Fashion events in China: It is not always as easy as we thought

14 Jan

By/ Chloe Dong

Compared with advertising, public relations tries to convey the messages to the target audience in a ”softer” way. From the customers/audience perspective, sometimes they instinctively reject the advertisement because they always sense the intense pressure from the advertisement. They know the company spares no effort to persuade them to spend money on the products/services. Public relations, by contrast, subconsciously affects the customers’ recognition and acceptance of the brand and event place is always the necessity in PR.
Image

Ordinarily, it is not easy for a local brand to implement PR campaigns with too many things involved, let alone a foreign brand that wants to expand its overseas market. In terms of fashion PR, fashion events held in China are a lot different from those in the Western countries. Besides the long and complicated process of activity approval from the government, the filtering of guests to the event is a pain in the ***. A couple of years ago, more than 50 private entrepreneurs were invited to a brand’s launch party in China. They felt humiliated by not receiving the “VIP treatment”, which almost turned the runway show into a disaster. Undoubtedly, these 50 private entrepreneurs are successful businessmen. The point is how many of them know fashion or, at least, were really into fashion. So, think twice before sending out the invitation and ask yourself: who on earth are supposed to be invited to this fashion event?

ImageAnother obstacle is the long and complicated process of getting approval from the government of the event space. Since most historical and important places are owned by the government, too eccentric or extravagant decoration may have difficulties in getting the approval. Believe it or not, there was a big company that had to give up the entire celebration because the event place was not confirmed at the last minute. We all can imagine how terrible it was. Some places in China, you have to pay off 100% fee and 100% deposit in advance. Let’s say, if the activity is eventually cancelled for whatever reason, the company cannot get a penny back. What’s more? The company has to suffer from the huge threat and pressure from the media and the public. It may even backfire and burn the company itself if it is not well handled.

Anyway, a foreign brand that wants to hold a fabulous fashion event in China is just like a man who wants to survive in this new country. Sometimes, you have to drop your knives and forks and pick up chopsticks. It doesn’t matter if you like chopsticks or not; nor does it matter if you are good at using them or not. All that matters is if you are trying to blend yourself in this brand new environment. The harder you try, the more success you will receive.

Image

How could Casio TR Series Camera receive such a big success in the Chinese market?

3 Dec

If your bestie told you she spent ¥8,000 ($1,300) on a 21mm fixed lens camera, I bet most of you would have the same response as I did, “Whaaaat?! Are you insane?”

Catalogue_0102Casio TR series has already released four generations, not including the limited editions. Now, the fifth generation was just released in China. It seems no Chinese has never heard of the name of this camera and its “nickname” given by the Chinese media –  the “masterpiece for taking selfies.” Actually, the R&D of Casio TR series was initially aimed to further expand the U.S. market. Casio was thinking about increasing its brand awareness by launching a new camera, equipped with 360° rotating frame camera optimized for self-portraits. A noteworthy feature of the TR series is they are equipped with Skin Brightening Mode and Make-up Mode, so the users don’t have to be Photoshop savvies. But, it turned out this feature didn’t arouse American customers’ interest. Interestingly, to everyone’s surprise, it received a huge success in the Chinese market.

Continue reading

Nike: I have no choice

8 Aug
nike_logo

For Chinese people, the logo seems to tell them it’s a good choice to choose Nike. However, it seems Nike has no choice to its customers in China

Recently, a survey conducted by Hill & Knowlton shows Nike is the “coolest” brand among 1200 college students in China.

It seems not to be surprised for Chinese customers that Nike’s products are much more expensive than those of domestic sports brands, like Lining or 361 Degrees, after all, imported brands and their products always appear to be “superior” and have the “privilege” to sale in higher prices to some extent. If so, Adidas may feel unhappy to hear that. As another imported brand in China, Adidas sells cheaper but have been received fewer welcome than Nike. What makes the difference?

Continue reading

“Made in China” vs “Shop in China”

6 Apr

By/ Chloe Dong

Slide1

This is linked to the video on WSJ.com

 

Shi Yuhan, the heroine in this short video, is one of the million fashion consumers in China. A pair of customized sneaker, with the cost of $150, is not a big deal for the middle class in China. As she said, what matters the most is the unique design. Let’s do the maths: It is estimated that the middle class in China has topped more than 300 million people. Therefore, the growing demand of shopping will lead to the huge economic profit.

Continue reading

Pyramid in China: Targeting Consumers in Luxury Goods Industry

22 Mar

奢侈品1Undoubtedly, there are a lot of opportunities for luxury brands to target Chinese market; however, one thing that they have to realize is there is still divisions among these upper-class consumers. Their preference about luxury brands may vary but the purposes of their purchase behaviors are similar – They are trying to “label” themselves in a certain “community”: rich-ladies community, celebrity community, investment community, academic community or etc.

Continue reading

Luxury Brands: Things You Have to Know about in China

16 Mar

 

According to the report from Ruder Finn Asia and Albatross Global Solutions, luxury sales in China has already made up more than 25% of worldwide luxury good sales and China now becomes the second largest luxury consumption country.

lux

Chinese customers are familiar with these logos

With the fast development of Chinese economy, it is not surprising that American luxury brands try to open its Chinese market by launching retail stores in China. McKinsey did a survey and found out 60% Chinese customers tend to buy luxury products at home instead of going abroad. Therefore, it is high time that luxury brands should grasp this precious opportunity to expand their Chinese market.

Continue reading

What Customers Care About: Low Price VS High Quality

7 Mar

 

Blake Christina Lively, who stars as Serena van der Woodsen in the television teen drama series Gossip Girl, becomes well-known at home and abroad. She was wearing a yellow dress attending certain premiere. Standing on the red carpet, she looks gorgeous! Fashionaholics, guess how much this dress cost?

post 5

If I tell you this dress only costs $13 from Forever 21, what is your first response?  “No way!” This is what I heard from one of my friends when I told her about it. In fact, this is not a big deal in terms of fast fashion.

One of the biggest advantages of fast fashion is that it drags us in the fashion trend from season to season. On the other hand, delightedly, we are not broke because of a single shirt. Speaking of fast fashion brands, like H&M, Uniqlo or Forever 21(F21), the first feature pops into people’s head is their low prices. Not only in the domestic market, competing on price became F21’s principal tactic for the overseas market, too. Or in other words, F21 is trying to keep “low-price” tradition and bringing it abroad.

Continue reading

%d bloggers like this: