Luxuswaren werden in China zunehmend von Männern gekauft

Henning Schwarzkopf von der CHEURAM Consulting Group aus Hongkong weist auf einen interessanten Bericht bei Reuters hin. Danach werden Luxuswaren in China zunehmend von Männern gekauft. Luxuswaren machen schon 50% des Umsatzes aus.

In China kaufen Männer Luxuswaren


Hainan Rendezvous 2013, Teilnahme an der erfolgreichsten chinesischen Luxusmesse

Henning Schwarzkopf von der CHEURAM  Consulting Group in Hongkong berichtet, dass die CHEURAM auch in diesem Jahr wieder mit einem Stand auf der Hainan Rendezvous Messe vertreten sein wird. Sie findet vom 30. März bis 3. April 2013 statt.


Die Zahlen aus den vergangenen Jahren belegen den anhaltenden Erfolg, was die CHEURAM veranlasst; jährlich wiederzukommen und sich den wohlhabenden Chinesen zu präsentieren, die aus ganz China anreisen, um sich das Angebot von Yachten, Flugzeugen und zunehmend Lifestyle – Produkten anzuschauen und Kauverhandlungen zu führen.

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Die CHEURAM ist am Stand mit Geschäftspartnern aus Deutschland vertreten, insbesondere aber auch mit einer chinesischen Rechtsanwältin aus Peking, um vor Ort alle Fragen beantworten und sowohl Besucher als auch Standteilnehmer kompetent beraten zu können.


Obwohl die Messe erwartungsgemäß ausgebucht ist, bietet die CHEURAM interessierten Unternehmen aus der Immobilien- und der Lifestylebranche noch die Möglichkeit einer Beteiligung gegen Kostenteilung. Anfragen können an Henning Schwarzkopf unter  gerichtet werden.


Moet Hennessy plant Weingut in China

Henning Schwarzkopf von der CHEURAM Consulting Group aus Hongkong und Beijing weist darauf hin, dass Moet Hennessy im Norden Chinas, d.h. in der Region Ningxia, ein Weingut eröffnen will, um der steigenden Nachfrage im Reich der Mitte nachzukommen.

Hier die Information auf Englisch:

The winery will be located in the northern Chinese region of Ningxia, between the He Lan Mountains and Yellow River, and will feature fermentation cellars, tasting rooms and a luxury visitor centre.

Hong Kong-based architectural firm, MAP, which has been commissioned to develop the winery, said it would ensure the new facility fits into the local environment.

MAP Principal, Edward Billson, said: “Ningxia, where the winery is based, is a remote location which presented some significant design challenges.”

“Moet wanted to respect the local wine-making traditions and to complement the Ningxia landscape, but equally they wanted to make a clear, contemporary and bold design that would put its fine wines on the map in China.”

Traditionally wine is stored in underground cellars, but with the harsh Ningxia winters and flood-prone summers, the builders took advice from local wine growers and decided to  bury the vines completely to protect them from the cold

Using the same technique, they moved hundreds of tonnes of local earth to ‘bury’ the fermentation cellars above ground.

The project is expected to cost around $5.5 million dollars and is scheduled for completion in 2013.


CHEURAM ist Aussteller auf der Hainan Rendezvous 2013 Luxusmesse in China

Henning Schwarzkopf von der CHEURAM Consulting Group aus Hongkong bestätigt, dass die Gesellschaft auch in diesem Jahr als Aussteller mit einem Stand auf der Luxusmesse Hainan Rendezvous 2013 vertreten sein.

Es ist die führende und exklusivste Messe für Luxuswaren in China. Was als kleine und feine Yacht- und Flugzeugausstellung in Sanya auf der Insel Hainan begann, hat sich zum Treffpunkt für internationale und einheimische Anbieter von Luxusyachten und Geschäftsflugzeugen, aber auch renommierten Marken aus der Schmuck und Lifestyle - Branche entwickelt.

Die CHEURAM mit Sitz in Hongkong und Beijing wird auf ihrem Stand europäische und amerikanische Unternehmen den zahlungskräftigen chinesischen Besuchern präsentieren. Dank der Anwesenheit einer renommierten chinesischen Anwältin können Gschäftsabschlüsse seriös und fachgerecht angebahnt werden.

