Cln capabilities 3 2012
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Cln capabilities 3 2012






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Cln capabilities 3 2012 Presentation Transcript

  • 1. China is a demographic, not a geography. Reaching the Chinese consumer is not just about opening locations in China. The Chinese consumer has gone global, and is looking for brands to recognize them and treat them appropriately.Intelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 2. THE CHALLENGE Winning the Chinese consumer is the most important challenge for luxury brands in a generation. OBSTACLES OPPORTUNITY • Evolving consumer preferences “There are now more than one • Dramatically different media million millionaires in China” • Operates by trusted network China Luxury Network (Hurun Report) • Difficult to reach directly • Intense competitive landscape fills the gap “China will have 100 million • Expensive retail development outbound travelers, spending $100 • Lack of distribution channels billion by the year 2020.” (World • Data is elusive and unreliable Tourism Organization) • Talent gap “China is poised to become the • Operational headaches world’s largest market for luxury goods by 2020” (CLSA)Intelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 3. THE CHINA LUXURY NETWORK SOLUTION INTELLIGENCE STRATEGY A DIVISION OF ENGAGEMENT China Luxury Network provides brands with critical intelligence, strategy and engagement to win the Chinese luxury consumer at home and abroad.Intelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 4. INTELLIGENCE We curate events and content into an experience tailored to the unique challenges of prestige brands as they increasingly focus on Chinese consumers. EXCLUSIVE CHINA LUXURY MARKET DATA AND ANALYSIS • Monthly intelligence briefings • Exclusive interviews with industry insiders • Consumer profiles • Private focus groups with luxury consumers • Exclusive market research • White papers • Practical how-to guides from experienced practitioners • Real-time China luxury news aggregationIntelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 5. INTELLIGENCE & EVENTS CALENDAR 2011 2012 Q4 Q1 Q2 Q3 INTELLIGENCE: INTELLIGENCE: INTELLIGENCE: INTELLIGENCE: Tourist Consumer Profiles Travel Preferences Purchase Influences Offline Networks Chinese New Year Basics Celebrities that resonate Overseas education Travel experiences China Union Pay Pricing Parity Alternative assets: wine, e-commerce in China art, real estate, diamonds Food and Chinese tourists SYMPOSIUM (NYC): 11/8 SYMPOSIUM(NYC): 2/29 CONFERENCE (NYC): MAY CONFERENCE: Brand Building with Chinese Luxury Customer Chinese New Year: Luxury Consumers Acquisition Service for the Chinese Targeting the Chinese consumer Tourist SYMPOSIUM (NYC): MAY SYMPOSIUM: Outbound investment for China Market Entry Chinese consumers CHINA EXPERT CHINA EXPERT CHINA EXPERT CHINA EXPERT INTERVIEWS: INTERVIEWS: INTERVIEWS: INTERVIEWS: Retail Location Specialist Chinese tourist hospitality Creatives in China Food market entry Search Engine Weibo best practices PR Strategy Tourism marketing Optimization Sustainable products/ Celebrity endorsements Vetting distributors services opportunity Online word of mouth China retail operator Apparel market entry Kids products market entry Service best practices Wine market entry Alternative asset classes Cultivating talent in China Mandarin speaking sales China Union Pay Merchandising for Chinese associates consumers
  • 6. CUSTOM MARKET RESEARCH We do deep dive primary consumer research with high net worth Chinese consumers. CUSTOM RESEARCH OFFERING: • Qualitative and Quantitative research with high net worth consumers • “Live Petri Dish” custom engagements: Combining custom consumer engagements and custom research to create real time consumer feedback • Travel immersions: CLN will travel with high net worth consumers to capture consumer behavior first hand High net worth Chinese individuals guard their privacy closely, and are very difficult to directly access for market research purposes. By working closely with Affinity China, China Luxury Network is able to gain hard to access and extremely valuable insights for luxury brands.Intelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 7. STRATEGY ADVISORY SERVICES China Luxury Network works with clients to develop a comprehensive China strategy. Capabilities include: • China Workshops/Strategy Sessions - China Retail - The China consumer - Chinese social media - Technology and the China consumer (gaming, mobile, etc..) • China Digital Strategy Development • Market Assessments • China Trip Facilitation - Meeting identification and set-up • Market Entry Strategy and Planning • Chinese Partner Identification and Vetting • Sales Channel Assessment and DevelopmentIntelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 8. CHINA LUXURY NETWORK: INDUSTRY EXPERTSCLN provides access to a trusted network of industry experts and practitioners, eachwith decades of China consumer experience. Digital: Brand: • Social • PR/Communications • e-commerce • Market Research • Advertising • Consumer Insights • Search • Branding Strategy • Events/Trade Shows Global Retail: • Creative • Payment solution for Chinese travelers • VIP Customer Development • Mandarin speaking sales recruitment Managing in China: China Distribution: • Talent • Distributor identification/vetting • Executive Talent Search services • Training • Retail location selection • Legal • Retail marketing • Accounting • Retail operations • Investment