Greater China Luxury Retail Job Market in Q3 2025: A Landscape of Caution and Opportunity

As we move into the third quarter of 2025, the luxury retail market in Greater China—encompassing Mainland China, Hong Kong, Macau, and Taiwan—presents a complex picture of cautious consumer sentiment, shifting behaviors, and strategic recalibration by brands. After a turbulent 2024, the market is navigating economic uncertainties and evolving consumer preferences, creating both challenges and unique opportunities for job seekers and employers alike. This article delves into the latest forecasts and provides actionable strategies for thriving in this dynamic environment.

The Market Landscape: Q3 2025 Forecast and Figures

The consensus for the Greater China luxury market in 2025 is one of stabilization rather than the rapid growth seen in previous years. Brands are contending with a more discerning consumer and significant regional performance disparities.

• Mainland China: Following a sharp 18-20% year-on-year decline in domestic luxury spending in 2024, the market is forecast to remain flat or see only modest single-digit growth in 2025. This downturn was driven by lukewarm consumer confidence and a significant rebound in overseas shopping, which accounted for 40% of total Chinese luxury spending in 2024. Despite the challenging economic climate, overall sentiment for luxury spending remains surprisingly robust. A recent survey revealed that 56% of mainland consumers plan to increase their spending in 2025, with a focus on high-end jewelry, handbags, and, notably, luxury travel. There is a clear pivot towards experiences over material goods, with nearly 60% of consumers planning to allocate more of their budget to luxury travel. This is further evidenced by a 17% year-on-year growth in the market for high-end services like hotels and travel. Another key trend is a surge in national pride, with 56% of consumers planning to buy more from Chinese luxury brands.

  
  

• Hong Kong: The outlook for Hong Kong's luxury retail sector remains weak, heavily influenced by sluggish domestic consumption and changing tourist spending habits.  For the first three months of 2025, hard luxury sales (jewelry and watches) slid 12% year-on-year, contributing to a 7% drop in all retail categories. This continues a difficult trend from 2024, where luxury goods sales saw significant declines. Consumer sentiment is more pessimistic compared to the mainland, with only 48% planning to increase luxury spending and 12% intending to cut back. In response, many brands are consolidating their footprint and focusing on opening premium flagship stores and pop-ups that emphasize unique experiences rather than pure retail.

  
  

• Macau: Tourism continues to be a driving force, with visitor numbers in the first quarter of 2025 up 11.1% year-on-year to 9.9 million. However, this has not translated into a retail boom. Retail sales in Q1 2025 fell by 15% year-on-year, with significant drops in key luxury categories like leather goods (-24.2%) and watches/jewelry (-17.3%). This reflects a shift in visitor spending patterns, with per-capita spending (excluding gaming) decreasing by 13.2%. Tourists are increasingly interested in cultural and entertainment experiences, a trend brands can leverage through unique activations. Despite the retail dip, gross gaming revenue remains a powerful economic engine, growing 0.6% in Q1 2025.

  
  

• Taiwan: The luxury goods market in Taiwan has shown resilience, with an 8% increase in retail value sales in 2024. Affluent consumers continue to invest in high-end, exclusive products. The market is heavily influenced by younger consumers, particularly Gen Z, who prioritize sustainability and digital integration. This demographic is also driving the second-hand luxury market, with nearly 60% of Taiwanese Gen Z showing interest in pre-owned clothes.

  
  

For Job Seekers: How to Thrive Amidst Uncertainty

In a competitive and evolving market, standing out requires a strategic approach. Adaptability is now one of the most in-demand skills for hiring managers.

What to Do & How to Do It:

• Master In-Demand Skills: Employers are seeking talent that can strategically respond to market changes. Key skills include:

  • Digital & Data Proficiency: Expertise in e-commerce, social media marketing (like WeChat and Xiaohongshu), SEO, and data analytics is crucial for understanding consumer behavior and measuring performance.

