Archive for February, 2010

Worrying prospect of the Chinese luxury consumer market

In March 2009, the U.S. International Council of Shopping Centers (ICSC) released a report, in February the U.S. luxury retailer, same-store sales fell 19.2%, higher than the entire retail sector fell by 19.1% and, since June 2008 has been a luxury goods retail sales has been the worst performance of the plate.

Price reduction, discount, Shuaimai … … In the past few months, “luxury price increases instead of falling,” the myth of being a little bit broken.
In March 2009, the U.S. International Council of Shopping Centers (ICSC) released a report, in February the U.S. luxury retailer, same-store sales fell 19.2%, higher than the entire retail sector fell by 19.1% and, since June 2008 has been a luxury goods retail sales has been the worst performance of the plate.
When the luxury in the traditional market experience “cold” when, in the Chinese market is doing well.
A recent Goldman Sachs report said in 2008, China’s annual growth rate of luxury goods spending around 20% by 2015, its annual growth rate will be about 10%, when the total amount of China’s luxury goods are expected to exceed 11.5 billion U.S. dollars, becoming the world’s No. 1 consumer of luxury goods, accounting for about 29% of the total global consumption.
China Brand Strategy Association, the study also showed that, at present, China has the ability to buy international brands of consumer groups to achieve 13% of the total population in 2010 will reach 250 million people.
All this seems to make the world luxury goods giants are signs of hope. Since 2009, the luxury brand in China entered a new round of capital increase, expand and expansion. Commonly known as the “LV buildings”, “Hisayoshi Center” in Shanghai Changning District Hongqiao business district within a settled, which is the LVMH Group’s joint venture with Macau casino tycoon Stanley Ho’s international luxury base, planning to become LVMH’s 60 high-end brands of integrated stores. By the end of May, the U.S. luxury brand Coach announced that the next five years, Hong Kong, Macao and the mainland from 25 stores to 80. In July, Gucci to open new stores in Shanghai, which is it China’s first 28 franchised stores.
At present, the luxury brands are more concerned about China’s new rich. World Luxury Association China Chief Representative Ouyang Kun that China’s luxury market in recent years relatively stable growth in spending power, consumer groups are also increasingly younger, family-oriented. Consumer groups supported the rapid growth of the luxury brand in China.
Xue-Fei Li is a typical second-generation rich past few days, she has purchased two GUCCI, total about 50,000 yuan. “No way, circle of friends with this grade thing.” Xue-Fei Li “China’s Sankei Shimbun” reporter says. Big handbags, belts, shoes, etc. It is a symbol of identity and social status, she not only buy their own, but also to her mother, younger sister to buy.
The stylish middle-income white-collar workers constitute another major Corps luxury consumption. Miss Lin, a Beijing residents in private enterprises to do the accounting, together with a monthly salary plus bonus calculation, the total income of 4,000 yuan also, but she was an out-of Famous seekers.
“Although one of the bags LV I often spend four to five months salary bonus, but each listing to see their favorite style, I can not control their impulses.” Ms Lin told the “China’s Sankei Shimbun” reporter , despite the purse of the credit card Shuabao, and luxury home has piles of Lao Gao, but she is still shuttling in major Famous store, never tired.
Served as the first luxury brand in China Forum Organizing Committee Deputy Secretary-General Chen Bao-hua believes that part of the awareness of consumers of luxury goods is still confusion, “a matter of fact, not an expensive thing is the luxury, luxury is not equivalent to expensive goods, the construction of a brand there are many different aspects and factors, the price is only a reflection of the value of commodities, and can not explain the cultural meaning of goods, quality issues, “he said” China’s Sankei Shimbun, “told reporters that from this point of view, things are not always expensive luxury, luxury goods is not equivalent to expensive.
“I think it is indeed a luxury to some extent is a comprehensive reflection of taste and wealth, which depends mainly on the sound development of luxury brands have accumulated long-term brand value and reputation, almost all luxury goods are all rated as Quality has high expectations, and thus a luxury not everyone can become a consumer product, needs some support for the wealth to do. “Beijing Golden Eagle Marketing Management Consulting Co., Ltd. Deputy General Manager Fangqiang In an interview with” China’s Sankei Shimbun ” reporters said.
Fang Qiang pointed out that as late luxury goods in China, China’s luxury consumers are now still in a kind of being “educated” status. Should allow consumers to more in-depth understanding of brand culture and spirit, in order to make it more rational to consume, choose really suitable for their own goods.
CHEN Bao-hua also said that, how to properly cognitive luxury, rational consumers to buy luxury goods consumption is a prerequisite should not blindly herd consumption.

