The Culture Of Luxury Brands

THE CULTURE
OF LUXURY 奢侈品文化

We connect brands to culture
我们将品牌与文化相结合
We connect brands to culture
我们将品牌与文化相结合

We study
我们需要了解
Culture people language perception behavior
文化人语言认知行为
We study
我们需要了解
Culture people language perception behavior
文化人语言认知行为

INTRODUCTION
What is Luxury?
什么是奢侈？

INTRODUCTION
In the 14th century,
luxury was originally a pejorative word,
denoting ‘sinful self-indulgence’.
在 14 “世纪，奢侈原本是个贬义词，表示有
”罪的自我放纵

“Luxury is the opposite of vulgarity”
Coco Chanel
奢侈是庸俗的反义词。——可可香奈儿
Luxury is not the opposite of poverty; it is the opposite of vulgarity
奢侈不是贫穷的反面，而是粗俗的反面。
“Luxury is the opposite of vulgarity”
Coco Chanel
奢侈是庸俗的反义词。——可可香奈儿
Luxury is not the opposite of poverty; it is the opposite of vulgarity
奢侈不是贫穷的反面，而是粗俗的反面。

INTRODUCTION
WE DON’T NEED IT
它并非必不可少

INTRODUCTION
But it is interwoven into our own sense
of self
奢侈已经融入了我们的自我意识中

~LUXURY~
奢侈品
“It’s unbelievable how much you don’t know
About the game you’ve been playing all your life”-Mickey Mantle
“ 打了一辈子棒球竟然还有那么多是你不知道的，真是令人难以置
信”。—米奇曼托
~LUXURY~
奢侈品
“It’s unbelievable how much you don’t know
About the game you’ve been playing all your life”-Mickey Mantle
“ 打了一辈子棒球竟然还有那么多是你不知道的，真是令人难以置
信”。—米奇曼托
Luxury is something that we continue to study, something that in every
generation gets it’s definitions, something that keeps developing and
in movement continuously.
奢侈品是我们一直在研究的事物，每一代人对它都有着各自见解，
并在不停地发展和进步中。

Luxury brands are regarded as images in
the mind of consumers that comprise
associations about a high level of :
奢侈品牌在消费者脑海中的印象很大程度上由
下列关联词构成：
PRICE, QUALITY, AESTHETICS, RARITY
&SPECIALITY.
价格，品质，美感，稀有和特殊性
(By Klaus Heine Dec 2011) （克劳斯海涅 2011 年 12 月）

Authentic
Brands deliver
Poetry
真正的品牌会
传递给你一种诗情画意
Authentic
Brands deliver
Poetry
真正的品牌会
传递给你一种诗情画意
According to Forrester
studies….brands that
distinguish themselves on
emotional attributes can
capture 60 percent greater
loyalty.
根据佛瑞斯特公司的调查，那些
通过情感属性突出自己的品牌，
能够俘获六成或更高的忠诚度。

地位
自由完美
负罪感
The compass for luxury’s new codes of meaning.
奢侈品的新含义代码的指南针
These four codes reflect polarities of meaning and reflect a
sense of how brands must balance the realities of how
culture shapes their relevance.
这四个含义代码反映了彼此之间意思的对立，也反映了品牌必须去
平衡和融合文化和现实之间的关系

Rank 地位
The last bastion of
conspicuous consumption.
炫耀性消费的最后一座堡垒
Rank 地位
The last bastion of
conspicuous consumption.
炫耀性消费的最后一座堡垒

1990s 二十世纪九十年代
Consumption as a culture
of keeping up
消费就是一种从众文化。
1990s 二十世纪九十年代
Consumption as a culture
of keeping up
消费就是一种从众文化。
“you drove a Hyundai to get here
tonight, I drove an eighty thousand
dollar BMW.”
今晚你要是开一辆现代来这
里，那么我会开一辆价值八
万美金的宝马。

Rank relies on how
informed you are
地位取决于你有多么
的见多识广。
Maestro Dobel tequila’s small
Batch production is noted by
handwritten date and bottle
numbers, as well as distiller name
世界著名龙舌兰家族 Dobel 限量生产的
龙舌兰酒以其手写的日期、酒瓶编号以及
酿酒商的姓名而闻名。

We are forced to reflect on our consumption in ways we have never
done before.
我们被迫以前所未有的方式来反思我们的消费。
We are forced to reflect on our consumption in ways we have never
done before.
我们被迫以前所未有的方式来反思我们的消费。
We are forced to reflect on
our consumption in ways we
have never done before.
We are forced to reflect on
our consumption in ways we
have never done before.
我们被迫以前所未有的方式
来反思我们的消费
我们被迫以前所未有的方式
来反思我们的消费

Restraint trumps
decadence 约束能够战胜堕落。
Gucci’s initiative
toward FSC paper and
cutting down excess
packaging is only one
angle of a larger
sustainability
campaign.
古奇提倡使用 FSC （森林
管理委员会）纸袋并减少
多余的包装只是他们庞大
的可持续发展活动的其中
一个。

