Marketing Strategies for Local Luxury Goods on the Beach: From China to the World

"From China with Love" reflects the dynamic vitality that permeates China's society today. Shang Hai's fashion apparel reinterprets the great traditions of ancient civilizations and shows them with a new sense of modern luxury.

Shanghai Tang is a fashion luxury brand dedicated to Chinese style. Compared with Western luxury brands that have a hundred years of history, Shanghai is a young and vibrant local brand luxury brand. Today, Shanghai's Shang Hai, born in Hong Kong, China, has been acquired by the Swiss Richemont Group, the world’s second-largest luxury goods group, and has become the Group’s third-largest profitable brand.

On the beach 2011 autumn and winter women's clothing

From Hong Kong, China to Shanghai, to fashion capitals such as Paris, New York, London, and Tokyo, Shanghai Beach’s success has not only attracted the attention of the “China Concept” style products to the global market, but also because it has followed the luxury brand operations. law.

Fashion features

According to the current CEO of Shanghai Beach, “The successful shaping of the brand can not only be separated from the unique style elements, but also requires a pan-International aesthetic, not that Chinese-made products must maintain the traditional Chinese design and craftsmanship. It is very narrow.” Therefore, even if it was the upper beach that was debuted in the middle of the year, after passing the capital-style operation of the Richemont Group, its products, even though it still maintained its early Chinese style, are now more international and fashionable. .

Marketing strategy

● Advanced customization of "Deng" era

In the hearts of Hong Kong people, Deng Yongxi is a person of high society. His name is always associated with these celebrities. Princess Diana, Prince Andrew, Clinton, Kate Moss, Stanley Ho (12)诙嗝 硕 硕 硕 硕 鲜 鲜 鲜 鲜 鲜 鲜 鲜 鲜 庵 庵 庵 庵 庵? Beer 庵 庵 绞 绞 芏嗌莩奁 芏嗌莩奁 芏嗌莩奁 芏嗌莩奁 芏嗌莩奁 芏嗌莩奁 芏嗌莩奁 芏嗌莩奁 芏嗌莩奁 芏嗌莩奁 芏嗌莩奁 6 谝桓龅 谝桓龅 谌绱 谌绱 谌绱 谌绱 谌绱 谌绱 谌绱 谌绱 谌绱 谌绱 贝 贝 贝 贝 贝 贝 贝 贝 放 放 放 放 虾 虾呒 ㄖ ㄖ 呦虼笾冢 糜胫诓 糜胫诓 糜胫诓 糜胫诓 糜胫诓 ? ? ? ? ? ? ? ? 殖 殖 殖 壬 壬 壬 壬 鎏砹 鎏砹 鎏砹 鎏砹 鎏砹 鎏砹 FO FO FO

● 21st century brand repositioning

Before being acquired by the Richemont Group, although “ShangHaiBan” has become quite famous in the European high society, the selling point of the products is limited to the style of old Shanghai and there is no clear market positioning. After being acquired in 1998, the Richemont Group repositioned itself on the beach brand with the same positioning as luxury brands like Cartier, Dunhill, Earl, and Montblanc. The reason why Shanghai's beach was repositioned is because the original brand positioning advantage no longer exists, and it does not meet the brand development. Brand repositioning is also a development strategy, especially when the brand or the company is facing changes.