Abstract
This chapter investigates how the Chinese luxury landscape is evolving, and the implications for international luxury brand strategies. Three key drivers of change are identified. First, how the meaning and perception of luxury is embedded in the past, but is responding to the changing public sentiment. Next, how new regions in China represent an increasingly significant market opportunity for long-term luxury brand sustainability. Finally, the increasing significance of heritage and country of origin, which enable international luxury brands to connect with current, but also prospective Chinese luxury consumers.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bain & Company (2012) ‘2012 China Luxury Study’, http://www.fccihk.com/files/dpt_image/5_committees/Luxury%20Committee/121212-2012%20Luxury%20study_Media%20release.pdf
Daneshkhu, S. (2013) ‘Cosmetics Groups Move Deeper into China’, The Financial Times, 24 April, p.15.
He, Y., Zou, D. and Jin, L. (2010) ‘Exploiting the Goldmine: A Lifestyle Analysis of Affluent Chinese Consumers’, Journal of Consumer Marketing, 27(7), 615–628.
Hill, C. W. L. and McKaig, T. (2012) Global Business Today. Toronto, ON: McGraw-Hill Ryerson.
Lin, X. and Wang, C. L. (2010) ‘The Heterogeneity of Chinese Consumer Values: A Dual Structure Explanation’, Cross Cultural Management: An International Journal, 17(3), 244–256.
Liu, X. (2010) The Silk Road in World History, Oxford: Oxford University Press.
McKinsey (2011) ‘Understanding China’s Growing Love for Luxury’, http://solutions.mckinsey.com/insightschina/_SiteNote/WWW/GetFile.aspx?uri=:/insightschina/default/en-us/aboutus/news/Files/wp2055036759/McKinsey%20InsightsChina% 20-%202011%20Luxury%20Consumer%20Report_7fbe9eff-0bfd-4cea-8bc5-2dff874db6d0.pdf
McKinsey (2013) ‘Mapping China’s Middle Class’, http://www.mckinsey.com/insights/consumer_and_retail/mapping_chinas_middle_class
Reuters (2012) ‘China Crackdown Targets Executives’ Perks’, 21 November, http://www.ft.com/cms/s/0/ea2646ae-3400-11e2-8270-00144feabdc
Roland Berger (2012) ‘Chinese Consumer Report — Luxury. A Brand Awareness Upgrade. Welcoming a New Era in the Chinese Luxury Market’, http://www.rolandberger.com/media/pdf/Roland_Berger_taC_Chinese_Consumer_Report_Luxury_20121017.pdf
Snaiderbaur, S. (2009). ‘Made in Italy in China: From Country of Origin to Country Concept Branding’, IcfaiJournal of Brand Management, 6(3/4), 63–74.
The China Story (2012) ‘China’s Luxury Fever and Curbing Official Ostentation’, http://www.thechinastory.org/key-article/chinas-luxury-fever-and-official-ostentation/
Tsai, J. (2008) La Chine et Le Luxe, Paris: Odile Jacob.
Editor information
Editors and Affiliations
Copyright information
© 2014 Serena Rovai
About this chapter
Cite this chapter
Rovai, S. (2014). The Evolution of Luxury Consumption in China. In: Atwal, G., Bryson, D. (eds) Luxury Brands in Emerging Markets. Palgrave Macmillan, London. https://doi.org/10.1057/9781137330536_12
Download citation
DOI: https://doi.org/10.1057/9781137330536_12
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-46108-0
Online ISBN: 978-1-137-33053-6
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)