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Makers of luxury brands to tap wealthy Chinese students in U.S.

luxury brands, Chinese students in U.S., Chinese consumers

Sellers of Western luxury brands eager to capitalize on the new wealth of Chinese consumers are showering attention on mainland students in the United States, even as sales in China falter.


The strategy is paying off for some, such as the Los Angeles Beverly Center mall, which sends buses to pick up Chinese families at the University of California at Los Angeles and the University of Southern California at the beginning of the year, when parents drop off their children, and at graduation.


"We aren't just dabbling here," said Susan Vance, the Beverly Center marketing and sponsorship director. The mall sponsors Chinese student groups with roughly 45,000 members in what she called one of its most successful marketing plans.

"我们这不是随便尝试,"比弗利中心市场营销和赞助负责人Susan Vance说道。这家购物中心为约有4.5万人的各种中国学生团体提供赞助,Vance称这是比弗利购物中心最成功的营销计划之一。

Chinese shoppers account for 31 percent of the $273 billion global personal luxury goods market, according to Bain and Co, and the United States is the biggest market outside of Asia.


As economic growth in China has slowed and as Beijing's anti-corruption drive cuts into sales of high-end goods there, makers of luxury brands are trying to tap this key Chinese customer base when they reach U.S. shores.


Students are snapping up Louis Vuitton and Gucci handbags, Tory Burch shoes, as well as fashions from Fendi, Alexander McQueen, Bottega Veneta and Yves Saint Laurent, among others, according to recent interviews with student shoppers in New York.


It is not clear how much of overall luxury sales can be attributed to purchases by students, but some top brand makers clearly see the group as a financial force in its own right and as providing access to a much larger group of well-heeled shoppers – parents and family – making it an important new marketing channel.


Some 29 percent of high net-worth parents in China who send their children abroad for primary school and college choose U.S. institutions, according to the Hurun Report.


California's tourism bureau found that a majority of visits from China corresponded with back-to-school and graduation and that friends and family visited them often. Australia's tourism agency found Chinese students in university are able to influence up to 14 trips from China during their years in school.


Chinese tourists and visitors have a long tradition of buying for friends and family to avoid taxes and fake goods. In Beijing, Fang Wen, whose daughter studies at Rice University in Houston, said she relies on her to bring back small goods, such as cosmetics, apparel and jewelry.


Companies selling top brands are recognizing that influence and reaching out to students.


"Smart" U.S. brands have been and should be tapping this group, which comprises about one-third of all international students in the United States, Angelito Tan, chief executive of RTG Consulting in China, said in an email, adding that students are "unofficial opinion leaders" for friends and family back home.

RTG Consulting中国区首席执行官Angelito Tan通过电邮表示,"聪明的"美国品牌一直在开发这个消费群,也确实应该开发,并称留学生是国内朋友与家人的"非官方意见领袖"。中国留美学生占留美国际学生的约三分之一。

"This is a very hermitic group, which means it's hard to access, but once you do, you are inside and can do great marketing actions from within," added Anna Szubrycht, founder of luxury consulting group Chic Being.

"这是一个很隐蔽的群体,很难开发,但一旦打入这个市场,你入局了,就可以从内部进行很好的营销活动,"奢侈品咨询集团Chic Being创始人Anna Szubrycht说道。


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