Interessenten an einer Teilnahme oder einem Besuch melden sich bitte unter


Luxus Markt in China ist schwer zu knacken

Henning Schwarzkopf von der CHEURAM Consulting Group aus Hong Kong stellt folgende lesenswerte Meldung von Reuters zur Verfügung und weist auf die besonderen Fachkenntnisse hin, die gerade die Partner seiner Gesellschaft auf diesem Gebiet haben.

China may become the world’s biggest luxury market in some  years but cultural challenges to win customers’ hearts for certain types of  products remain, industry executives said  this week.

Champagne  house Taittinger said it could make high-end sparkling wine in  China but the market was not ready for it yet…

… while Lamborghini said the country’s tradition of luxury chauffeurs, bigger  than sports driving, made expansion there a challenge.

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Jeweller Van Cleef and  Arpels, owned by Richemont, found it tough to get its brand message across,  while watchmaker Parmigiani Fleurier worried about finding the right  partners.

“The specific challenge about China is finding a Chinese company you can  trust and who understands the luxury business,” the luxury watchmaker’s Chief  Executive Jean-Marc Jacot said.

Taittinger said there were many places in China where it could consider  making high quality sparkling wine – champagne can only be made in the northern  French region – but Chinese palates were not accustomed yet to the pricey  tipple.

“It is probably a bit early,” Pierre-Emmanuel Taittinger said. “There is not  a strong (high-end) wine culture there yet.”

Taittinger 3 Chinas luxury market can be tough to crack

Hermes, whose chic handbags are hand made in France, would consider making  goods in China if it could find artisans to make original items, but said it  suffered from counterfeiting there.

“Our image is strongly damaged by counterfeits. That is why we are fighting  it like hell,” CEO Patrick  Thomas said. “When they (in China) see a counterfeit, they think it is  genuine.”

 Chinas luxury market can be tough to crack

Counterfeits cost luxury groups hundreds of millions of euros in lost sales  every year and imitations are becoming increasingly refined and  sophisticated.

“The challenge in China is being able to explain to 1.3 billion people what  your brand is about,” said Van Cleef & Arpels Chief Executive Stanislas de  Quercize.

While the number of high-net worth individuals in China is set to continue to  rise steadily, the bulk of the country’s population cannot afford upmarket  Western brands.


But luxury groups agree that China, where consumers are very brand-conscious,  will soon become the industry’s No. 1 market and this year will be one of the  few emerging markets to enjoy growth.

“China will be one (of), if not the most important market in the middle, long  run,” Scilla Huang Sun, who runs a $30 million luxury fund for Julius Baer,  said.

“Chinese will not buy the very high end, like the Russians, but there are so  many Chinese … (They) save a lot and it’s a huge country.”

Earlier this month, Bernstein said its proprietary survey of Chinese luxury  retailers suggested “demand resilience through the first and second quarter of  2009, most notably for mega-brands with high brand recognition.”

China has become the number one market for  LVMH’s Hennessy cognac and the world’s second largest for its fashion and  leather goods maker Louis Vuitton.

lamborghinichina 468x351 Chinas luxury market can be tough to crack

For Lamborghini, it will overtake Italy as the second biggest market behind  the United States in three to five years.

“They love what is coming out of Europe. What is European is something they  want to possess,” CEO Stephan Winkelmann said.

Watchmaker  Hublot, in China since January, plans to open 10 shops there by end-2009. By  2012, it would like to see China its third or fourth market after United States,  Europe and Japan.

“I think there are a lot of people who comment on China as being pictured as  the biggest premium market because they see the growth from a very tiny base to  a very large base,” said Tom Purces, CEO of British  luxury car firm Rolls Royce.

“We went from a handful of cars in China to over 100 cars there last year.  That’s immense in a very short period … but I don’t believe that that growth  will be sustained at that level.”


Hongkong als Shopping Paradies für reiche Chinesen vom Festland

Henning Schwarzkopf von der CHEURAM Consulting Group ion Hong berichte, dass Touristen vom Festland ein wichtiger Witschaftsfaktor geworden sind. Im Jahr 2012 stieg der Zahl der Besucher auf 28 Millionen was einem Anteil von 67% entspricht.

