Elite China: Luxury Consumer Behavior in China

by Pierre Xiao Lu

Overview

Elite China: Luxury Consumer Behavior in China is a handbook for fashion and luxury brands to better understand the China luxury market and the Chinese consumers. It provides a deep and detailed analysis from the historical, cultural, social, economical, marketing and consumer behavioral points of view.

Focusing on the melting-pot value system of the Chinese in the 21st century, Elite china illustrates consumption behavioral characteristics of this culturally rich but newly wealthy country toward luxury goods and luxury brands.

After gaining an understanding of luxury consumer behavior and segmentation based on psychographic factors, the author invites readers to make a "market visit" to the key Chinese cities for luxury goods and explains the specificities and differences for each region, such as consumer lifestyles and their special preferences.

the book concludes with effective marketing strategies for luxury professionals to improve their companies' performance in China, not only for established brands, but also for new brands (whether international or Chinese) who want to succeed in this booming market for luxury goods.

Product Details

ISBN-13:	9781118179215
Publisher:	Wiley
Publication date:	12/27/2011
Sold by:	JOHN WILEY & SONS
Format:	eBook
Pages:	600
File size:	5 MB

About the Author

Pierre Xiao Lu is an Assistant Professor of Marketing at Fudan University's School of Management in Shanghai and the LVMH Chair Visiting Professor of Marketing at ESSEC Paris-Singapore. He also consults for many multinational luxury firms, such as Lacoste S.A., LVMH and PPR-Gucci.
Professor Lu specializes in luxury consumer behavior in China and luxury brand management in Asia. After working for several years at ESSEC's luxury industry research center, he received his Ph.D. from ESSEC Business School Paris. He has published a number of articles on the luxury industry and Chinese luxury consumers in professional and academic journals, such as AMA, AFM, Comite Colbert, Harvard Business Review China and Financial Times China.
The book Luxury Brand Management: A World of Privilege (John Wiley & Sons (Asia) Pte Ltd., 2008) was translated by Professor Lu into Chinese (Shanghai People's Publishing house).

Table of Contents

Acknowledgments ix

Foreword xi

Introduction: Understand China's Elite, Understand China's Future xiii

Chapter 1: Luxury Consumption and China's Elite 1

Chapter 2: The Confused Concept of "Luxury" 19

Chapter 3: Consumer Value Systems in 21st-Century China 31

Chapter 4: A Typology of Chinese Luxury Consumers 69

Chapter 5: Habits, Lifestyles, Locations 99

Chapter 6: Opportunities for Chinese Luxury Brands 141

Conclusion 179

Appendix 195

Index 203