China tailwinds: equity rally, policy thaw reignite luxury demand

Bottom Line Impact

If executed, reallocating inventory, funding experiential retail, and leaning into hero SKUs can add 3-5% to China revenues in Q4 2025 with a 50-100 bps margin uplift, strengthening share against peers and reinforcing brand equity through culturally resonant experiences.

Key Facts

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  • Shanghai Composite reached 4,000 for the first time in 10+ years, up 22% YoY, signaling improved consumer wealth effects and confidence
  • LVMH indicated mainland China sales turned positive in Q3 2025 with mid- to high-single-digit growth, while Chinese tourist spending abroad remained down double digits
  • Hermes reported strong Golden Week sales in early October and increased stock for Q4 2025 and Chinese New Year in early 2026
  • The Louis experiential flagship in downtown Shanghai is drawing 2,500+ visitors per day, evidencing outsized brand heat and social buzz
  • HSBC expects overall China luxury growth to remain muted until 2027, but category and brand winners to grow in 2026, highlighting Hermes, Loro Piana, Cartier, Brunello Cucinelli, Miu Miu, and Louis Vuitton

Executive Summary

A warmer US-China policy tone and a 22% YoY surge in Chinese equities to the 4,000 level are catalyzing a rebound in local luxury demand, with Q3 2025 turning positive for top houses in mainland China. Expect domestic strength to offset weak outbound tourist spend, creating a window to re-accelerate comps in Q4 2025 and 1H 2026 for brands with strong cultural relevance and experiential retail.

Actionable Insights

Immediate Actions (Next 30-90 days)
Rebalance 10-15% more Q4 2025 inventory and scarce hero SKUs into mainland China doors and top flagships
Rationale: Local demand is accelerating while outbound tourist spend remains down double digits; reallocating supply protects sell-through and full-price mix
Role affected:CEO
Urgency level:immediate
Shift 20-30% more China marketing budget to experiential retail, KOL livestreams, and culturally resonant drops through Chinese New Year
Rationale: Experiential formats like The Louis are driving 2,500+ daily visits; emotional value and visibility are key decision drivers for Chinese consumers
Role affected:CMO
Urgency level:immediate
Short-term Actions (6-12 months)
Hedge RMB exposure and ring-fence 2026 capex for 2-3 concept flagships in Tier 1 hubs with target payback under 24 months
Rationale: Equity-fueled demand recovery supports ROI on experiential stores, while currency risk and tourist softness require prudent financial buffers
Role affected:CFO
Urgency level:short-term
Increase 1H 2026 buy of high-visibility leather goods and big-ticket jewelry/watches by 10-15% with fast-replenishment capability
Rationale: Hermes and peers are seeing stronger appetite for big-ticket items; ensuring depth in hero SKUs maximizes ASP and conversion
Role affected:Chief Merchandising Officer
Urgency level:short-term

Risks & Opportunities

Primary Risks
  • Policy or market reversal in China that unwinds the equity rally and dampens wealth effects
  • Renewed geopolitical tension that disrupts trade momentum and consumer sentiment
  • Supply bottlenecks leading to stockouts of hero SKUs during peak demand periods
Primary Opportunities
  • Domestic reacceleration enabling comp outperformance in Q4 2025 and 1H 2026
  • Experiential retail and cultural collaborations that amplify brand heat and social share of voice
  • Mix shift to jewelry and watches lifting AUR and gross margin by 50-100 bps

Supporting Details

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