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World luxury index™ china 2013

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This is a ranking and analysis of the most-searched for luxury brands in the Chinese market.

This is a ranking and analysis of the most-searched for luxury brands in the Chinese market.

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  • 1. In  partnership  with: THE WORLD LUXURY INDEX™ China 2013 THE MOST SOUGHT-AFTER LUXURY BRANDS Photo  architecturepics.org
  • 2. Created  as  a  way  to  provide  luxury  brands  with  a   standardized  way  of  measuring  brand  interest  at  an   international  level,  Digital  Luxury  Group,  in   partnership  with  Luxury  Society,  unveils: An  international  ranking  and  analysis  of  the  most   searched-­‐‑for  brands  within  the  luxury  industry.      ©  Digital  Luxury  Group,  SA   2   A New Luxury Benchmark is Born. The World Luxury Index.
  • 3. A Market with Untapped Potential. "ʺThe  potential  in  China  is  so  important.  You  might  have  a  slowdown  there,  but   the  tank  is  so  big.  There  are  so  many  cities  where  we  have  not  scratched  the   potential  yet” Bernard  Fornas Co-­‐‑Chief  Executive  Officer  of  Richemont -­‐‑  Riding  the  Tiger  of  Luxury,  WSJ,  March  18th  2012
  • 4.  ©  Digital  Luxury  Group,  SA   4   The World Luxury Index China 2013. 400+ brands 6 Key Segments Unbiased insights from the top search engines in China: 680 million+ searches* Cars HospitalityBeautyFashion Jewelry Watches Covering:  *  From  Jan  -­‐‑  Dec  2012
  • 5.  ©  Digital  Luxury  Group,  SA   5   WHAT ARE THE MOST SEARCHED LUXURY BRANDS IN CHINA?
  • 6. 6   TOP 50 MOST SOUGHT-AFTER Luxury Brands in China. Data  range:  Jan  -­‐‑  Dec  2012 1 Audi  奥迪 26 Armani  阿玛尼 2 BMW  宝马 27 Tiffany  &  Co.  蒂芙尼 3 Chanel  香奈儿 28 Swarovski  施华洛世奇 4 Estée  Lauder  雅诗兰黛 29 Jaguar  捷豹 5 Louis  Vui`on  路易威登 30 Bentley  宾利 6 Lexus  雷克萨斯 31 Maserati  玛莎拉蒂 7 Mercedes  Benz  梅赛德斯 奔驰 32 Rolls  Royce  劳斯莱斯 8 Dior  迪奥 33 Sheraton  喜来登酒店 9 Porsche  保时捷 34 Biotherm  碧欧泉 10 Lamborghini  兰博基尼 35 Maybach  迈巴赫 11 Lancôme  兰蔻 36 Omega  欧米茄 12 Gucci  古驰 37 Lincoln  林肯 13 Hermès  爱马仕 38 Borghese  贝佳斯 14 Volvo  沃尔沃 39 Hilton  希尔顿酒店 15 Land  Rover  路虎 40 Clarins  娇韵诗 16 Infiniti  英菲尼迪 41 Benefit  贝玲妃 17 Chow  Tai  Fook  周大福 42 Acura  讴歌 18 Cadillac  凯迪拉克 43 Elizabeth  Arden  伊丽莎白 雅顿 19 Cartier  卡地亚 44 Versace  范思哲 20 Clinique  倩碧 45 Anna  Sui  安娜苏 21 Burberry  博柏利 46 InterContinental  洲际酒店 22 Coach  蔻驰 47 Rolex  劳力士 23 Ferrari  法拉利 48 Guerlain  娇兰 24 Prada  普拉达 49 Longines  浪琴 25 Shiseido  资生堂 50 Rado  雷达  ©  Digital  Luxury  Group,  SA  
  • 7.  ©  Digital  Luxury  Group,  SA   7   Top 3 Brands by Segment. FASHION  CARS BEAUTY HOSPITALITY WATCHES JEWELRY #1 #2 #3
  • 8.  ©  Digital  Luxury  Group,  SA   8   Brands – Who ’s IN/OUT. •  Brands  entering  the  top  50  for  the  first  time: •  Brands  no  longer  in  the  Top  50:     (# 43) (# 50) (was # 42) (was # 48)
  • 9. A Market Going Independant. “Many  brands  expected  that  an  increase  in  Chinese  sophistication  would  reduce  the   cultural  gap  with  their  overseas  consumers.  In  some  cases,  it  actually  contributed  to  the   development  of  unique  local  preferences,  independent  from  Western  tastes,  thus   challenging  luxury  brands  in  terms  of  product  offering  but  also  opening  up  the  way  for   new  opportunities  to  grow  in  the  Chinese  market.”   Pablo  Mauron General  Manager  China  at  Digital  Luxury  Group Photo  Qeelin
