China is projected to surpass Japan to become the world's largest luxury goods market, growing from $12 billion in spending in 2010 to $27 billion in 2015. This growth will be driven primarily by China's expanding upper middle class and wealthy consumers. While traditional Chinese culture emphasized frugality, modern materialism from Western influence and China's growing economy have increased demand for luxury brands as a means of gaining social status and "face."
The political advertising of women’s skin colours in indonesiaAlexander Decker
This document discusses advertising strategies used to influence trends in women's skin color in Indonesia. It begins by providing background on how women are often used in advertising due to being a large target market. It then examines how standards of beauty have changed over time, from fair skin being ideal to tanned skin becoming popular. Advertisers play a role in shaping these beauty myths through the messages in their ads. The document analyzes advertising ideas and strategies, exploring how one idea may become dominant or hegemonic through mass media exposure. It aims to understand how advertisers create ideological trends in women's skin colors through their advertising approaches.
While high earning Chinese consumers are known for their love of luxury items and the status they bring, new research reveals there is a new characteristic these consumers are looking for – craftsmanship.
The document summarizes key aspects of the social, cultural, and economic environment in China as it relates to opportunities for Western companies targeting China's child population. It discusses Chinese culture and values, the education system, trends among Chinese children as consumers, and analyses China using cultural frameworks. Market opportunities exist due to China's large population and growing economy, though companies must consider China's cultural context to effectively market products.
The document discusses the changing identity of tourists in the future. It suggests tourists may have more fluid identities, being educated, multicultural, and knowledgeable from increased global connections. Some tourists may seek extreme experiences, while others prefer simplicity and discretionary thrift. The concept of luxury is also changing, prioritizing quality of life and experiences over material goods and conspicuous consumption. Overall, tourists of the future may have identities defined by slowing down and focusing on authentic, basic human experiences.
The document discusses Chinese outbound tourism, providing information on current demand, the evolution of Chinese tourism, and opportunities for Spain. Some key points:
- China is now the number 1 source market for outbound tourism in Asia, spending over $48 billion in 2010.
- Chinese outbound trips and spending have grown significantly since 2000 and are expected to continue rising quickly.
- Chinese tourists are becoming more sophisticated and are traveling for prestige, soft power projection, and to learn wealthy behaviors.
- Spain has opportunities but must understand Chinese tourists have a decade of experience and are segmented between mass and upper-end markets. Customization and Chinese-language services are important.
This report examines changing perceptions of luxury and how luxury apparel brands are adapting. It finds that while quality and brand perception still influence value, loyalty alone is no longer enough - consumers now want brands that offer deeper luxury through environmental and social responsibility. Data analysis shows environmental focus strongly impacts perceived value. As needs evolve beyond materialism, consumers seek self-actualization through brands that improve society and the planet. Luxury apparel brands must recognize this shift and integrate sustainability into their products and services to remain relevant and drive future growth.
China is in the midst of one of history’s most dramatic consumer
revolutions. Its people have emerged from decades of global
isolation, restrictions on personal expression, and lack of
consumer choice to power the world’s fastest growing economy.
From affl uent urban youths to mobile professionals to the rural
elite, consumers are seeking products and services that refl ect
what it means to be modern in China.
In just over 30 years, China has seen the rise of consumerism and sophisticated marketing as the country has opened up to the world. Young middle class consumers in major Chinese cities love exploring life's potential through consumption of international brands. However, many consumers still lack in-depth knowledge of products and brands due to not growing up with them. As China's new middle class has grown, especially more westernized generations born after the 1980s, they have become more confident and determined to display their independence through consumption of niche brands they trust. Brands that involve and inspire Chinese consumers through building understanding of product benefits will be able to win over consumers, though they may change the brands in the process.
The political advertising of women’s skin colours in indonesiaAlexander Decker
This document discusses advertising strategies used to influence trends in women's skin color in Indonesia. It begins by providing background on how women are often used in advertising due to being a large target market. It then examines how standards of beauty have changed over time, from fair skin being ideal to tanned skin becoming popular. Advertisers play a role in shaping these beauty myths through the messages in their ads. The document analyzes advertising ideas and strategies, exploring how one idea may become dominant or hegemonic through mass media exposure. It aims to understand how advertisers create ideological trends in women's skin colors through their advertising approaches.
While high earning Chinese consumers are known for their love of luxury items and the status they bring, new research reveals there is a new characteristic these consumers are looking for – craftsmanship.
The document summarizes key aspects of the social, cultural, and economic environment in China as it relates to opportunities for Western companies targeting China's child population. It discusses Chinese culture and values, the education system, trends among Chinese children as consumers, and analyses China using cultural frameworks. Market opportunities exist due to China's large population and growing economy, though companies must consider China's cultural context to effectively market products.
The document discusses the changing identity of tourists in the future. It suggests tourists may have more fluid identities, being educated, multicultural, and knowledgeable from increased global connections. Some tourists may seek extreme experiences, while others prefer simplicity and discretionary thrift. The concept of luxury is also changing, prioritizing quality of life and experiences over material goods and conspicuous consumption. Overall, tourists of the future may have identities defined by slowing down and focusing on authentic, basic human experiences.
The document discusses Chinese outbound tourism, providing information on current demand, the evolution of Chinese tourism, and opportunities for Spain. Some key points:
- China is now the number 1 source market for outbound tourism in Asia, spending over $48 billion in 2010.
- Chinese outbound trips and spending have grown significantly since 2000 and are expected to continue rising quickly.
- Chinese tourists are becoming more sophisticated and are traveling for prestige, soft power projection, and to learn wealthy behaviors.
- Spain has opportunities but must understand Chinese tourists have a decade of experience and are segmented between mass and upper-end markets. Customization and Chinese-language services are important.
This report examines changing perceptions of luxury and how luxury apparel brands are adapting. It finds that while quality and brand perception still influence value, loyalty alone is no longer enough - consumers now want brands that offer deeper luxury through environmental and social responsibility. Data analysis shows environmental focus strongly impacts perceived value. As needs evolve beyond materialism, consumers seek self-actualization through brands that improve society and the planet. Luxury apparel brands must recognize this shift and integrate sustainability into their products and services to remain relevant and drive future growth.
China is in the midst of one of history’s most dramatic consumer
revolutions. Its people have emerged from decades of global
isolation, restrictions on personal expression, and lack of
consumer choice to power the world’s fastest growing economy.
From affl uent urban youths to mobile professionals to the rural
elite, consumers are seeking products and services that refl ect
what it means to be modern in China.
In just over 30 years, China has seen the rise of consumerism and sophisticated marketing as the country has opened up to the world. Young middle class consumers in major Chinese cities love exploring life's potential through consumption of international brands. However, many consumers still lack in-depth knowledge of products and brands due to not growing up with them. As China's new middle class has grown, especially more westernized generations born after the 1980s, they have become more confident and determined to display their independence through consumption of niche brands they trust. Brands that involve and inspire Chinese consumers through building understanding of product benefits will be able to win over consumers, though they may change the brands in the process.
A description of the key tourism drivers that shape tourists behaviour in 2050 based upon a wealth and a desire for new experiences. Part of the www.tourism2050.com project
This document discusses value perception of luxury apparel brands in Singapore. It finds that consumers' perception of value is shifting, with environmental focus and need for "deeper luxury" through self-actualization becoming more important. Though quality and brand perception still positively impact value, brand loyalty can hinder adding value. The definition and perception of luxury is changing, with consumers now wanting brands that represent concerns for an improved planet beyond lavishness or status displays. A new type of luxury consumer demands brands that are both luxurious and sustainable to justify their expenditures.
Change Knowledge: Are you ready for tomorrow's consumer?Lighthouse CEE
Presentation for the Central European University in Budapest on the 26th of March 2010.
Change Knowledge and it's implications & applications for brands and business in Russia & Denmark.
Lighthouse CEE corporate profile, client offer and case studies. More informatiion about Lighthouse CEE at: http://www.lighthouse-cee.com
This document discusses the city of Pune, India and its importance on a global scale. It describes Pune as India's 8th largest city and one of the fastest growing, with a population set to double in the next 15 years. Pune is seen as a bellwether for issues affecting global cities as India's economy has grown and an emerging middle class drives consumption. How this middle class chooses to consume will impact the environment and India's dependence on fossil fuels. The document examines ideas of development, sustainability, and the tensions between economic growth and social/environmental impacts in Pune and urban India.
