Company connects cultures and societies with retail and commerce to develop understanding and trust in an increasingly complex world.

When French luxury group LVMH first stepped into the Chinese market more than three decades ago, the country was still at an early stage of opening up, with consumer markets that were only beginning to take shape and with international luxury remaining a distant concept for most people.

At the time, China's urban landscape was defined by bicycles rather than cars, and its retail sector was still in a formative phase.

For global luxury houses, the idea of China becoming a central pillar of global consumption was still largely aspirational, rather than foreseeable.

Today, however, China has become one of the most dynamic and sophisticated consumer markets in the world, reshaping global luxury trends while simultaneously being influenced by international brands including LVMH.

The group's journey in China mirrors this profound transformation — from a tentative market entry in the early 1990s to a deep, multi-layered partnership spanning retail, creativity, talent development, and cultural exchange.

Eyeing long-term potential

When Louis Vuitton, one of LVMH's maisons, or brands, opened its first store in Beijing in 1992, China looked very different from today. Tiananmen Square was filled with pedestrians and cyclists, rather than the flow of modern traffic. International retail was still in its infancy, and luxury consumption was largely an unfamiliar concept to most Chinese consumers.

At that time, global brands were only beginning to explore China's potential, and supply chains, retail networks, and consumer education for luxury goods were still at an early stage of development. Yet LVMH chose to enter the market with a long-term perspective.

More than 30 years later, the picture has changed dramatically. China is now a global hub for consumption, digital commerce, innovation, and lifestyle trends. For LVMH, the country has evolved from an emerging opportunity into one of its most important strategic markets worldwide — not only in terms of sales, but also in terms of cultural relevance and innovation feedback.

The group now operates nearly 1,500 stores across China and employs around 25,000 people. Its 75 brands span fashion and leather goods, watches and jewelry, perfumes and cosmetics, wines and spirits, as well as selective retailing and hospitality. The transformation of China's consumer market, executives say, has been inseparable from the country's economic rise, industrial upgrading, and expanding middle class.

Marc-Antoine Jamet, secretary general of LVMH Group, told China Daily the company's presence in China has always been grounded in long-term trust, mutual development, and shared economic growth.

"Together with China, we have built a win-win partnership over the last four decades," Jamet said. "Every day, Chinese customers choose and buy our products. At the same time, we contribute to the growth of the Chinese economy by recruiting people, paying suppliers, taxes, and leases, and participating in the incredible expansion of the market."

He emphasized that LVMH's strategy in China was shaped by an early recognition of the country's long-term potential.

"From the very beginning, when we opened our first store in Beijing in 1992, we decided that every product available in Paris would also be available in China," he said. "That was not something we did everywhere else. It showed our confidence in the Chinese market."

Jamet also noted that China has played a dual role in LVMH's global strategy — both as a commercial market and as a source of creative inspiration.

"China is not only a market for us, but also a source of inspiration, creativity, and collaboration," he said. "We have worked with Chinese artists for many years and continue to do so today."

He cited several examples of cultural cooperation, including Ao Yun wine in Yunnan, Chinese New Year limited editions by various maisons, and Louis Vuitton and Fendi projects inspired by Chinese aesthetics and cultural heritage.

"These initiatives reflect a long-standing dialogue between Chinese culture and our maisons," he said. "They demonstrate that our relationship goes far beyond retail."

Wu Yue, president of LVMH Greater China, said the company's development in China is closely tied to the country's economic opening up and the evolution of consumer generations.

"China's entry into the WTO was the truly symbolic moment for the opening of the consumer market," Wu said. "International brands were finally able to enter China, thanks to WTO membership, which allowed foreign companies to operate direct retail businesses."

He explained that the years since China joined the WTO in 2001 have seen a real acceleration of LVMH's expansion in China, as global brands gained direct access to consumers and began building retail networks at scale.

Over time, China's consumer base has evolved through distinct generational waves. Those born in the 1980s represented the first major group of modern fashion consumers. The 1990s generation followed, accelerating the rise of premium consumption around the 2010 Shanghai World Expo. Today, consumers born after 2000 — and soon those born after 2010 — are reshaping luxury consumption again with stronger digital engagement and cultural confidence.

"This continuous arrival of younger generations has driven the evolution of the Chinese consumer market," Wu said. "At the same time, rising incomes and economic growth have expanded consumption capacity. Chinese consumers today are among the most informed, expressive, and globally connected in the world."

He added that the market has become increasingly sophisticated, requiring brands to continuously adapt in terms of product design, marketing, and customer engagement.

