The Social Edition is our weekly series which deep dives into high-end efforts in China’s social networks landscape. Each week, we highlight brand name projects dispersed on Chinese digital platforms– WeChat, Weibo, Tmall, Douyin, and beyond.
Our protection highlights worldwide high-end brand names, international charm brand names, and regional Chinese brand names. The latter provides insight into a few of China’s most effective projects, which typically originate from regional gamers, and are beyond the appeal and style area.
In this week’s roundup, we take a look at 3 projects, consisting of Prada’s pop-up at a regional market in Shanghai, Valentino’s cooperation with Sleep No More, and regional style powerhouse ERDOS’ runway at a desert.
Prada Wows with Resident Market Takeover in Shanghai
BRAND NAME Prada.
MEDIUM Offline Pop-up, Images.
Prada introduced a series of speculative efforts in numerous Italian cities and others worldwide to promote its Fall/Winter 2021 project called Feels Like Prada. Rong Zhai, the brand name’s social and cultural center in Shanghai, and a vegetables and fruit market situated in the Wulumuqi Roadway area of the city were changed by Prada with its renowned codes and prints from the brand-new collection. At the marketplace, the most easy and important foods have actually been covered with unique Prada product packaging. Both areas will be open from September 27 to October10
On Xiaohongshu, over 250 users published about the Prada market in the 12 hours given that it opened to the general public. Visitors were extremely impressed by this innovative effort that utilizes the identity of this daily area, and regional fashionistas holding veggies or flowers with Prada product packaging have actually ended up being “Instagrammable” minutes on social platforms.
Prada has actually been leveraging regional cultures to intensify its connections with consumers of different backgrounds for a while now. In China, vegetables and fruit markets are locations where lots of older individuals store. Prada’s unforeseen takeover amazed regional young audiences and drew numerous of them to visit this market and feel the brand name vibrantly and mentally.
Valentino Characteristic New Collection in Shanghai Theatre Production.
BRAND NAME Valentino.
MEDIUM Offline efficiency, Image.
On September 28, Valentino provided Reborn In Dreams: an unique program including its Fall/Winter 2021 Act Collection and commemorating the acclaimed theatrical experience Sleep No More’s 5th anniversary. Together, the Italian home and Sleep No More Shanghai transformed the performers’s initial variation with a setup integrating style, arts, and theater at the strange McKinnon Hotel play house in Shanghai, where the audience, including style KOLs and experts, was welcomed to engage with the program.
Though the devoted program was closed to the public, it produced instant social buzz thanks to KOL posts on Weibo and Xiaohongshu. The project hashtag #ValentinoActCollection has actually reached over 150 million audiences since publication, as netizens revealed a strong interest in this unforeseen crossover in between style and theater.
Sleep No More Shanghai has actually been a favorite of young cultural customers in China over current years. And for Valentino, finding a cultural item appropriate to regional consumers assists the brand name help with a higher psychological connection. Furthermore, with the dancers dressing up in the most recent Act Collection, the brand name much better contextualized its image for Chinese audiences.
ERDOS Provides Its Fall/Winter 2021 Runway Program in a Desert
BRAND NAME ERDOS.
PLATFORMS Weibo, WeChat, Tmall.
MEDIUM Image, Livestream.
INCLUDED SKILLS Liu Wen (26 M Weibo Followers)|Hua Chenyu (39 M)|Yuan Quan (3.7 M)|Ma Long (8M)|Xiaoxue (5M)|Shaway Ye (4M).
On September 29, the homegrown style corporation ERDOS provided its Fall/Winter 2021 Collection at the Kubuqi Desert in Inner Mongolia, where the business stemmed and where its cashmere is still sourced from. With the style of “Noise For Event,” the program was committed to the business’s 40 th anniversary, and ended with brand name ambassador Liu Wen strolling down the runway dressed up totally in red.
By highlighting Chinese cultural signs– consisting of the color red and regional landscapes like the Kubuqi Desert– the program resonated significantly with regional audiences. Numerous commented that they were moved by the occasion, which stimulated much deeper psychological connections with the brand name. The project hashtag #SoundForCelebration got 76.55 million views within one day.
By staging the program in such a significant– yet regional– location, ERDOS’ commitment to its roots and culture shined through the discussion, which significantly impressed both welcomed visitors and the huge audience who tuned in through livestream. From a “mom’s brand name” to a leading gamer with 5 sub-lines, ERDOS has actually been on the best track to revitalize its brand name image and win over today’s young buyers.