Key issues, such as the size of the Chinese luxury market and its evolution in different product categories are explained and illustrated. Readers will find comparisons between the Chinese luxury clients and that of clients from the rest of the world. This book covers topics such as:
- Chinese luxury consumer behaviors and their preferences
- possible market entrance strategies
- elective retailing
- successful communication and advertising strategies
- effective campaigns against counterfeits in China.
Luxury China comes with business cases applicable to Chinese and international brands in main luxury product categories, such as high fashion, leather goods, watches, spirits and wines, decoration and table wares.
The authors have provided deep insights and updated information for the industry′s fast evolution in the market. This book comes equipped with practical and effective solutions for new brands that wish to explore their opportunities in this market. It will also prove useful for well–established brands facing the challenges of maintaining and increasing their market share. A perfect reference with solutions!
Chapter 1: Challenges and Market Size 1
Case study: Alfred Dunhill 19
Chapter 2: The Chinese Luxury Client 29
Case study: Shanghai Tang 45
Chapter 3: Chinese Consumer Attitudes Toward Luxury 53
Case study: Rolex in China 77
Chapter 4: How to Distribute in China 85
Case study: Shiatzy Chen 99
Chapter 5: Retailing and Licensing in China 105
Case study: Louis Vuitton in China 125
Chapter 6: Communication and Advertising 137
Case study: The War of the Spirits 165
Chapter 7: Brand Protection and Counterfeit Activities 175
Case study: Liuli Gongfang: Breaking into Luxury by way of Glass 189