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Elite China: Luxury Consumer Behavior in China | 
 enlarge | Author: Pierre Xiao Lu
Publisher: Wiley
Category: Book
List Price: $29.95
Buy New: $16.00
You Save: $13.95 (47%)
New (35) Used (9) from $14.29
Rating:  1 reviews
Sales Rank: 351089
Media: Paperback
Pages: 320
Number Of Items: 1
Shipping Weight (lbs): 0.8
Dimensions (in): 8.9 x 6 x 0.8
ISBN: 0470822678
Dewey Decimal Number: 658
EAN: 9780470822678
ASIN: 0470822678
Publication Date: August 29, 2008
Availability: Usually ships in 1-2 business days
Condition: Brand new
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Product Description
A ground-breaking exploration of the Chinese elite's consumption of luxury products and their attitudes toward luxury goods. Elite China identifies the Chinese luxury product consumers and the characteristics of their luxury consumption, explains the implications for luxury firms and marketers and most importantly, spells out strategies for international luxury brands and Chinese luxury brands to succeed in Chinese market.
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| Customer Reviews:
Unmatched Insight for China Marketers November 20, 2008
Joshua Campbell (Shanghai, China)
I am very pleased but surprised to be the first person to review this excellent book. Elite China is not only essential reading for the luxury marketer in The Middle Kingdom, but for China marketers specializing in any industry. Author Pierre Xiao Lu combines unique insight with research-based findings. Some aspects I would like to highlight that I feel the author covers better than any China-related business book I have read include:
- Demographic names, breakdowns and characteristics of all Chinese consumers born since 1949, including defining the actual size of each market and famous Chinese stars that epitomize that group.
- The most significant dynasties (Qin, Han, Tang, Ming etc.) and their specific influence on the culture and thinking of Chinese consumers, each broken down into an easily digestible half page. This section is also particularly useful for Western marketers that need to have at least a minimal understanding of Chinese culture and history. I would argue that understanding the culture and history is key to success in China and this section of Pierre Xiao Lu's book is a great start.
- Demographic information and regional differences between the most significant Chinese cities for marketers (Shanghai, Beijing, Guangzhou, Chengdu etc.), particularly written in terms of luxury consumption habits, but also delving deeper.
- China luxury consumer group names and classifications, broken down into four key groups.
- China's storied history of luxury consumption that has been stymied for the past 150 years due to a variety of influences including Confucius and other philosophies / religions, colonialism by Western powers, the Cultural Revolution etc.
- Opportunities and strategies for both multinational luxury brands active in China, as well as providing a way forward for home-grown Chinese luxury brands.
China's rapidly expanding luxury market presents unmatched opportunities as it continues to grow and expand. I highly recommend Pierre Xiao Lu's work to achieve a better understanding of the implications.
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