• Faculty & Research

    Knowledge creation on China, from proven China experts.

    386
  • Faculty & Research

    Knowledge creation on China, from proven China experts.

    386
  • Faculty & Research

    Knowledge creation on China, from proven China experts.

    386

Video & Podcast

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CEIBS Pre-MBA Boot Camp

September 07, 2015

Didn’t make it to our Pre-MBA Summer Boot Camp? Highlights from 6 days of classes, company visits and fun-filled activities across Shanghai. 

September 11, 2014

59 students, 22 countries, 5 days. This is the CEIBS Boot Camp experience!

Prestige Brands Forum

October 28, 2016

Andrew Wu, LVMH Group President for Greater China, gives his personal insights on whether small or niche brands can achieve big brand status. He also talks about how to stay on top of the luxury industry once you get there.

October 27, 2016

CEIBS Adjunct Professor of Marketing Michel Gutsatz explains the difference between luxury and the concept of ‘See Now, Buy Now’.

October 18, 2016

“When you’re a brand, you look at your customers. Your customers are on WeChat; so you have to be there,” says CEIBS Adjunct Professor of Marketing, Michel Gutsatz. He points out that the multi-purpose app takes up 35% of the four hours per day the average Chinese person spends on his phone. Savvy prestige brands, Prof. Gutsatz says, can use the platform as a relationship builder, one that provides an opportunity for interaction at the personal level. “This is the essence of luxury, personalisation. It’s also about having a one-to-one conversation.  This is what you, as a customer, require today. So WeChat is a great, great instrument for luxury brands. But they still have to learn how to use it correctly.” 

October 17, 2016

“The change in luxury, not just here in China but globally, has definitely affected our strategy,” says Daegal Ritz, Senior Vice President for Marketing at BSH Home Appliances (China) Co., Ltd. He was speaking on the side lines of the 8th CEIBS Prestige Brands Forum. “[In terms of] digital, we see that China is pretty much in the lead. So for us, China is a hub to learn how to play on this field.” That seems sound strategy, as Chinese are the number one consumers of luxury, accounting for about 29% of global sales.

The luxury experience is something that Ritz can relate to. It’s a large part of his company’s marketing strategy for its Gaggenau line which is described as not mere kitchen appliances but a culinary experience – one to be shared with friends. “What we are looking at is how to combine this luxury experience, in a connected world, in order to get interaction,” he says. In China, where he has lived for the past eight years, social media is an important part of their strategy. “We are creating accounts, for example on WeChat, in order to distribute this culinary experience that you are having while you are cooking with Gaggenau, with your friends. It’s also a way to see who else is having the Gaggenau experience – designers, artists, etc.,” Ritz adds.

October 17, 2016

Michaela Merk, Associate Professor of Luxury Marketing, Retail and Digital Management at University Paris Dauphine, says prestige brands hoping to successfully adapt to – and even thrive in – today’s digital world need to remember that it all comes down to people. “Growing digitalisation drives, and needs, growing humanisation,” said the author of Luxury Sales Management, Winning over the Strategies of your Brand Ambassadors. This means transforming sales teams, already in traditional bricks and mortar stores, into brand ambassadors. “The luxury customer wants to have an exceptional experience, with exceptional people, with an exceptional brand. It’s not [about] management through money, it’s management through emotions!” she explained.

July 02, 2015

Through luxury you learn quality. If you want to touch the people of the new generation you have to teach them through an enjoyable moment. ~ Corinne Poux-Bernard, Creative Strategy Consultant; Former Director of Innovation, Hermes; Co-Founder, thinkers Consulting Company.

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July 02, 2015

Invest in talent and creativity, and protect it. ~ Corinne Poux-Bernard, Creative Strategy Consultant; Former Director of Innovation, Hermes; Co-Founder, thinkers Consulting Company

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June 26, 2015

What’s driving the 200B Euro market for fake goods? Global volume of fake goods sold per year is comparable to illegal drugs market. The problem isn’t the suppliers, it’s the buyers ~ Meisterkreis’ Clemens Pflanz at the 7th Prestige Brands Forum 2015, organised by CEIBS in Shanghai.