The "Who's who" of the rich Chinese, the Hurun Report, has published the 2015 'Chinese Luxury Consumer Survey', which, among other things, draws up a ranking of the gifts that the "rich and famous" of the Celestial Empire love to exchange . The ranking offers some interesting information on luxury consumption in China: the first place, firmly held for some time by the Hermès brand, was overtaken this year by Apple products, in particular by the latest generation iPhones. In third place still resists a timeless icon of luxury such as Louis Vuitton, while Prada, Burberry and Armani, among the top ten until the last edition, slip out of the Top 10. If we then look at the other half of the sky – an expression used from Mao Tse-tung to indicate the female gender – we discover that even the rich Chinese prefer Apple, whose iPhones have ousted the unrivaled No 1 by Chanel from first place.
Prada and Bulgari, on the other hand, previously very popular, have disappeared from the top ten positions. Even high-level and expensive wine, which had experienced a brilliant season, igniting the wealthy Chinese with real enthusiasm, is losing ground in favor of luxury technological gadgets. But, as a question as old as the world goes, does money – and, we might add, expensive gifts – bring happiness? It seems less and less, if it is true that the Happiness Index of the rich, compiled for China again by the Hurun Report, has lost points, dropping from 8,2 to 7,8 in the last year.