  • Exceptional Customer Service: A customer-first, empathetic approach is vital. This means creating personalized, high-touch experiences that build loyalty. Skills in clienteling are a top priority for brands.

  • Cultural & Linguistic Fluency: In hubs like Hong Kong and Macau, fluency in English, Cantonese, and Mandarin is often expected to cater to a diverse clientele. Cultural awareness is a key skill for serving international customers.

• Build Your Personal Brand: A strong LinkedIn presence and a well-crafted CV are essential. Network strategically by attending industry events and connecting with professionals online.

• Be Adaptable and Consider Alternatives: If roles in traditional luxury retail are scarce, look to adjacent sectors. The Fast-Moving Consumer Goods (FMCG) sector has a steady demand for sales professionals. Also, consider roles in luxury hospitality, tech companies that support retail, or the growing second-hand luxury market.

How to Equip for Uncertainty: Continuous learning is non-negotiable. Focus on developing soft skills like resilience, problem-solving, emotional intelligence, and communication. These skills are what set exceptional employees apart and are critical for navigating a volatile market with composure.

For Employers: How to Attract and Retain Top Talent

With talent scarcity and high turnover rates in some markets, employers must evolve their strategies beyond compensation.

What to Do & How to Do It:

• Strengthen Your Employer Value Proposition (EVP): Salary remains a top concern for employees, but career growth opportunities and work-life balance are close behind. Invest in robust training, establish clear career paths, and implement formal skills frameworks to guide staff development.

• Rethink Recruitment: Look for talent in adjacent industries like hospitality or tech, focusing on transferable skills. Adhere to an open and inclusive talent strategy to bring fresh perspectives into the organization. Leveraging employee referral programs and data-driven recruitment can also improve hiring efficiency and quality.

• Invest in Leadership: A significant leadership gap persists, with many store managers lacking the skills to lead teams effectively. Provide training and support to help managers develop their teams, as leadership stability is a key factor in retention.

• Embrace Experiential Retail: With consumers prioritizing experiences, brands must create unique and engaging environments. This means hiring and training staff who can act as brand ambassadors, delivering memorable, story-driven interactions rather than just transactions.

The Unseen Advantage: The Role of Executive Coaching

In a market defined by high stakes and constant change, how can professionals and leaders maintain their edge and navigate complexity with confidence? This is where professional development through executive coaching becomes a powerful strategic tool.

Executive coaching provides a confidential, structured space for leaders and high-potential individuals to step back, think strategically, and build resilience. It is proven to help executives enhance decision-making under pressure, improve communication skills, and manage stress and change more effectively. For those navigating career transitions or seeking to accelerate their growth, coaching can provide the clarity and strategy needed to thrive.

At Trouvé Executive, we understand these challenges intimately. Our professional executive search consultancy is complemented by our dedicated Executive Coaching service. We have an ICF (International Coaching Federation) accredited coach ready to support clients in unlocking their full potential. An ICF certification is globally recognized as the benchmark for quality in coaching, ensuring a coach has met rigorous professional and ethical standards. Partnering with an ICF-accredited coach can enhance credibility, instill client trust, and provide the tools to handle challenges with greater confidence.

Whether you are a professional looking to fortify your career against market uncertainties or an employer aiming to develop a resilient and high-performing leadership team, an executive coaching session can be a transformative investment.

The Greater China luxury market is in a period of transition, but for those who are prepared, adaptable, and strategic, it remains a region of immense opportunity.