英国查尔斯王子一直在努力树立好榜样
，降低其运输车队的碳足迹。他改装自
己的路虎和美洲虎，使这两辆车可以生
物柴油作燃料。他的老爷车阿斯顿马丁
经过改装，可以通过将英国红酒酿制成
酒精，从而以过剩的英国红酒做燃料。
With choice come Responsibility
拥有更多选择也就意味着要承担更大的责任
If you can afford all the riches in the world, it’s impossible not to feel the gravity
of choice and be compelled to give back or take action.
如果你能负担得起这个世界上所有的财富，你也一定能感受到随之而来的压力，所以你不
得不做点什么去回报社会。

Perfection
完美
Perfection
完美
A relentless pursuit of
perfecting the process by
which
an object is crafted.
对物品制作工艺精益求精的不懈追
求

Control of process
Is Critical
工艺的管理极为关键
Chanel buys seven of the most
specialized ateliers in Paris,
Ensuring continuation of the
house’s own couture techniques
香奈儿在巴黎买下了七处最专业的工作
室，

Troon 高尔夫球场。 NL 和荷兰 Dutch Dockland 已经宣
布了在马尔代夫岛建造 18 洞漂浮高尔夫球场的计划。预
计此高尔夫球场会具有零生态足迹。
Perfection should feed transcendence.
It’s emotive to do something special that no one else can
完美应当给予超越给养
能够做一些别人做不到的事情，是感性的。

Freedom
自由
Freedom
自由
The pursuit of personal
acquisition and creative
accomplishments.
对个人所得和创造性成就的追求

The power Of one
一个人的力量
The power Of one
一个人的力量
Freedom is about Creative
beginnings….( like Coco Chanel)
自由源于创造性的开始（正如可可香
奈儿女士那样）

We need to indulge
In playful stories
我们需要沉溺于
有意思的故事中
Poking fun at himself, The bitter
Chocolatier tells his tales of
Misfortune throughout his life
through different flavors.
Bitter Chocolatier 自我解嘲
地用不同的口味讲述了他一生中
的不幸遭遇

Globalization has
broadened the
Narrative
全球化已经扩展了奢侈品牌的视野
Globalization has
broadened the
Narrative
全球化已经扩展了奢侈品牌的视野
More than half of the growth in global
demand for imports is now originating
in developing countries.
目前超过一半的全球进口需求的增长来
自发展中国家。
RECASTING
ASSUMPTIONS
重铸设想
RECASTING
ASSUMPTIONS
重铸设想
SPOTLIGHTING
IRONIES
聚焦讽刺
SPOTLIGHTING
IRONIES
聚焦讽刺

100 MILLION CHINESE
LUXURY CONSUMERS.
INTRODUCTION
一中国奢侈品消者亿费

ALREADY THE SECOND LARGEST
LUXURY MARKET IN THE WORLD.
INTRODUCTION
已是全球第二大奢侈品市场

INTRODUCTION
THE WORLD’S TOP LUXURY
MARKET BY 2015.
2015 年将成全球为最大奢侈品消市费场

INTRODUCTION
THE ONLY COUNTRY WHERE MEN
CONSUME MORE LUXURY THAN
WOMEN.
唯一一个男性奢侈品消多于费女性的
国家

INTRODUCTION
THE WORLD’S YOUNGEST LUXURY
MARKET,
WITH PEOPLE IN THEIR 30’S.
全球最年轻的奢侈品市场
年在龄层 30 多岁

INTRODUCTION
WHAT’S NEXT ?
接下来？呢

INTRODUCTION
THE NEXT
GENERATION…
下一代…

INTRODUCTION
… THEY WILL LOOK
AND BUY DIFFERENT.
… 他看起来以及消们费观
会与不同众

BUT HOW?
INTRODUCTION
怎与不同？么众

To identify the potential for any brand behind
these over-whelming figures, we need to
understand what luxury buyers try to achieve
and sell them what they need to succeed
为辨识这些非凡形象背后品牌的潜
力，我们需要了解奢侈品消费者想
要得到些什么，并把其所需的东西
推销给他们。
INTRODUCTION 介绍

Analyze changing life drivers and desires of Chinese luxury consumers
to identify upcoming consumer requirements towards luxury brands.
分析不断变化的生活动力和中国奢侈品消费者的欲
望，来发现即将到来的消费者对奢侈品牌的要求。
Analyze changing life drivers and desires of Chinese luxury consumers
to identify upcoming consumer requirements towards luxury brands.
分析不断变化的生活动力和中国奢侈品消费者的欲
望，来发现即将到来的消费者对奢侈品牌的要求。
-Which social changes shape the life drivers and
motivations of china’s consumers?
哪一项社会的变迁塑造了中国消费者的生
活动力和积极性？
-Which new consumer needs will challenge China’s
rising luxury market?
哪一项新的消费者需求将挑战中国正在崛
起的奢侈品市场？
-How to address to these needs with products,
marketing and services?
如何用产品、营销以及服务来应对这些需

Agenda 议程Agenda 议程
1. 变革的人民共和国 People’s Republic of Change
2. 奢侈品的转变 Luxury in a shift
3. 2010 奢侈品的面貌 Faces of Luxury 2010
4. 2011 叩开中国奢侈品市场的大门 2011 年 4 月麦肯锡公司
Tapping China’s luxury –goods market 2011 by McKinsey&company April 2011.

