This is a project work I developed for my University course in Crosscultural Marketing. My team and I had to develop an entry strategy in the Chinese market for an Italian brand, and we chose Le Silla, a manufacturer of luxury shoes. We got the higher mark. Other team members: Diletta Pegoraro, Silvia De Stefani, Chiara Franceschin

1. Shining upon China
Developing
Chinese Market
A Marketing Plan by:
Chiara Franceschin
Silvia De Stefani
Diletta Pegoraro
Stefania Zulian

2. Le Silla
» Founded in 1994 by Enio Silla and
Monica Ciabattini
» Made in Italy (Marche)
» MISSION: luxurious Italian shoes
with distinctive style and
elegance
» VISION: original shapes, different
colors, high quality materials,
glamour
a fresh experience of seduction and
woman’s femininity

3. Product Lines
»
»
»
»
»
LE SILLA and Enio Silla
Enio Silla Star Limited Edition
LE SILLA Bridal
LE SILLA Accessori: bags
LE SILLA Loungewear (brand
extension)
glamourous image, made
in Italy, red carpet style

4. Socioeconomic Scenario
OLD RICHES
(RBM >100 mln)
quality, not
obstentation
SPRITUALIZATION
NEW RICHES
OVERDRAFT CONSUMERS
wealth image
prestige
SOCIALIZATION
emulation of high-end
classes
GROUP CONFORMITY
Middle Class
It’s the new luxury
buyer, purchasing
habits reflect individual
position in society

5. Identikit of Luxury Consumer
» Purchasing includes
not only product itself,
but also service and
experience
» Price is a symbol of
quality but value for
money is of primary
importance

6. Competitive Scenario
COMPANY
TARGET
DISTRIBUTION
COMMUNICATION
FRATELLI ROSSETTI
People ooking for
quality
Agreement with
Fairton International
Company Ltd.
E-Boutique and
Department Stores
No adaptation
Traditional media
(Online catalogue
and
Press)
SALVATORE
FERRAGAMO
People looking for
quality
Online Boutique
Joint Venture with
Wood Family (Hong
Kong)
Online Catalogue
CHRISTIAN
LOUBOUTIN
Young generation
Flagship stores and
Vogue China
department stores in Online Catalogue
joint venture with
retailers
JIMMY CHOO
New riches and
fashionistas
Direct distribution
Online Catalogue
Product Placement

7. COMPANY
TARGET
DISTRIBUTION
COMMUNICATION
PRADA
People looking for
quality, mainly
travellers
Online Boutique
Flagship stores in
first tier cities
Saggi expansion plan
towards second and
third tier cities
PR and events,
testimonials
CHRISTIAN DIOR
People looking for
quality, appreciating
heritage and style
Online Boutique
Flagship stores
Vogue China
Events
GIUSEPPE ZANOTTI
People looking for
quality, appreciating
heritage and style
Stores in first tier
cities
Vogue China

8. Product Management
Standardization vs Adaptation?
“think global, act local”
Product Assortment:
» CORE: LE SILLA
» FASHION: Enio Silla and
Bridal
» IMAGE Gold Spring
Collection (flagship
store)

9. Gold Spring Collection
8 premium models released on 8th February
and made to order in store by an Italian artisan.
» Hydrangea: love,
gratitude, illumination
» Orchid: perfection,
abundance and fertility,
interior growth
» Peach flowers: feminine
beauty, long life,
abundance
» Lilies: unity
Italian style combines with Chinese
symbology for an exclusive collection

10. Peach Flower
桃花
Orchid
兰花
Hydrangea
绣球
White Lily
白百合

11. Brand Management
Standardization vs Adaptation?
“think global, act local”
Xìe Làn
“Orchid Shoe”
» Same style and colors for
the packaging, but
Chinese logo version will
be gold (like the star) as
shoes’ box and shopping
bag will be in burgundy
鞋兰

12. Price Strategy
Centralized pricing decisions.
Price is influenced by:
»
»
»
»
Competition
Consumers
Products
Other country
factors
Different price levels corresponding to three collections
(Core, Fashion, Image) and following target
segmentation (price setting is market oriented)

13. Distribution Strategy
Direct + Indirect Distribution
Flagship store: 8th February
» brand showcase and experience
» market test and relationships with
customers and other actors
» word of mouth and media attention
Multibrand stores:
» joint venture with Maison Mode
» openings in May in Chengdu,
Chonqing, Shenyang

14. Retail Experience
» Gold Spring Limited
Edition
» Interior design: Spring
inspiration and Swarovski
elements
» High- end customer
service
» Italian artisan inside the
store
a Chinese garden and a shoe making
show for a unique shopping experience

15. Shop Window
The Lotus Flower represents
life: it is considered pure as it is
able to emerge from murky
waters in the morning and be
perfectly clean.

17. Marketing Communication
SCENARIO:
» Brand overload
» Low brand awareness and loyalty
» Difficulty for Chinese consumers to recognize top brands
and which of them belong to premium segments

18. Communication Campaign
Social Networks and
Fashion Bloggers
» SinaWeibo
» Gogoboi,
» the Style Voyager, A
Pair and a Spair, Sha
Lei, Style and Notes
Press
Floating advertising and
other media

19. Budget
Annual BEP:
1,868,819€

20. Sales Forecasts
and Break Even Point