Luxury Brands Debut New Story on Beach

When the name of the “Shang Hai” brand in China, along with Cartier, Dunhill, Piaget, Montblanc, etc., appears on the Richemont Group's brand list, people in the Chinese clothing industry will feel that the image of Shanghai’s “Shang Hai” is also international. Silk and Tang San Cai generally become China's pride.

In stores around the world, this international brand has always played the role of Chinese cultural interpreter. Under the auspices of Mr. Raphaelle Masne, a Frenchman with a wealth of operational experience in the luxury brand, “ShangHaiBan,” the current Executive Chairman, “Shang Hai” transformed from the original pure Chinese style to the Chinese-Western fusion. And confirmed its position as the world's largest Chinese luxury brand.

In early September, at the newly opened store at the Grand Hyatt Beijing, the reporter saw the Frenchman, who had a wise mind but full of romantic emotions.

Take the innovation route

With exquisite craftsmanship, rare and profound concepts, and a heritage of history, there are more than one Chinese brand, and “Shang Hai” is how to integrate brand style and development awareness, brand “luxury goods” for brands, and join the world. The second largest brand name group?

Through the introduction of Mr. Lei Fuyi, the reporter learned that this stems from two reasons: First, the pure Chinese nature of the brand's creation. Since its founding in 1994, "Shang Hai" has been positioned as a pure Chinese clothing brand by founder Deng Yongzhe. He deliberately recruited the Shanghai tailors who had been famous for their exquisite hand-sewing skills since the early 20th century to join the brand. With a beautiful cheongsam, he interpreted the romance of the old Shanghai in the 1930s incisively and vividly.

Mr. Lei Fuyi commented on Deng Yongzhe: “Deng Yongzheng is a public figure. He knows almost all the celebrities in the world. These celebrities are proud of our products as a loyal customer who owns 'Going Beach'. Image ambassadors." Among the buyers of "Upper Beach" were: Prince Charles, the late Princess Diana, Mrs. Thatcher, Hilary, Naomi Campbell, Victoria, Angelina Jolie, Nicholas. Cage and so on. These pure Chinese styles not only attract international celebrities, but also become the biggest advantage of attracting the attention of international brand groups.

Another point is the brand's bold transformation of its own style. “Shang Hai” has always maintained the orientation and design style since the establishment of the brand since 1994. Lei Fuyi said that “Shang Hai” at this stage does not yet have the operating mode of international competitive power, and it is necessary to take the road of globalization and marketization. It must be reformed. Joanne Ooi, the current creative director of “ShangHaiBan”, scolded “Going to the Beach” for the wrong course. She stressed that Chinese style clothing should be an expression of a modern, international lifestyle rather than being limited to the list of “unearthed” elements in China. So, Lei Fuyi invited her to be the creative director and fight side by side. A major turning point in design style and market positioning has also become another magic weapon for Shanghai’s success.

High grade low price luxury degree

At present, Shanghai Shang Hai has 22 stores worldwide, of which 12 are in China. The reason why the brand with Chinese speciality achieved excellent sales performance in Europe and in China was attributed to the unique personality Lei Fuyi provided to Shanghai.

Lei Fuyi believes that the reason why Shanghai Beach has a good response in European and American countries is the Chinese style retained by the brand. Compared with other international brands that are not greatly different from each other, it provides a subtle oriental mystery that is particularly prominent. . For Chinese consumers, there is a refreshing sensation in the “beach” that contains Chinese culture and expresses modern lifestyles.

Lei Fuyi wants consumers to go out of the blind misunderstanding. He said: “We are designing and manufacturing entirely in China and expressing Chinese culture with Chinese inspiration. At present, young people in big cities want to see completely. All Chinese taste brands, we feel that Chinese women are very beautiful, Chinese women are more beautiful when they wear cheongsam, and they can wear cheongsam to match with cowboys.Modern people should wear modern cheongsam, cheongsam can be used with modern clothes. We want to convey this concept of dress."

In order to ensure the Chinese concept of the brand, half of the 15 designers in the “Shang Hai” are Chinese, half are Italian, French, and Spanish. Each person is responsible for designing a certain type of product, and all will design based on the creative director. Seasonal theme to design.

Although Shang Hai is a luxury brand, there are no high-priced brands such as DIOR and LV at the price point. Lei Fuyi also has corresponding considerations: "We are a complete Chinese luxury brand, and LV is not the same, the price will be lower. I think consumers have the right to buy products at a more reasonable price, luxury goods It's not equal to the price, but more importantly price and design."

As for the future promotion plan of Shang Hai brand in China, Lei Fuyi believes that the planned opening of specialty stores is still the theme, and it is necessary to strengthen communication with consumers so that more consumers in China can understand “going to the beach” and like this. More low-key and implicit brand that expresses true Chinese modernity.