中国消费者仍是全球最大的奢侈品购买群体,与此同时,中国本上奢侈品品牌仍是空白。中国如何创建奢侈品品牌?巴黎HEC商学院市场营销系教授、《奢侈品战略》一书的合著作者Jean-Noel Kapferer的观点值得一读。CE:最近,法国Longchamp在上海的特卖会因为抢购人数太多而叫停,中国对奢侈品的需求仍然很火爆,国际奢侈品品牌如何应对中国巨大的市场?KaDferer:应该抵制这种过热的需求。奢侈品是一个生产小于需求的产业, Chinese consumers are still the largest group of luxury buyers in the world, meanwhile, the luxury brands in China are still blank. How does China create a luxury brand? The view of Jean-Noel Kapferer, a professor of marketing at HEC Paris and co-author of The Luxury Strategy, is worth reading. CE: Recently, the sale of French Longchamp in Shanghai will be halted because of too many buyers. The demand for luxury goods in China is still very hot. How should international luxury brands deal with the huge market in China? KaDferer: This overheating demand should be resisted . Luxury is a production less than demand industry,