Chinese Drawings

China's growing segment of affluent consumers has been to attract luxury brands in the world since long. Gucci, LV, Zegna and many other major brands used on the Chinese market in the early nineties, it began well before generating an income. And rightly so, that more than 300,000 Chinese have a net worth of more U.S. $ 1 million. The mainland millionaires control around U.S. $ 530,000,000,000 in assets and more than 170 million Chinese can afford tier brands top 2. It seems clear now that the Chinese luxury market of consumers who did not even exist just 20 years, is on track to dominate high-end retail.

But what about the domestic luxury brands?

China has a long tradition in the appreciation of luxury - for example, tea, jade and silk - and given the impressive growth of domestic consumption of luxury goods, local brands must have plenty of opportunities grow.

Despite the thirst for luxury consumers in China, very few local luxury brands have taken off. In fact, several analysts have observed that when it comes to luxury consumers in China are more likely to purchase products made outside of China 3.

Previous research has confirmed that Labbrand esteem of consumers towards luxury goods is strongly influenced by the countries of origin mark. Indeed, a "foreigner Western" origin seems to be a given for many categories of luxury goods.

Yet it is true that in sectors such as fashion clothing and accessories major foreign brands dominate, in other industries, particularly those with deep roots in China's heritage and tradition, Chinese brands have a good chance of winning.

In fact, in a recent MasterCard survey, Chinese people spend the most have been found in Hong Kong Chow Tai Fook prefer born on Cartier and Wu Liang Ye and domestic Maotai more Spanish, Australian and German liqueur 4.

Indeed, the same survey revealed that Chinese high-end consumers rating the quality of other considerations before a significant 92.7% of respondents citing quality as the first criterion when buying luxury property before recognition of the mark, still a good score of 68.3%, or fashion design, with 58.5% 5.

While up to two years, Chinese brands like he had no chance to tap into six luxury market in these circumstances, a window of opportunity appears to be available.

Thus, the key questions now are:

1. What are the manufacturers who are already perceived as a luxury high by domestic consumers?

2. What are the challenges and opportunities they face in order to win consumer preferences at home and abroad?

Labbrand has to investigate these issues. We interviewed some people, industry insiders and outside, and have drawn up a list of top 10 Chinese luxury brands:

1. DO Tiger - established in 1992
2. Chow Tai Fook - founded in 1929
3. Kweichow Mao Tai - created in 1999
4. Omnialuo - established in 1998
5. Erdos Cashmere - began in 1979.
6. Wuliangye - founded in 1959
7. Changyu - founded in 1892
8. Yunnan Pu'er Tea - created in 1975 and privatized in 2004.
9. Dorian Ho - created in 2004.
10. Xiangyunsha silk - established in 2003


We asked people what makes them feel the luxury brands were.

Brand Heritage

Curiously, the attribute most often cited is "Chinese heritage". In fact, many of these brands or draw are deeply rooted in Chinese culture.

- Kweichow Mao Tai, Wuliangye, Changyu, Yunnan Pu'er tea, Xiang Yun every son of silk are deeply rooted in the cultural heritage of China as their brand of traditional Chi.