Leading Western brands open their largest stores in Shanghai

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02:51

Leading Western brands are opening their largest flagship stores in China, most of them in Shanghai. This comes as China witnesses a rising purchasing power from the middle class, and a further opening up of its market.

German kitchenware brand Zwilling opened theirs in April, in the city’s most expensive area.

Stylish dining area at Zwilling flagship store in Shanghai. /CGTN Photo

The store sells much more than just knives and forks. It has opened an Italian restaurant and hired Michelin-starred chefs, who don't just cook well, but also talk it up with customers.

Cornelia Poletto, who anchors a popular TV cooking show in Europe, now works in the store. She introduces to customers how the dishes are cooked, and why high-quality kitchenware (of course with a Zwilling brand logo) is essential in making the dish good.

Italian cuisine at Zwilling flagship store in Shanghai. /CGTN Photo

Zwilling's global CEO Dr. Erich Schiffers told CGTN they hope the Chinese can be convinced that the brand represents an upper middle class lifestyle, so they can sell more of their kitchenware.

"Today, China is the most important and the largest market for the Zwilling world, bigger than the USA and bigger than Germany," Schiffers said.

"It is a crucial part of our strategy to create a premium image of our brand. Wherever the Chinese consumers are expecting really premium brands, we have to be present."

A Chinese kitchen used to be a place of choking smoke and greasy stoves, but not any more. Now for many families, it’s more than a place of just doing household chores and putting food on the table, but a place to enjoy leisure time and, probably, cook some meals with delicacy.

Zwilling flagship store has a creative kitchen where customers can try to make Western dishes with Zwilling kitchenware. /CGTN Photo

Zwilling is not alone. Last December, Starbucks unveiled its largest flagship store, right next to Zwilling.

Former executive chairman of Starbucks Howard Schultz was present when the store opened its door to customers.

Starbucks' largest flagship store in the world opened in Shanghai last December. /CGTN Photo

"This is multiple years of planning to create a coffee wonderland, so you can see coffee roasted, coffee packaged, and then have multiple ways to enjoy coffee. I think the Chinese customers are going to be overwhelmed with their excitement," Schultz told CGTN.

He said Starbucks are expecting a further rise in the Chinese purchasing power. "The facility is emblematic of our long term commitment to the growth of Starbucks China and our belief in the Chinese economy and Chinese consumers," he added.

Starbucks Shanghai sells souvenirs. /CGTN Photo

The Chinese consumers are not only buying more goods from the world, but also learning to embrace better lives through global trade.