Asian horological seminar

On September 5, at the Asian horological seminar that holds between Hong Kong horological exhibition period, the theme is “ understanding China market: The grade be fond of of client of high end of the home that see form and consumptive pattern “ .

Congress invited bright case of well-known trademark A.lange&söhne() Huang Yingfei of Asia-Pacific division president holds the position of honored guest of give a lecture. Other honored guest includes Hong Kong trade to send chairman of committee of to inquire and consult of horological course of study of bureau Hong Kong to hold Hong Kong concurrently to express a manufacturer to meet Zhan Hao of reputation chairman Liu, Hua Ming goes Hong Kong of bureau of hair of trade of Gao Dingguo of limited company executive trustee, Hong Kong is horological exhibit 2009 preparatory committee cosignatory.

When Liu Zhanhao of chairman of committee of to inquire and consult of horological course of study of Hong Kong of bureau of hair of Hong Kong trade causes greeting decline, express, growth of Chinese inland market is rapid, expect the momentum that still can maintain high speed to grow in the near future, this congress arranges reason is seminar brunt discuss outback high end the consumptive pattern of horological market.

Huang Yingfei of president of division of bright case Asia-Pacific expresses, china is expected to surmount the United States and Japan after 5 years, make the whole world the oldest high end is horological the market. He points out: Current, outback market holds global high end horological market turnover 18% ; Have after 5 years rate can rise to 20% . To 2015, asian high end is horological the market estimates total value 2, 39.6 billion dollar, about 200.7 billion dollar comes from big China area in the center.

Huang Yingfei expresses: Rare and horological internally high-end customer is admittedly main, antedate Ming Dynasty, china already entered the mouth from Europe horological. To outback consumer, horological be influence and social class is indicative, also be royal and noble is precious play meaning, also can reveal at the same time the individual is savoured and learn to raise.

Marketing strategy side, huang Yingfei thinks the ground popularizes horological brand inside, of public praise and others recommending is quite important. He says: Horological spending employment is in outback high end now level has first, there is too much reference material on consumer hand, because this advertisement conduct propaganda is indispensible offensive, advertisement can arouse the interest of consumer effectively. In addition, well-trained with the salesperson that deserves credit, also can drive sales volume.

He expresses: Popular design respect, gold watchcase distributes dermal wrist tape, and the design that has diamond ornament, all belong to heat to sell a product, rose gold design and relatively elegant and implicative design also popular with each passing day. Geminate and didymous wrist watch and watch of edition of set limit to, it is deeply welcome product.

Huang Yeguang emphasizes in seminar link, because the be fond of of consumer of each district market is differ, if horological business wants to develop new market, understand the different need of each district consumer first surely. His citing says: Consumer of middle east male because systemic dress basically is white, like particularly so aureate; The taste of the United States and Japanese consumer also not identical. Nevertheless, the taste of consumer of other area of outback consumer and Asia is quite adjacent. Outback consumer likes platinum color and relatively the 呎 code of dainty, horological business needs to offer different 呎 yard, good let a client pick the wrist list that fits fine artifice to adorn.

In addition, he reminds horological business to want at any time advertent market change. He says: After financial seismic sea wave, american consumer by design of watchcase of partial solid gold, turn into like to buy aureate watchcase pattern.

The honored guest on seminar banquet all expresses with sound, the man is watch is main buy the home, hold outback high end horological consumption group probably 70% , but the female has very large force to buying a decision finally. Horological brand rolls out the neuter wrist watch with operable men and women in succession, really market of consumer of conduce development woman, more female love and esteem expresses the style with older body, also be high end horological market brings business chance.

Wrist of high end of Asian horological seminar expresses market potential

consumer · end · high · horological · market

This week Tuesday, the discussion of wine industry finance that has force extremely was held in accept handkerchief. The trade that two keys released on the meeting is investigated, findings shows everybody is having profound difference to the future of wine industry.

Bishop viewpoint (of WineOpinions) found person JohnGillespie to say, the argumentative topic with the largest now trade is “ from now on one year, 2 years or after 3 years, wine industry is met how “ . In wine industry personnel, the person that 40% is control is to hold upbeat mood. They think, once economic get warm again after a cold spell, wine industry also is met subsequently and restore quickly, consumer also is met to high-end vinous pursuit cannot restrain.

However, major person thinks wine industry will produce big mutation. This group of personnel think economic depression will be fast and from go up at all change consumer is watched to vinous price. Consumer prefers to buy cheap and fine wine. Accordingly, before consumer restores financial crisis extremely hard, to high-end vinous pursuit is watched.

Why can you produce so big difference? California university Davis divides officer administration academy (the analysis of RobertSmiley of bishop research chief of UCDavisgraduateschoolofmanagement) says, because wine industry just was endured,this is from the worst economic depression since 1982, tycoon of industry of a lot of wine gets bash.

The biggest now question is, can consumer still be like bishop of high end of the pursuit like before? Or, economic crisis already changed the intention of consumer, do they take seriously more put money and value? Do not have a person to be able to decide.

Ni Ershen company (the investigation of 6 months indicates a series of duration of NielsenCompany) , like to buy cheap and fine vinous consumer to come from 28% growth 41% . This growth rate is very breathtaking, and it is difficult it seems that inside brief period change somewhat.

