Hermès : The brand Shang Xia takes off

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Shang Xia will have 3 stores in China in Beijing in the cities of Chengdu and Hangzhou by the end of 2020.

 

The Chinese brand created by luxury giant Hermès will open 3 boutiques by the end of 2020.

 

This is a first for the house, which currently has 7 boutiques in China and one in Paris.

 

Recalling that the Chinese brand was born out of the Hermès Group’s meeting with designer Jiang Qiong-er and that this unique initiative in the Group’s history was not destined to be replicated in India or Africa.

 

Hermès’ activities in the Chinese market account for 30% of the Group’s sales, including China, Hong Kong, Macau and Chinese tourists abroad.

 

We have never opened up so much in ten years. This demonstrates our confidence, because the foundations are in place. It’s time to go,” says Managing Director Jiang Qiong Er.

 

Indeed, the brand was launched in 2010. So it’s a journey that has been going on for ten years, a difficult challenge to take up.

 

The profitability expected in 2016 has not yet been reached, but Shang Xia seems to have succeeded in building a solid and sustainable model.

 

In 2019, its turnover had jumped by 60% to more than 20 million euros controleer hier.

 

Moreover, the brand is ready to accelerate.

 

In 2021, it will be ready to open stores in Singapore and Taiwan.

 

In addition, the brand has chosen to build everything on the basis of a new concept by highlighting Chinese know-how in the service of contemporary creations.

 

Creating this ecosystem in luxury, with artisans often isolated, was a challenge that we underestimated,” Jiang Qiong Er acknowledges.

 

In addition, Shang Xia collaborates with some sixty workshops in China (90%), Vietnam, Nepal and Mongolia.

 

The offer ranges from the art of living (tea services…), to furniture, fashion, accessories (jewellery, bags).

 

For the past two years, she has added custom-made spaces, with bamboo screens and other furniture.

 

Prices vary between 100 and 300 euros for small gifts, and up to 10,000 or even 100,000 euros for exceptional items mit firma.

 

When you go into luxury in Europe, you can buy in France and Italy, it’s easy. In China, it was a challenge,” confirms Patrick Thomas, the president of Shang Xia.

 

He also adds: “We could have a magnificent prototype and then receive 30 chairs, 15 of which were not compliant. We had to establish processes with manufacturers used to making a beautiful piece, not series“.

 

It should be noted that the brand could not open stores until this supply, with this guarantee of excellence, was in place.

 

Another challenge taken up during these ten years: to create a recognizable style for a clientele rather attracted by Western brands.

 

Jiang Qiong Er, who also acts as artistic director, stresses that the company had to create a brand in terms of positioning and image, but also in terms of services and experience to make the Chinese proud to buy their products.

 

Finally, what defines the Shang Xia brand is the poetry inspired by Chinese culture, the purity of the lines as well as the lightness of the materials and colours.

 

For the past three years, its target has been between 25 and over 45 years old, who are loyal to it.

 

In order to seduce its customers, Shang Xia wants to surprise by innovating in its business model เว็บไซต์.

 

She is going to launch her first sneakers with a resin sole printed in 4D, inspired by bamboo marquetry, and an embroidered silk pattern, to stick to the trends.

 

The price of this pair of sneakers will be 350€.

 

Also note that the team would like to set up the “Temple of Tea” in its Chengdu store to allow its customers to spend a unique moment acheter kamagra oral jelly en ligne.

 

Ultimately, Shang Xia’s objective is to establish its reputation and to conquer a local clientele.

 

 

Read also > STOCK EXCHANGE: HERMES, SUPERSTAR OF LUXURY IN FRONT OF ITS COMPETITORS LVMH AND KERING

 

 

Featured photo: © Shang Xia[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]

Shang Xia will have 3 stores in China in Beijing in the cities of Chengdu and Hangzhou by the end of 2020.

 

The Chinese brand created by luxury giant Hermès will open 3 boutiques by the end of 2020.

 

This is a first for the house, which currently has 7 boutiques in China and one in Paris.

 

Recalling that the Chinese brand was born out of the Hermès Group’s meeting with designer Jiang Qiong-er and that this unique initiative in the Group’s history was not destined to be replicated in India or Africa.

 

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Shang Xia will have 3 stores in China in Beijing in the cities of Chengdu and Hangzhou by the end of 2020.

 

The Chinese brand created by luxury giant Hermès will open 3 boutiques by the end of 2020.

 

This is a first for the house, which currently has 7 boutiques in China and one in Paris.

 

Recalling that the Chinese brand was born out of the Hermès Group’s meeting with designer Jiang Qiong-er and that this unique initiative in the Group’s history was not destined to be replicated in India or Africa.

 

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Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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