Abstract: With the development of economy and the improvement of people's livelihood, the current market of affordable luxury can’t meet the diversified demand of consumers for goods, which results in the market decline. Therefore, it is imperative for affordable luxury to remodel their image and strike for innovation in product design. At present, the economy in China has a good momentum for growth, and the rapid growth of the middle class is providing a vast consumer market and space for development of affordable luxury. Taking affordable luxury as the focus of research, the research data, market information and key cases were integrated. Furthermore, relative parameters like the brand development, product positioning, product design and other related factors were summarized. Based on the market positioning and design orientation of the affordable luxury, combining with the current social, economic prospects and consumer trends, the purpose of study was conducting the SWOT analysis about the development of affordable luxury in the Chinese market, and putting up some developing advice of the brand positioning, product planning, design orientation and other aspects.