From waiting in hours-long lines to stock up on luxury goods to causing controversies at the Dolce & Gabbana flagship in Tsim Sha Tsui to making a rental-space bidding war break out between Abercrombie & Fitch and Shanghai Tang, the effects of more visits (and more spending) by mainland Chinese in Hong Kong are being felt throughout the city’s retail landscape. Last year, 28 million mainland Chinese visited the former British colony, a 24 percent rise over 2010, accounting for 67 percent of all tourists visiting the city and helping spending by visitors rise 21 percent to HK$253 billion (US$33 billion), according to the Hong Kong Tourism Board. Drawn by factors — covered regularly by Jing Daily — that include duty-free shopping and greater prestige, spending by mainland Chinese tourists has led virtually every brand (from mass-market to luxury) around the world to rush into the city, causing rents to skyrocket. According to London-based Savills, rents in Hong Kong have risen for seven of the past eight years, due primarily to growing Chinese spending and the resulting war for prime retail space.

This week, Bloomberg looks at the spiraling prices in Hong Kong, where ground-floor rents rose an average of 5.23 percent in the first quarter of the year and are expected to rise a further 12 percent in the next 12 months and where tenants “have little bargaining power.”

Hier ein interessantes Interview bei Bloomberg:

Bloomberg zum Luxus- und Immobilienmarkt in Hongkong





Luxus Messen in China im Herbst

Henning Schwarzkopf von der CHEURAM Consulting Group Ltd. aus Hongkong  kündigt nach der erfolgreichen Teilnahme an den den Messen “Hainan Rendezvous 2012” und “LPS Beijing 2012” im April dieses Jahres drei Messen an, an denen sich die CHEURAM Consulting Group Ltd. wieder als Aussteller beteiligen wird.


14. bis 16. September 2012

Macao 2012

25.  bis 28. Oktober 2012


2. bis 4. November 2012

Auch dort wird interessierten Unternehmen angeboten, sich an dem attraktiven Gemeinschaftsstand zu beteiligen. Das hat insbsondere den Vorteil, das die gesamte ”Infrastruktur” (Dolmetscher, Medienauftritte, grafische und Video-Darstellungen) unter den Beteiligten geteilt werden. Im übrigen hat die Erfahrung gezeigt, dass dadurch wertvolle Synergien entstehen.



The Chinese Luxury Consumer White Paper 2012, jointly published by the Industrial Bank and Hurun Report

Henning Schwarzkopf von der CHEURAM Consulting Group Ltd. aus Hong Kong verweist auf einen sehr interessanten Artikel im Hurun Report mit dem Titel The Chinese Luxury Consumer White Paper 2012 in Zusammenarbeit mit der Industrial Bank of China.

  • There are 2.7 million high net worth individuals (HNWIs) in China with personal assets of more than 6 million Chinese yuan (equivalent to US$950,000) and 63,500 ultra-high net worth individuals(UHNWIs) with assets of more than 100 million Chinese yuan (US$15.8 million)
  • Chinese luxury consumers expect their private banks to provide value-added services relating to luxury travel, health care and children’s education
  • 70% of those who have read an Executive MBA want to study a second one
  • 85% plan to send their children to study abroad
  • The luxury consumer exercises 2.3 times a week
  • High net worths are on the road 6.9 days a month, with ultra high net worths 9 days
  • Two thirds have started a collection: watches and classical Chinese paintings are most popular
  • Half have a religious belief
  • 10% of annual spend goes on gifting. 80% of gifting is for business.
  • 73% of individuals purchase luxury goods in Hong Kong.  28% purchase goods in the Mainland
  • Internet surpasses television as the main source of obtain shopping information
  • 20% have little confidence in their knowledge of what they are collecting
  • Li Kaifu’s Weibo or micro-blog is most popular, followed by Wang Shi, Pan Shiyi, Ren Zhiqiang and Shi Yuzhu
  • 35% own pets
  • 13% of UHNWIs intend to purchase a corporate aircraft

The Industrial Bank and the Hurun Report Research Institute today released The Chinese Luxury Consumer White Paper 2012, a ground-breaking report on private banking in China and the evolving lifestyle of the Chinese luxury consumer. This authoritative 48-paged report comes at a time when the nation’s high net worth individuals (HNWIs) are growing rapidly and seeing an evolution in their value systems and tastes.