Two Hong Kong luxury buyers to see the Mainland

In 1993, Tina from the Hong Kong Polytechnic University, graduated from the Department of Textiles and Clothing into the newly-established one-year Hong Kong-jun thinking group, began to learn to fashion buyer. Jun Civic Group is the home agents, specifically for the luxury consumer market in Mainland China was established, they take a real luxury brand exported to the Mainland Europe and the United States, for which Tina Chang and Scitech Plaza’s “buyers” were dealing with. Tina on the reporter said: “Dorset purchasing department staff have some expertise, some knowledge of foreign languages, and we’ll give them to the Mainland with Hong Kong and abroad, out of fashion magazines, so they have a relatively high level of understanding of luxury goods that we and they are easier to communicate.

Dorset attracted an opening of China’s first batch of rich strata, in a very long period of time are luxury goods in lieu of that, particularly the rich provinces around Beijing to identify it. As usual, they order, to marketing and sales performance for the wind vane on the brand’s meaning, aesthetic and professional considerations were not many, you can see that the introduction of the brand Dorset is very confused. ”
At that time knowledge of luxury consumers in Mainland China is the Pierre Cardin suit, Goldlion tie, Hong Kong crocodile T-shirts, do not know Ferragamo (Salvatore Ferragamo), Tods, what is material. “Western luxury brands logo, and Chinese pronunciation, spelling is completely different, Mainland consumers can only remember the 56 names of foreign luxury brands. Such cognitive psychology not only exists in that era, and now also the case . “Tina on the reporter said.
She and her colleagues are the first in mainland China’s fashion buyer – so far, active buyers in the Mainland, Hong Kong people are mostly also the most professional – is the more popular consumer brands. They Ferragamo pushed the Chinese market in 1994, Palace Hotel in Beijing, the mainland opened its first franchised store Ferragamo. She clearly remember the days when almost no Chinese consumers to use credit cards, the moneybags are particularly fond of wearing a Playboy brand Polo Shirt – winter is a long-sleeved, short-sleeved summer changed, Hem headlong into waistband, the tucked a small stuffed bags to make money, a small bag on the Pierre Cardin or Goldlion shiny yellow metal plate. “Just came into contact with the luxury brand’s Chinese customers particularly valued brand identity.”
“Beijing and Hong Kong Ferragamo store goods ratio, are quite different. Beijing’s nightlife few Beijingers need brand consumption during the day, so most of our shoes into the middle and low-heeled, and appropriate

Roewe 750 1.8T peak showdown “best in the world highway”

March 28, the strength to send actor Honglei, Shanghai Automotive Group Co., Ltd. Technical Center, General Manager Mr. Gao Weimin, the international special master Mr Bruce gathered Tianmenshan, driving Roewe 750 1.8T gallop through the Hill. Length of more than 10 km wide and 5 meters Tianmenshan Road, elevation 1,000 m, 99 roundabout turn through the sky, 180-degree sharp bends bearing that in mind both sides of the steeply Chihiro, known as the “best in the world highways.”

Honglei (left) challenges in the activities of the site before

The media test drive event listing and create a new car test drive the new form, have “best in the world highway” Zhangjiajie Tianmenshan start. Shan Qi insurance, makes the Roewe 750 1.8T of the ultrahigh-pressure all-aluminum engine intercooled turbo Kavachi, Europe, chassis systems of checks and balances accurate, comprehensive upgrade of the product configuration, increasingly sophisticated manufacturing processes to be full and complete experience. Roewe 7501.8T the limits of control quality and Tianmenshan Road “peak showdown” process in the presence of business elite has been well received, they said, such a test drive is to verify and witness automotive quality, challenging mechanical limits of a rare opportunity The Roewe 750 1.8T for such challenges are competent.

Model is equipped with high-performance aluminum-cooled turbo engine Kavachi, with well-known British Lotus sports car and Land Rover Freelander Freelander from the same platform. Shanghai Automotive According to the Chinese user habits, road conditions in China and fuel the state has been re-tuned and upgraded the maximum power of 118kw, maximum torque of 215Nm, the equivalent of 2.3-liter naturally aspirated engine power level, the maximum speed of up to 205 km / hours ,0-100 km per hour acceleration time of just 9.5 seconds, at the same level in the leading car. Same time, through precise control over fuel economy, making Roewe 750 1.8T models fuel consumption per hundred kilometers (90Km / h constant speed) is only 6.0L, reached the Euro IV standard.

