ROLAND BERGER-2012,0810,Chinese Consumer Report(Luxury)

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1、ROLANDBERGERSTRATEGYCONSULTANTSIndepthknowledgefordecisionmakersCHINESECONSUMERREPORT–LuxuryAbrandawarenessupgradeWelcominganeweraintheChineseluxurymarketForewordDefiningChineseluxurybrandconsumersEnhancebrandawarenessWinningintheluxurymarket2ForewordChinaisclosetobeco

2、mingthesecondlargestluxurymarketintheworldanditisincreasinglyattractingtheattentionofmajorluxurybrandproducersworldwide.Inviewofthis,RolandBergerconductedastudyonthebehaviorofChineseconsumerswhenbuyingluxurygoodsandtheirchoiceofbrands.Theaimofthestudywastoofferthosecom

3、paniesthatwishtoengageinthisprestigiousandlucrativemarketwithvaluableinsightsabouttheirtargetconsumers.ToachievethisgoalthestudylooksatthekeyfactorsinfluencinganddeterminingthepurchasingbehaviorofChineseconsumers:broadlytheirsocialcharacteristicsaswellaspsychologicalan

4、dbehavioraltraits.Ourexpertsfurthersegmentedtheentireconsumerpopulationintosixarchetypes,whichwecallEraLeaders,WealthySecondGeneration,AmbitiousElites,SavvyInvestors,StylishWhiteCollarsandGiftBuyers.ChinahasagreatdealofconsumerswhocanbecharacterizedasGiftBuyers.Inaddit

5、ion,"showing-off"(exhibitionism)isasignificantfeatureinalltheotherarchetypestoo,albeittovaryingdegrees.OneinfourconsumersinChinabelongtothearchetypeEraLeaders.Oneoftheirstrongtraitsisapenchanttofollowothers.Giventhesefindingsitisnotsurprisingthatinternationallyfamousbr

6、andsarestillthetopchoiceforChineseluxurygoodsconsumers.MemberofGlobalExecutiveCommitteeTobetterunderstandthemarket,RolandBergercloselyexaminedtheconsiderationsandactionsthatculminatePresident,Asiainthepurchaseofluxurygoods.Theynoticedthatthepurchaseofaluxurygoodisthecu

7、lminationoffourdistinctRolandBergerStrategyConsultantssteps.WecallthesestagesOriginofConsciousness,SelectionofBrand/Product,On-siteDecisionandFinalPurchase.Ourexpertsfurtherobservedthatbrandawarenessplaysaveryimportantroleineachofthefourstages.Theincreaseinthenumberofc

8、onsumerswhocanbecharacterizedasWealthySecondGeneration,AmbitiousElitesandTrendyWhiteCollarssuggeststhatChineseconsume