Luxury Brands in China--the Brand Experience POV (Spikes Asia)
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FROM RICH TO NOBLE. How luxury is evolving in the Middle Kingdom.
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At Spikes Asia in September 2013, Dan Carter, Senior Creative Director in Jack Morton's Shanghai office, talked about the opportunities to build luxury brands in China by taking a brand experience approach. He talked about brands including Johnny Walker, Porsche, Tmall and others.
Transcript of Luxury Brands in China--the Brand Experience POV (Spikes Asia)
FROM RICH TO NOBLE.How luxury is evolving in the Middle Kingdom.
WAS BASED HERE…
NOW HERE.
NO TWO CITIES ARE ALIKE.
SOMEFASTFACTS.
2012 –12%
2015 –29%
By 2015, China will be the world’s largest luxury consumer market.
Online Shopping Market by 2015 – 18 Trillion Yuan ($2.86 trillion USD)(US forecast for the same period: $84 billion USD)
China's consumer class currently represents only about 19 percent of the
national population.
Urban household income is expected to double between 2010 and 2020.
122 US Dollar Billionaires.1,280,000 US Dollar Millionaires.
SOMETRENDS.
Brand loyalty is skyrocketing (or at least
beginning to).
The emergence of a ‘buy now’ mentality.
A dip in ostentatious
wealth.
WHEREWE THINKIT’S GOING.
Chinese consumers are increasingly travelling overseas to purchase luxury goods.
Dollars saved and spent are no longer the sole mark of luxury.
Johnnie Walker House, Beijing.
It’s not just about showing, but knowing.
Lawrence Law, General Manager, Johnnie Walker House
BY TIERING THE EXPERIENCES.
High energy brand experiences targeted at young consumers.
Personal, one-to-one (or one-to-few) experiences are reserved for the ultra-premium market.
Since the houses first appeared in 2011, sales of ultra-premium Johnnie Walker whiskey in China is up 64% year on year.
High brand awareness.Low brand understanding.
From casual motoring fan toHardcore Porsche enthusiast,
without diluting the brand.
Make it focused.
Make it focused.Make it social.
Make it focused.Make it social.Make it tiered.
Focused in Tone.
But also focused onthe right audiences.
Make social effortless.
Keep your audience engaged.
Porsche DNA
Porsche Motorsport
Porsche Lifestyle
Porsche Performance
Different audiences can have different experiences.But everyone should be treated in a way that lives up to the brand.
Different audiences can have different experiences.But everyone should be treated in a way that lives up to the brand.
7000+ attendees (1500 in 2013)100000+ unique postsLargest event undertaken by Porsche in Asia
In Tier One cities,40% of internet users shop online.
Traditionally C2C.Increasingly B2C.And the B’s are premium.
TWO:Luxury sites often take four times as long to load in China.
Over 2000 sites offer premium B2C.Tmall.com has 50% of the market.And half a billion members.
Quality is still an issue.Especially on Taobao (which we needed to distance ourselves from)
Showcase the real world quality.Bring to life the convenience of online shopping.
TWO:From online, to real world and back again.All anchored in quality.
ONE FINAL THOUGHT
DO IT RIGHT, OR DON’T DO IT AT ALL.
