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Our Audience
The Case for a Focussed Approach to
Marketing to Chinese of the World |
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Millions
(000,000) |
Percent
of |
| Asia |
50.3 |
91.3 |
| Americas |
3.4 |
6.3 |
| Europe |
0.6 |
1.1 |
| Africa |
0.1 |
0.2 |
| Oceania |
0.6 |
1.1 |
| Sub Total |
55.01 |
Outside Asia |
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Total
Chinese
in the World: 1,055,000,000 |
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THE
RICH
Who's Wealthy
Now? Today's Elite
According to an article by Laurie Freeman in Advertising
Age, the new face of luxury is being redefined. Who's
wealthy now? Today's elite: they're young, flush with cash and
breaking the rules. Consider the following:
- About 30% of the world's 7 million millionaires
live in North America, according to a study by Merrill Lynch & Co.
& Gemini Consulting. The total wealth held by these
millionaires increased 18% to $25..5 trillion in 1999, driven by a
strong global economy and stock market, says the "2000 World
Wealth" report
- Another class of wealthy individuals, a
group Merrill Lynch calls "ultrahigh net-worth individuals"
defined as those with personal financial assets of more than $30 million
(US), increased by 18% to 55,000 in 2000
- About 40,000 Americans have $10 million or more
in assets as of 1995. Of that number 27,000 had a net worth of $10
million to $20 million, while 13,000 had a net worth of $20 million or
more
- The Internet IPO spawned a boon of dotcom
millionaires who have not a clue how to handle their newfound
wealth. For this audience especially, a premium value is placed on
recreation.
- What separates the old rich from the new is the
newcomers have tremendous appetite for information". They
want to learn what it means to be truly wealthy and affluent
- "Luxury today is not about the
accumulation of goods (implicit understanding that these indviduals
could purchase anything they wish but choose not to), its about
pampering and self indulgence
- Old money looks at the new money and thinks
conspicuous consumption associated with the '80's coming back, but new
money has a different set of consumption criteria
We act as a clearing house for substantial
investments around the world for today's tycoons and a new breed of wealth.
7 | 24 when tycoons have time.
THE
ELITE
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