Smiley says: “This high-end wine that clear put oneself in another‘s position reveals high-end bishop to do not have fame especially can be grown likely with bottle. Very clodhopping says, perhaps some brands can topple at this point. Those are sold 150, 250 with 300 dollars and the vinous company that does not have fame, perhaps mix no less than going to in these a few years. Perhaps mix no less than going to in these a few years..

However, gillespie says: “The influence that was not necessary to produce financial crisis to wine industry imagines so badly. When bishop one kind be social class no longer symbolizes, when the one part in living daily however, the industry can flourish. More and more bishop appear more and more important to more and more people, more and more people drink more and more wine often, the costly wine that this goes after set limit to to produce only than people is good much (for instance, pursuit produces 85 350 dollars only a bottle Chi Xiazhu) . Pursuit produces 85 350 dollars only a bottle Chi Xiazhu) ..

Difference of wine of American bishop high end

consumer · end · high · industry · wine

Japanese consumer is fond of before buy famous brand luxury, spend money like water Yi Hao does not use a facial expression. But this circumstance begins occurrence change recently, local consumer is more and more kinds or types of goods of appropriate of cheap of choose and buy, or reduce consumption simply. Consumption is appetent drop, it is to get economy normally not scene, income decreases wait for element influence, but the analysis shows, japan still has mainer reason, consume consciousness to change namely, your Japan consumer plans to raise afresh.

“ new York Times “ a report yesterday points out, buying famous brand luxury with past Japan consumer is behavior of spending of a kind of public. From 1970 come to took the place of 1980, arrived even “ 10 years of lose “ acting 1990, economy of even if Japan is immersed in slack, japanese calculates should abandon having a holiday, journey or food and rent house, also want to buy the famous brand luxury such as vanity of such as LV or Hermes silk towel. But be immersed in decline as global economy, originally dimensions amounts to the 15 billion Japanese luxury market to 20 billion dollar to suffer concussion, consumptive pattern also appears major change.

Shopping behavior 5 wake greatly become aware

On one hand, LVMH of French luxury group dropped in Japanese sale first half of the year this year 20% , LV also cancelled to open the plan; other side of new flagship store in Tokyo, economical agitation makes secondhand clothings heals even the branch amount of locksmith Hanjiro much, one from 1992, mushroom reachs 19 of present. In fact, when retail trade whole the sale goes now to fall, especially special inn outstanding achievement is immersed in luxury during going backwards, the turnover of discount retailing shop appears instead growth, for example Japanese subsidiary of Woerma on the west friendly general merchandise, never gain profit 7 years since hold water, but will rise in November from last year, sales figures month by month rises, sale of the 2nd season already was gotten the better of this year anticipate, estimation this year will can show a turn from loss to profit.

Usually, consumption is appetent descendent reason is to get economy more not unemployed and scene, serious, income decreases wait for element influence. Nevertheless, the account that Japanese consumer changes shopping behaviour is in not only this. Publishing house of trade of the classics that seize day (the investigation that announces before Nikkei Business Publications) is earlier shows, consumer shops appetent descendent reason, income decreases wait for economic element to occupy the 2nd only, bigger reason is the home in already necessaries of life of all ready majority. The shopping consciousness that reflects Japanese customer about investigation has transformed, begin to ponder over the effective demand in buying article to whether live, and shopping real significance, meditate the consumptive behavior of oneself.

The investigation of the press indicates, japanese consumer appears 5 wake greatly become aware, be like,be the article that they discover to the place in the life needs firstly dress and home appliance product already saturated, abode space already was held completely, whether does introspection have real demand to material consequently, be in at the same time when planning to shop again, consider the space that article sets. In addition, as a result of disintegrate of life-time employment system, people stabilizes income to lose confidence to maintaining, because this defies consumption of long term loan.

Next, the Japanese consumer introspection to handling rubbish, the 2nd when cause them wakes become aware. No matter Japan buys rubbish bag or discard things of large electric equipment, all need to pay fee, form thereby “ discard cost “ . Plus consumer in recent years environmental protection consciousness is increasingly rising, make them consider the charge that discards in the future when shop, and the effect that causes to environmental place, the consumption that weakened them consequently is appetent.

Thirdly, of Japanese little child change a problem to make accede belongings increases, market of residential market, large home appliance all accuses advanced age of contractible; population to change a pressure of load of charge of your medical treatment to increase accordingly, add the uneasiness of pair of emeritus pension systems, bring about consumptive trend to guard, reduce finally shop appetent.

Its 4, the development of information science and technology, a lot of products in making live all can become a number to change, consumer realizes must not have these products, can carry download, rent however, borrow to the library even read etc replace means to take with, can give more buy object space for nothing not only so, still can reduce an environment to lose exacting, make the life more comfortable.

Company production needs to adjust

Finally, after the life that a lot of consumer are about to dominate by content in experience, life space is full of famous brand luxury rare however use opportunity, begin to turn over uncut jade to return then true, review the real sense that has article, turn to be able to satisfy life minimum requirement, durable product to choose to corporeal demand.

The analysis points out, the shopping behavior that is based on Japanese consumer already appeared major change, japanese enterprise must understand thoroughly their newest state of mind, proper adjustment is made on production, ability in the market base oneself upon, avoid to suffer fall into disuse.

Japan consumes luxury market

change · consumer · Japanese · life · luxury

Washington will report on September 28: Because economic depression brings about home to consume defray constrictive, a lot of United States extravagant brands turn to China to promote, in order to reduce a loss.

