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The Shang Xia Route – Hermes’ New Attempt to Expand the Chinese Market

In 2008, Hermes founded the Chinese high end lifestyle brand Shang Xia, which is the first of its kind for Hermes and its peers, and the first time a global luxury brand has committed to producing a Chinese high end brand catering for the Chinese market.

In 2008, Hermes founded the Chinese high end lifestyle brand Shang Xia, which is the first of its kind for Hermes and its peers, and the first time a global luxury brand has committed to producing a Chinese high end brand catering for the Chinese market. Shang Xia is an example for other global luxury brands, and the challenges that confronted the brand in terms of positioning, communication strategy, and expanding production will inform others about feasibility and innovation, as well as bring inspiration to the Chinese market.

Case advisor: 
Zhu Rui
Case writer: 
Cui Huanping
Keywords: 
luxury, branding, multinational