UNDERSTANDINGTHE CHINESE LUXURY

CONSUMER

WITH THE CONTRIBUTION OF

IN ASSOCIATION WITH AN EVENT PRODUCED BY

HONG KONGDEC 11, 2014

Thank you for joining us today to discuss the Chinese Luxury Consumer, in partnership with KPMG. We are thrilled to be discussing one of the most important consumer groups in our industry here in Hong Kong, the longstanding capital of luxury in the Asia Pacific region. Discussions regarding the potential of the Chinese luxury market have long dominated business headlines. Sensational moves to ban luxury advertising in Beijing and the implementation of anti-corruption measures have ensured that China - and the Chinese luxury consumer – remain at once a key challenge and opportunity for global luxury companies.

Despite a reasonably pessimistic outlook for 2014, sales of luxury goods in China have continued to grow, thanks to the rising number of high net worth individuals and the increasing spending power of the middle classes. Continued urbanization and increases in disposable income are also fueling luxury goods consumption (Euromonitor). With an increase of US$9.6 billion in real terms over 2009-2014, aside from the world’s biggest luxury market (the United States) no other market came close in terms of absolute growth. Despite this jump it is estimated that Chinese consumers spent upwards of US$45.0 billion on luxury goods outside their own country in 2012, which was over double the value of the domestic (Greater China) market.

Luxury Society Keynote is a series of intimate events in key luxury markets, designed to connect local executives from various industry sectors and deliver concrete insights to attendees. Four times per year Luxury Society Keynote connects executives in Paris, London, New York and Hong Kong, to discuss the attitudes and behaviours of specific luxury consumer segments.

Our short-format sharply-focused afternoons feature a mix of panel discussions, business cases, participatory workshops and keynote presentations, delivering bespoke research from contributing experts, with insights from senior managers and CEO’s of luxury brands.

Beyond popular buzzwords, we seek to deliver actionable data to our delegates that can be used in their day-to-day activities.

Our by-invitation event is open exclusively to luxury brand professionals, engineered to facilitate meaningful networking between a qualified audience and inspire honest discussions between industry peers. We very much hope that you will participate in our investigations and leave the event with insights and tools relevant to your business.

@luxurysociety | #luxchina www.facebook.com/luxurysociety

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AGENDA

1:00 pm - Welcome Address

1:05 pm - Who Is The Chinese Luxury Consumer?

1:25 pm - Beyond the Buzz: Wealth In China

1:45 pm - How Are Chinese Luxury Consumers Evolving?

2:30 pm - Refreshments Break

2:45 pm - Who Is The Travelling Chinese Luxury Consumer?

3:05 pm - How Are Luxury Brands Engaging Chinese Luxury Consumers Globally?

3:50 pm - Global Customer Service Strategies for Chinese Luxury Consumers

4:00 pm - Inspiration from the Universal Values of Luxury

4:30 pm - Refreshments Break

4:45 pm - How does the Chinese Luxury Consumer Behave Online?

5:05 pm - Who is the Chinese eCommerce Consumer?

5:25 pm - How are Luxury Brands Leveraging Digital in China?

6:10 pm - The Future of Luxury in China

6:30 pm - Cocktail Reception

Anson Bailey, Principal, Business Development, KPMG China Pierre-Yves Poulain, President, Luxury Society

Erwan Rambourg, Managing Director, HSBC Hong Kong

Jean-Luc Gustave, Vice President, Wealth-X

Robert Cheng, Vice-President of Marketing, The Peninsula Hotels Ty Dubay, President, NetJets China (Hong Kong) LimitedVincent Lai, Managing Director Greater China, Quintessentially LifestyleJames Thompson, Managing Director, Diageo Reserve

Amrita Banta, Managing Director, Agility Research & Strategy

Barbara Pang, Senior Vice President, Shangri La HotelsGregory Bielot, Managing Partner, East Meets West Fine WinesFrancis Gouten, Director, Gouten Consulting

Moderated by Sophie Doran, Editor in Chief, Luxury Society

Hervé de Gouvion Saint-Cyr, Director, Luxury Attitude

Christophe Balaresque, Luxury Brands Director, Arjowiggins

Pablo Mauron, General Manager China, Digital Luxury Group

Thibault Villet, Founder, Glamour Sales (MEI.com)

Marc Ardisson, Group Digital Director, Bluebell (Asia) Ltd.Aurélie Batmalle, International E-commerce Manager, NespressoClaire Chung, VP Global Business Development, Shangpin

Moderated by Sophie Doran, Editor in Chief, Luxury Society

Clément Brunet-Moret, Managing Director Asia Pacific, Goyard

KPMG is a global network of professional firms providing Audit, Tax and Advisory services.

