The Export Strategy of Chinese Porcelain: Taking the French Market as an Example

Jingyi Wang

doi:10.6981/FEM.202508_6(8).0002

Authors

Jingyi Wang

DOI:

https://doi.org/10.6981/FEM.202508_6(8).0002

Keywords:

Porcelain; Brand Building; Cultural Communication; The French Market.

Abstract

This article uses the French market as a case study to analyze the overseas export strategies of Chinese porcelain. Chinese porcelain was introduced to Europe via the Silk Road in the 16th century and has since undergone cultural adaptation and artistic integration in various countries. In particular, in France, porcelain has not only served as a symbol of luxury goods but has also contributed to the cultural phenomenon of "Orientalism." This article investigates how Chinese porcelain can transcend the bias of "Orientalism" and reconstruct its brand identity. It is proposed that strategies such as brand development, cultural storytelling, and collaborative brand creation be implemented to secure recognition for Chinese porcelain in the French market. Additionally, the article underscores enhancing the cultural significance and market acceptance of Chinese porcelain through partnerships with prestigious French brands and art institutions.

Downloads

Download data is not yet available.

References

[1] Dos Guimarães Sá, I. (2017). Mounted Coconuts, Bezoars, Slaves, and Chinese Porcelain: The Material Culture of the Donors of the Misericórdia of Porto (1500-1640). The Sixteenth Century Journal., 48(1): 47–65.

[2] Guo, M., Min, R. (2022). Beyond Representation: Shanshui Motif on Chinese Porcelain and Portuguese Faience. Arts (Basel), 11(5): 103.

[3] Van Gent, J. (2016). Linnaeus’ tea cup: Masculinities, affective networks and Chinese porcelain in 18th-century Sweden. Scandinavian Journal of History, 41(3): 388–409.

[4] Chopard, L. (2020). Chinese Porcelain enters the Louvre: A Collector, his Dealers, and the Parisian Art Market (c. 1870-1912). Journal for Art Market Studies, 4(2).

[5] Chen, T. (2023). Analysis on the overseas market performance of porcelain and its new situation in the context of global COVID-19 epidemic. Sotheby's Institute of Art - New York ProQuest Dissertations & Theses. https://www.proquest.com/dissertations-theses/analysis-on-overseas-market-performance- porcelain/docview/2784393845/se-2

[6] Hoskins, C., Mirus, R. (1988) Reasons for the US Dominance in International Trade in Television Programs. Media Culture & Society, 4: 499-504.

[7] Yang, G., Hardie, A. (2021). Illustrated Brief History of Chinese Porcelain : History - Culture - Aesthetics. (1st ed.). Shanghai Press.

[8] Sartel, O. du. (2010). Chinese porcelain (1st ed.). Parkstone Press International.

[9] Gerritsen, A. (2020). The city of blue and white: Chinese porcelain and the early modern world. Cambridge University Press.

[10] Feng, X., Feng, X. (1990). The Dutch East India Company and Chinese porcelain from the Ming and Qing dynasties. Jiangxi Wenwu, 06(2): 101–104, 117.

[11] Wan, J. (2009). The East India Company and the export of porcelain in the Ming and Qing dynasties. Palace Museum Journal, 07(4): 113–123, 162.

[12] Michel, G. (2017). From brand identity to polysemous brands: Commentary on “Performing identities: Processes of brand and stakeholder identity co-construction.” Journal of Business Research, 70(1): 453–455.

[13] Kühn, S., Boshoff, C. (2023). The role of plot in brand story construction: A neurophysiological perspective. Journal of Strategic Marketing, 31(2): 471–497.

[14] Moeran, B. (2021). Creative and cultural industries in East Asia : an introduction. Routledge, Taylor & Francis Group.

[15] Wright, K. (2019). Follow the feeling : brand building in a noisy world (1st edition). Wiley.