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Shanshan international brand into the "middle of the filial piety era"
There are three main ways for foreign luxury brands to enter the Japanese market: establishing their own branch offices, working with local agents, or collaborating with general trading companies. In contrast, China offers only two primary methods: either partnering with a company like Shanshan or setting up a direct branch. China lacks specialized comprehensive trading companies dedicated to brand operations, which is why Shanshan aspires to become something like Japan’s Itochu Corporation.
Shanshan's goal is to serve as the most effective channel for international brands entering the Chinese market. On the evening of October 21 in Ningbo, Zhejiang, at the Yuyao River resort, an elegant event took place. The venue was filled with graceful music and soft lights, featuring a French fashion feast — the Paris Fashion Week event of Smalto, a prestigious men’s brand from France. Attendees included Philippe De Vilmorin, the global president of Smalto, and Fubonichi, the president of Ningbo Shanshan Co., Ltd., who had recently joined Smalto as its first foreign executive.
Just a few months after officially joining Shanshan, Fubonichi brought new energy and insights to the company. This marked the eighth year of Shanshan’s internationalization. On October 30, the Smalto flagship store opened in the heart of Ningbo’s Tianyi Square CBD, marking the brand’s sixth store since it entered the Chinese market in 2008. Founded by Francesco Smalto in 1962, the brand has over 200 garment patents and is known for its advanced handmade tailoring, having dressed figures like former U.S. President Kennedy.
“Currently, we’re focusing on our first-line garments, but we plan to expand into second-tier products in the future,†said Philippe De Vilmorin, the global president of Smalto. The brand first connected with Shanshan in 2007, opening its first store in Tianjin in September 2008. Over the next three years, Smalto aims to open 15–20 stores across China.
Smalto is the tenth international brand introduced by Shanshan, marking the company’s eight-year journey in international brand management. Since September 2001, Shanshan has been pursuing a “multi-brand, international†strategy. It established Ningbo Jie Ai Xi Garment Co., Ltd. to manage the Italian brand Marco Azzali in China. This joint venture, between Shanshan, Italy’s Farah Group, and Japan’s ITOCHU, gave Shanshan a 65% stake. From there, Shanshan continued to expand, forming partnerships with brands such as Le Coq Sportif, Renoma, and Lubiam, always maintaining a controlling interest.
“We operate as joint ventures, not just agents,†said Shanshan Holdings Chairman Zheng Yonggang. By holding a majority stake, Shanshan secures long-term brand authorization periods, gains returns through shares, and develops its own design teams and localized products. Once the brand’s network is under Shanshan’s control, the investment becomes more profitable, ensuring continued cooperation.
Currently, Shanshan operates 10 international brands, with eight already generating profits. The model of operating international brands through joint ventures is not just theoretical — it mirrors the success of ITOCHU, one of Shanshan’s key partners. ITOCHU, a leading Japanese integrated trading company, has operated international brands through controlled joint ventures for decades. With over 180 brand agencies, it is one of the world’s largest trading companies and a top 500 enterprise.
Shanshan and ITOCHU have been collaborating since 1984, primarily in textiles and apparel. Recently, they signed a strategic cooperation agreement, with ITOCHU investing 10 billion yen (about 758 million yuan) for a 28% stake in Shanshan. Soon after, Fubonichi was appointed as Managing Director, and other ITOCHU executives were brought in to support various departments, signaling a deeper integration of operations and strategies.
Fubonichi, who has worked with ITOCHU for over 30 years, brings deep experience in international fashion brand operations. Despite being in his role for only seven months, he has already made a strong impression. He noted that while cultural differences exist, the collaboration has been smooth. He also pointed out that the Chinese market is growing rapidly, with consumers in second-tier cities showing increasing purchasing power. While competition is fierce in major cities, the potential in smaller cities remains significant.
“International brands should not rush into the Chinese market,†Fubonichi said. “Some have failed, but success depends on thorough research and adapting to local preferences.†His insights reflect Shanshan’s long-term vision: to be more than a distributor — to be a true partner in the global fashion ecosystem.