THE CULTURE OF LUXURY????? презентация

Содержание

1. THE CULTURE OF LUXURY?????
2. We connect brands to culture 我们将品牌与文化相结合
3. We study 我们需要了解 Culture
4. INTRODUCTION What is Luxury? 什么是奢侈？
5. INTRODUCTION In the 14th
6. “Luxury is the opposite of vulgarity”
7. INTRODUCTION WE DON’T NEED IT 它并非必不可少
8. INTRODUCTION But it
9. ~LUXURY~ 奢侈品 “It’s unbelievable how much
10. Luxury brands are regarded as images in
11. Authentic Brands deliver Poetry 真正的品牌会
12. 地位自由完美负罪感 The compass for
13. Rank 地位 The last bastion of conspicuous consumption. 炫耀性消费的最后一座堡垒
14. 1990s 二十世纪九十年代 Consumption as
15. Rank relies on how informed you are
16. We are forced to reflect on our
17. Restraint trumps decadence 约束能够战胜堕落。 Gucci’s initiative
18. 英国查尔斯王子一直在努力树立好榜样，降低其运输车队的碳足迹。他改装自己的路虎和美洲虎，使这两辆车可以生物柴油作燃料。他的老爷车阿斯顿马丁经过改装，可以通过将英国红酒酿制成酒精，从而以过剩的英国红酒做燃料。 With choice come Responsibility 拥有更多选择也就意味着要承担更大的责任
19. Perfection 完美 A relentless pursuit of perfecting
20. Control of process Is Critical 工艺的管理极为关键
21. Troon 高尔夫球场。NL和荷兰Dutch Dockland已经宣布了在马尔代夫岛建造18洞漂浮高尔夫球场的计划。预计此高尔夫球场会具有零生态足迹。 Perfection should feed transcendence.
22. Freedom 自由 The pursuit of personal acquisition and creative accomplishments. 对个人所得和创造性成就的追求
23. The power Of one 一个人的力量 Freedom is about Creative beginnings….( like Coco Chanel) 自由源于创造性的开始（正如可可•香奈儿女士那样）
24. We need to indulge In playful stories
25. Globalization has broadened the Narrative
26. 100 MILLION CHINESE LUXURY CONSUMERS. INTRODUCTION 一亿中国奢侈品消费者
27. ALREADY THE SECOND LARGEST LUXURY
28. INTRODUCTION THE WORLD’S TOP LUXURY MARKET BY 2015. 2015年将成为全球最大奢侈品消费市场
29. INTRODUCTION THE ONLY COUNTRY
30. INTRODUCTION THE WORLD’S YOUNGEST
31. INTRODUCTION WHAT’S NEXT ? 接下来呢？
32. INTRODUCTION THE NEXT GENERATION… 下一代…
36. INTRODUCTION … THEY WILL
37. BUT HOW? INTRODUCTION 怎么与众不同？
38. To identify the potential for any
39. Analyze changing life drivers
40. Agenda议程 1.变革的人民共和国People’s
41. People’s Republic of
42. Three decades of communism were followed by
43. The Chinese market is influenced by three
44. Baby Boomers (1950-1964): Dominated by political figures
45. This generation lost its creativity with the
46. Generation X(1965-1979):A generation of realists Who wake
47. Mr. &Mrs. X are opportunists. They were
48. Generation Y(1980-1995):Possesses a Chinese mindset but a
49. Self made web-clips offer the best insight
50. For generation Y there is nothing wrong
