Cln capabilities 3 2012

Intelligence, Strategy and Engagement with the Most Important Luxury Consumer in the World

China is a demographic, not a geography.

Reaching the Chinese consumer is not just about opening locations in China. The Chinese consumer has gone global, and is looking for brands to recognize them and

treat them appropriately.


THE CHALLENGE

“There are now more than one million millionaires in China” (Hurun Report)

“China is poised to become the world’s largest market for luxury goods by 2020” (CLSA)

OBSTACLES• Evolving consumer preferences• Dramatically different media • Operates by trusted network• Difficult to reach directly • Intense competitive landscape• Expensive retail development • Lack of distribution channels• Data is elusive and unreliable• Talent gap • Operational headaches

OPPORTUNITY

Winning the Chinese consumer is the most important challenge for luxury brands in a generation.

China Luxury Networkfills the gap “China will have 100 million

outbound travelers, spending $100 billion by the year 2020.” (World Tourism Organization)


ENGAGEMENT

STRATEGYINTELLIGENCEA DIVISION OF

China Luxury Network provides brands with critical intelligence, strategy and engagement to win the Chinese luxury consumer at home and abroad.

THE CHINA LUXURY NETWORK SOLUTION


INTELLIGENCE

EXCLUSIVE CHINA LUXURY MARKET DATA AND ANALYSIS

• Monthly intelligence briefings• Exclusive interviews with industry insiders • Consumer profiles• Private focus groups with luxury consumers • Exclusive market research• White papers • Practical how-to guides from experienced practitioners• Real-time China luxury news aggregation

We curate events and content into an experience tailored to the unique challenges of prestige brands as they increasingly focus on Chinese consumers.

INTELLIGENCE:

Tourist Consumer ProfilesChinese New Year BasicsChina Union Pay

INTELLIGENCE:

Travel Preferences Celebrities that resonate Pricing Parity

INTELLIGENCE:

Purchase InfluencesOverseas educationAlternative assets: wine, art, real estate, diamonds

INTELLIGENCE:

Offline NetworksTravel experiences e-commerce in ChinaFood and Chinese tourists

INTELLIGENCE & EVENTS CALENDAR

Q4 Q1 Q2 Q32011 2012

SYMPOSIUM (NYC): 11/8

Chinese New Year: Targeting the Chinese Tourist

CHINA EXPERT INTERVIEWS:

Retail Location SpecialistSearch Engine

Optimization

SYMPOSIUM(NYC): 2/29

Service for the Chinese consumer


Chinese tourist hospitality Weibo best practicesSustainable products/

services opportunityApparel market entry Wine market entryMandarin speaking sales

associates


Creatives in ChinaPR Strategy Celebrity endorsementsOnline word of mouth Kids products market entry Alternative asset classesChina Union Pay

CONFERENCE (NYC): MAYBrand Building with Chinese

Luxury Consumers

SYMPOSIUM (NYC): MAYOutbound investment for

Chinese consumers

CONFERENCE:Luxury Customer Acquisition

SYMPOSIUM:China Market Entry


Food market entryTourism marketing Vetting distributors China retail operator Service best practices Cultivating talent in ChinaMerchandising for Chinese

consumers


CUSTOM MARKET RESEARCH

CUSTOM RESEARCH OFFERING:

• Qualitative and Quantitative research with high net worth consumers

• “Live Petri Dish” custom engagements: Combining custom consumer engagements and custom research to create real time consumer feedback

• Travel immersions: CLN will travel with high net worth consumers to capture consumer behavior first hand

We do deep dive primary consumer research with high net worth Chinese consumers.

High net worth Chinese individuals guard their privacy closely, and are very difficult to directly access for market research purposes. By working closely with Affinity China,

China Luxury Network is able to gain hard to access and extremely valuable insights for luxury brands.


STRATEGY ADVISORY SERVICES

China Luxury Network works with clients to develop a comprehensive China strategy. Capabilities include:

• China Workshops/Strategy Sessions- China Retail - The China consumer - Chinese social media - Technology and the China consumer (gaming, mobile, etc..)

• China Digital Strategy Development• Market Assessments • China Trip Facilitation

- Meeting identification and set-up• Market Entry Strategy and Planning• Chinese Partner Identification and Vetting • Sales Channel Assessment and Development


Digital:• Social• e-commerce• Advertising• Search

Global Retail:• Payment solution for Chinese travelers• Mandarin speaking sales recruitment

China Distribution:• Distributor identification/vetting

services• Retail location selection• Retail marketing • Retail operations

Brand:• PR/Communications• Market Research• Consumer Insights• Branding Strategy• Events/Trade Shows• Creative • VIP Customer Development

Managing in China:• Talent • Executive Talent Search• Training• Legal• Accounting• Investment Strategy / Due Diligence• Sustainable Enterprise

CHINA LUXURY NETWORK: INDUSTRY EXPERTSCLN provides access to a trusted network of industry experts and practitioners, each with decades of China consumer experience.