People’s Republic of Change 变革的人民共和国People’s Republic of Change 变革的人民共和国
The future of luxury is based on a fundamental change of
social values from the past to the present.
奢侈品的未来是建立在从过去到现在的根本性社会价值转
变的基础之上的。
The future of luxury is based on a fundamental change of
social values from the past to the present.
奢侈品的未来是建立在从过去到现在的根本性社会价值转
变的基础之上的。
Within the last 60 years Chinese consumers
underwent two major value shifts, which significantly
impacted their lives, beliefs and buying habits.
在过去的六十年里中国消费者经过了两次大的价值
观改变，这些转变影响了他们的生活、信仰和消费
习惯。

Three decades of communism were followed by three decades capitalism. Now China
slowly transitions into three decades of consumerism.
三十年的共产主义之后即为三十年的资本主义。目前中国在慢慢地过渡到三十年
的消费主义。
Three decades of communism were followed by three decades capitalism. Now China
slowly transitions into three decades of consumerism.
三十年的共产主义之后即为三十年的资本主义。目前中国在慢慢地过渡到三十年
的消费主义。
People’s Republic of Change 变革的人民共和国

The Chinese market is influenced by three
generations, who possess contrary ideals.
中国的市场正在被有着相反理念的三代人影响着。
The Chinese market is influenced by three
generations, who possess contrary ideals.
中国的市场正在被有着相反理念的三代人影响着。
1.Baby Boomers 生育高峰出生的人
2.Generation X X 一代
3.Generation Y Y 一代
People’s Republic of Chang 变革的人民共和国People’s Republic of Change 变革的人民共和国People’s Republic of Change 变革的人民共和国

Baby Boomers (1950-1964): Dominated by political
figures and movements. They respond to politics and
believe in heroes.
生育高峰出生的人（ 1950-1964 ）：受到政治人物和运动的影响。他们响应政
治并信仰英雄主义。
People’s Republic of Chang 变革的人民共和国

This generation lost its creativity with the Cultural
Revolution. Following and imitating others was the only
way for social development.
这一代人在文化大革命时期丧失了他们的创造力。跟随并模仿他
人是社会发展的唯一出路。 Money is power and power is
everything!
金钱就是力量，力量就是一切！
The baby boomers are frugal
people ,trained not to desire
material goods and creaturely
comfort. Nowdays some of them
are the richest people in china.
They splurge to impress. Money is
power to them and power is
everything.
生育高峰出生的人是节俭的人们，受训
于不去追求物质财富和生物性慰藉。他
们的一部分人现今已经是中国最为富有
的人。他们肆意挥霍只为炫耀。对他们
来说，金钱就是力量，力量就是一切。People republic of change
变革的人民共和国

Generation X(1965-1979):A generation of realists
Who wake up after Tiananmen Square protests,
Who believe only in themselves .
X 一代（ 1965-1979 ）：现实主义的一代，他们于天安门事件之后觉醒，
只相信自己。
People’s republic of change

Mr. &Mrs. X are opportunists. They were educated by Mao and trained by Bill
Gates. They are open to new things and appreciate originality.
X 先生和女士是机会主义者。他们受教于毛主席，受训于比尔盖茨。他们易于接受新的事物
并赞赏独创性。
Money can change your life
金钱能改变你的生活
Generation X suffers a collective
insecurity from living through so much
change. They therefor trust in material
security and status.
60% of them buy luxury goods to increase
their self-confidence! Their heroes are
the rich and famous entrepreneurs who
made it.
X 一代所经历的诸多变化使他们整体
没有安全感。因此他们信赖物质保障
和身份。他们中的 60% 通过购买奢
侈品来增长自信。他们心目中的英雄
是那些成功且富有的企业家。
Generation X is the majority of these who
keep the 80% of Chinese private business
running.
保持 30% 中国私有企业运转的人中大多数
都是 X 一代。
They make money, show off the money,
and spend the money.
他们赚钱、炫富并将钱花掉。
People’s Republic of change
变革的人们共和国

Generation Y(1980-1995):Possesses a Chinese mindset but a global life style
Shaped by McDonald’s, Google and MBAs
Y 一代（ 1980-1995 ）：拥有中国人传统的思维方式，但同样拥有由麦当劳、
谷歌和 MBA 塑造的全球化的生活方式。
People’s Republic of change

Self made web-clips offer the best insight to China’s youth
detailing their dreams and believes first hand: tudou.com
自制的网络视频为中国的年轻人提供了细化他们梦想和信仰的第一
手真知灼见： tudou.com I am what I am. You're serving me!
我就是我。你们服务于我。
Generation Y is the first Chinese
generation born into consumerism.
They grew up in the information age
with internet and mobile phones.
Y 一代是出生于消费主义的第一代中国人。
他们成长于有着因特网和移动电话的信息时
代。
They are overwhelmed with
information and personal choices.
“Are you Hello kitty or Rebel? Gym
or yoga? Stay in china or go abroad?
Artist or businessman?
They are the first generation with the
right to choose their career ,lifestyle
and cultural affinity.
他们被信息和个人选择淹没。“你是温顺还是
叛逆？”“体操还是瑜伽？”“留在国内还是出
国？”“想成为艺术家还是商人？”他们是有权
利来选择他们的职业生涯、生活方式和文化
喜好的第一代人。People’s Republic of change

