Shanghai Shopping

consumer of luxury items in the world, and boasts more millionaires than Japan; car purchases alone skyrocketed by 50 per cent in 2006.

Since the early Nineties, foreign companies have made inroads into this population of 1.7 billion.

But success in any frontier market depends on more than just setting up a shiny, new Shanghai shopping flagship stores are around Nanjing Road as pictured below: a significant amount of marketing and "educating" of the local Shanghai shopping customer is required. That is how Graeme Fidler, one-half of Aquascutum's design team, and Pierce Brosnan, the current "face" of the British brand's advertising campaign, found themselves one evening earlier this month in the grand surroundings of the Children's Palace in central Shanghai's Nanjing Road  for shopping.

"Dressing the Powerful" is the suitably bombastic Shanghai shopping title to the evening; a giant model of Tower Bridge has been erected in the main hall. Painted in the brand's signature navy blue and emblazoned with its italic logo, it arches over a catwalk where the brand's spring/summer collection, originally shown in September during London Fashion Week, is shown to a throng of Chinese celebrities, the newly rich and the Press. Champagne flows. Liggers mingle with local reporters. Using Asian models but the identical clothes to the original London show, it is a symbol of just how seriously this ambitious brand is taking the opportunities that China offers.

"It heightened the brand from something local into something more global," explains Aquascutum's dynamic CEO Kim Winser, a few days after the event.

Elaborate marketing events for Shanghai shopping have become a regular part of the Shanghai shopping social calendar. "I'd say there are up to four events a week like this," says Shanghai-based journalist Lisa Movius, "but, at the moment, the Chinese love branding but don't really 'get' fashion."

Hong Kong-based Peter Chan, who, with his sister Shirley, operates Aquascutum's business in the region, believes that will change at the same speed as the Shanghai shopping skyline, which in recent years has grown crowded with skyscrapers. Chinese versions of Harper's Bazaar and Vogue are popular - although the infamous "fake" handbag markets continue to do a brisk trade, too. "Everyone is trying to be trendy now," says Chan, jubilant at a post-show drinks party. "China is the last big country that wants to spend its money on clothes. They've only had [access to designer brands] in the last 10 years. In developed countries, we're spending our money on houses and holidays. In China, they wore [the state regulation] grey and blue for a long time. But that changed 15 years ago and now they want to look good."

Winser says her competitors in China are the same as they are in the West:

Prada, Burberry, Armani. And while she agrees that good marketing is now key for Shanghai shopping in this brand-hungry environment, she also emphasizes the importance of the Aquascutum product. Its unique selling point is not obvious logos, but technical fabrics that often need to be touched to be appreciated. Established in 1851 by the Savile Row tailor John Emary, Aquascutum's heritage is rooted in rainproof clothing - in particular its trench coats - to which it lays claim of invention. It outfitted Sir Edmund Hillary and Sherpa Tenzing for their Everest ascent, and it also provided Margaret Thatcher with her battle-dress - tailored suits. It holds royal warrants and has dressed Cary Grant, Peter Sellers and Greta Garbo. Keen to expand beyond its rather staid image, in 2004 it launched "Aquascutum Collection", a directional catwalk line intended to catapult the brand into the upper echelons of fashion. Led by design duo Fidler and Michael Herz, the venture has been well received.

How effectively the brand can "re-educate" Shanghai shopping Chinese consumers
about the new, more edgy Aquascutum identity is hard to quantify. But the company's other intention was to create a general buzz by bringing a real, live James Bond into town. On this count, at least, Winser and co can be assured of their success. Although the Chinese public had limited access to Western movies in the period when Bros- nan was 007 (1995 to 2002), the scrum that greets his arrival at the Shanghai fashion show confirms that his fame overcame censorship.

Brosnan, who, rather endearingly, seems as bewildered by Shanghai as he does by questions about his fashion sense ("Oh dear, I should come up with something clever to say, shouldn't I? I don't know...casual elegance?") takes the adulation in his stride. "I suppose they know me as James Bond," he muses in baritone, adjusting his spotted silk Aquascutum scarf, "but I never came here for a premier. In fact, the first-ever Bond premier happened here last month, with Daniel [Craig]."

The next day, a large picture of Pierce sitting front row at the Aquascutum show graces the front page of Shanghai Daily, and the global Aquascutum team disperses again: the Chans back to Hong Kong, Fidler back to the Piccadilly Studio, Pierce to his home in Hawaii and rehearsals for the movie version of Mamma Mia.

