Harvard Case - Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand
"Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand" Harvard business case study is written by Anat Keinan, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder, Zhiyan Wu. It deals with the challenges in the field of Marketing. The case study is 23 page(s) long and it was first published on : Feb 7, 2017
At Fern Fort University, we recommend that Shang Xia implement a multifaceted growth strategy focused on strengthening its brand positioning, expanding its product portfolio, and leveraging digital marketing channels to reach a wider global audience. This will involve a combination of strategic brand management, innovative product development, and targeted marketing initiatives to establish Shang Xia as a leading luxury lifestyle brand with a distinct Chinese identity.
2. Background
Shang Xia, a luxury lifestyle brand founded by Herm's, aimed to create a unique brand offering a blend of traditional Chinese craftsmanship and modern design. The brand faced challenges in establishing itself within the competitive luxury market, struggling to gain traction with both Chinese and international consumers.
The case study focuses on the brand's initial years, highlighting the challenges of market entry, brand positioning, and product development. The main protagonists are:
- Pierre-Alexis Dumas: Artistic Director of Herm's and the driving force behind Shang Xia.
- Olivier Gabet: CEO of Shang Xia, responsible for the brand's strategic direction.
- The Shang Xia team: Designers, craftspeople, and marketing professionals working to build the brand.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong heritage and craftsmanship: Shang Xia leverages traditional Chinese craftsmanship and artistry, offering unique and high-quality products.
- Association with Herm's: The brand benefits from the prestige and reputation of its parent company.
- Potential for growth in the Chinese luxury market: The Chinese luxury market is rapidly expanding, offering significant growth opportunities.
Weaknesses:
- Limited brand awareness: Shang Xia lacks widespread recognition among both Chinese and international consumers.
- High pricing: The brand's premium pricing strategy may limit its appeal to a wider audience.
- Product portfolio limitations: The initial product range was relatively narrow, focusing primarily on homeware and accessories.
Opportunities:
- Expand product offerings: Diversify into new product categories, such as fashion, beauty, and travel goods.
- Leverage digital marketing channels: Utilize social media, e-commerce, and online advertising to reach a wider audience.
- Develop a strong brand narrative: Communicate the brand's unique story and values to resonate with consumers.
Threats:
- Intense competition: The luxury market is highly competitive, with established brands and emerging players vying for market share.
- Economic fluctuations: Global economic downturns can impact consumer spending on luxury goods.
- Brand counterfeiting: The prevalence of counterfeit goods can damage the brand's reputation and profitability.
Marketing Analysis:
- Target market: Shang Xia's initial target market was affluent Chinese consumers seeking luxury goods with a cultural connection.
- Marketing strategy: The brand initially focused on traditional marketing channels, such as physical stores and print advertising.
- Brand positioning: Shang Xia aimed to position itself as a luxury brand with a unique Chinese identity, blending tradition and modernity.
- Consumer behavior: The brand needed to understand the evolving preferences of Chinese luxury consumers, who are increasingly seeking experiences and authenticity.
4. Recommendations
1. Strengthen Brand Positioning and Storytelling:
- Develop a clear and compelling brand narrative: Communicate Shang Xia's unique story, highlighting its heritage, craftsmanship, and commitment to innovation.
- Emphasize the brand's Chinese identity: Leverage cultural references and design elements to create a distinct and memorable brand experience.
- Target a broader audience: Expand the target market to include international consumers interested in Chinese culture and luxury goods.
2. Expand Product Portfolio and Offerings:
- Diversify into new product categories: Introduce fashion, beauty, and travel goods to cater to a wider range of consumer needs and preferences.
- Develop innovative and desirable products: Collaborate with renowned designers and craftspeople to create unique and high-quality products that resonate with luxury consumers.
- Offer personalized experiences: Create opportunities for customers to engage with the brand through workshops, events, and exclusive collaborations.
3. Leverage Digital Marketing Channels:
- Develop a strong online presence: Invest in a user-friendly website, social media platforms, and e-commerce capabilities.
- Utilize targeted digital advertising: Reach potential customers through search engine marketing, social media advertising, and influencer marketing campaigns.
