Chinese luxury consumers are getting more sophisticated, as they increasingly look for unique products and expect professional services.

It's widely known that Chinese tourists are supporting the global luxury market, but the reasons behind the overseas trips of Chinese luxury consumers are changing.

"Finding unique items not available in their home country and buying products in the brands' birthplaces are the main motivations for Chinese luxury consumers who buy items overseas, not just the lower prices," said Shou Yu-ying, managing director and senior vice-president at Ruder Finn China, a public relations firm.