Research and insights on luxury brand marketing in China

30,225 views
28,952 views

Published on

At Spikes Asia in September 2013, Dan Carter, Senior Creative Director in Jack Morton's Shanghai office, talked about the opportunities to build luxury brands in China by taking a brand experience approach. He talked about brands including Johnny Walker, Porsche, Tmall and others.

Published in: Marketing, Travel
5 Comments
49 Likes
Statistics
Notes
  • this is a amazing presentation
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • the best crafted marketing presentation on China yet! well done, you guys are few steps ahead of the pack
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Congratulation
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Actually they want to bag every brand, so they duplicate them into Chinese version following the same pattern or model:), logically they owing the every super brad in market but all are duplicate Chinese version. I think they physiologically satisfy themselves with the duplicate brands.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • By this presentation i can know many facts about China. Interesting to read. what about future who will rule or who won all the race?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
30,225
On SlideShare
0
From Embeds
0
Number of Embeds
610
Actions
Shares
0
Downloads
323
Comments
5
Likes
49
Embeds 0
No embeds

No notes for slide

Research and insights on luxury brand marketing in China

  1. FROM RICH TO NOBLE.How luxury is evolving in the Middle Kingdom.
  2. WAS BASED HERE…
  3. NOW HERE.
  4. NO TWO CITIES ARE ALIKE.
  5. SOME FAST FACTS.
  6. 2012 – 12% 2015 – 29% By 2015, China will be the world’s largest luxury consumer market.
  7. Online Shopping Market by 2015 – 18 Trillion Yuan ($2.86 trillion USD) (US forecast for the same period: $84 billion USD)
  8. China's consumer class currently represents only about 19 percent of the national population.
  9. Urban household income is expected to double between 2010 and 2020.
  10. 122 US Dollar Billionaires. 1,280,000 US Dollar Millionaires.
  11. SOME TRENDS.
  12. Brand loyalty is skyrocketing (or at least beginning to).
  13. The emergence of a ‘buy now’ mentality.
  14. A dip in ostentatious wealth.
  15. WHERE WE THINK IT’S GOING.
  16. Chinese consumers are increasingly travelling overseas to purchase luxury goods.
  17. Dollars saved and spent are no longer the sole mark of luxury.
  18. Johnnie Walker House, Beijing.
  19. It’s not just about showing, but knowing. Lawrence Law, General Manager, Johnnie Walker House
  20. BY TIERING THE EXPERIENCES.
  21. High energy brand experiences targeted at young consumers.
  22. Personal, one-to-one (or one-to-few) experiences are reserved for the ultra-premium market.
  23. Since the houses first appeared in 2011, sales of ultra-premium Johnnie Walker whiskey in China is up 64% year on year.
  24. High brand awareness. Low brand understanding.
  25. From casual motoring fan to Hardcore Porsche enthusiast, without diluting the brand.
  26. Make it focused.
  27. Make it focused. Make it social.
  28. Make it focused. Make it social. Make it tiered.
  29. Focused in Tone.
  30. But also focused on the right audiences.
  31. Make social effortless.
  32. Keep your audience engaged.
  33. Porsche DNA
  34. Porsche Motorsport
  35. Porsche Lifestyle
  36. Porsche Performance
  37. Different audiences can have different experiences. But everyone should be treated in a way that lives up to the brand.
  38. Different audiences can have different experiences. But everyone should be treated in a way that lives up to the brand.
  39. 7000+ attendees (1500 in 2013) 100000+ unique posts Largest event undertaken by Porsche in Asia
  40. In Tier One cities, 40% of internet users shop online.
  41. Traditionally C2C. Increasingly B2C. And the B’s are premium.
  42. TWO: Luxury sites often take four times as long to load in China.
  43. Over 2000 sites offer premium B2C. Tmall.com has 50% of the market. And half a billion members.
  44. Quality is still an issue. Especially on Taobao (which we needed to distance ourselves from)
  45. Showcase the real world quality. Bring to life the convenience of online shopping.
  46. TWO: From online, to real world and back again. All anchored in quality.
  47. ONE FINAL THOUGHT DO IT RIGHT, OR DON’T DO IT AT ALL.
  48. THANK YOU. experience@jackmorton.com

×