外文翻译中国奢侈品市场分析

外文翻译中国奢侈品市场分析
外文翻译
外文原文出处一
著者 Shu Jingjiang
题名 Luxury Marketing in China
资料来源中国对外贸易2008 13 5456
中国奢侈品市场
-市场规模
连续两位数的经济增长超过20年中国预计将成为这个词的第三大经济体据世界银行初步估计在2008年约占国内生产总值的27万亿人民币经济的快速发展鼓励消费者摆脱老一辈的储蓄文化中国现在是世界第三大奢侈品的消费者占全球销售的百分之十二根据一项世界领先的金融集团髙盛2004 年在中国消费的奢侈品不包括私人飞机和豪华游艇达到60亿美元占全球奢侈品消费的百分之十二它仅仅落后日本市场的41美国市场的17如果这种趋势每年保持了百分之十至百分之二十的市场份额到2015年中国可能超过美国以成为世界上第二大购买奢侈品当时的销售预计将超过150亿美元并且占百分之二十五的世界奢侈品市场
当然只有一小部分中国庞大的人口能够负担得起花费数千万元买一个包或一双鞋但许多专家认为中国可以成为一个巨大的豪华车市场的购买力相对较低的利率是因为它13亿巨大的人口而这些有着巨大的财富去购买奢侈品的人仍
然微薄并迅速的蔓延中国的富商正在迅速增长在1999年你只需要 600万美元就成为福布斯杂志评选的50个最富有的人之一而在2007年你不得不有8 2亿美元才能进入了前100名据报道在2007年我国13亿人口中中产阶级约250万人超过300000美国百万富翁方面的美元显示了潜在的著侈品零售的机会二目标客户的形象
豪华车市场在内地仍处于形成阶段随着中国消费者转向奢侈品作为一种手段奖励自己或作为自己的财富象征的广告这个市场的增长在世界上人口最多的国家可以提高亚洲占世界奢侈品销售的百分之六十年轻的一代已经从他们父母的储蓄文化转为一个新的理念享受今日生活他们已变得更加同步与全球趋势从互联网获得外国媒体增加自由旅行和经验与海外的教育特别是在过去五年里他们的消费能力已经大幅上升但是中国可能会被证明是完全不同于任何其他发展中国家的市场快速变化已经成为规范因此过去可能是一个穷人但能预测未来趋势
与豪华市场的西方世界中国的消费者有自己独特的特点典型的形象可概述如下
1 主要消费市场传统的商业精英
在我国传统的奢侈品购买者通常是男性并超过35个他们最有可能拥有一个高级职位与国内企业或政府机构他们消费奢侈品产品的时间比其他的细分市场更长他们的口味是在某些方面比其他奢侈品购物更先进他们有更多的购买奢侈品消费的经验和特殊豪华的产品并不必要如此突显他们为他们的钱要求更多的价值并选择不仅要放纵自己对他们的家人也同样如此
新的奢侈品购物者
现代豪华购物代表了一系列身份不同的客户包括企业家商界人士及名人促使他们这样的一部分是事实上他们是新富往往是他们的家庭中第一代在可以负担得起豪华的产品他们往往比传统的奢侈品消费者更年轻他们往往20至 40岁大大小于美国和欧洲他们通常是40到70之间今后一个乐观的看法这些相对年轻的中国消费者似乎不太关心节能的退休生活这是一个重大的影响他们的消费习惯他们倾向于购买最昂贵的项目他们能够负担得起适合他们今天的生活方式赋予妇女
今天妇女在我国已开始获得经济独立并达成他们用自己的钱消费奢侈品现在35岁以上年轻的中国妇女因为它们继续发展的社会和独立的经济取代了商人的主要购买奢侈品现代女性的豪华购物包括独立的商业女性名人和新富的妻子
2 消费特点品牌意识
许多中国人仍然无法鉴别和区分不同阶层的豪华车市场很大比例国家的大幵销往往只知道最流行的奢侈品牌
美的感知
中国妇女寻求更容易包容形式美感特点造成吸引力因此在广告中中国消费
者希望看到中国脸孔有一个真正的偶像外国名人也将钦佩中国的专门知识权力和地位
假冒商品
大部分中国新富希望真正的产品但作为一项规则中国的价格意识比日本更多并且年轻消费者都表现出愿意混合真正的廉价仿制品的产品奢侈品牌将希望被改变内地消费者在一段时间内会发生从而消除了接受任何东西除了真正的东西
购物乐趣
广场文化已抵达中国并购物正在成为越来越受欢迎的休闲活动i亚洲零售杂志预测到2020年中国将成为国内世界第7个10大购物中心日益普及的商场通过加强品牌意识和较高的期望应有助于增加市场规模的豪华产品旅行购物中国国民表现出强烈倾向于从国外购买高档产品有两个原因首先设计师的精品店购物在欧洲保证货物不伪造他们不能百分之百地相信在中国购物时美国一些商店其次高税和进口税意味着主要土地价格可高达西分之三十高于其他地方中国公民更多的旅行和更多的出国国外旅行继续限制取消中 IS游客已经成为一些主要买家来自欧洲著名的品牌法国旅游局认为中国游客已经比美国或其他欧洲国家游客花费更多的奢侈品增加市民的购买力海外中国消费者进一步加强了人民币升值和增加使人们可以容易购买
动机
为什么中国消费者购买奢侈品品牌向消费者承担的相似之处在其他国家但研究发现由TNS知觉地位和自我奖励是两个特别强烈刺激的中国人的因素在这些调查中购买奢侈品牌的态度绝大部分是积极的
因此在中国消费的奢侈品非常项目-驱动这意味着消费者寻求最新的样式或产品目前消费往往是侧重于个人的配件如化妆品香水手表小的饰品可以正当的回报这是不同于较为发达的市场消费者往往寻求豪华经验或产品更适合个人口咪
附外文原文
Luxury Marketing in China
一Market size
With continuous double-digit economic growth for over 20 years China is estimated to become the words third largest economy with a GDP of approximately RMB27 trillion in 2008according lo preliminary estimates by the World Bank The rapid economic development has encouraged consumers to move away from the savings culture of older generations China is now the worlds third largest consumer of luxury goods accounting for 12 percent of global salesaccording to one of the worlds leading financial groups Goldman Sachsthe consumption of luxury goods in China excluding private jets and luxury yachtsreached US6 billion in 2004 making up 12 percent of global consumption for luxury goods Its share of the luxury market only trails Japan with 41 percent and the U Sat 17 percent If ihis trend maintains a 10 percent to 20 percent share of the market each year
China could surpass the US to become the worlds second largest purchaser of luxury items by 2015 when sales are expected to exceed US15 billion and account for 25 percent of the worlds luxury goods market Of course only a tiny fraction of Chinas huge population can afford to spend thousands of RMB on a bag or a pair of shoes but many experts argue that China can become a huge luxury market with a comparatively low purchasing rate because of its huge population of 13 billionWhile those with the wealth to buy luxury goods are still spread extremely thinthe number of rich Chinese is growing quickly In 1999 you only neededUS6 million to be among For bes Magazines 50 richest people in Chinawhile in 2007 you had to have US820 million to make it into the top 100 In 2007 it was reported that out of Chinas 13 billion inhabitants there was a middle class of around 250 million people with over 300000 millionaires in terms of US Dollars demonstrating the potential of luxury goods retail opportunities