51. China’s culture today is mainly determinate by
52. The next generation will open the door
53. China turns into a global society 中国步入全球化社会
54. Agenda议程 1.变革的人民共和国People’s
55. This new luxury will possess elements of
56. There are four types of luxury consumers
57. While most of Chinese luxury shoppers are
58. Nouveau Rich: Showing-off works! 65% of Chinese
59. Nouveau Rich: Movie star Fan Bingbing is
60. Understaters: Not show but know! About 70%
61. Understaters: Successful actor Lu Yi spends his
62. Connoisseurs: Already today about 60% of Luxury
63. Connoisseurs : Jiang Wen is a famous
64. Spirituals: They often overseas born Chinese. With
65. Spirituals: Wang Fei is a talented singer
66. Luxury is in a Shift转变的奢侈品 Brand preferences of different consumer types不同消费者的品牌偏好
67. Luxury is in a Shift转变的奢侈品 China’s
68. Luxury is in a Shift转变的奢侈品 China’s luxury
69. These upcoming attitudes are the output of
70. With a rising consumers variety China’s luxury
71. China’s luxury shoppers of tomorrow
72. Agenda议程 1.变革的人民共和国People’s
73. 63% of young Nouveau Rich
74. 营销策略 —秉承“购买奢侈品就是人生最大的投资”这一箴言，未来奢侈品消费者会尽可能地将奢侈品用于收藏。 —鼓励民族自豪感，但不是只中国化。 —用更有趣愉快的内容去振兴你的品牌而不是毁掉它。 —承担责任，分享成功。奢侈品消费者们都很推崇慈善活动。 —对中国大多数上层阶级来说，奢侈品依然是渴望不可及的。应该瞄准他们消费得起的装饰类奢侈品这一市场。 Marketing
75. 服务策略 —富人们空闲很少。省时高效的POS服务是他们非常看重的。 —中国人对舒适性都很着迷。空间、安静、定制都很重要。 —逃避主义是竞争激烈的中国社会的通病。应该提供一个能让他们得到片刻逃离现实的购物体验。 —奢侈品买家都有着国际化的生活方式，并渴望了解更多的品牌知识。传授品牌知识比热情招待更重要。 —在如今社会，孤独无孔不入。将你的品牌契合于客户的心灵。
76. 产品 -对奢侈品消费者而言，包装是品牌的第重体验，因此它至关重要。 -中国不断的高速增长给纯粹性和真实性带来了缺失。讲述品牌历史和发展的产品能赋予客户一个令人艳羡的纯粹感。 -中国的消费者处于民族自豪感和全球性之间。触及中国传统的奢侈品会赢得大量的拥趸。 -中国人都是机会主义者，他们相信他们之所见。他们不仅仅是购买产品，更是购买中国制造所没有的，奢侈品具有的令人向往的世界。
77. The following cases illustrate a
78. Authenticity of a brand means consistency in
79. An individually made stamp and personally by
80. The staff in showrooms are important communication
81. Luxury market is like a dating :
82. Consumers look for new, inspirational shopping experiences
83. Agenda议程 1.变革的人民共和国People’s
84. Tapping China’s luxury –goods market 涉足中国奢侈品市场
85. Tapping China’s luxury –goods market 涉足中国奢侈品市场
86. 13 million households in China’s upper middle
87. Tapping China’s luxury –goods market 掘金中国奢侈品市场
88. Tapping China’s luxury –goods market 掘金中国奢侈品市场
89. 购买奢侈品的三大主要因素成衣皮革制品珠宝手表材质上乘材质上乘
90. Tapping China’s luxury –goods market 掘金中国奢侈品市场
91. Tapping China’s luxury –goods market 掘金中国奢侈品市场
92. 中国制造的奢侈品
95. The fusion of inspirational elements from French
99. All the the

