Can China'S Local Brands Rely On Celebrity Endorsements To Open New Markets?

MO&Co. of Beijing green tank, DAZZLE of Shanghai West Coast Art Center, just the closing of Taiping bird Lok Ting...

This is the show.

The cost of output form is not small. The advantage is that the scenery is unlimited under flash.

The audience expanded from the original buyer and fashion editor to the hundreds of millions of people in the world.

A luxurious brand is ingeniously used as a new opening.

A stepping stone, or a powerful loudspeaker.

"Paris style show layout can more clearly and completely tell the story behind the series."

President of Chanel global boutique received an interview before the May Beijing show.

Before it came, almost all fashion houses such as Dior, Herm, s, Louis Vuitton, Giorgio Armani came to China.

In contrast, China's local brands, which built their reputation in the market, rely more on extensive shops and invite celebrity endorsements.

Suddenly, the show became a key item in the annual plan of a considerable number of local brands.

"About two years ago, I proposed to the company to attack China.

Brand, because their development space is relatively large.

Famous show guide Christine Low reviewed the popular show in recent years. The local fashion show that she was responsible for included the MO&Co. and Lv Yan's COMME MOI. "In my mind, Zhuo ya, white collar, northeast tiger and other brands began to show up many years ago."

Since May of this year, Taiping bird has been holding a press conference for its brands, PEACEBIRD, Mini Peace and Lok Chai, to the October. The MO&Co. from Guangzhou has chosen all brands, including the main line, the high-end line MO&Co.Edition 10, the newly launched children's wear Little MO&Co. and the beauty brand Rec, to go to the show together.

DAZZLE also assembled its brand -- DAZZLE, DIAMOND DAZZLE, D "zzit" and Na Ying's star NA brand BY DAZZLE, who held a press conference in Shanghai.

DAZZLE model

M.A.C is responsible for DAZZLE backstage makeup.

With a little attention, we can see that local brands are increasingly approaching the international brand for fashion show line-up.

MO&Co. Beijing's green canister show also invited Clara Deshayes, a cool DJ in the Vetements autumn and Winter Conference. The make-up brand of DAZZLE, who is responsible for model makeup, is the international fashion week frequent guest M.A.C; the Shanghai famous styling studio Andy Creation is busy modeling the hairstyle; the international supermodel Liu Wen is chatting with the guests who are wearing the new DAZZLE, and just two days later, she wears the Chanel white white skin watch on the Chanel brand party in the same city.

Separated from DAZZLE for 5 days, the girl of the Taiping bird brand Lok Cho used the Shanghai Expo creative exhibition hall to release the 2017 early spring series.

The scene has been pformed into an interesting amusement park. The entrance is a small food stall and amusement machines.

Andy Creation is also responsible for the makeup of the back stage models.

Lok Ting show entrance

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After years of accumulation, even though the business is no longer as easy as the earlier years, many local brands themselves are still "not bad money" and are willing to invest in the show.

The preparation for a show is also very costly. Taking Taiping bird as an example, a show usually takes half a year from planning to making a list of guests. Even if it is compact, it will take four or five months.

Cai Ruqing, MO&Co.'s early investor and chairman of Guerlain beauty, said: "exporting brand spirit needs money and energy. I don't think it's called spending."

Up to now, MO&Co. has nearly 600 stores in China, aiming to reach 1000 by 2020.

Even for local brands, walking shows are not new at all. Almost all of the traditional brands will look for models to wear new season fashions to the ordering companies who come to showroom when ordering, but the venues are usually more primitive and do not pursue the heavy and gorgeous visual effects.

But at the moment, native brands like Taiping bird are more willing to take this opportunity to face ordinary consumers, especially young customers.

"Young consumers are growing up. He may not be able to put in a particularly large amount of clothing at the moment, but his aesthetics, his links with the world, his vision is very important, so I will increase the proportion of young consumers this year."

Zou Qian, director of Taiping bird's corporate image planning department, said this is also related to the company's desire to get rid of the aging shell.

Zou Qian called the stage of Taiping bird's clothing "inverse growth". While the brand tried to strip off its obsolete image, the other side was forced to give up its old customers reluctantly.

But it is easy to call the slogan "younger". Achieving this goal means changing the design, promotion, location of stores, sales methods and so on.

Lok Ting, who recently concluded the show, opened a new Logo and store design earlier this year.

In the show, the ocean ball and the double track roller coaster on the T platform are all aimed at strengthening the brand new image.

Lok Ting show

As for MO&Co., its history is relatively young. It was founded in 2004.

Two months ago, the Beijing show became the landmark of fashion people.

"Now we want to be closer to the consumer rather than the high cold," said Jenny Kim, the company's founder and EPO group chief executive, before the show.

Zhou Xiangyu, a Chinese original designer with the same name brand Xander Zhou and Jenny Kim, are friends for many years. In June, when he finished his fashion conference in London men's week, he began to select models and match shapes for MO&Co..

Zhou Xiangyu believes that MO&Co. can cut the buying needs of young people. The current situation of China's fashion industry is that the low-end products are overcrowded, and the high-end market keeps a high profile. But the common problem facing young people is the shortage of silver.

According to his analysis, the general selling price of MO&Co.1000 yuan -2000 yuan is aimed at the huge middle end market.

However, due to the differences in sales channels and stages, compared with the overseas fashion week, the proportion of guests in local brand shows is slightly different.

In the Taiping bird clothing show, the media and the channel business account for 20%, the main audience is all kinds of suppliers and employees.

"At the beginning, I was puzzled why I didn't let the seats go to more consumers or franchisees."

Zou Qian later discovered that if the clothing information was only reached through the product catalog, the shop assistants would probably stay at the paper or training level, which might not be able to convey the essence of the season to customers.

The practice of inviting Clara Deshayes looks fresh, but in fact, it is not difficult to invite foreign celebrities to China to participate in the press conference, advertising and even the platform.

Shenzhen women's clothing brand Ke Eli Till (Koradior) has signed the international top supermodel Miranda Kerr to shoot the advertising blockbuster. For a while, as long as you land at Shenzhen airport, you can see one piece and another one in the airport channel.

"The cost of Hollywood stars is not as high as that of Chinese brands."

Jonathan Schenker said.

He was one of the founders of the Bookmark Entertainment entertainment company in the United States. He entered the office in Shanghai this spring. "The market opportunities here are immeasurable."

Before that, he brought celebrities such as Olivia Palermo and Orlando Bloom to China to take part in activities.

Their global perspective also includes the help of European and American celebrities to enhance their international visibility and pave the way for future overseas travel.

But a point worth being questioned is that most of these celebrities come to this tour only, and they will not wear these brands in daily life.

On young customers' favorite Street photos or Instagram, they are less likely to choose Chinese brands.

If only for a short time to invite them to come to China, the ordinary buyer has not been much persuasive.

The "learning" of local fashion brands is continuing. The next step is to make brand videos just like today's big names.

To commemorate the 20th anniversary establishment of the company, Taiping bird asked Fan Lixin, the director of Louis Vuitton, to make a documentary film.