外文翻譯---中國奢侈品市場-其他專業(yè)-資料下載頁
2025-01-19 09:18本頁面
【導(dǎo)讀】連續(xù)兩位數(shù)的經(jīng)濟(jì)增長超過20年，中國預(yù)計將成為這個詞的第三大經(jīng)濟(jì)體，據(jù)世界銀行初步估計，在2021年約占國內(nèi)生產(chǎn)總值的27萬億人民幣。速發(fā)展，鼓勵消費(fèi)者擺脫老一輩的儲蓄文化。占全球銷售的百分之十二;根據(jù)一項(xiàng)世界領(lǐng)先的金融集團(tuán)。奢侈品消費(fèi)的百分之十二，它僅僅落后日本市場的41%，美國市場的17%。超過美國，以成為世界上第二大購買奢侈品，當(dāng)時的銷售預(yù)計將超過150億美元，但許多專家認(rèn)為，中國可以成為一個巨大的豪華車市場的購買力相對較。的人，仍然微薄并迅速的蔓延，中國的富商正在迅速增長。得不有億美元，才能進(jìn)入了前100名。豪華車市場在內(nèi)地仍處于形成階段。證明是完全不同于任何其他發(fā)展中國家的市場。在我國，傳統(tǒng)的奢侈品購買者通常是男性并超過35個。洲零售雜志預(yù)測，到2020年中國將成為國內(nèi)世界第7個10大購物中心。中國國民表現(xiàn)出強(qiáng)烈傾向于從國外購買高檔產(chǎn)品，有兩個原因。這些調(diào)查中，購買奢侈品牌的態(tài)度絕大部分是積極的。
【正文】 ave a big financial stake in making these stores succeed ， in order to find more partners and continue growth． Among other benefits,creating profitable growth in China will help luxury retailers attract and retain the best talent． Losing money means they’ll be less likely to offer petitive salaries and incentives,and provide adequate professional opportunities to their staff． Some of main land China’s most aggressive luxury retailers are working to build up sales at home． Focusing on―starter‖luxury items is one approach． For example, the stores at Shanghai’s upscale Plaza 66 shopping center feature a wides election of small,lessexpensive accessories like jeweled mobile phone cases，1eather key holders or sun glasses． as well as entrylevel watches． The price difference with Hong Kong on these more afford able items is small,and not worth the extra travel cost and hassle． These items will also focus on introducing China’s middleclass shoppers to luxury brands with the goal of making them regular customers. To those new entrants ， the most important marketing strategy is branding ． Branding is about positioning luxury goods that have a distinctive value to targeted segments .It is about municating that position with messages and media that evoke a strong emotional and economic response ． Brandbuilding in China requires patience ， sustained investment and strong distribution as in other markets .Even Gucci,which has operated in China for a decade, recently stated that its mainland operations have only been profitable for three years ． Consumers are brands especially， will need to work hard and certainly cannot assume that they will be immediately brandsincluding watches,fashion 8 apparel,perfumes， cosmetics， jewelry,automobiles and premium spirits—require an extremely strong international presence before they can establish themselves in far the most successful products in China are those that have already built strong brands around the world， such as Louis Vuitton， Versace， Channel， Giio Armani， Lane， Swarovski， Cartier， Tiffany＆ Co， and others． Any brand looking to succeed in China’ s luxury market should focus on three key strategies： 1)Charge high prices For luxury marketing in China price is not a barrier， where charging the highest price in a given category can even bean advantage； municating the message that―the most expensive is the best‖—a key fact or for consumers’ luxury purchases． 2)the brand must be international The status of international brands in China has enormous appeal， and is a major driver behind the purchasing of luxury goods． Chinese consumers want to be seen as international and want to be seen using the same brands as their international counterparts； they do not like international brands that are localized too much ． 3)Do not focus only on high worth individuals Even middleclass Chinese will save money to pay for certain high priced items． The success of marketing efforts will determine the number of customers who can be pulled from the middleine bracket． It 39。s not a mature market， making it important to grab as large a share as possible today， and establish brand loyalty that will allow those customers to grow with the brand in the future ．
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