Two Major Phenomena Of Luxury Consumption In China Are &Nbsp; Chinese Characteristics Are Very Obvious.

China, which accounted for 12% of the global luxury goods market last year, rose by 3 percentage points to 15% this year.

According to Goldman Sachs's latest Asia Pacific consumption data, almost all the luxury brands that have landed in China have gained two digit growth in the coming 2010.

The development trend of the Chinese market is amazing. In fact, after more than ten years of development, it is in China.

Business gifts are "Chinese characteristics"

According to a survey, the purchasing power of luxury goods in China's high-end population is 1.5 times that of the Japanese and 3 times that of the Americans.

According to the Boston consulting company, by 2015, China will account for 32% of the world's luxury consumption and become the world's largest luxury market.

The luxury brand is naturally aware of this trend. The Swiss Longines watch upgraded its Asia Pacific Image Ambassador Lin Chiling to the global ambassador in 2009, and arranged for this year to photograph India's actress Ash Val Ya Ruier and British actor Kate Winslet together with their new global advertising.

This move has nothing to do with the importance of the Chinese market.

Li Li, vice president of Longines's China business and marketing, said that historically, the rise of a country's economy will drive the spread of its consumption concept across the globe, as well as in the field of luxury goods.

The luxury brands and consumption concepts of Europe, the United States and Japan have all benefited from the rapid development of the economy in different periods in the world.

Now, the rise of China's economy has made the world realize that, besides manufacturing in China, China's consumption has also released enormous energy, and Chinese culture has also become a fashion and even fashion in the world.

For example, the use of Chinese characters on T-shirts is very popular in foreign countries, and the Chinese people's aesthetic values are naturally more and more valued by the world.

2010 China released by Rhodes public relations

To the second tier cities, to the quality of the first tier cities.

"Luxury in China

In order to cater to the trend of the Chinese market, improving sales volume in the two or three tier cities and establishing image in the first tier cities has become the development strategy of many luxury brands in China.

In recent years, luxury brands have opened up new stores in two or three cities at an alarming rate.

This year, Gucci has opened 5 stores nationwide, 4 of which are in two or three tier cities: Zhengzhou, Ji'nan, Guiyang and Taiyuan.

In the first tier cities, the competition between luxury brands has shifted from open shops and rapid expansion to improving customer experience and services.

Luxury brands also enhance brand spirit and culture, and cultivate brand loyalty of consumers.

The common practice is to find successful people, cultural figures or sponsoring activities that fit the brand spirit to enhance the cultural connotation of the brand.

Several recent brand events in Beijing are listed here.

For example, Liao Yu, vice president of the brand China, presented a valuable professional diving table to Wang Shi, chairman of Vanke's board of directors, at the Swiss watch table 275th anniversary.

"Wang Shi is both a successful entrepreneur and an accomplished explorer.

His constant breakthroughs, enterprising and challenging traditional beliefs coincide with the brand spirit of Bao Po.

Liao Yu said.

BMW's sponsorship of the Discovery discovery channel, the Chinese character ambition dream chapter, is also the same.

Zhang Fang, senior vice president and general manager of Discovery Asia Pacific TV network, said that many prominent figures emerged in the course of China's development, which are to some extent a microcosm of China's miracle.

What really reflects China's development is people, not cement, design and technology.

Dr. Daley, senior vice president of marketing at Bmw Brilliance Automobile Ltd, said that the most important reason for sponsoring the film is that this program talks about people.

To understand the connotation of brand, it is still through people.

The Chinese dream is represented by people, which is very compatible with BMW's brand sentiment.

Luxury products begin to get involved in Internet Marketing

The average age of luxury consumer groups in China is 15 years lower than that of the global consumer group, and the majority of them are between 25 and 44 years old.

Shopping online, watching TV shows, watching news and chatting have become the main way of life for this group.

To cater to the backbone of luxury brands and attract younger potential consumers, the marketing strategies of luxury brands are also changing, and they are beginning to get involved in Internet marketing, once considered "inaccessible".

In the past two years, the online stores of luxury brands have already opened to China from Europe and America.

At present, Armani and other companies begin selling seasonal products through official online stores.

Italy YOOX group, which specializes in setting up online stores for luxury brands, has recently landed in China.

"Luxury brands have always been conservative in online marketing, but now the demand for consumers is changing. No matter how strong the brand is, they can not stick to the original marketing methods and adjust them according to the change of consumer demand."

Luxury website "excellent network" marketing director Huang Siwei said.

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Recently, at the 2011 China luxury market development summit forum held in Beijing, a number of portals, luxury websites and fashion websites executives said that in the past one or two years, luxury brands' advertising on websites has achieved a trend of further growth.

Of course, not all luxury brands advertise on the Internet.

According to Huang Siwei, at present, products advertised on the Internet are generally standardized, easy to produce and have high brand awareness, such as watches, perfumes, accessories, etc.

From the price point of view, most of the products are low-end products of various brands, and products with high price or top brands are generally not going to do so.

Wang Yi, director of sina Shang pin channel, said that in addition to the characteristics of interaction and speed, the online community is also an important factor in attracting luxury brands.

How to find a buying group is very important to luxury goods, and the network community has the function of circles.

Li Li said that the challenge for luxury brands to advertise on new media is that many people will not take the initiative to click on advertisements.

In order to disseminate brand information more effectively, the brand will also disseminate information on new media such as social networking sites, BBS, micro-blog and other new media through manufacturing topics. Some influential landowners and bloggers in the circle are also being valued by luxury brands.