We operate in 155 countries and have 155,000 people working in member firms around the world. The independent member firms of the KPMG network are affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. Each KPMG firm is a legally distinct and

separate entity and describes itself as such.

KPMG China has 16 offices in Beijing, Chengdu, Chongqing, Foshan, Fuzhou,Guangzhou, Hangzhou, Nanjing, Qingdao, Shanghai, Shenyang, Shenzhen, Tianjin, Xiamen,

Hong Kong SAR and Macau SAR, with around 9,000 people.

DISCOVER OUR NEW REPORT

Agility Research & Strategy is a World Class Research and Consulting company with a core focus on the Affluent and Luxury consumer. With over 30 years combined experience in understanding the Affluent consumer, Agility is truly “Fluent on the Affluent”™. Agility partners with leading brands in helping provide actionable insights through a suite of solutions aimed at growing their market share. 

www.agil ity-research.com

CONTRIBUTING EXPERTS

Luxury Attitude is a consulting and training company founded by Erik Perey and Lionel Meyer. Their objective - make their human assets the cornerstone of the client experience and narrow the gap between the brand promise and the client’s perception of the Brand.

For over 15 years, they have enabled more than 75,000 people worldwide to drive the success of their companies by adopting the Luxury Attitude, through training programs specially designed for the hospitality and luxury goods sectors.

www.luxury-attitude.com

Wealth-X  is a global UHNW prospecting, intelligence and wealth due diligence firm. The Singapore-based organisation is the definitive source of intelligence on the ultra wealthy, with the world’s largest collection of curated research on UHNW individuals. 

Wealth-X is the first organisation to focus exclusively on UHNW intelligence, research and insights to support Luxury, Wealth Management, Educational Institutions and Philanthropy professionals.

www.wealthx.com

Arjowiggins is the world’s leading manufacturer of creative and technical paper, with operations in Europe, North America, Latin America and Asia.  Through a strategy of constant innovation, the group provides clients with high added-value environmentally friendly products. 

Far from being a traditional paper manufacturer, Arjowiggins is a company with a focus on cutting-edge technology to provide its clients with the pioneering solutions best suited to their specific needs.

www.arjowigginscreativepapers.com

Digital Luxury Group (DLG) is the digital partner of forward-thinking luxury brands. With offices in Geneva, New York, Paris and Shanghai, DLG combines leading brand intelligence with bespoke digital marketing services. From creation to implementation, DLG empowers brand strategies with proprietary data and research (World Luxury Index™, WorldWatchReport™, WorldHandbagReport™).

www.digitalluxurygroup.com

Sophie Doran, Editor-In-Chief, Luxury Society

Sophie Doran is the Paris-based editor-in-chief of Luxury Society. Prior to joining Luxury Society, Sophie completed her MBA in Melbourne, Australia, whilst simultaneously working in management roles for several luxury retailers. She now oversees all editorial activities on Luxury Society and is responsible for the event design and content direction of Luxury Society Keynote.

www.luxurysociety.com

Pierre-Yves Poulain, President, Luxury Society

Pierre-Yves Poulain is the Paris-based President of Luxury Society, and Managing Partner of Digital Luxury Group, the Geneva-based company which acquired Luxury Society in April 2014. He now supervises Luxury Society event activities and international business development.

www.luxurysociety.com

Anson Bailey, Principal, Business Development, KPMG China

Anson has spent the last twenty years working in both industry and professional services covering strategic consulting across a number of countries in the Asia Pacific region. Anson joined KPMG in Hong Kong in 1999 and is currently a Partner based in the Hong Kong office heading up business development across the KPMG China Practice.

www.kpmg.com

HOSTS

1:05 PM WHO IS THE CHINESE LUXURY CONSUMER?KEYNOTE PRESENTATION (20M)

Beyond the buzz, who is the Chinese Luxury Consumer in 2014? How are their tastes, desires, habits and behaviours changing? How are demographics shifting? How does the younger generation perceive luxury? How much do they spend globally? What do they buy? Where do they buy it? And what are some trends to watch for the future?