  • 10. 10   Chanel Oversteps Louis Vuitton. 2012  Rank 2011  Rank Chanel #3 #5 Louis  Vui`on #5 #3   “Chanel  is  benefiting  from  an  important  level  of  interest  in  China,  mostly  emanating   from  strong  interest  from  Chinese  consumers  in  its  Beauty  products,  which  Louis   VuiSon  does  not  have.”   David  Sadigh Founder  &  CEO  of  Digital  Luxury  Group
  • 11. •   Cars  remains  the  most  searched  for  luxury  sector  in  China 11   Cars Lead. BREAKDOWN BY SEGMENT  ©  Digital  Luxury  Group,  SA  
  • 12.  ©  Digital  Luxury  Group,  SA   12     “Language  barriers  continue  to  create  complexities  between  Chinese  consumers  and   Western  luxury  brands.  Almost  40%  of  searches  are  for  either  non-­‐‑official  or  original   brand  names,  whilst  the  remaining  searches  are  for  their  official  Chinese  name.”   Echo  Zhiyue  ZHOU  (周之悦) China  Digital  Strategist,  Digital  Luxury  Group How Chinese Consumers Search for Brands?
  • 13.  ©  Digital  Luxury  Group,  SA   13   How Chinese Consumers Search for Brands? •   Chinese  consumers  search  for  brands  in  various  ways,  reflecting  how  they  are   being  remembered  in  the  mainland.    Brands  should  keep  this  in  mind  when   developing  their  communication  strategies  for  China,  especially  new  brands   entering  the  market. Variation  of  search  pa`erns   between  segments: • The  Beauty  segment  has  the   highest  ratio  of  Chinese  brand   names • Fashion  is  the  segment  most   searched  in  brands’  original   names,  but  also  in  acronyms   *Benchmark  study  and  analysis  jointly   conducted  with: 62% 66% 30% 20% 6% 10% 1% 3% Search  engines   E-­‐‑commerce  sites* Consumer Search Pattern for Brand Names on Search Engines and E-commerce Sites English  acronyms  or  others Non-­‐‑official  Chinee  name   Official  original  name Official  Chinese  name
  • 14. 14   Differences between Individual Brands. 19% 73% 8% Tiffany & Co. Non-­‐‑official  name   ‘蒂凡尼’,  a   misspelling  of  the   official  one 67% 5% 28% LexusNon-­‐‑official  name   ‘凌志’,  given  by   retailers  before  the   brand’s  official  entry   into  the  China   market  in  2004,  is   still  very  popular       8% 63% 29% GucciSearches  for  ‘古奇’   and  ‘古琦’,  both   misspelling  of  the   official  Chinese  name The  official  Chinese   name  ‘古驰’  is  li`le   known  in  China 95% 5% Estée Lauder Estée  Lauder  is   overwhelmingly   recognized  by  its   Chinese  name  ‘雅诗兰 黛’,  because  of  the   brand’s  consistent   communication  but   also  the  difficulty  to   remember  the   original  name  for   Mandarin  speakers  ©  Digital  Luxury  Group,  SA  
  • 15. 15    ©  Digital  Luxury  Group,  SA   Cars
  • 16.  ©  Digital  Luxury  Group,  SA   16   Top 10 Car Brands in China. #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 (/)* (/) (+1) (-1) (/) (/) (/) (+1) (-1) (+1)
  • 17.  ©  Digital  Luxury  Group,  SA   17   Top  rising  brand Top  declining  brand A Race of Cars. Maybach (-10) Jaguar (+5) Evolution Rank  2012 Brand  Name +5 29 Jaguar +2 18 Cadillac +2 37 Lincoln +1 32 Rolls  Royce +1 15 Land  Rover +1 30 Bentley / 1 Audi / 2 BMW / 6 Lexus / 9 Porsche / 10 Lamborghini -­‐‑1 16 Infiniti -­‐‑1 42 Acura -­‐‑2 14 Volvo -­‐‑3 7 Mercedes  Benz -­‐‑4 31 Maserati -­‐‑6 23 Ferrari -­‐‑10 35 Maybach