Essay Assignment Writing provides professional academic writing services to students all over the world. Having a huge team of writers, we have experts from different fields in our company. We assign work to the best writer, who is highly experienced in the relevant field of your task. All of our writers are certified degree holders and know their job. You will be more than pleased to avail our academic writing services. <a href="https://essayassignmentwriting.com">Essay assignment writing</a>
The document is a collection of links to Flickr photos posted by Javaughn Richardson documenting their journey and experiences in the music industry. It begins with photos from family parties and singing karaoke as a teenager and progresses to buying their first keyboard, experiencing a recording studio for the first time, learning music software like Pro Tools and Logic Pro, working at a music company, attending school for music production, and their goals of graduating and becoming a music producer.
1. The passage describes the evolution of organizational theory from the early 20th century onwards.
2. It started with the "mechanical" or "scientific management" school that viewed organizations like machines, but this was later challenged by the "human relations" school which emphasized people over machines.
3. Over time, different perspectives on organizations emerged that incorporated concepts like bureaucracy, power, conflict, decision-making and more. No single view has been able to fully describe organizations.
Rod Orr has extensive experience in broadcasting, marketing, and business leadership. He has a proven track record of turning around struggling stations, championing strategic planning, and attracting millions of visitors through effective marketing. Multiple references attest to Rod's professionalism, creativity, vision, and ability to achieve results.
Ian Solomon has always been interested in art and helping people. He has a degree in graphic design and years of experience in design programs like Photoshop and Illustrator. Ian also has experience volunteering for non-profits and working in marketing. He is seeking freelance design work and is motivated to use his skills to create impactful designs and make positive change.
The document discusses Javaughn Richardson's journey and experiences with music, including buying his first keyboard at age 16, being blown away by his first time in a recording studio, studying music production in school and currently working at Mars Music Inc. While excited about graduation and his accomplishments, he acknowledges there is still a long road ahead as he pursues a career in music production.
Twelve Oaks Roofing: Providing Superior Roofing Services in Novi, MichiganLennards Vaughn
If you live in the greater Novi area, as well as Wixom, South Lyon, Farmington, Farmington Hills, Northville, West Bloomfield, and Walled Lake and need trustworthy roofing contractors for roof repairs or replacement, Twelve Oaks Roofing is the place to call.
Pets love their owners more than they love themselves. Owning a pet provides unconditional love from an animal. A pet will show more love and affection to its owner over caring for its own needs and wants.
Prioritizing Complete Streets -- Utility & Gap Analysistimothygreardon
This document introduces a new prioritization tool to help Massachusetts communities identify road segments that are most important for pedestrian and cyclist access to destinations like schools, shops, and parks. The tool uses a proximity-based approach, analyzing data on the number of trips to different destinations from the Massachusetts Travel Survey, Census data on population and households, and locations of destinations. It identifies "high-utility" road segments that connect residential areas to destinations but currently lack features like sidewalks. The tool is intended to inform decisions on infrastructure investments and maintenance. Future improvements may include additional trip types, learning more about municipal applications, and developing it into a fully automated online tool.
This document is a profile of Javaughn Richardson that summarizes his experience and interests in music production. It shows that he has been interested in music since buying his first keyboard at age 16. Over the years, he has gained experience with music software like Pro Tools, Logic Pro, and FL Studio. Richardson is currently studying music production in school and is set to graduate in August. While he feels on top of the world, he also knows there is still a long road ahead as he pursues a career as a music producer.
Pressbook concernant le nouvel Album 12 titres des FUTURS- EX. Le groupe de musique est composé de Pat Kebra (ex-Oberkampf), RXC (ex-WC3) et Thierry Gaulme (ex-Attentat Rock).
This document summarizes a conference on consumerism and the emerging middle class in India and China. It provides context on the economic growth and liberalization in both countries leading to the rise of consumption-oriented lifestyles among parts of the population. The conference will address the cultural analysis of consumption patterns in both countries, how they are embedded in class habits and politics of distinction. Topics discussed will include the dream world of mass consumption through cinema and advertising, consumption of luxury goods and their copies, leisure industries, and new conceptions of gender and sexuality. The document outlines several papers to be presented on related themes such as the tensions between newly affluent and aspiring social groups, the reality of the Chinese middle class, the
An analysis of culture and luxury consumption relationshipBao Ngoc Le
This document is a dissertation submitted by Ngoc Bao Le for the degree of MSc International Management. The dissertation examines the impacts of cultural differences and acculturation on luxury goods consumption among Asian female students. It contains 11,478 words divided into 6 sections. The literature review discusses concepts of luxury goods, reasons for rising luxury consumption in Asia, cultural differences that influence motivations, and the influence of acculturation. The methodology section outlines qualitative interviews conducted with Asian and European students. Results and analysis of the interviews are also provided.
Five trends in China youth consumers depicted, with background (social, economic, cultural triggers), important nuances that marketers should capture, and business implications (with cases). From China Youthology, brand-youth connection consultancy in China.
www.chinayouthology.com/blog
A description of the key tourism drivers that shape tourists behaviour in 2050 based upon a wealth and a desire for new experiences. Part of the www.tourism2050.com project
This document discusses value perception of luxury apparel brands in Singapore. It finds that consumers' perception of value is shifting, with environmental focus and need for "deeper luxury" through self-actualization becoming more important. Though quality and brand perception still positively impact value, brand loyalty can hinder adding value. The definition and perception of luxury is changing, with consumers now wanting brands that represent concerns for an improved planet beyond lavishness or status displays. A new type of luxury consumer demands brands that are both luxurious and sustainable to justify their expenditures.
Change Knowledge: Are you ready for tomorrow's consumer?Lighthouse CEE
Presentation for the Central European University in Budapest on the 26th of March 2010.
Change Knowledge and it's implications & applications for brands and business in Russia & Denmark.
Lighthouse CEE corporate profile, client offer and case studies. More informatiion about Lighthouse CEE at: http://www.lighthouse-cee.com
This document discusses the city of Pune, India and its importance on a global scale. It describes Pune as India's 8th largest city and one of the fastest growing, with a population set to double in the next 15 years. Pune is seen as a bellwether for issues affecting global cities as India's economy has grown and an emerging middle class drives consumption. How this middle class chooses to consume will impact the environment and India's dependence on fossil fuels. The document examines ideas of development, sustainability, and the tensions between economic growth and social/environmental impacts in Pune and urban India.
Essay Assignment Writing provides professional academic writing services to students all over the world. Having a huge team of writers, we have experts from different fields in our company. We assign work to the best writer, who is highly experienced in the relevant field of your task. All of our writers are certified degree holders and know their job. You will be more than pleased to avail our academic writing services. <a href="https://essayassignmentwriting.com">Essay assignment writing</a>
The document is a collection of links to Flickr photos posted by Javaughn Richardson documenting their journey and experiences in the music industry. It begins with photos from family parties and singing karaoke as a teenager and progresses to buying their first keyboard, experiencing a recording studio for the first time, learning music software like Pro Tools and Logic Pro, working at a music company, attending school for music production, and their goals of graduating and becoming a music producer.
1. The passage describes the evolution of organizational theory from the early 20th century onwards.
2. It started with the "mechanical" or "scientific management" school that viewed organizations like machines, but this was later challenged by the "human relations" school which emphasized people over machines.
3. Over time, different perspectives on organizations emerged that incorporated concepts like bureaucracy, power, conflict, decision-making and more. No single view has been able to fully describe organizations.
Rod Orr has extensive experience in broadcasting, marketing, and business leadership. He has a proven track record of turning around struggling stations, championing strategic planning, and attracting millions of visitors through effective marketing. Multiple references attest to Rod's professionalism, creativity, vision, and ability to achieve results.
Ian Solomon has always been interested in art and helping people. He has a degree in graphic design and years of experience in design programs like Photoshop and Illustrator. Ian also has experience volunteering for non-profits and working in marketing. He is seeking freelance design work and is motivated to use his skills to create impactful designs and make positive change.
