From Sports Shoes Blog To Market Value Of HK $1 Billion 360 Million HYPEBEAST

In the past two years, fashion brands have been warming up in the domestic market. "Hip-hop" in China has further promoted a wave of cultural upsurge. The whole market is expanding from a group of young people to families, and the business of fashion media is also expanding.

In addition to mogujie.com's MOGU STUDIO, little red book's little red book home, online trend platform YOHO! BUY has also opened YOHO in the past two years! STORE and original designer collection shop YOHO under the first line. BLU, from the online trend platform to the new trend of the field to explore and explore different experiences.

With YOHO! Similarly, HYPEBEAST, a trend media from Hongkong, is now a group with a market value of about HK $1 billion 360 million. From the perspective of TA's business expansion, it shows the ambition to expand to the mainland market.

A comprehensive trend group of HK $1 billion 360 million

Founded in 2005, HYPEBEAST's trend media started at the beginning of a private shoe blog and developed to date, in addition to Hypebeast for male fashion readers.

It also covers Popbee for female fashion readers, Hypekids for children, HBX for Chao brand, and HYPEBEAST Magazine for paper magazines (the 24 issue has been released).

Hypetrak, fashion dating software Hypebae, HYPEBEAST Radio, and the creative team Hypemaker, which just started in February, were set up in 2017 for the pop music lovers. In 2017, they opened a physical store in Hongkong and gradually developed into a comprehensive trend group.

As a popular media brand of fashion lovers, the goal of HYPEBEAST founder Kevin Ma Ma Bairong has always been young fashion consumers.

HYPEBEAST is involved in fashion, street culture, high-end fashion, art, design, music, technology, entertainment, tourism, lifestyle and so on. It provides people with a variety of trend information and has strong influence in the industry.

Since its listing in 2015, the group has been doing well and has won the favor of the market on the east wind of the rising trend culture in the mainland.

As an online platform to provide tidal information, HYPEBEAST's revenue mainly comes from advertising services, magazine distribution and sales of third party brand clothing, shoes and accessories two parts.

According to HYPEBEAST's new performance report, the group's revenue rose by 67.5% to HK $487 million in the first three quarters of December 31, 2018, while net profit increased by 18.6% to HK $49 million 937 thousand, that is, net profit of nearly 50 million in September.

The most contributing markets are the United States, Hongkong, China and the mainland of China. After the release of the earnings report, HYPEBEAST currently has a market value of HK $1 billion 360 million.

Targeting the tide market in mainland China, HBX targeting young people aged 18-35

HBX is an e-commerce shopping platform launched by HYPEBEAST in 2012. It has more than 380 selected brands and 5700 SKU, providing global fashion brands such as street brands, new designer brands and high fashion brands.

It covers clothing, accessories, bags, shoes, prints, science and technology, etc.

According to the data, in 2017, the scale of the global tide brand clothing market has reached about 200000000000 US dollars, and maintained a two digit growth rate year by year, while the mainland tide brand market occupied 35 billion.

HBX for 18-35 year old young consumers, they have a certain degree of spending power, but also a high brand loyalty generation. After all, for young people, the trend is always a potential business. In particular, the Chinese hip-hop craze in recent two years has pushed the tide market of the mainland to a new opportunity.

Unlike traditional e-commerce sites, HYPEBEAST put more energy into creative planning.

In addition to content marketing and selling third party brand products, it will also participate in product conceptual design, not only offering HBX limited products, but also engaging in cross-border cooperation with brands such as Nike and Adidas.

For example, in 2015, the limited edition joint name "HYPEBEAST x adidas Ultra Boost Uncaged" was launched with Adidas, and the original $180 product on HBX was sold to $1899 on eBay.

The first offline retail store is located in Hongkong. It will visit New York in the future.

It is no longer an ordinary thing to go to the bottom line. Although the online business is very impressive, HYPEBEAST wants to find new growth points on the basis of its original customers and audience resources.

In 2017, the offline market was launched. From the online to offline, the first offline retail store was opened in Hongkong real estate Plaza to attract the attention of young consumers by offering limited products and exhibitions. Its second line stores will open in New York, USA in 2020.

As the first line shop in HYPEBEAST, although it was a limited store from August 2017 to December, it launched different theme projects and launched more collaborative projects around street art, culture and fashion.

The first bomb is a Places+Faces entity shop planned by HBX. Although the Places+Faces x HBX store is only POP UP STORE (Limited store), it only works for one month, but this is the first contact line under the fashion buyer platform HBX, allowing consumers to contact different brands face to face.

A series of products are being launched in the store, not only for the sale of Chao brand Places+Faces x HBX new limited joint series, but also for the mixed HBX "golden ratio" pattern T-shirt, long sleeved T-shirt and hooded sweater and so on.

The second bullet is legendary artist Solayama Ki's theme, and the shop is built into a "Retro-Futuristic" style lounge.

On the spot, the artwork and artworks sold by the artist and NANZUKA, together with the sale of the related themes, souvenirs and other peripheral products, are all designed around the "Sexy Robot" of the "empty mountain" sign.

In addition to offline stores, HYPEBEAST held a two day offline event in New York last October, which is called the first annual celebration HYPEFEST.

The founder of Kevin Ma joined hands with Teng Yuan Hao, the pioneer of the trend culture pioneer and Colette creative director Sarah, to bring a multi-cultural offline experiential POP-UP space for art fans, creativity, fashion, music and sports shoes.

Nearly 10 thousand people took part in it. Tickets sold out in three minutes. The exposure on social media platforms such as Instagram, Facebook and Twitter reached 98 million 500 thousand times, which caused great repercussions and brought more opportunities for brand business growth.

This is also what Hypemaker advocates "providing creative solutions to global brands".

Sum up

China is such a huge trend of emerging markets that HYPEBEAST has entered the mainland market, which has more advantages than other overseas competitors both in the geographical position or in the consumer culture level. It is using the media to connect TA's entire commercial complex.

The trend itself is a multicultural body, which contains many elements such as fashion, music and vision. It reflects the mainstream lifestyle of young people nowadays.

If you want to get a share in the market, you may need to continue to look for new growth points like HYPEBEAST, and at the same time face YOHO! This strong competitor.