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| Title : |
Luxury China: Market Opportunities and Potential |
| ISBN : |
9780470823415 |
| Author : |
Michel Chevalier |
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| Content briefing |
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| Luxury China is a comprehensive guide to China’s relatively new but already burgeoning luxury market which is set to expand from $2 billion today to nearly $12 billion by 2015. Michel Chevalier, a veteran of luxury industry management and Shanghai Fudan University’s resident luxury scholar and China luxury market expert Pierre Xiao Lu offer the readers a detailed overview of the Chinese luxury goods market and a practical guide to tapping into China’s enormous market potential. The authors particularly excel in their analysis of luxury products distribution in Asia, the behavior and preferences of the Chinese consumer, and perceptively identify four different types of Chinese luxury consumer, ranging from luxury lover to luxury laggard. Complete with up-to-date information about the fast-evolving market, practical and effective solutions for new brands wishing to enter the market, and case studies of successful and well-established brands, this book will enable advertising, marketing and other luxury brand professionals to better assess and understand the marketing and business challenges and opportunities for luxury brands in China. |
| Introduction of author |
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| Michel Chevalier is a graduate of HEC in France and holds an MBA and a Doctorate from Harvard Business School. Having worked for decades in the luxury industry, he is now a consultant for EIM in Paris and a partner at EIM Shanghai, a securities company that proposes tailor-made funds and portfolios of hedge funds. He also teaches at University Paris Dauphine and Institut Superieur du Luxe in Paris, and is the ca-author of Pro Logo and Luxury Brand Management. Pierre Xiao Lu is an Assistant Professor of Marketing at Fudan University School of Management in Shanghai and the Visiting Professor of Marketing at ESSEC Paris-Singapore. He also consults for many multinational luxury firms, and is the author of Elite China. |
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