Erwan Rambourg, Managing Director, HSBC Hong Kong

Erwan Rambourg is a Managing Director at HSBC in Hong Kong and the Head of Consumer & Retail Equity Research. He has been a top ranked analyst covering the luxury and sporting goods sectors for the bank for the past ten years. Rambourg joined HSBC in 2005 after working for eight years as a Marketing Manager in the luxury industry, notably for Richemont and LVMH.

www.erwanrambourg.com

How much is known about wealth in China? How many UHNW Individuals currently reside there? What about billionaires? Are the wealthy staying in China or moving their homes and investments overseas? Is wealth in China expected to continue to grow? What about the culture? What is the relationship between wealth and luxury in China?

1:30 PM BEYOND THE BUZZ: WEALTH IN CHINAKEYNOTE PRESENTATION (20M)

Jean-Luc Gustave, Vice President, Wealth-X

Jean-Luc Gustave is the Vice-President, Business Development (Luxury) for Wealth-X. He is based in Hong Kong, joining from Thomson Reuters where he was Managing Director for their Northeast Asia business. Prior to this position, he was Country Manager of France for World-Check, a provider of risk prevention services owned by Thomson Reuters.

www.wealthx.com

Robert Cheng, Vice-President of Marketing, The Peninsula Hotels Group

Robert Cheng is the Vice President, Marketing, in charge of branding, public relations, guest engagement and e-commerce for The Peninsula Hotels. A graduate of Brown University in the United States and INSEAD in France, Robert Cheng has held various positions in strategy, marketing and business development with luxury real estate and service companies.

www.peninsula.com

How are the needs and desires of the Chinese luxury consumer changing and what are the implications for luxury brands? As luxury awareness matures in Tier 1 and 2 cities, what products are Chinese consumers seeking? As wealth rises in Tier 3, 4 and 5 cities, how is luxury perceived in some of these destinations? And what about the rise of local luxury brands?

1:45 PM HOW ARE CHINESE LUXURY CONSUMERS EVOLVING?PANEL DISCUSSION (45M)

James Thompson, Managing Director, Diageo Reserve

James Thompson is Global Managing Director, Diageo Reserve (Diageo’s portfolio of luxury brands). He has worked at Diageo since 1994 in a variety of roles including President, Guinness Canada, SVP Marketing, Diageo North America, President, Global Marketing Vodkas/Rums/Ready-to-Drink brands, and Chief Marketing Officer, Asia Pacific/Global Travel. Before joining Diageo he worked for Unilever in London, New York and Brussels.

www.diageo.com

Vincent Lai, Managing Director Greater China, Quintessentially Lifestyle

Vincent Lai is the Managing Director of Greater China at Quintessentially Lifestyle, the global private members club offering lifestyle management services to the world’s most discerning individuals. His expertise in the business service industry and knowledge of the Asian luxury market has helped accelerate the company’s growth in both Hong Kong and Greater China.

www.quintessentially.com

Ty Dubay, President, NetJets China (Hong Kong) Limited

Dubay joined NetJets China in 2011, serving as Supervisor to the Board of Directors where he was able to leverage his personal experience and NetJets’ 49 years of experience in business aviation. Dubay was pro-moted to company President in 2012, and dispatched to work in Hong Kong. Prior to working with NetJets he served at Executive Jet Management.

www.netjets.com

2:45 PM WHO IS THE TRAVELLING CHINESE LUXURY CONSUMER?KEYNOTE PRESENTATION (20M)

Amrita Banta, Managing Director, Agility Research & Strategy

Amrita Banta is the Managing Director of Agility Research & Strategy.   A passionate researcher at heart, Amrita’s 18 years of experience working across various markets in Asia has helped her drive Agility’s core business on the Affluent consumer. Prior to Agility, Amrita headed the Asia operations of NASDAQ listed, Harris Interactive, a global online research firm, growing their International business out of Asia. 

www.agil ity-research.com

Over 87 million Chinese travelled in 2013, yet still only 5% of China’s population own passports. What are the facts about the traveling Chinese luxury consumer that brands need to know? Where do they travel? How do they travel? How is this evolving? What do they purchase? Why do they consume luxury overseas? And which destinations will be most important in the future?

