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.

Hello, I’m Everlyne Yu, founder and CEO of Uengager and WPBeijing Marketing Studio 2003.

I have a wealth of knowledge and experience in the China market and have been privileged to work with many international clients, such as VW and their release of their Bora and the extremely successful CC as well as a long term, ongoing relationship with Sodexo.

Selected Clients

I am happy to chat and discuss any questions, no matter how small or trivial you may think. Probably someone has already asked the same question- many times!

In China Marketing- there is no such thing as a silly question.

To see how your brand can flourish in China, please talk to Everlyne now, or understand more about me.

Ev Yu
Everlyne Yu CEO Uengager

Published by Bicyu.com

Bicyu is a NZ registered, British owned MarTech business based in Beijing- the one in China. Yeah sort of a mongrel. We provide 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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