Conference: China luxury & pack

luxury doesn t really exist in china – more a culture of bling bling

1. Luxury:

Latest trend:
- People buy without know what it meant
- Hermes knows a grow very fast in China
- Cosmetic: easy to put luxury in it with a small investment
- Jewel: in china’s culture – very traditional

Most of the expenses are done for gift

Personal purchase = make a status

Important of product window display; it s the first place to see products – shop is the
brand access for the customer
Chinese are curious, they want to know how purchase / wear luxury products

2. Portrait of consumers

Magnate:
+35 years old, no education but great sense of business
Confucianism left
Want rare/transmitting value/famous/super quality

White collar:
25-40
they want quality/statutory/classic & elegant brand : but want Chinese brand because they
are very proud of china.
Consume a lot/middle class
Two type
- Golden boy/girls
- Bobo white collar (they want good life more sophisticate, they know what they
choose)

3. Four categories of luxury

Dream of luxury > luxury show > art of living luxury > absolute luxury

The Dao luxury in Chinese is a process to rediscover the real process.

 1. Heritage

A rich past in container making

In China the packaging need to be beautiful and functional
Essential: written characters / lac / golden / red
Main colors: white / red / black / yellow
Magic figures: paired figures are lucky and joyful

Gesture of gift:
Gift for festival
Gift for politness

Packaging in & out

Cocooned interior: the product need to be in the middle of the pack
Two main expression: the pack mistery / the pack “that talk”

2. Panorama

Expression of an archetype: reinvent the pas, rephrase it / need modernity in form and
china sense of detail

3. Reconnection pureness

Identity of brands: global strategy: keep one pack for the world – strong identity with
identifiable code.

Tea is coming back, tea ceremony

4. Art of living, the new luxury

Young are looking for china brand

Shang Xia: the transmission of know how of china

Luxury and environement

- Great ecologic awarness
- Neo pack (won jae lee)

Packaging is the way to recognize the brand

Packaging = subtile, discrete
Conference: Multi Faceted Chinese market

Consumer profile

Mao Zetong
40 – 60 years old
Active women: powerful: looking for good product / tv is the main media

Moonlight
Trendsetter
Look for the images
Internet is the key media
Group purchasing
A lot of blogs & beauty website
Impulsive
Limited edition, collector
Self gratification
Very oriented toward icone & model

Younger generation
Is a daring generation
Wanna be famous
They want to be on TV
Material girls (they looking for money)
They say directly what they want
They want to be center of attention
But they are on pressure because they need to be successful