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Luxury China
Market Opportunities and Potential
E-Book
Sofort lieferbar | Lieferzeit: Sofort lieferbar I
ISBN-13:
9781118181607
Veröffentl:
2011
Einband:
E-Book
Seiten:
272
Autor:
Michel Chevalier
eBook Typ:
PDF
eBook Format:
Reflowable E-Book
Kopierschutz:
Adobe DRM [Hard-DRM]
Sprache:
Englisch
Beschreibung:
A guide to reaching and profiting from China's expanding luxury consumer class 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.
A guide to reaching and profiting from China's expanding luxuryconsumer classChina's growing consumer base and expanding economy means moredisposable income for more Chinese citizens. The Chinese market forluxury goods is expected to expand from $2 billion this year tonearly $12 billion by 2015. Today's biggest global luxury goodsretailers expect China to make up a large and ever growing portionof their customers, and those businesses are responding with newstores and investments in China. Luxury China givesreaders-particularly professionals in advertising, marketingand the luxury brands industry-a deep look into the future ofthe Chinese luxury goods market and shows them how to tap intoChina's tremendous market potential.
Foreword ixIntroduction xiChapter 1: Challenges and Market Size 1Case study: Alfred Dunhill 19Chapter 2: The Chinese Luxury Client 29Case study: Shanghai Tang 45Chapter 3: Chinese Consumer Attitudes Toward Luxury53Case study: Rolex in China 77Chapter 4: How to Distribute in China 85Case study: Shiatzy Chen 99Chapter 5: Retailing and Licensing in China 105Case study: Louis Vuitton in China 125Chapter 6: Communication and Advertising 137Case study: The War of the Spirits 165Chapter 7: Brand Protection and Counterfeit Activities175Case study: Liuli Gongfang: Breaking into Luxury by way of Glass189Appendices 195Bibliography 241Index 245