Survey Methodology

Between May and November 2007, Hurun Report surveyed 660 Mainland Chinese US Dollar millionaires, of which 104 have personal wealth of over US$10 million. For the fourth year running, surveys were carried out on a one on one basis, making this the largest and most authorative survey of its kind in China. The survey asked respondents for their 'Preferred Brand' from a alphabetical list of brands in each category together with an 'Other' option at the end for brands not covered in the list. For the Best Overall Luxury Brand, the question was open-ended. There were no options. The winner for each category was the brand with the most votes. Results compiled by Sinomonitor International, leading market researchers for China.


Demographics of respondents

Generally speaking, respondents came from a broader geographical spread compared with last year. 78.5% of respondents were male (last year: 85%). The average age of respondents was 40 years. The geographical distribution of respondents was Shanghai (24 per cent, compared with 30 per cent last year), Guangdong (10 per cent, same as last year), Zhejiang (9 per cent, compared with 15 per cent last year), Beijing (9 per cent, compared with 12 per cent last year), North West China (9 per cent, compared with 7 per cent last year), Shandong (8 per cent, compared with 9 per cent last year), Fujian (7 per cent, a new area this year), Jiangsu (5 per cent compared with 6 per cent last year), South West China (5 per cent, a new area this year) and Others (14 per cent, compared with 12 per cent last year).


Awards

The Hurun Best of the Best Award is presented to the winner of each category and is the preferred brand of China's richest.