For generation Y there is nothing wrong with hedonism and self
rewarding.
对于 Y 一代来说，快乐主义和自我犒赏的观念是没什么不妥。
They buy because the product emotionally bond
with their self identity, because of peer pressure,
because it’s a fad.
由于攀比压力，也由于购物是一种时尚
，他们购物是因为商品和他们的自我认
同有着情感上的联系
They are often educated outside China and will
spend more on luxury products, because they
won’t know what it means to be without money.
They are not frugal, nor do they buy status,
believing that consumption is a part of self-
expression.
他们通常在国外接受教育，并会花更多
的钱在奢侈品上，因为他们不知道没钱
是什么滋味。他们不会节俭，也不买地
位的账，相信消费是自我表现的一部分
。
Generation Y represent the future of China.
Today they are the ones dictating what is cool
and what is not. This generation will be the first
where business and political elites will be
surpassed by design and style elites.
Y 一代代表着中国的未来。如今他们是
主宰“酷”的定义的人。他们是风格设计
People ‘s Republic of change
People ‘s Republic of change

China’s culture today is mainly determinate by security, harmony,
control and formation than lust, strangeness or sensuality.
中国现今的文化主要由安全、和谐、克制和形式所决定而不由欲望、怪异
或感观所决定。
People’s republic of change 变革的人民共和国

The next generation will open the door for value shift
towards consumerism, self-expression and hedonism.
下一代将打开消费主义、自我表达和享乐主义的价值转变之
门。

China turns into a global society
中国步入全球化社会
China turns into a global society
中国步入全球化社会
The fundamental value shift from communism to
capitalism to consumerism will unleash a new type of
consumer with advanced preferences towards
brands, products and services.
从共产主义到资本主义再到消费主义的根本性价值观转
变将产生新类型的消费者，他们更加追求品牌、产品和
服务。
People’s Republic of change 变革的人民共和国People’s Republic of Change 变革的人民共和国People’s Republic of Change 变革的人民共和国

This new luxury will possess elements of showing one’s
Status and self-reward. But the way to achieve it will shift
The next level.
新型奢侈品会含有这样的因素——显示我的地位和进行自我奖励。但实现
它的方法又会触动更高的等级。
Luxury in a Shift 转变的奢侈品

There are four types of luxury consumers based on social
background ,luxury experience and income level.
根据社会背景、奢华体验和收入水平，奢侈品消费者分为四种类型
。

While most of Chinese luxury shoppers are the
Nouveau rich, many of them are still looking for their place in
the world of lux.
虽然中国的奢侈品消费者大多是新贵，但其中许多人仍在寻找他们在奢侈品世界的
位置。

Nouveau Rich: Showing-off works! 65% of Chinese are convinced that
who own luxury brands are successful people!
新贵：炫耀品！ 65 ％的中国人都相信，拥有奢侈品的都是成
功人！

Nouveau Rich: Movie star Fan Bingbing is preferred star in advertisements and one icon for the
Nouveau Rich in China.
新贵：影星范冰冰是首选的广告明星，也是中国新贵们的偶像之一。
I want to stand out!
我要出色！
Background: Entrepreneurs, celebrities or
young business who are the first in their
family, who can afford luxury. They still rank
themselves with “average” people.
背景：家族第一人的企业家，名人或者
年轻的生意人士，他们能够消费得起奢
侈品。他们仍然把自己看成普通人。
Motivation: They want to show their success
and want to stand out from the mass. They
don’t care about others, but due to their
cultural background formation still rules.
消费动机：他们要展现成功，要鹤立鸡
群。他们不关心其他人，但归因于他们
的文化背景构成起支配作用。
Habits: To balance formation and their longing
to be special they buy the most popular brands
with high mass reputation.
(Armani,BMW,Mercedes,Rolex,Gucci)
消费习惯：为了平衡文化背景构成和他
们想要成为特殊的渴望，他们会买名气
最大最流行的品牌。（阿玛尼，宝马，
奔驰，劳力士，古琦）Luxury is in a Shift 转变的奢侈品

Understaters: Not show but know! About 70% of Chinese believe that owning
Luxury brands doesn't necessarily mean one is fashionable.
低调者：不炫耀，但懂行！约 70 ％的中国人认为拥有奢侈品牌并不一定意味着他就是
一个时尚的人。

Understaters: Successful actor Lu Yi spends his time with his family
Instead on superficial glamorous events. 低调者：著名演员陆毅选择与家人在一起，
而不是沉溺于肤浅的迷人事件
I want to fit in!
我要适应！
Background: successful creative ,rich people
from behind the scenece or experienced luxury
consumers. They are international, speak
English and understand luxury as life style.
背景：幕后的富有的有创造力的成功人士
，或者经验丰富的奢侈品消费者，他们是
国际化的，讲英语并且理解奢侈的生活方
式。
Motivation: They want to fit in to a sophisticated
group of international and stylish people. They
want differentiate themselves from superficial
show-off attitudes.
消费动机：他们想要适应复杂的国际时尚
群体。他们想将自己区别于肤浅的炫耀者
。
Habits: They mix establish brands with niche
brands to create their individual style as long as
it fits into the peer group. They tend to be a bit
artistic and edgy(MINI,Y-3,Issey Miyake,Marc
Jacobs,MIU MIU)
消费习惯：他们将大品牌与树立的品牌混
搭建立个人风格品牌，只要它与同侪团体Luxury is in a Shift 转变的奢侈品

