Luxury sales drop more than 10% in China as tax crackdown bites

KUALA LUMPUR, 21 AUGUST 2026 —

The Louis Vuitton store on Shanghai’s Nanjing Road stood half empty at midday on a recent Tuesday.

Sales at the 25 biggest luxury labels in China fell more than 10% in July, three research firms told Bloomberg. That extends a sharper slowdown from June and reverses the rapid growth these brands enjoyed earlier this year. LVMH’s Louis Vuitton and Dior, Kering’s Gucci, Bottega Veneta and Balenciaga all posted double-digit declines, while Hermès swung from gains to losses. Chanel and Prada also saw sharp deceleration, the firms said.

The drop coincides with China’s sweeping crackdown on offshore wealth and capital flight. Authorities have tightened controls on cross-border stock trading and pushed citizens to pay billions in taxes on foreign assets and investment gains. These measures have curbed spending by wealthy Chinese, threatening a luxury rebound that had started less than a year ago amid an AI-driven stock market surge.

“VIP clients are showing more caution because wealth effects are fading and the tax environment for high-income consumers is tighter,” said Jacques Roizen, co-founder of Shanghai-based consultancy Foresight Performance Partners. “Luxury executives are legitimately concerned after July’s performance.”

Global luxury giants had come to rely on China as the engine of decades of growth. But that engine is now sputtering. Competition among brands for the country’s wealthiest shoppers has intensified even as middle-class consumers cut back amid China’s economic downturn.

The clampdown has erased last year’s 28.3% rally in the MSCI China Index, which is down 8.9% so far in 2025. Hong Kong’s Hang Seng Index has also lost momentum after strong gains in early 2025. The market downturn has eroded consumer confidence, pushing wealthy households to shift wealth into stocks and other financial assets—making them more sensitive to volatility.

Gambling hub Macau reported steeper-than-expected revenue declines in June and July. High rollers are betting less and visiting less frequently, according to industry data.

“We see a correlation between capital market performance and luxury sales over the past two years,” said Robert Wu, CEO of Shanghai-based research firm Baiguan. “Previously, such links were less obvious because much of China’s wealth was tied up in real estate.”

Stella Lin, a 37-year-old financial product salesperson in Shanghai, said the downturn has stopped her discretionary spending. The value of her stock portfolio—more than half her invested capital—has fallen sharply. She once spent at least US$15,000 a year on luxury goods, attending VIP events and buying designer handbags and clothes.

“I’m already in a money-losing mood,” she said. “I haven’t bought anything in fancy stores in the past two months. When can I spend again? You have to ask when the stock market improves.”

The caution among consumers like Lin is deepening gloom across China’s retail sector. Retail sales growth slowed to 0.6% in July, with big-ticket items such as jewellery and cars among the worst performers, plummeting more than 10%.

Billionaire Bernard Arnault’s LVMH is also facing a trademark dispute with local beverage company Molly Tea. While Louis Vuitton won the case involving its four-petal floral motif, the ruling sparked a social media backlash over accusations of cultural appropriation.

Extreme heat, heavy rainfall and a surge in outbound travel during July’s summer holidays also contributed to weaker foot traffic and sales, industry analysts noted.

August will be a critical test. Chinese Valentine’s Day falls this week—one of the strongest luxury shopping occasions of the year.

“If brands can’t show positive growth even with that tailwind, I would see that as strong evidence of a genuine slowdown,” Roizen said.

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