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Luxury Seminar Series presents to you :
Marketing luxury to Chinese millennial consumers
SYNOPSIS
With China’s luxury market back to double-digit growth and Chinese consumers expected to make up 40 percent of all luxury spending by 2024, the success of luxury brands rest on finding marketing strategies that resonate with this crucial consumer segments – China’s post-90s or the “new generation of middle-class consumers”.
Born between 1990 and 1999, making up 12% of China’s population, or about 174 million people, this generation is at the age when they are forging an identity and image for themselves. While it is natural for young people at this age to aspire for a better future, there is a difference between this generation and previous generations: the growing focus on “me” and “self.”
So how can we make luxury brands matter to this generation?
In the presentation, Annie will share with you what we have learned from the in-depth research done with this group, how to make the luxury brands matter to this new generation, what are the values and common beliefs behind these insights, and changes of the game rules of marketing luxury to this generation of consumers. I will also add some examples/cases from China market.
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Miss Annie Hou
Vice President, Strategy, Beijing
Ogilvy
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Annie currently serves as Vice President for Innovation and Transformation at Ogilvy’s Beijing office.
With more than 20 years of global marketing experience on both the client and the agency side, her work has covered a wide range of industries including CPG, telcom, financial services, technology, B2B, personal luxury goods, and hospitality.
At Oglivy, Annie has consulted for clients such as Nestle, Apple and SGS in the areas of brand portfolio strategy, brand marketing strategy, category innovation, new product launch, and advertising communication. She also helps build Ogilvy’s thought leadership.
Prior to joining Ogilvy, Annie was the Director of Global Marketing Strategy & Insights at The Coca-Coca Company in Atlanta. In this position, Annie built global brand marketing strategies for Sprite, Fanta, Schweppes, and corporate sustainability.
Annie previously served as Vice President of Brand Planning and Research at BBDO’s Atlanta office. She helped clients grow their business through deep consumer insights, advanced analytics, effective advertising campaigns, and optimized media investment.
Annie holds an MBA from the Wharton School of Business at the University of Pennsylvania.
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