11 years on the beach to achieve the world's first middle-mounted brand

In 1994, when Hong Konger David Tang Wing-Cheung opened his first store in Hong Kong, he probably did not even think that in more than a decade, Shanghai Tang will become the world’s best-dressed brand.

Today, as long as you step into the first Shanghai Tang store located at 65 Maoming South Road in Shanghai, you can directly feel the brand's old Shanghai dream: a dull little wooden floor under the feet and a carved wooden table and chair near the window. , The old Shanghai dance music constantly lingers in the ears.

Like this legendary old dream, ShanghaiTang has created 12 locations around the world and has also created a wave in the global fashion world: supermodel Naomi Campbell, “Spicy” Victoria, blind singer Andrey Pochet, Andy Lau, and Zhong Lijun. And Others are enveloped in them.

If it weren’t in 2000, Shanghai Tang was fancyd and acquired by Richemont, a top Swiss brand group. This “dream” that may be within reach is probably just “castle in the air,” at least not as fast as it came.

For this, Shanghai Tang Shanghai General Manager Ling Jiacheng has a deep understanding. "It can be said that it was the joining of Richemont that made it gradually move toward the world's top brands." He commented, "Before the acquisition of Richemont, although the company has developed very well, but its selling point is still just the style of old Shanghai. Basically, there is no clear market positioning, what customers like, what we produce, because Richemont owns a number of top brands such as Cartier, Dunhill, Piaget, and Montblanc, and has a very mature set of management and development for top brands. So it brought this concept to ShanghaiTang, and carried out a brand new packaging and transformation.”

After the acquisition of Shanghai Tang, Richemont Group began to study customers, targeting the middle- and high-income women aged 30-35, and later joined the men's and younger series, and formulated a long-term development strategy.

What is particularly important is that Li Feng has imported many Western designers to Shanghai Tang, which has enabled his clothing to absorb a lot of fashion elements from the original pure Chinese style to Chinese and Western styles. Ling Jiacheng said: “Each quarter of the international fashion trends will be reflected in our clothing, which allows us to stand out from many brands at once.”

It is reported that the Shanghai branch of Shanghai Tang will be opened soon, and the brand inspired by Chinese traditional culture is expanding. "Our goal is to eventually develop into an international top brand." Ling Jiacheng said with ambition.