Target customers9 image
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The luxury market in the Chinese mainland is still in its formative stage As Chinese consumers turn toward luxury goods as a means of rewarding themselvesor as a symbol advertising their wealth growth of this market in the worlds most populous country could boost Asias share of world luxury sales to 60 percentThe younger generations have moved away from the savings culture of their parents with a new philosophy of enjoy life todayThey have become more in sync with global trends thanks the Internet accessibility of foreign mediaincreased freedom to travel and experiences with overseas education Especially over the last five yearsttheir spending power has jumped dramatically China may however prove to be quite unlike any other developing market Rapid change has become the normand as such the past may be a poor predictor of future trends Compared with the luxury markets of the western worldChinas consumers have their own unique characteristics The typical image of this group can be outlined as follows
1 key consumer segments ■The traditional business elite
In China the traditional luxury shopper is typically male and over 35They most likely hold a senior position with a domestic company or a government agency They have been consuming luxury products for a longer period than other segments of the marketand their tastes are in some respects more sophisticated than those of other luxury shoppers They have
more luxury experience and shop for niche luxury products which are not necessarily so conspicuous They demand more value for their money and choose not only to indulge themselves but also their family The new luxury shopper
Modern luxury shoppers represent a range Of different customers including entreprneurs business people and celebrities What sets them apart is the fact that they are newly rich very often the first generation in their family who can afford luxury productsand they tend to be younger than traditiona luxury shoppers They are often between 20 and 40 considerably younger than shoppers in the US and Europe that are usually between 40 and 70 With an optimistic view of the ftiture these relatively young Chinese comsumers seem to be less concerned about saving for their retirement This has a major effect on their spending habitsthey prefer buying the most expensive items they can affordthat suit their lifestyle today
Empowered women
Today women in China are starting to gaine conomic independence and are reaching a point where they have money of their own to spend on luxury products Young Chinese women are now replacing businessmen over 35 as the main purchasers of luxury goods as they continue to grow in social and economic independence The modern female luxury shopper ineludes the independent business womanthe celebrity and the newly rich wife
consumer characteristics ■Brand awareness
Many Chinese are still having trouble differentiating and distinguishing between the various strata of the luxury marketa large percent age of the countrys big
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spenders are often only aware of the most popular luxury brands Perception of beauty