We connect brands to culture 我们将品牌与文化相结合

Слайд 1
THE CULTURE
OF LUXURY奢侈品文化

Слайд 2We connect brands to culture
我们将品牌与文化相结合

Слайд 3We study
我们需要了解
Culture people language perception behavior

文化人语言认知行为

Слайд 4

INTRODUCTION
What is Luxury?
什么是奢侈？

Слайд 5

INTRODUCTION
In the 14th century,
luxury was originally a pejorative word,
denoting

‘sinful self-indulgence’.

在14世纪，奢侈原本是个贬义词，表示“有罪的自我放纵”

Слайд 6“Luxury is the opposite of vulgarity”

Coco Chanel
奢侈是庸俗的反义词。——可可•香奈儿

Luxury is not the opposite of poverty; it is the opposite of vulgarity
奢侈不是贫穷的反面，而是粗俗的反面。

Слайд 7

INTRODUCTION
WE DON’T NEED IT
它并非必不可少

Слайд 8

INTRODUCTION

But it is interwoven into our own sense of self

奢侈已经融入了我们的自我意识中

Слайд 9~LUXURY~
奢侈品

“It’s unbelievable how much you don’t know
About the game you’ve been

playing all your life”-Mickey Mantle
“打了一辈子棒球竟然还有那么多是你不知道的，真是令人难以置信”。—米奇•曼托

Luxury is something that we continue to study, something that in every generation gets it’s definitions, something that keeps developing and in movement continuously.
奢侈品是我们一直在研究的事物，每一代人对它都有着各自见解，并在不停地发展和进步中。

Слайд 10Luxury brands are regarded as images in the mind of consumers

that comprise associations about a high level of :
奢侈品牌在消费者脑海中的印象很大程度上由下列关联词构成：

PRICE, QUALITY, AESTHETICS, RARITY &SPECIALITY.
价格，品质，美感，稀有和特殊性

(By Klaus Heine Dec 2011) （克劳斯•海涅 2011年12月）

Слайд 11Authentic
Brands deliver
Poetry
真正的品牌会
传递给你一种诗情画意

According to Forrester studies….brands that distinguish themselves on

emotional attributes can capture 60 percent greater loyalty.

根据佛瑞斯特公司的调查，那些通过情感属性突出自己的品牌，能够俘获六成或更高的忠诚度。

Слайд 12地位
自由
完美
负罪感
The compass for luxury’s new codes of meaning.
奢侈品的新含义代码的指南针

These four codes reflect

polarities of meaning and reflect a sense of how brands must balance the realities of how culture shapes their relevance.
这四个含义代码反映了彼此之间意思的对立，也反映了品牌必须去平衡和融合文化和现实之间的关系

Слайд 13Rank 地位
The last bastion of
conspicuous consumption.
炫耀性消费的最后一座堡垒

Слайд 141990s 二十世纪九十年代
Consumption as a culture
of keeping up

消费就是一种从众文化。

“you drove a Hyundai to get here tonight, I drove an eighty thousand dollar BMW.”
今晚你要是开一辆现代来这里，那么我会开一辆价值八万美金的宝马。

Слайд 15Rank relies on how informed you are
地位取决于你有多么的见多识广。

Maestro Dobel tequila’s small
Batch

production is noted by handwritten date and bottle numbers, as well as distiller name
世界著名龙舌兰家族Dobel限量生产的龙舌兰酒以其手写的日期、酒瓶编号以及酿酒商的姓名而闻名。

Слайд 16We are forced to reflect on our consumption in ways we

have never done before.
我们被迫以前所未有的方式来反思我们的消费。

We are forced to reflect on our consumption in ways we have never done before.

我们被迫以前所未有的方式来反思我们的消费

Слайд 17Restraint trumps
decadence 约束能够战胜堕落。

Gucci’s initiative toward FSC paper and cutting down excess

packaging is only one angle of a larger sustainability campaign.
古奇提倡使用FSC（森林管理委员会）纸袋并减少多余的包装只是他们庞大的可持续发展活动的其中一个。

Слайд 18英国查尔斯王子一直在努力树立好榜样，降低其运输车队的碳足迹。他改装自己的路虎和美洲虎，使这两辆车可以生物柴油作燃料。他的老爷车阿斯顿马丁经过改装，可以通过将英国红酒酿制成酒精，从而以过剩的英国红酒做燃料。
With choice come Responsibility
拥有更多选择也就意味着要承担更大的责任

If you can afford all the riches

in the world, it’s impossible not to feel the gravity of choice and be compelled to give back or take action.
如果你能负担得起这个世界上所有的财富，你也一定能感受到随之而来的压力，所以你不得不做点什么去回报社会。

Слайд 19Perfection
完美
A relentless pursuit of perfecting the process by which
an object

is crafted.
对物品制作工艺精益求精的不懈追求

Слайд 20Control of process
Is Critical
工艺的管理极为关键

Chanel buys seven of the most specialized

ateliers in Paris,
Ensuring continuation of the house’s own couture techniques
香奈儿在巴黎买下了七处最专业的工作室，
保障了其服装设计技艺的延续。

