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MARKETING LUXURY IN ASIA:THE “EMERGING MARKETS” IN ASIA        is a business unit of
LUXURY ASIA:                                        Marketing Luxury in Asia  THE NEW EMERGINGLUXURY MARKETS IN ASIA      ...
LUXURY ASIA:                                           Marketing Luxury in Asia  THE NEW EMERGINGLUXURY MARKETS IN ASIA   ...
Marketing Luxury in Asia      LUXURY ASIA:CATEGORIES AND PRODUCTS                                        LUXURY      PERSO...
LUXURY ASIA:                                     Marketing Luxury in AsiaCHINA IS THE WORLD’S FASTEST  GROWING LUXURY MARK...
LUXURY ASIA:                                Marketing Luxury in AsiaCHINA IS THE WORLD’S FASTEST  GROWING LUXURY MARKET   ...
Marketing Luxury in Asia        LUXURY ASIA:THE LUXURY MARKET WORLDWIDE        VALUE OF LUXURY MARKET, WORLDWIDE, BY CATEG...
Marketing Luxury in Asia       LUXURY ASIA:THE LUXURY MARKET IN CHINA       CHINA (mainland, excluding Hong Kong, Macao & ...
WORLD DISTRIBUTION OF                                                              Marketing Luxury in Asia    SWISS WATCH...
WORLD DISTRIBUTION OF                                                              Marketing Luxury in Asia      SWISS WAT...
THE LUXURY MARKET IN CHINA:                                      Marketing Luxury in AsiaLINKING PRODUCT TO CONSUMER    TH...
THE LUXURY MARKET IN CHINA:                                                        Marketing Luxury in Asia  MOTIVATION FO...
THE LUXURY MARKET IN CHINA:                                                        Marketing Luxury in Asia BRAND RECOGNIT...
START2ASIA:                                              Marketing Luxury in AsiaYOUR SOLUTION TO ACHIEVESCALE AND GROWTH ...
Marketing Luxury in Asia     START2ASIA:OUR VALUE PROPOSITION                        OUR VALUE PROPOSITION                ...
FOR INFO ON:● MARKETING LUXURY IN ASIA● MARKET ENTRY / INTERNATIONALIZATION / JOINT-VENTURE PLANS IN ASIA● BUSINESS DEVELO...
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Marketing Luxury In Asia

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Start2Asia™ - Marketing Luxury in Asia

Marketing Luxury In Asia

  1. 1. MARKETING LUXURY IN ASIA:THE “EMERGING MARKETS” IN ASIA is a business unit of
  2. 2. LUXURY ASIA: Marketing Luxury in Asia THE NEW EMERGINGLUXURY MARKETS IN ASIA #1: ASIA ASIA: THE LARGEST TARGET MARKET FOR LUXURY BRANDS “Luxury is a necessity that begins where #1: CHINA necessity ends” (Gabrielle Coco Chanel) CHINA: “W OR LD’S LAR GEST LUXUR Y M AR K ET I N THE W OR LD” THE WORLD’S FASTEST GROWING LUXURY MARKET, AND THE MARKET THAT BY 2012 WILL RANK #1, AHEAD MARKETING LUXURY: OF JAPAN AND THE USA.DEVELOPING NEW MARKETS IN ASIA is a business unit of
