Crossover: Can Chinese Brands Like Lining Go To New York Fashion Week To Get What They Want?

"Chao chao" has become a marketing concept created by a group of Chinese brands. The fashion week in New York is the ultimate means to carry out this concept.

In February 9th, Harbin beer and sports brand PONY performed a show, including 5 Chinese designer Chen Peng's jacket.

The live performances include calligrapher Zhu Jingyi, barefoot ink, dragon dance, lion dance and martial arts.

In February 12th, Lining held a separate autumn and winter show. The theme was "action".

This is Lining's third visit to New York.

"Seeing is buying" has been opened, but now shoes are sold, and clothes are not exactly the same with the show.

In February 13th, the third season of New York fashion week was held on Tmall China day. The theme of Youth Made China was PEACEBIRD MEN (Pacific bird Mens) and Li Chen and Willber Pan's Chao Mei NPC.

The latter also cooperated with Tsingtao Brewery in a joint sweater, which will be synchronized in Tmall flagship store in February 14th, referring to the billboard in Times Square during the Tsingtao Brewery fashion week in New York.

The reason why the brand is willing to go to New York is also well understood.

There has been a lot of hyperbole in various press releases: Lining's first season "China day" appeared in February 2018, attracting more than 800 authoritative figures and more than 300 top international media attention. He gained 1 billion 500 million of the exposure of the international media, and the discussion volume of micro-blog's topic over 20 million. JNBY participated in the second quarter of the same period in China, and the WeChat index increased by 1137.03% over the same period.

The words used also have a sense of age, such as "peaceful evolution" and "landing".

Tmall is the main driver to save this bureau.

After the concept of "chao chao" was accepted, there was something to say in the following year's marketing of Tmall chao chao, including those brands that did not go to New York: glory, Ma Ying Long and Wu Fang Zhai, all of which could be promoted one day in a year.

It sometimes plays an intermediary role, helping companies such as the beverage brand with fashion independent companies to join Chinese fashion designers.

The fashion week in New York has become the starting point of all. As the fashion industry itself is a competitive place, it is better than today's brand to buy national pride.

What seems odd is that Harbin beer is already a company under Budweiser InBev, and many Budweiser executives such as Budweiser global chief marketing officer Pedro Earp came to the Harbin beer show in February 9th, showing the special beer brand of "beer brand" to the spectators, and said, "there is no ink to talk about the" new country tide ".

Harbin's walking show is more like a show of Pepsi and pizza hut that you could see in the fashion week. By contrast, clothing brands are making more serious clothes, but their explanations for "chao chao" are different and some are baffling.

For example, PEACEBIRD MEN found the image of Sesame Street and co worked with the popular artist Trouble Andrew (Gucci Ghost creator) and hey_reilly on Instagram.

The brand that changed from Chinese to English a few years ago said: "what we most expect is that China's fashion design can be found and recognized in the context of global dialogue."