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Elite China: Luxury Consumer Behavior in China

ISBN: 978-0-470-82267-8
320 pages
August 2008
Elite China: Luxury Consumer Behavior in China (0470822678) cover image
A ground-breaking exploration of the Chinese elite's consumption of luxury products and their attitudes toward luxury goods. Elite China identifies the Chinese luxury product consumers and the characteristics of their luxury consumption, explains the implications for luxury firms and marketers and most importantly, spells out strategies for international luxury brands and Chinese luxury brands to succeed in Chinese market.
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Acknowledgments ix

Foreword xi

Introduction: Understand China's Elite, Understand China's Future xiii

Chapter 1: Luxury Consumption and China's Elite 1

Chapter 2: The Confused Concept of "Luxury" 19

Chapter 3: Consumer Value Systems in 21st-Century China 31

Chapter 4: A Typology of Chinese Luxury Consumers 69

Chapter 5: Habits, Lifestyles, Locations 99

Chapter 6: Opportunities for Chinese Luxury Brands 141

Conclusion 179

Appendix 195

Index 203

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Pierre Xiao Lu is an Assistant Professor of Marketing at Fudan University's School of Management in Shanghai and the LVMH Chair Visiting Professor of Marketing at ESSEC Paris-Singapore. He also consults for many multinational luxury firms, such as Lacoste S.A., LVMH and PPR-Gucci.
Professor Lu specializes in luxury consumer behavior in China and luxury brand management in Asia. After working for several years at ESSEC's luxury industry research center, he received his Ph.D. from ESSEC Business School Paris. He has published a number of articles on the luxury industry and Chinese luxury consumers in professional and academic journals, such as AMA, AFM, Comite Colbert, Harvard Business Review China and Financial Times China.
The book Luxury Brand Management: A World of Privilege (John Wiley & Sons (Asia) Pte Ltd., 2008) was translated by Professor Lu into Chinese (Shanghai People's Publishing house).
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