The document discusses Javaughn Richardson's journey and experiences with music, including buying his first keyboard at age 16, being blown away by his first time in a recording studio, studying music production in school and currently working at Mars Music Inc. While excited about graduation and his accomplishments, he acknowledges there is still a long road ahead as he pursues a career in music production.
Twelve Oaks Roofing: Providing Superior Roofing Services in Novi, MichiganLennards Vaughn
If you live in the greater Novi area, as well as Wixom, South Lyon, Farmington, Farmington Hills, Northville, West Bloomfield, and Walled Lake and need trustworthy roofing contractors for roof repairs or replacement, Twelve Oaks Roofing is the place to call.
Pets love their owners more than they love themselves. Owning a pet provides unconditional love from an animal. A pet will show more love and affection to its owner over caring for its own needs and wants.
Prioritizing Complete Streets -- Utility & Gap Analysistimothygreardon
This document introduces a new prioritization tool to help Massachusetts communities identify road segments that are most important for pedestrian and cyclist access to destinations like schools, shops, and parks. The tool uses a proximity-based approach, analyzing data on the number of trips to different destinations from the Massachusetts Travel Survey, Census data on population and households, and locations of destinations. It identifies "high-utility" road segments that connect residential areas to destinations but currently lack features like sidewalks. The tool is intended to inform decisions on infrastructure investments and maintenance. Future improvements may include additional trip types, learning more about municipal applications, and developing it into a fully automated online tool.
This document is a profile of Javaughn Richardson that summarizes his experience and interests in music production. It shows that he has been interested in music since buying his first keyboard at age 16. Over the years, he has gained experience with music software like Pro Tools, Logic Pro, and FL Studio. Richardson is currently studying music production in school and is set to graduate in August. While he feels on top of the world, he also knows there is still a long road ahead as he pursues a career as a music producer.
Pressbook concernant le nouvel Album 12 titres des FUTURS- EX. Le groupe de musique est composé de Pat Kebra (ex-Oberkampf), RXC (ex-WC3) et Thierry Gaulme (ex-Attentat Rock).
This document summarizes a conference on consumerism and the emerging middle class in India and China. It provides context on the economic growth and liberalization in both countries leading to the rise of consumption-oriented lifestyles among parts of the population. The conference will address the cultural analysis of consumption patterns in both countries, how they are embedded in class habits and politics of distinction. Topics discussed will include the dream world of mass consumption through cinema and advertising, consumption of luxury goods and their copies, leisure industries, and new conceptions of gender and sexuality. The document outlines several papers to be presented on related themes such as the tensions between newly affluent and aspiring social groups, the reality of the Chinese middle class, the
An analysis of culture and luxury consumption relationshipBao Ngoc Le
This document is a dissertation submitted by Ngoc Bao Le for the degree of MSc International Management. The dissertation examines the impacts of cultural differences and acculturation on luxury goods consumption among Asian female students. It contains 11,478 words divided into 6 sections. The literature review discusses concepts of luxury goods, reasons for rising luxury consumption in Asia, cultural differences that influence motivations, and the influence of acculturation. The methodology section outlines qualitative interviews conducted with Asian and European students. Results and analysis of the interviews are also provided.
Five trends in China youth consumers depicted, with background (social, economic, cultural triggers), important nuances that marketers should capture, and business implications (with cases). From China Youthology, brand-youth connection consultancy in China.
www.chinayouthology.com/blog
This document discusses how consumer culture has become a fundamental part of modern societies and influences many areas such as politics, economics and identity. It examines consumer culture theory, which aims to understand consumer behaviors and attitudes from a sociological perspective. Some key points made include:
- Individuals use consumption to create and maintain their identity, though this identity is not always under their full control.
- Companies try to influence the meanings attached to products, but consumers ultimately determine cultural value and meanings.
- Gift giving is an important aspect of consumer culture as it creates social bonds and obligations.
Setting A New Stage In China's Luxury Market Mark Opao
In this publication, ZenithOptimedia examines the changing landscape of China's luxury market through the driving forces that set the new stage of the industry now and in the future-- the millennials, the emerging growth cities and key trends in luxury communications.
The document discusses the rise of consumerism and how it relates to identity formation. It outlines the key stages of social identity theory, including categorization, social identification, and social comparison. A brief history is given of how consumerism expanded with industrialization and how advertising increasingly used psychological tools to drive consumption and shape identities. Consumerism is seen as both enabling individual identities but also potentially supplanting other group affiliations, with mixed consequences.
Fashion Trends and Brand Opportunities in ChinaTechnomic Asia
Presentation given by Michael Zakkour @michaelzakkour at Fashion Institute of Technology on Oct 3 - China Fashion, Beauty and Status A Year on the Frontlines of China's Apparel and Luxury Market.
Global Engagement in an Interconnected WorldSummarized from a p.docxwhittemorelucilla
Global Engagement in an Interconnected World
*Summarized from a paper by the same title, authored by Dr. John Lee, Associate Professor of Social Studies, N.C. State University
Introduction
A mother sits with her son at a computer. Music fills the room as stylishly dressed kids dance on a computer screen. The scene is a house in the Western African country of Senegal where an encouraging mother is watching a music video with her son and offering her opinion of her son’s favorite new musical group, Rania. The group is from South Korea and is part of a music phenomenon called Korean Pop (or K-Pop) that fuses electronic, hip hop, rock and R&B musical forms. The young man made a video of his mother’s opinion of the group and put it on YouTube. A South Korean musical group, singing music online that emerged in black American culture, is being shared by an African boy on a global commercial video sharing network. How did we get to this point and what are the implications of this interconnected and overlapping world for this young man’s future and the future of young people in the United States?
A certain vision of the future is already here, although unevenly represented around the world. This future is cross-cultural and supported by a global economic system of multinational interests delivered through a decentralized communications network. Young people today are growing up in an interconnected world with access to information through a wide variety of mediums and devices that support the exchange of ideas and opinions. Given that these systems for communication are in constant flux and are being rapidly developed, children must prepare for a future that will look different than the world of their parents.
Trends in Youth Global Engagement
There are six trends that will shape the global engagement of Generation Z over the next decade. Each of them is outlined below.
Trend #1 – The Emergence of an Online Global Identity
Online social networks connect people and create avenues for extending our identity. Identity is connected to our physical being, but increasingly young people are crafting online identities using social networks. Manuel Castells describes this phenomenon in his recent trilogy The Information Age: Economy, Society and Culture. Castells argues that the organization of global economics, political and social institutions prompts individuals to create meaning in their lives through collective action. This explains why networks such as Facebook have become so popular (500 million active users), so fast (Facebook went online in 2004). The attraction of Facebook is the human interaction and collective action that it facilitates. The technology is much less important than the human activities that the technologies enable. In fact, actual interfaces such as Facebook come and go rather quickly (e.g. AOL and MySpace, both with explosive growth and quick declines). These global networks allow people to be free of their “other” identities - ...
Interpersonal Paper Assignment After watching a film .docxvrickens
Interpersonal Paper Assignment
After watching a film from the attached list, you will write a 2-3 page paper (typed, double-spaced, one inch
margins, 12 point font) discussing the communication concepts found within the movie. Please answer the
following questions in paragraph format.
In addition to the 2-3 pages, include a cover sheet with your name, class day, and class time.
1. Choose two concepts from the list below.
2. First define and explain in your own words your understanding of the concepts AND their sub-categories.
3. Next, use specific examples from the movie to further demonstrate your understanding of the concepts
and their relation to individual characters or relationships.
Chapter 7 Concepts
1. Social Penetration Model
2. Johari Window
a. Open
b. Hidden
c. Blind
d. Unknown
3. Relational Spirals
a. Positive
b. Negative
c. Cyclical
Chapter 8 Concepts
1. Types of Friendships
2. Parenting Styles
Chapter 9 Concepts
1. Stages of Romantic Relationships (include all relevant stages you saw in the movie)
2. Love Languages
3. Dialectical Perspectives
4. Deception in Romantic Relationships
5. Conflict Expression Styles
Sample format for paper:
I. Introduction
A. Attention- Getter
B. Thesis
C. Preview
II. Body
A. Concept 1
a. Definition
b. Examples
B. Concept 2
a. Definition
b. Examples
III. Conclusion
A. Review
B. Effective Last Statement
Extra Credit (up to 10 points) – Choose another concept listed on this paper to examine and write a one-page
response that answers the questions listed above. Please label this section EXTRA CREDIT on a separate page.
