La tendance shopping: Paris détrône Hong Kong à la première destination où les Chinois achètent des produits de luxe - 12/04

Ce mardi 12 avril 2016, Karine Vergniol vous présente la nouvelle tendance shopping.

Cette semaine, focus sur les tendances de consommation de produits de luxe des Chinois.

Avec: Olivier Abtan, directeur associé et responsable mondial de l'expertise Luxe au BCG. Philippe Jourdan, associé de Promise Consulting, expert en études marketing et conseiller des grandes marques de luxe. Et Jing Yang, fondateur de Bonjour Brand. - Goûts de Luxe Paris, présenté par Karine Vergniol, sur BFM Business.

Amongst the countries with the most billionaires is China, ranked 2^nd, according to data from Forbes (2016). There are around 251 billionaires in Greater China, 63 in Hong Kong and 25 in Taiwan. With twice more and ranking 1^st is the USA with approximately 540 billionaires and, behind China, Germany with 120 of them.

Chinese billionaires’ industries goes from real estate to online gaming and are mostly real estate or technology driven, which is not surprising considering the fact that China is the country with the most Internet and smartphones users. China also produces several self-made billionaires and amongst the youngest in the world.

Source :  Forbes, 2016

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April 7, 2016 from Jing Daily

A new ad campaign by luxury cosmetics brand SK-II addresses a social issue in China that doesn’t usually receive much attention in the country’s commercial scene: the plight of sheng nu, or “leftover women.”

If one wasn’t aware of how twenty-something single women are traditionally viewed by their parents’ generation in China, the start of the four-minute-long video ad strikingly makes it clear. It begins by juxtaposing a montage of photographs of young girls with audio phrases from their parents, such as, “I won’t die in peace unless you are married,” “Don’t be so free willed,” and “You’re too picky.”

Chinese women are put under an incredible amount of social pressure to get married, so much so that businesses pop up around Chinese New Year that give single women (and men) the opportunity to rent a boyfriend or girlfriend to fool and appease their family over the holidays. The term sheng nu is a derogatory one used for those who haven’t found a husband by their mid to late twenties.

For the women featured in the film, this term brings on feelings of guilt. “Not getting married is a sign of disrespect,” says one woman before tearfully apologizing to the camera for disappointing her family.

Then, in an emotional turn of events, the women head to the Marriage Market in Shanghai, where parents normally go to browse the “resumes” of potential suitors for their daughters. This time, however, the women would be the ones delivering a message to their parents.

The parents find beautiful photos of the women at the market, each paired with statements of confidence like, “I don’t want to get married just for the sake of marriage. I won’t live happily that way.”

This touching film, produced by Swedish ad agency Forsman & Bodenfors, is the latest installment of SK-II’s global #changedestiny campaign, which encourages women to “change their DNA” to take control of their future. SK-II’s website has additional short films that show women having courage to change their DNA, including one starring Chinese actress Tang Wei and another featuring Chief Strategy Officer for Ebay Greater China Vvivi Hu.

In the case of the sheng nu campaign, the confident subjects behind #changedestiny speaks volumes to affluent Chinese women. A 2014 report by Grant Thornton International showed that about 63 percent of Chinese businesses have female CFOs, and women are going to great lengths to have their own eggs frozen so that they can put things like having children—and marriage—second to their successful careers.

So far, the “Marriage Market Takeover” Youtube video has more than 250,000 hits after two days of being released, and its WeChat post is quickly catching up with more than 100,000 pageviews and a growing number of comments of encouragement from supportive fans.

Credits:

Brand Director: Kylene Campos
Art Direction: Sophia Lindholm and Karina Ullensvang
Director: Floyd Russ
Digital Producer: Peter Gaudiano
Film Editor: Cut + Run
Production: Tool of North America
Producer: Alexander Blidner

[READ THE FULL ARTICLE IN JING DAILY]

Shopping is one of the main reason of travelling for wealthy Chinese consumers. Luxury goods bought overseas are either purchased for personal use, either for gifting, even though the latter is not as popular as it was two years ago, declining for 30% in two years. As a matter of fact, according to a survey by Hurun (2015), 82% of “super travelers” are shopping on their behalf.

Xi Jinping’s anti-corruption policies had a negative impact on the luxury goods market in China, which is why gifting products from brands of high value that were used as bribes aren’t as common as they were before. Since it is strictly forbidden and is applied inside China, wealthy Chinese consumers are now shopping abroad especially for personal use.