Industrial Bank’s vice president of retail banking and general manager of private banking, Zhang Changgong, said, “The consumer lies at the heart of a country’s stable economic development, and analyzing the consumption demands of the luxury consumer has practical significance to expanding domestic demand. This white paper is able accurately to reflect the characteristics and trends of the Chinese luxury consumer. We are proud to put out this white paper with the Hurun Research Institute, the authority when it comes to the Chinese luxury consumer.”

Hurun Report chairman and chief researcher, Rupert Hoogewerf, said, “We are delighted to cooperate with Industrial Bank, one of the world’s most innovative banks, to produce this authoritative and ground-breaking report on the Chinese luxury consumer. Most brands now recognise the spending power of the Chinese luxury consumer, but we believe this report to be the first serious attempt to ask the question of ‘Who these people are and what makes them tick?’.”

Between October 2011 and January 2012, the Industrial Bank and Hurun Research Institute conducted 878 face-to-face interviews with Industrial Bank private banking customers from 29 cities across China. The average personal wealth of respondents was 49 million Chinese yuan.  Their annual spend was 3% of personal wealth.

How big is the market

In the report, we classify HNWIs as those with more than 6 million Chinese yuan worth of personal assets. At present, there are 2.7 million high net worth individuals in China, 6 in 10 being male, with an average age of 39 years. Their main sources of wealth are returns on investment and the ownership/sale of their companies. Their main investment choices tend to be real estate, stocks and shares, however, interest in fixed income investments is gradually increasing. In addition, they own an average of three cars, four watches, take 20 days of holiday a year, with their preferred sporting activities being golf and swimming.

There are 63,500 UHNWIs with personal assets of more than 100 million Chinese yuan. 8 in 10 are male, with an average age of 41. Their main source of wealth is through the ownership/sale of their companies. Real estate and stocks remain the two most popular investment choices, but they also invest more in art and unlisted companies. UHNWIs own an average of three cars, six watches, take 20 days of vacation a year, and like playing golf.

Analysis of the regional distribution of HNWIs shows that East China accounts for the highest proportion, at more than 40%, whilst Beijing has the highest total number, with 460,000 individuals, 10,500 of them UHNWIs. Guangdong province is in second place, followed by Shanghai and Zhejiang province.

Key consumer spending areas – travel, daily luxuries, children’s education

HNWIs spend an average of 3% of their personal wealth a year.

Travel is the biggest area of consumption for HNWIs, accounting for 19% of their annual spend. Next come daily luxuries, at 15% and children’s education which accounts for 12%.

Travel, healthcare and children’s education are top three consumption hot-spots

Luxury travel is emerging as the hottest growth area in terms of spending. More than 50% of HNWIs expect their expenditure on travel to increase in the future, with health and wellness and children’s education close behind at 40%. China’s HNWIs are paying ever more attention to their health, with 73% choosing to have regular check-ups, and a further 10% already having a personal physician. There is also a clear rise in the proportion of both male and female HNWIs who neither drink nor smoke. The number of male HNWIs who do not smoke rose from 35% in 2010 to 50% in 2011, whilst those who stopped drinking rose from 19% in 2010 to 25% in 2011. Children’s education is HNWIs’ third largest area of spending, with 85% saying they have a plan to send their children abroad to study, while among UHNWIs the figure is 90%. Furthermore, a growing proportion is choosing to send their children abroad earlier.

HNWIs want their private bank to provide luxury travel advice, with 60% of respondents. Half want health-related value-added services, while more than 1/3 favouring services related to their children’s education. HNWIs are greatly interested in value-added services provided by private banking, since such services not only increase their knowledge and provide entertainment, but also offer them a chance to expand their social circle.

