China's luxury market booms as the country's economy strengthens
(16 Aug 2010)
AP Television
August 11, 2010 - Beijing, China
1. Medium low angle of woman opening cabinet
2. Medium tilt-down from back woman taking out shoes and trying on feet
3. Close shot woman's hands picking out shoes
4. Close shot woman's face
5. Medium shot woman's feet
6. Wide shot woman inside closet
7. Close shot woman's hands handling bags
8. SOUNDBITE(Mandarin) Xie Xiaoya, partner of an advertising agency
Brands bring to people a kind of self-confidence and social recognition. With this common sense people are all chasing luxury brands and if you don't have any, you will be questioned by others about your financial capability and others will wonder if you are living in a difficult situation.
AP Television
August 12, 2010 - Beijing, China
9. Wide low angle pan of skyscrapers
10. Wide shot people walking outside Gucci shop
11. Medium tracking of two women walking and stopping to look at bags at window
AP Television
July 19, 2010 - Beijing, China
12. Wide pan news conference
13. Medium shot man talking
14. Close shot reporters
15. Close tilt-down screen
16. SOUNDBITE(English )Jean-Michel Dumont, Chairman, Ruder Finn Asia
So this is really a reflection of society change, the economic trends of China as a whole. And in fact there is definitely a willingness of the Chinese consumers today to really go to the luxury segment of consumption and really buy products that reflect their new wealth and their own personality.
AP Television
July 29, 2010 - Beijing, China
17. Wide shot interior of a luxury shop
18. Medium shot woman looking at bags
19. Close shot bags on shelf
20. Close shot bag on shelf
21. Medium shot customers at the shop
22. SOUNDBITE (Mandarin) Ge Zing, Manager, Lenux Luxury store
The economic setbacks actually did not have big impact on the high-end consumption in China. Looking at the whole world you can see that almost all the luxury brands are suffering from a shrinking market in all parts of the world except China where the market is still growing. Therefore we are very confident and that's why we decided to open the store in China.
AP Television
July 22, 2010 - Beijing, China
23. Medium shot a staff worker of Cartier checking a watch
24. Close shot worker checking watch
25. Close shot Cartier watches and price tags
26. Close tilt-up of Cartier jewelry
27. Close shot jewellery and price tags
AP Television
July 19, 2010 - Beijing, China
28. SOUNDBITE (English)Jean-Michel Dumont, Chairman, Ruder Finn Asia
Now there is a new trend of consumers that are really looking at 'I'm different, I'm not like everybody else, so I need something that reflects my personality'. So some brands will really have to look at segmenting their collections to really tap into the segments. But it also opens the door for a lot of new enterers to this market that didn't make it in the last decade or so and who will come and be able to actually get into a niche and really be able to fill a need, that is adjust a new need.
AP Television
August 12, 2010 - Beijing, China
29. Wide tilt-down of exterior of a luxury mall in Beijing
30. Medium tracking of woman walking carrying a bag
31. Wide shot exterior of Armani shop
32. Medium shot women walking
AP Television material
August 11, 2010 - Beijing, China
33. SOUNDBITE (Mandarin) Xie Xiaoya, partner of an advertising agency
Girls love the feeling of being able to attract attention. When the eyes of others focus on you, you just feel like becoming a princess and that is a feeling a woman would chase for her whole life, and the demand for that feeling which is endless is forcing us to consume these fashionable and beautiful goods.
AP Television material
July 22, 2010 - Beijing, China
AP Television material
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Chinese taxi ride
Beijing sure has been interesting so far. The cars on the road get within centimeters of each other but never hit (well, rarely.) Still, I feel like I take my life in my hands every time I get in a taxi.