Elite China: Luxury Consumer Behavior in China
Elite China: Luxury Consumer Behavior in Chinais a handbook for fashion and luxury brands to better understand the China luxury market and the Chinese consumers. It provides a deep and detailed analysis from the historical, cultural, social, economical, marketing and consumer behavioral points of view.Focusing on the melting-pot value system of the Chinese in the 21st century, Elite china illustrates consumption behavioral characteristics of this culturally rich but newly wealthy country toward luxury goods and luxury brands.After gaining an understanding of luxury consumer behavior and segmentation based on psychographic factors, the author invites readers to make a "market visit" to the key Chinese cities for luxury goods and explains the specificities and differences for each region, such as consumer lifestyles and their special preferences.the book concludes with effective marketing strategies for luxury professionals to improve their companies' performance in China, not only for established brands, but also for new brands (whether international or Chinese) who want to succeed in this booming market for luxury goods.