Why do Luxury Brands Find Success or Failure in China?

mac-cosmetics-china-localise-luxury-crossover-collaboration


We are sharing this topic and pretty much entire article from The Luxury Conversation because on the topic of LOCALISATION in China- and others- we’re aligned in our beliefs.
We have been content to sum it up with; “Well, China is not one huge 1.4 million market.”
This article takes it several steps further.

The Luxury Conversation spoke to Lee Folland, Head of Research at Shanghai-based strategy and communications agency Gusto Luxe. Lee shared a few insights from a recent localisation project that revolved around how Chinese naming, messaging and assets, brand tone, collaborations and positioning USP are underpinned by a research-based strategy.

So, we are sharing this because we receive some form of referral payment, yes?
Not even close – pun intended.
The Luxury Conversation is based in Shanghai, we, Beijing, so we can’t even share a pot of tea.

Why then?

Luxury is arguably one of the most competitive niches, even more so in China. And, if you needed us to tell you that you really shouldn’t be thinking about it. Subsequently, if you are in or thinking about the China lux market you need the very best support and people money can buy.

We just happen to believe that the Luxury Conversation is one of those.
End of story.
Furthermore, just as Aim2D is part of the Bicyu Collective The Luxury Conversation is part of Gusto Luxe, integrated marketing solutions for global luxury lifestyle brands. A perfect combination, like strawberries and cream, roast beef and Yorkshire pud and Aim2d Bicyu.

Oh, and the answer to our headline question.
Localisation.
Easier said than done in China.
Read more here, with some nice examples.

About Bicyu

In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bicyu / Aim2D. She began Uengager, a company focused on customer engagement, as a SaaS MarTech company in 2017.

Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.

Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squid to local Chinese firms such as Midea, and OK Order.

Bicyu client logo bar
A selection of Bicyu clients since 2003

Hello, Nihao, I’m Everlyne.

Everlyne Yu-
Everlyne Yu

I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.

PRESS TO CALL ME NOW

Contact Everlyne

Published by The Bic

Bicyu is a NZ registered, British owned MarTech business based in Beijing providing marketing, tech, education and information services to European, NZ, Australian, UK, African, and Asian firms doing business in China. We work with local ones too. We've been here doing this since 2003. We also incorporate Aim2D and Uengager in our small brand list.

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