MOVIES TO CHOOSE FROM
When Harry Met Sally
Office Space
Remember the Titans
Mr. Holland’s Opus
Steel Magnolias
You’ve Got Mail
Hitch
Dead Poet’s Society
Almost Famous
Crash
Elizabethtown
Fried Green Tomatoes
Good Will Hunting
One Flew over the Cuckoo’s Nest
Knocked Up
Shallow Hal
How To Lose a Guy in Ten Days
Love Actually
Mona Lisa Smile
The Notebook
Garden State
Shawshank Redemption
Eternal Sunshine of the Spotless Mind
Forrest Gump
Little Miss Sunshine
Walk the Line
Chasing Amy
8 Mile
The War
Juno
Fight Club
40 Year Old Virgin
He’s Just Not That into You
The Curious Case of Benjamin Button
Slumdog Millionaire
Journal of Contemporary China, 2016
Vol. 25, no. 100, 628–642
http://dx.doi.org/10.1080/10670564.2015.1132961
Establishing Confucius Institutes: a tool for promoting China’s soft
power?
Ying Zhoua and Sabrina Lukb
aWuhan university, China; bKunming university of Science and technology, China
1. Introduction
The rise of China as a global power is undoubtedly one of the major transformations of the post-Cold
War international system. There are a lot of figures and facts demonstrating China’s rise to economic
and political power. However, China’s rise has drawn worldwide attention. Western powers and media
have propagat ...
Interpersonal Paper Assignment After watching a film .docxbagotjesusa
Interpersonal Paper Assignment
After watching a film from the attached list, you will write a 2-3 page paper (typed, double-spaced, one inch
margins, 12 point font) discussing the communication concepts found within the movie. Please answer the
following questions in paragraph format.
In addition to the 2-3 pages, include a cover sheet with your name, class day, and class time.
1. Choose two concepts from the list below.
2. First define and explain in your own words your understanding of the concepts AND their sub-categories.
3. Next, use specific examples from the movie to further demonstrate your understanding of the concepts
and their relation to individual characters or relationships.
Chapter 7 Concepts
1. Social Penetration Model
2. Johari Window
a. Open
b. Hidden
c. Blind
d. Unknown
3. Relational Spirals
a. Positive
b. Negative
c. Cyclical
Chapter 8 Concepts
1. Types of Friendships
2. Parenting Styles
Chapter 9 Concepts
1. Stages of Romantic Relationships (include all relevant stages you saw in the movie)
2. Love Languages
3. Dialectical Perspectives
4. Deception in Romantic Relationships
5. Conflict Expression Styles
Sample format for paper:
I. Introduction
A. Attention- Getter
B. Thesis
C. Preview
II. Body
A. Concept 1
a. Definition
b. Examples
B. Concept 2
a. Definition
b. Examples
III. Conclusion
A. Review
B. Effective Last Statement
Extra Credit (up to 10 points) – Choose another concept listed on this paper to examine and write a one-page
response that answers the questions listed above. Please label this section EXTRA CREDIT on a separate page.
MOVIES TO CHOOSE FROM
When Harry Met Sally
Office Space
Remember the Titans
Mr. Holland’s Opus
Steel Magnolias
You’ve Got Mail
Hitch
Dead Poet’s Society
Almost Famous
Crash
Elizabethtown
Fried Green Tomatoes
Good Will Hunting
One Flew over the Cuckoo’s Nest
Knocked Up
Shallow Hal
How To Lose a Guy in Ten Days
Love Actually
Mona Lisa Smile
The Notebook
Garden State
Shawshank Redemption
Eternal Sunshine of the Spotless Mind
Forrest Gump
Little Miss Sunshine
Walk the Line
Chasing Amy
8 Mile
The War
Juno
Fight Club
40 Year Old Virgin
He’s Just Not That into You
The Curious Case of Benjamin Button
Slumdog Millionaire
Journal of Contemporary China, 2016
Vol. 25, no. 100, 628–642
http://dx.doi.org/10.1080/10670564.2015.1132961
Establishing Confucius Institutes: a tool for promoting China’s soft
power?
Ying Zhoua and Sabrina Lukb
aWuhan university, China; bKunming university of Science and technology, China
1. Introduction
The rise of China as a global power is undoubtedly one of the major transformations of the post-Cold
War international system. There are a lot of figures and facts demonstrating China’s rise to economic
and political power. However, China’s rise has drawn worldwide attention. Western powers and media
have propagat.
Presentation for Ypulse Mashup Youth Marketing Conf: Building deeper connecti...Lisa Li
1. The document discusses trends in Chinese youth culture and how brands can better connect with Chinese youth. It summarizes research findings on changing aspirations, values, and identities among Chinese youth.
2. Specifically, it finds that Chinese youth are seeking comfort, encouragement, and ways to construct meaningful identities beyond materialism. They are also increasingly interested in social issues, defending civil liberties, and expressing national and generational pride.
3. The document recommends that brands provide cultural products that offer relief and reassurance to Chinese youth. It also suggests brands understand and engage with trends like social participation, new forms of individual expression, and grassroots creative culture.
This document provides an executive summary of a report on Chinese global travelers. It finds that Chinese outbound travel has tripled in the last 10 years, with more adventurous consumers broadening the types of destinations and experiences sought. Younger generations and those from smaller cities are now traveling. While some still prefer structured tours, many seek authentic local experiences and cuisine. The report identifies 12 emerging types of Chinese travelers and provides case studies on companies adapting to their needs.
The document discusses the popularity of mobile apps in China and trends in Chinese app usage. It notes that China has surpassed the US as the largest smartphone market in the world. Social and communication apps are most popular in China, with QQ and Weixin (WeChat) being hugely popular for instant messaging, file sharing, and social networking features. The thriving app market in China presents opportunities for developers to create apps catered towards Chinese users' preferences.
The Annual Magazine of Economics Department, Kirori Mal College - Delhi University
Its 32nd edition seeks to transcend new boundaries in Economics, connecting it to not just business and money but also various other disciplines of life.
1) Globalization can impact consumer culture in various ways such as spreading multiculturalism, increasing international travel and tourism, and spreading local consumer products to other countries.
2) In Malaysia, economic growth has led to the rise of a middle class with more disposable income and access to credit. However, some Malaysians have taken on debt beyond their ability to repay, leading to bankruptcies and divorces.
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The document discusses different perspectives on the fashion industry and how it is changing. It notes trends moving from mass production to mass innovation, consumer to co-producer, and efficiency to sustainability. Several positions are outlined: one sees the industry as too big to change quickly; another advocates empowering people to save unused clothes; a third promotes collections that remain available long-term; a fourth sees probing connections between critical views and glamour; and a fifth addresses using fashion to portray social and political ideas. The document questions what the fashion code is, how it is influenced, and its impact. It asks how fashion professionals can contribute.
The document discusses different perspectives on the fashion industry and how it is changing. It notes trends moving from mass production to mass innovation, consumer to co-producer, and efficiency to sustainability. Several positions are outlined: one sees the industry as too big to change quickly; another advocates empowering people to save unused clothes; a third promotes collections that remain available long-term; a fourth sees probing connections between critical views and glamour; and a fifth addresses using fashion to portray social and political ideas. The document questions what the current fashion code is, what influences it, and how professionals can contribute.
Advantages Of Fast Food Essay. Advantage And Disadvantage Of Fast ...Lana Sorrels
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Advantages Of Fast Food Essay. Advantage And Disadvantage Of Fast ...
ChineseLuxuryConsumers
1.
2. CHINA
IS PROJECTED TO SURPASS JAPAN
to become the world’s number one market
for luxury goods in total spending,
growing from $12B in 2010 to $27B in 2015.
Source: CLSA Asia-Pacific MarketsSource: McKinsey, “Understanding China’s Love for Luxury” 3/11
DEMAND ESTIMATES OF
CHINESE LUXURY GOODS
15
17
20
22
25
28
31
34
37
41 44
31
38
46
56
69
82
98
118
141
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
0
50
100
150
200
26
169
percent of global luxry market
Greater China demand (billion Euro)
0
10
20
30
40
50
%
4 5
3. Source: CLSA 2/11 Source: IMF 2010, Euromonitor 7/10
FROM L ACK OF AT TENTION
TO CENTER OF AT TENTION
1999 2010 2020
1% 15% 44%
FROM RAGS TO RICHES, BABY!
