Why The Spending Power of Chinese Youth Can’t Solely Be Measured By Taobao

This week we’ve been looking at online shopping, and so far much of our attention has been around mammoth Chinese ebay alternative, taobao. However, not all online retail sites which appeal to Chinese youth are based on taobao, neither are they a simple means of procuring a bargain item.

For a while now, streetwear fashion, in particular expensive Japanese brands, have had a strong following amongst young Chinese boys (enoVate newsletter subscribers will have seen evidence of this in our street shots segment). Whether real of fake, high end street style brands such as visvim, clot, neighbourhood are all seen as items of exclusivity and can often be seen being worn by Hong Kong, Taiwanese and mainland trendsetters and celebrities alike.

www.dunk.com.cn is a Beijing based online streetwear retailer. While they are official stockists of certain brands such as nike and adidas, they also resell more exclusive brands, hard to find limited edition sneakers and apparel. Shops such as these give young Chinese men the opportunity to get their hands on goods normally limited to a handful of select stores around the globe.

Original retail values are steep, add to this the re-seller fee and prices can be astronomical. Particularly popular are collaboration pieces such as the clot x visvim christo sandals. Eagle eyed trend watchers will certainly have noticed these bulky and technical looking sandals in all of Shanghai’s and Beijings most popular shopping areas.  The website offers the cheapest pair for a measly 5999RMB, while the most expensive (already sold out) costs a stomach-turning 11800RMB.

Online shopping isn’t only about snapping up bargains or cheap ways to buy common goods. To emulate the styles of idols such as Edison Chen or Li Chen, young boys are willing to part with thousands of RMB. These items may be limited to the purchasing power of a select few but it shows the realm of possibility for luxury brands and the upper limits of the spending power amongst the Chinese youth.