The one-child policy has caused a shift towards individualism and centrism. With millions of “only childs” entering adulthood, they have a strong desire to be unique and to differentiate themselves from their peers. To them luxury goods are a way to represent themselves and convey who they are as individuals. Therefore, many young Mainland Chinese buyers are particularly interested in exclusive and/or limited editions of handbags, watches, and fine jewelry.

China’s one-child policy has shifted a once communal social value system to one more similar to Western society where the focus is generally on the self. As a result, these one-child only offspring tend to be more self-indulgent than prior generations. This strong sense of self has translated into a fierce need to be unique and to effectively differentiate themselves from their peers. Panelists’ verbatims when asked why they purchased their most recent items include, “wanting to not follow others,” “to be myself,” “don’t blindly follow the trend,” “believe in my own taste,” “liking unique things” and “liking only what I like.”