Per Capita
1978 2000 2003 2008 2010
$400 $800 $1,000 $3,000 $4,000
Total GDP in PPP terms
Rank Country – 2010 GDP (U$ Million) Country – 2020 GDP (U$ Million)
1 USA 14,802,081 China 28,124,970
2 China 9,711,244 USA 22,644,910
3 Japan 4,267,492 India 10,225,943
4 India 3,912,911 Japan 6,196,979
5 Germany 2,861,117 Russia 4,326,987
6 Russia 2,221,755 Gemany 3,981,033
7 United Kingdom 2,183,277 Brazil 3,868,813
8 France 2,514,399 United Kingdom 3,360,442
9 Brazil 2,138,888 France 3,214,921
10 Italy 1,767,120 Mexico 2,838,722
6 7
4. LET’S UNDERSTAND WHAT
“RICH” MEANS IN CHINA.
Source: McKinsey, “Understanding China’s Growing Love for Luxury” 3/11
BEIJING & SHANGHAI
ACCOUNT FOR 21% OF LUXURY
CONSUMPTION TODAY AND WILL
ACCOUNT FOR 20% IN 2015.
VERY WEALTHY
Annual salary of > $150K.
By 2015, 1M households will
reach this category. Growth of
20% per year.
Drive 38% of growth over the
next 5 years.
WEALTHY
Annual salary of $45K – $150K.
By 2015, 5.6M households will
reach this category.
Growth of 15% per year.
MIDDLE UPPER
MIDDLE CL ASS
Annual salary of $15K – $30K.
Currently 13M households.
By 2015, 76M households will
reach this category, accounting for
22% of the luxury purchases.
8 9
5. 9 L ARGE MARKETS
(Chongqing, Dongguan, Foshan, Guangzhou, Hangzhou, Nanjing, Shenzhen, Tianjin and Wenzhou)
ACCOUNT FOR 1/3 OF LUXURY
CONSUMPTION TODAY AND WILL
STILL ACCOUNT FOR 30% BY 2015.
THE NEXT
25 DEVELOPED CITIES
SUCH AS XI’AN ACCOUNT FOR
25% OF LUXURY CONSUMPTION
TODAY AND ARE PROJECTED
TO TAKE 26% BY 2015.
10 11
6. IN ORDER TO UNDERSTAND THIS
GROW TH, WE HAVE TO LOOK AT
CHINA’S HISTORY AND CULTURE
IN THE CONTEX T OF THEIR
PERSPECT IVE ON LUXURY.
Source: McKinsey, “Understanding China’s Growing Love for Luxury” 3/11
LUXURY CONSUMPTION GROW TH WILL BE PRIMARILY DRIVEN
BY UPPER MIDDLE CL ASS AND WEALTHY CONSUMERS
Share of urban households by household income class
Millions of households, percent
>200K
223
38
55-100K
<55K
22
2
100-200K
273
25
273
4
2010 2015
6
54
43
28 43
0
-4
4
2010 2015 CAGR
>1MN2
300K-1MN
200K-300K
0.2 0.4 20
1.2 2.0 15
K 0.7 1.2 18
Share of urban households by household income class
Billion RMB1
, percent
>1MN2
-80
11
200-300K
<55K
5
300K-1MN
-180
25
4
2010 2015
45
37
33
15
-6
18
100-200K
55-100K
12
26
25
2
1
201
0
3
18
-6
34
CAGR (‘10-’15)
percent
CAGR (‘10-’15)
percent
wealthy (200K+) Mass Affluent (200-300K) Upper middle class(100-200K) Lower middle class (55-100K) Aspirants (<55K)
12 13
7. TR ADI T IONAL
CONFUCIANISM
EAST
MODERN
MATERIALISM
WEST
TR ADI T IONAL
CONFUCIANISM
EAST
MODERN
MATERIALISM
WEST
14 15
8. LUXURY AS DEFINED BY THE EAST. CHINA’S TRADITIONAL CULTURE
STRESSES FRUGALIT Y,
HUMILIT Y, AND
CONSERVATISM
In 2005, the Chinese government introduced
the “modern socialist values” which advocated
“know plain living and hard struggle; don’t
indulge in luxuries and pleasures.”
In 2011, the Beijing government started to
ban the use of words such “luxury,” “royal,”
“supreme,” and “high-class” from all billboards.
Source: Jing Daily 3/11, “The Individual-Oriented and Social-Oriented Chinese Bi-Cultural Self: Testing the Theory.” The Journal of Social Psychology, vol. 148, no. 3.
Extravagant and wasteful
use of wealth; carries a
negative connotation
Pronounced “Shuh-Chi”
=
16 17
9. T R AD I T IO NAL C H I N E SE VALU E S W I T H I N T H E CO N T E X T O F
CONFUCIANISM
1. The value of face
2. Art of gift-giving
3. Evolution of collectivism
THERE’S NO SUCH THING
AS “ME,” IT IS ALWAYS “US.”
Face is a social construct, rather than a personal one
Face not only stands for prestige for yourself but also for
your family, thus it acts as a “SOCIAL SELF”
87% of Chinese agree that saving face is a central part
of their lives
Source: Henriksen, Marie (2009), “Luxury Fever in China,” China Daily 200518 19
10. IN FACT,
THE CHINESE BRAIN EVEN WORKS DIFFERENTLY
WHEN IT COMES TO THIS CONCEPT.
CONSPICUOUS CONSUMPTION
WORKS ONLY IF AND WHEN
EVERYONE IS DOING IT.
“Mian-zi” represents the material prestige, success
and ostentation in luxury consumption in China.
Very similar to the concept of conspicuous consumption
in that the individual is in pursuit of social esteem when
consuming ostentatious luxury brands.
HOWEVER, “mian-zi” prescribes that the individual
acts this way because it is the appropriate thing to do in a
social context.
Source: Chadha, Radha & Husband, Paul (2006). The Cult of the Luxury Brand: Inside Asia’s Love Affair with Luxury. London: Nicholas Brealey International.20 21
11. FROM HERE ON, WHEN WE USE
“CONSPICUOUS CONSUMPTION”
AS A TERM IN CHINA , WE MEAN
BUYING LUXURY AS A MEANS OF
FIT TING IN, NOT STANDING OUT.
THE MOTIVATION BEHIND FACE
CONSUMPTION IS TO RAISE YOUR SOCIAL
STATUS IN YOUR REFERENCE GROUP.
Face consumption can be summarized in three ideas:
1. OBLIGATION Pressured to follow the purchasing habits of your reference group.
2. DISTINCTIVENESS It’s not about being unique, it’s about buying premium
products to elevate your current social status.
3. OTHERORIENTATION Only buy goods that can give face to yourself
and those who are important in your life.
Source: Henriksen, Marie (2009), “Luxury Fever in China,” China Daily 200522 23
12. T R AD I T IO NAL C H I N E SE VALU E S W I T H I N T H E CO N T E X T O F
CONFUCIANISM
1. The value of face
2. Art of gift-giving
3. Evolution of collectivism
Source: Wu, Weiping (2003). “Networking Practice in China” in Reuvid, Jonathan: Doing Business with China. Kogan Page Limited. / Jing Daily 4/10
GIF TGIVING
ES TAB L ISH ES AN D MA INTA INS SOCI AL T IES ,
AN D I T IS AL SO USED TO GI VE O R SAVE FACE .
The notion of a “gift economy” is well known
and consists of the personal exchange and
circulation of gifts.
Guan-xi, or interpersonal relationships
and connections, is often preserved through
gift-giving.
The exchange of gifts creates an ongoing
obligation to reciprocate.
50% of luxury purchases by Chinese in
2009 were gifts, up from 38% in 2008.
