The Bird of First Light: The Story of Sunbird Yacht

Jiazhuo G. Wang () and Juan Yang
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Jiazhuo G. Wang: City University of New York College of Staten Island
Juan Yang: Peking University

Chapter Chapter 7 in Who Gets Funds from China’s Capital Market?, 2013, pp 75-87 from Springer

Abstract: Abstract The luxury goods industry is another emerging market in China. In particular, yachts are among the hottest new products in luxury good consumption, attracting many companies to enter and play in the market. However, one of the challenges of operating in the industry lies in the highly customized nature of the end products, making it difficult for companies to gain economies of scale and be profitable. Sunbird, the leading yacht maker whose case will be discussed in this chapter, developed a modulated business infrastructure that combined standardization of production with customization in design.

Keywords: Luxury goods market; Yacht industry; Economy of scale; Customized industry; Branding (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-44913-0_7

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