Connoisseurs: Already today about 60% of Luxury consumers, buy luxury to
reward themselves.
行家：今天约有 60 ％的奢侈品消费者购买奢侈品犒赏自己。
Luxury is in a Shift 转变的奢侈品

Connoisseurs : Jiang Wen is a famous movie director and king of the Chinese film. He
enjoys his life away from hustle and bustle.
行家：姜文是一位著名的电影导演，中国电影的王者。他喜欢远离喧嚣忙碌的生
活。 I want to enjoy my life! 我要享受生活！
Background: either they are self-made businessmen
with a good self – perception pr they grew up in a
financial hedge. Money is seen as a key not as a
treasure.
背景：他们或是具有良好自我认知的，白手
起家的商人，或是成长于豪门，钱被视为一
种工具而不是财富。
Motivation: They want to enjoy life. Life balance and
sensuality are very important. “ soft luxury” is highly
appreciated.
消费动机：他们想要享受生活。生活的平衡
和享受非常重要。他们非常欣赏“软奢品”。
Habits: They often live a quite life,
Enjoy excellent foods, traveling but also doing
charity activities. Luxury brands have to offer them
a personal relationship, a buying experience and
high quality(Bulthaup,patek philippe,ferreti yatchts, cohiba,
Hennessy)
消费习惯：他们经常过着宁静的生活。喜欢
美食，喜欢旅行，但也热爱做慈善活动。奢
侈品牌必须要给予他们一种人际关系，一次
购买体验和高质量水准（布尔托 , 百达翡丽，法拉利，科伊巴，
轩尼诗）Luxury is in a Shift 转变的奢侈品

Spirituals: They often overseas born Chinese. With a growing number of Chinese returning
back home this group is slowly rising.
精神主义者：他们通常在海外且出生于中国。随着越来越多的中国人回国，这种人群正在
慢慢增多。

Spirituals: Wang Fei is a talented singer who incarnates Asian musical
culture. She lives an international, individual and edgy lifestyle.
精神主义者：王菲是一位才华横溢的歌手，她代表着亚洲音乐文化。她过着国际化的、独
特的、时尚的生活。 I wan to find myself!
我要发现自我！
Background: Grow up in a well off environment
or with an artistic background. Luxury goods
are nothing more than commodities for them.
背景：他们在富裕的环境或艺术背景下成
长，奢侈品对他们来说只是商品。
Motivation: They want to find the meaning of
their life. They are looking for authenticity and
spiritual experiences.
消费动机：他们想要发现生活的意义。他
们在寻找真实性和精神体验。
Habits: Spirituals are often involved in charity
and fundraising. Though they are highly
individualistic, striving for spiritual adventures
and bored by the superficial world of luxury.
Reversion to nature and the primordial
dominates their lives(Yo,Linda Loudermilk,
Leica).
消费习惯：精神主义者经常参与慈善和筹
款活动。虽然他们都是个人主义者，渴望
精神冒险，但是他们厌烦奢侈品的肤浅世
界。回归自然和原始主宰他们的生活。
（琳达 · 劳德米尔克 , 莱卡）Luxury is in a Shift 转变的奢侈品

Brand preferences of different consumer types 不同消费者的品牌偏好

China’s luxury market will be dominated by the Nouveau Rich and Under-
Staters,but Connoisseurs will have a significant impact on them.
新贵和低调者们将主宰中国的奢侈品市场，但是行家将对他们产生很大影响。

China’s luxury market will give birth to new attitudes towards luxury to keep pace with
developing mindset of Chinese luxury consumers
中国的奢侈品市场将会产生与中国奢侈品消费者发展心态一致的看待奢侈品的
新观念。

These upcoming attitudes are the output of sustainable shift in the
mindset of luxury consumers
这些即将出现的观点是奢侈品消费者们心态不断转变的结
果。
These upcoming attitudes are the output of sustainable shift in the
mindset of luxury consumers
这些即将出现的观点是奢侈品消费者们心态不断转变的结
果。
感官满足：真实体验
Sensuality: Authenticity
欲求：享受
Lust : Enjoyment
特异性：体验性
Strangeness : Experience

With a rising consumers variety China’s luxury market will be more diversified.
消费者种类的不断上升，中国奢侈品市场将会更加多样化。

China’s luxury shoppers of tomorrow are brand
savvy. For them the big price tag and an even
bigger label name doesn’t make a product luxury.
中国未来的奢侈品购买者将会拥有很好的品
牌理解力。对他们而言，一个商品只有昂贵
的价格标签和大牌的标牌名字并不就是奢侈
品。

