The <Made For China>, The New Challenge Of The Luxury Industry

Although China seems to be the next Eldorado of the luxury industry in a very near future and that currently the country gathers all the necessary conditions for the well development of a western luxury brand, actors of the sector wishing to conquer this market have to be aware that nothing is won by advance! Indeed, by its geography, its history, its politic, its culture and its specific demand, the Chinese market is probably one of the most difficult and complex countries to deal with. In order to sell their products in China, foreign brands will have to adapt their strategies to the Chinese customers. Here is the heart of my topic.By focusing on the marketing field, I try to understand the characteristics of this specific demand, its behavior as well as its expectations in order to define the most suitable luxury marketing mix strategies that should set up the actors of the sector planning to develop their business in China. Which product, price, place and promotion for these new customers of the luxury industry? I illustrate those strategies through two case studies of successful companies:Louis Vuitton, which has been elected by Chinese people as one of the most desired foreign luxury brand in the country, and Shang Xia, the new luxury brand which has been created by Hermes in order to satisfy the total needs of the Chinese market. What is their secret for seducing so many Chinese people? The answer can be found in those pages..The purpose of my thesis is first to give advice to managers in the establishment of their marketing mix policy an then, to observe and analyze the emergence of a new trend:"the made for China"! Nowadays not only products have to be adapted... but also the three other P!...