In 2011, Blulnc Media Turns Hainan into the Chinese Riviera.

In two years, following two editions of Hainan Rendez-vous, and significant editorial support, Asian press group Blulnc has created a new Asian Riviera. By Riviera, we mean a magnificent beach location, jam-packed with wealthy people, and perfectly suited to host their yachts and private jets.

Hainan is a small Southern China island paradise. Until now inhabited by regular people. No one could have imagined Hainan as an elite seaside resort. But it’s become the prestigious meeting spot of the Chinese elite.

In 2009, Blulnc General Manager Olivier Burlot goes scouting for a location. He’s surrounded by his responsible for China, and Delphine Ligniere, owner of the Marketing China Rendez Vous agency. Also along is the Chinese president of the Hainan Visun Royal Yacht Club.

Hainan Rendez Vous is developed with the full support and might of the Blulnc press group. Its partners Inluxe.cn, luxury-insider.com, and propgo.com also pitch in. The entire onslaught of the mighty media group is focused on a 3-day mega Asian millionaires party – mostly Chinese – showcasing private jets, yachts, dream real estate, luxury automobiles, jewelery, and high-end horology.

By the end of 2010, cash orders placed total 90 million euros. Not even including pending purchase options.  

The HNWI and Upper Middle Class : Attraction and Repulsion

Opinion Way and Think Out, two French research institutes, have, both and at the same time, studied the Mainland China people’s relationship with the occidental luxury for several years. Opinion Way, with the help of Chinedge, studied the HNWI and Think Out, the Middle Class. Chinedge and Think Out took on the Upper Middle Class. Chinedge has been working with both institutes and so, had access to both of their studies.

Of course, many similarities appeared : A strong appetence for education as well as a desire to master the knowledge of brands and also how much the social status is linked to the occidental brands. But at the same time, one could point out the formidable tensions which came to light between these two classes, tensions that the brands must take in account if they want to succeed on this market.  

“In Search of Lost Time”

What do you know about the Chinese “gentry” ? This is the way of saying accepted by the British sinologists concerning the well-read class : People who, having passed their imperial exams, have been endowed with imperial estates which they are supposed to run with profit. In France, we call them Mandarins.

According to Kong Fu Zi, they are people of good taste and virtue above all. They live in detached houses with landscaped gardens and fill their time painting or doing calligraphy. They drink Puer tea or hundred years old rice alcohols, but always in moderation. They wear silk suits and jade plates… Their life is a precious web made of absolute refinement and instantly pleasures. Each of their gesture is to provide delight and intense satisfaction.