Слайд 21Troon 高尔夫球场。NL和荷兰Dutch Dockland已经宣布了在马尔代夫岛建造18洞漂浮高尔夫球场的计划。预计此高尔夫球场会具有零生态足迹。
Perfection should feed transcendence.
It’s emotive to do something

special that no one else can

完美应当给予超越给养
能够做一些别人做不到的事情，是感性的。

Слайд 22Freedom
自由
The pursuit of personal acquisition and creative accomplishments.
对个人所得和创造性成就的追求

Слайд 23The power Of one
一个人的力量
Freedom is about Creative beginnings….( like Coco Chanel)
自由源于创造性的开始（正如可可•香奈儿女士那样）

Слайд 24We need to indulge
In playful stories
我们需要沉溺于
有意思的故事中
Poking fun at himself, The bitter
Chocolatier

tells his tales of
Misfortune throughout his life through different flavors.
Bitter Chocolatier自我解嘲地用不同的口味讲述了他一生中的不幸遭遇

Слайд 25Globalization has
broadened the
Narrative
全球化已经扩展了奢侈品牌的视野
More than half of the growth in

global demand for imports is now originating in developing countries.
目前超过一半的全球进口需求的增长来自发展中国家。

RECASTING
ASSUMPTIONS
重铸设想

SPOTLIGHTING
IRONIES
聚焦讽刺

Слайд 26

100 MILLION CHINESE LUXURY CONSUMERS.

INTRODUCTION
一亿中国奢侈品消费者

Слайд 27

ALREADY THE SECOND LARGEST LUXURY MARKET IN THE WORLD.

INTRODUCTION
已是全球第二大奢侈品市场

Слайд 28

INTRODUCTION
THE WORLD’S TOP LUXURY MARKET BY 2015.
2015年将成为全球最大奢侈品消费市场

Слайд 29

INTRODUCTION
THE ONLY COUNTRY WHERE MEN CONSUME MORE LUXURY THAN WOMEN.
唯一一个男性

奢侈品消费多于女性的国家

Слайд 30

INTRODUCTION
THE WORLD’S YOUNGEST LUXURY MARKET,
WITH PEOPLE IN THEIR 30’S.
全球最年轻

的奢侈品市场
年龄层在30多岁

Слайд 31

INTRODUCTION
WHAT’S NEXT ?
接下来呢？

Слайд 32

INTRODUCTION
THE NEXT GENERATION…
下一代…

Слайд 33

Слайд 34

Слайд 35

Слайд 36

INTRODUCTION
… THEY WILL LOOK AND BUY DIFFERENT.
… 他们看起来以及消费观

会与众不同

Слайд 37

BUT HOW?

INTRODUCTION
怎么与众不同？

Слайд 38
To identify the potential for any brand behind these over-whelming figures,

we need to understand what luxury buyers try to achieve and sell them what they need to succeed
为辨识这些非凡形象背后品牌的潜力，我们需要了解奢侈品消费者想要得到些什么，并把其所需的东西推销给他们。

INTRODUCTION介绍

Слайд 39

Analyze changing life drivers and desires of Chinese luxury consumers to

identify upcoming consumer requirements towards luxury brands.
分析不断变化的生活动力和中国奢侈品消费者的欲望，来发现即将到来的消费者对奢侈品牌的要求。

-Which social changes shape the life drivers and motivations of china’s consumers?
哪一项社会的变迁塑造了中国消费者的生活动力和积极性？
-Which new consumer needs will challenge China’s rising luxury market?
哪一项新的消费者需求将挑战中国正在崛起的奢侈品市场？
-How to address to these needs with products, marketing and services?
如何用产品、营销以及服务来应对这些需求？

Слайд 40

Agenda议程

1.变革的人民共和国People’s Republic of Change
2.奢侈品的转变Luxury in a shift
3. 2010 奢侈品的面貌Faces of

Luxury 2010
4. 2011 叩开中国奢侈品市场的大门2011年4月麦肯锡公司
Tapping China’s luxury –goods market 2011 by McKinsey&company April 2011.