"It was very good," for Shanghai shopping says Fidler of the event a week later at the London studio. "We need to take the brand to the next level [in China]. And we really saw the response and everybody's excitement - was this really Aquascutum?"

Both designers and CEO believe that the Chinese will soon become fashion connoisseurs. "It's not enough for us to just be 'British' in our designs," says Herz. "I wouldn't pa-tronise the Asian customer by thinking that, on its own, is enough." Despite the lack of obvious logos - the easiest way to penetrate new markets - Aquascutum are confident that their understated aesthetic will succeed.

"We are really about fabrics. That's our handwriting. And the consumer for Shanghai shopping will becomes more educated in the brand and in fashion. It is evolving at quite a speed." And Winser, CEO since April, should know. She recalls her first visit to China. "It was a dozen years ago, when I was at Marks and Spencer," she says. "We went to visit suppliers. We drove in a car from Hong Kong. It was a three-hour journey and were told beforehand to stock up on Mars Bars - because it really wasn't possible to stop and eat anywhere on the road."

Today, surveying the megalopolis from the cafe in the 87th floor of the Jin Mao Tower - where a cappuccino is yours for [pound]4 - the growth is almost visible to the naked eye. Whether bought and worn by "educated" consumers or not, it's no wonder that Western brands have found a home from home here.

Author Susie RushtonCopyright 2007 Independent Newspapers UK Limited
Provided by ProQuest Information and Learning Company. All rights Reserved.
 

Shanghai Shopping - Xiang Yang Market

Going shopping at Shanghai China's Xiang Yang market is one of the favorite tourist shopping activity in Shanghai. Shopping at  Xiang Yang market offers both tourists and locals the opportunity to shop for many types of famous brand knock-off products at bargain prices. It helps to understand the customs and practices of shopping at Shanghai Xiang Yang and most of the rest of China before embarking on this adventure.

Shanghai's Xiang Yang market is located in the central shopping district of Shanghai making it easy to find. It is on HuaHai Central Road, one of two main shopping streets in Shanghai, near the intersection with ShanXi South Road. The Xiang Yang market can be easily reached by taxi, or from the Shanghai subway line 1, getting off at the Shan Xi Nan Lu stop. Walk west on HuaHai Road about 1/2 block and follow the crowd into the market.

Upon entering this Shanghai shopping market, visitors will be approached by hawkers offering watches, DVDs, purses, etc. Pass them by and continue into the main part of the Xiang Yang market where there are hundreds of small booths offering products of all varieties. Included are shirts, ties, watches, sunglasses, golf clubs, jackets, coats, backpacks, ladies handbags and a wide assortment of other items.

If asked, the clothing vendors will usually tell you that the products are genuine and overruns from the China factories. In most instances this is not true and the products are copies of the real thing. If you don't care and realize what you are buying, there are good bargains to be found.

Price haggling at Shanghai shopping is the norm and is expected in Xiang Yang market as in most places in China. Initial price offerings to foreigners will be 3-4 times the local price, but many still consider it a good deal and pay anyway. The best advice is to offer no more than 15-20 per cent of the first offered price and gradually negotiate up to no more than 30-35 percent, depending on how badly you want it. At that point, start to walk away and your offer will likely be accepted.

In Chinese price bargaining, if you offer a price and it is acccepted, it is considered extremely poor form to then change your mind and either decline the purchase, or start bargaining again. A deal is a deal.

The Shanghai Xiang Yang market is very crowded and the only danger is that of occasional pickpockets. Secure your valuables as you would in any other crowded urban surrounding.

Xiang Yang market shopping is one of the "must dos" for visitors to Shanghai and is a good way to spend a half day before returning home.

For more information regarding China culture and etiquette, please visit www.doingbusinesschina.com.
This article is written by Walter Johnson, an Associate of PATWORKS, LLC., China consultants for sourcing, manufacturing, project management and China business practices. For further information about PATWORKS service, please visit http://www.patw-china-consultant.com/
 

Shopping in Shanghai is a pleasant adventure. Some famous shopping areas are Nanjing Road - Huangpu District and Jingan District. Huaihai Road is somehow Shanghai's answer to New York's 5th Avenue and similar streets lined with consumer temples. Shopping in the old Chenghuangmiao market, Yuyuan Commerce City and many others places maybe make you happy. Shopping area Chenghuangmiao market (picture of gold statue above and street scene 3. picture below) is still in the traditional style, myriads of mini shops mainly offering local items for shopping.