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Unmasking China: Winning in the East
January 21th, 2015 
 
 80372108 shanghaitang
Shanghai Tang pairs western and Chinese designers together to work on products
 
The secret to Shanghai Tang's successful turnaround was balancing the "knowhow of the West" with the "culture of the East", says Mr le Masne de Chermont.
 
In practice, this meant pairing up Chinese and Western designers to work together on the firm's products, which range from clothing to home furnishings.
 
"The Chinese will bring his culture and his feeling and his sensibility and, the Western designer will bring the style, the fabrics, the best practice of international fashion," he says.
 
Today, the firm continues to run its business in the same way, with half of its designers Chinese and the other half Italian and French.
 
His simple advice to Western leaders looking to emulate Shanghai Tang's success in China is "modesty".
 
"It's true for every business man going to another culture. You have to understand the new culture and you have to adapt to it."