Enquirer Consulting Group

Reachable Buyer Map

Prepared for Jean-Laurent Vilon · Mazarine Asia Pacific · August 2026
In luxury communications, agencies are chosen through relationships and rosters, which is a channel with a ceiling built into it: it reaches the brands whose people already know the agency, and it is silent about the rest. This map is the rest, across Greater China. The buyer types, the seats that actually sign, and roughly how many sit in each. It describes the market rather than your business, and there is nothing to buy at the end of it.
International maisons with a regional seat in Greater China
The segment everyone in luxury communications competes for, and the one no register will ever hand you. A brand office is not a filing, so this group is identified brand by brand from public market presence. The work is finding the regional seat, not finding the brand.
Who signs: regional marketing director, communications director for Asia Pacific, brand director for Greater China, head of retail experience.
No public register
identified brand by brand from public market presence rather than counted
Luxury hotels and resorts across the mainland
A large, countable and permanently active buyer of exactly the craft a luxury agency sells: openings, anniversaries, residencies, partnerships with brands. Each property carries a marketing seat with its own budget, and the group above it carries another.
Who signs: director of marketing communications, cluster commercial director, brand and partnerships lead, and the general manager at flagship properties.
800 to 950
five-star rated hotels in the official national rating system, before the unrated luxury and boutique tier is counted
Regional premium brands moving upmarket
The half of the market with no inherited agency roster. Fashion, beauty, jewelry and spirits brands built in the region, buying international-grade creative for the first time, and choosing on the work rather than on a relationship set in Paris or Milan.
Who signs: founder or chairman, brand general manager, marketing director, head of brand.
150 to 250
listed apparel, beauty and beverage brand companies across the mainland and Hong Kong exchanges; unlisted and founder-owned brands sit above this count
Premium mobility and automotive brands
The heaviest spender on brand experience in the region right now, and the most crowded launch calendar in the world. Auto shows, flagship spaces, film and celebrity work. The seat that buys it looks much more like a luxury marketing seat than a car marketing seat.
Who signs: brand marketing general manager, head of brand experience, communications director, auto show and event lead.
100 to 150
active passenger car brands in the mainland market, of which a growing share position above the mass tier
Cultural institutions, destinations and event owners
Museums, exhibitions, tourism bodies and government event programs. Long lead times, published calendars, and a preference for agencies that can produce at the standard the maisons expect. Not enumerated in any public register, which is exactly why the segment stays underworked.
Who signs: director of communications, exhibition or program director, destination marketing head, bureau lead.
No public register
reached by institution and by published calendar, one at a time

Where the openings are

1
The buyer is a seat, not a maison. Global rosters are set at headquarters, but the regional activation budget sits with a marketing or communications director in Shanghai, Hong Kong or Beijing, and that seat turns over often. Every change reopens the local roster for a few weeks. A channel built on named roles catches that window. A relationship channel hears about it after the brief has gone out.
2
The regional brands are the underworked half. They buy the same craft, they have no inherited roster to defer to, and they are not on the referral map that circulates among the maisons. They are also the group most likely to answer a direct approach, because far fewer international agencies make one.
3
This work is bought at a moment. A market entry, a flagship opening, an anniversary year, a new regional marketing lead, a category launch. Those moments are visible from outside if someone is watching several hundred brands for them, and invisible to any channel that waits for the right person to make the introduction. Watching the whole set on a schedule is mechanical work, and it is the part a roster channel cannot do.
Built from public market data covering Greater China, including official hotel rating statistics, exchange listings and published market figures. Counts are banded deliberately. Brand offices, institutions and privately held companies are not enumerated in any public register, so those groups are described rather than counted, and category definitions are self-reported by the companies themselves.
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