In addition to leading Kavachi engine, and the other for the Roewe 750 1.8T Tianmenshan dare challenge factor is a comprehensive upgrade of its checks and balances of the European precision chassis system, the chassis loaded with front and rear axle-load distribution ratio is almost close to 50:50, and manipulation performance comparable to comparable rear-wheel-drive vehicles. Use of gold move boost ratio, through ergonomics repeated tests, give full play to a good chassis systems and stable handling.

To pass this section known as “the best in the world highway” of the Road, Roewe 750 1.8T to receive the most severe test. “Snake-like bends down Shift” and “continuous curved swing spoiler” need a strong vehicle with low engine speed torque output, and engine a perfect match; precise steering system and suspension system to provide sufficient support to pass the “pendulum 7 with hairpin bend “and” Thunder Kai-speed emergency plus bending “in dangerous Yamagata. In this series on the curved ramp, down ramp corners, hairpins and other structures of the 99-day road dangerous bend on the way, Roewe 750 1.8T 118Kw/5500rpm strong power, so that cars moving, such as de-Zhe Liang gentleman rabbit, high-performance aluminum alloy cold-engine turbo Kavachi response to smooth, linear power output smoothly, there is no turbo lag phenomenon. The Triple-Mode 5-speed electronically controlled automatic transmission to the smart driver’s intention to also understand very clearly, and acting between the run-off a thousand miles, and Kavachi engine a perfect match.

Internally and externally to the strength of sportsman Honglei also joined the Roewe 750 1.8T with the “best in the world road” showdown of the peak. When the Honglei driver arrived in a black Roewe 750 1.8T Tianmenshan summit, the audience’s applause and cheers reverberated through the valley for a time, a “Heroes Challenge Tin Road,” the real drama of the film began. The first International Fashion Week in London, published personal works of Chinese designer Wang Wei, as a special guest appearance Tianmenshan summit, wearing their London Fashion Week recently released the 2008 spring and summer fashion models gave a stunning fashion and classics, Elegance and passion for perfection in your content, beautiful scene. The finale of the drama by the Hong Kong Film inline with big “stunt Big Brother” Bruce Law Lai Yin Luo personally wield the sword, “Road Speed,” “Speed Driving” to a large audience into the film only in the scene.

Protagonists of this event as a national Various media, after a short mountain training, first-hand Driving Roewe 750 1.8T almost impossible road, in the harness, “Heavenly Road” to find another life beyond. Members of the media evaluation, Roewe 750 1.8T anomaly in the hairpin, such a steep mountain road, speed overtaking and other incentives to complete action, a number of automobile brands in China is rare, this is a the most real, most exciting motorcycle racing mountain Qunying will.

Spyker C8 Aileron dress to attend the Beijing Auto Show

Has a long history of 150 years of luxury car brands – Spyker will be on Beijing auto show this month the first official release of new models to the Asian C8 Aileron, this model is the Spyker brand was launched after a lapse of two years after the of a new model, in the spring of this year’s Geneva auto show in North America and Europe for the release, which marks the Spyker C8 series also add new models.

C8 Aileron Side

At the same time, to attend the auto show along with the classic sports cars Spyker C8 Spyder, and the world’s limited production of 24 units of the C8 Laviolette BI2, can be called C8 models and classical models the new uniform appearance.

Spyker C8 series is an advanced mid-engined two-seater sports car, with lightweight body structure and pure design elements for the features but also inconceivable to the introduction of new engineering features anti-scratch. Super-frame used in all pressure-cast aluminum alloy one-off made. Spyker chose to use the best materials Spyker C8. Automotive structural material of choice is aluminum, a high-tech professionals after treatment unmatched synthetic material. C8 chassis is through compression and bending aluminum alloy plate to manufacture. Body panels and all the external components, such as rear-view mirror, beautiful air intakes and wheel hubs, etc. are also manufactured from aluminum.

C8 Aileron Rear

Every body panel and a Spyker C8 components must be identified by numbers, these numbers must correspond with the vehicle chassis number, because each one Spyker Spyker cars are the best craftsmen of the cordial of the hand-made, Each production chain will be subject to strict records and audit, which was also the embodiment of the artisans who honor.

