The Marketing Strategy Study On New Luxury In China

New luxury industry is a sunrise industry which is developing gradually in China.It is different from the traditional luxury industry and the ordinary consumer industry.And it has become a very important part of modern business. The features of the new luxuries are “good quality, not too cheap and not too expensive price, and volume production.” With China’s good economic momentum, the Chinese consumers began to seek for better products for their lives. The new luxuries can satisfy their needs.Therefore more and more foreign brands of new luxury are about to or have already entered the Chinese market. Consequently the studies on the consuming behavior of the new luxury consumers and the marketing strategy are brought into sharp focus.Firstly, the paper discusses the conception of new luxury and the differences between the traditional luxuries and the new ones. Meanwhile, to combine the authoritative references and research on new luxury and the marketing strategy and the consumer behavior, this paper discusses the situation of the new luxury market in China, and analyzes the trend in development of the same field.Based on the research of Chinese consumer group and the consumer motivation of new luxuries, the paper proposes a model, based on which, a Chinese new luxury marketing strategy model is created according to the analysis of consumer behavior. At the end of this paper, based on the model the paper proposes, it takes the Italian Brand Fullspot as an example to figure out the Chinese marketing strategy of Fullspot.