Francis Gouten, Founder, Gouten Consulting

Francis Gouten has been working in the luxury for over 35 years, arriving in Asia in 2000 to build Richemont Asia Pacific and create the first Richemont subsidiary in China. In 2006 he established Gouten Consulting, to help luxury brands with their marketing and strategic development in Asia-Pacific and luxury real estate developers to position their new development within Greater China.

www.goutenconsulting.net

Barbara Pang, Senior Vice President, Shangri La Hotels

Based at the Island Shangri-La, Hong Kong, Barbara Pang directs the marketing  activities for 12 of the group’s hotels in Hong  Kong, Indonesia, Myanmar, Singapore, Taiwan, Thailand and Kota Kinabalu. Prior to her current appointment, Pang held senior marketing positions at various five-star hotels in Hong Kong and had worked in both operations and marketing at Kowloon and Island Shangri-La properties. www.shangri-la.com

Gregory Bielot, Managing Partner, East Meets West Fine Wines

Gregory is one of the founding partners of EMW Fine Wines together with Edouard Duval. In his current role he is managing the teams in Shenzhen and HK with the HK office having been established one year ago. For the previous five years he has managed the China sales team of around 50 people and being the GM of the Beijing office which he established in 2007. www.emw-wines.com

3:05 PM HOW ARE LUXURY BRANDS ENGAGING CHINESE LUXURY CONSUMERS GLOBALLY?PANEL DISCUSSION (45M)

With so much luxury consumption taking place outside of China, how are luxury brands working to reach Chinese travellers abroad? Or to ensure a consistent level of culturally appropriate service? What do luxury brand executives need to understand about the traveling Chinese luxury consumer? Where should the marketing start? What are some best-in-class examples of Chinese tourism programs abroad?

3:50 PM GLOBAL CUSTOMER SERVICE STRATEGIES FOR CHINESE LUXURY CONSUMERSKEYNOTE PRESENTATION (20M)

Attracting and engaging Chinese luxury consumers at home is now only half of the customer journey, as the majority of luxury purchases made by Chinese consumers are made outside of China. In this increasingly global market, what can luxury brands do to ensure the most minimal gap between brand promise and customer experience?

Hervé de Gouvion Saint-Cyr, Director, Luxury Attitude

Hervé de Gouvion Saint-Cyr is a director of Luxury Attitude, a consulting and training organization dedicated to the luxury hospitality and retail industries. Hervé began his career in the hospitality industry with Concorde Hotels Group, where he worked for nine years, both at the Hotel Lutetia Paris and then at the Hotel Ambas-sador as Director of Sales and Marketing.

www.luxury-attitude.com

4:10 PM INSPIRATION FROM THE UNIVERSAL VALUES OF LUXURYKEYNOTE PRESENTATION (20M)

Many a comparison is made between the East and the West and each corner of the world’s interpretation of luxury. But what values unite luxury brands and consumers across the world? How can they be integrated into marketing? Beyond culture and nationality, why should luxury brands above all focus on the Human-to-Human touch?

Christophe Balaresque, Luxury Brands Director, Arjowiggins Creative Papers

Christophe Balaresque is the Luxury Brands & Marketing Director of Arjowiggins Creative Papers. Today, his focus is to develop relationships with Luxury Brands helping them to distinguish themselves from others by using high quality fine papers. As a Marketing Director for Arjowiggins Creative Papers, a new and innovative marketing approach has been implemented, improving relations with printers, designers and brand owners.

www.arjowigginscreativepapers.com

4:45 PM

5:05 PM

HOW DOES THE CHINESE LUXURY CONSUMER BEHAVE ONLINE?KEYNOTE PRESENTATION (20M)

WHO IS THE CHINESE ECOMMERCE CONSUMER?KEYNOTE PRESENTATION (20M)

How does the Chinese luxury consumer behave from search intentions to social media to eCommerce? What are the key drivers of online behaviour and conversion? What are the most-searched-for brands, products and categories in China? What are the most promising social networks? How is this evolving? Will the future of online marketing in China be mobile?

