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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2012-8-30,#,Charting a Future for Hengdeli,Market overview,Chinas luxury marketthe fundamentals remain positive,The wealth as well as the base of luxury goods consumers are rapidly growing,“The,number,of mainstream luxury goods consumers is,expected to grow at,25%,per annum from 2010 to 2015.,Source:World Luxury Association,Awareness of luxury watches has increased significantly,Please name up to 3 brands of luxury watches.,Source:Mckinsey Co.,Which item do you recognize as luxury goods?,Source:,HCR,%,CAGR,Percentage of recognition,Average number of brands,Source:NBS,World Banks,f,orecast for Chinas GDP growth,Down by 0.2%,to 8.2%,04/18/2012,2009,2010,2011,2012,Up by 0.8%,to 9.5%,03/17/2010,U,p by 0.6%,to 9.3%,04/28/2011,Down by 1%,to 6.5%,03/19/2009,Economic growth has negligible wealth effect.It is all about expectations,We are witnessing gloomy expectations similar to that in 2009,Watches are particularly susceptible to gloomy expectations,Uncertainty in itself hurts expectation,Highlights,Chinas luxury marketbut the growth is set to slow,2009,2010,2011E,12,45,40,20,30,3,0,17,22,25,Chinas luxury market by product category,Source:Bain Co.,Market overview,Percentage of market growth,ExchangeGifting,Investment,Consumption,Why are,luxury watches,desired?,Watch,Replaced,As timing apparatus,Luxury,Personal Pleasure,Social Image,Indulgence,Reward,Distinctiveness,Recognition,We reach 4 market segments by demand,Reward,Distinctiveness,Recognition,I,ndulgence,Experience,Fashion,Success,Innovation,Market Segmentation,Reward,Distinctiveness,Recognition,I,ndulgence,The,wealthy,Young,mobile,Service,sensitive,Tenured luxury,consumers,Experience Buyers,Young,fashionable,Sophisticated,heavy user of Internet,Price,sensitive,Fashion Buyers,Upper middle class,Typically live in tier 2/3 cities,Price conscious,New luxury consumers,Up trading,Success Buyers,High-income professional,Technology driven,Prefer new function to new style,Innovation Buyers,Experience and Success Buyers are key drivers for market growth,Market Segmentation,Exclusivity,distinctive taste and joyful experience are crucial,The,wealthy,Young,mobile,rich overseas experience,Self-employed or corporate executives,Buy for,indulgence,and,to feel unique,Service,sensitive,Tenured,luxury consumers,Brand name alone is,insignificant,Consumers,of,high-end,product,Unique,I,ndulgence,Purchasing Behavior,Demographic Characteristics,E,xclusivity,distinct taste,and,joyful experience,are crucial to this segment,Highlights,Elegant,which serves this customer segment,faces intensified competition,Within this segment,Elegant hardly differentiates itself from its competitors,Competition intensified in the high-end market,Segment Analysis,Number of stores,StrategyMore than Elegant,pricey-watch,retailer,exclusive-watch club,Joint promotions with suppliers,Establish customers community,Improve shopping environment,Sunings flagship store,Lan Club,VS,To serve experience buyers,Elegant should strive to transform itself to a exclusive-watch club,Highlights,Flagship stores certainly help,but they should not be bigger and flashier versions of Elegant,Experience buyers reward active customer relations management,MyBMWClub is BMWs official website in China to organize its owners.Club members are invited to salons and test drives,Experience Upgrade,Active CRM,Segment Analysis,Price and brand are key to success buyers,Upper middle class,Typically live in tier 2/3 cities,Junior government or corporate management,Buy for the sense of,achievement,and,social recognition,Price,conscious-fixed,budget,New,luxury consumers,Brand sensitive but not loyal-,up trading,Prefer,products with,Chinese elements,Purchasing Behavior,Demographic Characteristics,Social recognition,Achievement,Prime Time is cut out for this segment,Success Buyers are price conscious and tend to up-trade,Multi-brand retailers are preferred to mono-brand boutiques,Price,and,brand,are key to success buyers,Highlights,Chinas growing base of middle class consumers will boost this segment in the next 5 years,Prime time serves this segment well,and should be paid due attention,Segment Analysis,StrategyLand Grabbing,684,(33%),(67%),(37%),(63%),62,125,88,149,1108,The market segment is supply driven,Highlights,Hengdeli has demonstrated strong track record of expansion,There is still scope for further consolidation,especially in tier 2/3 cities,Hengdelis unique position as a wholesaler facilitates expansion through acquisition,New consumers are major contributors for market growth,Hengdeli,has grown through expansion,and there are still further consolidation opportunities,*Store number and revenue are normalized with results in 2008 being 1,Source:,Bain Co.,Segment Analysis,Market size,Highlights,Demand,for luxury watches as gifts,keep,s,increasing,Gift buyers typically have fixed budget,and purchase according to the budget,Within the budget,buyers stick to the most popular brands,Price conscious,ty