  • 18. •  China   is   now   the   1st   market   for   Jaguar.   Sales   have  increased  by  +74%  in  2012,  compared  with   +4%   average   growth   rate   for   the   overall   car   market •  The   joint   venture   with   Chinese   local   brand   Chery  has  triggered  a  lot  of  interest  and  is  also   Jaguar’s  1st  joint  venture  outside  the  UK •  The  1st  manufacture  sector  of  Jaguar  outside  the   UK  is  located  in  China   •  Jaguar   has   paid   great   a`ention   to   product   customization   for   the   Chinese   market   (3.0   L   engine,  long  wheelbase,  etc.) •  Jaguar  4S  stores  in  China  are  equipped  with  golf   practice  fields,  massage  rooms,  internet  bar  etc.,   to  take  care  of  Chinese  consumers’  unique  needs  ©  Digital  Luxury  Group,  SA   18   Jaguar - Rising Star. Photo  autoguide.com
  • 19.  ©  Digital  Luxury  Group,  SA   19   Jaguar - Rising Star.   “This  year  Jaguar  Land  Rover  expects  its  China  sales  to  increase  between  20%  and   30%  over  2012'ʹs  sales,  while  growth  in  Europe  is  expected  to  increase  only  by  a  single-­‐‑ digit  percentage  rate.  Total  investment  in  its  China  strategy  over  the  past  three  to  five   years  was  way  past  £1  billion  -­‐‑  Investment  in  its  joint  venture  with  local  car  maker   Chery  Automobile  Co.  accounts  for  roughly  half.  Under  its  joint  venture  agreement,   JLR  also  must  produce  a  brand  specifically  for  the  joint  venture.  "ʺ Phil  Popham Director  of  Group  Sales  Operations,  Jaguar  Land  Rover -­‐‑  Tata'ʹs  Jaguar  Expects  China  Sales  to  Leap  Over  Europe,  WSJ,  April  23rd  2013
  • 20. 20    ©  Digital  Luxury  Group,  SA   Beauty Photo  Shiseido
  • 21.  ©  Digital  Luxury  Group,  SA   21   Top 10 Beauty Brands in China. #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 (/) (+1) (-1) (+1) (-1) (/) (/) (/) (/) (/)
  • 22.  ©  Digital  Luxury  Group,  SA   22   Skincare is King. •  The  Chinese  beauty  market  is  dominated  by  skincare  -­‐‑   unlike  most  Western  and  other  BRIC  markets   Breakdown of Searches for Beauty Products in China
  • 23. 23   Breakdown by Category. •  Estée  Lauder  and  Clinique,  are  winning  over  Chinese   women’s  hearts  thanks  to  strong  skincare  products 86% 56% 9% 4% 94% 57% 12% 22% 30% 15% 6% 17% 2% 22% 60% 81% 26% Estée  Lauder Lancôme Dior Chanel Clinique Avg.  (Top  5   brands) %Skincare %Makeup %Fragrance  ©  Digital  Luxury  Group,  SA  
  • 24. 10.4% 22.7% 89.7% 77.3% Lancome Estee  Lauder  ©  Digital  Luxury  Group,  SA   24   Victory of Skincare Lines Dedicated to China. •  Overwhelming  brand  awareness  of  Estée  Lauder’s  ‘Nutritious’   line.  At  first  developed  specifically  for  the  Chinese  market,  the   brand  is  now  selling  it  in  western  markets  as  well. Searches  for  ‘Nutritious   collection’  or  ‘Red   pomegranate’,  the  Chinese   name  of  the  line Searches  for  ‘Génifique’  the   most  popular  product  line   of  Lancôme
  • 25.  ©  Digital  Luxury  Group,  SA   25   Most Popular Beauty Products. Clinique  ‘Dramatically  Different   Moisturizing  Gel’,  known  as  ‘The   bu`er’  (‘黄油’)  in  China #1 Makeup •  Chinese  consumers  spontaneously  rename  products   they  love  using  “cute”  nicknames,  often  linked  to  food Benefit    ‘dr.  feelgood’  makeup   primer,  known  as  ‘Piggy  oil’  (‘猪 油膏’,  widely  used  in  Chinese   cooking)  in  China   #1 Skincare  
