This study examines four Chinese firms to explore how they reshape the China’s high-end demand landscape to achieve high-end strategic change. The findings reveal：①successful high-end change requires uncovering the true essence of high-end demand in China and constructing a new, contextually grounded high-end demand landscape; ②enterprises adopt two main reshaping strategies: dimension augmentation and dimension elevation, both strategies ultimately lead to the same goal; ③combining these strategies yields two types of reshaping configurations: expansive and deepening; ④both configurations enable enterprises to simultaneously strengthen internal capabilities and build externally high-end brand equity, thus driving the realization of high-end strategic.