In this research, we argue that studying luxury consumption in China should not be limited to Chinese consumers who buy global luxury brands. Competitions are rising among Chinese luxury brands. Thus, research is required to examine preferences for Chinese luxury brands, and how Chinese consumers view Chinese (versus) global luxury brands. A conceptual model was tested using a sample of 400 respondents from Shanghai China. The results show that luxury brand perceptions have differential effects on purchase intention mediated through luxury brand experience, depending on whether consumers purchase a Chinese or global luxury brand. This research also shows that counterfeit luxury ownership has a negative effect on global luxury brand experience, whereas it has no significant effect on Chinese luxury brand experience and consumption. The results of this research provide both theoretical and practical contributions.