Spyker each personality characteristics through the extraordinary and amazing display of the interior to be highlighted. Entered the cockpit, instrument and control panel the first thing eyes, instrument design is full of nostalgia for old aircraft, color, transmission of Spyker in the aviation manufacturing glorious history. Once the driver sat on the driver’s position immediately will be a unique design of the gear lever to attract, this unique transmission structure more fully reflect the Spyker cars each is unique. All Spyker cars are no keys to start.

Cockpit

Luxury and high performance has been fully compressed into the cockpit, a large number of high-grade aluminum trim and leather top-complement. Owners according to their own imagination, any kind of custom body in line with their own tastes and leather colors. In addition, full of Spyker logo and detail design of the elegant 19-inch full-magnesium alloy with a central locking nut 10-spoke wheels are optional propeller configuration.

Create something like the Spyker C8 car not only means that the highest technical standards, but also means the driver with her to establish a good interaction contact. Spyker create the world’s top car, which makes every owner of a family member of Spyker honor to share Spyker outstanding quality, yet the ultimate dignity and without passion.

Spyker offers from other items in the list of matching is also not difficult to find a unique Spyker, such as the limited edition watches rainbow • Spyker (all manufactured from stainless steel or platinum-wide), and the rainbow of the instrument panel. In addition, customers can also customize the LV (Louis Vuitton •) suitcase, which is the world’s leading luxury brands tailored specifically for the design of the Spyker cars, Spyker is also the only one LV accessories brands for the automotive design .

This exhibit three C8 Series models for the first time to meet with the Chinese audience, especially the new Spyker C8 Aileron is also attended the Geneva Motor Show last month, after they arrived in Beijing to meet with Asian audiences. By then, fans can take this occasion the fans a glimpse of their super sports car of hosting the Games.

French jeweler Chaumet Class stationed in Spring City hall

French palace-class brand Chaumet jewelry stationed in Spring City
Kunming, the opening of boutique shoppe
January 12, 2010 Kunming, China beginning of this year, the French palace-class brand Chaumet jewelry department store in Kunming Jinlong Ginger brand boutique stores set up counters opened. Chaumet, Mr. Vice President, Benoit Toulin, as well as Asia Pacific Managing Director, Mr. Liang Shouxin attended the opening reception and ribbon-cutting ceremony. Celebrities in town gathered together to witness the Chaumet elegant bloom in Spring City in Kunming.
CHAUMET Kunming counter has followed the Chaumet boutique classic elegant navy blue and brown decorative colors, orchids silhouetted against the light of China and the United States the ultimate jewelry, Chaumet, as always, elegant show.

Chaumet boutique shoppe Kunming
CHAUMET, 1780 by Marie-EtienneNitot was founded in Paris, has 230-year history is well known for making jewelry, this year is poised to celebrate the 230th anniversary of the creation of the brand and its legendary brand is an unprecedented story of charming and successful development. Nitot With his passion for jewelry design and a unique aesthetic devotion, and soon won the admiration of Napoleon, as Napoleon Queen’s jewelry designer. The French Emperor to the Empress Josephine and Marie-Louise made the task of the crown to Nitot. Since the beginning, CHAUMET has been the most noble and historical figures associated with prestigious jewelry brand.
CHAUMET Parisian jewelry design is synonymous with great creativity and taste, and she in Paris, where the No. 12 Golden Square, the studio can also be strong for her creativity to provide the best support. CHAUMET created a jewelry empire emotion, but also created an international legend:
Chaumet Legends Series: Chaumet always told through the works of great beauty and legendary stories, each piece is the rare combination of precious stones and precious metals, carry profound messages.

Sophie Marceau ad large-Chaumet
ABCdeCHAUMET: giving jewelry a strong and rich emotional message is a fine delicate and complex knowledge, it has thousands of expression. ChaumetABC series can be regarded as the ultimate in this regard stems from Empress Josephine (Joséphine) secret language invented jewelry is a unique series of completely personalized. 26 different Po

Regal pet rolled into the emperor reelection six crown jewels

Regal pet rolled into the emperor reelection six crown jewels
Cartier has been re-Hoogewerf “brands tend to be multimillionaires survey” the most popular jewelry-winning
January 14, 2010, Shanghai, and enjoy “the emperor’s jewelers, jewelers of the Emperor” reputation as the world’s leading luxury brands Cartier, won the Hurun “2010 is still superior to the products – 10 million Regal brand tendency survey report “” the most popular jewelry Regal brand “awards. This is a Cartier Following the 2005 launch of Volvo brand Hurun investigation honor six times. In this known as “China’s wealthy lifestyle, the most authoritative survey” in honor of six years, the number of consecutive winning only a handful of brands, but Cartier was ranked number one in absolute advantage, this year Cartier is also crowned as the “most favored jewelry watches” brand topped the list, and at the same time won the “most popular luxury brands,” confirms a perfect Cartier, the world’s leading watch brand in the luxury jewelry in the high position of the Kingdom.

