(Last year, Kamakura Shirts set up a pop-up store in Shanghai.)
One of the latest cases is the Kamakura Shirts Shanghai pop-up store. Kamakura Shirts is a niche brand that offers high quality, yet affordable dress shirts made in Japan. In the past it only ran stores in Japan and the United States, with no e-commerce business. After being discovered by Chinese tourists, it became an Internet hit on Chinese social media networks. To appeal to a larger number of enthusiastic consumers in China, the brand decided to give it a try in the Chinese market. Not only did it set up a pop-up store in Shanghai, but it also opened a flagship store online to make a successful China debut.
(White Rabbit cream-flavored lip balm)
More importantly, Shanghai’s consumption power and market sensitivity to fashion have incubated many new homegrown products. White Rabbit Lip Balm is a typical example. Rated as a “2018 Promising Star Brand” by experts and Internet users, the crossover product is the fruit of joint efforts between Shanghai’s iconic milk candy brand White Rabbit and time-honored brand Maxam. Its birth is almost certainly a result of Shanghai’s consumption environment and corporate innovation.