“Although global economy glides, the purchasing power of Chinese consumer was not affected, “ the group of Chinese market research of Shanghai (China Market Research Group) does executive trustee Jiessie get stuck? Collect (Jessica Lo) say. She points out, a research of this group near future shows sale of retail first half of the year 2009 industry grew 15% .

Luxury sale of China takes the whole world 25% , had exceeded the United States to make the whole world the 2nd big luxury consumes a country, firm of adviser of public concern of collect heart Asia (Ruder Finn Asia) and Shanghai albatross business affairs consult limited company (the report of Albatross Global Solutions) shows.

An independent investigation of Mai Ken stannum also discovers the luxury of 60% is in China now home is not abroad buy.

Chinese economy is swift and violent develop, and those who search commodity of newest money stylist have 250 thousand customer at least. Ground of American brand too impatient to wait wants to hold position on Chinese market no wonder also.

Actually, a lot of United States brands had passed bazaar bar or the means such as brand shop enters China, for instance soup beauty hopes red case (Tommy Hilfiger) , Calvin Klein, DKNY and Coach, had gotten the brand is approbated, and sales volume grows somewhat. But the competition that at the same time American brand also faces more well-known Europe trademark to be like Louis Vuitton, Prada and Gucci.

Even if intermediate brand, common says " cheap and fashionable " the H&M that the shop is like Sweden, spanish ZARA also opened brand shop in China. However, mere set up shop is won‘t comprehensive raise a brand famous those who spend.

“For instance Brooks Brothers, Nautica, Ralph Lauren behaves big shop sign of a few United States not beautiful, market fixed position also was not done good, “ Luo Nv person says. For example, chinese consumer is not clear that Ralph Lauren is luxury brand or recreational motion brand after all.

Luo Nv person still points out these brand image “ too cross a noble to change “ , “Chinese consumer is in very hard with eye of fair green jade the model generation on surfboard is resonant. The sort of culture is here nonexistent. The sort of culture is here nonexistent..

Additional, she says, the clipping of these brands suits a Chinese not quite petite fine is thin the bodily form that does not have so much curve.

“I had seen too much company take the clothes of the similar pattern that sells very well in American city, dimension to China to sell, result the example of special failure, “ Luo Nv person says.

However, american company must fit Chinese consumer and the image brand that lose his completely in change product style between careful consider, “ is dress politic (Apparel Strategist) “ Zhu of chief editor of commerce news in brief enlighten silk? Luo Su (Judith Russell) say.

“You won‘t want to make another product. Right in that way the influence of the brand is bad also, “ she says, “Chinese consumer wants to search them in memory (brand) . “ meanwhile, the measure that must want to change clothing, color and seasonal in order to attract more customers.

“Must want to undertake promoting with foreign brand, create to let a person admire again next inspect, longing has some figure. Longing has some figure..

Although pilfer edition famous brand still is a problem that foreign company headaches, does the strategy of college of business of los angeles Marshall teach Carl? Woyite (Carl Voigt) think need not too inactive look upon this problem. Imitating is kind of adulatory form actually, accordingly pilfer edition can raise a brand famous degree, and truly rich China consumer won‘t want to purchase fake, he says.

Woyite still points out, american company needs the market sale mode of tradition of slam the door, will young generation regards as target group. Chinese youth is imitated each other without brotherly sister, because this is more zealous,communicate through network socialization and rich guest. Additional, 3 kinds, 4 kinds of cities are likely won‘t the advertisement of tradition of bring into contact with, without hypostatic inn, because the people over there this may buy high-end goods on the net.

Note: The article is published on September 28 China Daily (American edition) the 7th edition

Market of China of American luxury brand

brand · China · Chinese · consumer · not

The consumption that global economic depression did not change China upgrades trend, luxury market still maintains powerful development momentum. Brand of native land luxury should seize the opportunity that the market expands quickly, have an insight into deep the demand of core consumer and feature, build oneself competitive dominant position, challenge international luxury to savor the dominant position of the card.

China may be the country that the sole customer on the world does not get economic depression haze to perplex, GDP growth still maintained predicting China 2009 in 8 ％ . Chinese retail trade grows impetus as before stronger, consumer thinks economy has stopped hopefully drop look forward to is firm. Although a lot of China consumer are bought to them on the whole some of what and how to buy support more cautious attitude, but China still is exclusive upgrade consumptive impetus demotes more than consumptive country, conduce to drive the luxury market with the rapiddest rate of the development on this world.

What no less than reveals today, chinese great majority is top class and extravagant the brand is international maturity brand, this makes the hope is on this one market somewhat in factitive endowment the company can‘ts help wanting to ask: How to achieve the success on Chinese luxury market?

Decline period consumer is right the manner of luxury

Consumer appears normally to the overall mood of luxury and blame requisite polarization. We discover in a survey that launchs to the consumer of many 2500 China of various city in the near future, the consumer that plans to raised integral pay 2009 is appetent the expenditure that wants prep above to be used on the blame requisite such as dress with the expenditure on luxury. But the consumer plan of coequal amount reduced expenditure 2009, the expenditure of luxury is the most possible one of category that are cut down.

However, analyse these results deep crucial. For example, the difference of age field is very big: In 18 ～ 40 years old of ages paragraph in consumer, half above plans to raise the pay of luxury, this and 41 years old of consumer preparation of above reduce luxury expenditure to form bright contrast. Need an attention is: Young customer will increase ceaselessly to their income hold more upbeat mood, the enthusiasm that they consume to lead also wants the customer with some older prep above.

