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China EdgeIntroduction

Plan. Engage. Deliver.October, 2013

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The China Edge Way

The New Perspective

The China Edge Way

Benefits for Brands

The China Edge Story

China Edge Services

Core Services

Additional Services

Added-Value Partnership

Management Bios

Contact & Follow Us

Contents

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The China Edge WayPlan. Engage. Deliver.

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The New Perspective

The global Chinese consumer is now the

biggest luxury market in the world, and

60% of their spending is outside

mainland China

By taking a structured, 3-dimentional

approach, China Edge helps brands

target, capture and retain the overseas

luxury spending of wealthy Chinese

consumers from a position of strength -

in their home market

CHINESE. NOT CHINA

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Plan

Engage

Deliver

Plan the strategy and promotion, & manage the risks, with customised

needs analysis & tailored materials & action plan

Engage Chinese consumers via targeted travel industry &

digital/social campaigns, & bring them in-store

Deliver staff training to customise

service & boost sales

The China Edge Way

3-DIMENTIONAL. END-TO-END

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Benefits for Brands

From market knowledge to action plan

& implementation

Social following & engagement

Visitors to the Chinese landing pages

Sales to Chinese visitors

Off-peak sales around Chinese holidays

Increased brand value

Local leverage for China market

entry or expansion

PROFIT GROWTH. BRAND VALUE

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The China Edge Story

China Edge brings a fresh perspective to the

China opportunity for luxury brands – by

focusing on the consumer, not the country

The company was formed by China and

luxury specialists, bringing together years of

experience in China strategy & risk, tourism,

digital & social, cross-cultural training, and

luxury marketing

China Edge provides an end-to-end

platform to help brands target, engage and

serve the global Chinese consumer, creating

opportunities for growth in sales and

brand value

MARKETS. WITHOUT BORDERS

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China Edge ServicesBriefings. Marketing. Training. Strategy

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Core Services

China Edge core services include:

Briefings on key issues

China Toolkit. Market reference and guide

China-Ready Programme. Management & staff

training, including China-Ready certification

China Kick-Start Programme. End-to-end

solution for Chinese consumer engagement

Please contact us for more information

on these, and our customised advisory

services

BRIEFINGS. MARKETING. TRAINING

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Additional Services

The China Edge network can provide a wide

range of support services, including:

Chinese Naming, Translation & Interpreting

Trade Mark & Domain Name Registration

Online Brand Monitoring & Metrics

Concierge Services for VIP Customers

Market Research & Mystery Shopping

Market Entry & Company Formation

Public Relations & Advertising

Recruitment, Due Diligence

COMPREHENSIVE. SUPPORT

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Added-Value Partnership

China Edge provides extra value-add via

brand partnership, and connections to key

Chinese audiences

High-net worth Chinese associations,

professionals & student communities

China Edge community of luxury hospitality,

retail & tax-free groups

High-level access to the China jewellery

market

PR contacts in B2B and B2C channels

China Edge online & social networks

China Edge Certified directory

CONNECT. PROMOTE

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China Edge ManagementExpertise. Experience. Energy.

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Jeremy Gordon

Director of China Business Services

Over 20 years’ China experience in trade, investment and consulting

Previously China Business Specialist at UK Trade & Investment, and

Committee Member at the 48 Group Club

China luxury experience includes research, strategy and market entry support

across sectors including: publishing, jewellery, retail and private clubs

Contact: jeremy@chinaedge.co.uk

STRATEGY. RISK MANAGEMENT

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Roy Graff

Over 18 years of hospitality, retail and tourism industry experience in China

Led the development of independent travel business in China on behalf of

Gullivers Travel Associates

Fluent Mandarin Chinese speaker and student of Chinese philosophy, literature

and poetry

Managing Director of ChinaContact; works with luxury businesses on strategies

and implementation of China market access

Contact: roy@chinaedge.co.uk

MARKETING. TRAVEL. CONSUMER

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Arnold Ma

Digital Marketing Director at Qumin, London’s first UK-China Digital Agency

Experienced in Digital Marketing on both client and agency side

Hands-on China Digital experience include: Luxury/Fashion, Education,

Technology, Travel etc

Contact: arnold@chinaedge.co.uk

MARKETING. DIGITAL. CREATIVE

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Yu Sun

Cross-cultural consultant with special focus on Anglo-Chinese communications

in business

Provides cross-cultural training, coaching and business strategies to

international companies to improve business performance through effective

communication

Has worked with the Shanghai government and European Commission as a

senior project manger, and as a trainer for Harrods

Contact: yu@chinaedge.co.uk

CULTURE. TRAINING

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Michaela Christine Wolf

Expertise in 360 degree customer relationship management strategies

to deliver direct ROI, using new technology and digital experiences

Former Head of Communications & Global Retail Marketing Project Manager at

an international luxury brand in London

Well connected in the luxury industry in the UK and internationally

Contact: michaela@chinaedge.co.uk

LUXURY. MARKETING

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CONTACT

Michaela Wolf: 07818 683117 / michaela@chinaedge.co.uk

Jeremy Gordon: 07718588713 / jeremy@chinaedge.co.uk

FOLLOW

@ChinaEdge on Twitter: www.twitter.com/ChinaEdge

Also find us on LinkedIn, Google+, Facebook & WeChat

Contact & Follow Us

Plan. Engage. Deliver.