China Rendez-Vous, the Shanghai-based event company specialized in creating luxury themed shows across China, has unveiled their 2015 events program. The company especially focuses on yacht shows So! DALIAN & So! HAINAN, antique car show ‘Bund Classic’, and from this year also a ski lifestyle event, called ‘Ski & Style’.
With the number of Chinese millionaires estimated for 2,378,000 in 2013 and billionaires reaching a number of 157 worth in total $384 billion, there is no doubt that the potential clients are in China. What they need is a way to approach luxury as a true lifestyle and some guidance from the experts in this field.
China Rendez-vous aims to ‘create’ events in a way that they combine not only luxury brands’ display such as yachts, jets, cars but also put a strong accent on art, culture and overall lifestyle education, and thus the idea to combine art and music festivals with fine dining experience and sports like golf, beach polo, regattas, children pony club or business opportunities such as business forums on private banking, foreign investment etc. Chinese elite is used to do business everywhere they go and hence the idea.
Most of the yacht brands have already participated in the Hainan Rendez-Vous 2010-13 (now rebranded as SO! HAINAN), and the new yacht show started this July in the Northern China – SO! DALIAN and the organizers are expecting to increase exhibitor participation by at least 40% as far as the current exhibitor in-flow continues. Organizing two yacht shows focusing on the rich and unexplored North and wealthy tourists affluent South is a strategic idea of the company, which wants to work ever stronger on bringing new clients to its exhibitors. The research for that client base needs to reach all China.
SO! DALIAN is made in partnership with a Beach Polo world tournament which was a premiere in China and which is closely linked to the secular tradition of a horse riding in China and SO! HAINAN will include art festival as one of the main attractions. The Bund Classic is all about classic cars and connecting passion, heritage with education about these precious exhibits. Local enthusiasts for this segment are increasing and it is essential to work out on the fine taste audience to bring them also to boating as the next step. All platforms aim audiences that ultimately could be clients for the overall brands circle.
The concept of the luxury in China has changed and it is now more about creating memorable, deep experiences rather than about a product itself. It is important for the yacht builders looking to expand their business in the new markets, especially such challenging and emerging, yet so huge and potential, as China that they have to approach them in a long-term strategy and build solid presence, solid relationships and include cultural differences’ understanding with their business plan too.
2015 events program:
– SO! DALIAN, June 18-21
– SO! CANNES, September 10
– SO! MONACO, September, date TBC
– Bund Classic, October 16-18
– Ski & Style, November, date TBC
– SO! HAINAN, December 10-13