雅士度 PAULO A. AZEVEDO 总监 DIRECTOR
Reinventing luxury The era of the tired concept ‘build it and they will come’ has long gone but unfortunately neither the local government nor some of the avid investors – including gaming operators – can accept this truism. We should now be in the ‘quality innovation and marketing it’ era. Replicating the luxury corridors of high-end brands is no longer the solution, as political changes and control costs have been damaging the not so long ago incredible profits of those international names. Worse than that, some investors seem not to mind spending billions of US dollars building colossal projects but avoid spending millions of patacas on effectively promoting their resorts and hotels. The same mistake was made more than a decade ago
with the Fisherman’s Wharf project. No wonder some luxury properties are now basically offering rents to high-end shops for free as it would be quite embarrassing to have their tenants leave their glittering premises. And yet, there’s plenty of business to do in Macau when it comes to luxury products. The problem is the lack of imagination and the complete disregard of knowledge of what attracts tourists – especially from the Mainland. Macau might not have the financial strength and the brand names that should immediately call the attention of customers, but it does know the habits of its tourists. A marketing VP without this knowledge will never go far, no matter how many degrees he or she may have collected in New York or London en route to Macau.
Published on Mar 2, 2017
Launched in 2011, Essential Macau is a bimonthly printed luxury lifestyle magazine targeted at the most affluent visitors to Macau. Contents...