A ‘Shai‘ culture has evolved with the development of the luxury market in the digital world, and is mentioned in 90% of the conversations on brands. Essentially, to ‘Shai‘ is to show-off your good taste and purchasing power.
Chinese Consumers are ‘in the Show’
Currently, Chinese netizens can be considered ’in the show‘ phase of enjoying luxury brands. That is to say, consumers are ready and willing to show off their purchasing power but they still lack the know-how to leverage brands to create a stylish and sophisticated lifestyle."