewarding/expressing themselves than for gifting. New demands for brand service: pre-90s consumers have a higher bar for one-stop, personal services while post-90s shoppers value a fresh shopping journey. Shifting aesthetic standard: post-90s generation values “artistic value” more than others, reflecting a change in aesthetic standard.",
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      "text": "Source: 2021 TMI X BCG Luxury Consumer Survey (N=~4,700); BCG analysis",
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      "text": "Amid the demographical shift in the luxury market of mainland China, post-90s consumers emphasize more on “self-reward” and “brand service/experience”",
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