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在欧洲“反奢侈品”思潮成为时尚之时,中国消费者才刚刚将奢侈品消费视为一种时尚,法国的香水,意大利的服装,德国的汽车,瑞士的钟表……这些奢侈的消费概念成为中国消费者津津乐道的话题,并极力追捧。全球四大会计师事务所之一的安永会计师事务所2005年9月在上海发布研究报告预测,未来几年,中国的奢侈品销售将以年均10%～20%的速度增长,到2015年,中国将取代美国成为世界第二大奢侈品消费国。届时,中国奢侈品市场的年销售额将超过115亿美元,约占全球奢侈品消费总量的29%。面对如此庞大的市场,全球各大奢侈品品牌纷纷怀着满腔热忱和雄心壮志杀入中国市场。但是中国市场独特的消费文化对于奢侈品行业的跨国公司来说,也是不小的考验。套用在欧美的营销方式,并不一定能感动中国”,只有契合中国人文化观念和消费心理的营销方式,才能成为市场的制胜法宝。也许是基于这一点考虑,大多数奢侈品品牌销售未动,公关先行,主要通过公关公司进入中国市场,奢侈品行业因此成为专业公共关系公司新的增长点。为此,本刊特邀三位具有丰富的奢侈品营销和传播经验的专业人士,就奢侈品公关这一话题展开交流。
In Europe, when the trend of “anti-luxury” became fashionable, Chinese consumers have just regarded the consumption of luxury goods as a fashion, French perfume, Italian clothing, German cars and Swiss watches ... These luxury consumption concepts Become a talk of Chinese consumers relish, and strongly sought after. Ernst & Young, one of the world’s top four accounting firms, released a research report in Shanghai in September 2005, predicting that sales of luxury goods in China will grow at an annual average rate of 10% to 20% in the next few years. By 2015, China will replace the United States as the world’s second-largest consumer of luxury goods. By then, China’s luxury goods market with annual sales of more than 11.5 billion US dollars, accounting for about 29% of the total global consumption of luxury goods. In the face of such a huge market, the world’s major luxury brands have filled with enthusiasm and ambition to reach the Chinese market. But the unique consumer culture in the Chinese market is no small test for multinationals in the luxury goods industry. Applying the marketing methods in Europe and the United States does not necessarily affect China, "and only in line with the concept of Chinese culture and consumer psychology of marketing, in order to become the magic weapon to win the market.Perhaps based on this consideration, the majority of luxury brand sales are not moving , PR first, mainly through the public relations firm to enter the Chinese market, the luxury goods industry has thus become a new growth point of professional public relations firm.Therefore, the magazine invited three rich luxury goods marketing and dissemination of experience professionals, on the luxury Product public relations to exchange this topic.