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Photo Source: gokatayama

Shanghai, 25 April 2012   In partnership with:
A new luxury benchmark is born.
       Created as a way to provide luxury brands with a
       standardized way of measuring brand interest at
        an international level, Digital Luxury Group, in
           partnership with Luxury Society, unveils:


                             The World Luxury Index.
       An international ranking and analysis of the most
        searched-for brands within the luxury industry.



© Digital Luxury Group, SA                                 2
China takes the Stage.
                                             By 2015, China is expected to surpass
                                            Japan as the world's number 1 luxury
                                           market, accounting for more than 20% of
                                                     the global demand.
                                                                  ~ McKinsey Insights China, 2011




                                          With new statistics on the luxury
                                          industry in China being shared each
                                          day, the time is right for a
                                          standardized benchmark. Introducing
                                          The World Luxury Index China
Photo source: rzganoza via Flickr
© Digital Luxury Group, SA                                                                          3
The World Luxury Index China.
    Covering:




        400+ brands                      150 million+ searches*
        6 Key
     Segments                Cars   Fashion   Beauty Hospitality Jewelry Watches

     Unbiased insights from the top
     search engines in China:
                                                * From November   December 2011    4
© Digital Luxury Group, SA
© Digital Luxury Group, SA   Photo source:: paradiseintheworld.com   5
Top 50 Most-Searched For Luxury Brands in China.
        1   Audi                        26   Swarovski
        2   BMW                         27   Maserati
        3   Louis Vuitton       ·       28   Armani
        4   Mercedes Benz           -   29   Prada
        5   Chanel                      30   Longines
        6   Lexus                       31   Bentley
        7   Estée Lauder                32   Tiffany & Co.
        8   Dior                        33   Rolls Royce
        9   Porsche                     34   Jaguar
       10   Lamborghini                 35   Biotherm
       11   Lancôme                     36   Omega
       12   Volvo                       37   Versace
       13   Hermès                      38   Sheraton
       14   Chow Tai Fook               39   Lincoln
       15   Infiniti                    40   Clarins
       16   Land Rover                  41   Acura
       17   Ferrari                     42   Moncler
       18   Clinique                    43   Borghese
       19   Gucci                       44   Benefit
       20   Cadillac                    45   Hilton
       21   Cartier                     46   Rolex
       22   Burberry                    47   Anna Sui
       23   Shiseido                    48   Salvatore Ferragamo
       24   Coach                       49   Guerlain
       25   Maybach                     50   Intercontinental
       www.dlgr.com/chinarank                           November-December 2011
                                                          © Digital Luxury Group   6
By Luxury Segment.
        CARS                 FASHION   BEAUTY   HOSPITALITY WATCHES JEWELRY
#1


#2


#3



© Digital Luxury Group, SA                                                    7
European brands shine.
     Overall, Chinese consumers show a strong interest
     for brands originating from Europe, comprising of
     78% of the total searches:

         TOP 5 COUNTRIES OF ORIGIN



             32.8%           22.08%   12.20%   11.72%   7.29%




© Digital Luxury Group, SA                                      8
Automobile searches lead.
     Cars make up an impressive 54% of total searches
     for luxury brands in China:

                                       BREAKDOWN BY SEGMENT
                                            Watches   Hospitality
                                             3%          2%
                                  Jewelry
                                    6%


                             Fashion
                               17%
                                                                         Cars
                                                                         54%


                                 Beauty
                                  18%                               Source: Digital Luxury Group

© Digital Luxury Group, SA                                                                         9
© Digital Luxury Group, SA   Photo source::. static.fc2.com   10
INSIGHT #1:          Luxury on the road.
     Audi is the most sought after luxury brand in China, with
     BMW closely following in 2nd place.

     Chinese consumers search extensively for cars,
     representing 18 of the top 50 most searched for luxury
     brands.




                        The Audi A4                                                 The Audi A6
                                      Top two most-searched Audi models in China.



