China gewinnt immer mehr Stellenwert im Luxusmarkt. Wie Marken sich auf den östlichen Markt einstellen.
Dass China mit Billigwaren verbunden wird, liegt in der Vergangenheit. Kaum ein Land auf der Welt ist verrückter nach Luxusprodukten – und kann sich diese auch leisten. Der Yuan hatte 2017 sein bestes Jahr seit 2011 im Vergleich zum US-Dollar. Ursprünglich arme Regionen werden immer mehr gepusht, Gehälter steigen. Dass das einen großen Effekt auf den Luxusmarkt hat, ist demnach nur logisch. Während sich die Europäer seit einem Jahrzehnt mit Wirtschaftskrise und weniger Kaufkraft herumschlagen, ist in China die Welt für Louis Vuitton, Chanel und Co. heiler denn je.
Geradlinig läuft diese Entwicklung allerdings nicht. Noch 2016 war der so vielversprechende High-Fashion-Sektor in China problematisch: Zu viel Korruption machte es westlichen Anbietern schwer auf dem chinesischen Markt. “Der Konsument war verunsichert und kauft somit auch keine beliebigen Dinge, die er nicht dringend braucht. Luxusgüter fallen natürlich in diese Kategorie”, erklärt Lan Luan von McKinsey & Company in Shanghai. “Doch seit kurzem geht der Trend stark in Richtung Wachstum.”
China ist die zweitgrößte Wirtschaftsmacht der Welt und wuchs letztes Jahr um 65%. Die wachsende Upper-Middle-Class wird diesen Boom bis 2021 stetig ausbauen. Die Digital Native-Generation ist auch in China interessiert an Nachhaltigkeit und Qualität. Laut einer Statistik von McKinsey checken 53% der Konsumenten die Labels ihrer Produkte. “Die Entwicklung von digitalen Strategien hat für den chinesischen Konsumenten eine enorme Bedeutung”, berichten Luan weiter. Kein Wunder also, dass Marken wie GUCCI oder BURBERRY am chinesischen Markt besonders erfolgreich sind. Dass GUCCI keinen Echtpelz mehr verwendet ist der chinesischen Konsumentin genauso wichtig wie der Westlichen
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Abseits von Luxus
Man kann behaupten, dass die Chinesen im Allgemeinen einen gesünderen Lebensstil pflegen als wir oder die Amerikaner. Das Motto “Du bist was Du isst” ist in China kulturell tief verwurzelt, deswegen sind positives Bodyimage, Ernährung und Bewegung große Themen. Hier öffnet sich also eine große Chance for Aktivewear- und Sportlabels. ADIDAS eröffnet in den kommenden drei Jahren mehr als 3000 neue Stores in China, REEBOK 500 weitere.
Social Media is Key
Noch viel mehr als in Europa müssen sich Marken für den Chinesischen Markt gut im Bereich Social Media aufstellen. Facebook und Twitter sind dort nicht annähernd so wichtig wie Plattformen namens “WeChat” oder “Weibo”. Die Chinesen wachen damit auf und gehen damit ins Bett
. Marken wie ADIDAS und GUCCI sind also schwer damit beschäftigt, sich chinesische Celebrities and Bord zu holen, die als Opinion Leaders Trends machen.