CONSUMER ENGAGEMENT

China Luxury Network taps into the 200,000 high net-worth Mainland Chinese consumers in the Affinity China network to provide luxury brands with high ROI consumer engagement and visibility.

Benefits to brands include:

• Custom consumer research • Consumer testing opportunities • Elite travel experiences• Product Seeding • Private events • Lead generation• Direct outreach • Media exposure


China Luxury Network membership provides access to a deep network of luxury consumers and partners

Consumers Businesses PractitionersOutbound Luxury Travelers Industry Partners Lead Generation

VIP Databases Distributors Travel Agents

Luxury Club Members Purchasers Industry Experts

Influencers Chinese Media Marketing Execution

Celebrities Government China Execution

Business Leaders Financiers Creative Talent

High Net Worth Consumers Luxury Clubs Distribution Channel Development


SAGE BRENNAN | Co-FounderSage first visited China in 1987, and has been studying and speaking the language and culture ever since. He has worked in China as a researcher, investor, entrepreneur, journalist and advisor, with a specialization in digital, mobile and strategy.

Sage has advised companies on their China market entry and digital strategy as a co-founder of HotPot Consulting, including leading development of L2′s research and advisory platform in China and market entry for research company, Symphony IRI Holdings, and Evernote.

In Shanghai, Sage was the Chief representative of China operations for Hong Kong-based hedge fund Pacific Sun Investment Management. He was the general manager of Shanghai-based Pacific Epoch, a boutique telecom and technology research firm, later acquired by Pacific Crest Securities. Sage was also a consultant for telecom, media and technology firm BDA, based in Beijing.

Sage contributed the weekly “Sage Brennan’s This Week in China” column to Dow Jones’ MarketWatch for two years, and remains a frequent commentator on China-related media and technology issues in print media and on programs such as CNBC’s Asia Squawk Box, Wall Street Journal and others.

Sage is a founder and curator of the Shanghai chapter of MobileMonday, with over 3,000 participants, and founded the TEDxShanghai chapter. He is also a regular speaker on China at conferences such as SouthXSouthwest, AdTech and others.

A native of Boston, Sage holds both an MBA and an undergraduate degree in International Studies from the University of North Carolina at Chapel Hill, and harbors a lifelong passion for Mandarin and China.

CHINA LUXURY NETWORK TEAM


RENEE HARTMANN | Co-FounderRenee has been working and living in China since 2000, with a specialty in understanding and selling to the emerging Chinese consumer. She has worked as a brand owner, retail operator, consumer researcher, public relations specialist and market entry strategist in China.

Renee has advised companies such as Under Armour, Horizon Hobby, Advanstar and Symphony IRI on their China market entry strategy. She co-founded and later sold Shanghai based China consumer insights agency, Enovate, which advises multinational clients such as New Balance, Kraft, Unilever and Coca-Cola in targeting China’s emerging consumers.

She was co-founder of Shanghai-based apparel brand, Eno, and served as its COO and CFO for more than five years. During this time, Eno opened ten self-run retail locations in China and fifteen franchise and partner operated stores. Eno also ran its own e-commerce platform, as well as sold online through Taobao and other partner sites. Renee led the company’s fundraising efforts, which resulted in raising more than US$8 million from venture capital and angel investors. She oversaw Eno’s groundbreaking marketing practice, resulting in the company’s recognition as one of the Top Ten Most Innovative companies in China by Fast Company in 2010.

Renee spent several years in the financial industry as an equity research analyst in the consumer sector for Putnam Investments, as well as founded Ogilvy and Mather’s Mainland China Investor Relations practice in Beijing.

Renee holds a BBA from Emory University’s Goizueta School of Business, and an MBA from Duke University’s Fuqua School of Business. She holds the Chartered Financial Analyst designation, and was named one of CNN’s “Top 20 People to Watch in Shanghai” in 2010. Renee has operated and lived in China for more than ten years and speaks Mandarin.

CHINA LUXURY NETWORK TEAM


Affinity China’s cross border founding management team has backgrounds in luxury, Chinese private club management, retail & e-commerce, technology and strong relationships in China and the U.S.

Affinity China’s partners are international brands that understand the importance of the outbound Chinese luxury, travel and investment markets.

Our early investors include Loeb Enterprises, RRE Ventures and 500 Startups along with a group of prominent angel investors. Affinity China has the strategic backing, China relationships and experience necessary to execute truly global strategies, across borders.

AFFINITY CHINA


SELECTED ENGAGEMENTS

Renee [email protected]

mailto:[email protected]

mailto:[email protected]

Cln capabilities 3 2012

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Transcript of Cln capabilities 3 2012