Chinese women seek a more accessible in elusive form of beauty Features that cause an individual to stick out are generally not perceived as attainable or attractive Therefore in advertisingChinese shoppers prefer to see Chinese faces although a truly iconic foreign celebrity will also work because Chinese admire expertise power and status Counterfeif goods
Most newly wealthy Chinese want authentic productsbut as a rule the Chinese are far more price-conscious than the Japanese and younger consumers have shown a willingness to mix cheap imitations with genuine products Luxury brands will be hoping that a change in the attitudes of mainland shoppers will occur over time eliminating the acceptance of any thing but the genuine article
Shopping for pleasure
Mall culturehas arrived in China and shopping is becoming an increasingly popular leisure activity Retail Asia magazine predicts that by 2020 China will be home to seven of the worlds ten largest malls The growing popularity of shopping malls should help to increase the market size for luxury productsthrough strengthened brand awareness and higher aspirations
Travel purchases
Chines enational shave shown a strong preference for purchasing luxury products from abroad for two reasons First shopping at designer boutiques in Europe guarantees that the goods are not counterfeit some thing they cannot be 100 percent sure of when shopping at some stores in China Secondly higher taxes and import duties mean that mainland prices can be as much as 30 percent higher than else where Chinese citizens are traveling more and spending more abroad as travel restrictions continue to be lifted Chinese tourists have become some of the main buyers of prestigious brands from Europe The French Tourist Board found that Chinese travelers are already spending more on luxury goods than visitors from the USor other European countries The increase in the spending power of Chinese consumers overseas has been further strengthened by the appreciation of RMB and the increased ease with which people can make purchases
Motivation
The reasons why Chinese consumers purchase luxury brands bear similarities to consumers in other countries but research by TNS found that perceived status and self -reward were two particularly strong motivators in China Among those surveyed attitudes towards luxury brands were over whelmingly positive
Therefore in China consumption of luxury goods is very much
item-drivenmeaning consumers search for the latest style or products Presently consumption tends to befocused on personal accessoriessuch as cosmetics perliime and walchcs-smaller items that can be justi-fled as rewards This is different from more developed markets where consumers tend to seek luxury experiences or products that are tailored more to their personal tastes
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外文原文出处二
著者Linqi Gao
题名The luxury brand marketing strategy 资料来源美中经济评论2006 7 8385
中国奢侈品市场营销战略
面临新进入中国的豪华车市场iE在加紧市场已变得更加拥挤表明越来越多的豪华品牌所承认的中国消费者然而这些主耍消费者几乎有一半的人前往香港或其他海外地点奢侈品的价格往往是百分之二十到三十较低主要是由于缺乏我国僵硬的进口税根据奢侈品类百分之五十的销售在香港的豪华品牌店铺以中国的国民居多这是对零售商的一个重大挑战一些品牌如菲拉格慕登菩路或雨果博斯大陆开设的商店专营并有大型金融股份使这些商店取得成功以便找到更多的合作伙伴并继续增长除其他好处外能够创造利润增长薄中奢侈品零售商将有助于吸引和留住最优秀的人才亏损意味着他们将不太可能提供有竞争力的薪金和奖励并提供充分的机会及他们的专业工作人员
一些中国主耍的土地的最积极的奢侈品零售商正致力于在H内建立销售重点放在启动器奢侈品江苏的方式之一例如商店在上海的高档购物中心恒隆广场的功能有多种选择性较昂贵的宝石饰品移动电话的案件皮革钥匙持有人或太阳镜以及入门级的手表对这些更便宜的东西与香港价格差异小不值得额外的旅行费用和麻烦这ffi饰品也将重点针对中国的中产阶层消费者对奢侈品牌的渴望和目标使他们成为常客
这些新的竞争者最重要的营销策略是品牌品牌定位是奢侈品具有独特的价
