The market for luxury brands in China: Insight based on a study of consumer's perceptions in Beijing

Keith Walley; Chen Li

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The market for luxury brands in China: Insight based on a study of consumer's perceptions in Beijing

机译：中国奢侈品牌市场：基于对北京消费者认知度的研究的洞察力

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The aim of this article is to provide insight into the market for luxury brands in China. A literature review is used to inform an inductive methodology based on an empirical survey of 200 Chinese consumers. The data were collected in a series of street intercept interviews that were completed at various locations in Beijing. The study answers questions regarding what, where, when, how and why Chinese consumers buy luxury goods. The article provides insight into consumer behaviour for marketing practitioners who are either already involved in the large and growing luxury market in China or are considering entering it, as well as providing direction for academics interested in conducting research in the Chinese luxury sector. The article constitutes a contemporary and timely review of the luxury market in China from the Chinese consumer perspective and, as such, makes an original contribution to knowledge in terms of providing insight for practitioners as well as providing guidance for academic researchers.

机译：本文旨在提供有关中国奢侈品牌市场的见解。文献综述被用来作为归纳方法的基础，该方法基于对200位中国消费者的经验调查。这些数据是在北京不同地点完成的一系列街边采访中收集的。该研究回答了有关中国消费者在何处，何时何地，如何以及为什么购买奢侈品的问题。本文为已经从事大型奢侈品市场或正在考虑进入奢侈品市场的市场营销从业人员提供了有关消费者行为的见解，并为有兴趣在中国奢侈品行业进行研究的学者提供了指导。本文从中国消费者的观点出发，对当代中国奢侈品市场进行了及时，及时的回顾，因此，它在为从业者提供见解以及为学术研究人员提供指导方面，对知识做出了独特的贡献。

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《Journal of Brand Management》 |2015年第3期|共15页
作者
Keith Walley; Chen Li;
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正文语种 eng
中图分类工业技术现状与发展;
关键词
luxury; luxury branding; luxury in China;

机译：奢侈品;奢侈品牌;奢侈品在中国;

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专利

1. The market for luxury brands in China: Insight based on a study of consumer's perceptions in Beijing [J] . Keith Walley, Chen Li Journal of Brand Management . 2015,第3期

机译：中国奢侈品牌市场：基于对北京消费者认知度的研究的洞察力
2. Influence of Luxury Fashion Brand Index on Purchase Evaluation: Insights from the Consumers' of Indian Market [J] . Ritu Malhotra, Sweta Choudhury Advances in Economics and Business . 2017,第6期

机译：奢侈品牌指数对购买评估的影响：印度市场消费者的见解
3. Understanding luxury consumption in China: Consumer perceptions of best-known brands [J] . Lingjing Zhan, Yanqun He Journal of Business Research . 2012,第10期

机译：了解中国的奢侈品消费：消费者对知名品牌的看法
4. Marketing Luxury Brands Across Asian Markets: An Investigation: of Consumer Luxury Value Perceptions in China, India, and Indonesia [C] . Paurav Shukla, Jaywant Singh, Madhumita Banerjee AMA Marketing Educators Conference . 2015

机译：跨亚洲市场的营销奢侈品牌：调查：中国，印度和印度尼西亚的消费者奢侈价值看法
5. A comparative study of Chinese consumers' perceptions of Chinese and American branded hotels [D] . Gao, Wenjing. 2012

机译：中国消费者对中美品牌酒店认知的比较研究
6. Psychological switching mechanism of consumers luxury and non-luxury brand attitude formation: the effect of store location prestige and self-congruity [O] . Ken Kumagai, Shinya Nagasawa 2019

机译：消费者奢侈品和非奢侈品品牌态度形成的心理转换机制：商店位置信誉和自我一致性的影响
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

The market for luxury brands in China: Insight based on a study of consumer's perceptions in Beijing

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