© Digital Luxury Group, SA                                                                        11
INSIGHT #1:   Luxury on the road.
                   AUDI IN CHINA
                 § Entered China in 1988 through a
                   strategic cooperation with a
                   government-owned company
                 § This relationship with the
                   government made Audi a major
                   player in the market
                 § Audi now produces the A6L and
                   A4L sedans, as well as the Q5
                   SUV, in China and imports a
                   slew of models such as the A8,
                   Q7, A7, A3, TT and R8.1
                                                     12
INSIGHT #1:   Luxury on the road.
     73% of Audi-related searches in China are for
     specific car models:

          BREAKDOWN OF SEARCH INTENTIONS FOR AUDI                   TOP AUDI MODELS
                  Brands &           Points of
                  Products                                          A4        22.40%
                                       Sale
                     6%                 2%                          A6        22.04%
         Pre-Owned
             8%                                                     A8        10.33%
           Price                                                    Q5        9.22%
           11%                                                      A3        7.52%
                                                    Collections     TT        7.39%
                                                    & Models
                                                       73%          A5        7.27%
                                                                    Other     13.84%
                                     Source: Digital Luxury Group



© Digital Luxury Group, SA                                                             13
Photo source: commons.wikimedia.org
© Digital Luxury Group, SA            14
INSIGHT #2             Chinese brand stars in Jewelry.
     Out of 85 brands analyzed, Chinese brand Chow Tai Fook
     is the most searched-for jewelry brand in China, far
     surpassing 2nd and 3rd ranked brands, Cartier and
     Swarovski:


                   #1                  #2          #3




© Digital Luxury Group, SA                                     15
INSIGHT #2             Chinese brand stars in Jewelry.
                                         CHOW TAI FOOK
                                         § Chow Tai Fook, has more
                                           than 1,500 watch and
                                           jewelry outlets across 320
                                           cities in China, Hong Kong,
                                           and Macau. Cartier has
                                           about 300.

                                         § Over 70% of revenues are
                                           from products in a price
                                           range of HK $2,000 ($250) to
                                           HK $100,000 ($13,000)2
© Digital Luxury Group, SA                                                16
Photo source: maosuit.com

 © Digital Luxury Group, SA   17
INSIGHT #3          Impact of language differences.
     Unlike the other parts of the world, Western brands in
     China often find that the public calls the brand something
     other than the official name. This is illustrated by looking
     at the names used when Chinese search for Burberry:



                                                                    (Unofficial
                                             9%                     Chinese name)

                                       15%
           BREAKDOWN OF SEARCHES BY                                 (Official
                                                                    Chinese name)
                 BRAND NAME                       76%
                                                                    Burberry
                                                                    (English name)

                                                        Source: Digital Luxury Group



© Digital Luxury Group, SA                                                             18
INSIGHT #3   Impact of language differences.
                     Some brands are more recognized for
                     shortened versions of their official
                     names:

                     63% of searches for Louis Vuitton
                     were made using LV instead of
                      Louis Vuitton

                                                          "LV"

                              37%
                                                          "        "
                                        63%               and "Louis
                                                          Vuitton"

                                        Source: Digital Luxury Group
                                                                       19
INSIGHT #3          Impact of language differences.
                                 Other brands have adapted their
                                 names to paraphrases instead of
                                 using a literal translation of their
                                 brand name, to resonate more closely
                                 with Chinese consumers

                                 For example: Hermès in Chinese [
                                      ] means an elegant man who
                                 loves horsing and Land Rover [
                                   ] means a tiger on the road.




© Digital Luxury Group, SA                                              20
© Digital Luxury Group, SA   Photo source: maosuit.com   21
INSIGHT #4 Top fashion brands show different strengths.
     The top 3 most-searched fashion brands in the Top
     50 ranking, Louis Vuitton (#3), Chanel (#5), and
     Dior (#8) each lead through different segments:


                    Dior
                                                                            Fashion

                 Chanel                                                     Beauty
                                                                            Jewelry
                                                                            Watches
         Louis Vuitton


                             0%   20%   40%   60%   80%   100%
                                                           Source: Digital Luxury Group



© Digital Luxury Group, SA                                                                22
INSIGHT #4 Top fashion brands show different strengths.
      A look at the most popular product-related keywords in
      Baidu for these three brands uncovers further insights:




 1.       LV wallet            1.             Chanel perfume   1.   Dior perfume
 2.   Louis Vuitton bags       2.             Chanel bags      2.       Dior J'adore perfume
 3.   Louis Vuitton handbags   3.   Chanel Bags                3.      Dior perfume price



      Interestingly, Dior is most recognized for its fragrances,
      which come in at a potentially lower price point than the
      handbags and accessories which Louis Vuitton and Chanel
      are better known for. This may point to a possible
      difference in brand revenues.
© Digital Luxury Group, SA                                                                23
Photo source:: snappylifestyle.com
 © Digital Luxury Group, SA          24
INSIGHT #5   Surprises Abound.
                 Borghese, a beauty brand not
                 particularly well-known in the US
                 and Europe is fascinatingly
                 strong in China