Levi’s ® brand centuries the essence of the story elements

In human history, the greatest influence of the clothing is jeans! From the jeans came about, each person must have a closet of more than one pair of jeans, and it is able to actually wear the most fashionable and popular undefeated, thanks to invention of the world’s first jeans Levi Strauss-”Levi’s ® “brand’s founder, Levi’s ® brand since its establishment 156 years of glorious history has been.

Levi’s ® brand’s history can be traced back to 1853, when the canvas overalls from the sale of digging into the pot of gold in the Levi Strauss registered Levi’s ® brand, and decided to begin operating jeans. By 1873, launched the prototype of five bags of jeans -501 ® jeans, original jeans from swept the world was born. Levi’s ® 501 ® is also this myth started.

501 ® made its debut in San Francisco during the Gold Rush. With the industrialization process in the United States, 501 ® was born, and started for the use of factory workers, so jeans are generally considered to be miners, workers in the initial tooling, and even appear in the Chaplin film “Modern Times” in. During World War II, because the U.S. government restricted ration yarn, the Levi’s ® 501 ® to stop the use of such decorative stitches, and begin to use the paint directly in the pocket on the draw arc; At the same time, 501 ® in the Logo button on the sign that victory into a “V” signs; with today’s 501 ® Jeans The biggest difference lies outside the jeans at the time was four buttons, but now it is 3. After this, 501 ® has undergone several changes, eventually evolve into what it is, while the 501 ® is the brand Levi’s ® jeans in a number of models of long red popular goods were widely around the world snapped up and collection.

Hundred percent original Levi’s ® adhere to the spirit of the brand characteristics, history, heritage while continually innovative ideas will always try to bring consumers the best products. All Levi’s ® products, special emblems, including rivets, red-label, leather label, thread, copper buckle and so on, integration of history, heritage and innovative spirit of the times, are also leading the wave of Levi’s ® classic original features. In the 156 years of the years, Levi’s ® innovative, while maintaining the traditional, based on the creation of a variety of popular consumer favorite pair of jeans and wide acclaim, and constantly develop a variety of cowboy models, such as 501, type1, LVC, red tab, red loop, Levi’s Ladies, square cut, copper, luxury, Indigo … … will become favorable for the trend of industry products.

Levi’s ® China’s first grand opening of 501 stores

Levi’s ® 501 ® jeans legend to bring a hundred years

November 2009 23, Beijing, the world-renowned brand jeans Levi’s ® continues to expand sales of the territory of China, located in Beijing Oriental Plaza, Levi’s ® China’s first 501 stores officially opened today. Levi’s ®, Greater China CEO Yung Miss Li Jiexia, Levi’s ® company’s U.S. headquarters in museums and archives management division, Ms. Stacia Fink Mr. Ren Quan carrying well-known artists, as well as well-known model, Ms. Chunxiao together cut the ribbon for the new store opened, and visited with interest the latest Levi’s ® shop and enjoy the oldest of the Levi’s ® jeans and the latest roll up 501 ®.

Levi’s China’s first 501 shops

Levi’s ® China’s first 501 new stores opened

Since 2001, Levi’s ® brand into the Chinese market, Levi’s ® continued to expand nationwide dealer network, and is fast becoming the consumer’s favorite denim brands. November 23, 2009, Levi’s ® in China’s first grand opening of 501 stores, declaring Levi’s ® in China, opened a new one.

Levi’s ®, Greater China CEO Yung Miss Li Jiexia at the Levi’s ® China’s first 501 shops in the opening ceremony: “Levi’s ® long-term commitment to expand in China’s retail market through the sales network all over the country to allow more consumers to experience integration the historical heritage and the innovative spirit of the times of the Levi’s ® products, unique charm. As we all know, Levi’s ® 501 ® jeans as a major symbol, but also represents the Levi’s ® brand of brilliant achievements, so today’s opening ceremony for the Levi’s ® brand in China development has a remarkable sense, we believe that with the Levi’s ® Beijing Oriental Plaza, No. 501 shops opening, Levi’s ® will open a new chapter in China, for China’s fashion industry to create even greater glory. ”