值有针对性的一部分这是有关这一立场沟通与信息和媒体引起强烈感情和经济的反应品牌建设在中国需要耐心持续的投资和强有力的分布在其他市场即使古奇它在中国经营了十年最近指出它的大陆业务仅盈利为三年精明的消费者特别楚利基品牌将需要努力工作当然不能承担他们将立即予以承认奢侈品牌包括手表时装香水化妆品珠宝首饰汽车及烈酒需要一个非常强大的国际存在在中国才可以建立自己的迄今为止最成功的产品在我国是那些已经建立强大的品牌在世界各地如路易威登范思哲乔治阿玛尼兰蔻施华洛世奇卡地亚蒂凡尼等等看我国任何品牌的成功的奢侈品市场应把重点放在三个关键战略
收取高价格
对于奢侈品在中国市场的价格不是一个障碍而收费的最高价格在某一类甚至可以菜豆优势传达讯息最昂贵的是最好的个关键的事实或
消费者的奢侈品购买
品牌必须是国际的
现在的_际品牌在中国具有巨大的吸引力是主要驱动力背后购买的奢侈
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品中国消费者希望被看作是国际和希望看到使用同一品牌与国际同行他们不喜欢国际品牌的本地化太多
3 不要只着眼于个人高净值
甚至中产阶级中会节省资金以支付一定的髙价物品成功的营销努力将决定谁的客户数量可以撤出中等收入者这不是一个成熟的市场使其成为重要的是抓大的份额今天尽可能建立品牌的忠诚度使这些客户增长品牌的未来附外文原文
The luxury brand marketing strategy
Challenges facing new entrants into Chinas luxury market are intensifvingthe market has become more crowded indicated by the rising number of luxury brands recognized by Chinese consumers However of those mainland shoppersalmost half of them head to Hong Kong or other overseas locations where the prices for luxury goods tend to be 20 percent to 30 percent lower largely due to the absence of Chinas stiff import tax Depending on the luxury category up tO 50 percent of sales in HongKongs luxury-brand outletsare made to Chinese nationalsthis represents a significant challenge to retailers Several brands like Ferragamo Dunhill or Hugo Boss have opened mainland stores with franchiseesand have a big financial stake in making these stores succeed in order to find more partners and continue growth Among other benefitscreating profitable growth in China will help luxury retailers attract and retain the best
talent Losing money means theyll be less likely to offer competitive salaries and incentivesand provide adequate professional opportunities to their staff
Some of main land Chinas most aggressive luxury retailers are working to build up sales at home Focusing onstarterluxury items is one approach For example the stores at Shanghais upscale Plaza 66 shopping center feature a wides election of smallless-expensive accessories like jeweled mobile phone cases leather key holders or sun glasses as well as entry-level watches The price difference with Hong Kong on these more afford able items is smalland not worth the extra travel cost and hassle These items will also focus on introducing Chinas middle-class 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 communicating that position with messages and media that evoke a strong emotional and economic response Brand-building in China requires patience sustained investment and strong distribution as in other markets Even Gucciwhich has operated in China for a decade recently stated that its mainland operations have only been profitable for three years Consumers are savvyNiche brands especially will need to work hard and certainly cannot assume that they will be immediately recognizedLuxury brands-including
watchesfashion
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apparelperliimes cosmetics jewelryautomobiles and premium spiritsrequire an extremely strong international presence before they can establish themselves in ChinaSo far the most successful products in China are those that have already built strong brands around the world such as Louis Vuitton VersaceChannel Giorgio Armani Lancome SwarovskiCartier 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 communicating the message thatthe most expensive is the best一a key fact or for consumers luxury purchases
the brand must be inlernalional
The status of international brands in China has enormous appealand is 狂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
Do not focus only on high net worth individuals
Even middle-class 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 middle-income bracket Its 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。