                 Ranked #43, Borghese surpasses
                 other notable beauty brands
                 Benefit and Guerlain

                 Thanks to its highly regarded face
                 masks, Borghese, has been the
                 talk of beauty forums and blogs
                 even long before the brand s
                 official entry into the Chinese
                 market
                                                      25
INSIGHT #5   Surprises Abound.
                French outerwear brand, Moncler,
                ranks a surprisingly strong #42,
                surpassing long-established brands
                like Rolex and Ferragamo

                Thanks to its sponsorship of the TV
                series Naked Wedding (           )
                which achieved massive popularity
                in China throughout 2011, Moncler
                has captured the interest of luxury
                shoppers


                                                      26
ABOUT.
     The World Luxury Index is an international ranking and analysis of the most
     searched-for brands within the luxury industry. Covering over 400
     brands within six key segments (fashion, beauty, jewelry, cars, watches,
     and hospitality) in ten key luxury markets, the World Luxury Index provides
     insights on the unbiased search inputs coming from global luxury
     consumers in the world s top search engines (Google, Bing, Baidu,
     Yandex). The result is a one-of-a-kind benchmark of the luxury brands
     capturing the attention of luxury-minded consumers around the world.

     Digital Luxury Group has a history in luxury industry market
     intelligence. Since 2004, the WorldWatchReport has provided the luxury
     watch industry with unmatched insights and garnered attention from
     the world s leading publications:




© Digital Luxury Group, SA                                                         27
ABOUT.
                             With offices in New York, Geneva, Shanghai, and
                             Dubai, Digital Luxury Group (DLG) is the first
                             international company dedicated exclusively to the
                             design and implementation of digital
                             communication strategies for luxury brands.
  www.digital-luxury.com


                             Luxury Society is the world's most influential
                             online community of top luxury executives. Based
  www.luxurysociety.com      in Paris, with members in more than 150 countries,
                             Luxury Society informs and connects CEOs,
                             managers, journalists, consultants, designers and
                             analysts from across the luxury industry.


© Digital Luxury Group, SA                                                        28
CONTACT.
GENEVA                NEW YORK              SHANGHAI               DUBAI
7 Avenue Krieg        590 Madison Ave       Room 810, B Block      Suite 1509, Shatha Tower,
1208 Geneva           New York, NY 10022    Zijin Plaza            Dubai Media City
                                            No. 701 Gudun Road     PO Box 50954
                                            Hangzhou               Dubai

T: +41 22 702 07 60   T: +1 212-521-4310    T: +86 571 8883 9161   T: +971 4 454 8464
E: geneva@digital-    E: newyork@digital-   E: shanghai@digital-   E: dubai@digital-luxury.com
luxury.com            luxury.com            luxury.com




                               www.digital-luxury.com

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World Luxury Index China - Top 50 Most-Searched For Luxury Brands in China

