Hand In Hand, Traffic Stars, These Foreign Brands Explore The Way In The Chinese Market.

In recent years, as the economic structure changes, the clothing industry's business is also not good.

Many brands have opened the way of celebrity endorsement, hoping that the flow brought by the star itself can bring new growth to the brand.

Star's ability to absorb powder not only has a good publicity for brand image, but also can boost sales growth with fans effect.

Choosing cooperation with stars to promote consumption is no doubt a convenient way to brand.

So what is the recent course of cooperation between brands and stars?

Skech signed for better development in Yang Zi

On March 27th, Cage officially announced that actor Yang Zi became the latest spokesman for the D'lites series.

As a foreign brand, Cage wants to occupy a place in the Chinese market, and it needs to constantly integrate with the local culture. The signing of star endorsement is no doubt a faster and easier way.

Look at the many spokesmen Cage signed before, such as EXO, Li Yifeng, Tang Yan, Wu Chun, Huang Zitao and so on. They are all stars with high traffic in China.

And the signing with Yang Zi is followed by Skech's consistent choice of spokesperson's style. From "Ode to joy" to "sweet honey, such as frost", Yang Zi has conquered many fans with strength.

This time, cooperation with Cage will be a win-win situation.

In 2018, Skech's global sales amounted to $4 billion 640 million, creating the best performance in history.

Specifically, in the Chinese market, the total retail sales of Cage market in China in 2018 amounted to 14 billion 100 million yuan, although the target of 15 billion was not achieved, but it grew by 36% over the same period last year.

The total retail sales in the Chinese market account for over 1/3 of the total sales of the world. This shows that the Chinese market is a very important part for Cage, and has continued to exert power in the Chinese market. Skech also attaches great importance to the Chinese market.

JACK&JONES to save consumers' exploration

Unlike the satisfactory answer handed down by Skech in 2018, JACK&JONES has not been very well in recent years.

From the beginning of the hot market to the Chinese market has gradually fade away from everyone's perspective, this fashion brand in the Chinese market in recent years is also constantly trying to break through.

Now open the official website of JACK&JONES, the posters of its Greater China brand spokesperson Dunn and MADS Mikkelsen are very eye-catching.

Last year, JACK&JONES signed the idol iden as spokesman for the Greater China region, and presumably also wanted to further improve its performance through the drive of traffic stars.

JACK&JONES's trading on the domestic online platform has been quite impressive. Last year, the online trading volume of double eleven JACK&JONES exceeded 200 million yuan on the same day at 9 a.m.

Whether the sales of the line can rise can also depend on whether the future development of the brand can be more suitable for the market.

At the beginning of this year, JACK&JONES launched a 1000 square meter brand new "Big Mac" flagship store in Dalian, Liaoning, in an attempt to attract consumers' attention again.

But facing the fashionable taste of young people, it is still unknown whether JACK&JONES can achieve the expected results.

summary

Brand seeking celebrity traffic endorsement is also a strategy on the one hand. If you want to gain better profits in the market, you still need a lot of collaborative efforts.

Whether it is Skech who wants to further develop in the Chinese market or JACK&JONES who wants to restore the consumer's vision, it needs constant market development needs and constant exploration to get the expected return in the Chinese market.

Author: Li Yuanyuan