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The MSc EU-Asia Luxury Marketing program of ESSCA collaborates with luxury brands each year for consulting projects, since its creation in 2016 in Shanghai, such as Louis Vuitton, Moët et Chandon, and Patek Philippe. The 2020-2021 cohort, based in Paris because of the pandemic, had the honor to be given a project by the French branch of a Chinese group, KWEICHOW MOUTAI. MOUTAI brand is the most famous national spirits brand in China, renown among the elite, and given as a gift to visiting presidents. In 2021 the brand was ranked 11th among the top 100 global brands on KANTAR BRANDZ list. This Baijiu (white alcohol) is comparable to French cognac and Scottish whisky brands. The group established its French office more than ten years ago to target connoisseurs in Europe.
The project required students to find a new way to position the brand among the young generations. This three-month study enabled students to be acquainted with Chinese culture and business style. They were able to apply their knowledge acquired during their specialized program on Asia, and to get the feedback of the Chinese management team in France. They appreciated to hear the views of students on consumer trends among the youth, and their ideas on the strategy to develop a Chinese brand in this demanding French luxury market. Their suggestions were relevant to Mr Zhang (Business Development Manager) and Mr Chen (Marketing Director) whom we thank for their generosity.
Sabine Ichikawa, Associate Professor, Shanghai Campus
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Discover the programme :
MSc EU-Asia Marketing Luxury
