China Sales Rising, As Brand Pushes Global Campaigns
Though China has no shortage of Pinterest clones, from Mogujie to Meilishuo and Fa Xian, the Richemont-owned, Hong Kong-based brand Shanghai Tang decided to go with the original to preview its S/S 2013 collection. Along with men’s and women’s lookbook boards, the brand’s official Pinterest page includes the full campaign spread, lensed by photographer Richard Bernardin and depicting a Shanghai Tang-outfitted couple on a weekend retreat outside of Paris. In addition, the board includes a behind-the-scenes video featuring models Hu Bing and Li Na Zhang on the set of the photo shoot.
The obviously Western-consumer-facing Pinterest campaign is interesting for Shanghai Tang, considering the brand has increased its focus on expansion and marketing in the mainland China and Hong Kong markets over the past two years. Though the brand removed Chinese-language functionality from its website in 2012, sales in the country have risen steadily and now account for one-fifth of Shanghai Tang’s revenue, up from only three percent in 2009.
Since 2011, Shanghai Tang has gotten a major boost in the China market via charitable partnerships with Save China’s Tigers, Laureus Sport for Good Foundation and Pink Revolution, savvy brand partnerships with Shourouk, Moleskine, Nespresso, and Colossi Cycling, as well as artistic collaborations with contemporary artist Huang Rui.