Burberry pushes top service in China to attract high-end customers

Luxury goods consumption has undergone gradual changes in the Chinese market, and luxury goods companies have gradually introduced different special services in the Chinese market in order to grasp the “pockets” of the most targeted consumers. While Burberry’s luxury companies are expanding in China, they are also sparing no effort to make Chinese consumers feel special.
Luxury goods consumption has undergone gradual changes in the Chinese market, and luxury goods companies have gradually introduced different special services in the Chinese market in order to grasp the “pockets” of the most targeted consumers. While Burberry’s luxury companies are expanding in China, they are also sparing no effort to make Chinese consumers feel special.

Burberry said that it is increasingly targeting “very important customers” and fostering friendly relationships. For instance, not long ago, it invited an important Chinese customer from Shanghai to Beijing to visit the Peruvian fashion photographer Mario Special. Mario Testino's film "Private View" pays for all costs. Burberry also asked her creative director, Christopher Bailey, to meet the client privately and let the distinguished guest visit the Burberry's Beijing store alone. Burberry refused to reveal the identity of this customer.

Jancu Koenig, marketing director for Burberry Asia, said that the company wants to express gratitude in an intimate, impressing manner; we have of course provided separate opportunities for other customers in the world, but the above arrangement is Designed specifically for this client; in the Chinese market, this private experience is becoming increasingly important.

Burberry pushes top service in China to attract high-end customers

He said that he could not reveal how much of the consumption of these important consumers accounted for the company's income in China. Kenig said that we can only say that it is worthwhile to use 12 points of effort to win them.

Including Burberry, some high-end brands have spread the red carpet for the most important consumers in China. To win VIP's love and loyalty, these brands provide them with exclusive services such as customized products or individual experiences. Christian Dior SA plans to have its most expensive Chinese customers fly to Paris to watch its fashion show this fall. The high-end real estate company Jinlin Group is about to launch a private jet service to meet potential buyers and resort guests.

Luxury companies use similar methods in other countries to attract important high-end customers, but in China, the use of this strategy is becoming increasingly popular as luxury stores bloom and brands compete for consumers more and more intensely. more. Although the overall luxury market in China is still growing strongly, segments such as watches and jewelry are weakening. According to the latest data provided by US consulting firm Bain & Co., sales of watch manufacturers increased by 15% in the first quarter of this year, compared with 40% in 2010 and the first quarter of 2011. .

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