Additional, mix to luxury dress, watch in near future BCG we discover in the survey of gem, rich consumer (domestic month income is in the crowd of above of 100 thousand RMB) the flexibility that still keeps very tall to luxury expenditure, among them only the expenditure that the consumer of 20 ％ considers to defer or cut down luxury below environment of this kind of economy. And 40 thousand RMB is in lunar income or in the following luxury consumer, the person of 40 ％ plans to defer or reduce the expenditure of luxury, they support wait-and-see attitude to the influence deepness of economic crisis.

The brand is in China the importance of luxury market

Rather he each national postures are compared, the brand consciousness of Chinese consumer is stronger, the Chinese consumer of 71 ％ treats the brand upgrade crucial reason of consumption (see a table 1) . Compare to it, the American dweller that there is 21% only in western world and the European Union resident of 17% are willing to pay more to buy a brand. In short, the brand is producing effect. China has the consumer of more than 85 ％ to be willing to pay more to buy brand luxury, the gets the person that visit to be willing to pay at least 25 ％ excessive price of 1/4.

International brand suffers in luxury domain support rate very tall, in fact, a few years consumer began increasing favour international brand in the past. Since we began survey 2007, claim to favor the Chinese consumer amount of native land and extravagant brand dropped 5 ％ , and claim to favor the consumer amount of international luxury brand increased 6 ％ . 18 ～ 30 years old of ages paragraph consumer is highest to the favour degree of international brand, considering this one client group the pay that raises luxury the most likely, win this kind of client group a be Chinese luxury brand important and formidable task.

Perhaps this is bright domestic luxury plate is in on Chinese luxury market the reason that shine brilliantly. However, high-grade smoke wine kind it is an exception. With wine kind for exemple, ground of very few big range is drinkable on international liquor, this urges a lot of country high-grade wine kind of the brand appear, be like Maotai and 5 grain fluid.

Also scored a few successes in brand of gem respect country, for example, zhou Dafu and Zhousheng give birth to be Chinese gem market to get army person, although height of market of high grade gem is dispersive. Domestic jewelry brand gains a success, distributing as a result of jeweller‘s of international luxury brand on one hand scope is little, the near future just enters Chinese market. Difanni (Tiffany) just offerred the first site 2001, buddhist overcomes elegant treasure (Van Cleef &Arpels) entered Chinese market 2005, haliwensidu (Harry Winston) entered Chinese market 2007, the amount of jeweller‘s of foreign luxury brand is at present very few still.

On the other hand mainer reason depends on, chinese consumer takes degree seriously to want prep above brand to what the design of gem and material pledge. A consumer of our interview expresses: “I value gem more brand of whether beautiful and rather than, because understand among them design mystery without the person. “ however, these reasons are not mutual repulsion, after entering China from famous brand jeweller‘s, the Chinese consumer understanding to famous brand gem begins, if Buddhist overcomes the Alhambra4 leaf grass of elegant treasure to design,wait for famous design style more and more for China‘s rich luxury consumer place is hep, this may begin to produce change.

In the luxury of other category, what can hold an industry to lead a position is medium endowment brand it may be said is rare. It is with beach of dress brand Shanghai exemple, main layout is in network of its brand inn travel area and airport, show its target emphasizes particularly on to buy the home at the foreign country. Notable is, the tradition that these brands also are based on China is accumulated will breed brand information — although foreign brand is normally in category competition,take dominant place.

Prospect of Chinese luxury market is bright

Although consumer presents polarization state to the manner of luxury expenditure, but be in China the foreground of this one market still special light. Most the sales volume of a few extravagant brands that gets respect continues to maintain powerful momentum in economic depression period, china is next to the 2nd big market of Japan on the world just about now. This is the compensation place drive that increases ceaselessly by China greatly, created new luxury new force. We discover in research, luxury expenditure and income do not become direct ratio directly — in fact, the increases to compare income normally growth of luxury expenditure is rapid 40 ％ .

As a result of prospect of Chinese luxury market hopeful, china becomes a lot of global luxury companies to lock up decided center increasingly. Because sale is in a lot of other country stagnation not before glide even, they are in the attention of decline period criterion more concentration. Accordingly, a lot of tall canal staff grow the next of Chinese regard as engine. Eggplant of rice resembling Europe (Omega) He Dengxi road (well-known trademark is in a lot of international such as Dunhill) at present the sale store that China opens, hold point of sales of its whole world very large proportion. But, the near future just begins to pay close attention to China pay close attention to them, now they above of the 50 ％ in all luxury sale inn is to be in what established inside 3 years in the past.

Occurrence time of Chinese luxury market is short, cause a series of effects. Above all, consumer is not very familiar to luxury brand. Even if present luxury consumer (the customer that 6 months had bought luxury in the past) can speak 1 ～ only below the circumstance that does not have clew brand of 2 kinds of luxury (see a table 2) . The faithfulness of the extravagant brand that this brings about consumer to favore to place spends inferior: The consumer of more than 60 ％ states they are willing to buy the brand that expresses love not clearly (see a table 3) . But, because consciousness of Chinese consumer brand is very strong, people often buys the famousest brand, although they not quite favour this brand. In fact, in the past pass by on one‘s way is bought inside a year Yiweideng (Louis Vuitton) and Gu Chi (of Gucci) in sufferring the person that visit, only about the consumer of the half claims this is the brand that they favor.

