BJZ

This is a project for my “luxury and fashion management M.A. final project” class. I had been working on it for three months throughout the whole quarter.

Abstract
The second largest rank of China‟s current luxury market in the world has created a shift in the way China‟s consumers are buying luxury goods. Many marketing and business report statistics show that China is on the track to become the world‟s biggest luxury market within five years with expected luxury sales of USD$27 billion by 2015. While more and more foreign luxury brands are expanding their markets in China, the Chinese home-grown or heritage brands are also struggling to gain foothold in the nation‟s luxury market.
Neiliansheng, a Beijing-based Chinese traditional shoes brand since 1853, is one of the few Chinese time-honored brands that have prestige reputation, cultural heritage, high-quality products, and long history which are the basic rules of luxury brands in the world. This project is to develop a practicable and effective marketing plan for Neiliansheng to launch the „elite‟ line, which is the luxury division brand of Neiliansheng. The division line will target at 20 to 55 years old China‟s luxury consumers and compete with other foreign luxury brands like Tod‟s, Bally, Salvatore Ferragamo, and Shang Xia in China‟s luxury market.
The knowledge and information presented in this thesis are collected from primary and secondary research about the luxury market, China‟s luxury consumers, luxury fashion trend, Neiliansheng enterprise and footwear industry through information researching, consumer surveys, and informal interviews. The relevant statistics, charts, and other information and knowledge are incorporated with the theory about financial statements, marketing analysis, promotional strategies, and others that enabled me to produce a marketing plan that combines academic findings and market research. The marketing plan for elite Neiliansheng will outline a direction for five years of operations.

Besides the marketing plan book, I also created this branding book for this new luxury line of Neiliansheng with new designs including logo, packaging, stationery, direct marketing, in-store promotion and digital strategy.

“Bitches Brew was Davis’s first gold record, selling more than half a million copies. Upon release, it received a mixed response, due to the album’s unconventional style and revolutionary sound. Later, Bitches Brew gained recognition as one of jazz’s greatest albums and a progenitor of the jazz rock genre, as well as a major influence on rock and funk musicians. In 1998, Columbia Records released The Complete Bitches Brew Sessions, a four-disc box set that included the original album as well as the studio sessions through February 1970.”

DISK DESIGN COPYRIGHT @ Bojue Zheng

I collaborated with a graduate student from architecture major to design this new store for CDG in NYC as well as I designed a series of posters and clothing for its operating.