The Marketing Environment

As an luxury good, Chanel is relatively high to the requirement of consumers.  As the global consumers by the general improvement of education degree, consumers will also  pursue more quality of life, the extravagant and esteemed buying trends of luxury goods will also be improved.  The heating up of urbanization also makes consumers know more luxury goods market, provide consumers a platform of consumption.

As the improvement of the status of the residents income, per capita GDP growth, the consumption amount of residents for luxury goods also will continue to grow, China's luxury consumer market has more than 50% is import consumption, consumption of the products are mainly for the wrist watch, cosmetics, clothing and package, etc., perfume occupies a pivotal position in the cosmetics, and the Chanel No.5 ranks the first in recent years of perfume sale.  From the point of long-term trend, the improvement in China's economic conditions and rising GDP per capita improve Chanel no5 sales with considerable positive function.