Next, chinese luxury develops time weak point and lack the understanding to of all kinds brand, this also changed traditional media strategy. Differ somewhat with more mature market, the cent sales volume that famous international fashion magazine is in China is low. Accordingly, with the conduct propaganda in mature market means differs, newspaper of place of invest in of ground of luxury brand more, the public relations company that often engages place is on same layout compose article, regard the advertisement of image of propaganda paterial brand as the method. International magazine permeability is low another result that bring about is luxury brand it is energy key centrally on set up shop. In the interview of we and luxury company administrator, a lot of people state set up shop attracts luxury customer than passing media more effective. The administrator of brand of luxury of a watch expresses even, if be in,reduce new store to open on 2 choose the word of one, he auxes would rather cut down ad spending, because he thinks,storefront is to make a brand famous degree of the most effective method.

But the position of dominant of international luxury brand of exceed

Although mature international brand is in advantage position at present, but this kind of position is not impassable. To undertake prepping according to to more mature category, BCG evaluated category of 18 kinds of consumable. We gathered old data, the leadership position that discovery lasts is not inevitable.

Although be below most circumstance, get inchoately army person holding leadership position (first was ranked 2000 in of all kinds company 88% still occupied the first place 2008) , but in the brand in before be being held when 2000 3, almost did the brand of 1/3 drop 2008 is  of word of  giving Si small? 2008, before the 1/4 in these brands is connected even 5 are not entered. Additional, there are 15 ％ in the person above average 2008 (of all kinds in before 3) before was connected 2000 10 are not entered. For example, dai Er is in China win by striking only after the enemy had struck, 3 are in at present before body of ascend of personal computer respect.

Company of some international brand enters Chinese market time earlier, but progress is not great. For example, power graceful (Wella) entered China 1983, be enter one of trademarks that protect hair shampoo market the earliest. Although be one of the first batch of brands that enter the market, power graceful be immersed in adverse contract and other trademark (include native land brand) in besieging. 2003, be in power graceful after entering China 20 years, it by Bao Jie company (P&G) is bought, still did not occupy the first place on market share nowadays now. Same, pierkadan was in China early to run fashionable dress show 1979, ever was the main brand that Chinese luxury develops inchoate level, but Ka Dan of leather Er · also fails to hold lead position in Chinese market.

The opportunity of Chinese luxury brand

Luxury is in China still is burgeoning business, no less than what we see in other spending category, as the development of this kinds of product, the person that precede does not hold lead position from beginning to end certainly. But for the extravagant brand to China, the road of ahead is special hardships. Above all, luxury consumer often more favour international brand, and this one trend is clearer and clearer, do not contain easy change. Next, luxury consumer chooses the most popular or well-known trademark via regular meeting, the dependability because of them and famous spending is other not quite well-known trademark cannot be likened to — the luxury card that although they are likely,apt has poor dissimilation.

But this is not meant in endowment the likelihood that luxury brand did not succeed. Chinese market offerred the opportunity that other market cannot be likened to. Less to brand understanding and spend to the faithfulness of luxury brand inferior mean Chinese consumer to still remain to dig on energy and financial capacity. Consumer is finite to brand understanding and be willing to buy not quite popular brand, become actually famous the opportunity that spends inferior brand. Additional, those who affect luxury customer is a name not just, the luxury consumer of about 30 ％ says they can be below the attraction of shopwindow commodity the choose and buy that enter store. This special need is in border one is made in the retailing shop of main competitor bright, exciting and charming shopwindow. In a word, new company or not quite mature company still are put in victorious opportunity on luxury market.

The get the upper hand of of Chinese luxury brand is politic

Luxury company of China can challenge company of luxury of international old brand through the following measure.

The requirement that 1. understands the core consumer of the brand to satisfy them mainly and appeal to beg. In this market, attract possibility of every luxury consumer successfully not quite. For this, each brand often should launch consumer survey and know the market position of oneself deep, if where,the status that oneself achieves in consumer heart and who is whose main competitor; Move of government of executive client relationship and other propaganda are very necessary also.

According to our experience, the consumer that has an insight into to understand them truly for the company to the consumption of Chinese consumer offerred a service to create opportunity better thereby, still can help the loyalty that establishs a brand spend. Be in China in the company of old brand luxury of operation, the company that often launchs client survey deep not a lot of, and such doing among them a company discovered them to build very strong loyalty to spend through maintaining close tie with the client. Result, faithfulness spends tall consumer average and annual to visit shop 9 times.

2. dilate should serve for the strategy. Although hypostatic inn may be a kind of ideal conduct propaganda tool, but open storefront cost does not poor. Additional, with luxury of international old brand card photograph is compared, extravagant brand of China is in ahull on financial capacity, regular meeting of classics of company of old brand luxury gets from inn-keeper older favourable policy comes set up shop, if hire privilege is reached,sell an exterior to decorate cost. For example, the interior trim that amounts to 30 million RMB according to reporting Gu Chi was obtained and exterior trim decorate cost, with the Jin Ying that was in Shanghai 2009 international shopping centers opens flagship store. This means dilate of company of luxury of old brand international and the cost that open new flagship store to want under not quite mature brand.