63% of young Nouveau Rich want to enjoy the present moment as much
as possible and 76% would pay more to buy natural healthy foods.
63% 的年轻新贵们想要尽可能地享受当下， 76% 将花费更多钱来
购买天然健康食品。
The experiential, authentic and enjoyable side of luxury
products and brands will determine if consumers
consider them luxury or not.
奢侈品和品牌的体验、真实性、适宜
性将会决定消费者是否认为他们是奢
侈品。
Faces of Luxury 2010 2010 奢侈品众生相

营销策略
— 秉承“购买奢侈品就是人生最大的
投资”这一箴言，未来奢侈品消费者
会尽可能地将奢侈品用于收藏。
— 鼓励民族自豪感，但不是只中国
化。
— 用更有趣愉快的内容去振兴你的
品牌而不是毁掉它。
— 承担责任，分享成功。奢侈品消
费者们都很推崇慈善活动。
— 对中国大多数上层阶级来说，奢
侈品依然是渴望不可及的。应该瞄
准他们消费得起的装饰类奢侈品这
一市场。
Marketing Approaches
– In the future luxury consumers will save as
much as possible, adhering to the motto: Make
luxury an investment to make most of one’s life.
– Encourage national pride but don’t try to be
Chinese.
– Revive your brand with enjoyable and
entertaining content not with a painful
interruption of it.
– Take over responsibility and share your
success. Charity is highly appreciated within the
community of luxury buyers.
– For the majority of China’s upper class1 luxury
will be out of reach. Affordable accessories will
be a market to target.
Marketing will be dominated by seduction,
education and establishing 1-to-1 customer
relationship
建立一对一客户关系，吸引和教育消
费者将是未来营销的主要形式

服务策略
— 富人们空闲很少。省时高效的 POS 服务
是他们非常看重的。
— 中国人对舒适性都很着迷。空间、安静
、定制都很重要。
— 逃避主义是竞争激烈的中国社会的通病。
应该提供一个能让他们得到片刻逃离现实的
购物体验。
— 奢侈品买家都有着国际化的生活方式，
并渴望了解更多的品牌知识。传授品牌知识
比热情招待更重要。
— 在如今社会，孤独无孔不入。将你的品
牌契合于客户的心灵。
Service Approach
– The rich has less time. Time saving
services and efficiency at the POS are
appreciated by customers.
– Chinese are comfort junkies. Space,
silence and customization are important.
– Escapism is common in darwinistic China.
Offer a shopping experience which allows to
escape from reality for a moment.
– Luxury buyers adopt a global lifestyle and
are eager to learn about a brand. Coaching
is more than welcome.
– Nowadays loneliness is pervasive in all
social classes. Make your brand to a place
where customers find kindred spirit.
服务是正品与赝品之间的区别。建立稳固客户关系的
关键是
创新性服务。
Service makes the difference between counterfeit and
original. Innovative services will be key in strong
customer relationships.

产品
- 对奢侈品消费者而言，包装是品牌的第
重体验，因此它至关重要。
- 中国不断的高速增长给纯粹性和真实性
带来了缺失。讲述品牌历史和发展的产
品能赋予客户一个令人艳羡的纯粹感。
- 中国的消费者处于民族自豪感和全球性
之间。触及中国传统的奢侈品会赢得大
量的拥趸。
- 中国人都是机会主义者，他们相信他们
之所见。他们不仅仅是购买产品，更是
购买中国制造所没有的，奢侈品具有的
令人向往的世界。
Product
– Packaging is often the first brand experience for
luxury consumers and therefore most important.
– China’s hyper-growth left a lack of pureness and
authenticity. Products that tell a story about their origin
and ingredients promise a desirable piece of pureness.
– Chinese consumers live between national pride and
global attitudes. Global luxury goods touching Chinese
tradition will find a grateful audience.
– Chinese are opportunists and believe what they see.
They don’t just buy a product, they buy a bit of an
admirable world of lux, not made in China.
Products give brands a body and an appearance to
make brand values alive. Therefore authentic luxury
needs to be an experience for all senses.
产品是品牌的载体，让品牌价值变得鲜活生
动。因此真正的奢侈品应该是所有感官的全
方位购物体验

The following cases illustrate a scenario of the
Chinese world of deluxe In 2010.
下列情况说明了 2010 年中国豪华奢侈品世界
的一个场景。
Many brands which are successful in the west, flop in china. Therefore, fine-tune
global strategies regional distinctions.
很多品牌在西方很成功，却在中国遭遇失败。因此，需要微调全球
战略，实行地域区别。
Many brands which are successful in the west, flop in china. Therefore, fine-tune
global strategies regional distinctions.
很多品牌在西方很成功，却在中国遭遇失败。因此，需要微调全球
战略，实行地域区别。
Faces of Luxury 2010 2010 奢侈品众生相Faces of Luxury 2010 2010 奢侈品众生相