Слайд 41

People’s Republic of Change 变革的人民共和国

The future of luxury is based on

a fundamental change of social values from the past to the present.
奢侈品的未来是建立在从过去到现在的根本性社会价值转变的基础之上的。

Within the last 60 years Chinese consumers underwent two major value shifts, which significantly impacted their lives, beliefs and buying habits.
在过去的六十年里中国消费者经过了两次大的价值观改变，这些转变影响了他们的生活、信仰和消费习惯。

Слайд 42Three decades of communism were followed by three decades capitalism. Now

China slowly transitions into three decades of consumerism.
三十年的共产主义之后即为三十年的资本主义。目前中国在慢慢地过渡到三十年的消费主义。

People’s Republic of Change变革的人民共和国

Слайд 43The Chinese market is influenced by three generations, who possess contrary

ideals.
中国的市场正在被有着相反理念的三代人影响着。

Baby Boomers 生育高峰出生的人
Generation X X一代
Generation Y Y一代

People’s Republic of Chang变革的人民共和国

People’s Republic of Change 变革的人民共和国

Слайд 44Baby Boomers (1950-1964): Dominated by political figures and movements. They respond

to politics and believe in heroes.
生育高峰出生的人（1950-1964）：受到政治人物和运动的影响。他们响应政治并信仰英雄主义。

People’s Republic of Chang

变革的人民共和国

Слайд 45This generation lost its creativity with the Cultural Revolution. Following and

imitating others was the only way for social development.
这一代人在文化大革命时期丧失了他们的创造力。跟随并模仿他人是社会发展的唯一出路。

Money is power and power is everything!
金钱就是力量，力量就是一切！

The baby boomers are frugal people ,trained not to desire material goods and creaturely comfort. Nowdays some of them are the richest people in china. They splurge to impress. Money is power to them and power is everything.
生育高峰出生的人是节俭的人们，受训于不去追求物质财富和生物性慰藉。他们的一部分人现今已经是中国最为富有的人。他们肆意挥霍只为炫耀。对他们来说，金钱就是力量，力量就是一切。

People republic of change
变革的人民共和国

Слайд 46Generation X(1965-1979):A generation of realists
Who wake up after Tiananmen Square protests,
Who

believe only in themselves .
X一代（1965-1979）：现实主义的一代，他们于天安门事件之后觉醒，只相信自己。

People’s republic of change变革的人民共和国

Слайд 47Mr. &Mrs. X are opportunists. They were educated by Mao and

trained by Bill Gates. They are open to new things and appreciate originality.
X先生和女士是机会主义者。他们受教于毛主席，受训于比尔盖茨。他们易于接受新的事物并赞赏独创性。

Money can change your life
金钱能改变你的生活
Generation X suffers a collective insecurity from living through so much change. They therefor trust in material security and status.
60% of them buy luxury goods to increase their self-confidence! Their heroes are the rich and famous entrepreneurs who made it.
X一代所经历的诸多变化使他们整体没有安全感。因此他们信赖物质保障和身份。他们中的60%通过购买奢侈品来增长自信。他们心目中的英雄是那些成功且富有的企业家。
Generation X is the majority of these who keep the 80% of Chinese private business running.
保持30%中国私有企业运转的人中大多数都是X一代。
They make money, show off the money, and spend the money.
他们赚钱、炫富并将钱花掉。

People’s Republic of change
变革的人们共和国

Слайд 48Generation Y(1980-1995):Possesses a Chinese mindset but a global life style
Shaped by

McDonald’s, Google and MBAs
Y一代（1980-1995）：拥有中国人传统的思维方式，但同样拥有由麦当劳、谷歌和MBA塑造的全球化的生活方式。

People’s Republic of change
变革的人民共和国

Слайд 49Self made web-clips offer the best insight to China’s youth detailing

their dreams and believes first hand: tudou.com
自制的网络视频为中国的年轻人提供了细化他们梦想和信仰的第一手真知灼见：tudou.com