If you found this article insightful, please like, share, and comment with your thoughts. To explore a collaboration or to book a confidential executive coaching session with our ICF accredited coach, please visit our website at www.trouve-executive.com

2025年第三季大中華區奢侈品零售就業市場：謹慎與機遇並存的格局

踏入2025年第三季度，涵蓋中國內地、香港、澳門及台灣的大中華區奢侈品零售市場，呈現出一幅複雜的圖景：消費情緒審慎、顧客行為轉變，以及各大品牌正在進行策略性調整。經歷了動盪的2024年後，市場正應對經濟不確定性及不斷演變的消費者偏好，這為求職者和僱主同時帶來了挑戰與獨特的機遇。本文將深入探討最新的市場預測數據，並為您提供在這充滿變化的環境中脫穎而出的實用策略。

市場格局：2025年第三季預測及數據

市場普遍認為，2025年大中華區的奢侈品市場將趨向穩定，而非重現過去幾年的高速增長。各大品牌正面對更精明的消費者，以及顯著的地區性表現差異。

• 中國內地： 繼2024年國內奢侈品消費按年大幅下跌18-20%後，預計2025年市場將持平或僅錄得溫和的單位數增長。該跌幅主要源於消費信心疲弱，以及海外購物顯著反彈（2024年佔中國消費者奢侈品總支出的40%）。儘管經濟環境充滿挑戰，但整體奢侈品消費意欲仍然強韌。最近一項調查顯示，56%的內地消費者計劃在2025年增加開支，主要集中在高級珠寶、手袋，特別是豪華旅遊。消費模式明顯由物質轉向體驗，近60%的消費者計劃將更多預算投放在豪華旅遊上，這也體現在酒店和旅遊等高端服務市場按年增長17%的數據上。另一關鍵趨勢是民族自豪感提升，有56%的消費者計劃購買更多中國本土奢侈品牌。

  
  

• 香港： 本地消費呆滯，加上旅客消費習慣改變，令香港奢侈品零售業的前景持續疲弱。2025年首三個月，硬奢侈品（珠寶及鐘錶）的銷售額按年下滑12%，拖累整體零售類別下跌7%。這延續了2024年的困境，當時奢侈品銷售已錄得顯著跌幅。與內地相比，香港的消費情緒更為悲觀，只有48%的消費者計劃增加奢侈品開支，更有12%打算縮減消費。為應對此情況，許多品牌正整合其零售網絡，轉而開設更著重獨特體驗而非純粹銷售的頂級旗艦店及快閃店。

  
  

• 澳門： 旅遊業持續成為經濟驅動力，2025年第一季的入境旅客按年增長11.1%至990萬人次。然而，這並未直接轉化為零售業的蓬勃發展。2025年第一季的零售業銷售額按年下跌15%，其中皮具（-24.2%）和鐘錶珠寶（-17.3%）等主要奢侈品類別跌幅尤其嚴重。這反映了旅客消費模式的轉變，其人均消費（不包括博彩）下降了13.2%。旅客對文化及娛樂體驗的興趣日益濃厚，品牌可利用此趨勢，透過獨特的活動與顧客互動。儘管零售業下滑，但博彩總收入依然是強勁的經濟引擎，在2025年第一季增長了0.6%。

  
  

• 台灣： 台灣的奢侈品市場展現出韌性，其零售額在2024年增長了8%。富裕的消費者繼續投資於高端及獨家產品。市場深受年輕消費者，特別是Z世代的影響，他們高度重視可持續性及數碼整合。這一群體也正推動二手奢侈品市場的發展，近60%的台灣Z世代對二手服飾表示興趣。

  
  

求職者指南：如何在不確定性中脫穎而出

在一個競爭激烈且不斷演變的市場中，要突圍而出，必須採取策略性的方針。「適應能力」現已成為招聘經理最渴求的技能之一。

致勝之道：

• 掌握熱門技能： 僱主正在尋找能夠策略性地應對市場變化的專才。關鍵技能包括： 

  • 數碼及數據能力： 精通電子商務、社交媒體營銷（如微信和「小紅書」）、搜尋引擎優化（SEO）及數據分析，對於理解消費者行為和衡量業績至關重要。

  • 卓越的客戶服務： 「顧客至上」及具同理心的服務態度是致勝關鍵。這意味著要創造個人化、貼心的體驗以建立顧客忠誠度。客戶關係管理（Clienteling）的技巧是品牌的首要任務。

