"The impact (of the tightening measures) may be on excessive new wealth creation, but I don't think it is going to affect very much the (rich's) appetite for luxury products," said Hoogewerf, known in China by his Chinese name Hu Run.

A violinist plays at the Haitian Shengyan (Sea and Sky Grand Banquet) Luxury Exhibition for yachts, private planes and other luxurious goods at Sanya, South China's Hainan province, on April 1.

"For most luxury brands, the Chinese luxury consumers are now No 1: either representing the biggest market share or the fastest-growing," he added.

Of the 960,000 millionaires, 60,000 have been identified as China's super rich with 100 million yuan or more in wealth, up 9 percent year-on-year.

Beijing led the way with 10,000 residents boasting 100 million yuan or more, followed by Guangdong province with 9,000 and Shanghai with 7,800.

The three places also led in the number of millionaires with wealth of 10 million yuan or more.

According to the report, Chinese millionaires average 39 years old, a full 15 years younger than their Western counterparts. Thirty percent of the millionaires are female, the same as last year.

The report also put the number of China's billionaires at 4,000, but only a third were on the Hurun China Rich List 2010.

"(It suggests) there is still a great deal of hidden wealth in the Chinese economy," said Hoogewerf.