Who is the Chinese luxury brand? Most people are difficult to answer at one time. A Frenchman came to China not long ago and he brought up a brand "Going to the Beach." “Shang Hai” is good at drawing inspiration from Chinese traditional culture and has used many features of Chinese traditional costumes such as embroidery, hemming, and buckles. The most famous are the improved modern cheongsams, Tang suits and horse stables. The rich Chinese sentiment of the product has quickly attracted the attention of the fashion industry. Nowadays, the counters and shops on the “Go Beach” are busy on Fifth Avenue in New York and the busiest streets of Paris, London and Rome.

The book "Luxury Brings Enrichment" is still hot, and author Wolfgang Ratlers writes in the book: "Proper luxury goods production and consumption reflect the improvement of social and economic levels." When luxury goods are in Western European and Japanese markets On the occasion of a general downturn, the consumer groups of Chinese luxury goods continued to expand, becoming the third largest consumer of luxury goods in the world, with 12% of global sales after Japan (41%) and the United States (17%). .

In January 2007, Jean Noeie Capfeiere, a famous European brand expert, Professor of Marketing at the Paris-based HEC Business School, and Professor of Advanced Fashion Project Brand Management came to visit China and said: “I don’t know if you know it or not. There is a famous Chinese brand called 'Shang Hai.' 'Shang Hai Beach' is a case of a very successful Chinese clothing brand. When it created a Chinese clothing brand, it greatly respected Chinese culture and history, and some of China’s Traditional."

In fact, “Shang Hai” was very successful on the basis of paying attention to cultural connotations. Now the “Shang Hai” brand has created its own counters on the most prosperous streets of New York’s Fifth Avenue, Paris, London and Rome. The success of the shop lies in the difference and authenticity of the brand. When building the “ShangHaiBai” product line, it inherited the traditional Chinese culture and lost no time to incorporate modern elements.

Towards a big consumer of luxury goods

At present, China's luxury goods market has annual sales of more than 2 billion U.S. dollars. It is estimated that from now until 2008, the annual growth rate of luxury goods consumption will be 20%, and the annual growth rate will be 108% by 2015, and the sales will exceed 11.5 billion US dollars. As predicted by the Corbel Committee of the French Fine Enterprise Alliance, China will become the world’s largest consumer of luxury goods around 2011.

Now China's luxury goods market has become an unfathomable gold mine. Whether it is the luxury exhibition in Shanghai or the TopShow in Shenzhen, the scene of turbulent trading everywhere can be seen. From the perspective of 2006, there is a phenomenon that people have to ponder. Such a huge luxury consumer market is full of foreign brands. , China's native luxury goods are few.

Speaking of China's first luxury brand, this glorious title may fall on the head of Shanghai Tang. Swellfun and Zhu Yeqing are also trying their best to create a high-end luxury image. However, relative to the dazzling array of foreign luxury brands, Chinese luxury brands are few and far from the top luxury brands.

For the birth of the "Shanghai Beach" and the move to the world, it may be regarded as the beginning of China's indigenous luxury brands. Although the success of the “ShangHaiBan” brand has been established, although it is unique, it cannot be copied. Now, let’s take a closer look at the road to the luxury of “Going to the Beach”.

The Past and Present of "Shang Hai"

In 1994, Hong Kong philanthropist Deng Yujian's grandson, Deng Yongfu, founded the “Shangqian Beach” with hand-made cheongsam as a selling point, and recruited 12 Shanghai tailors who were known for their exquisite sewing skills since the early 20th century. Deng Yongzhe once said, "The brand 'Shang Hai' is a product that combines the 5,000-year tradition of China with the fashion of the 21st century."

“Shang Hai” is good at drawing inspiration from Chinese traditional culture and has used many features of Chinese traditional costumes such as embroidery, hemming, and buckles. The most famous are the improved modern cheongsams, Tang suits and horse stables. The rich Chinese sentiment of the product has quickly attracted the attention of the fashion industry. In its first year of establishment, its unique charm attracted more than one million visitors. By 2000, this figure has exceeded 4 million. Perhaps the name "Shanghai Beach" can itself arouse people's memories of Shanghai's fashion and elegance in the 1930s.

In 2000, “ShangHaiBan” was successfully acquired by the top-rated brand Richemont Group, gradually embarking on the road of the world's top brands. The current Executive Chairman Lei Fuyi injects this brand into new connotations, transforms the original pure Chinese style into a combination of Chinese and Western styles, and formulates the position of world-class luxury goods. "Shang Hai" launched a tailor-made service of "Royal Standards".

Jean Noe Capfeiere said: "The 'Shang Hai" is like foreign brands wanting to enter China. Some western unique cultural elements and philosophical ideas must attract consumers. China's top brands need to go out. It must also reflect its unique Chinese characteristics and characteristics."

From then on, "Shang Hai" started the journey to the world's first Chinese luxury brand.

"The concept must be both China and the world. Since it is positioned as a luxury product, it must follow the rules and regulations to establish the basic line of brand development." Lei Fuyi has a clear idea for the luxury brand development on the beach, "like Versace. Armani, Fendi and others have their own products outside of the apparel sector, and Chinese consumers are not necessarily familiar with this."

In marketing, because it is the apparel industry, it is strategically "Ms. First". It is understood that so far, four female stars in the film and television industry have endorsed “Shang Hai”, namely Naomi, a famous black pearl, Judy Foster, an intellectual woman, Uma Thurman, a female warrior, and Angie Lin, Mrs. Smith. · Julie. Lefy said, "As an international brand, the celebrity effect is indispensable, and for celebrities, the Chinese style clothing itself is very attractive."

In addition, "Shang Hai" also pays great attention to its own brand awareness. For this reason, "Shang Hai" is registered in the relevant department and, as a Chinese brand, has become the first fashion brand accepted by the China Trademark Association.