He Haiming, deputy director of CCTV Advertising Management Center
There is much to do for international luxury brands on Chinese market. As the GDP per capital surpassed US$ 6,000 in China, the middle class is growing in China, where luxury consumption is becoming a trend to some extent. Luxury brands’ market is expanding from the first-tier cities such as Beijing, Shanghai and Guangzhou to the second and the third-tier cities including provincial capitals. And the new round of urbanization progress in China will see a larger group of luxury consumption.
Just as both “Made in Germany” and “Made in Japan” had their low-quality past, I think “Made in China” will not always be the substitute of low quality. China is a country of 5,000-year history and culture. China enterprises are enhancing their strength and proving their market potentials. Dream of top brand is an indispensable part of China Dream. We need to take some time before seeing top brands emerge in China.
Media in China are devoting to assist in brand building. As an old Chinese saying goes, “good wine needs no bush”. Yet this saying was quite reasonable in the age of agriculture-dominant economy rather than the current age of globalized economy full of information. Today, media have become a strategic resource for enterprises and a promoter in their process of brand building.
Media’s role in the process of top brand marketing lies in the following two points: 1) media can work to formulate an outlook on brand consumption while brand makers can spread their brands via media and guide the consumers to upgrade their consumption; and 2) media can solidify the consumers’ common sense while top brands can borrow media’s arms to well explain the concepts of brands thus weaken wealth flaunting and the public’s discrimination against being rich and build a common sense on and harmonious environment for normal consumption.