China'S Cheongsam Luxury Brand Moves Towards The International Stage

When people are on the road to luxury consumption, few people notice that China is not only well-known.

In recent years, several Chinese faces have gradually entered the international luxury brand club.

Unlike Chinese brand designers such as VeraWang (Wang Weiwei) and AnnaSui (Anna Sui), which are well known.

Adhere to the traditional "Shanghai"

In the "Shanghai" shop in Yintai, Beijing, a four leaf fan in Shanghai is spinning slowly and slowly, and the wooden screen in the shop is mottled. The colorful and slender cheongsam hung in the old wardrobe seems to bring people back to the old cheongsam in the old Shanghai.

"When we mention the Chinese cheongsam, we will think of Shanghai," James, who is shopping in the shop, told reporters that he wanted to pick a cheongsam for his wife.

Reporters in the shop around a circle found that compared with international luxury brand, Shanghai's price is not inferior.

The traditional self cultivation cheongsam is priced at nearly ten thousand yuan with some fur. The price of a black Zhongshan coat is about 23 thousand yuan, while the price of most ordinary cheongsam is around 7000 yuan.

In 1994, Deng Yongqiang, the grandson of Hongkong philanthropist Deng Zhaojian, modeled on the dress design of Shanghai in the 30s of the last century, and opened the first "Shanghai" clothing store in Hongkong, central.

At that time, he never thought that in just ten years, the brand will go all over the world and become a famous brand in the world.

New York, Tokyo, Paris, Madrid and London, Shanghai has already set up 39 facades in the world.

A staff member said that from Hongkong to Dubai, "Shanghai" is very popular with foreigners.

The reason is the strong "Chinese style" in the brand.

Unlike many brands competing for Westernization in China, Shanghai plays the role of Chinese cheongsam and Tang costume, and is keen on using Chinese traditional cultural symbols and images in detail.

For example, the cheongsam is full of rounded Cloisonne buttons and full; the Cufflinks of the 12 zodiac animals are of different shapes; they are matched in a set of velvet Tang coat.

This design concept is very "edible" in foreign countries.

Politicians Hilary, Thatcher, movie stars Anngelina Jolie and Nicolas Cage all wore the brand of Chinese clothing, and even royalty Prince Charles and Princess Diana are loyal fans of the Chinese style brand.

"Most of the consumers of these cheongsam are foreigners and Chinese who often go abroad. They often choose a cheongsam or Tang suit with Chinese characteristics at their banquet and daily meetings. They will also give gifts to their friends as gifts."

A woman who once worked as a sales person in Shanghai told reporters.

According to her, "Shanghai" has many facades in airports in many countries in order to attract more overseas consumers.

"Their market positioning is very clear, mainly for foreigners.

In Beijing International Airport, Shanghai has two or three facades.

The walls are blooming and the walls are fragrant.

Nowadays, among many famous department stores in Europe, besides Shanghai, people can also see VivienneTam (the Chinese designer brand from Hongkong) and the Chinese top fashion brands such as ChiatzyChen (born in Taiwan, China fashion brand).

Chinese elements are gradually moving westward, and local luxury goods are gradually expanding overseas.

Among Chinese elements, Chinese clothing such as cheongsam and Tang suit is most favored by foreigners.

Reporters visited another Beijing "old" clothing store - Rui Xiang, found that in Wangfujing (37.80, -0.65, -1.69%) branches, bustling guests, there is no shortage of foreign consumers, the domestic traditional clothing has actually quietly abroad.

"There are many foreign consumers in our shop, and now there are quite a few pairs of clothes in it.

And the silk fabrics are very famous here, and many foreigners come to them.

Rui Xiang's sales manager said.

The sales manager did not disclose detailed data on the proportion of foreigners to consumers.

But the reporter observed that most of the salesmen in the shop are 30-40 years old. They can basically communicate with foreign consumers in several English sentences. It is not a problem for them to simply introduce the material and price of cheongsam.

"We have to catch a plane immediately, and come to see cheongsam here before leaving."

A foreign female consumer briefed reporters.

She picked up a plain white silk cheongsam and went into the fitting room. After trying it on, she found that her waist was slightly bloated.

Although she thought the price was right, she finally left the store empty handed.

In the modern society with the easterly wind going to the west, the element of Chinese wind appears embarrassing outside the wall, but according to the sales manager of the store, Rui Xiang has not yet gone abroad to seize the international market plan.

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The summit of professional managers, who worked in Hermes and other international luxury goods companies, said in a media interview that the Chinese time-honored brand has a long history, and there is no lack of excellent technology comparable with the world famous brand, but it also preserves its own values.

"What we need to do next is to turn this concept of value into a shared value concept all over the world."

He said.

"Cheongsam" lifestyle of foreigners

Robert and his wife, who came to Beijing to visit Australia, looked at dazzling products in Rui Xiang Xiang, a bit dazzled.

"Very beautiful. It feels comfortable and soft."

Robert's wife said excitedly.

Robert said cheongsam in Australia is already quite well-known, and very popular with foreigners.

"Not only in Chinatown, but now many large shopping malls in Australia have opened cheongsam shops, and several of our friends have at least one cheongsam."

He said.

The couple also said that cheongsam in China is much cheaper than Australia, so this time they came to pick one and bring it back.

When the reporter told Robert's wife that his wife's cheongsam came from the Chinese Qing Dynasty, she was surprised to say, "I used to know that the cheongsam seemed to be your last century's clothes, and the history was so long."

Before the two sets of bright red cheongsam, Robert's wife suddenly stopped to look.

The salesgirl told her that the dragon and Phoenix embroidered pictures and articles on the cheongsam symbolize auspiciousness. This Qipao is often used for wedding ceremonies.

"In Australia, we wear," she laughs.

Robert said, "look at the people coming and going on the streets. Why do you Chinese seldom wear such distinctive clothes again?" it makes me feel very strange and very sad.