Armani continues its reign at the top of the Hurun list of brands favored by China’s richest, while Hermès and Gucci are rated star players over the past year.  Jingdaily.com gives its analysis of the results. Apparently, the rich are becoming more discerning and worldly.  Hermès being the top luxury accessories brand instead of LV seems to back this up.  This piece from Luxurysociety.com, compared to their Japanese counterparts suggests that the cult of LV bags will never take old here in China the way it did in Japan.  Chinese luxury consumers are apparently individualists. Some surprise showings on the Hurun list are Air China as the favored first and business class airline and Shangri-La as the best luxury hotel brand.  This seems like a bit of nationalism (Shangri-La is not a mainland company but was started by overseas Chinese, I believe).