To Attract Chinese Fans, Luxury Brand World Cup.

FIFA World Cup (FIFA World Cup) may not have a Chinese football team yet, but luxury brands are holding this year's chips in the world cup in order to attract a large number of Chinese football fans.

Swiss watch maker Hublot is the official timekeeper of the world cup, hoping that Chinese fans will notice them, especially their soccer inspired new smart watch, Big Bang Referee 2018.

Ricardo Guadalupe, chief executive of Hublot, thinks this watch is especially attractive to the Chinese Millennials.

At present, Hublot and other brands are looking at this huge market.

"China's millennial generation is becoming a strong fan of football," Guadalupe said in an interview with Soccerex, a football industry website.

They watch the world cup, the Premier League and the Champions League, and we are trying to communicate with the younger generation.

"Why not promote smart watches to more mature fans?" the reason is that older generations care more about classics, and they only wear classic watches.

"Guadalupe explains."

I can't change this consumer group, so I prefer to talk with young people between 20 and 25 years old.

"

Hublot is not the only brand to look for young and enthusiastic Chinese fans.

Other luxury brands such as Louis Vuitton, Versace and Kenzo have launched their limited edition spring summer capsule series with sports themes during the 2018 World Cup frenzy.

Louis Vuitton combines football and fashion this year, launching Apollo and Keepall packages. These two bags have a variety of team colors to choose from.

The combination of this kind of football and fashion has spread in the Chinese market, and even some top beauty bloggers are talking about how to make this series on micro-blog.

People have the opportunity to participate in the world cup, even if they are not the so-called typical fans.

Meanwhile, TSUM, a high-end department store in Moscow, has begun attracting Chinese tourists during the world cup.

In June 1st, the company announced on WeChat that it will sell fast to world cup products in the capacity of Adidas brand partners and FIFA official partners.

During the promotion, the shoppers have the opportunity to see the football players, watch the world cup, buy the limited version of the shirt, and buy the limited version of the Adidas x TSUM football.

Even without the world cup related products, luxury brands seem to be popular in online hot debate about the world cup, thanks to many travel related expression packs.

Last month, the Beijing Youth Daily published a chart on micro-blog and WeChat, "let straight men know more about bags and let women know more about the World Cup". The chart shows that China's luxury brands rank first in the world cup.

Similar memes also appear in different rankings, but most of them are Hermes and Argentina, Germany and Brazil.

Brands like Dior, Delvaux and Chanel are comparable to second tier teams such as Portugal, Britain and Columbia.

Although these charts are easy to make people laugh, they seem to bridge an important gap to help female handbag lovers understand this legendary football match, and on the other hand, let men soccer fans understand the complex ranking order of luxury handbag brands.

Obviously, China's female luxury consumers are watching the games.

China's net red Papi sauce is famous for its cooperation with luxury watch manufacturer Jaeger-LeCoultre, which has been proved by her recent video clip.

This kind of viral comedy shows that millennials do like watching the world cup. Since the advent of the Papi jam, there have been more than 39000 reviews and 14 million 600 thousand hits.

Recently, the Chinese government has even done its part to incite fans' enthusiasm for football, hoping that the millennial generation can lay a solid foundation for China to become a "World Soccer power" by 2050.

More and more resources have invested in the local interest in the sport and enhanced national talent (China's national football team is currently ranked seventy-fifth in the world, lagging behind smaller countries such as Macedonia and Salvatore).

But can all of these football propaganda see the same effect as the game itself? And it seems that thousands of Chinese fans are pouring into Russia to watch the match.