By Lionel Sim
As has been made crystal clear thus far – it’s China leading luxury. China is also bossing it in the world of luxury automotive, accounting for almost 90% of the sales growth for leading luxury automakers in 2017.
China made up 27% of overall sales, three percentage points more than in 2016, and the number of luxury cars sold in China rose 17%, compared to the rest of the world according to a report from Nikkei Asian Review. Continue reading “How Luxury Car Brands Capture Their Customer with WeChat Mini Programs”
By Jiaqi Luo and Nick Withycombe
You’ll have noticed that we didn’t opt for a shout-y ‘big numbers’ headline that conveys no other information than China has a large population and many people bought many things. Whether hundreds of millions of people were buying billions of RMB of items or not (they were) is no simple bell-whether for strategy. In fact, luxury brands need to tread carefully during the sales mania of Double 11.
The most consumerist baby on Earth was conceived by Alibaba in 2009. If you’re new, then it’s called ‘singles’ day’ and falls on the 11th of November, with 11/11 marking out the ‘1’ of dreaded singledom into a hyped shopping fest. Now, it even has a reasonably nauseating ‘gala’ with colourful lighting and whichever western star is paid the most to perform in front of baying masses. This year it was Mariah Carey. Continue reading “How Luxury Brands Win in Double 11; Exclusivity – and Simplicity”
by Nick Withycombe
Millennials, yes fine. We get it. All of us have referenced the Chinese Millennial so often that the syllables may have lost all meaning by now, becoming some sort of ritualesque mantra chanted out on a weekly basis at the latest ‘can’t miss’ China expert panel discussion.
But what about Gen X? They matter too! They may be a little older, they may not be quite as sleek-sounding and the ‘Gen X mindset’ doesn’t seem quite as sexy (more like slippers and a good book), but logically speaking they are a crucial segment of consumer demographic. Continue reading “Move Over Millennials – Chinese Gen X are Just as Sexy”
by Cindy Choo
With a completely unique digital playground, any travel and hospitality brand needs to engage with their affluent Chinese customer according to their App-based, mobile preference.
Players in the hospitality or travel sector should already realise the importance of Chinese travellers – Chinese tourists made 130 million overseas trips in 2017, with total spending amounting to US$115 billion, according to a report from China Tourism Academy, and the number is projected to jump to 390 million in the next decade.
A survey in 2017 revealed that 95 per cent of Chinese millennials had not bought print media in the last year. China is the global leader in proximity mobile payment adoption, accounting for 61.2 per cent of the worldwide user base in 2018.
So who are the key players in sales, marketing, reviews and content platforms that engage Chinese luxury travellers? Continue reading “China’s Luxury Travel Apps (Finally) Explained”
by Nick Withycombe
What’s new? What’s coming next? These are the go-to questions on ‘China marketing’, whether you’re a journalist looking for a headline or in the industry and looking for the most cutting-edge, client-wowing solution.
If you are seeking further understanding on China, then media content and events are available routes where answers and help may be expected. However, much of this just spreads the same basic messages – and my question is whether an adult really needs to be told that in China you need to ‘research your target audience’ or ‘be customer focused’. Oh, we were about to not be customer focused – thanks! I have the same confusion when I read a sentence such as ‘in China, you need to be digital and mobile’. Continue reading “Op-Ed: Why Not to Try Anything New in China, from Not a China Expert”
By Nick Withycombe
Even the briefest of browses through international media should turn up clear indications of the power of the Chinese consumer. Bain & Co’s ‘China consumes 32% of global luxury’ is perhaps the best known, while big number after eye-opening stat can be trotted out to really clarify – to anyone who has been living in a cave for the last decade – that your luxury business really ought to be selling to the people that want to buy most of it. Continue reading “Op-Ed: The One Way to Succeed in Business in China”
It isn’t in any doubt that China is the place to be for luxury brands. How can businesses take the first steps to tapping into this huge market? Thankfully, the opportunity is possible due to China becoming one of, if not the most digitally innovative country in the world.
Here are 8 ways WeChat can work magic — even for a company based outside of China: Continue reading “8 Ways WeChat Can Work Magic for Luxury Brands in China – and Beyond”
Last week saw over 150 British brands and several thousand Chinese visitors attend the Best of British exhibition —organised by Media Ten — to network, connect, learn and strengthen partnerships between China and the UK.
The timing was perfect, with Xi’s announcement at the 19th National Communist Congress, taking place in Beijing, that China was continuing to focus on “opening up” for business across the world.
Continue reading “5 Things British Brands in China Can Learn From Shanghai’s ‘Best of British’ Exhibition”
Five years ago in China, if you asked a consumer to name a luxury British brand they would have mentioned the likes of Burberry, Rolls Royce and Jaguar. Then, British brands equaled quality, heritage, and craftsmanship – but rarely implied innovation. How times have changed.
Today, ask luxury consumers that same question and the answers are surprisingly different, and refreshing. Jo Malone, Anya Hindmarch, Victoria Beckham, Matchesfashion.com, Strathberry, Charlotte Olympia, Sophia Webster, Belstaff – the list goes on! Today’s British luxury is young, cool, innovative and niche.
Continue reading “How Can British Brands Connect with China’s Luxury Consumer?”
With Shanghai hosting the 11th ILTM Asia (International Luxury Travel Market) this week, The Luxury Conversation takes a look at a growing group of sophisticated Chinese traveler. We call them the EASTs: “Experience and Adventure Seeking Travelers”.
The EASTs are forgoing snaps of the Eiffel Tower for hiking trails in Patagonia and off-piste skiing in Canada. These EASTs are young, interconnected via social media, and excited to flex their buying power on unique experiences.
Continue reading “How Brands Can Keep Up With China’s Luxury Travellers – the EASTs”