24 25
13. THE INTERREL ATIONSHIPS OF IT ALL.
Economic Capital
Luxury Goods
Build Relationships
buyer gains symbolic capital
buyer gains social capital
buys
through gift-giving
Source: Wu, Weiping (2003). “Networking Practice in China” in Reuvid, Jonathan: Doing Business with China. Kogan Page Limited. / Jing Daily 4/10
T R AD I T IO NAL C H I N E SE VALU E S W I T H I N T H E CO N T E X T O F
CONFUCIANISM
1. The value of face
2. Art of gift-giving
3. Evolution of collectivism
26 27
14. Source: The Individual-Oriented and Social-Oriented Chinese Bi-Cultural Self: Testing the Theory. The Journal of Social Psychology, vol. 148, no. 3.
WH EN I T CO M E S T O LUXU RY CO NSU M P T IO N I N C H I NA ,
COLLECTIVISM
IS A D O M I NAT I N G FAC T O R
People influenced by collectivistic values
believe that conforming to the norms set
by their reference group is the proper
way to behave.
If a luxury brand has high, positive
brand awareness, it will create a push
effect within the wider collective.
THE BANDWAGON EFFECT –
The demand of a product increases
because others are buying the same good.
Source: Chadha, Radha & Husband, Paul (2006). The Cult of the Luxury Brand: Inside Asia’s Love Affair with Luxury. London: Nicholas Brealey
International/”The Individual-Oriented and Social-Oriented Chinese Bi-Cultural Self: Testing the Theory.” The Journal of Social Psychology, vol. 148, no. 3.
The Journal of Social Psychology reports that Asian consumers are not interested in the inherent image of a brand,
and that they only care about how the brand is perceived among their peers.
The more famous a brand is, the more likely it is for Asian consumers to buy the brand and the more recognition they get from the public.
THE
BANDWAGON EFFECT
IS A POWERFUL FORCE IN DETERMINING THE
SUCCESS OF A LUXURY BR AND
28 29
15. Source: “The Individual-Oriented and Social-Oriented Chinese Bi-Cultural Self: Testing the Theory.” The Journal of Social Psychology, vol. 148, no. 3.
“At that time, this kind of ring was very popular; all the pretty
girls wore this model, so I decided that I must buy one.”
“If I don’t know the brand, I will not buy it…all my friends are like me.”
“If the price is high, the quality should be good, the company should
be prestigious, internationally famous, and the brand preferable
in the eyes of most people in the high income class.”
KEY TAKEAWAY:
LUXURY COMSUMPTION IS SEEING SUCCESS
DUE TO THE TRADITIONAL NATURE OF THE
CHINESE MARKET, NOT A SUDDEN SHIF T IN
CHINESE VALUES.
30 31
16. “China has no alternative but to follow this (economic growth) road;
it is the only road to prosperity.”
– Deng Xiaoping in 1985
TR ADI T IONAL
CONFUCIANISM
EAST
MODERN
MATERIALISM
WEST
32 33
17. WE’RE SEEING AN
EVOLUTION
FROM TOTAL COLLECTIVISM TO AN
INCREASED LEVEL OF INDIVIDUALISM.
Source: Henriksen, Marie (2009), “Luxury Fever in China,” China Daily 2005
The economy reforms that started in 1978 brought in a rush of Western ideas
and goods, which resulted in an unprecedented level of freedom and wealth.
THE GENERATION BORN AF TER THE ECONOMIC REFORM
EXPERIENCED A SHIF T IN POPUL ATION CHANGE.
China’s population in 1950 stood at 563 million and nearly doubled by 1980.
250 million Chinese between age 15 and 29 were born during the “One-Child” policy.
The traditional bias against females has lead to 32 million more boys than girls under 20.
Source: Slate 11/10, Udel.edu,”Around the World; China” 1/09
32 MILLION MORE THAN
34 35
18. Source: chinasuccessstories 3/08
THE RESULT OF THE “ONECHILD POLICY”
CREATED A NEW GENERATION OF
SELFCENTRIC INDIVIDUALS.
These single children are known as
“little emperors”
6 sources of disposable income
(parents, grandparents, relatives).
Half of urban family’s disposable income
is spent on its youngest member.
Reinforced a strong sense of
individual importance.
Still raised within the same social
construct as their parents.
THE STRONG SENSE OF INDIVIDUAL IMPORTANCE
HAS LEAD TO A NEW T YPE OF INDIVIDUALISM.
A new blend of traditional and modern values has created a new way of
life called the “conformist individuality.”
Individualism is not an end in itself; rather, it is a means to achieve a
higher goal of belonging to a unique clique.
The younger Chinese people face an interesting dilemma: standing out
for the sake of fitting in.
Source: Doctoroff, Tom (2005). Billions: Selling to the New Chinese Consumer. New York: Palgrave Macmillan.36 37
19. Source: McKinsey, “Understanding China’s Growing Love for Luxury” 3/11 / Time “Not Your Mother’s China” 2/08
CONFORMIST INDIVIDUALIT Y HAS FORCED THE
NEW CHINESE CONSUMER TO STAND OUT BY
BUYING LUXURY FOR THE SAKE OF FIT TING IN.
45% of luxury goods consumers are under 35.
Average millionaire is 39, 15 years younger than the
rest of the world.
Income of 20-to-29 year-olds grew 34% from 2006
to 2009, with 1/3 using credit cards.
Some spend up to one month’s salary on a handbag.
CONSPICUOUS CONSUMPTION ADHERES TO
THE EMOTIONAL NEED OF BELONGING.
Chinese people consume
luxury products in order
to fulfill their desires for
social status.
They place higher importance
on extrinsic motivations than
intrinsic ones.
A car is considered one
important indicator of
achievement in wealth.
Source: Fitzmaurice, Julie & Comegys, Charlie (2006). “Materialism and Social Consumption.” Journal of Marketing Theory and Practice, vol. 14, no. 4 / Wong, Nancy & Ahuvia, Aaron (1998).
“Personal Taste and Family Face: Luxury Consumption in Confucian and Western Societies.” Psychology & Marketing, vol. 15, no. 5.38 39
20. Source: Redluxury 2/11, The Huffington Post 2/11, China Daily 6/11
CHINESE MALES’ CONSUMPTION PROFILE
Men account for 45% of $1.2B luxury handbags,
compared to 7% in U.S. (use bag to carry cash).
More than half of the buyers of imported cars
are men; those in their 30’s and younger account
for 55% of the total; 88% used cash.
A 2008 estimate says “Second Wives” or
mistresses account for 1/3 of China’s entire
luxury market spending.
CHINESE FEMALES’ CONSUMPTION PROFILE
Women account for more than half of
$15B luxury market.
76% of Chinese female college grads aspire to
management positions, compared to 52% in U.S.
Women account for 30%and 20% of
Maserati’sand Ferrari’s China sales,
respectively, compared to less than 10% in Europe.
Home to 11 of world’s 20 richest self-made women.
Source: McKinsey 3/11, WSJ 6/11, Center for Work-Life policy 8/2040 41
21. KEY TAKEAWAY:
EVEN THOUGH CHINESE LUXURY BUYERS MAY APPEAR
TO BEHAVE IN AN INDIVIDUALISTIC MAT TER,
THEIR INNER MOTIVATIONS REMAIN ROOTED IN THE
TRADITIONAL BELIEF THAT BELONGING (ON A
LOCAL AND GLOBAL SCALE) IS ESSENTIAL.
Source: McKinsey Insights China – Wealthy Consumer Studies (2008, 2010)
AS THE CHINESE EMBRACE LUXURY, WE’RE SEEING THEIR
COLLECTIVE STANDARD
FOR LUXURY BRANDS
BEING DRIVEN BY INTERNATIONAL SOCIAL ACCEPTANCE.
2008 2010
READYTOWEAR
LEATHER GOODS
JEWELRY
WATCHES
Superior craftsmanship
Internationally well-known brand
Innovative design
Superior craftsmanship
Innovative design
Internationally well-known brand
Superior craftsmanship
Innovative design
Timeless style
Superior craftsmanship
Innovative design
Internationally well-known brand
Superior craftsmanship
Innovative design
Timeless style
Good material
Superior craftsmanship
Innovative design
Superior craftsmanship
Internationally well-known brand
Good material
Internationally well-known brand
Superior craftsmanship
Good material
42 43
22. Source: SCTWeek, “Asia keeps luxury brands rich” 8/10 / Henriksen, Marie (2009), Luxury Fever in China
It is essential that the brand is well known within the individual’s
social circle and that it is recognized as a global standard.
Premium pricing strategy is very effective due to the motto that
the higher the price, the better the status symbol.
