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Development for the sector of the luxury: The case of China (2006)

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  1. Introduction
  2. Panorama of world market wine start 2005
    1. Production potential icole lives worldwide
    2. In Europe
    3. The world
  3. The production Global wine
    1. Until 2004
    2. The primary producing countries ncipaux
  4. The evolution of perspectives
  5. The Global wine consumption training
    1. The situation until 2004
    2. Consumption of wines by continent
    3. The outlook
  6. Ed the international exchange
    1. Exports
    2. Imports
  7. Focus on the market of the french wine
    1. Classification and regulation in force on the ground with respect to France
    2. The wine categories
    3. The classification wines
    4. The organization of the sector
  8. Legislation
  9. Distribution
    1. The distribution channels
    2. Weight distribution channels in shopping
  10. Inventory
  11. French consumers
    1. Evolution of frequency energy use
    2. Why this lack of interest in wine in France?
    3. When the wine is consumed there in France?
    4. Factors consumer buying French
  12. Trade
    1. Exports
    2. Evolution of exports
    3. Exports by destination
  13. Imports
    1. Evolution of imports
    2. French origins of imports
  14. Global consumer expectation
    1. Consumer behavior and the opportunities available for French Wine exportations
    2. In Europe
    3. The United Kingdom
    4. Germany
    5. Denmark
    6. The American continent
    7. The United States
    8. Argentina
    9. Asia-Pacific
    10. New Zealand
    11. Australia
    12. China
  15. French wines are the vs. new world wines
    1. Two different ways of doing
    2. The competitive position of France
  16. Matrix interactions Opportunities / Threats, Strengths / Weaknesses
  17. The need for logic of brand
    1. The role of the brand in the wine
    2. From the perspective of the consumer
    3. From the standpoint of the producer
    4. From the perspective of the distributor
  18. The strategy
    1. The target
    2. The appellation system
    3. Upgrade the AOC
  19. The elements of the mix
    1. Product
    2. Distribution
    3. The price
    4. Promotion
  20. Conclusion

There are as many definitions of the term in the luxury sector. Dictionaries summarize luxury as a way of life characterized by a taste for expensive and comfort that requires large expenditures.The resulting products are therefore synonymous, not only of beauty,originality, creativity and tradition but also quality.

China, which was confined in a state economy, which was closed to the outside world has now become an open country. Today the country is becoming more and more powerful in international trade and serves as a model in the world. All these changes affect the country but also change relations with the United States.

The term "luxury goods industry, are those products that have a high quality image, which have a highly targeted and whose distribution is very low. This may concern some segments of the leather goods, jewelry, eyewear, fashion or fragrances. Products derived from this industry are also synonymous with beauty, originality, creativity and tradition.

Some dilemmas appear in Europe. Bernard Arnault, for example,would like the luxury products accessible to more people while maintaining the essence of luxury. The new target is to capture the "elite large." Other traditional brands perceive this approach as an offense, wanting to preserve the uniqueness and rarity of luxury.

In China, large local differences are taken into account.The big brands continue to settle as many visitors in the southern provinces of China come to supply them. Cosmetics increasingly successful (12% in the last two years). From a qualitative point of view, the consumer Gangdong is characterized by its low brand loyalty. It is very sensitive to various games or promotional offers as well as novelties.

However, the price is a selective criterion is without remorse and that consumer brand change to lower prices of competing products often small. On the other hand, consumers are strongly influenced by the method of Hong Kong. Finally, it is often considered the consumer of Gangdong is different from Northern Chinese (Shanghai, Beijing).

The luxury sector is highly complex and contradictory and it is difficult to classify according to a consumer's country of origin. It should, in fact, are four attitudes of consumers. Aversion, elitism, democracy and distance are the four cardinal points of luxury.

Individuals taking averse behavior: As the name suggests, this mentality is based on consistently negative judgments. Luxury is not interesting, it is useless, old-fashioned and "one must be a bit snobbish to indulge it." The hostile to luxury also believe that "luxury, it's too expensive for what it is," and therefore do not buy.

For the elite type of consumer, luxury is reserved for people because a refined level of education is essential in order to enjoy the luxury goods. To purchase these products, you must have the required taste that differentiates them from others. The product has acquired a high price for not being accessible to all. Finally, the luxury is not a supermarket and should not show a mass communication.

As excited as elitist, democrats believe that many people should have access to luxury goods and that under no circumstances, it is necessary to have some education, a certain taste or belong to a certain class to buy luxury goods. And they eliminate any effect of difference, distinction afforded the luxury for the elite. They do not mind that these products are manufactured and sold in bulk. They reject the idea that few people can own a luxury product.

Tags: Luxury markets, China new destination for luxury markets, development of niche market

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