Editor’s Note: This post is contributed by Alexis Bonhomme, from Curiosity China, Tech & Digital Company focusing on WeChat and other China digital platforms – CRM – O2O – Digital Marketing for International Brands on Greater China market and China outbound tourism.

As we face a slowdown in the growth of global luxury sales in China, Hong Kong, and Europe, as well as a large change in terms of Chinese travellers’ profiles as they switch from group to independent travel, most brands are trying to reach a new type of more mature, more independent customer. Many of these customers are the HENRYs, which means“High Earners, Not Rich Yet.”This group appeared in the early 2000’s in Western markets and is now growing fast in the emerging ones.

The HENRYs in China are the epitome of the young, rising professional class that drives the economy and brands’ sales. Due to the increasing price of real estate, they might not have the cash to buy an apartment, but instead can travel, consume premium products, and let their network know about it. In China and the rest of East Asia, they represent the key growth target—especially for luxury brands. Here are several key ways to reach this demographic on Chinese social media:

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