You are here:
- Deligogo Blog, share food and wine articles and add your reference links
 
|
|
Deligogo blog articles are randomly featured with each listing (individual services and products) by matching keywords. Every time a listing page is refreshed, different articles will appear. Articles contain embedded links (a nice way to exchange links!) and are always presented with the writers image and a reciprocal link to the writers blog or website. If you interested to post articles in this blog feel free to contact us (read more ...).
  CATEGORIES - General - Deligogo website - Culinary courses - Wine courses - Design labels - Culinary Tours - Wines - Deserts - Other alcoholic drinks - Vinegar and Oil - Non alcoholic - Fine Food - Dairy products - Meat & Meat products - Sea Food - Herbs & Spices - Sweets - Recipes - Other Subjects - Preservation Methods - Profiles - Profile VideoHermes and its new brand - Shang Xia -: a good lesson for luxury wines Guillaume Jourdan,
Brand awareness and improve brand image by building customized strategies for wine estates
France
(Find some more news on www.vitabella.fr). Hermes launches a new brand, called Shang Xia (meaning “topsy-turvy” in Mandarin), in the lucrative Chinese market. Shang Xia will include ready-to-wear and decorative arts inspired by Chinese culture and traditions of craftsmanship.
They will be made using Chinese raw materials and artisanal know-how, Hermes said. Shang Xia’s creative director is Qiong-Er Jiang, daughter of a noted Chinese architect. The new brand will be tailored for the Chinese market where Hermes lags behind its competitors.
The brand will also be distributed in Paris in one of the large department store. As some would think at first, this move is not a matter of producing and offering cheaper products to the chinese markets. China's tradition is anchored into a long history of talented artists who are appreciated by the entire nation.
In fact, these artists are part of the education of children at school and this art culture is deep in their roots. For centuries, it shaped their way of seeing differently the world and, among it, the luxury world. Hermes demonstrates its strength in taking the high risk of going into that direction and being the first in the luxury sector to do so (in fact, Tang is another luxury brand which could be comparable).
Hermes shows that it understood the chinese market should be marketed with its specific language (so a specific chinese name for the new brand), specific culture (so a specific range of products with a chinese creative director)...Hermes does not adapt to a specific country. Hermes creates a chinese brand. Hermes does not intend to create a low cost brand in China.
They create a luxury brand in China. Shang Xia is not a brand for the chinese market. ShangXia is a brand for the chinese community based all over the world.
To learn more about Guillaume please visit
www.vitabella.fr
or
www.wineinsightnewseconomics.blogspot.com .
 If you would like to comment, login.Current Comments:| No comments have been made yet. You should make one now! |
| Link to this Blog:The permanent link to this blog is:
http://www.deligogo.com/blog/241/| Non alcoholic |
|---|
| Posted | Blog |
|---|
| No blogs here! |
| Herbs & Spices |
|---|
| Posted | Blog |
|---|
| No blogs here! |
| Sweets |
|---|
| Posted | Blog |
|---|
| June 15, 2010 | Honey Bee's Dreamland |
|
|