Education is seen as an important platform for improving one’s Social Networks

Almost half of HNWIs intend to take part in training programmes over the next three years. Over a third of HNWIs like to attend conferences and lectures, while almost 30% have taken part in EMBA programmes or further education classes for CEOs. Among those who take part in EMBAs and CEO further education classes, more than ¾ feel that the biggest benefit they get from this is in helping to expand their Social networks. For HNWIs below 30 years, improving their social networks (87%) and educational level (45%) are top priorities. In addition, almost 60% of HNWIs seek to better themselves through reading.

1/3 are Buddhist, followed by Christians and Moslems at 7% and 3% respectively

Approximately half of HNWIs have a religious faith, with Buddhism the most popular, at 30%. 7% are Christians, of which 70% are Protestants and 30% Catholics. Half profess to have no religious faith.

The proportion of HNWIs who are Buddhists is higher than the average for the country, which stands at 18%, according to data from the ‘Religious Blue Paper: Report on Religion in China (2011)’.

Young HNWIs, aged below 30, are more likely to be Christians, at 11%, compared with the over 30s (31-45: 5%; over 45: 3%). Of the HNWIs who possess a religious faith, the proportion of women is higher (37%) than that of men (25%).

Gift spending accounts for 10% of annual consumption, with 80% for business

Gifts are one of HNWIs’ five top areas of spending, costing them some 150,000 Chinese yuan per year – and, for UHNWIs, more than 260,000 Chinese yuan. Gifts given at business occasions account for almost 80% of the presents given by HNWIs, while more than 40% of HNWIs also need to give gifts at weddings and other celebrations. The majority of HNWIs will choose gifts worth between 5,000 and 20,000 Chinese yuan, with men choosing more expensive gifts than women. Watches are HNWIs’ first choice for gifts when buying for a man, while red wine is the most common gift among UHNWIs.

High quality and exceptional brand reputation are seen as the most important luxury good characteristics

Quality is seen as the prime luxury good characteristic of luxury goods, reflective of a shift beyond seeing the luxury good as a status symbol. HNWIs are not concerned  about the price, and the most important factor is the product itself, followed by the purchasing environment. HNWIs’ luxury goods purchases are concentrated in watches and jewels, whereas purchases by UHNWIs are showing a clear trend towards super-luxury goods such as yachts and private jets. In addition, it is of no surprise that more men bought watches (66%) and tobacco and alcohol products (36%), while more women bought jewels (58%), clothes (51%) and accessories (31%).

Hong Konghas become the undisputed first choice destination for HNWIs to buy luxury goods or high-end consumer products. Less than 30% of HNWIs buy luxury goods domestically, due a lack of product safety, poor management, a lack of credibility, high prices and high taxes. Hong Kong accounts for 73% of luxury or high-end purchases made by HNWIs, followed by those made in Europe and domestically, both at 28%. On average, HNWIs go abroad to Hong Kong to go shopping 2.9 times a year, whilst among UHNWIs the frequency of such trips is markedly higher, with an average of 3.7 times a year.

The Internet dominates television as the main source of information for consumer products

The Internet remains the most widely used media resource, with 67% HNWIs using it as their primary source of information. is the most popular website, favoured by 73%, followed by Sohu and Tencent, at 47% and 35% respectively. More than 60% of HNWIs will obtain information from the web before making a purchase, a higher percentage than those who get information from television, magazines, or recommendations from family and friend (50% each). Television is the second-most used media source, with 62% of HNWIs mainly getting information from television. Of these, more than 70% mostly watch news and business programmes.

Leisure spending and travelling abroad

HNWIs work 39 hours every week, and spend 18 hours on leisure and entertainment. There is no obvious distinction between their working days and the weekend – they simply work when they need to, and take time off when they want. HNWIs go abroad an average of 3.2 times a year, while for UHNWIs the figure is more than 4 times. Holiday and business are the main reasons for travelling abroad. HNWIs spend an average of 7 days a month travelling for work, while UHNWIs travel the most, averaging 9 days a month. HNWIs take a relatively high number of holidays, averaging 20 days break a year, while 30% take more than 30

General Consumption Trends

HNWIs’ way of life can be divided into three main stages: wealth creation, wealth preservation, and wealth appreciation. Having passed through the first phase where luxury goods are used as tools to confirm one’s social status they have now entered the stage of wealth preservation with a lower-key way of life and are edging towards the final stage of wealth appreciation which sees more taste-based consumption as well as a more charitable way of life.

