{
  "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": 9,
  "pageCount": 27,
  "prevPage": 8,
  "nextPage": 10,
  "slideType": "competitive_analysis",
  "function": "compare_peers",
  "density": "dense",
  "nDataPoints": 20,
  "notes": "The chart highlights the top 3 brands in red, contrasting them with the rest of the top 10 in grey.",
  "elementsJson": [
    "bar_chart_vertical",
    "data_table"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-da8f7070f568/9",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-da8f7070f568",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-da8f7070f568.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-da8f7070f568#slide-9",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "What are the 3 brands that you desire the most?",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-b48a-77cd-a35c-831d8c1dc8ff",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.88,
        "x": 0.06,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Bar chart showing brand desirability percentages for 10 luxury brands.",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "19ce066c-d158-4546-b5ec-e584b4040e35",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Brand desirability: 46%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-b48a-77cd-a35c-86a0b33f6824",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.55,
        "x": 0.21,
        "y": 0.19
      },
      "kind": "paragraph",
      "text": "\"What are the 3 brands that you desire the most?\"",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "326c5561-f3e2-4f82-aad2-63827eafbf4a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.75,
        "x": 0.03,
        "y": 0.91
      },
      "kind": "source-note",
      "text": "Note: Bain survey focuses on people who are interested in luxury brands, and therefore, brand desirability is very high. Source: Bain Survey of Luxury Goods Consumers in Mainland China 2011 (n=1,959)",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b10c45f1-accd-42e5-89fd-7e2184659e84",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.88,
        "x": 0.06,
        "y": 0.81
      },
      "kind": "table",
      "text": "Table showing 2010 rank and 2010 survey percentages for the listed brands.",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "88d8ca8e-48f2-4ab7-8e85-9a44cef87c47",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.85,
        "x": 0.03,
        "y": 0.04
      },
      "kind": "title",
      "text": "Louis Vuitton, Chanel and Gucci remained the most desired luxury brands in China in 2011",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "03f96c7c-2474-4595-b73f-18ab647e9ac0",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Brand desirability",
      "numberRaw": "46%",
      "numberKind": "percent",
      "actionTitle": "Louis Vuitton, Chanel and Gucci remained the most desired luxury brands in China in 2011",
      "calloutText": "What are the 3 brands that you desire the most?",
      "numberScale": null,
      "numberValue": 46,
      "metricFamily": "other",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a11-1033e53cba52",
      "evidence": "Title names winners: 'Louis Vuitton, Chanel and Gucci... most desired'.",
      "confidence": 92
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a11-231b7b1c17a2",
      "evidence": "Red 'Top 3' callout with arrow points at the leading bars; 2010 rank row added.",
      "confidence": 88
    },
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a11-165ff3ab46b4",
      "evidence": "Bar chart of % mentioned for top brands.",
      "confidence": 88
    },
    {
      "name": "Color Strategy",
      "slug": "color-strategy",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a11-1aee3dd89f24",
      "evidence": "Top 3 bars colored red versus gray for the rest.",
      "confidence": 92
    },
    {
      "name": "Von Restorff Effect",
      "slug": "von-restorff-effect",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a11-1d187d68148f",
      "evidence": "Three red bars distinct from gray peers, with red 'Top 3' starburst.",
      "confidence": 90
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 11,
      "from": 3,
      "beatId": "019dd95a-0702-74a3-87e4-b03c2ef32eff",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Section 1 'China luxury market overview' — sizes, growth, brand share data.",
      "position": 1,
      "confidence": 78,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    },
    {
      "to": 11,
      "from": 3,
      "beatId": "019dd95a-0702-74a3-87e4-bda9177c8fcf",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Situation & Context",
      "beatSlug": "consultants-gambit-situation-context",
      "evidence": "China luxury market sizing and structure.",
      "position": 1,
      "confidence": 55,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [
    {
      "to": 11,
      "from": 3,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "019dd95a-088c-724c-b310-659e16142cca",
      "evidence": "Nine consecutive data slides each contributing one fact (ranking, spend, growth, brands, gifting) toward overall pattern.",
      "position": 1,
      "objective": "Accumulate market evidence to establish China as a vibrant, top-tier luxury market",
      "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion",
      "confidence": 80,
      "description": "Group multiple pieces of evidence that together point to a pattern or conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}