What is the overall state of the Chinese eCommerce market? What is its current worth? How is it expected to grow? Where will the opportunities lie? How does the Chinese eCommerce consumer behave online when researching and purchasing luxury goods? Which categories are most popular online? And what are the key trends that will impact luxury consumption online in China in the future?

Pablo Mauron, General Manager China, Digital Luxury Group

Pablo Mauron is the General Manager of DLG China, based in Shanghai, where his team successfully manages 360° digital and consulting projects for major luxury brands. Working with both international brand headquar-ters and local Chinese teams, DLG China has the constant objective of localizing the values of luxury brands to the specificities of the Chinese market.

www.digitalluxurygroup.com

Thibault Villet, Founder, Glamour Sales (MEI.com)

Mr. Thibault Villet is CEO and founding partner of Glamour-Sales China. Created in 2009, Glamour Sales Group is the leading pan Asian authorized luxury private sales company operating in China and Japan. The company collaborates directly with international fashion, luxury and lifestyle brands, and helps them to sell their products online, providing outstanding product selection, presentation as well as superior customer experience. 

www.mei.com

Aurélie Batmalle, International E-commerce Manager, Nespresso

Aurelie Batmalle manages the e-commerce channel for the Asian Region for Nespresso including Hong Kong, Singapore, Taiwan, South Korea and China. She is established in Hong Kong from the beginning of the year after having worked 5 years in the Nespresso Headquarters in Switzerland in the International E-Business Department. Prior to joining Nespresso in 2009, she had worked in various companies and digital agencies in France, Canada and Switzerland. www.nespresso.com

How are luxury brands leveraging digital marketing and distribution strategies in China? What are the key platforms for attracting consumers online? How is this changing? Where should digital marketing be deployed – at home or abroad? What role does digital play in distribution? What role will it play in the future?

5:25 PM HOW ARE LUXURY BRANDS LEVERAGING DIGITAL IN CHINA?PANEL DISCUSSION (45M)

Marc Ardisson, Group Digital Director, Bluebell (Asia) Ltd.

Marc Ardisson manages the digital activities at Bluebell, a major distributor in fashion and luxury industry in Asia. Based in Hong Kong he is running eCommerce sites all around Asia and also support brands who wants to start their online business in the Region. His industry experience includes work for Chanel, Nespresso, American Express, UGG and Carven.

www.bluebellgroup.com

Claire Chung, VP Global Business Development, Shangpin

Claire Chung began her international career in New York at The Citibank Private Bank, Art Advisory Service. She later joined Christie’s, where she launched their Client Advisory Services Group in Hong Kong and later moved to HQ in London to cover all of Asia, except Japan. Claire is now responsible for global business development, brand management, and corporate strategy at Shangpin, the first and most successful online, full-price retailer of authorized designer and contemporary fashion in China.

www.shangpin.com

6:10 PM THE FUTURE OF LUXURY IN CHINACONVERSATIONNAL INTERVIEW (20M)

Today we have discussed what has happened and is happening in China, but what about the future of Chinese luxury consumption? Where will these consumers shop? What type of brands will they buy? Will it be Chinese brands that become the most popular? Or will consumers continue to take inspiration from Western brands? Most of all, how will future Chinese consumers interpret luxury?

Clément Brunet-Moret, Managing Director Asia Pacific, Goyard

Clement Brunet-Moret has worked in the luxury industry since 1997 when he joined the Richemont Group, eventually overseeing Cartier’s Far East operations for over five years, before moving onto posts at Maubossin and Favre-Leuba. In 2012 he was appointed General Manager Asia Pacific of Goyard, the oldest Parisian trunk maker still in business. Mr Brunet-Moret has a strong retail background having opened new boutiques with new teams throughout Asia.

www.goyard.com

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