  3. 3. LUXURY ASIA: Marketing Luxury in Asia THE NEW EMERGINGLUXURY MARKETS IN ASIA LUXURY MARKETS IN ASIA HIGH POTENTIAL: ● SINGAPORE ● CHINA ● HONG KONG ● MALAYSIA CHINA SOUTH KOREA DEVELOPING POTENTIAL: ● ● ● JAPAN ● SOUTH KOREA INDIA ● TAIWAN ● HONG KONG ● THAILAND ● ● TAIWAN EMERGING: ● THAILAND ● ● INDIA VIETNAM ● INDONESIA MALAYSIA ● ● VIETNAM ● SINGAPORE MATURE: ● INDONESIA ● JAPAN is a business unit of
  4. 4. Marketing Luxury in Asia LUXURY ASIA:CATEGORIES AND PRODUCTS LUXURY PERSONAL EXPERIENTAL HOME LUXURIES LUXURIES LUXURIES ● ART, ANTIQUES & COLLECTIBLES ● FURNITURE, LAMPS & FLOOR● AUTOMOBILES ● DINING COVERINGS● CLOTHING & APPAREL ● ENTERTAIMENT ● GARDEN & OUTDOOR● COSMETICS, FRAGRANCES & ● HOME SERVICES ● HOME DECORATING FABRICS, BEAUTY PRODUCTS ● PERSONAL EDUCATION & WALL & WINDOW COVERINGS● FASHION ACCESSORIES EXECUTIVE EDUCATION ● KITCHEN APPLIANCES &● JEWELRY ● REAL ESTATE BATHROOM EQUIPMENT● PENS, WRITING INSTRUMENTS ● SPA, MASSAGE, BEAUTY & ● KITCHENWARE & COOKWARE & DESK ACCESSORIES COSMETIC SERVICES ● LINENS & BEDDINGS● WATCHES ● TRAVEL ● TABLETOPS, DINNERWARE,● WINE, LIQUOR & SPIRITS ● YACHTING STEMWARE & FLATWARE● PET PRODUCTS ● ELECTRONICS & PHOTOGRAPHY EQUIPMENT is a business unit of
  5. 5. LUXURY ASIA: Marketing Luxury in AsiaCHINA IS THE WORLD’S FASTEST GROWING LUXURY MARKET FOR THE FIRST TIME IN 2010, ASIA DID GENERATE MORE NEW DEMAND THAN THE U.S.A. THE GLOBAL ECONOMY WILL INCREASINGLY BE DRIVEN BY ASIAN NATIONS, ESPECIALLY CHINA, WHICH MUST DELIVER MORE GOODS AND SERVICES TO ITS OWN MIDDLE CLASS CHINA U.S.A. Consumers account for nations’ GDP: 35% 70% Savings as % of household income: 37.5% 3.6% 271 billionaires (China ranks #2 behind USA with >400) 1,110,000 millionaires (China ranks #3 behind USA and Japan) 300,000,000 “middle class” 170,000,000 purchase top luxury brands CHINA’S EXPORT-FOCUSED ECONOMY IS GIVING WAY TO A CONSUMER-DRIVEN MARKET MORE QUICKLY THAN MOST COMPANIES THINK is a business unit of
  6. 6. LUXURY ASIA: Marketing Luxury in AsiaCHINA IS THE WORLD’S FASTEST GROWING LUXURY MARKET CHINA IS TODAY THE WORLD’S LARGEST OR SECOND-LARGEST CONSUMER OF A VARIETY OF PRODUCTS: GLOBAL RANKING #1 GLOBAL RANKING #2 AUTOMOBILES 22% INTERNET USE 63% MOBILE PHONES 22% CONSUMER ELECTRONICS 15% LUXURY GOODS 19% JEWELRY 13% SHOES 12% HOME APPLIANCES 12% BIKES & MOTORCYCLES 7% is a business unit of
  7. 7. Marketing Luxury in Asia LUXURY ASIA:THE LUXURY MARKET WORLDWIDE VALUE OF LUXURY MARKET, WORLDWIDE, BY CATEGORY (2008) Category of Luxury products Value in US$ SPIRITS, CHAMPAGNES & STILL WINES US$ 107 billion FRAGRANCES & COSMETICS US$ 41 billion JEWELRY US$ 40 billion READY-TO-WEAR US$ 30 billion LEATHER GOODS & ACCESSORIES US$ 24 billion WATCHES US$ 16 billion other (incl. TABLEWARE) US$ 7 billion Total value of Luxury market US$ 265 billion is a business unit of
