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Luxury Marketing - China - November 2015

“With advancements in digital technology and marketers’ efforts in planning integrated marketing communication strategies, the scope for campaigns for luxury goods or services is seemingly unlimited. Crossover partnerships to create limited edition products, services or leisure activities inspired by luxury brands are flourishing in China. The key challenge is the impact of experiential marketing and brand extension on exclusivity.

In an era when affluent consumers are eager to act as opinion leaders in their social circles, charting new creative sources is the key direction for luxury brands, and has fuelled an entirely new approach to luxury marketing.”
– Esther Lau, Research Analyst

This report looks at the following areas:

  • Expression of individuality leading the new mix and match style
  • A new scope for luxury marketing
  • Tapping into lifestyle elements and corporate social responsibility (CSR) in the luxury market for established rich
  • Effectiveness of different touchpoints is granular
  • The potential for affluent men market

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Methodology
        • Executive Summary

            • Five distinct groups of luxury consumers
              • Figure 1: Target groups, July 2015
            • Traditional view of luxury: social status and appearance
              • Figure 2: Personal value of purchasing luxury products and services, July 2015
            • Four main categories of luxury buying attitudes
              • Figure 3: Attitudes towards luxury, July 2015
            • Luxury ready-to-wear is the most accessible category
              • Figure 4: Likelihood to purchase luxury branded items or experiential luxury products or services in the next 12 months, July 2015
            • Video clips are the most effective channels
              • Figure 5: Effective information sources in delivering different types of communication objective, July 2015
            • Customisation is driving the luxury industry
              • Figure 6: Interest in a variety of innovative marketing ideas, July 2015
            • Influential marketing channels for different luxury categories
              • Figure 7: Correspondence analysis – Luxury marketing, July 2015
            • What we think
            • Issues and Insights

              • Expression of individuality leading the new mix and match style
                • The facts
                  • The implications
                    • A new scope for luxury marketing
                      • The facts
                        • The implications
                          • Tapping into lifestyle elements and corporate social responsibility (CSR) in the luxury market for established rich
                            • The facts
                              • The implications
                                • Effectiveness of different touchpoints is granular
                                  • The facts
                                    • The implications
                                      • The potential for affluent men market
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Where is China now?
                                              • Influence of overseas tourism
                                                • The focus on lifestyle has led to more mature attitudes towards luxury
                                                • Market Drivers

                                                  • The impact of the economic slowdown
                                                    • Overseas travel purchases – Chinese shoppers abroad
                                                      • The willingness to purchase luxury services is high – lifestyle products to penetrate the Chinese market
                                                        • The problem of ubiquity
                                                          • Digitally connected
                                                          • Key Players – What You Need to Know

                                                            • The decline of mainstream luxury brands
                                                              • How has the trend of personalisation change the game?
                                                                • The rebirth of affordable luxury?
                                                                • Companies and Brands

                                                                  • Burberry
                                                                    • LVMH (Moët Hennessy-Louis Vuitton)
                                                                      • Kering
                                                                        • Coach
                                                                        • Who’s Innovating?

                                                                          • The world of personalisation
                                                                            • When art meets fashion
                                                                              • Crossovers to boost awareness and creativity
                                                                                • Working with charity to show commitment to society
                                                                                  • Lifestyle extension – incorporating sensorial experience
                                                                                    • The masculine world
                                                                                    • The Consumer – What You Need to Know

                                                                                      • Five distinct luxury consumer groups
                                                                                        • The evolving value of luxury consumption
                                                                                          • The popularity of affordable luxury is higher than predicted
                                                                                            • The new age of experiential consumption
                                                                                              • The obsession with customisation and Oriental design
                                                                                                • What is the most effective marketing touchpoint?
                                                                                                • Different Types of Luxury Consumers

                                                                                                    • Figure 8: Target groups, July 2015
                                                                                                  • Outside The Luxury Circle
                                                                                                    • Demographics
                                                                                                        • Figure 9: Target groups of consumer attitude towards luxury, by demographics, July 2015
                                                                                                      • Characteristics
                                                                                                        • Art and Cultural Savvy
                                                                                                          • Demographics
                                                                                                              • Figure 10: Target groups of consumer attitude towards luxury, by demographics, July 2015
                                                                                                            • Characteristics
                                                                                                                • Figure 11: Interest in a variety of innovative marketing ideas, by clusters, July 2015
                                                                                                              • Occasion-Driven Buyers
                                                                                                                • Demographics
                                                                                                                  • Characteristics
                                                                                                                    • Quintessentially Casual Aspirants
                                                                                                                      • Demographics
                                                                                                                          • Figure 12: Target groups of consumer attitude towards luxury, by demographics, July 2015
                                                                                                                        • Characteristics
                                                                                                                            • Figure 13: Interest in a variety of innovative marketing ideas, by clusters, July 2015
                                                                                                                          • High-Powered Masculine Buyers
                                                                                                                            • Demographics
                                                                                                                              • Characteristics
                                                                                                                                  • Figure 14: Interest in a variety of innovative marketing ideas, by clusters, July 2015
                                                                                                                              • Value of Purchasing Luxury Products and Services

                                                                                                                                • Traditional view of luxury: social status and appearance
                                                                                                                                  • Figure 15: Personal value of purchasing luxury products and services, July 2015
                                                                                                                                  • Figure 16: Personal value of purchasing luxury products and services, by age, July 2015
                                                                                                                                • Is globalisation always effective for the luxury industry?
                                                                                                                                  • Cater to a high quality lifestyle
                                                                                                                                    • Figure 17: Value of Purchasing Luxury products and services, by clusters, July 2015
                                                                                                                                • Attitudes towards Luxury

