Title: Luxury China: Market Opportunities and Potential
Authors: Michel Chevalier, Pierre Xiao
Pages: 300; Cloth
Publication Date: September 8, 2009
Price: US$29.95 (This price is valid for India)
Published by John Wiley & Sons, Inc.
As China's economy surges ahead, the growing urban-affluent segment is luring luxury goods providers worldwide. China is currently the world’s third largest consumer of luxury goods, just next to Japan and the USA. It accounts for 12% in luxury consumer goods sales worldwide, up from a mere 1% just five years ago. Fast-rising disposable incomes of the Chinese have and will continue to fuel this increasing appetite for riches – with the world’s top brands jumping in to make the most of the opportunity.
This comprehensive and practical guide addresses key issues such as the size of the Chinese luxury market, Chinese luxury consumer behavior and their preferences, critical on-the-ground issues such as market entrance strategies, elective retailing, successful communication and advertising strategies, and the pertinent topic of effective campaigns against counterfeits in China.
Illustrated with concrete business cases in different product categories such as high fashion, leather goods, watches, spirits and wines, decoration and table wares, Luxury China analyzes the current market and its evolution in the future. It will also serve as a detailed bench mark for marketers and managers to check against their current situation and devise their next step action plan for further market expansion.
Luxury China will be a useful reference tool for practitioners and students interested in luxury brand management, and an insightful read for anyone fascinated with the flourishing Chinese luxury market.
About the Authors:
Michel Chevalier, a graduate of HEC in France, Michel Chevalier holds an MBA and a Doctorate from Harvard Business School. He started his career at the Boston Consulting Group, then worked for S.C. Johnson and moved into the luxury field. He was successively general manager of Paco Rabanne Perfumes, chairman of Paco Rabanne Fashion, executive vice president of Bluebell Asia Ltd. in Hong Kong and in Tokyo, as well as chairman of the Revillon fashion group in Paris. He is now a consultant for EIM in Paris and office Manager of EIM Shanghai. Michel teaches at University Paris Dauphine and Institut Supérieur du Luxe in Paris specializing in luxury for their MBA course. He has also published numerous articles in journals on retailing and co-authored the books, Pro Logo and Luxury Brand Management, with Gérald Mazzalovo.
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.
Founded in 1807, John Wiley & Sons, Inc. has been a valued source of information and understanding for over 200 years, helping people around the world meet their needs and fulfill their aspirations. Since 1901, Wiley and its acquired companies have published the works of more than 350 Nobel laureates in all categories: Literature, Economics, Physiology/Medicine, Chemistry, Physics and Peace.
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