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Left: The impressive club house at the luxury Mission Hills Golf Club Below: Luxury items – like Louis Vuitton handbags – are regarded as a symbolic medium to demonstrate one’s social status in China T FIRST GLANCE, THE growing luxury leisure market in China greens of Mission Hills Golf and its impact on the tourism sector. A Club in the Chinese city of Shenzhen seem no different than A macro look at the The typical Chinese those in the traditional homes of golf – Chinese consumer carefully manicured grass, well-dressed China’s new upper-class consumers can consumer is increasingly members and an excess of golf carts. be typified by a number of traits. First, more self-indulgent Upon closer inspection, however, the many are seeking experiences that differ differences become clear. In addition to from those available in the mass market. caddies, golfers are served by a host of Xiaolin Zheng, a Chinese professional in drivers, umbrella holders and personal her 20s currently living in Hong Kong, is regarded as a symbolic medium to waitresses. In place of water bottles, would much rather travel on her own. demonstrate one’s social status or members refresh themselves with “Why suffer the discomfort of sharing a express one’s social image”. glasses of beer and spirits; and when a bus with 40 other people and following Third, the typical Chinese consumer ball goes astray, another is simply placed a strict daily schedule, when I could is increasingly self-indulgent, seeking on the ground for a second attempt. organise my own trip?” she asks. products and offerings that cater to his Welcome to the curious world of golf Second, it is common in China to or her personal gratification. According in China. These additional services at treat product and service purchases to a 2009 study by Ge Xiao and Jai-Ok golf courses are a natural extension for as a means of burnishing one’s social Kim that appeared in another academic a culture in which self-indulgence and reputation. In a paper published in 2002 publication, Psychology & Marketing, maintaining impressions are important, in the academic publication Journal of individual goals of self-direction, and a country in which disposable Consumer Marketing, Jai-Ok Kim, Sandra achievement, stimulation, power and income among the upper class has risen Forsythe, Qingliang Gu and Sook Jae hedonism received higher value ratings at an astronomical rate. The golf-services Moon concluded that “among those from middle-class, urban Chinese industry offers a unique window into the female consumers in China, clothing consumers than did collectivist Third quarter 2014 strategicmarketingafrica 53 52-56 Emerging Markets v5.indd 32 2014/06/26 12:32 PM