  8. 8. Marketing Luxury in Asia LUXURY ASIA:THE LUXURY MARKET IN CHINA CHINA (mainland, excluding Hong Kong, Macao & Taiwan): VALUE OF LUXURY MARKET, BY CATEGORY (2008) Category of Luxury products Value in US$ FRAGRANCES & COSMETICS US$ 4 billion SPIRITS, CHAMPAGNES & STILL WINES US$ 4 billion LEATHER GOODS & ACCESSORIES US$ 1.6 billion READY-TO-WEAR US$ 1.5 billion WATCHES US$ 1.3 billion JEWELRY US$ 1.3 billion other (incl. TABLEWARE) US$ 1.3 billion Total value of Luxury market US$ 15 billion is a business unit of
  9. 9. WORLD DISTRIBUTION OF Marketing Luxury in Asia SWISS WATCHES TOP 10 COUNTRIES (MARCH 2010-2009-2008) Value in millions of CHF Change in % Country 2010 2009 2008 20102009 2010/20081 HONG KONG 235.5 140.4 198.5 +67.7% +18.6%2 U.S.A. 134.6 86.3 171 +56% -21.3%3 CHINA 77.9 41.1 60.9 +89.8% +28%4 ITALY 77.6 75.2 83.6 +3.2% -7.2%5 FRANCE 69 72 70.3 -4.2% -1.9%6 GERMANY 68 58.6 63.4 +16.1% +7.4%7 SINGAPORE 67.5 35.3 53.2 +91.4% +27%8 JAPAN 62.2 61 81 +2% -23.2%9 U.A.E. 52 22 52.4 +136.8% -0.8%10 U.K. 44.7 43 40.8 +3.9% +9.3%Source: Federation of the Swiss Watch Industry – April 2010 is a business unit of
  10. 10. WORLD DISTRIBUTION OF Marketing Luxury in Asia SWISS WATCHES TOP 10 ASIAN COUNTRIES (MARCH 2010-2009-2008)World Value in millions of CHF Change in %Rank Country 2010 2009 2008 20102009 2010/2008 1 HONG KONG 235.5 140.4 198.5 +67.7% +18.6% 3 CHINA 77.9 41.1 60.9 +89.8% +28% 7 SINGAPORE 67.5 35.3 53.2 +91.4% +27% 8 JAPAN 62.2 61 81 +2% -23.2% 9 U.A.E. 52 22 52.4 +136.8% -0.8%12 TAIWAN 25 12.4 20.4 +102.2% +22.5%13 SOUTH KOREA 23.4 17.2 12 +36.4% +94.6%14 SAUDI ARABIA 21.4 14.8 13.1 +44.6% +63.7%16 THAILAND 15.3 12.8 22 +19.7% -30.2%23 MALAYSIA 6.6 5.9 5.8 +10.3% +12.5%Source: Federation of the Swiss Watch Industry – April 2010 is a business unit of
  11. 11. THE LUXURY MARKET IN CHINA: Marketing Luxury in AsiaLINKING PRODUCT TO CONSUMER THE MEANS-ENDS CHAIN Different perspectives of the Means-Ends Chain LUXURY LUXURY CHINESE PRODUCT PRODUCT ATTITUDE CHINESE BENEFITS ATTRIBUTES TOWARDS VALUES NEEDED BY DEVELOPED LUXURY CHINESE FOR CHINA PRODUCTS CUSTOMERS MARKET WESTERN WESTERN WESTERN WESTERN ATTITUDE LUXURY LUXURY VALUES TOWARDS PRODUCTS PRODUCT SYSTEM LUXURY BENEFITS ATTRIBUTES PRODUCTS SELF-KNOWLEDGE PRODUCT is a business unit of
  12. 12. THE LUXURY MARKET IN CHINA: Marketing Luxury in Asia MOTIVATION FOR BUYING LUXURY GOODS Shanghai 50% TO REFLECT MY PERSONALITY Beijing 49% Shanghai 47% TO REFLECT TASTE & DISCERNMENT Beijing 50% Shanghai 52% TO PAMPER MYSELF Beijing 47% Shanghai 41% TO STAND OUT FROM THE MASSES Beijing 24% Shanghai 16% BECAUSE I’M A CONNOISSEUR Beijing 18% Source: KPMG, from a 2008 survey on 902 middle class respondents from 15 cities in China is a business unit of