Authenticity of a brand means consistency in
design, communication, service and also
manufacturing
一个品牌的真实性是指在设计、沟通、服务
和制造中保持一致。
Gucci re opens factories in Italy
古奇在意大利重新开办工厂
Insight: 70% of Chinese appreciate the
superior quality of Luxury brands but doubt
that superior quality can be made in China.
观点： 70 ％的中国人欣赏奢侈品品牌的卓
越品质，但对能否在中国制造出质量上乘的
商品心存怀疑。
Solution: While brand awareness is still low,
The country of origin is more important. 解决
方案：在品牌意识很低的情况下，原产地就
显得非常重要。
Therefor Gucci decided ro re establish some
of their factories in Italy. An Europe made
Gucci bag not only guarantees for superior
quality but can be easily identified as
counterfeit. 因此古奇决定重新开办其在意
大利的一些工厂。一个欧洲制造的古奇包不
仅是优异品质的保证，并且很容易地辨认出
冒牌货。
Output: The trust in the quality of Gucci
products increased while the number of
Counterfeits slightly declined. 结果：古奇产
品质量的信任度在增加，而冒牌货的数量略
有下降。

An individually made stamp and personally by Oppenheim's Factory-an
experience customers are willing to pay for.
奥本海姆的工厂单独个人定制的印章——是消费者愿意支付的消费体验。
Oppenheim sold stamp edition in 30 days. 30 天内奥
本海姆出售印章版本
Insight: After two decades of Westernizing Chinese
consumers rediscover their roots and appreciate luxury
that revive their tradition. 观点：经过二十年的西
化，中国消费者重新找回了自己的根，欣
赏那些能重现他们传统的奢侈品。
Solution: Oppenheim, maker of high-quality writing
instruments, released an edition of signature stamps,
which have a long tradition in China.
After launching a jade made USB-stick last year,
Oppenheim proved again its excellent consumer
understanding.
解决方案：奥本海姆，高品质书写工具的
制造商，发布了一个签名印章版本，这在
中国有着悠久的传统。
在去年用翡翠制作 USB 棒之后，奥本海
姆再次证明了其出色的消费者理解力。
Output: Customers appreciate the classical look of the
black-white stamp but also the high quality of the stamp
signature, which is handmade in China’s oldest stamp
factory.
结果：客户欣赏黑白印章的古典外观和印
章签名的高品质，这些在中国最古老的印
章厂是手工制作的。

The staff in showrooms are important
communication of the brand and a strong
influence on the nouveau rich who have little
brand knowledge.
在展厅的工作人员是品牌的重要沟通力量，他们对
只有少量品牌知识的新贵们具有强大的影响力。
LV succeeds with sophisticated staff. 精
英员工锻造 LV 的成功
Insight: Customers complain about
pushy badly trained staff in luxury
stores. 观点：客户抱怨奢侈品商店的爱
出风头的，训练不佳的工作人员。
Solution: Louis Vuitton recognized this
challenge early and educated its staff
partly in Hong Kong. They offer specific
courses and international staff exchange
to push their staff to the same
sophisticated level as their customers.
解决方案：路易 · 威登早就认识到这一
挑战，并且在香港培训了部分工作人员。
他们提供特定的课程和国际员工交流，
推动他们的员工达到他们客户一样的先
进水平。
Output: Since LV also offers home visits
to save customer's time, customers
begin to build personal relationships
with their style consultants during their “
style-time” together.
结果：由于 LV 也提供家访，以节省客
户的时间，客户开始在“ style-time” 与
他们的风格形象顾问建立起了私人联系
。Faces of Luxury 2010 2010 奢侈品众生相

Luxury market is like a dating : it’s about long –term relationships. If customers
think you just want money, they want a divorce.
奢侈品市场就像一场恋爱：它是一种长期合作的关系，一旦消费者认为你只是想要钱，他们就会和你
分手。 Many women felt in love with HERMES
很多女人爱上爱马仕
Insight: In a rushing , anonymous world with
over populated cities also luxury consumers are
looking for attention and unique experiences.
观点：在人口稠密的城市，活在一个匆忙的匿名世界
，奢侈品消费者在寻找关注和独特的体验。
Concept: Hermes took-up this desire when they
introduced its new collection of Luxury finesse.
With a handwritten, poetic letters store
manager Li Dan indulge the senses of Beijing’s
luxury elite.
It took three days to write all letters but in
response many women felt in love with the
French luxury brands Hermes.
观念：爱马仕洞悉了这个愿望，他们推出新的豪华系
列——带有手写的，诗意的信件。
店经理李丹认真地分析了北京奢侈品消费者的喜好。
她花了三天时间来写所有信件，但让许多女人感受到
了法国奢侈品牌爱马仕爱的回应。
Outout: And as its said Li Dan indulged not only
the senses of his upscale clients but also their
wallets and credit cards.
结果：正如李丹所说，她的高档客户沉溺的不仅是感
官享受，还有她们的钱包和信用卡。

