Aiming At "Z Generation" International Brand, China's 90 Star

In recent years, international brands frequently choose the young stars of China as the brand spokesmen. In the first half of the year, Cai Xukun became the brand spokesperson of Prada, Andrea saw Yang Chaoyue, and FENDI joined hands with Xu Wei. It can be found that they are very young stars or idols, which is in line with the characteristics of the current consumer groups - young and personality.

Prada and Cai Xukun

In June, Prada, a traditional luxury brand in Italy, announced the new brand of the 90's idol Cai Xukun. High end international luxury brands are often cautious in choosing spokesmen. Supermodels and internationally renowned actors are their first choice. Prada has always been less cooperative with celebrities, but this time it focuses on China's traffic star Cai Xukun. Its purpose is to look at Cai Xukun's powerful flow and a large number of fans behind it, so as to further expand its influence and popularity in China.

It is understood that Cai Xukun currently has 25 million 800 thousand fans on micro-blog, and micro-blog's recent statistics of the 90 star fans list, there is Cai Xukun. Its Instagram also has about 700 thousand of its fans. The 2019 autumn and winter men's wear series CodeHuman has been praised by fans.

From a near point of view, Prada chose Cai Xukun as a brand for the Shanghai men's fashion show in the early June. In the long run, Prada's choice conveyed the brand's desire to "explore the icons of popular culture under the surface, the trend of catching up, the support of fans across the circle and the support of love" and so on, which is close to the large number of "Z generation" groups.

Andemar and Yang Chaoyue

Also in June, the American sports brand Andrea announced that Yang Chao, who appeared in the 2018 draft, joined the spokesmen's camp. Compared with other spokesmen of Andrew's banner, Yang Chaoyue can be found to be totally different. At present, the famous spokesmen of Andrea are basketball players, Curie, rugby player Brady, golf superstar Jordan Spieth and Johnson Johnson of Hollywood actor Johnson. Yang is not an athlete or a muscle type actor. It is different from Andemar's tonality.

Earlier, Andemar also signed a female star who had sports genes in China. Why did he cooperate with Yang Yue? The first thing to be sure is that Yang Chaoyue, as a traffic star, can bring more attention and topics to Andrea. Secondly, Andemar's performance and tonal choice were biased towards performance. In the first half of the year, compared with the sports brand Adidas and Nike, Andemar's performance was not up to expectations, and the loss was $17 million 300 thousand.

At present, women have more participation and consumption in sports. People who admire sports and healthy life and women who love sports are increasing. In recent foreign media reports, Andemar has expressed the hope of winning more female consumers' needs. Perhaps the cooperation between Yang Chaoyue and Andemar can become a breakthrough. After all, Nike, one of the competitors of Andemar, is constantly exploring the market of female consumption.

FENDI and Xu Weizhou

In June 17th, Italy luxury brand FENDI announced the first Chinese spokesperson, Xu Weizhou. Xu Weizhou is a new actor and singer in China. He has high popularity in East Asia and Southeast Asia, and has a strong fan appeal.

Why did FENDI choose Xu Wei Zhou? It is understood that as early as 2017, Xu Weizhou unveiled the The China PeekabooProject of the FENDI event in the capacity of ambassador of FENDI new power. In the same year, Xu Weizhou was invited to the scene by FENDI again, as a guest of limited time concept shop of FENDI newspaper kiosk. Similarly, Xu Weizhou has repeatedly used FENDI as an activity occasion and MV as a whole.

FENDI invited Xu Weizhou to be a star guest in the 2019-2020 autumn and winter fashion show for men and women in China. This big show has struck the door for the final cooperation between the two.

In July 30th, the spring edition of the 2019 global luxury industry research report released by Bain combined with the Italy luxury industry association shows that in 2019, global luxury sales are expected to grow by 4% to 6%, reaching 2710 to 276 billion euros, while the Chinese mainland market dominates the global luxury market. From the show in China to Xu Weizhou as the first Chinese spokesman, it means that FENDI has sounded the clarion call to the Chinese market, and can also see the importance of the Chinese market for the future development of the brand.

To sum up, these Chinese star idols chosen by international brands often have similar situations: young, short starting time, and large fans. Their cargo carrying capacity and flow rate are first-rate. In order to attract the consumers of "Z generation" in China, it can be said that these international brands have tried their best.