By Nick Withycombe
China’s unique and continually evolving market creates exciting opportunities. Rather than try any crystal-ball predictions, here’s my summary of what this year can show us about the next, and what to look out for. Continue reading “The China Luxury Market in 2019 – 5 Things to Look For”
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”
It’s safe to say that Chinese consumers are even more knowledgeable about the world of luxury than their Western counterparts. In fact, luxury is a way of life for affluent Chinese consumers, and this arguably affects brands in many ways.
One of the major changes of recent years has been the shift from making blingy, big-logo purchases to a more curious look at luxury. Today, it’s about being discerning, as having a savvy knowledge of luxury goods expands from China’s first tier cities and well-travelled set of affluent consumers, to reach wider, regional audiences. Continue reading “Op-Ed: Hyper-localism – Luxury Brands in China Must Prepare to ‘Go Local’”
Chinese Valentine’s Day, AKA Qixi, is this week, leading to a near infinite spread of ‘love-based’ brand campaigns. But just what does love – and marriage – mean for the affluent, urban Chinese consumer?
Once we start talking about ‘marriage in China’, we might end up with a chin-strokingly meaningful book on the issue. Trying to define any issue in China needs a targeted segment to discuss. While across regions and demographics the issue of marriage is certainly very complex, if we look at the affluent sector which pertains to luxury brands, marriage is still very much a core of both society and individual life.
What must brands know about the journey of the luxury Chinese consumer through marriage? Continue reading “Sex, Love & Marriage: Chinese Millennials Do It Their Own Way”
By Jiaqi Luo and Nick Withycombe
The development of China in the last decade is most easily visible through big numbers. But stats such as ‘Chinese travelling overseas increased by 1,380% from 2000 to 2017‘ don’t help to understand the intricate changes in society that have taken place. One of these enormous (seismic, tectonic, however far you want to go) changes is in the new parenting culture of China’s affluent Millennial generation. Continue reading “China’s ‘Hot Mamas’: Millennial Parents, The New Force in Luxury Spending”
By Jiaqi Luo
In a modern world of diversity, cross-cultural interchange and rapidly evolving societies, it remains fair to say: women love lipstick. In the west, the term “lipstick effect” was born; when disposable income drops during a time of economic crisis, lipstick sales rise. Women love lipstick because it is an affordable product that instantly feels luxurious and increases their confidence level. (editor’s safety note – the writer is a woman!) Continue reading “How YSL Picked Up a Social Lipstick Trend in China – and Won”