Luxury brands should never dilute their international credentials
because the Chinese are buying global success.
LUXURY P RO D UCT S AR E NOT CO NSUM ED
B ECAUSE O F TH E IR UT IL I T Y VALUE ,
BUT TH E Y AR E CO NSUM ED B ECAUSE O F
WHAT TH E Y SYMBOLIZE.
1
IM P L ICAT IO NS FO R
LUXURY MARKETING
IN CHINA
45
23. Source: Bain, “China Luxury Markets Study 2010” 11/10
Saving face now means buying into luxury.
“Our new stores in Tier 2 and 3 cities not only attract
original consumers, but bring in many new consumers.
People in these cities have a strong desire for luxury goods.”
“Emerging middle class in China is trying to improve the
quality of their life,…this is one of the main drivers of
growth of luxury sales in China.”
TH E MA JO R I T Y O F G ROW TH W IL L CO M E FRO M
NEW CUSTOMERS.
2
Source: Henriksen, Marie (2009), Luxury Fever in China
The younger generation dictates the
future of the Chinese luxury market,
yet it carries with it old traditions and
a vision of a materialistic future.
KEEP CHIN ESE P EO P L E’S
“CONFORMIST INDIVIDUALISTIC”
VALUES AT TH E FO R EFRO NT O F S TR ATEGIC P L AN NING .
3
46 47
24. IN CHINA, LUXURY PRODUCTS
ARE COVETED TO CREATE A PERCEPTION OF A SPECIFIC STATUS.
CHINA’S LUXURY MAR KE T IS BOO MING , AN D AUTO B R AN DS
AR E P L AY ING A NOTAB L E RO L E IN THIS G ROW TH .
COMPETITIVE REVIEW
48 49
25. TH E CHIN ESE P EO P L E
ARE BUYING LUXURY.
According to JD Power projections, the luxury car
segment will total 900,000 units this year
More than 1.6 million vehicles will be sold in 2015
Combined sales in Guangdong, Zhejiang, Jiangsu, Beijing
and Shanghai account for 60 to 70 percent of China’s
luxury car sales
http://www.chinadaily.com.cn/bizchina/2011-07/11/content _ 12875205.htm
BUT WHY?
The need/desire to fit in one’s reference group. If a
group of your friends starts driving the 3-Series, you
will not only feel left out but also obligated to drive one
regardless of the cost to save your “face.”
The right car acts as a symbol that you have arrived in
modern China’s elite class.
Driving a luxury car can raise your status; thus you are
perceived to be smarter, wealthier, and better connected.
In return, this can help you in the business world. So, a
luxury car is an investment in your future
50 51
27. 1986 1996
1999
2000
2005
2007
2009
JV with FAW
Audi 100 and 200
start production
China-made A6
into production
Open showroom in
Beijing
Long-wheelbase
A6L launches, as
do A5, S5, and Q5
45% market share -
100,000 units sold
Long-wheelbase
A4L launches, 1st
e-tron model
HISTORY TODAY
SALES
PRODUCTION
ADVERTISING
EVENTS
CAUSE
MARKETING
China is Audi’s
number one market
over Germany for the
first time.
First half of 2011
sales up 28% at
140,700 units.
On-track to sell 300,000
units in 2011.
Increased production
of A4L and A6L
in Changchun.
A6L best-selling model.
Consistent “Truth in
Engineering” tagline
internationally.
Utilize OOH posters.
Encourage consumers
to connect with brand
outside the showroom.
Sponsor premium
sporting and
cultural activities.
Audi Premium
Club.
Partnerhship with
United Nations
Children’s Fund for
“Driving Dreams”
initiative to build
learning centers
in China.
54 55
28. CURRENT MODELS AND PRICES
SEDANS SUV+T T/ T TS
MODEL PRICE MODEL PRICE
A3
A4
A5
A6L
A8L
R8
$41,200$50,400
$44,700
$75,900$150,700
$54,600
$142,700
$358,100
Q5
Q7
TT
$58,300$65,000
$125,300
$79,800
TTS $101,800
“GENESIS” L AUNCH FOR A8
http://www.audi.cn/
DAY 1
DAY 8
56 57
29. A8L GENESIS CAMPAIGN
First day: “Let there be light”
Second Day: “Divide the waters above from the waters below”
Third Day: “May the waters below be gathered together in one place and dry land appear”
Fourth Day: “Separate light from darkness to mark days, seasons, and years”
Fifth Day: “Teem (the sea) with living creatures”
Sixth Day: “Let man walk the Earth”
Seventh Day: “He saw the Audi A8L and saw that it was good”
Agency Credit: Lintas Beijing
GENESIS POSTERS
58 59
30. THE X FACTOR THE FUTURE
“The car’s STATUS is such that in Beijing
the importance of government meetings can sometimes
by gauged by counting how many A6s are parked outside”
“A lot of people bought an A6 simply because
it was, socially speaking, ACCEPTABLE”
“People would not say ‘you are showing off’ because
it was also ENDORSED by the government”
Source: dailytimespakistan 4/11, detnews 7/11 http://www.autoweek.com/article/20110711/CARNEWS/110719992&template=mobileart
Strategy 2020: Double global sales by the end of the decade.
Remain THE LE ADER in the luxury automobile category in China.
Equip all models with hybrid technology abilities.
Use R&D center based in China in order to better integrate Chinese
inspirations in designs.
“AUDI” IN CHINESE WAS DIRECTLY TR ANSL ATED PHONE T ICALLY
FROM I T S ENGL ISH NAME WHEN I T WAS FIRST INTRODUCED IN THE
1980S, AND I T ST ILL REMA INS THE SAME.
AUDI’S P OPUL ARI T Y STEMS FROM BEING THE “UNOFFICI AL”
VEHICLE OF THE CHINESE GOVERNMENT.
• FAW, THE JOINT VENTURE COMPANY, IS OWNED BY THE GOVERNMENT
• AUDIS ACCOUNT FOR 80% OF PREMIUM OFFICI AL CAR SEGMENT
60 61
31. 1994
2003 2004 2007
2008
2009
Open rep office
in Beijing
BMW Brilliance plant
built in Shenyang
3-Series and 5-Series
produced at plant
BMW China
Culture Journey
founded
BMW Warm Heart
Fund started
Announce
construction of
second production
plant in Shenyang
HISTORY
JV with Brilliiance
China Automotive
Holdings, LTD
2010
1–Series introduced
167,116 units
sold–84% increase
62 63
32. TODAY
SALES
PRODUCTION
ADVERTISING
EVENTS
CAUSE
MARKETING
Number-two-selling
luxury car brand
in China.
Third-largest market
for BMW.
Sales increase by 59.1%
to 113,169 units.
5-Series long wheelbase
plug-in hybrid unveiled
at Shanghai Auto Show.
Consistent global
messaging with the
“Pleasure of BMW/
Joy” campaign.
Use viral comaigns
to build buzz for
product launches;
e.g., Tiger launch.
China Charity
Federation BMW
Warm-Heart Fund
aids reconstruction
in disaster areas.
Official partner of
the Chinese Olympic
Committee.
BMW China Culture
Journey embraces
history of the Chinese
to better understand
consumer.
CURRENT MODELS AND PRICES
SEDANS SUV+M SERIES
MODEL PRICE MODEL PRICE
1 SERIES
Z4
$42,000$56,600
$45,500$89,800
$64,400
$166,400$182,400
$154,400$353,500
$92,000
X1
X3
X5
$56,400
$83,800
$137,800
X6 $162,300
3 SERIES
5 SERIES
6 SERIES
7 SERIES
M3
M5
M6
X5M
X6M
$164,000
$285,800
$353,500
$310,400
$336,900
http://www.bmw.com.cn/64 65
33. “JOY” OF DRIVING A BMW
Traditional campaign elements used.
Expand concepts for events relevant
to the Chinese people.
“THE BEAST” VIRAL CAMPAIGN
Launch of the M3 25th Anniversary Tiger Edition in Fall 2010.
Unbranded teaser video followed by stunt in Beijing.
Buzz built until the launch of “The Beast.”
Only 10 models were made.http://www.bmw.com.cn/66 67
34. M GL ADIATORS CAMPAIGN
Follows popular “Beast” campaign.