I am what I am. You're serving me!
我就是我。你们服务于我。
Generation Y is the first Chinese generation born into consumerism. They grew up in the information age with internet and mobile phones.
Y一代是出生于消费主义的第一代中国人。他们成长于有着因特网和移动电话的信息时代。
They are overwhelmed with information and personal choices.
“Are you Hello kitty or Rebel? Gym or yoga? Stay in china or go abroad? Artist or businessman?
They are the first generation with the right to choose their career ,lifestyle and cultural affinity.
他们被信息和个人选择淹没。“你是温顺还是叛逆？”“体操还是瑜伽？”“留在国内还是出国？”“想成为艺术家还是商人？”他们是有权利来选择他们的职业生涯、生活方式和文化喜好的第一代人。

People’s Republic of change
变革的人民共和国

Слайд 50For generation Y there is nothing wrong with hedonism and self

rewarding.
对于Y一代来说，快乐主义和自我犒赏的观念是没什么不妥。

They buy because the product emotionally bond with their self identity, because of peer pressure, because it’s a fad.
由于攀比压力，也由于购物是一种时尚，他们购物是因为商品和他们的自我认同有着情感上的联系
They are often educated outside China and will spend more on luxury products, because they won’t know what it means to be without money.
They are not frugal, nor do they buy status, believing that consumption is a part of self- expression.
他们通常在国外接受教育，并会花更多的钱在奢侈品上，因为他们不知道没钱是什么滋味。他们不会节俭，也不买地位的账，相信消费是自我表现的一部分。
Generation Y represent the future of China. Today they are the ones dictating what is cool and what is not. This generation will be the first where business and political elites will be surpassed by design and style elites.
Y一代代表着中国的未来。如今他们是主宰“酷”的定义的人。他们是风格设计精英超越商务和政治精英的一代人。

People ‘s Republic of change
变革的人民共和国

Слайд 51China’s culture today is mainly determinate by security, harmony, control and

formation than lust, strangeness or sensuality.

中国现今的文化主要由安全、和谐、克制和形式所决定而不由欲望、怪异或感观所决定。

People’s republic of change 变革的人民共和国

Слайд 52The next generation will open the door for value shift towards

consumerism, self-expression and hedonism.

下一代将打开消费主义、自我表达和享乐主义的价值转变之门。

People’s republic of change

Слайд 53China turns into a global society
中国步入全球化社会
The fundamental value shift from communism

to capitalism to consumerism will unleash a new type of consumer with advanced preferences towards brands, products and services.
从共产主义到资本主义再到消费主义的根本性价值观转变将产生新类型的消费者，他们更加追求品牌、产品和服务。

People’s Republic of change变革的人民共和国

People’s Republic of Change 变革的人民共和国

Слайд 54

Agenda议程

1.变革的人民共和国People’s Republic of Change
2.奢侈品的转变Luxury in a shift
3. 2010 奢侈品的面貌Faces of

Luxury 2010
4. 2011 叩开中国奢侈品市场的大门2011年4月麦肯锡公司
Tapping China’s luxury –goods market 2011 by McKinsey&company April 2011.

Слайд 55This new luxury will possess elements of showing one’s
Status and self-reward.

But the way to achieve it will shift
The next level.
新型奢侈品会含有这样的因素——显示我的地位和进行自我奖励。但实现它的方法又会触动更高的等级。

Luxury in a Shift 转变的奢侈品

Слайд 56There are four types of luxury consumers based on social background

,luxury experience and income level.
根据社会背景、奢华体验和收入水平，奢侈品消费者分为四种类型。

Luxury in a Shift 转变的奢侈品

Слайд 57While most of Chinese luxury shoppers are the
Nouveau rich, many

of them are still looking for their place in the world of lux.
虽然中国的奢侈品消费者大多是新贵，但其中许多人仍在寻找他们在奢侈品世界的位置。

