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Luxury China: Market Opportunities and Potential |  |
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Luxury China: Market Opportunities and Potential | |
Is the China luxury market a long-term gold mine, a short-term mine field, or both? This timely and insightful book answers this question—and many more! No doubt a book every manager of the industry should read before investing or investing more in this fascinating country.
- Eric Douilhet, President, Bluebell (Asia) Ltd.
The Chinese El Dorado for luxury brands is not a quiet one-way street. More than anywhere else in the world the learning curve is a long and sometimes painful process. In Luxury China, Michel Chevalier and Pierre Lu share their outstanding experience of luxury brand management in China to help us assess and understand the marketing and business challenges, and better respond to them.
- Alexandre Fauvet, Director for Licenses & Distribution, Lacoste SA
Luxury China provides a complete exploration and explanation of the argument that China’s potentially substantial surplus from foreign businesses can be considerably justified by the success of the luxury sector. Through affluent cases from both Europe and China, readers will learn about the vigor, acceleration, and future of the Chinese consumer market.
- Professor Lu Xiongwen, Dean, School of Management, Fudan University
The merit of this book, Luxury China: Market Opportunities and Potential, is that it is the first one to clearly indicate and to substantiate the fact that China has become a priority for the most dynamic brands and it gives very clear indications about the way in which the market should be developed.
- Sidney Toledano, President and CEO, Christian Dior Couture
From the Inside Flap
Luxury China answers the question of how to succeed in the fashion and luxury industries of Mainland China. The country’s extraordinary economic boom has made it the world’s third largest market for fashion and luxury with unlimited potential in the future.
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!
作者简介 Michel Chevalier, a graduate of HEC in France, holds an MBA and a Doctorate from Harvard Business School. He started his career at the Boston Consulting Group, then worked for S.C. Johnson and moved into the luxury field. He was successively general manager of Paco Rabanne Perfumes, chairman of Paco Rabanne Fashion, executive vice president of Bluebell Asia Ltd. in Hong Kong and in Tokyo, as well as chairman of the Revillon fashion group in Paris. He is now a consultant for EIM in Paris and office manager of EIM Shanghai. Michel teaches at University Paris Dauphine andInstitut Supérieur du Luxe in Paris specializing in luxury for their MBA course. He has also published numerous articles in journals on retailing and coauthored the books, Pro Logo and Luxury Brand Management, with Gérald Mazzalovo.
Pierre Xiao Lu is an Assistant Professor of Marketing at Fudan University’s School of Management in Shanghai and the Visiting Professor of Marketing at ESSEC Paris-Singapore. He also consults for many multinational luxury firms, such as Lacoste S.A., LVMH, PPR-Gucci and MasterCard. Professor Lu specializes in luxury consumer behavior in China and luxury brand management in Asia. After working for several years at ESSEC’s luxury industry research center, he received his Ph.D. from ESSEC Business School Paris. His articles on the luxury industry and Chinese luxury consumers have been published in professional and academic journals, such as AMA, AFM, Comité Colbert, Harvard Business Review China and Financial Times China. He is also the author of Elite China and translated Luxury Brand Management into Chinese.
目录
Introduction
Chapter 1 - Challenges and market size
1. The major trends in the Chinese economy and in the consumption patterns
2. Top luxury, accessible luxury?
3. The Chinese luxury market by sectors
Chapter 2 - The Chinese consumer
1. Luxury purchase behaviour in the light of the Chinese culture
2. Who is buying?
3. Are there different market segments for different luxury sectors?
Chapter 3 - How to distribute in China?
1. Which system is better adapted?
2. How much does it cost to be in China?
3. Legal and administrative considerations
4. The major distribution partners
Chapter 4 - Retailing and merchandising
1. Selecting the best store set up
2. Merchandising tools that are effective in China?
3. For or against department stores
4. Looking at major geographical zones
Chapter 5 - Communication and advertising in China
1. How to communicate to the Chinese customer?
2. The different medias and their effectiveness
3. What is the adequate budget size?
4. How to organize PR activities?
Chapter 6 - Brand protection and counterfeit activities
1. Brand registration
2. Curbing counterfeiting
Conclusion
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