How do Chinese celebrities run their fashion business?

Event

Date: April,14,2018

Time: 8pm to 10pm

Subject of discussion: How do Chinese celebrities run their fashion business?

Host: Oran Kang-Shanghai-Senior merchandize of apparels.

Brief Introduction of the host:

Oran Kang has engaged in apparel buying business for over 10 years. Currently she serves in a buying office of a Spanish department store in Shanghai.

She has rich knowledge in working with European major brands, developing diverse product lines and sourcing and selecting suppliers that provide competitive prices and good quality of goods in China and South Asia.

Part One: BRIEF INTRODUCTION OF DISCUSSION

Nowadays the idea of a “slash” identification has gained momentum in China. People act different social roles. When we talk about the celebrities, they are not only the ones famous in entertainment circle, also can be stars in fashion business field.

A good example is Victoria Beckham, a famous singer but also successfully launched her career in fashion business field.

This discussion focused on Chinese celebrities mainly, we also appreciate that you can share with us any good cases from your countries.

Part Two: OUTLINE OF DISCUSSION

1. Sharing about the stories of Chinese celebrities who have succeeded in fashion business.

** Wilber Pan who is a singer, songwriter, rapper, actor.

** Nic Li who is a Chinese host.

They have collaborated and ventured into the business world. In 2009, they launched the streetwear boutique N.P.C (New Project Center)

** Ryan Zheng is an actor and signer, who is also an entrepreneur into fashion business, as he has established his own brands of Dueplay and Dahood with product line of clothing, shoes and other accessories.

** Show Lo(Lo zhi xiang) is a singer also running his clothing brand STAGE(STAGE Hyaline of World)..

Good points from discussion:

Vincent-Shanghai- Incubator:

Kate Hudson is a good example

Eva Longoria is doing well in fashion business as well.

 

Alena-Shanghai-AGL:

Christina Aguilera has a perfume brand.

Rosie Huntington has her own underwear line for Marc&Spencer.

Heather-Christine Tsui Fashion community:

To have a slash career is also what I am working on it and I believe that this is the trend of the new generation.

Alena-Shanghai-AGL:

I aware of some celebrities who also work as influencers on Instagram and they have the different agreement with the brands as a side business.

Vanessa-Gangzhou-Couture:

CLOT is a streetwear label and lifestyle brand founded by Edison Chen and Kevin Poon aimed to bridge Eastern and Western. And it is quite popular among young people.

2. What are advantages for celebrities to do fashion business?

** Varies financial channels

** Rich connections with a range of areas

** Potential consumers in fans

Good points from discussion:

Heather-Christine Tsui Fashion community:

They have media exposure which could bring them many biz opportunities

Natalie-Xiamen-Analyst:

The public image of some or even most celebrities are created by professional company and staff, it is a luck for those who can show their true colors to public and even make money from the events.

 

Vincent-Shanghai- Incubator:

They have personal branding management team.

P.Joy-Mel bone-Master of fashion

Yes agree celebrity does it more for brand image. They know they have fans who will support them as well. Otherwise when you think what is a connection from a singer to open a fashion brand or sort of business? They don’t even have the knowledge or experience. But they have money, they have loyal costumer where they rely on them and know they would buy.

3. How do they develop products in China?

In general, there are two ways to launch products in China:

OEM(Original Equipment Manufacturer). It is the most common way for major brands to cooperate with manufactures. Brands provide designs, fabrics and raw materials and manufactures are responsible for production.

ODM(Original design manufacture). It means manufactures produce goods ordered as well as develop original designs for brands to choose. This way is getting more and more popular.

Nowadays, fashion business cluster is pushing Chinese manufactures to be more creative. OEM cannot survive anymore, so the celebrities are becoming the leaders who collaborate with manufactures to make initial designs together. They authorize the copyrights of their names and images to third-party companies who will work with manufactures to develop designs and produce merchandises.