                                                                                                                                  • Four main categories of luxury buying attitudes
                                                                                                                                    • Figure 18: Attitudes towards luxury, July 2015
                                                                                                                                  • Personality driven
                                                                                                                                    • Figure 19: Attitudes towards luxury, by age and monthly personal income, July 2015
                                                                                                                                  • Engagement with digital innovation – the link with expressing individuality
                                                                                                                                      • Figure 20: Attitudes towards luxury, by age and monthly personal income, July 2015
                                                                                                                                  • CHAID Analysis

                                                                                                                                    • Methodology
                                                                                                                                      • Oversea travel experience ties with the appreciation of luxury materials
                                                                                                                                        • Figure 21: Luxury Marketing – CHAID – Tree output, July 2015
                                                                                                                                    • Likelihood to Purchase Luxury Items or Experiential Luxury Products or Service

                                                                                                                                      • Luxury ready-to-wear is the most accessible category
                                                                                                                                        • Figure 22: Likelihood to purchase luxury branded items or experiential luxury products or services in the next 12 months, July 2015
                                                                                                                                        • Figure 23: Likelihood to purchase luxury branded items or experiential luxury products or services in the next 12 months, July 2015
                                                                                                                                        • Figure 24: Interest in a variety of luxury information when surfing the internet, by gender, July 2015
                                                                                                                                        • Figure 25: Interest in a variety of luxury information when surfing the internet, by gender, July 2015
                                                                                                                                      • Watch and jewellery products symbolise social status
                                                                                                                                        • Figure 26: Interest in a variety of luxury information when surfing the internet, by value in luxury, July 2015
                                                                                                                                        • Figure 27: Interest in a variety of luxury information when surfing the internet, by age, July 2015
                                                                                                                                      • Gourmet dining and health-related experiences help build another identity outside conventional lifestyles
                                                                                                                                          • Figure 28: Interest in a variety of luxury information when surfing the internet, by value in luxury, July 2015
                                                                                                                                      • Information Sources and Communication Objectives

                                                                                                                                        • Video clips are the most effective channel
                                                                                                                                          • Figure 29: Effective information sources in delivering different types of communication objective, July 2015
                                                                                                                                          • Figure 30: Information source and communication objectives, by Q5 clusters, July 2015
                                                                                                                                        • Articles and interviews effectively attract Art and Cultural Savvy consumers
                                                                                                                                          • Figure 31: Information source and communication objectives, by Q5 clusters, July 2015
                                                                                                                                        • Offline events meet luxury experience
                                                                                                                                          • Figure 32: Effective information sources in delivering different types of communication objective, July 2015
                                                                                                                                      • Innovative Luxury Product and Service Offerings

                                                                                                                                        • Customisation is driving the luxury industry
                                                                                                                                          • Figure 33: Interest in a variety of innovative marketing ideas, July 2015
                                                                                                                                          • Figure 34: Interest in a variety of innovative marketing ideas, by cluster groups, July 2015
                                                                                                                                        • Chinese culture to reflect Oriental beauty
                                                                                                                                          • Figure 35: Interest in a variety of innovative marketing ideas, by cluster groups, July 2015
                                                                                                                                        • Blurring the line between luxury and art
                                                                                                                                          • Figure 36: Interest in a variety of innovative marketing ideas, by cluster groups, July 2015
                                                                                                                                        • Quintessentially Casual Aspirants are looking for luxury brand crossovers
                                                                                                                                          • Figure 37: Interest in a variety of innovative marketing ideas, by cluster groups, July 2015
                                                                                                                                      • Key Driver Analysis

                                                                                                                                        • Methodology
                                                                                                                                          • Incorporating personal experience to explore luxury brand workshops and creative studios
                                                                                                                                            • Figure 38: Key drivers of users who are very likely planning to purchase luxury branded items or experiential luxury products/services in the next 12 months, July 2015
                                                                                                                                        • Influential Marketing Channels for Different Luxury Categories

                                                                                                                                          • Methodology
                                                                                                                                            • Correspondence map
                                                                                                                                              • Figure 39: Correspondence Analysis – Luxury Marketing, July 2015
                                                                                                                                            • Conventional media remains effective in luxury fashion marketing
                                                                                                                                              • Figure 40: Correspondence Analysis – Luxury Marketing, by gender and age and monthly personal income, July 2015
                                                                                                                                            • Luxury beauty and celebrity endorsements and video tutorials
                                                                                                                                              • Figure 41: Correspondence Analysis – Luxury Marketing, by age and city tier, July 2015
                                                                                                                                            • Travel and Leisure
                                                                                                                                              • Figure 42: Correspondence Analysis – Luxury Marketing, by gender and age, July 2015
                                                                                                                                            • Food and Drink
                                                                                                                                              • Figure 43: Correspondence Analysis – Luxury Marketing, by gender and age and monthly household income, July 2015
                                                                                                                                          • Appendix – Key Driver Analysis

                                                                                                                                              • Interpretation of results
                                                                                                                                                • Figure 44: Key drivers of Users who are very likely planning to purchase luxury branded items or experiential luxury products/services in the next 12 months– key driver output, July 2015

                                                                                                                                            Companies Covered

                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                            Luxury Marketing - China - November 2015

                                                                                                                                            £3,195.84 (Excl.Tax)