- Engage with customers online: Foster a sense of community and build relationships with customers through interactive content, contests, and online events.
4. Optimize Pricing Strategy:
- Consider a tiered pricing strategy: Offer a range of products at different price points to appeal to a wider audience.
- Focus on value perception: Communicate the unique value proposition of Shang Xia's products, highlighting their craftsmanship, quality, and cultural significance.
- Offer exclusive experiences and services: Provide premium customer service and create exclusive offerings for loyal customers.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of Shang Xia's strengths, weaknesses, opportunities, and threats. They are designed to:
- Align with the brand's mission: To create a luxury lifestyle brand that celebrates Chinese heritage and craftsmanship.
- Meet the needs of both Chinese and international consumers: By expanding product offerings and leveraging digital channels, Shang Xia can reach a wider audience.
- Differentiate from competitors: Shang Xia's unique brand identity and focus on craftsmanship can help it stand out in the competitive luxury market.
- Drive sustainable growth: By investing in brand building, product development, and digital marketing, Shang Xia can achieve long-term success.
6. Conclusion
Shang Xia has the potential to become a leading luxury lifestyle brand with a distinct Chinese identity. By implementing a multifaceted growth strategy focused on brand positioning, product expansion, and digital marketing, the brand can overcome its initial challenges and achieve its ambitious goals.
7. Discussion
Alternatives:
- Focus solely on the Chinese market: This approach would limit Shang Xia's growth potential, as the international luxury market offers significant opportunities.
- Adopt a lower pricing strategy: While this could attract a wider audience, it could also dilute the brand's luxury positioning.
Risks:
- Competition from established luxury brands: Shang Xia needs to differentiate itself and establish a strong brand presence to compete effectively.
- Economic downturn: A global economic downturn could negatively impact consumer spending on luxury goods.
- Brand counterfeiting: Shang Xia needs to take proactive measures to protect its brand and prevent counterfeiting.
Key Assumptions:
- The Chinese luxury market will continue to grow: This assumption is based on the increasing wealth and spending power of Chinese consumers.
- Consumers are willing to pay a premium for products with a unique Chinese identity: This assumption is based on the growing interest in Chinese culture and craftsmanship.
- Digital marketing channels will play a key role in reaching target consumers: This assumption is based on the increasing use of digital platforms for luxury purchases.
8. Next Steps
Timeline:
- Year 1: Implement a comprehensive brand positioning strategy, develop a new product line, and launch a digital marketing campaign.
- Year 2: Expand product distribution channels, launch an e-commerce platform, and increase brand awareness through public relations and influencer marketing.
- Year 3: Continue to innovate and develop new products, expand into new markets, and build a strong customer base.
Key Milestones:
- Develop a brand strategy document: Define the brand's vision, mission, values, and target audience.
- Launch a new product line: Introduce a range of products that appeal to both Chinese and international consumers.
- Develop a digital marketing plan: Outline strategies for social media, search engine optimization, and online advertising.
- Establish a strong online presence: Create a user-friendly website, social media accounts, and e-commerce platform.
- Track key performance indicators: Monitor brand awareness, sales, and customer satisfaction to measure progress and adjust strategies as needed.
By taking these steps, Shang Xia can establish itself as a leading luxury lifestyle brand that celebrates Chinese heritage and craftsmanship, while also appealing to a global audience.
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Case Description
The case traces the birth of Shang Xia, a joint venture between the Hermès Group and Chinese designer Jiang Qiong Er. Launched in 2009 in Shanghai, the new brand's core mission is to revive and promote China's 5,000-year-old cultural heritage and leverage Chinese craftsmanship to design contemporary products. Describing the brand evolution over its first eight years of existence, the case allows for an exploration of the challenges associated with creating a luxury brand and reconciling several strategic imperatives: the need to build a strong, desirable, and prestigious brand identity and grow a profitable and sustainable business. The case also provides an opportunity to discuss the benefits and challenges associated with 1) building a luxury brand from scratch and 2) being a luxury brand "made in China" with global ambitions.
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