Michel Chevalier & Pierre Xiao Lu; John Wiley & Sons: 300 pp., $29.95
As China's economy surges ahead, the growing urban-affluent segment of its society is an immense draw for luxury goods providers worldwide. China is currently the world's third largest consumer of luxury goods, next to Japan and the United States.
``Luxury China: Market Opportunities and Potential'' hones in on the prospects for luxury brands in the country, and provides insight on this luxury market and gives advice on how to best exploit its tremendous potential.
This comprehensive and practical guide addresses key issues such as the size of the Chinese luxury market, consumer behavior and preferences, and critical on-the-ground issues such as market entrance strategies, elective retailing, successful communication and advertising strategies among others.
Illustrated with concrete business cases in different product categories such as high fashion, leather goods, watches, spirits and wines, decoration and tableware, this book analyzes the current market and its evolution in the future. It will also serve as a detailed benchmark for marketers and managers to check against their current situation and devise their next steps for market expansion.
-Chung Ah-young