  • 26.  ©  Digital  Luxury  Group,  SA   26   Top 3 Fragrances in China Most Popular Fragrances. •  Compared  with  the  highly  local-­‐‑specific  skincare  and   makeup  segments,  preference  for  fragrances  is  much   more  in  line  with  international  trends #1 Dior ‘J’adore’ #2 Chanel ‘No.5’ #3 Chanel ‘Chance’
  • 27. 27    ©  Digital  Luxury  Group,  SA   Fashion
  • 28.  ©  Digital  Luxury  Group,  SA   28   Top 10 Fashion Brands in China. #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 (/) (+1) (+1) (-2) (+2) (-1) (-1) (+1) (+17) (+2)
  • 29. •  Bags  and  wallets  dominate  the  Chinese  fashion   market  generating  almost  90%  of  total  interest  ©  Digital  Luxury  Group,  SA   29   China’s Love Affair with Bags. *‘All  others’  include:  belts,  scarves,  ties,  gloves,  cufflink
  • 30.  ©  Digital  Luxury  Group,  SA   30   Top Handbag Models. Rank vs.  Global Brand Models 1 +2 Céline Luggage 2 -­‐‑1 Hermès Birkin 3 +4 Chanel 2.55 4 -­‐‑2 Longchamp Le  Pliage   5 -­‐‑1 Hermès Kelly •  Céline’s  iconic  ‘it  bag’-­‐‑  Luggage,  tops  handbag  models  in   China,  +2  places  ahead  of  its  global  ranking.   For more information please visit: www.worldhandbagreport.com
  • 31.  ©  Digital  Luxury  Group,  SA   31   •  Local  celebrity  endorsement  has   played  a  major  role  in  its  popularity. •  Chinese  ‘nicknames’  for  the   ‘Luggage’    has  made  it  easy  to   remember.  The  model  is  widely   renamed    ‘囧包’  and  ‘笑脸包’  in   China.   •  The  first  word  refers  to  a  facial   expression  –  a  Chinese  internet   meme-­‐‑  that  the  bag  resembles.  The   second  word  means-­‐‑  ‘smiling  bag’-­‐‑   also  linked  to  its  appearance.   Name Helps Product Stand Out. The  Chinese  internet  meme  ‘囧’   refers  to  a  facial  expression,  thought   to  resemble  the  Céline  Luggage   handbag  
  • 32. 32    ©  Digital  Luxury  Group,  SA   Jewelry Photo  Bulgari
  • 33.  ©  Digital  Luxury  Group,  SA   33   Top 10 Jewelry Brands in China. #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 (/) (/) (/) (+1) (-1) (/) (+5) (+3) (-2) (-2)
  • 34.  ©  Digital  Luxury  Group,  SA   34   Big Players Dominate. #1 #2 #3 •  Top  3  brands  represent  almost  90%  of  total  interest •  Rings  is  the  most  popular  product  category  representing   half  of  the  market
  • 35. 73.3% 52.7% 36.8% 25.8% 8.7% 54.4% 0.9% 35.9% 6.3% 1.1% 0.0% Chow  Tai  Fook Cartier Swarovski Brand  &  Products Material Price Points  of  Sales All  others  ©  Digital  Luxury  Group,  SA   35   Breakdown by Search Intention. •  Cartier,  the  higher-­‐‑end  brand  amongst  the  top  three,  generates   more  searches  for  ‘Price’  than  other  search  intentions Breakdown of Search Intentions for Top 3 Jewelry Brands in China
  • 36.  ©  Digital  Luxury  Group,  SA   36   Top 3 Jewelry Collections. Cartier Love Cartier Tank The Tiffany Setting •  Timeless  signature  design  collections  lead  the  way  with  Cartier  and  Tiffany’s •  The  Tiffany  Se`ing  is  known  in  China  by  its  nickname:    ‘Tiffany  6  paws’  (‘六爪’) •  Chow  Tai  Fook  ranks  #1  on  a  brand  level  but  has  no  recognizable  collection  -­‐‑  An   opportunity  for  the  Chinese  brand  to  grow  in  its  home  country? #1 #2 #3
