In the 2014 Christie's Shanghai Autumn Auction, "Shang Xia Up and Down" sold a women's small bamboo leather handbag "Ran Yue" made of silk cutting technology for 140000 yuan. In China, "Kesi" is a traditional craft used to make dragon robes for ancient emperors.
"Shang Xia Shang Xia" is a Chinese element brand launched by the famous French luxury brand Herm è s in 2010. The brand attempts to inject modern aesthetics and contemporary lifestyle into traditional Chinese handicrafts.
If this attempt is successful, it may indicate that China will become a new force in the global luxury goods industry and provide experience and case models for other local Chinese brands hoping to have global competitiveness. According to Bain's data, China has become the world's largest luxury goods market since 2012, but currently, there are no truly Chinese luxury brands that have gained recognition from domestic consumers.
With the help of Herm è s, a top luxury brand in France, "Shang Xia Up and Down" hopes to change this situation. The Shangxia Company, which operates the "Shang Xia Up and Down" brand, was established in 2008. Jiang Qionger, who comes from a Shanghai art family, served as the CEO and Design Director of the company and holds a partial stake. When interviewed by Interface News reporters, Jiang Qionger refused to disclose the specific share of shares because "this share may change over time.".
Herm è s is betting that Chinese luxury consumers will be willing to purchase products made using traditional Chinese handicrafts, which are cumbersome, well crafted, and expensive. For example, the traditional handmade "upper and lower" pure cashmere bathrobe three piece set requires craftsmen to twist the thread for several weeks to complete. This bathrobe three piece set is priced at 15000 RMB. The cashmere felt clothing, made using the ancient craftsmanship of traditional nomadic tribes to make yurts, requires felt craftsmen to spend several weeks continuously kneading, pressing, dispersing, and shaping the entire piece before it can be finally made into a product. This "up and down" cashmere felt clothing is priced at over 30000 yuan.
Nowadays, "Shang Xia Up and Down" has opened four specialty stores worldwide, located in Shanghai, Beijing, and Herm è s' headquarters in Paris. Among them, "Up and Down Home", which opened on October 18th in Shanghai, is currently its largest flagship store. On the day the store opened, Patrick Thomas, Chairman of the "Shang Xia Up and Down" brand, expressed in an interview with The Wall Street Journal that he hoped the store's sales could exceed 10 million euros within three years.
The store is located on Huaihai Road in Shanghai, adjacent to the Herm è s specialty store, and both share a four story western-style house. Its first layer is open to the outside world; The second floor is the cultural exhibition center, where activities can be held; The third floor, as a VIP space, is only open to special guests and has a fragrance room, tea room, kitchen, restaurant, etc. Jiang Qionger stated that there are currently no new expansion plans for "Shang Xia Up and Down".