Source: Hurun Report - Financial Times

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This number stands for the total sum of Monthly Active Users (MAU) on the instant messaging software created by Tencent. QQ is the most used social media in China and the third most used in the world, behind Facebook (1.59 billion MAU) and WhatsApp (1 billion MAU). It also holds the title of “Most Simultaneous Users” in the Guinness World Record with 210 million users at the same time (3^rd of July 2014 at 12:52 pm).

This platform is both in international and Chinese versions and owns a plethora of features such as the possibility to read email, to play games, to read books, to do shopping, to call someone on voice chat, to write blogs, etc. It is also worthy to note that these features are of use to brands and, also, luxury brands: According to the South China Morning Post quoting Andrew Taylor (co-founder of Juwai.com), customers looking for luxury products will tend to use QQ instant messaging system to call the brands.

Source : Tencent - South China Morning Post

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Source : Jing Daily, March, 31- The Luxury Business in China

Luxury brands including Fendi, Dior, and Marc Jacobs may not have official shops on Tmall, but China’s fashionistas can now easily find them on the platform’s newly launched “Luxury Channel” created in partnership with flash sales site Mei.com.

Yesterday, the two companies held a star-studded, high-tech runway extravaganza in Shanghai to promote the new channel. Celebrities on hand for the festivities included reality star and socialite Olivia Palermo and singer Li Yuchun (Chris Lee), and the event was live-streamed on Tmall and Youku. Users watching online had the opportunity to purchase any of the 42 looks from the new platform in real time. Selected from 80 designers featured on Mei.com, the looks included brands such as Karl Lagerfeld and Moschino, with one styled by Olivia Palermo featuring pieces by Saint Laurent and Chloe. In order to capture viewers’ attention, the show also hosted a singing performance by pop star Tia Ray, while actor Yilun Sheng walked the runway in one of the outfits.

The new launch comes after Alibaba’s July 2015 investment of more than $100 million, and will feature flash sales managed by Mei.com directly on Tmall with brands that have opted to be on the platform. According to Mei.com CEO Thibault Villet, the presence on Tmall will help the flash sales company expand its customer base to consumers from lower-tier cities as well as “further expand access to technology” through Alibaba. Mei.com previously opened its own Tmall shop in December 2015.

“Currently most of our customers are Tier 1 and Tier 2 customers,” says Villet, “and here with this channel, we will be able to enlarge our reach to Tier 2 and Tier 3 customers.” He also says the channel will be targeted at younger consumers with an emphasis on more contemporary brands in Mei.com’s portfolio, with the same price points that are featured on Mei.com.

Meanwhile, the new platform dramatically expands the presence of major international luxury brands on Tmall as the site works to attract premium and international labels and fight an image of counterfeits being rampant on the site. “We’re very strongly positioned to be the gateway between luxury fashion designers and Tmall,” says Villet. The Tmall and Mei.com joint press conference for the launch emphasized the presence of international brands such as Burberry on Tmall, discussing how Burberry has pursued a “seamless experience online and offline” by matching its in-store and online prices.

Edoardo Tocco, the regional director for China at TOD’S Group, which owns Roger Vivier, TOD’S, and Hogan, was on hand to discuss why he believes the new platform will benefit his company’s brands. “Consumers in China are driven by pragmatism, convenience, and value for money,” he says. “These three key drivers are those that we should always put in the back of our minds.”

According to him, “In China, e-commerce is getting to be one of the most important channels.” This is a good thing for brands, in his opinion, because, “in the digital world, you can actually be very smart about managing in-season and off-season products with different strategies,” he states, noting that “e-commerce should be completely integrated upstream and downstream with your other channels,” in terms of product launch, availability, and logistics.

In addition to flash sales, the new platform will also soon include a cross-border component that leverages Tmall Global, says Villet. This will feature items at full international prices shipped from abroad, and is being created in response to a 10,000-customer survey by Mei.com that showed high demand for the service. Mei.com will launch a cross-border sales platform on its own site, featuring smaller niche brands from places including the United States and the UK. “We’re leveraging Tmall Global as a first point of entrance and later this summer we will have a second point of entry directly on Mei.com,” he says. He notes the importance of adding cross-border sales as the demand for international goods is “a growing trend” that is being “encouraged by the government” through new special e-commerce import zones. 

Mobile technology also remains key to sales on the platform. “The business we do is now more and more apps-driven,” says Villet, who notes that 80 percent of Mei.com’s sales are now through mobile apps as of last month. Mei.com has recently been embracing mobile-focused content-driven marketing with a newly launched content channel that publishes “Mei Magazine” featuring editorial content focusing on trends and information.

Mei.com expects these efforts to significantly expand its user base. The site currently has around 7 million members, and projects that this will grow to 10 million by the end of 2016.

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