  • 37.  ©  Digital  Luxury  Group,  SA   37   China’s LOVE Affair with Cartier. •   Cartier  entered  the  mainland  officially  in  2001     •   LOVE  collection  launched  in  China  in  2006   •   Cartier  China’s  1st  digital  marketing  campaign   was  for  the  LOVE  collection  with  MSN  China   Luxury  Channel: -­‐‑  Aim  was    to  generate  increased  brand  awareness   among  25-­‐‑35  yrs  old  white  collar  workers   -­‐‑   Created  a  microsite,  resulting  in  +1  million  page   views  during  campaign  period •   Cartier’s  Tank  jewelry  collection  benefited  from   name  recognition  linked  to  extensive   communication  campaigns  by  the  Maison  in  2012   for  the  75th  anniversary  of  the  iconic  Tank  watch.   The  celebration  was  promoted  heavily  on  social   media,  especially  Sina  Weibo,  China’s  No.1  social   platform,  on  which  Cartier  now  has  460K+  fans
  • 38. 38    ©  Digital  Luxury  Group,  SA   Watches Photo  Omega
  • 39.  ©  Digital  Luxury  Group,  SA   39   Top 10 Watch Brands in China. #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 (/) (+1) (-1) (/) (/) (/) (+1) (-1) (/) (+3) Evolution  VS.  Jan  -­‐‑  Dec  2011  (WorldWatchReport™  2012)
  • 40.  ©  Digital  Luxury  Group,  SA   40   Rank 2012 Evol.   vs.  2011 Brand Model vs.  Global   rank 1 +3 Omega De  Ville +12 2 -­‐‑1 Omega Constellation +9 3 -­‐‑ Cartier Ballon  Bleu +28 4 +1 Chanel J12 +5 5 -­‐‑3 Longines Master +34 Elegance Dominates Top 5 Watch Models. •  All  top  five  watch  models  in  China  are  very  classic  and  elegant,  far   away  from  the  world  of  sports  and  chronographs  which  are  more   popular  with  Western  consumers  
  • 41.  ©  Digital  Luxury  Group,  SA   41   Love for Ceramic. •  Passion  for  ceramic  is  overwhelming  in  China  (45.6%  of  total   interest  in  materials)  compared  with  any  other  country,  such  as:     The  United  States  (7.3%),  Japan  (16.7%),  United  Kingdom  (8.5%)   and  Germany  (12.9%)     Breakdown of Watch Material Searches in China For more information please visit: www.worldwatchreport.com
  • 42.  ©  Digital  Luxury  Group,  SA   42   Unleashing China’s Purchasing Power.   “The  need  to  unleash  purchasing  power  promises  future  growth   for  the  Chinese  luxury  watch  market.  Personally  I  think  it  will  maintain  its   rapid  growth  rate,  though  it  might  drop  to  a  stable  rate  compared  to  previous  years,  just  as  China’s  GDP  needs  to  slow  down.  This  is  a  result  of  the   growing  maturity  of  consumers,  selection  range  expansion,  dispersed  purchase   channels  and  development  of  higher  demands.” Yingze  (William)  Bai Editor-­‐‑in-­‐‑Chief,  Horlogerie  Culture  Center  of  China
  • 43. Photo:  Twelve  at  Hengshan,  A  Luxury  Collection  Hotel  Shanghai Hospitality  ©  Digital  Luxury  Group,  SA  
  • 44. Chinese Luxury Hospitality Focus. Top Local Destinations Shanghai   Beijing   Tianjin   Shenzhen   Hangzhou   Top International Destinations Hong  Kong   Singapore   Maldives   Bangkok   Guam   Top 10 Hotels #1 Sheraton #2 Hilton #3 InterContinental #4 Shangri-­‐‑La #5 Westin #6 Four  Seasons #7 Renaissance #8 Hya`  Regency #9 Nikko #10 Ri|-­‐‑Carlton +56.4%   +50.0%   +49.3%   +49.1%   +45.3%   +42.0%   +34.9%   +30.9%   +29.2%   +22.8%   +3.3%   St.  Regis Kempinski Grand  Hya` Mandarin  Oriental Le  Méridien Banyan  Tree Fairmont Wyndham Langham Sofitel China Top 10 Fastest Growing Hotels +1.9% +35.4% +62.7% +3.3% +20.5% +76.2% Luxury  Major   Luxury  Exclusive   Upper  Upscale   China Global Vs. Global +1   -­‐1   +7   +12   -­‐2   -­‐2   +2   -­‐2   +18   -­‐3    ©  Digital  Luxury  Group,  SA  
