Up to now, Chinese bourgeoisie swore only by the famous international luxury brands such as LouisVuitton, Hermes or BMW. Today, some Chinese brands are trying to conquer a piece of the enormous cake: China will represent 20% (27 billion dollars) of the worldwide luxury market by 2015,. Watches, cosmetics, jewelry, spirits or clothing: here nine brands Qeelin NE Tiger Moutai Shang Xia Longio Hongqi Chow tai fook Herborist Dorian Ho which start to emerge and which hope to regild the image of the “made
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2012- 2013 Institut Supérieur de Marketing du Luxe – Sup de Luxe Paris * Préparation du MBA spécialisé « Luxury Brand Marketing and International Management» * Mémoire : « Le marché du prêt-à-porter de luxe pour enfants en Chine, son potentiel, ses spécificités» 2011-2012
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Case 2-1 BMW Taps the Emerging Chinese Luxury market 1a) Human beings have a tendency to demand more luxury products when their income increases. As the text indicates, income of Chinese people has risen over the last few years so they start to demand more luxury goods. With their higher income also the more traditional collectivist values disappeared. 1b) Chinese people believe that the countries in Northern-Europe are symbols of luxury and with their recent rise in income they are starting
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impact of tariffs on overseas purchase of Chinese consumers Introduction Currently, Chinese consumers have become the largest nationality in terms of luxury spending worldwide. However the biggest problem in the Chinese luxury market is that Chinese consumers make most of their purchases overseas. Bain & Company's China luxury market study (2014) demonstrates that Chinese consumers contribute to more than one third of global consumption of luxury goods, which is nearly 380 billion RMB, but
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Pioneer or Dreamer? -- Analysis of the “Shanghai Tang: The First Global Chinese Luxury Brand?” case 1. Introduction According to the case “Shanghai Tang: The First Global Chinese Luxury Brand?”, Shanghai Tang was struggling for more than 18 years to be the first global Chinese luxury brand, but unfortunately, until today, Mr. David Tang, the founder of this brand, still has to face a lot of problems: international brand awareness, costumer approval, operation & marketing strategies
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Report no: 2012. 13. 21 Luxury Consumer behaviour Suvi Lukkarinen & Xing Wei - A Comparative Case Study of Emerging Luxury Markets in China and Finland Visiting adress: Bryggaregatan 17 Postal adress: 501 90 Borås Website: www.textilhogskolan.se Title: Luxury Consumer Behaviour -A Comparative Case Study of Emerging Luxury Markets in China and Finland. Publication year: 2012 Authors: Lukkarinen, Suvi and Wei, Xing Supervisor: Anita Radon Abstract The study on luxury consumers is always connected
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........................................................................... 3 THE CHINESE MARKET .................................................................................... 4 OBJECTIVES ...................................................................................................... 4 TARGET MARKET .............................................................................................. 5 MARKET RESEARCH .........................................................................
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Executive Summary: Luxury brand is regarded as the highest level of prestigious brand. Researchers underscore its intangible value and psychological value, for example: conspicuous value, society value, quality value and uniqueness value. Fashion always associates and integrates the past and the future. Blanc de Chine devoted itself into translating the past Chinese cultural value into modern fashion. Making a comparison among famous luxury brands, we can conclude that even though
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overall market for luxury goods purchased by Chinese customers. There are several characteristics of the Chinese luxury consumer that can be viewed as broad-based, general features of the market. Once these features have been outlined to provide a context for the market in which Shanghai Tang operates, attention can then be turned to the particular customer segment that Shanghai Tang targets. The overall Chinese luxury market. One of the most salient broad-based features of the Chinese luxury customer
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At same time, it shows the consumers expect less for the future; they spend most of their money on the necessities, reducing the budget on the luxury products and expenditure on the entertainment. As the above mentioned, as the income of whole family reduced rapidly in lots of developed countries, which influenced the behavior of purchasing luxury goods, or even stop buying it. But in China, it is completely
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