OUR ENTRY: Introduction to the blog post assignment #3
Not only China became the first economic but it is about to pass France and Japan to become the second luxury market. The country has a growth of 13.9% every year since 2008, for luxury shoes.
Chinese consumers don't especially look for style or design but they can recognize good luxury brands and they have the willing to pay the price, no matter how high it is. By buying luxury goods, they want to reward themselves and to treat themselves well.
Shanghai is the second mainland Chinese city with the most millionaire and also with the most luxury stores.
We chose to enter the Chinese market because:
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Logistics reasons: Shanghai logistics platform;
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The big presence of foreigners from who locals are influenced;
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The fact that there is clearly a potential market for Manolo Blahnik shoes according to our result.
Moreover, the recognition of branded products is a growing trend within China. Wearing brands is a way for Chinese consumers to emancipate themselves from others by showing how classy and sophisticated they can be.
We welcome you to view our final plan for Manolo Blahnik to enter the Chinese market:
Brand Positioning in the Chinese Market