Luxury in a Shift 转变的奢侈品

Слайд 58Nouveau Rich: Showing-off works! 65% of Chinese are convinced that who

own luxury brands are successful people!
新贵：炫耀品！ 65％的中国人都相信，拥有奢侈品的都是成功人！

Luxury in a Shift转变的奢侈品

Слайд 59Nouveau Rich: Movie star Fan Bingbing is preferred star in advertisements

and one icon for the Nouveau Rich in China.
新贵：影星范冰冰是首选的广告明星，也是中国新贵们的偶像之一。

I want to stand out!
我要出色！
Background: Entrepreneurs, celebrities or young business who are the first in their family, who can afford luxury. They still rank themselves with “average” people.
背景：家族第一人的企业家，名人或者年轻的生意人士，他们能够消费得起奢侈品。他们仍然把自己看成普通人。
Motivation: They want to show their success and want to stand out from the mass. They don’t care about others, but due to their cultural background formation still rules.
消费动机：他们要展现成功，要鹤立鸡群。他们不关心其他人，但归因于他们的文化背景构成起支配作用。
Habits: To balance formation and their longing to be special they buy the most popular brands with high mass reputation.(Armani,BMW,Mercedes,Rolex,Gucci)

消费习惯：为了平衡文化背景构成和他们想要成为特殊的渴望，他们会买名气最大最流行的品牌。（阿玛尼，宝马，奔驰，劳力士，古琦）

Luxury is in a Shift 转变的奢侈品

Слайд 60Understaters: Not show but know! About 70% of Chinese believe that

owning
Luxury brands doesn't necessarily mean one is fashionable.
低调者：不炫耀，但懂行！约70％的中国人认为拥有奢侈品牌并不一定意味着他就是一个时尚的人。

Luxury in a Shift转变的奢侈品

Слайд 61Understaters: Successful actor Lu Yi spends his time with his family
Instead

on superficial glamorous events.低调者：著名演员陆毅选择与家人在一起，而不是沉溺于肤浅的迷人事件

I want to fit in!
我要适应！
Background: successful creative ,rich people from behind the scenece or experienced luxury consumers. They are international, speak English and understand luxury as life style.
背景：幕后的富有的有创造力的成功人士，或者经验丰富的奢侈品消费者，他们是国际化的，讲英语并且理解奢侈的生活方式。
Motivation: They want to fit in to a sophisticated group of international and stylish people. They want differentiate themselves from superficial show-off attitudes.
消费动机：他们想要适应复杂的国际时尚群体。他们想将自己区别于肤浅的炫耀者。
Habits: They mix establish brands with niche brands to create their individual style as long as it fits into the peer group. They tend to be a bit artistic and edgy(MINI,Y-3,Issey Miyake,Marc Jacobs,MIU MIU)
消费习惯：他们将大品牌与树立的品牌混搭建立个人风格品牌，只要它与同侪团体相适应。他们往往有点艺术和前卫（MINI，Y-3，三宅一生，Marc Jacobs，MIU MIU）

Luxury is in a Shift 转变的奢侈品

Слайд 62Connoisseurs: Already today about 60% of Luxury consumers, buy luxury to

reward themselves.
行家：今天约有60％的奢侈品消费者购买奢侈品犒赏自己。

Luxury is in a Shift 转变的奢侈品

Слайд 63Connoisseurs : Jiang Wen is a famous movie director and king

of the Chinese film. He enjoys his life away from hustle and bustle.
行家：姜文是一位著名的电影导演，中国电影的王者。他喜欢远离喧嚣忙碌的生活。

I want to enjoy my life! 我要享受生活！

Background: either they are self-made businessmen with a good self – perception pr they grew up in a financial hedge. Money is seen as a key not as a treasure.
背景：他们或是具有良好自我认知的，白手起家的商人，或是成长于豪门，钱被视为一种工具而不是财富。
Motivation: They want to enjoy life. Life balance and sensuality are very important. “ soft luxury” is highly appreciated.
消费动机：他们想要享受生活。生活的平衡和享受非常重要。他们非常欣赏“软奢品”。
Habits: They often live a quite life,
Enjoy excellent foods, traveling but also doing charity activities. Luxury brands have to offer them a personal relationship, a buying experience and high quality(Bulthaup,patek philippe,ferreti yatchts, cohiba, Hennessy)
消费习惯：他们经常过着宁静的生活。喜欢美食，喜欢旅行，但也热爱做慈善活动。奢侈品牌必须要给予他们一种人际关系，一次购买体验和高质量水准（布尔托,百达翡丽，法拉利，科伊巴，轩尼诗）