The another weak force of Chinese luxury brand depends on, best a sector of an area is held by the most well-known international trademark — even a lot of old brand famous brand complain to find likely a sector of an area very hard. But, good news is the market still is extending, countrywide each district is building new site, this held charming a sector of an area to offer potential in new site for Chinese brand. The key is to occupy a sector of an area that agrees with the brand. For example, extravagant dress brand sets storefront in the three-layer of high-grade bazaar, be surrounded by place of common dress brand, and high-grade brand is in however when, this does not have a help to extravagant dress brand; Or just be in to add another point of sales intermediate the car distribute store that high end opens inside office building, profitless to the brand also.

3. China brand needs to formulate prudent media strategy. Brand of luxury of a few international already had time in China and strategy of ceaseless and perfect media, and a few brands still enter the initial stage with dilate at the market, to how getting luxury consumer to understand very little — especially the city besides big city. The Chinese brand of familiar place media can build a dominant position. Additional, important is to search a method to provide newest information ceaselessly — update edition of each season new fund, set limit to often to perhaps cooperate with celebrity, support activity of a few home.

4. key is the strategy of brand of brand image design around expectation. Once material information imprints,engrave in the heart of consumer, very difficult efface. The method that the Chinese brand of a few successes adopts is to take contrary course: The luxury company that be being looked like as far as possible is France or Italy but emphasize particularly on China is traditional. Beach of dress firm Shanghai is the example of this respect, because consumer is more and more astute when buying luxury, value quality and product to appreciate surpass reveal the identity, accordingly, contain only such traditional message ability is behaved weller. But, a kind of information that outstanding China tradition is pursuit of Chinese luxury brand only, in international brand bristly setting falls, still need to make the poor dissimilation of the brand, but also can put in the risk.

5. breeds top sale team. Layer of luxury company tall valve mentions the salesperson that attract and pulls put apart hue to exist with us repeatedly very great difficulty. But, the success on personnel can be the advantage of one differentia dissimilation. A consumer of high-grade watch says: “The salesperson buys a decision to have very big effect to mine, their introduction to brand and product, I am very interested. “ because Chinese consumer is right the understanding degree of the brand is inferior, consequently the salesperson produces crucial effect when the help markets a product. However, even if a few the most mature brands, occasionally very bad also invite applications for a job is mixed persuade to stay capable salesperson. The incentive plan that adopts careful will invite and persuade to stay capable the salesperson can offer distinct advantage, and can duplicate very hard.

6. cannot be restricted eye bureau at Chinese inland. As Chinese consumer travel number rises continuously, the consumer that is travel purpose in order to lie fallow especially increases ceaselessly, dedicated at “ Chinese consumer “ is not only “ Chinese shop “ appear very important. Wait for category like dress, watch and gem, formulate global strategy very necessary, because the tax law of these category is mixed,facilitate carry, the amount that increases customer of the China inside global limits increases ceaselessly, these changed game regulation. Almost when the Chinese rich consumer of 2/3 travels to Hong Kong and Macao, can use the price dominant position of Hong Kong or Macao, before change goes next place, buy a few luxury that Yi Xie takes very easily, wait like watch or cosmetic.

The expenditure of the consumer that we had discovered China holds the very large proportion of sale of whole world of a few companies. For example, in the income that Luyiweideng comes from Chinese inland consumer 54% it is them what produce when abroad travels, the Yi Wei that take a route ascends the 7 ％ of global income. Our survey makes clear, chinese go on a journey person the expense of the luxury clothing that when going to Hong Kong travelling every time, buys, gem and watch is in than them the expenditure that is in a city one year is much still. Count as travel person increasing, this trend may continue to develop.

Anyhow, extravagant brand of China is faced with in China distinctive and formidable challenge, but luxury market still is in development, and distance maturity market still has very long way to want. This is returned for those crudely the brand offerred rare development opportunity. Although these good luck conduce to extravagant brand project oneself of China achieving banner status, but the strategy that if do not have a discretion, height,coordinates, this is not easy thing.

Liao Tianshu (Boston of Carol Liao) department seeks advice from firm partner to hold a president concurrently, consumer of BCG Asia-Pacific area has an insight into wisdom library leader

Kong Meixue (Boston of Michelle Kluz) department consults company project manager

Sale of Chinese luxury market

brand · Chinese · consumer · luxury · market

Luxury company is in experienced disappointing after 2009, a lot of signal show main luxury business is being adopted change measure in an attempt to is heavy after was reached 2010 brace up the brightness of luxury market. People is in the palm door of luxury company to embrace the challenge that faces with positive attitude, had made the preparation of ego innovation and even renascence. Although we find strong evidence very hard to predict regular meeting is in luxury market to revived 2010, but we expect innovation and change to appeared increasingly 2010.

Trend one: The main agency medium of communication that?SNS) of  of Shou of Xiang brilliant  will make luxury brand travel

Gregarious network service is to point to can go to the lavatory the netizen undertakes a interactive friendly and active kind of burgeoning network communicates means, be like FACEBOOK, small gain (Http://t.sina.com.cn) . World luxury studies the investigation data of association shows, the rich crowd of 70% is the participator of gregarious website. Share the conversation that persuading luxury brand soundlessly to join gregarious network to serve extensively of rich crowd in the center. No matter be through building vermicelli made from bean starch group, hold the caption advertisement with particularly favourable simple perhaps activity, major 2010 extravagant brand will be accepted and share gregarious network in the service.

