On The Enlightenment Of International Uxury Brands To China’s Vogue Brands

Along with the mushroom development of global economy, luxury dominates an increasing strong market. Among the great trend, China stands out for its high percentage in the international luxury market. However, with most of the first-line brand originating in Europe, China is left out though its domestic brands are experiencing a fast development in recent years. The present thesis conducts an analysis on the development course of some of the international first-line luxury brand, summarizes the advanced experience as well as the curving road of those brands, and compares them with our domestic brand, Shanghai Tang, in a bid to draw some enlightenment for China’s domestic luxury brands.The thesis makes it study from Brand science, with the luxury brands as the object, selects three of the supreme brand, and present their development course in a legend way. The brands chosen are Hermes, Kenzo and Cartier. They are chosen for their own representative. Hermes, as one of the most famous brand, takes the craftsman as its faith, and focus on the first chop of arts and craft and the most fashionable design. As we all know, China cherish the long tradition of honoring the detail of art. Therefore, Hermes merged in Paris, so does Shanghai Tang in Hong Kong. Kenzo is from Japan, and receives huge success in Paris, which demonstrates that culture is by no means the wide gap for luxury brands, and its success will be great lesson for China to expand its brands. Cartier is the best in Jewelry and the symbol of American free economy’s fast development. It is a young brand, and can hand China, who enjoys the free economy for only3decades, great experience in both macro market and micro crafts.It needs all-around exploration in terms of how to coordinate the development between China’s luxury industry and its consumer market, how to guarantee the healthy and orderly development of China’s luxury market, and how to forge the luxury brands with Chinese characteristics. Therefore, the thesis selects Shanghai Tang who is typically representative China’s brands as the object of study. In order to merging it into the first-line brand, the thesis offers some suggestions:firstly, it should merge Chinese elements with international trend. The thousands of years traditional culture is great brand resources for Chinese brands. Shanghai Tang can, therefore, position itself as an acceptable international brand by mixing Chinese traditional beauty. Secondly, it should readjust it macro production, and improve its micro craft. According to the demand of luxury market, Shanghai Tang can categories its production into three serials, namely, Authentic, Seasonal Collection, and Core Collection. Besides, accessory and life product with its own features are necessary. Thirdly, it should establish its global network by expanding its international market along with the establishment of its domestic market. Next, it is essential to build up first class team for design and management. If you want an international brand, you need to have an international design and operation team. Lastly, it should form its own multi-dimensional marketing mode. Conducting the high-end transformation as Mandarin Collar Society, open the internet marketing mode and unfold the multi-dimensional marketing mode including Shanghai Tang restaurant.To sum up, the purpose of this thesis is to use knowledge to guide the practice. Due to the limitation of this thesis, there are must be some insufficient. Anyhow, it serves as a communication for the early merging of Such Chinese brands as Shanghai Tang into international market.