In recent years, with the rapid development of China's economy and the continuous improvement of the living standards of the Chinese people, the purchasing power of Chinese consumers has made a qualitative leap. China has already become the second largest consumer of luxury goods besides the United States. In the past few years, Chinese people mainly consume luxury goods abroad. With the downward adjustment of China's import tariffs and the shrinking of global price differentials, the trend of Chinese luxury goods consumption returning to the mainland market has been ever more apparent. However, under the rapid economic development, most of the Chinese are not familiar with luxury brands, and are more influenced by the brand stories now. Nowadays, a large number of luxury brands come into China and bring about serious competition to occupy luxury market share. But not all foreign luxury brands can develop smoothly in China, only 20% of luxury brands in China have the majority of the profits of the fashion industry. And as an important means of luxury goods marketing - public relations, it will be an essential tool for luxury brands to enter China and carry out brand promotion. In this context, this thesis will first analyze the characteristics of luxury and the theory of public relations, and then based on the current Chinese luxury consumer market environment and consumer characteristics, this thesis will give some public relations strategies that can be used by foreign luxury brands to develop the market in China. In this way, help more foreign luxury brands enter the Chinese market and expand brand awareness.