The tradition pressworks media will be in all the time extravagant brand occupies position on transmission, will innovate actively in order to hold its position. However, the extravagant brand that perhaps meeting dictate did not come to gregarious website travels, at the same time its oneself comes to the impetus that develops to cannot foreknow promote the dialogue of luxury brand and its consumer, this is before any transmission drive all cannot be likened to. The CEO of Evins Communication of company of famous public relations says, the transmission that the real value of gregarious network depends on it is not constitutionally “ drive “ or “ hook in “ . And traditional media goes too much hook in lures customer, use the information bomb consumer of excessive. Gregarious website is the what side that allows him consumer to decide to pay close attention to what brand, brand. This kind of feature of gregarious network will make its become luxury future essential, principal transmission way.

Trend 2: Le of Zhi of  of male land of archives of favour of Fu Lian boil chases after Zi to arrange gum be ignorant of to warmth ablaze

In the period that the market flourishs, a lot of groups that are without experience in luxury domain, be like: ⑼ of Α of analyse of bail of ⑸ of if excuse me crouchs Φ of  of skirt of ⒆ of otter of ┥ of Mao of Ken of  of ⒎ of Zhen of  of thistle of Jiao of ⑺ receiving to fold to still save harmonious of archives of flying peach of Qian Fu Lian to arrange our glad chimney to stop already Zhi of  of land of P of curtain of  of act of  of lever admonish  murders reed. Luxury industry has an adage is “ who serves the most wealthy person, who can gain a success in this domain “ . But the slow production process of luxury and not easy mass increase production make new entrant very difficult succeed quickly.

The entrepreneur with a few abundant capital that enter town in bovine city is gradually clear, the be full of and consume luxury and can‘t make its become luxury offer person of oneself, the way that becomes you especially is not when be a center with consumer. Luxury needs extraordinary talent skill and divine enthusiasm to serve customer, few brand can achieve constant land such. Do a lot of new entrant send course of study of extravagant now moral? , you need endless time talent somewhat achievement, and very few person can have enough patience among them. Of the person that enter newly exit in succession to a few a good signal is for the faithful to luxury, luxury company that has consecratory mind truly, they can recapture hegemony, come for the common interest of enterprise and consumer the standard dominates this luxury industry.

Trend 3: Large bamboo hat of humble of Lian of Fu of  of part of the day of  of beanstalk of  of  colour Ling touchs  of cool Piao plaque to mire  of generation of gum of Ju Huan of brightness Ji of assorted  

In economic prosperity period, luxury brand thinks they are negligible the collection of consumer data and quality. Startling is, even if top class and extravagant brand, also meet scanty know customer deep at going and promote its to consume an experience hard. Demography data, wait to still be in like email address, family address, telephone number was not collected, organization or updated condition. The consumption of consumer trades record, also be the core that consumer analyses, just still be applied mechanically by accounting department, and rather than is applied effectively by sale and place of section of the market.

2010 and even future, this kind of phenomenon that ignores consumer database will terminative, the government that begins to take consumer database seriously because of luxury brand and apply, come from this fluoroscopy goes out seasonable, the consumer information that possesses practice guidance sense.

Trend 4: Fu Lian is returned south  Si Ke kills bail of extensive box law

In luxury industry, a conflict that has negative effect extremely is: Fall of the person that scabbard of reason of pray of large bamboo hat of humble of Lian of artful Fu of thirsty of colour Lu of  of Xing of cleanse of  of Niao of endowment prize  hays because they feel to offer information to be able to reduce him offset cost,Liang protects? of bank of colour whistle of  of ┫ of Mao of bank of large bamboo hat of Zha of  of Ben Yan of thirsty haying Liang.

A lot of sales regard consumer information as the tool that keeps the job. The company is offerred to salesman rarely be beneficial to salesman and be in at the same time reservation consumer, undertake consumer buys a respect supplementary sale and alternate sale, activation good also to the company help and support. And, salesman won‘t be collected because of wisdom ground and use consumer information and get a company approbate and reward.

In economic situation bad situation falls, lacking consumer data to had been proved is the disastrous blow of pair of salesman and enterprise. 2010, the choose that we expect to see luxury company can redesign their salesperson, groom and reward a mechanism, come drive group collaboration and accurate consumer data are collected, the purpose is the database that can form a rich insight, will promote the consumption of consumer the experience ceaselessly.

Trend 5: Act of Cheng of  of Mu of busy of  of raw meat or fish of low Pu of large bamboo hat of humble of Lian of Fu of the accept that divide Bi

Mournful is, inside global limits, extravagant brand of Europe is not the model that provides conspicuous consumption experience, although they are the birthplace of luxury. Interactive quality and service quality are in the consumer of European luxury brand of the whole world did not accomplish anyplace the product with them and shopping environment is euqally outstanding.

Luxury controller of Europe people had realized, they present basically hold the post of? It is to want to go up in consumptive experience not just the extravagant brand that beats blame Europe, be like Ritz-Carlton, lexus, the Four Seasons, should surmount them in the round below new condition more. This need all the time since the European luxury company that is a center with the product undertakes substantially culture transition, turn to be a center with consumer. This kind of transition needs ability a few years to finish. We are expecting to see top class Europe luxury the card meets a challenge active and enthusiasticly and weighed model ego 2010.

Trend 6: Ji Nie dash forward Ч impossible pours elaborate of ∪ of tan1huan4 of  of male Ч of Fei Dong small car

A few main luxury businesses had decided to use client relation to run a system, but the client management method of the client management method of luxury and mainstream is having very big different. Here accumulate contained crisis is, the leader religiosity success of a lot of luxury companies is parameter of consist in data, analysis and technology in.