Strategy / Due Diligence • Sustainable EnterpriseIntelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 9. CONSUMER ENGAGEMENTChina Luxury Network taps into the 200,000 high net-worth MainlandChinese consumers in the Affinity China network to provide luxurybrands with high ROI consumer engagement and visibility.Benefits to brands include:• Custom consumer research• Consumer testing opportunities• Elite travel experiences• Product Seeding• Private events• Lead generation• Direct outreach• Media exposureIntelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 10. China Luxury Network membership provides access to a deep network of luxury consumers and partners Consumers Businesses Practitioners Outbound Luxury Travelers Industry Partners Lead Generation VIP Databases Distributors Travel Agents Luxury Club Members Purchasers Industry Experts Influencers Chinese Media Marketing Execution Celebrities Government China Execution Business Leaders Financiers Creative Talent High Net Worth Consumers Luxury Clubs Distribution Channel DevelopmentIntelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 11. CHINA LUXURY NETWORK TEAM SAGE BRENNAN | Co-Founder Sage first visited China in 1987, and has been studying and speaking the language and culture ever since. He has worked in China as a researcher, investor, entrepreneur, journalist and advisor, with a specialization in digital, mobile and strategy. Sage has advised companies on their China market entry and digital strategy as a co-founder of HotPot Consulting, including leading development of L2′s research and advisory platform in China and market entry for research company, Symphony IRI Holdings, and Evernote. In Shanghai, Sage was the Chief representative of China operations for Hong Kong-based hedge fund Pacific Sun Investment Management. He was the general manager of Shanghai-based Pacific Epoch, a boutique telecom and technology research firm, later acquired by Pacific Crest Securities. Sage was also a consultant for telecom, media and technology firm BDA, based in Beijing. Sage contributed the weekly “Sage Brennan’s This Week in China” column to Dow Jones’ MarketWatch for two years, and remains a frequent commentator on China-related media and technology issues in print media and on programs such as CNBC’s Asia Squawk Box, Wall Street Journal and others. Sage is a founder and curator of the Shanghai chapter of MobileMonday, with over 3,000 participants, and founded the TEDxShanghai chapter. He is also a regular speaker on China at conferences such as SouthXSouthwest, AdTech and others. A native of Boston, Sage holds both an MBA and an undergraduate degree in International Studies from the University of North Carolina at Chapel Hill, and harbors a lifelong passion for Mandarin and China.Intelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 12. CHINA LUXURY NETWORK TEAM RENEE HARTMANN | Co-Founder Renee has been working and living in China since 2000, with a specialty in understanding and selling to the emerging Chinese consumer. She has worked as a brand owner, retail operator, consumer researcher, public relations specialist and market entry strategist in China. Renee has advised companies such as Under Armour, Horizon Hobby, Advanstar and Symphony IRI on their China market entry strategy. She co-founded and later sold Shanghai based China consumer insights agency, Enovate, which advises multinational clients such as New Balance, Kraft, Unilever and Coca-Cola in targeting China’s emerging consumers. She was co-founder of Shanghai-based apparel brand, Eno, and served as its COO and CFO for more than five years. During this time, Eno opened ten self-run retail locations in China and fifteen franchise and partner operated stores. Eno also ran its own e-commerce platform, as well as sold online through Taobao and other partner sites. Renee led the company’s fundraising efforts, which resulted in raising more than US$8 million from venture capital and angel investors. She oversaw Eno’s groundbreaking marketing practice, resulting in the company’s recognition as one of the Top Ten Most Innovative companies in China by Fast Company in 2010. Renee spent several years in the financial industry as an equity research analyst in the consumer sector for Putnam Investments, as well as founded Ogilvy and Mather’s Mainland China Investor Relations practice in Beijing. Renee holds a BBA from Emory University’s Goizueta School of Business, and an MBA from Duke University’s Fuqua School of Business. She holds the Chartered Financial Analyst designation, and was named one of CNN’s “Top 20 People to Watch in Shanghai” in 2010. Renee has operated and lived in China for more than ten years and speaks Mandarin.Intelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 13. AFFINITY CHINA Affinity China’s cross border founding management team has backgrounds in luxury, Chinese private club management, retail & e-commerce, technology and strong relationships in China and the U.S. Affinity China’s partners are international brands that understand the importance of the outbound Chinese luxury, travel and investment markets. Our early investors include Loeb Enterprises, RRE Ventures and 500 Startups along with a group of prominent angel investors. Affinity China has the strategic backing, China relationships and experience necessary to execute truly global strategies, across borders.Intelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 14. SELECTED ENGAGEMENTSIntelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World
  • 15. Renee