China's super rich continued being thriftier in their gift giving last year, in line with the government's national frugality campaign, according to the latest Hurun Report published by the Shanghai-based magazine that documents the lives of the wealthy.

Polling 376 people with an average personal wealth of 41.7 million yuan ($6.67 million), the survey found that respondents' spending on gifts fell a further 5 percent in 2014, bringing their total cutbacks over the past two years to 30 percent.

Apple overtook Hermes to become their most-favored gift brand, followed by Louis Vuitton, with 2013's No 1 dropping to seventh on the latest list.