  • 文化及語言能力： 在香港和澳門等樞紐城市，能操流利的英語、廣東話和普通話，以服務多元化的客戶群，往往是基本要求。文化觸覺是服務國際顧客的關鍵技能。

• 建立個人品牌： 擁有一個專業的LinkedIn個人檔案和一份精心撰寫的履歷至關重要。透過參加行業活動和在網上與專業人士聯繫，進行策略性的人脈拓展。

• 保持適應力並考慮其他選擇： 如果傳統奢侈品零售的職位短缺，可放眼相關行業。快速消費品（FMCG）行業對銷售人才有穩定需求。此外，也可考慮奢侈品酒店業、支援零售的科技公司，或日益增長的二手奢侈品市場的職位。

如何應對不確定性：持續學習是無可妥協的。專注發展如韌性、解難能力、情緒智商和溝通技巧等軟技能。這些技能是傑出員工的過人之處，亦是沉著應對動盪市況的關鍵。

僱主指南：如何吸引和留住頂尖人才

面對部分市場的人才短缺和高流失率，僱主的策略必須超越單純的薪酬待遇。

致勝之道：

• 強化你的僱主價值主張（EVP）： 薪酬仍然是員工最關心的問題，但事業發展機會和工作與生活平衡亦緊隨其後。投資於全面的培訓、建立清晰的晉升階梯，並實施正式的技能框架以指導員工發展。

• 重新思考招聘策略： 從酒店或科技等相鄰行業中尋找人才，著眼於他們可轉移的技能。奉行開放和共融的人才策略，為企業帶來新思維。善用員工推薦計劃和數據驅動的招聘方式，也能提升招聘效率和質素。

• 投資於領導力： 市場上存在顯著的領導力斷層，許多店舖經理缺乏有效領導團隊的技能。為經理提供培訓和支援，幫助他們發展團隊，因為穩定的領導層是留住人才的關鍵因素。

• 擁抱體驗式零售： 隨著消費者愈來愈重視體驗，品牌必須創造獨特而引人入勝的環境。這意味著需要聘請和培訓能夠擔當品牌大使的員工，他們不僅是完成交易，更是傳遞富故事性的難忘互動。

潛在優勢：行政人員教練的角色

在一個高風險和持續變化的市場中，專業人士和領袖如何保持優勢，並充滿信心地應對複雜局面？這正是行政人員教練（Executive Coaching）作為強大策略工具的價值所在。

行政人員教練為領袖和高潛力人才提供一個保密、有系統的空間，讓他們退後一步，進行策略性思考並建立韌性。事實證明，教練能幫助行政人員提升在壓力下的決策能力、改善溝通技巧，以及更有效地管理壓力和應對轉變。對於那些正在經歷事業轉型或尋求加速成長的人士而言，教練能夠提供達致成功所需的清晰方向和策略。

在Trouvé Executive，我們深切理解這些挑戰。除了專業的行政人員招聘服務，我們亦提供專屬的行政人員教練服務。我們擁有獲國際教練聯合會（ICF）認證的專業教練，隨時準備支援客戶釋放全部潛能。ICF認證是全球公認的教練專業品質標準，確保教練符合嚴格的專業及道德規範。與ICF認證教練合作，能提升您的專業信譽，贏得客戶信任，並為您提供更具信心地應對挑戰的工具。

無論您是希望在市場不確定性中鞏固事業的專業人士，還是旨在建立一支具韌性、高績效領導團隊的僱主，一次行政人員教練會談都可能是一項具變革性的投資。

大中華區的奢侈品市場正處於轉型期，但對於那些準備充足、適應力強且具策略思維的人來說，這裏仍然是一個充滿巨大機遇的地方。

如果您認為本文內容具啟發性，請點讚、分享並留言分享您的想法。如欲探討合作機會，或預約我們ICF認證教練的保密行政人員教練服務，請瀏覽我們的網站 www.trouve-executive.com

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