Luxury China: Market Opportunities and Potential by Michel Chevalier

By Michel Chevalier

A advisor to achieving and taking advantage of China's increasing luxurious customer class

China's becoming patron base and increasing financial system potential extra disposable source of revenue for extra chinese language voters. The chinese language marketplace for luxurious items is anticipated to extend from $2 billion this yr to just about $12 billion through 2015. state-of-the-art largest worldwide luxurious items shops count on China to make up a wide and ever turning out to be component of their consumers, and people companies are responding with new shops and investments in China. Luxury China supplies readers–particularly execs in ads, advertising, and the posh manufacturers industry–a deep inspect the way forward for the chinese language luxurious items industry and indicates them the best way to faucet into China's super marketplace potential.

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Advertising becomes vital to lift the brand above the crowd, and to promote the imported brand as a strong alternative to locally made brands. In a way the Chinese luxury market is an El Dorado for strong brands but it can be a nightmare for small ones. indd 13 8/19/09 9:53:22 PM 14 luxury china can provide growth, visibility and, also, sales outside of China as Chinese tourists increasingly travel abroad. ”6 How accurate an assessment is this? Are the brands that are strong in China today profitable?

The marketing emphasis should be on communication and marketing activities that target the elite consumer with the message that dunhill is made for rising stars. indd 27 8/19/09 9:48:45 PM 28 luxury china To maintain its historical high-end positioning, the company should maximize the usage of the Dunhill Homes to develop private clubs for the elite consumer, promoting the Homes of dunhill as the perfect place for them to share great moments with friends and business partners. It should continue to improve the landmark location of its retailing network along the lines of its flagship stores in Shanghai and Beijing’s luxury landmarks, and combine its branding activities to create a unique service and brand experience.

Beijing Airport - Lufthansa Outlet - Jinyuan Temp 2. Changchun - Charter Times Square 3. Changsha - Dolton Hotel - Brilliance Orient Plaza 4. Changzhou - Time Fortune Plaza 5. Chengdu - Ren He Zong Bei Dept. Store - Ren He Ren Dong 6. Chongqing - Metropolitan Plaza - Maison Mode - Airport 7. Dalian - Mykal Corporation - Wharf Time Square 8. Foshan - Sunlink 9. Fuzhou - Orient Dept. Store 21. Nanjing - Deji - Golden Eagle Dept. Store 10. Guangzhou - (10-1) Friendship Dept. Store 22. Nanning - Dreams Island Dept.

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