Il lusso che vende al dettaglio in Cina presenta chiaramente le occasioni tremende, ma anche i rischi e le sfide. Oltre che l'intensificazione della concorrenza come è comune fra i mercati emergere, il più significativi ed il relativi delle sfide per le marche di lusso interessano le regolazioni di diritti di proprietà intellettuale (IPR), la struttura di tempo per un ritorno sull'investimento, la consapevolezza di marca di lusso bassa, il turismo cinese crescente e l'infrastruttura al minuto limitata.

Legga il resto “delle marche di lusso in Cina: La parte IV„ o invia un commento >>

Strategie per le marche di lusso

Da Nick Debnam & da George Svinos, KPMG

Per determinate marche di lusso, la Cina già outstripped sia il Giappone che Hong Kong come il più grande mercato unico in Asia il Pacifico. (37) Ma la presenza crescente delle marche di lusso in Cina sta portando con esso la concorrenza più grande. Le vie più occupate del paese, quale la strada di Nanjing a Schang-Hai, stanno testimoniando la concorrenza feroce fra le marche di lusso del mondo. Mentre alcuni hanno avvertito che il mercato della Cina sta essendo saturato, (38) per il momento l'ambiente è ancora positivo per i debuttanti potenziali.

• Vendita

Poichè la maggior parte dei consumatori cinesi hanno bassi livelli di consapevolezza di marca, inoltre hanno bassi livelli di lealtà di marca. However this also means that sales staff can be an extremely powerful tool –with the ability to not only inform consumers of the benefits of their brand, but sway them towards making a purchase.

Read the rest of “Luxury Brands in China: Part III” or post a comment

Profiling the Chinese consumer

By Nick Debnam & George Svinos, KPMG

While hard work and plain living have been revered virtues of the Chinese people for generations, there has been a growth in demand for foreign-branded or imported goods.(19) But running counter to the growing habit of consumption in China is the traditional propensity to save. Though luxury consumption is growing, for most the dominant social idea is still prudent consumption and undertaking no more than you can perform. (20)

Research suggests that while the emerging middle class will continue to save heavily, they will also spend increasing amounts of money. (21) This is consistent with trends that suggest that China’s younger generation of teenagers and twenty-somethings show less of the caution of their parents and grandparents, and far more inclination to spend than to save. Read the rest of “Luxury Brands in China, Part II” or post a comment

It took Bill Gates twelve years and billions of missed revenue, profit and market share opportunities to learn how to do business in China … the Chinese Way.

Microsoft came to China in 1992. Eleven years later, with global revenues of $35 billion US, in China the second largest PC market in the world, Microsoft-China revenue was $300 million, and it was operating at a loss.

Read the rest of “Microsoft and Wal-Mart in China” or post a comment >>

Part I: Luxury brands and the retail sector in China

By Nick Debnam & George Svinos, KPMG

Foreign companies share a growing interest in tapping into China’s luxury market. Statistics show not only that the number of wealthy people is growing fast in China, but that their willingness to spend on big-ticket items is also on the rise, driven by an appetite for status as well as the comforts and trappings of luxury products.

China’s economy grew 10.3 percent in the first quarter of 2006 from the year earlier, overtaking the United Kingdom to become the world’s fourth largest economy. According to a preliminary estimation by the National Bureau of Statistics in China, the GDP of China in the first half of 2006 was RMB 9.144 trillion, a year-on-year increase of 10.9 percent. Total retail sales of consumer goods for the first half of 2006 also experienced significant growth, reaching RMB 3.644 trillion, a year-on-year rise of 13.3 percent. Overall, China’s retail sales have been rising at their fastest pace as increasing incomes spur spending on cars, furniture and electronics.(4) Read the rest of “Luxury Brands in China” or post a comment