{
  "docId": "019dd923-5ca1-7489-b635-da8f7070f568",
  "docSlug": "2844dc153683eaa3",
  "documentTitle": "2011 China Luxury Market Study",
  "authorId": "Bain",
  "authorName": "Bain",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.414,
  "pageNumber": 17,
  "pageCount": 27,
  "prevPage": 16,
  "nextPage": 18,
  "slideType": "industry_trends",
  "function": "establish_context",
  "density": "dense",
  "nDataPoints": 3,
  "notes": "The slide uses a bar chart to show consumer preference for social media and a grid of screenshots to illustrate brand presence on Chinese social platforms.",
  "elementsJson": [
    "headline_text",
    "bar_chart_vertical",
    "screenshot",
    "callout_box"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-da8f7070f568/17",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-da8f7070f568",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-da8f7070f568.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-da8f7070f568#slide-17",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Social media has become most popular info source for luxury consumers",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-b48a-77cd-a35e-2a78d7e2d7c3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.45,
        "x": 0.03,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Where do you normally get information on luxury goods on internet?",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4567ebbf-fe20-46a2-8bd7-6a23419492dd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.15,
        "x": 0.82,
        "y": 0.68
      },
      "kind": "image",
      "text": "LV on Jiepang",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "40d077a7-5c0d-4dc3-8578-4371b5716587",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.22,
        "x": 0.5,
        "y": 0.22
      },
      "kind": "image",
      "text": "Burberry on Kaixin",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "412bcd10-5b6c-41bc-a8e1-897fcc02e427",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.15,
        "x": 0.5,
        "y": 0.55
      },
      "kind": "image",
      "text": "Lancome on iPhone app",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "42bfaf8f-da21-4459-8cdc-050e56001677",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.15,
        "x": 0.66,
        "y": 0.55
      },
      "kind": "image",
      "text": "Bottega Veneta on Weibo",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "92741ab9-055a-41ce-835f-3d42d67b132e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.22,
        "x": 0.75,
        "y": 0.22
      },
      "kind": "image",
      "text": "Coach on Renren",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d5f320f5-062b-485e-8120-6498fe043c26",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Percentage of respondents using internet as info source: 79%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-b48a-77cd-a35e-2f8971b80383",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.5,
        "x": 0.03,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "Source: Bain Survey of Luxury Goods Consumers in Mainland China 2011 (n=1,959); Literature search; Site visits; Bain analysis",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3e9c6725-a54f-458d-bcec-819e00ee37e5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.03,
        "y": 0.03
      },
      "kind": "title",
      "text": "Proliferation of online marketing through social media to generate excitement and increase mindshare",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "99797b65-dc4b-41c5-be3b-9b502de1eb00",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Percentage of respondents using internet as info source",
      "numberRaw": "79%",
      "numberKind": "percent",
      "actionTitle": "Proliferation of online marketing through social media to generate excitement and increase mindshare",
      "calloutText": "Social media has become most popular info source for luxury consumers",
      "numberScale": null,
      "numberValue": 79,
      "metricFamily": "survey_sentiment",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a11-68651dce7506",
      "evidence": "Title states 'Proliferation of online marketing through social media'.",
      "confidence": 88
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a11-6cf53bb7b466",
      "evidence": "Callout '79%' noted as key stat in inventory.",
      "confidence": 70
    },
    {
      "name": "Chartjunk Elimination",
      "slug": "chartjunk-elimination",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "d728f5af-cb32-4c4e-9029-75eb79cbbd14",
      "evidence": "The slide uses a clear and simple bar-vertical chart with a metric/primary value, indicating an effort to eliminate chartjunk.",
      "confidence": 0.7
    },
    {
      "name": "Data Story Arc",
      "slug": "data-story-arc",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "df2868c5-f96e-4c84-bfae-fcdd77cb6302",
      "evidence": "The slide presents data in a narrative context, telling a story about luxury consumers' information sources.",
      "confidence": 0.5
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 23,
      "from": 13,
      "beatId": "019dd95a-0702-74a3-87e4-b431b5386fb5",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "Section 2 'Key trends' interprets dynamic landscape with cautious optimism.",
      "position": 2,
      "confidence": 78,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    },
    {
      "to": 21,
      "from": 15,
      "beatId": "019dd95a-0702-74a3-87e4-c6176849e5c4",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "Six numbered trend responses brands must navigate.",
      "position": 3,
      "confidence": 55,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 21,
      "from": 15,
      "name": "Mece Breakdown",
      "slug": "40-mece-breakdown",
      "bestFor": "Problem structuring, ensuring completeness, strategic analysis",
      "matchId": "019dd95a-088c-724c-b310-6c7ae2e1780c",
      "evidence": "Slides bear numbered red badges (1-6): tier 2/3 cities, store upgrades, social media, ecommerce, heritage, Chinese brands, PR risks.",
      "position": 3,
      "objective": "Cover six distinct, non-overlapping trends shaping China luxury",
      "structure": "The Whole -> Category A (distinct) -> Category B (distinct) -> Category C (distinct) -> Complete Coverage",
      "confidence": 82,
      "description": "Divide a complex topic into mutually exclusive, collectively exhaustive categories"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}