资源描述：
《中国奢侈品行业报告来自KPMG（英文版）》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、RETAILLuxurybrandsinChinaConsumERmARkETs©2006KPMG,aHongKongpartnershipandamemberfirmoftheKPMGnetworkofindependentmemberfirmsaffiliatedwithKPMGInternational,aSwisscooperative.Allrightsreserved.ContentsIntroduction2KeyfindingsfromTNS4LuxurybrandsandtheretailsectorinChina10ProfilingtheChinesecon
2、sumer14Strategiesforluxurybrands18Thechallengesahead24Taxandregulatoryissues28KPMGcontacts32©2006KPMG,aHongKongpartnershipandamemberfirmoftheKPMGnetworkofindependentmemberfirmsaffiliatedwithKPMGInternational,aSwisscooperative.Allrightsreserved.LuxurybrandsinChinaIntroductionChinahasexperienc
3、edarelentlesssurgeinconsumerbuyingpowersincethe1990s.TheChineseconsumerhasbecomewealthierandmoreacceptingofWesternretailformats–withinternationalsupermarketchains,departmentstoresandmassretailerspavingthewayforluxuryretailers.LuxurybrandcompanieshavebeeninvestingintheChinesemarket,withLouisVu
4、itton,Bally,GucciandFerragamoamongthefirstwaveofretailerstoopenoutletsinChinamorethan10yearsago.1Butnow,withconsumerspendingpowerincreasingandthelooseningofgovernmentrestrictions,foreignluxurybrandsfacepressuretostrengthentheircommitmenttothemainlandorrisklosinggroundtotheirrivals.Luxuryisaco
5、nstantlyevolvingandsubjectiveconcept,andnoteasytodefine.Butmoreoftenthannot,thewordisusedtodefineaninessentialbutdesirableitemorastateofextremecomfortorindulgence.Whatsetsluxurybrandsapartisthattheycommandapremiumwithoutclearfunctionaladvantagesovertheircounterparts.Yetconsumersarewillingtopa
6、ythesignificantpricedifferencebecausetheyhaveauniquesetofcharacteristicsincludingpremiumquality,craftsmanship,recognisability,exclusivityandreputation.2Luxurybrandsnotonlyconveyastandardofexcellence,butactassocialcodesindicatingaccesstotherare,exclusiveanddesirable.3Thismakestheluxurymarketap
7、articularlyinterestingonebecauseitrepresentsconsumptionatitsmosthedonisticandseeminglyirrational–purchasingforthepersonalpleasureitprovidesdespitethefinancialcost.1“LuxebiztakesoffinChinesemarket”,FootwearNews,Vol61(17),20052“Themassmarketing
