China's growing consumer base and expanding economy means more disposable income for more Chinese citizens. The Chinese market for luxury goods is expected to expand from $2 billion this year to nearly $12 billion by 2015. Today's biggest global luxury goods retailers expect China to make up a large and ever growing portion of their customers, and those businesses are responding with new stores and investments in China. Luxury China gives readers–particularly professionals in advertising, marketing, and the luxury brands industry–a deep look into the future of the Chinese luxury goods market and shows them how to tap into China's tremendous market potential.
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About the Author
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.
Table of ContentsForeword ix
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
What People are Saying About This
This is the first book to provide all necessary information for aluxury brand trying to develop its business in China. It indicateshow the consumers, the stores, the markets and the communicationtools are different and must be understood and used in a consistentand harmonious way. It gives examples of brands that have done welland brands that have done less well, so that the reader canunderstand the best practices in this territory.- Mimi Tang, President, Asia and Pacific, Gucci Group
Is the China luxury market a long-term gold mine, a short-termmine field, or both? This timely and insightful book answers thisquestion—and many more! No doubt a book every manager of theindustry should read before investing or investing more in thisfascinating country.- Eric Douilhet, President, Bluebell (Asia) Ltd.
The Chinese El Dorado for luxury brands is not a quiet one-waystreet. More than anywhere else in the world the learning curve isa long and sometimes painful process. In Luxury China, MichelChevalier and Pierre Lu share their outstanding experience ofluxury brand management in China to help us assess and understandthe marketing and business challenges, and better respond tothem.- Alexandre Fauvet, Director for Licenses &Distribution, Lacoste SA
Luxury China provides a complete exploration andexplanation of the argument that China’s potentiallysubstantial surplus from foreign businesses can be considerablyjustified by the success of the luxury sector. Through affluentcases from both Europe and China, readers will learn about thevigor, acceleration, and future of the Chinese consumermarket.- Professor Lu Xiongwen, Dean, School of Management,Fudan University
The merit of this book, Luxury China: Market Opportunitiesand Potential, is that it is the first one to clearly indicateand to substantiate the fact that China has become a priority forthe most dynamic brands and it gives very clear indications aboutthe way in which the market should be developed.- Sidney Toledano, President and CEO, Christian DiorCouture
Most Helpful Customer Reviews
Just go to result six....unless u locked urself out on purpose...