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

Chinese Luxury Brands * Chinese Luxury Brands Three brands, three successful strategies Ports Shanghai Tang NE Tiger * Strategy No. 1: Buy a Brand, Buy a Story * Strategy No. 2: Create Your Brand, Sell It Big * Strategy No. 3: Create Your Brand, Build Your Own Legend * New Trends of Counterfeiting * New Trends of Counterfeiting Product quality of small counterfeit objects (ex. small leather goods and watches) is improving Distribution channels have become less visible after the shutdown of the Xiangyang Market in Shanghai and opening of new Silk Market in Beijing * * New Trends of Counterfeiting Continue to fight counterfeiters with all legal means Pay more attention to the buyers of counterfeit goods * Conclusion The booming Chinese luxury market is just a start To grasp the great opportunity in this booming luxury market, we need a better understanding of the market and consumers The market develops faster than the speed of store openings, it demands more sophisticated management to follow the expansion The new rich Chinese need luxury brands to lead their consumption * Thank You * * * * * * * * * * * * 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 * Chinese Luxury Consumers * About the Market 25 years fast economy development at 9%/year in average More and more Chinese consumers buy luxury goods The Chinese consumers are very different and diverse They buy everything from luxury cars to fashion goods, from cigars to watches, from Paris to New York… * Traditional or Modern？ Conspicuous or Functional？A Typology of Chinese Luxury Consumers * Chinese Elite Demographic Criteria Chinese Elite Age between 25 to 45 years old Gender