  • 1. Photo Source: gokatayama Shanghai, 25 April 2012 In partnership with:
  • 2. A new luxury benchmark is born. Created as a way to provide luxury brands with a standardized way of measuring brand interest at an international level, Digital Luxury Group, in partnership with Luxury Society, unveils: The World Luxury Index. An international ranking and analysis of the most searched-for brands within the luxury industry. © Digital Luxury Group, SA 2
  • 3. China takes the Stage. By 2015, China is expected to surpass Japan as the world's number 1 luxury market, accounting for more than 20% of the global demand. ~ McKinsey Insights China, 2011 With new statistics on the luxury industry in China being shared each day, the time is right for a standardized benchmark. Introducing The World Luxury Index China Photo source: rzganoza via Flickr © Digital Luxury Group, SA 3
  • 4. The World Luxury Index China. Covering: 400+ brands 150 million+ searches* 6 Key Segments Cars Fashion Beauty Hospitality Jewelry Watches Unbiased insights from the top search engines in China: * From November December 2011 4 © Digital Luxury Group, SA
  • 5. © Digital Luxury Group, SA Photo source:: paradiseintheworld.com 5
  • 6. Top 50 Most-Searched For Luxury Brands in China. 1 Audi 26 Swarovski 2 BMW 27 Maserati 3 Louis Vuitton · 28 Armani 4 Mercedes Benz - 29 Prada 5 Chanel 30 Longines 6 Lexus 31 Bentley 7 Estée Lauder 32 Tiffany & Co. 8 Dior 33 Rolls Royce 9 Porsche 34 Jaguar 10 Lamborghini 35 Biotherm 11 Lancôme 36 Omega 12 Volvo 37 Versace 13 Hermès 38 Sheraton 14 Chow Tai Fook 39 Lincoln 15 Infiniti 40 Clarins 16 Land Rover 41 Acura 17 Ferrari 42 Moncler 18 Clinique 43 Borghese 19 Gucci 44 Benefit 20 Cadillac 45 Hilton 21 Cartier 46 Rolex 22 Burberry 47 Anna Sui 23 Shiseido 48 Salvatore Ferragamo 24 Coach 49 Guerlain 25 Maybach 50 Intercontinental www.dlgr.com/chinarank November-December 2011 © Digital Luxury Group 6
  • 7. By Luxury Segment. CARS FASHION BEAUTY HOSPITALITY WATCHES JEWELRY #1 #2 #3 © Digital Luxury Group, SA 7
  • 8. European brands shine. Overall, Chinese consumers show a strong interest for brands originating from Europe, comprising of 78% of the total searches: TOP 5 COUNTRIES OF ORIGIN 32.8% 22.08% 12.20% 11.72% 7.29% © Digital Luxury Group, SA 8
  • 9. Automobile searches lead. Cars make up an impressive 54% of total searches for luxury brands in China: BREAKDOWN BY SEGMENT Watches Hospitality 3% 2% Jewelry 6% Fashion 17% Cars 54% Beauty 18% Source: Digital Luxury Group © Digital Luxury Group, SA 9
  • 10. © Digital Luxury Group, SA Photo source::. static.fc2.com 10
  • 11. INSIGHT #1: Luxury on the road. Audi is the most sought after luxury brand in China, with BMW closely following in 2nd place. Chinese consumers search extensively for cars, representing 18 of the top 50 most searched for luxury brands. The Audi A4 The Audi A6 Top two most-searched Audi models in China. © Digital Luxury Group, SA 11
  • 12. INSIGHT #1: Luxury on the road. AUDI IN CHINA § Entered China in 1988 through a strategic cooperation with a government-owned company § This relationship with the government made Audi a major player in the market § Audi now produces the A6L and A4L sedans, as well as the Q5 SUV, in China and imports a slew of models such as the A8, Q7, A7, A3, TT and R8.1 12
  • 13. INSIGHT #1: Luxury on the road. 73% of Audi-related searches in China are for specific car models: BREAKDOWN OF SEARCH INTENTIONS FOR AUDI TOP AUDI MODELS Brands & Points of Products A4 22.40% Sale 6% 2% A6 22.04% Pre-Owned 8% A8 10.33% Price Q5 9.22% 11% A3 7.52% Collections TT 7.39% & Models 73% A5 7.27% Other 13.84% Source: Digital Luxury Group © Digital Luxury Group, SA 13
  • 14. Photo source: commons.wikimedia.org © Digital Luxury Group, SA 14
  • 15. INSIGHT #2 Chinese brand stars in Jewelry. Out of 85 brands analyzed, Chinese brand Chow Tai Fook is the most searched-for jewelry brand in China, far surpassing 2nd and 3rd ranked brands, Cartier and Swarovski: #1 #2 #3 © Digital Luxury Group, SA 15
  • 16. INSIGHT #2 Chinese brand stars in Jewelry. CHOW TAI FOOK § Chow Tai Fook, has more than 1,500 watch and jewelry outlets across 320 cities in China, Hong Kong, and Macau. Cartier has about 300. § Over 70% of revenues are from products in a price range of HK $2,000 ($250) to HK $100,000 ($13,000)2 © Digital Luxury Group, SA 16
  • 17. Photo source: maosuit.com © Digital Luxury Group, SA 17
