If the average annual income in the city is estimated at 25

When managers of Berluti decided to open their fifth store in mainland China, they did not opted for a settlement on one of the prestigious avenues in Shanghai but chosen the city of Ningbo, in the coastal province of Zhejiang. Little known in the West, this port is as one of the key markets for global giants of luxury. If the average annual income in the city is estimated at 25.300 yuan (2,500 euros), a class of businessmen who made a fortune for export has attracted large garment, jewellery and automobile signs. Rolls-Royce has launched a new grant in the city, which will be the province of Zhejiang the only one of the country to house two shops of the prestigious brand.

"In China, there is a folly for luxury as it is anywhere else", slice Bernard Fornas, CEO of Cartier International. "In a difficult global context, China is required as a reserve of very important growth", says before revealing that Chinese customer, buying in the country or abroad, has since become the most important last summer in the world for Cartier, to Japanese consumers, who have long dominated the market. "We have 31 stores in 19 cities across the country and we will open between 5 and 10 per year in the next few years to meet the demand," blows Bernard Fornas. "Never, we had seen such a deployment of new points of sale in one country", confirms Elisabeth Ponsolle of doors, the General delegate of the Colbert Committee, which brings together the great groups of luxury such as LVMH (owner of the "voices"), Hermes or Baccarat.

Between 2005 and 2009, 70 brands represented on the Committee have, on average, saw the part of their worldwide turnover realized in "Greater China" - including the very strong sales in Macau and Hong Kong, where the least taxed products are up to 20 cheaper - from 4.5 to 8.

Communication in 3D

To strengthen this critical growth for the future of the industry and conquer young Chinese, the Committee today unveils an original campaign focused on a site in 3D (), allowing Internet users "an interactive journey within French luxury".The project shall allow small French brands gain notoriety and to develop a promising but still difficult market where companies face the imposition of heavy taxes on their sales, to the lack of qualified personnel, the explosion of rents and counterfeiting. "If the large signs such as Louis Vuitton, Gucci and Cartier are beneficial here of small brands that attended the erosion of their traditional markets say that they must now build their notoriety in China for one day be prosperous", analysis Ignatius Tong, Roland Berger consultant based in Shanghai.

Following this approach, Bernardaud porcelain specialist opened three outlets in his name in the country since 2007 and has decided to launch a production plant in Jingdezhen, the Chinese Limoges. "With our partner, we will address the market for hotel-restaurant, which is booming," said Michel Bernardaud, representing the 5th generation at the head of the company. "In view of the rights of customs very high applied in China, make these products in France and export was not cost-effective", it points. "To settle in China, it is very expensive and it takes lot of time," confirms Bernard Fornas of Cartier.