JNBY has one of the biggest shares in China's domestic affordable luxury market.

With China accounting for one-third of global luxury consumption, Chinese shoppers want more premiumisation. It's a trend that extends right across the Chinese consumer sector. From dairy, to spirits, to home appliances, these Chinese companies are making the shift from "made in China" to "designed and created in China" as consumers are increasingly more confident with their brands.

Affordable luxury fashion brand JNBY is one of the many homegrown companies in China that wants to dominate the entire consumer market. They use social media and their membership programme to attract a loyal base of shoppers who will spend even when the economic climate is weaker. 

Hyomi Jie

Hyomi Jie

Portfolio Manager

Eva Tam

Eva Tam