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How to target Chinese luxury consumers
Fashion in Macau

Date:13/11/2012
Students name: Emma Ling Monica Anni

Content Content 2 Introduction 2 1.Market 3 A. Market Size 3 B. Region Size 5 C. Consumption 6 D. Distribution 7 a. The real stores 7 b.The online malls 8 E. Communication 10 a.Why we take point-to-point communication 11 b.When to start point-to-point communication 11 c.How to start point-to-point communication 12 2、Main Players 12 A. Brand summary 12 B. Rank 13 C. Brand development 14 3、Consumer Behavior 15 A. The purpose of consumption 15 B. Region Potential 15 4、Market Segmentation 17 A. Geographic Segmentation 17 B. Demographic Segmentation 17 C. Sociocultural Segmentation 18 5.About Destination Macau 19 Conclusion 21 Sources 22 Appendix 23

Introduction
Our group chose fashion as our topic in many luxury category, because we as constumers are concerned about fashion in luxury segment, and the most powerful global luxury goods group is also about fashion. (see “2,Main Players”P12).The most important is that Chinese consumers may most concerned about fashion in luxury segment.Because luxury segment always lead the fashion,so that they can put their new products on the sale.

We chose Macau as the analysis city because as one of the special administrative regions of China, Macau has its unique policy and economic model(see Appendix). And because the area is small, it’s easy to statistics data, which can do a model and example for many inland cities.

With the development of China's economy and the globalization,Chinese people especially the Macau are earning more and more money(See Market Segmentation P16),it’s enough for them to have a good living .So they want to have a better life,which has a better quality,like luxury bag,can satisfy them,and help them

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