As the external economic environment has been worse since 2008, China laid emphasis on the domestic consumption as a new drive force for sustained economic growth. And luxury consumer market expands very fast as Chinese consumers’ purchasing power has increased. Before targeting the Chinese luxury consumer market aggressively on a national scale, some regional market like Shanghai is needed to testify the effectiveness of distribution and marketing and to understand consumers’ tendencies.
The purpose of this study is to provide implications to both the Korean enterprises and government which have tried to foster competitiveness in luxury consumer market in China by analyzing competitive strategies of various enterprises in Shanghai. We approach this study based on the case studies in the clothing and cosmetics industry in Shanghai.
Chapter 1 introduces background, objectives, and methodology of this research. Chapter 2 analyzes the business environment of Shanghai luxury consumer market, inter alia, clothing and cosmetics market. Chapter 3 illustrates our case studies and Chapter 4 discusses the competitive strategies of each case study. And Chapter 5, with implications for Korean government and enterprises, reveals the limitations of this study.
As for business, Korean enterprises should carefully choose entry points when they are advance into the Chinese luxury consumer market. Second, they should utilize various strategies including regional specialized marketing strategy to increase brand awareness. Third, they should carefully analyze the characteristics of the Chinese luxury consumer. Fourth, there is a need to develop a new luxury goods area that you can enjoy the first-mover advantage, while increasing brand awareness in the area of the existing market. Fifth, Korean enterprises should prepare for the infringement of intellectual property rights in China and use it as a way of noise marketing at the same time. Sixth, Korean enterprises need to pay more attention to looking for the partners in China. 
In order that Korean enterprises can succeed in the luxury consumer market in Shanghai as well as in China, indirect support of Korean government is also required. First, Korean government should support promotional activities for Chinese tourists so that they can have the luxurious image about Korean products. Second, Korean government is advised to support the Korean enterprises in China to improve Korean brand awareness. Third, Korean government needs to request the Chinese government the strict management to counterfeit goods and negotiate with Chinese government to lower the entry barriers into Chinese market.