  • 45. Chinese Luxury Hospitality Focus. •  Upscale  and  luxury  have  remained  constant  as  a  share  of  total  hotels  in  China                   (  +8%  on  average  progression  2003-­‐‑2010). •  The  number  of  domestic  travelers  is  forecasted  to  increase  by  over  +25%  from   the  current  level  to  reach  3.3  billion  by  2015. •  The  World  Tourism  Organization  projects  that  by  2020,  100  million  Chinese   tourists  will  make  their  way  abroad  annually.   Source:  Euromonitor  International,  Tourism  Flows  Outbound  in    China,    March  2012.Mintel  The  rise  of  the  BRICs-­‐‑ For more information on Luxury Hospitality, please view our reports:  ©  Digital  Luxury  Group,  SA  
  • 46. Interested in More Information? Digital  Luxury  Group  offers  the  opportunity  to  subscribe  to  a   business  intelligence  service,  which  monitors  the  changing   consumer  interest  of  luxury  prospective  clientele. Through  unique  benchmarking  metrics,  luxury  brands  receive   timely  updates  on  the  consumer  demand  for  brands,  competitors,   product  categories  as  well  as  various  insights  on  key  marketing   drivers  capturing  the  a`ention  of  luxury  consumers  worldwide.   For  more  information,  contact  us:   wlichina@digital-­‐‑luxury.com  ©  Digital  Luxury  Group,  SA  
  • 47. The  World Luxury Index™ is  an  international  ranking  and  analysis  of  the  most  searched-­‐‑for   brands  and  services  within  the  luxury  industry.  Covering  over  400  companies   within  six  key  segments  (fashion,  beauty,  jewelry,  cars,  watches,  and  hospitality)  in   ten  key  luxury  markets,  the  World Luxury Index™  provides  insights  on  the  unbiased  search   inputs  coming  from  global  luxury  consumers  in  the  world’s  top  search  engines   (Google,  Bing,  Baidu,  Yandex).    The  result  is  a  one-­‐‑of-­‐‑a-­‐‑kind  benchmark  of  the   luxury  brands  capturing  the  a`ention  of  luxury-­‐‑minded  consumers  around  the   world.     Digital  Luxury  Group  has  a  history  in  luxury  industry  market  intelligence.    Since   2004,  the  WorldWatchReport™  has  provided  the  luxury  watch  industry  with  unmatched   insights  and  garnered  a`ention  from  the  world’s  leading  publications,  such  as: 47   ABOUT.  ©  Digital  Luxury  Group,  SA  
  • 48.  ©  Digital  Luxury  Group,  SA   48   ABOUT. www.digital-luxury.com www.luxurysociety.com With  offices  in  New  York,  Geneva,  Shanghai,  and   Dubai,  Digital  Luxury  Group  (DLG)  is  the  first   international  company  dedicated  exclusively  to  the   design  and  implementation  of  digital   communication  strategies  for  luxury  brands.     Luxury  Society  is  the  world'ʹs  most  influential   online  community  of  top  luxury  executives.  Based   in  Paris,  with  members  in  more  than  150  countries,   Luxury  Society  informs  and  connects  CEOs,   managers,  journalists,  consultants,  designers  and   analysts  from  across  the  luxury  industry.  
  • 49. CONTACT. www.digital-luxury.com GENEVA NEW  YORK SHANGHAI DUBAI 590  Madison  Ave New  York,  NY  10022 T:  +1  212-­‐‑521-­‐‑4310   E:  newyork@digital-­‐‑ luxury.com 7  Avenue  Krieg 1208  Geneva T:  +41  22  702  07  60 E:  geneva@digital-­‐‑ luxury.com Suite  1509,  Shatha  Tower,   Dubai  Media  City PO  Box  50954 Dubai   T:  +971  4  454  8464 E:  dubai@digital-­‐‑luxury.com 15/F  One  Corporate  Avenue 222  Hubin  Road,  Luwan   District Shanghai,  200021 T:  +86  21  6122  1065 E:  shanghai@digital-­‐‑ luxury.com