中国奢侈品市场分析报告 Marketing Luxury Goods.ppt

Challenges of Marketing Luxury Goods in China Market Prof. Pierre Xiao LU, PhD School of Management, Fudan University MasterCard Luxury Forum Hong Kong 2007 Contents Challenges Solutions Prospects China is a huge, but very difficult market especially for Luxury Brands Challenges Chinese Luxury Consumers Selective Retailing Chinese Luxury Brands Counterfeiting About the Market 25 years fast economy development at 9%/year in average More and more Chinese consumers buy luxury goods Traditional or Modern？ Conspicuous or Functional？A Typology of Chinese Luxury Consumers Chinese Elite Methodology and Data Collection Part I： In-depth Interview with guildline (22 interviews in Beijing and Shanghai ） Part II：based on the qualitative study in part I，build questionnaire.（500 questionnaires distributed in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu and Chongqing) Result Segmentation Segmentation Segmentation Segmentation Chinese Luxury Consumers New wealthy consumer behavior in general Chinese elite consumer ambivalence Middle class luxury dreams Young generation hedonic Selective Retailing Location Management Merchandising Sales HR Problems Luxury Locations:Landmarks Beijing: Many Luxury Blocks Shanghai: International with Luxury Image Guangzhou: Luxury Suffers from HK Hangzhou: First Category City for Luxury Beijing: Power and Money Beijing has several luxury possibilitiesIdeal Metropolis for luxury business The Peninsula 王府饭店 Oriental Plaza 东方广场 World Trade Center 国贸商城 Shin Kong Place 新光天地 Lufthansa Center 燕莎购物中心 Seasons Place 金融街购物中心 Beijing: Power and Money Shanghai: Business and International Shanghai is more popular than Beijing for commercial districts, but very few are in the perfect location Shanghai’s luxury remains on the surface, only two effective places for luxury business Plaza 66 and Nanjing west Road The Bund Shanghai’s local luxury consumers’ buying power is less than that of those from Zhejiang and Jiangsu provinces Shanghai: Bus