An additional trademark of the second phase which is seen in abundance with Chinese HNWIs is the joining of clubs and societies, partaking in elite sports, completing further education courses or becoming a collector of fine items.



Kostengünstige Teilnahme an der führenden Luxusgütermesse in China vom 20. bis 20. April 2012

Die CHEURAM Consulting Group Ltd., Hongkong, wird mit einem eigenen repräsentativen Stand auf der LPS Beijing 2012 vertreten sein und bietet interessierten Anbietern von hochwertigen Immobilien und Luxus- sowie Lifestyle-Produkten die Möglichkeit, ihre Angebote und Dienstleitungen vermögenden chinesischen Interessenten persönlich in einem außergewöhnlichen Umfeld vorzustellen oder präsentieren zu lassen.

Die Vorteile dieser Gelegenheit liegen auf der Hand:

  • Durch den Gemeinschaftsstand (unter Ausschluss von konkurrierenden Angeboten) deutlich niedrigere Teilnahmekosten gegenüber einem eigenem Stand (vergleichbar mit einer Anzeige).
  • Möglichkeit der Produktvorstellung außerhalb des Standes bei Messeveranstaltungen (Vorträge, Seminare, Abendveranstaltungen) mit Begleitung durch eigene Dolmetscher
  • Repräsentatives und attraktives europäische Messepersonal mit fließenden Chinesisch- Kenntnissen (Business Dolmetscher Zertifikate)
  • Intensive und kompetente Vorbereitung des Marketing – Materials
  • Außergewöhnlicher Zugang zu vermögenden Investoren (Unternehmern, Führungspersönlichkeiten, Eigentümern von Immobilien, Flugzeugen und Yachten), Vermittlern und Vertretern der Luxusgüterbranche in China (Messezugang nur mit Einladung); dadurch ideales persönliches Umfeld zur Kontaktaufnahme und zum Networking
  • Erstklassige Referenzen und nachweislich hohe Abschlussergebnisse bei Vorgängermessen des Veranstalters.

Im Ergebnis: Es gibt kaum einen direkteren Zugang zu vermögenden Chinesen mit der Möglichkeit, eigene Produkte und Dienstleistungen im persönlichen Gespräch vorzustellen als an unserem Stand auf der LPS Beijing 2012 – und das zu einem Preis, der konkurrenzlos günstig ist.

Nähere Einzelheiten erhalten Sie unter oder (+49-40) 32 43 33.

Die Besucher der LPS Beijing 2012 sind an folgenden Angeboten interessiert:

Luxus – Immobilien (weltweit)

  • Eigentumswohnungen
  • Strandhäuser
  • Innerstädtische Eigentumswohnungen und Penthäuser
  • Golf- und Jachthafenimmobilien
  • Ferienresorts
  • Timesharing
  • Privatinseln
  • Burgen und Schlösser


  • Vermögensverwaltung
  • Private Banking
  • Steuerplanung
  • Aufenthaltsrecht (Visum und Aufenthaltserlaubnis)


  • Hochwertige Luxusgüter
  • Wertvolle Inneneinrichtung

Markenschutz bzw. Brand Protection in China

Es kann nicht häufig und nachdrücklich genug hervorgehoben werden, wie wichtig es ist, die eigene Handelsmarke, Gebrauchsmuster und Patente in China zu schützen, also effektives “brand protection” zu veranlassen, um zu verhindern, dass einheimische Unternehmen dem ausländischen Anbieter zuvorkommen und “schon da” sind, wenn dieser erst mit den Marketingvorbereitungen beginnt – der chinesische Markt ist dann für ihn geschlossen.

Henning Schwarzkopf von der CHEURAM Consulting Group Limited stellt hier einen Beitrag von Terence Tam des Hong Kong Trade Development Council (HKTDC) zur Verfügung, der diese Situation zusammenfasst und Maßnahmen schildert.

Fragen Sie uns bei Bedarf! Die Verbindung zu Spezialisten in Hongkong und China stellen wir gern her