Evolving consumer behavior

Wu also highlighted the transformation of China's broader business and consumer environment over recent decades.

"Consumers in the 1990s were still learning and discovering," he said. "In the early 2000s, they became increasingly sophisticated. Today, especially in major cities like Shanghai, Chinese consumers are among the most advanced globally."

He noted that the difference between pre- and post-pandemic consumption patterns is particularly striking, reflecting not just gradual change, but structural transformation.

"Consumers today are more confident, more fashion-conscious, and more expressive," Wu said. "They travel more, experience more, and have broader global awareness."

He also pointed to the increasing fluidity between "international" and "local" culture.

"The distinction between international and local is becoming less meaningful," he said. "The more local something is, the more international it can also become."

Crafting innovation

Beyond strategy and market growth, LVMH's presence in China is also defined by craftsmanship, technical expertise, and human talent development.

This is reflected in the experience of Wang Zhenlei, a senior technician at the premium luggage brand Rimowa and one of the company's "Master Craftsman" honorees in China.

Wang described his work as a long-term process of technical refinement, cross-border collaboration, and continuous learning.

"I have worked at Rimowa for 17 years, handling complex repairs, emergency cases, and tasks that often require finding solutions others consider impossible," he said. "We frequently collaborate with colleagues from France, Germany, Japan, and other Asian markets through video conferences and technical exchanges to improve and optimize our repair techniques continuously."

Wang also highlighted his own technical contributions.

"I have designed and built customized tools, including compact polishing devices and repair equipment, because commercial tools were not always suitable for our needs," he said. "For me, craftsmanship is not only about skill, but about mindset — staying curious, hardworking, and willing to improve continuously."

His experience reflects LVMH's broader philosophy of combining traditional craftsmanship with innovation and global knowledge exchange.

Today, China remains one of LVMH's most dynamic markets globally. Driven by younger generations of digitally connected consumers, the market is increasingly defined not only by product demand, but by expectations for immersive experiences, storytelling, and cultural engagement.

In response, LVMH has expanded flagship stores, integrated hospitality concepts such as restaurants into retail spaces, and invested in experiential luxury formats.

Jamet said this shift reflects a deeper structural transformation in global luxury.

"If you can succeed with young Chinese consumers, you can succeed anywhere in the world," he said. "China is not only a market for luxury; it is also a laboratory for LVMH."

Global partnerships

LVMH has also strengthened cooperation with technology and cultural ecosystems in China. The group works closely with Alibaba Group and participates in VivaTech in Paris, one of the world's leading innovation forums.

Jamet noted that Chinese companies frequently stand out at the event, reflecting the country's strong innovation capacity and digital dynamism.

In addition, LVMH has expanded its presence in global sports partnerships, including Formula 1, which features the Chinese Grand Prix in Shanghai, further integrating its brands into international and Chinese cultural and sporting platforms.

Looking ahead, both Jamet and Wu expressed strong confidence in the long-term trajectory of China-Europe relations and China's consumer market, despite global geopolitical uncertainties.

Jamet said stability, dialogue, and long-term cooperation remain essential for global business.

"France and China share a long tradition of cooperation, and we are committed to strengthening that relationship further."

Wu echoed this view, emphasizing the role of commerce in connecting societies.

"Retail and commerce are ultimately about people," he said. "They connect cultures, ideas, and societies. In an increasingly complex world, companies like ours can contribute to greater understanding and trust."

He added that both China and Europe share a strong interest in stability and predictability, which provides a solid foundation for future cooperation.

"I personally believe that companies — especially international brands — must act as bridges over troubled waters," he said.

"The world is increasingly complex, and people-to-people connections are becoming more important than ever.

"Commerce, especially retail, connects people across cultures and societies. Therefore, despite all the challenges and uncertainties we face globally, we should continue doing our best — as individuals, companies, and brands — to play a positive role and contribute to stability, dialogue, and peace."

More than 30 years after entering the China market, LVMH has evolved beyond a luxury group and expanded to become part of a broader ecosystem of economic, cultural, and technological exchange between China and Europe.

From early retail expansion to cultural co-creation, spanning craftsmanship transmission, innovation, and digital transformation, its journey reflects a deep and evolving partnership.

As China continues to help shape global consumption trends, LVMH executives say their confidence in the market remains unchanged.

"We need to build a genuine partnership for the future, based on confidence, transparency, and mutual performance," Jamet said.

Contact the writer at zhangzhouxiang@chinadaily.com.cn