Launched May 25, 2011.
Microsite for teaser videos.
Great buzz around brand and campaign.
THE X FACTOR
BMW IN MANDARIN CHINESE IS “BAO MA ,”
ME ANING A PRIZED HORSE.
THE NAME RESONATES WI TH CONSUMERS
BECAUSE BOTH CHAR ACTERS EVOKE
POSITIVE IMAGERY.
68 69
35. THE FUTURE
Expand hybrid technologies in China-made vehicles
BMWi coming in 2013.
5-Series plug-in hybrid has launched, waiting for production.
Implement ActiveHybrid technology in 3-Series with plug-in model as an option.
Improve designs for the Chinese people based on cultural insight
3-Series long wheelbase in pipeline.
X1 is to be produced at the new plant.
70 71
36. 1986
2005
2006
2008 2010
Mercedes-Benz
China Ltd.
established in
Hong Kong
JV with BAIC &
DaimlerChrysler
established in
BBDC in Beijing
Headquarters
moves to Beijing
C-Class joins local
production and
S-Class introduced
to Chinese market
147,670 units sold
—115% increase
YOY
Launch E-Class
long wheelbase
and begin
productio in China
HISTORY
E-Class begins
production in
China
TODAY
SALES
PRODUCTION
ADVERTISING
PUBLIC
REL ATIONS
160 dealerships to
expand by at least 30
in 2011.
Third-largest market for
Mercedes-Benz sales.
92,000 units sold in the
first half of 2011.
2.9 billion-dollar
investment with the
BAIC for a new engine
plant and new R&D
center (production to
start by 2013).
New design center
opened in Beijing
July 2011.
Consistent with global
branding and company
values.
Emphasizes social
responsibilities.
Kobe Bryant as
spokesperson for smart car.
Li Na, winner of French
Open, as first Chinese Global
Brand Ambassador.
Focus on five areas: Fashion,
corporate responsibility, golf,
motor sports, and heritage.
Partnership and China
Fashion Week.
Mercedes-Benz arena
in Shanghai.
Music Festival with National
Center for Performing Arts.
Test-drive and hotspot display.
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37. CURRENT MODELS AND PRICES
SEDANS SUVS & AMG
MODEL PRICE MODEL PRICE
A CLASS
S CLASS
$36,600$42,700
$49,000$55,000
$71,500$113,500
C AMG $153,500$205,800
$261,000
$347,300
B CLASS
C CLASS
CLS CLASS
E CLASS
(Long wheelbase
most popular)
$245,800
$558,100
SL CLASS
SLK CLASS
$47,300$78,100
$143,000$399,600
$184,300$307,300
$92,000$132,400
$143,000$399,600
CLS AMG
G CLASS
G55 AMG
GL 450
GLK CLASS
M CLASS
ML 63 AMG
R CLASS
S65L AMG
SL63 AMG
SLK55 AMG
SLS AMG
MODEL PRICE
$281,000
$68,900$112,000
$119,600$218,000
$301,200
$107,300$192,000
$507,000
$395,000
$199,800
ACL ASS NOVEMBER, 2010
Supported by microsite: www.areyouready.com.
Focused on achieving your DREAMS
and never settling.
Used real people and their PASSIONS.
http://www.mercedes-benz.com.cn/content/china/mps_china_website/enng/home_mpc/passengercars/home/new_cars/models.flash.html74 75
38. THE X FACTOR
THE TR ANSL AT ION OF MERCEDESBENZ USUALLY CUT S
MERCEDES OUT AND JUST LE AVES BENZ WHICH IS CALLED
(PRONOUNCED AS: BEN CHI), ME ANING TO MOVE SWIF TLY
THE FUTURE
New joint venture approved March 2011
Daimler and BYD maintain Shenzhen BYD Daimler New Technology Co. Ltd
for the development of an electric vehicle for the Chinese market.
Expand presence in premium compact segment
A & B Class compacts for 2013 availability.
Goal of 300,000 units sold annually by 2015
76 77
39. 1993
2004 2005 2008 2010
Lexus imports
to China begin
Plan exclusive
dealerships in
Beijing, Shanghai,
Guangzhou, and
Shenzhou
Third-annual Taste
of Lexus Personal
Touch
Added IS 250
Sedan & IS 250C
Convertible models
with 2.5L engines
49,000 units
sold— 61% sales
increase
HISTORY
First Lexus
dedicated
showrooms open
2009
Firstworldwide
launch in China for
GX460 (SUV)
78 79
40. TODAY
SALES
PRODUCTION
ADVERTISING
EVENTSFourth in the luxury car
market in China.
Taxes on imports have
significant impact on
price and overall sales.
As of 2009, sold 20% of
Audi brand and a third
of Mercedes-Benz.
Launched first full
hybrid luxury compact
hatchback, CT200h.
Showcase 12 luxury
models at annual auto
shows.
Emphasize alternative
fuel options.
“Pursuit of Perfection”
used since 2007.
Increased awareness with
appearance at Chinese
auto shows for new model
launches.
Taste of Lexus—Personal
Touch offers consumers
opportunity to test-drive new
long wheelbase models.
CURRENT MODELS AND PRICES
SEDANS SUV+HYBRIDS
MODEL PRICE MODEL PRICE
IS $56,700$99,200
$101,800
$215,000
RX450h $146,700
$144,700
$318,900
RX $76,100
GX
LX
$178,400
$253,000
ES
GS
LS
$60,000 GS450h
LS600hL
http://www.lexus.com.cn/80 81
41. PRINT THE X FACTOR
LEXUS IN CHINESE IS AND DIRECT PHONE T IC TR ANSL AT ION
“LEIKESASI,” BUT THE BR AND GOES BY I T S NICKNAME “L INGZHI” OR
“PURE WILL /DE TERMINAT ION.”
TOYOTA NEEDS TO UNDERSTAND WHY LEXUS CUSTOMER SERVICE IS SO
SUCCESSFUL IN THE U.S . VS . CHINA
IMPLEMENTED T WO CHINESE BR AND MANAGERS IN THE U.S .
TO ANALY ZE HOW LEXUS’ SALES FUNCT IONS CAN TR ANSL ATE
TO THE CHINESE CULTURE.
NEED TO DIFFERENT I ATE.
TOYOTA SEEMS TO BE REFUSING TO BUILD A LEXUS PL ANT IN CHINA
DESPI TE TA XES ON IMP ORT S .
http://www.businessweek.com./magazine/content/11_14/b4222032202135.htm82 83
42. IMPLICATIONSTHE FUTURE
Continue Toyota’s plan to own the green segment in automobiles
“GREEN ENVISION THE FUTURE”
“DARK SIDE OF GREEN” to launch CT200h.
Focus on environmental issues and alternative energy options (vehicle options
to expand quickly).
More long-wheelbase models over time, including LS660hL.
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43. AUDI, BMW, AND MERCEDESBENZ penetrated the Chinese
auto market with Chinese business partnerships.
Without the added support and leverage, cost is high and brand awareness is harder to gain.
Taxes on imports hurt high volume sales
e.g., Lexus imports have:
24% custom duty tax
17% value-added tax
Consumption tax based on engine up to 40%.
THE LEADING LUXURY CAR BRANDS DEPEND
ON JOINT VENTURES FOR SUCCESS
The DESIGN of Chinese vehicles relates to THE CULTURE:
Speaks to the way Chinese people behave, where the outside is soft and
pragmatic but the inside is fired up by ambition.
Uses Chinese designers to better incorporate desires
Long-wheelbase vehicles.
Provides more legroom for passengers, given most luxury car owners have chauffeurs.
Curvy outer skeleton
Resembles Chinese caricature.
Trend with opening R&D centers in major Chinese cities: two opened in July 2011.
CHINESEFOCUSED DESIGNS ARE
KEY TO RESONATE WITH THE AUDIENCE
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44. CONSISTENT GLOBAL MESSAGING DEMONSTRATES A
STRONG AND INTERNATIONALLYRECOGNIZED BRAND
The TOPSELLING brands have one consistent message around the globe
Specific L ANGUAGE and IMAGERY are tailored for the
Chinese people, but the overarching concept is identical
Proves a brand’s position in the market
Chinese people VALUE A BRAND with international
clout—and consistent messaging creates this THANK YOU
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