Luxury is in a Shift 转变的奢侈品

Слайд 64Spirituals: They often overseas born Chinese. With a growing number of

Chinese returning back home this group is slowly rising.
精神主义者：他们通常在海外且出生于中国。随着越来越多的中国人回国，这种人群正在慢慢增多。

Luxury is in a Shift 转变的奢侈品

Слайд 65Spirituals: Wang Fei is a talented singer who incarnates Asian musical

culture. She lives an international, individual and edgy lifestyle.
精神主义者：王菲是一位才华横溢的歌手，她代表着亚洲音乐文化。她过着国际化的、独特的、时尚的生活。

I wan to find myself!
我要发现自我！
Background: Grow up in a well off environment or with an artistic background. Luxury goods are nothing more than commodities for them.
背景：他们在富裕的环境或艺术背景下成长，奢侈品对他们来说只是商品。
Motivation: They want to find the meaning of their life. They are looking for authenticity and spiritual experiences.
消费动机：他们想要发现生活的意义。他们在寻找真实性和精神体验。
Habits: Spirituals are often involved in charity and fundraising. Though they are highly individualistic, striving for spiritual adventures and bored by the superficial world of luxury. Reversion to nature and the primordial dominates their lives(Yo,Linda Loudermilk, Leica).
消费习惯：精神主义者经常参与慈善和筹款活动。虽然他们都是个人主义者，渴望精神冒险，但是他们厌烦奢侈品的肤浅世界。回归自然和原始主宰他们的生活。（琳达·劳德米尔克, 莱卡）

Luxury is in a Shift转变的奢侈品

Слайд 66Luxury is in a Shift转变的奢侈品
Brand preferences of different consumer types不同消费者的品牌偏好

Слайд 67Luxury is in a Shift转变的奢侈品

China’s luxury market will be dominated by

the Nouveau Rich and Under-
Staters,but Connoisseurs will have a significant impact on them.
新贵和低调者们将主宰中国的奢侈品市场，但是行家将对他们产生很大影响。

Слайд 68Luxury is in a Shift转变的奢侈品
China’s luxury market will give birth to

new attitudes towards luxury to keep pace with developing mindset of Chinese luxury consumers
中国的奢侈品市场将会产生与中国奢侈品消费者发展心态一致的看待奢侈品的新观念。

Слайд 69These upcoming attitudes are the output of sustainable shift in the

mindset of luxury consumers
这些即将出现的观点是奢侈品消费者们心态不断转变的结果。

感官满足：真实体验
Sensuality: Authenticity

欲求：享受
Lust : Enjoyment

特异性：体验性
Strangeness : Experience

Слайд 70With a rising consumers variety China’s luxury market will be more

diversified.
消费者种类的不断上升，中国奢侈品市场将会更加多样化。

Luxury is in a Shift转变的奢侈品

Слайд 71

China’s luxury shoppers of tomorrow are brand savvy. For them the

big price tag and an even bigger label name doesn’t make a product luxury.

中国未来的奢侈品购买者将会拥有很好的品牌理解力。对他们而言，一个商品只有昂贵的价格标签和大牌的标牌名字并不就是奢侈品。

Luxury is in a Shift转变的奢侈品

Слайд 72

Agenda议程

1.变革的人民共和国People’s Republic of Change
2.奢侈品的转变Luxury in a shift
3. 2010 奢侈品的面貌Faces of

Luxury 2010
4. 2011 叩开中国奢侈品市场的大门2011年4月麦肯锡公司
Tapping China’s luxury –goods market 2011 by McKinsey&company April 2011.

Слайд 73

63% of young Nouveau Rich want to enjoy the present moment

as much as possible and 76% would pay more to buy natural healthy foods.
63%的年轻新贵们想要尽可能地享受当下，76%将花费更多钱来购买天然健康食品。

The experiential, authentic and enjoyable side of luxury products and brands will determine if consumers consider them luxury or not.

奢侈品和品牌的体验、真实性、适宜性将会决定消费者是否认为他们是奢侈品。