Modern Chinese society has revolutionized the luxury industry as the Chinese consumer is receptive to luxury brands unlike any other consumer in the world. As a society fueled by urbanization, with myriad cities that are economic centers of the world, China is now a country that has made great strides through industrialization to become an influential leader with purchasing power that transcends beyond the gender and age of the youngest. consumers aspire for luxury products, where companies around the world market their luxury products to attract the Chinese consumer who is in love with quality despite the costs. Beyond the depths of communism and government control, the modern Chinese consumer has the ability to earn more income, provide for their families, enjoy leisure time, and take advantage of services that were once rare in a country that was once rural. Now, with technological advancements and the modernization of cities, the Chinese consumer is able to live a luxurious lifestyle unlike in the past, where luxury was once only possessed by those who were wealthy. Through strong family structures and high educational standards, the middle class in China has gained strength to aspire to a better lifestyle. China is now the forerunner in the luxury sector with a society that is fueled by productivity, with a growing economy, a growing population and a demand for luxury products as those who were not able to achieve wealth a time before, they gained access that was once a rarity in the past. According to the World Luxury Association, China is the second largest luxury market in the world, surpassed only by Japan. With 1.3 billion consumers and double-digit growth rates, Chinese consumers are responsible for 1... from middle of paper... to finer things. Niche markets need to be determined to reach the Chinese consumer who is not afraid to purchase goods that appeal to the senses, covey status, wealth and superior quality. According to the Best of the Best Hurun Report, luxury brands such as Giorgio Armani, Louis Vuitton, Boss, Dunhill, Hermes, Prada, Zenga and Chanel are among the favorites of Chinese consumers in China. Jewelry brands such as Cartier, Piaget, Tiffany, Bulgari, Dior and Van Cleef & Arpels have also gained market share in China and the Chinese are more aware of these brands than ever (Chadha, 2006). In China the main consumers are 700,000 families with assets exceeding 1 million dollars. Although the 700,000 families make up just 0.2% of all households in the country, they control more than 48% of its wealth (Silverstein,2012).