Shanghai: From China To The World

Shanghai's current CEO thinks: "the success of brand building is not only independent of the style elements, but also needs a Pan International aesthetic view, rather than that the products made in China must be kept in the traditional Chinese design and craft, which is very narrow."

Therefore, even in the early years, Shanghai, which made its own debut, has undergone the capital operation of the peak group. Although its products still maintain its early Chinese style, it is now more internationalized and fashionable.

marketing strategy

The age of Deng

In the hearts of the people of Hongkong, Deng Yongqiang is a high-class person. His name is always associated with these celebrities. Many celebrities such as Princess Diana, Prince Andrew, Clinton, Kate Moss, He Hongshen, Hugh Grant and so on belong to the advanced custom customers of Shanghai brand in the period of Deng Yongqiang. It is precisely because of this celebrity effect that Shanghai has been positioned as a high-end brand from the beginning.

This way coincides with many old luxury goods.

And for a new brand born in such a market age, Shanghai is different from the advanced customization of celebrities to the public, and to some extent added the magical color of brand legend.

Brand repositioning in twenty-first Century

Before the acquisition of the peak group, though "Shanghai" is quite famous in the upper class of Europe, the selling point of the product is only limited to the customs of old Shanghai, and there is no clear market positioning.

After its acquisition in 1998, the group used the same brand positioning as Cartire, Dunhill, count, MontBlanc and so on to locate the brand of Shanghai from a new perspective.

The reason why Shanghai has been repositioned is that the original brand positioning advantage has ceased to exist and is not in line with brand development. Brand relocation is also a development strategy, especially when brands or enterprises are faced with a change.

Brand value of traditional culture

At the beginning of Deng Yongqiang's brand creation in the last century, after careful investigation and assessment, he found that the Westerners were full of mysterious curiosity about China's 5000 year long culture.

Therefore, he is acutely aware of the various "good things" that have been created with Chinese elements as the main style characteristics. For example, eastern aesthetics is re affecting the western world, and China has become a dream factory. Thousands of years of traditional culture contains enormous brand resources, fine work and fine work with fashion taste, and Shanghai can represent China's culture and life style.

To enter the increasingly homogeneous clothing market with such a distinctive style is an important sign that Shanghai brand is different from the same competitive brand.

Fashion based diversification

The diversification route is also known as brand extension in brand operation.

The extension of product categories to various fields has become a common phenomenon in the international market today.

Especially when a fashion brand gets enough popularity, it has become a practice to extend the brand's appeal to related accessories or even other products, and it is also a way to expand the market occupation of the brand.

After the brand leadership of fashion was established in Shanghai, it extended from highly sexy and highly selective products to low-grade sexy and selective products, from fashion to jewelry, perfume, and even home products.

All derivative products in Shanghai not only maintain the same style characteristics as the original ones, but also appear to be more fashionable and conform to the international trend.

This not only enriches the brand.

The competitive way of brand differentiation

As the three largest profitable brand of the group, the success of Shanghai lies in its brand differentiation. When building product clothing lines, it is characterized by traditional Chinese clothing culture.

Shanghai is the first luxury fashion brand originated in China. At the same time, it is also one of the few luxury fashion brands that are widely accepted by the world fashion industry and with strong Chinese characteristics so far. Besides Tam Vivienne Tam.

Therefore, compared with the clothing brands in the market, there is a typical characteristic of the clothing brands. In recent years, the rise of Chinese elements in the international fashion wind has accelerated the development of Shanghai to some extent.

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classic case

Act as

Now, as a luxury product, Shanghai's products are divided into five lines: Women's garments, men's garments, children's garments and accessories, fashion accessories and home accessories.

Among them, the women's clothing series includes two parts: Advanced garments and advanced customization. Men's wear is only made of high quality garments.

This is also a trend of today's major fashion brands.

Clothing and fashion accessories are released in spring and summer series in March, and autumn and winter series in September, while advanced customization is published in April and spring and summer series in October, and autumn and winter series in October.

Strategy analysis

In the acquisition of Shanghai by the peak group, CEO Lei Fu Yi has already had a basic brand management idea, that is, the concept must be both China and the whole world.

If Shanghai is positioned as a luxury, it must implement the brand strategy according to the rules of the luxury industry.

There are many criteria for defining luxury goods internationally. The most distinctive difference between fashion products and luxury goods lies in the fact that fashion brands have the characteristics of simplification, while luxury brands have many derivatives.

After its acquisition of Shanghai, Li Feng has pformed its brand from outside to inside, involving consumer research, strategy formulation, brand positioning, style positioning, cultural connotation, storefront style and display, etc., especially product line planning, derivatives development and regular release are all carried out step by step according to the "rules of the game" of top brands.

It is precisely because of the huge product lineup to occupy the market, Shanghai will become the third largest profit brand in the group.

Shanghai is an example of Chinese style brand becoming internationalized and becoming a famous luxury brand in the world. The most amazing thing is that Shanghai has been in the ranks of luxury goods for more than a decade. Although Shanghai has many problems, such as the scale is not big enough, and the shadow of senior tourist souvenirs has not been completely removed, Shanghai still has many successful ways that domestic brands can learn from.