  • 18. INSIGHT #3 Impact of language differences. Unlike the other parts of the world, Western brands in China often find that the public calls the brand something other than the official name. This is illustrated by looking at the names used when Chinese search for Burberry: (Unofficial 9% Chinese name) 15% BREAKDOWN OF SEARCHES BY (Official Chinese name) BRAND NAME 76% Burberry (English name) Source: Digital Luxury Group © Digital Luxury Group, SA 18
  • 19. INSIGHT #3 Impact of language differences. Some brands are more recognized for shortened versions of their official names: 63% of searches for Louis Vuitton were made using LV instead of Louis Vuitton "LV" 37% " " 63% and "Louis Vuitton" Source: Digital Luxury Group 19
  • 20. INSIGHT #3 Impact of language differences. Other brands have adapted their names to paraphrases instead of using a literal translation of their brand name, to resonate more closely with Chinese consumers For example: Hermès in Chinese [ ] means an elegant man who loves horsing and Land Rover [ ] means a tiger on the road. © Digital Luxury Group, SA 20
  • 21. © Digital Luxury Group, SA Photo source: maosuit.com 21
  • 22. INSIGHT #4 Top fashion brands show different strengths. The top 3 most-searched fashion brands in the Top 50 ranking, Louis Vuitton (#3), Chanel (#5), and Dior (#8) each lead through different segments: Dior Fashion Chanel Beauty Jewelry Watches Louis Vuitton 0% 20% 40% 60% 80% 100% Source: Digital Luxury Group © Digital Luxury Group, SA 22
  • 23. INSIGHT #4 Top fashion brands show different strengths. A look at the most popular product-related keywords in Baidu for these three brands uncovers further insights: 1. LV wallet 1. Chanel perfume 1. Dior perfume 2. Louis Vuitton bags 2. Chanel bags 2. Dior J'adore perfume 3. Louis Vuitton handbags 3. Chanel Bags 3. Dior perfume price Interestingly, Dior is most recognized for its fragrances, which come in at a potentially lower price point than the handbags and accessories which Louis Vuitton and Chanel are better known for. This may point to a possible difference in brand revenues. © Digital Luxury Group, SA 23
  • 24. Photo source:: snappylifestyle.com © Digital Luxury Group, SA 24
  • 25. INSIGHT #5 Surprises Abound. Borghese, a beauty brand not particularly well-known in the US and Europe is fascinatingly strong in China Ranked #43, Borghese surpasses other notable beauty brands Benefit and Guerlain Thanks to its highly regarded face masks, Borghese, has been the talk of beauty forums and blogs even long before the brand s official entry into the Chinese market 25
  • 26. INSIGHT #5 Surprises Abound. French outerwear brand, Moncler, ranks a surprisingly strong #42, surpassing long-established brands like Rolex and Ferragamo Thanks to its sponsorship of the TV series Naked Wedding ( ) which achieved massive popularity in China throughout 2011, Moncler has captured the interest of luxury shoppers 26
  • 27. ABOUT. The World Luxury Index is an international ranking and analysis of the most searched-for brands within the luxury industry. Covering over 400 brands within six key segments (fashion, beauty, jewelry, cars, watches, and hospitality) in ten key luxury markets, the World Luxury Index provides insights on the unbiased search inputs coming from global luxury consumers in the world s top search engines (Google, Bing, Baidu, Yandex). The result is a one-of-a-kind benchmark of the luxury brands capturing the attention of luxury-minded consumers around the world. Digital Luxury Group has a history in luxury industry market intelligence. Since 2004, the WorldWatchReport has provided the luxury watch industry with unmatched insights and garnered attention from the world s leading publications: © Digital Luxury Group, SA 27
  • 28. ABOUT. With offices in New York, Geneva, Shanghai, and Dubai, Digital Luxury Group (DLG) is the first international company dedicated exclusively to the design and implementation of digital communication strategies for luxury brands. www.digital-luxury.com Luxury Society is the world's most influential online community of top luxury executives. Based www.luxurysociety.com in Paris, with members in more than 150 countries, Luxury Society informs and connects CEOs, managers, journalists, consultants, designers and analysts from across the luxury industry. © Digital Luxury Group, SA 28
  • 29. CONTACT. GENEVA NEW YORK SHANGHAI DUBAI 7 Avenue Krieg 590 Madison Ave Room 810, B Block Suite 1509, Shatha Tower, 1208 Geneva New York, NY 10022 Zijin Plaza Dubai Media City No. 701 Gudun Road PO Box 50954 Hangzhou Dubai T: +41 22 702 07 60 T: +1 212-521-4310 T: +86 571 8883 9161 T: +971 4 454 8464 E: geneva@digital- E: newyork@digital- E: shanghai@digital- E: dubai@digital-luxury.com luxury.com luxury.com luxury.com www.digital-luxury.com