摘要
If you visit famous Nanjing Road in Shanghai, you will find hundreds of shops selling world top-brand luxuries, such as the latest fashion, jewelry, cosmetic, watches, glasses and leather items. Opening shops in China becomes a must for top-brand luxuries companies. For example, Giorgio Armani plans to set up 30 Armani shops in China before 2008. Its rival, Ermenegildo Zegna, has already set up 40 shops in China. But these shops are not just copies of the shops in Europe. They must adapt them- selves to the Chinese markets. For example, in Europe, the targeted buyers of luxuries are people aged at 40-70, but in China, major buyers of luxuries are younger people with not very high income. They are deficit spending people and like to seek fashions. Therefore something different is needed in marketing luxuries. There is another barrier for interna- tional luxury companies to crack down, that is counterfeit goods. Valentino quit- ted from Chinese market last year be- cause of counterfeits. In order to solve the problem, Chinese governments at differ- ent levels must enforce restrict law to protect intellectual property of these luxury companies. On the other hand, these companies need to spend more time and money to strike against counterfeits. In 2003, total revenue for luxuries is over 2 billion US dollars and the growth rate is the fastest in the world. But no one is predicting how large the Chinese luxuries market is because there are many undetermined factors. But the future is rosy, no one can deny it.
If you visit famous Nanjing Road in Shanghai, you will find hundreds of shops selling world top-brand luxuries, such as the latest fashion, jewelry, cosmetic, watches, glasses and leather items. Opening shops in China becomes a must for top-brand luxuries companies. For example, Giorgio Armani plans to set up 30 Armani shops in China before 2008. Its rival, Ermenegildo Zegna, has already set up 40 shops in China. But these shops are not just copies of the shops in Europe. They must adapt them- selves to the Chinese markets. For example, in Europe, the targeted buyers of luxuries are people aged at 40-70, but in China, major buyers of luxuries are younger people with not very high income. They are deficit spending people and like to seek fashions. Therefore something different is needed in marketing luxuries. There is another barrier for interna- tional luxury companies to crack down, that is counterfeit goods. Valentino quit- ted from Chinese market last year be- cause of counterfeits. In order to solve the problem, Chinese governments at differ- ent levels must enforce restrict law to protect intellectual property of these luxury companies. On the other hand, these companies need to spend more time and money to strike against counterfeits. In 2003, total revenue for luxuries is over 2 billion US dollars and the growth rate is the fastest in the world. But no one is predicting how large the Chinese luxuries market is because there are many undetermined factors. But the future is rosy, no one can deny it.