Consumers look for new, inspirational
shopping experiences that excite the senses.
消费者追求新奇、令人振奋且刺
激其感官的购物经历。
Three on the Bund opens Men Only Zone
“ 外滩三号”开设男性专区
Insight: China’s Connoisseurs are spending
more for cosmetics and fragrances. They look
for shops that cater to their special needs-
shops which are bold clean and cool.
洞察力：中国的行家在化妆品和香水上的
消费较多。他们寻找能迎合其特殊需求的
商店。商店极其整洁且外观很酷。
Concept: Together with Lancôme Homme
Shanghai’s lxury shopping venue Three on the
Bund has established a pink-free world for male
toiletries,providing everthing indulgent men
need to look and feel great.
概念：与上海兰蔻、迪奥奢侈品卖场一起
，外滩三号已建立一个男性化妆品世界，
并提供使男性外表和感觉都很棒的另类商
品。
Output: The royal comfort experience helped
Lancôme to introduce many other products and
made Three on the Bund the first choice of
men.
输出：高贵舒适的体验让兰蔻能够引进其
他许多产品并使外滩三号成为男人的第一
选择。

Tapping China’s luxury –goods market
涉足中国奢侈品市场
By 2015, Chinese consumers will account
for more than 20%OR 180 billion renminbi
($27billion)of the global luxury sales.
到 2015 年，中国消费者将占到 180 亿人
民币全球奢侈品销售额得 20 ％以上
（ 27 亿美元）
McKinsey&company April 2011 2011 年 4 月麦肯锡公司

涉足中国奢侈品市场
Even during the global recession in 2009,sales of luxury goods
increased by 16%,to about 64 billion renminbi
即使在 2009 年经济衰退时期，奢侈品销售
量仍上升了 16% ，达到 640 亿元。
(-DOWN FROM THE 20%GROWTH OF PREVIOUS YEARS BUT FAR BETER THAN THE
PERFORMANCE OF MANY OTHER MAJOR LUXURY MARKETS.)
（低于早些年 20% 的增长率，但情况远比其他许多主要奢侈品
市场乐观）

13 million households in China’s upper middle class
(incomes between 100,000 and 200,000 renminbi)
Offer the biggest new growth opportunity.
奢侈品市场最大的成长机遇来自于中国中上阶层 1300
万家庭（收入在 10 万至 20 万人民币）。
13 million households in China’s upper middle class
(incomes between 100,000 and 200,000 renminbi)
Offer the biggest new growth opportunity.
奢侈品市场最大的成长机遇来自于中国中上阶层 1300
万家庭（收入在 10 万至 20 万人民币）。
掘金中国奢侈品市场

中国上层阶级目前消费的奢侈品份额占总市场的 12% 。预计
到 2015 年该份额将上升至 22% 。
奢侈品消费占中国家庭收入的百分比

中国上层中产阶级目前消费的奢侈品份额占总市场的 12% 。预计到
2015 年该份额将上升至 22% 。
奢侈品消费占中国家庭收入的百分比
年收入，以 2010 实际人民币汇率计
非常富裕（高于一千万收入或资产）
富裕（三十万至一千万）
大众富裕（二十万至三十万）
上层中产阶级（十万至二十万）
下层中产阶级（五万五千至十万）
类中产阶级（低于五万五千）
以百万户计
非常富裕
富裕
大众富裕
上层中产阶级
下层中产阶级
类中产阶级
预计
复合年均增长率， 2010 年至 2015
年，以百分比计
2010 年 12 月， 1 元等于 0.15 美元

购买奢侈品的三大主要因素
成衣
皮革制品
珠宝
手表
材质上乘
材质上乘
材质上乘材质上乘
工艺卓越
工艺卓越
工艺卓越
设计新颖
设计新颖
设计新颖
设计新颖
设计新颖
设计新颖
工艺卓越
工艺卓越工艺卓越
工艺卓越
国际名牌
国际名牌
国际名牌
国际名牌
国际名牌
永不过时
工艺卓越
中国消费者越来越青睐国际名牌
McKinsey&company April 2011 2011 年 4 月麦肯锡公司McKinsey&company April 2011 2011 年 4 月麦肯锡公司

未来五年，奢侈品销售额在一些城市如青岛、无锡等城市将翻
三番，到 2015 年将会超过五亿（届时将有 60 多座城市，而目
前只有 30 座。）
By 2015 luxury sales in urban areas such as Qingdao,Wuxi
will triple over the next 5 years, and could pass 500 million
renminbi( in more than 60 cities compared with 30 today.)
New Geographic markets
新地域市场

奢侈品的魅力很大程度上来源于与某品牌相关的文化遗产
诉求。
Much of luxury’s allure comes from the opportunity to share in the rich cultural
heritage associated with a brand.

The fusion of inspirational elements
from French and Chinese culture
captures the ethos of Qeelin, China’s
first luxury jewelry brand. The brand
was founded by Dennis Chan and
Guillaume Brochard who share the
mutual dream of combining the rich
aesthetic heritage of China with the
French mastery of luxury craftsmanship
to create stylish, contemporary jewelry.
Launched in Paris, 2004, Qeelin swiftly
became an international brand. All
Qeelin collections are exclusively made
of precious metals and stones, such as
gold, platinum, diamond, sapphire, ruby
and naturally, the Chinese national
stone, jade

All the the facts and information of this presentation are
based on researches made by the following companies:
本演示文稿的所有事实及数据信息均基于以下公司的研究报告
1.Asia-Pacific Group.
2.SenarioDNA company SenarioDNA 公司
3.McKinsey&Company 麦肯锡
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The Culture Of Luxury Brands

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