文档介绍：China’s Luxury Consumers:
Moving up the curve
CONSUMER MARKETS
Contents
1 Introduction
4 The passion for luxury
12 Defining China’s cities
16 Choice and brand visibility
20 The traveling consumer
26 Changing business models
30 Transfer pricing issues affecting the luxury sector
35 About KPMG
36 Contact us
Luxury case studies
– Sandra Shek and Allison Pyrah, Swarovski
– Jeremy Hobbins, LiFung Trinity
– Lawrence Lam and Edoardo o, Diesel
– Denise Lo, Chanel
– Giovanni Di Salvo, StraBranding
– Lars , B&W Group
– Nelson Chan, Dickson Concepts
– Michelle Chen and Adrian Pick, Ports Design
– Stan Lee, Xinyu Hengdeli
© 2008 KPMG, a Hong Kong partnership and a member fi rm of the work of independent member fi rms affi liated with KPMG International, a Swiss cooperative. All rights reserved.
1
Introduction
It is less than two years since KPMG China published its first study of the
luxury market, but in that short time things have advanced dramatically. Where
luxury brands were once focused on establishing highly visible (but often barely
profitable) flagship stores in Beijing and Shanghai, many are now reaping the
financial benefits of their brand-building strategies and taking their ambitious
expansion plans to China’s other major cities.
We recognised the need to take a fresh look at the luxury market and seek
Nick Debnam deeper insight into the habits, tastes and motivating factors that are driving its
growth. While luxury goods are affordable to an increasingly wide segment of
Chinese society, consumers are also being exposed to brands with an unrivalled
intensity.
Many of the executives surveyed in this report acknowledged that while status
and the “bling factor” lay behind much of the growth in luxury consumption, it
was too simplistic to see the market solely in these terms. Our survey confirms
this point: Chinese consumers are motivated by an plex range of
factors