Luxury the Chinese Way New Competitive Scenario
China's love for luxury is not a phenomenon brought on by the contemporary luxury market, but has been a part of Chinese culture and history for generations. The Chinese luxury industry is again re-emerging along modern cultural and socio-economic context
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Luxury the Chinese Way New Competitive Scenarios Serena Rovai La Rochelle Business School, France
LUXURY THE CHINESE WAY : NEW COMPETITVE SCENARIOS © Serena Rovai 2016 Softcover reprint of the hardcover 1st edition 2016 978-1-137-53773-7
All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission. In accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6–10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. First published 2016 by PALGRAVE MACMILLAN The author has asserted her right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire, RG21 6XS. Palgrave Macmillan in the US is a division of Nature America, Inc., One New York Plaza, Suite 4500, New York, NY 10004-1562. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. ISBN 978–1–349–71123–9 E-PDF ISBN: 978–1–137–53775–1 DOI: 10.1057/9781137537751 Distribution in the UK, Europe and the rest of the world is by Palgrave Macmillan®, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. A catalog record for this book is available from the Library of Congress. A catalogue record for the book is available from the British Library.
To Matilde. For her unique gift for understanding when East meets West.
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Contents
Prologue
ix
Preface
xi
Acknowledgements
xiii
Introduction
1
Part I The Luxury Industry and the Chinese Sociocultural Context in Transition 1 The Birth of Luxury in China and Trends since Imperial Times
15
2 The Impact of Cultural Values and Habits on the Luxury Market
26
3 Chinese Institutional and Legal Barriers to the Development of a Luxury Industry
38
4 The Chinese Aesthetic and the New Creative Movement from East to West
49
Part II Chinese Customers – Insights into the New Chinese Luxury Experience 5 The Impact of Geographical Expansion and New Urban Dynamics on Client Segmentation
63
6 One-, Two-, and Multiple-Segment Chinese Luxury Clients and the Rise of the Middle Class
74
7 Digital Innovation and Its Key Role in Chinese Luxury Consumption
86
8 The Chinese Luxury Client: Current Profile and New Attitudes
98
vii
viii Contents
Part III The Emergence of the Creative Phase – From International to Chinese Brands 9 Luxury Tourism: The New Shopping Perspective
113
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