Important to luxury company is, should use correct culture, viewpoint of value, person, mastery of a skill or technique above all, measure and reward a mechanism to redesign an extraordinary, the can go down continuously consumer of essence of hit the point experiences and internal trade process. Data parameter, analysis and technology should be applied to be in after the culture that is a center with consumer is built inside the enterprise.

Luxury brand should realize, client relation manages the person of the system that offer not to know luxury, and had not participated in client relation to run practice truly certainly, they are systems of sale client management merely. The client relationship management of luxury is a honest effort, below the circumstance that counteracts relation of discreet choice client to manage a provider in the culture that is a center with consumer only, ability develops effectiveness.

Trend 7: Haze of Yin of Hao of meal of Lian of Fu of planning postscript warm up knocks at companions of? of bursa Qiong Piao to compare family and friend to the evaluation with true and serious product recommend more influential force.

Study according to world luxury an investigation of association shows, the rich consumer of 42% thinks “ come from the rank at believing a source authoritatively and evaluation “ it is to affect its to purchase decision-making the mainest factor. Rich consumer people buy to using the opinion that comes from a companion to do decision-making feel more and more suit. As long as news source is true and authentic, many companion place collects a large number of experience that give is reliable to the purchaser of luxury with major.

Consider to show, all along from the companion group collect an opinion far the opinion of singler than coming from person is honester, even if this individual is to have reliable knowledge. This one trend also echo trend one in gregarious network will produce mainer and mainer effect this one viewpoint. The vermicelli made from bean starch of gregarious network group can collect the people with much interest same characteristic, they express opinion view on the network, these evaluation information content are big and concentration, once have the model of crowd form etiquette of luxury knowledge, will give indecisive customer people bring to bear on to be affected strongly.

2010, luxury industry needs to a large number of time go restoring and surmount the brightness 2007. However, luxury industry has circular feature, and as global economy gradually get warm again after a cold spell, luxury industry will be benefited from which. A surname of large bamboo hat of humble of Lian of Fu of  of  of our Gua  ? Coruscate is unripe 2010 machine, they can improve somewhat certainly, but the likelihood won‘t be apparent.

The Asia remains the window of luxury industry, they will bring tremendous growth to luxury industry. Top class and extravagant brand been beginninging to innovate at ego and revive, after these effort will make they are in a few years, happen active, the change of world-shaking.

Luxury SNS transmits agency

brand · consumer · luxury · The · will

After 1998, although white wine is sufferred in China desolate, can be in the world other country however ovation. Taste pure and fresh, fruit is sweet full-bodied, cheap and fine, white wine gets of consumer chase after ardently hold in both hands. Go to cloth Lisbon from Boston, french suddenly straightforward white wine conquered by tens of thousands bishop lover, this is the bishop with the at present most welcome whole world.

Study according to Chinese industry the investigation of the net shows, chinese home all the time the production of ignored white wine, but partial consumer begins to fall in love with white wine however. Thunder commander and long lovesickness is the product that homebred bishop lacks all along. Work to be in China in vain partly start, it is mature that the taste that shows customer is in, go after more extensive taste ceaselessly, because white wine is iced will drink commonly,also may be, suit southern climate quite, and dish of easier tie-in China. Will integratedly look, white wine hopeful makes the new point of growth that prospective bishop imports.

Because of inherent concept, traditional preference and cognitive to bishop confine, consumer of current very much China thinks bishop is red wine, this also is the main reason that causes domestic claret consumption to take absolutely advantage, claret consumes scale to be as high as 90% above on average.

But this number differs professionally along with operator, and have huge change. According to statistic, a few professional tall wine business, white wine sale can be achieved 2 to 3 into. Believe, mix to bishop rises cognitively as consumer gain ground, white wine will make next popular big trend.

White wine

bishop · China · consumer · white · wine

Boston seeks advice from a company 21 days to issue a report, forecast China to will be in future 5 to the world is made inside 7 years market of the biggest luxury.

This report of Bostonian advisory company says, the amount of Shanghai and inn of Beijing luxury door already comparatived with new York, Chicago nowadays. Brand of a lot of luxury had built many point of sales in 2 class city of China.

“The luxury point of sales that China exceeds half the number is in the practice inside nearly 3 years. The luxury brand competition in Chinese market already from contention domain, fast dilate, move is spent to the brand loyalty that stresses education consumer went up, “ Lv of director of director of district of the speaker of Bostonian advisory company, big China shakes say.

He says, chinese average per capita can control income to predict to will grow one 2015 times above. At the appointed time, chinese luxury market will occupy the 29 ％ of world gross.

Boston seeks advice to passed pair of 2550 China consumer to investigate discovery 2009, age of luxury consumer main body is in 25 – 35 years old between, greatly young at western developed country the average age of 40 years old of above.

Lv shakes say, chinese consumer still is not very familiar to luxury brand, most person still is fumbling the brand that suits oneself. The opportunity that this means luxury to win new customer is very great.

He says, the person that there are nearly 70 ％ in the luxury shopper that investigates in Beijing and Shanghai place wants more during overseas travels, shop. For instance, outback consumer has occupied the half above of sales revenue of Hong Kong luxury. The expense that tourist of a few inland buys luxury when Hong Kong travels is in than them the expenditure that is in a city one year is much still.

Luxury market

China · consumer · luxury · market · years