  13. 13. THE LUXURY MARKET IN CHINA: Marketing Luxury in Asia BRAND RECOGNITION LEVEL FOR MIDDLE CLASS CHINESE BAGS & IMPORTED CLOTHES SHOES WATCHES JEWELRY CARS OTHERS TOTAL NUMBER 2 OF BRANDS 36 15 25 9 17 67 169 0 IN LIST 0 AVERAGE NUMBER 9.3 4.7 7.6 2.5 10.1 17.5 51.7 6 RECOGNI ZED NUMBER 2 OF BRANDS 37 33 24 11 17 75 197 0 IN LIST 0 AVERAGE NUMBER 10.5 12.4 8.2 3.5 11.1 18.2 63.9 8 RECOGNI ZED Source: KPMG, from a 2008 survey on 902 middle class respondents from 15 cities in China is a business unit of
  14. 14. START2ASIA: Marketing Luxury in AsiaYOUR SOLUTION TO ACHIEVESCALE AND GROWTH IN ASIA INTERNATIONAL LUXURY COMPANY BUSINESS GOALS IN ASIA INTERNATIONAL BUSINESS & FOREIGN MARKET ENTRY STRATEGY CONSULTING 1) IDENTIFY MARKET OPPORTUNITIES AND BUSINESS POTENTIAL IN SELECTED MARKETS FIRM IN ASIA (ASEAN / CHINA / EAST ASIA) WHERE TRANSLATING INTERNATIONAL THE COMPETITIVE ADVANTAGE OF THE MARKETING STRATEGY EXPERIENCE INTERNATIONAL LUXURY COMPANY CAN INTO ACTION FOR GENERATE A STRATEGIC POSITIONING FOR INTERNATIONAL DEVELOPING FOREIGN DEVELOPING NEW BUSINESS, DIVERSIFYING MARKETING & B2B MARKET ENTRY ACTION ACCORDING TO SINGLE MARKETS PROJECTS AND NEW INTERNATIONAL 2) BRAND POSITIONING IN ASIA BUSINESS IN ASIA NETWORKING 3) DEVELOP JOINT-VENTURES FOR PRODUCT DISTRIBUTION, AND MANUFACTURING, IN SELECTED MARKETS IN ASIA 1.) MARKET INTELLIGENCE IN 12 MARKETS IN ASIA 2.) MARKET ENTRY STRATEGY IN ASIA 4) DEVELOP COMMERCIAL ALLIANCES AND AGREEMENTS FOR LOCAL DISTRIBUTION 3.) MARKETING STRATEGY IN ASIA (“RETAIL” & “CONTRACT”) 4.) SINGAPORE COMPANY REGISTRATIONLUXURY COMPANY Create value for the International Luxury Company in Asia Market Entry & Business Development in ASEAN & Asia is a business unit of
  15. 15. Marketing Luxury in Asia START2ASIA:OUR VALUE PROPOSITION OUR VALUE PROPOSITION 1 A BUSINESS-FOCUSED MARKET ENTRY & BUSINESS DEVELOPMENT FRAMEWORK EXPRESSIVELY DESIGNED TO GENERATE NEW BUSINESS FROM RELEVANT TARGET MARKETS AND SEGMENTS 2 A TIMELINE OF DEDICATED MARKETING & BUSINESS DEVELOPMENT ACTIVITIES IN SELECTED MARKETS 3 A FLEXIBLE FRAMEWORK TO MANAGE MULTIPLE ACTIVITIES BASED ON A DYNAMIC BUSINESS DEVELOPMENT & MARKETING COMMUNICATION SUPPORT 4 INTERNATIONAL BUSINESS AND MARKET ENTRY STRATEGY CONSULTING FIRM BASED IN SINGAPORE, ASIA’S FINANCIAL AND BUSINESS HUB 5 A DEDICATED TEAM WITH HANDS-ON AND MULTI-YEAR IN- DEPTH EXPERIENCE IN LUXURY AND ASIAN MARKETS 6 BI-MONTHLY REPORT ON PROGRESS OF ACTIVITIES A BUSINESS-FOCUSED MARKET ENTRY & BUSINESS DEVELOPMENT FRAMEWORK DESIGNED TO GENERATE NEW BUSINESS FROM RELEVANT TARGET MARKETS AND SEGMENTS is a business unit of
  16. 16. FOR INFO ON:● MARKETING LUXURY IN ASIA● MARKET ENTRY / INTERNATIONALIZATION / JOINT-VENTURE PLANS IN ASIA● BUSINESS DEVELOPMENT PLANS IN ASIA● FDI (FOREIGN DIRECT INVESTMENT) OPPORTUNITIES IN ASIA● SINGAPORE COMPANY REGISTRATION 120 Telok Ayer Street Singapore 068589 www.start2asia.com info@start2asia.com

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