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1、RETAILLuxurybrandsinChinaConsumERmARkETs©2007KPMG,aHongKongpartnershipandamemberfirmoftheKPMGnetworkofindependentmemberfirmsaffiliatedwithKPMGInternational,aSwisscooperative.Allrightsreserved.ContentsIntroduction2KeyfindingsfromTNS4Luxurybrandsandtheretai
2、lsectorinChina10ProfilingtheChineseconsumer14Strategiesforluxurybrands18Thechallengesahead24Taxandregulatoryissues28KPMGcontacts32©2007KPMG,aHongKongpartnershipandamemberfirmoftheKPMGnetworkofindependentmemberfirmsaffiliatedwithKPMGInternational,aSwisscoo
3、perative.Allrightsreserved.LuxurybrandsinChinaIntroductionChinahasexperiencedarelentlesssurgeinconsumerbuyingpowersincethe1990s.TheChineseconsumerhasbecomewealthierandmoreacceptingofWesternretailformats–withinternationalsupermarketchains,departmentstores
4、andmassretailerspavingthewayforluxuryretailers.LuxurybrandcompanieshavebeeninvestingintheChinesemarket,withLouisVuitton,Bally,GucciandFerragamoamongthefirstwaveofretailerstoopenoutletsinChinamorethan10yearsago.1Butnow,withconsumerspendingpowerincreasingan
5、dthelooseningofgovernmentrestrictions,foreignluxurybrandsfacepressuretostrengthentheircommitmenttothemainlandorrisklosinggroundtotheirrivals.Luxuryisaconstantlyevolvingandsubjectiveconcept,andnoteasytodefine.Butmoreoftenthannot,thewordisusedtodefineanines
6、sentialbutdesirableitemorastateofextremecomfortorindulgence.Whatsetsluxurybrandsapartisthattheycommandapremiumwithoutclearfunctionaladvantagesovertheircounterparts.Yetconsumersarewillingtopaythesignificantpricedifferencebecausetheyhaveauniquesetofcharacte
7、risticsincludingpremiumquality,craftsmanship,recognisability,exclusivityandreputation.2Luxurybrandsnotonlyconveyastandardofexcellence,butactassocialcodesindicatingaccesstotherare,exclusiveanddesirable.3Thismakestheluxurymarketaparticularlyinterestingonebe
8、causeitrepresentsconsumptionatitsmosthedonisticandseeminglyirrational–purchasingforthepersonalpleasureitprovidesdespitethefinancialcost.1“LuxebiztakesoffinChinesemarket”,FootwearNews,Vol61(17),20052“Themassmarketing