International Luxury And Sports Brands "Hazhong"

The Chinese wind (ChinaChic) began sweeping the upmarket trend last year. International campaigns and luxury brands have integrated Chinese cultural elements and totems into the design.

With the Olympic footsteps approaching, the brand of the Chinese market will be more full of "do in Rome as the Romans do". Even if they are farfetched, they will win the favor of the Chinese.

"Now everyone is optimistic about the Chinese market. The popularity of Chinese style and the development of the market are also rising at the same time," said Prada Miuccia Prada.

Chinese cultural elements favored by Western designers can come from Chinese costumes.

Giorgio Armani's "Kazakhstan" love knot is most incisive: loose black silk trousers, white vest with the mandarin jacket as the prototype, the Chinese meticulous ink and wash painting, side buttons, buttons, collar, Chinese knot, tassel and other Oriental emotional details into the clothing design.

The typical Chinese color - Dahong, rhubarb, purple and flowers are colorful and colorful.

Traditional Chinese folk totem, like dragon, Phoenix, unicorn, panda, bamboo and so on, is also popular.

The luxury jewelry brand Cartier launches the Global Limited "blessing China" series, incorporating dragon, unicorn, panda and so on into the pendant, necklace, jewel table, lighter, clock, jewelry pen and cuff.

The jewel of Olympic doll Fuwa is obviously a failure with the sense of fawning.

Sports brands with huge market in China also join the Kazakhstan War:

Adidas Chinese soccer, which promotes the Beijing opera mask, uses the auspicious cloud as the main element to design Olympic workers and volunteers' uniform.

Nike also directly learned from the Chinese national anthem, and launched the words "sportswear", such as "getting up, moving forward, breaking through".

Nike and Adidas will sell more than US $1 billion in China this year. China is also the second largest market after us.

The sales volume of Chinese sports shoes and sportswear doubled from 2002 to 2006, according to data from market research machine Euromonitor International.

According to industry sources, the annual sales growth of sports apparel in the next five years is expected to reach 20%, and the growth rate of famous brands such as Nike and Adidas is expected to reach 35% to 40%.

However, foreign brands are full of "Ha Zhong", but lack of understanding of Chinese society, Chinese consumers may not buy it.

European designers used to design products with Chinese elements, such as cheongsam collar and embroidery, which were sold poorly in China and regarded as too outdated by local consumers.

The color is not allowed, it also makes people think that it is a restaurant waitress, at a respectful distance.

Nike sells a canvas "global shoes" in China and other developing countries, thinking that it is selling Third World Customs, but it has been left out in the cold.

Consumers buying Nike is a super American sport.

Canvas shoe?!

And being too polite to do as the Romans do will cause trouble.

Adidas recently withdrew a sports bag with the Chinese flag and the company's Clover logo in Hongkong for violating the Chinese flag act and apologized.

Chinese law prohibits the use of the national flag in commercial products and images.

What is commonly seen is that the design of these Chinese styles takes Westerners to look at the Orient's eyes and permeate the exotic atmosphere of materializing the East, superficially and superficially.

Balenciaga last autumn and winter series introduced a cross coat embroidered with Chinese characters.

When netizens looked at this "tape", they laughed and thought that they had seen the garbled code.

The word "Pu" is commonly seen in Japanese literature and is rather remote in China.

A few years ago, when Gucci President threatened that China could not have luxury goods, his European counterparts remarked: "it is not that China can not produce the same quality products as Europe, but because luxury represents a way of life.

If one day the Westerners begin to recognize the Chinese way of life, the meaning of the luxury pattern will begin to change.

With the number of words, it seems that the change has begun.

Gucci launched the "8-8-2008 Limited" product in January this year for the Olympic Games.

The most "Ha Zhong" of the 8 products is wrapped in mahjong with Gucci traditional "La Pelle Guccissima" leather.

Italy designers are enthusiastic and tongue tied: "in China figures, 8 represents wealth and auspiciousness."

Netizens call it jokes.