Levi’s Greater China president, museum experts and star models Chun Xiao Ren Quan photo

The opening ceremony, attended by well-known artists and well-known model Chun Xiao Ren Quan to the audience, introduced themselves and the Levi’s ® brand’s unbreakable bond, and personally demonstrated the currently most popular denim fashion wear. At the same time, they also brought their own personally involved in the design of the Levi’s ® Jeans DIY works to congratulate the opening of 501 stores, both stylish and full of originality. Subsequently, under the leadership of the host, Levi’s ®, Greater China CEO Rong Jie Xia President, Levi’s ® Corporation museums and archives management division, Ms. Stacia Fink, and guests are pressed together a giant Levi’s ® jeans button to start the Levi’s ® China’s first 501 stores.

ZARA stores in China to double the number of 9 months has exceeded 60

Guide language: INDITEX including ZARA stores, including the number of brands has more than 60, and in 2008 compared to the increase in the number more than doubled.

The world’s “fast fashion” weathervane of ZARA parent INDITEX

The world’s “fast fashion” weathervane of ZARA parent INDITEX announced in September this year, a ~, INDITEX achieved sales of 7.759 billion euros, with growth of 8% compared to last year (excluding currency), INDITEX said the number of stores in China have been more than 60, and to Harbin, Kunming and other second-tier urban sprawl.

In addition to outside sales, INDITEX also announced in the first 9 months of gross profit performance, financial reports show, INDITEX to achieve gross profit of 4.43 billion euros, an increase of 5%, gross margin decreased slightly compared to last year, from the last year’s 57.6% down to 57.1%.

ZARA stores in China has more than 60

INDITEX continues to expand rapidly in China, the number of stores. Wangfujing pedestrian street in Beijing this year after the opening of flagship stores, INDITEX including ZARA stores, including the number of brands has more than 60, and in 2008 compared to the increase in the number more than doubled. According to the 2008 annual report, the Chinese market ZARA stores, including the number of total number of 27, when the number of newly opened stores is 13, while in the first 9 months of at least 33 newly opened.

As of October 31, INDITEX around the world opened 266 new stores, the global number of stores has reached 4530. China’s new open shop in all of the total number of about 12%.

Chinese luxury goods “on the beach,” cracked the plight of Origin

Guide language: “the beach” was acquired by Richemont, the world’s first Chinese luxury brand. Along with the beach to a fashion brand’s transition is successful, customer acceptance will be increasingly high, and the brand to other countries, is currently “on the beach” in the world already has 17 stores, followed by even in the Milan, Tokyo and other cities shop, and plans two years, the number expanded to 30.

“The beach” clothing (women’s channel distribution plan Sina)

“The beach” in 2000 by the Swiss Richemont fancy and acquisitions, it became the world’s No.1 luxury brand in China. In the Tang era, while “on the beach” in the European high society and already quite well known, but its selling point was just old Shanghai style, basically there is no clear market positioning, customer likes, it would not produce anything. However, it has more than Richemont’s Cartier, Dunhill, Piaget, Montblanc and a number of luxury brands, has trained quite a lot accomplished for the luxury of senior management personnel, commonly known as “Trader”, is that they will be a very mature mechanism into the “on the beach,” a step by step to enhance the brand value, and ultimately will “on the beach,” was sent to the pinnacle of luxury.

The acquisition of “the beach”, the Richemont Group, began to study customers and target market positioning in the 25 to 50-year-old in high-income persons, and on the basis of the original ladies joined the men and younger series, while developing a long-term development strategy. On this basis, they entered the many Western designers, for “the beach” to a new packaging and transformation, making their clothes are no longer rigidly adhere to the details inherent in Chinese, but rather to absorb a lot of the latest international fashion elements, from the original Chinese-style into a purely Chinese and Western. Brand creativity, both from the inside edge of Chinese culture, there are different cultures from around the world a fresh element.

Today’s “on the beach,” although the clothes frequent double happiness, fish, and the Eight Immortals, Longevity, Facebook, etc. have a special meaning of patterns, so that every one of goods implies every detail so that all countries are fascinated customers in China details, but its Western-style cutting, material and design, as well as more international popular color matching, “to customers when and where you can be able to wear the Tang suit” has become “the beach” a unique concept. Along with the beach to a fashion brand’s transition is successful, customer acceptance will be increasingly high, and the brand to other countries, is currently “on the beach” in the world already has 17 stores, followed by even in the Milan, Tokyo and other cities shop, and plans two years, the number expanded to 30.