EXAMPLE 1: DUEPLAY was founded in 2014 by Ryan Zheng, who has launched the product line with “P” logo on the clothes, shoes and caps. It is getting very popular in China. DUEPLAY also launched a product line of sweatshirts with chicken pattern in Chinese Red in the year of the Rooster. This enhanced the enthusiasm of netizens, especially the ones whose birth year are the Rooster.

EXAMPLE 2 : NPC(New Project Center) is a buying store run by two celebrities(Nic Li, Wilber Pan), now their stores are located in major cities in China. The first store was launched in July of 2009 to sell the most fashionable garments and accessories.

Good points from discussion:

Vincent-Shanghai- Incubator:

They have money and personal brand image to have a head start and license by leverage their own personal brands.

Julie-Shanghai-High-end retail:

I think celebrities do business is just like others who have resources and enter into business, the difference is the kind of resources.

4. What we can learn from their successful cases?

** Celebrities cherish their images and good reputations as their lives, so we can learn the importance for new brands to build up positive images.

** Celebrities rely on professional team to make business stronger.

** Celebrities have richer relationship network than us, but we can also try to expand our social circle and make more connections.

** Celebrities can cooperate with brands to get win-win benefits. As for individual business people, they can also collaborate small brands to build stronger group cohesiveness.

Good points from discussion:

Alena-Shanghai-AGL:

Yes, network is so important.

Heather-Christine Tsui Fashion community:

Good cooperation has a great power.

Grace-Shanghai-Media:

We can learn a lot from the successful cases and it would helpful for us to make our own fashion business.

Part Three: A BRIEF RECAP OF OUR DISCUSSION

1. We shared the stories of Chinese celebrities who have succeeded in fashion business.

** Wilber Pan, Nic Li and Ryan Zheng are successful models.

2. What are the celebrities’ advantages when they run a new business?

**Varies financial channels
**Rich connections with a range of areas
**Potential consumers in fans
**media exposure could bring them many business opportunities

3. How do they develop products in China?
** OEM and ODM are two common ways to produce the products for brands.

4. What we can learn from their successful cases?
** Celebrities maintains positive images to the public, so we can learn that our brands also needs a positive image.
** Celebrities have richer relationship network, but we can also try to expand our social circle and make more connections.

**Celebrities can cooperate with brands to get win-win benefits. As for individual business people, they can also collaborate small brands to build stronger group cohesiveness.

 

SUMMARY INFORMATION FOR DISCUSSION

Oran-Host- Shanghai-Senior Merchandizer:

Can you pls share about the stories of Chinese celebrities who have succeeded in fashion business?

 

Vincent-Shanghai- Incubator:

Kate Hudson is a good example

Eva Longoria is doing well in fashion business as well.

 

Alena-Shanghai-AGL:

Christina Aguilera has a perfume brand.

Rosie Huntington has her own underwear line for Marc&Spencer.

Heather-Christine Tsui Fashion community:

To have a slash career is also what I am working on it and I believe that this is the trend of the new generation.

Alena-Shanghai-AGL:

I aware of some celebrities who also work as influencers on Instagram and they have different agreement with the brands as a side business.

Oran-Host- Shanghai-Senior Merchandizer:

What do you think of advantages of celebrities to do fashion business?

Heather-Christine Tsui Fashion community:

They have media exposure which could bring them many biz opportunities

Natalie-Xiamen-Analyst:

The public image of some or even most celebrities are created by professional company and staff, it is a luck for those who can show their true colors to public and even make money from the events.

 

Vincent-Shanghai- Incubator:

They have personal branding management team.

P.Joy-Mel bone-Master of fashion

Yes agree celebrity does it more for brand image. They know they have fans who will support them as well. Otherwise when you think what is a connection from a singer to open a fashion brand or sort of business? They don’t even have the knowledge or experience. But they have money, they have loyal costumer where they rely on them and know they would buy.

Oran-Host- Shanghai-Senior Merchandizer:

Let check how do they work out the product in China?

Vincent-Shanghai- Incubator:

They have money and personal brand image to have a head start and license by leverage their own personal brands.

Julie-Shanghai-High-end retail:

I think celebrities do business is just like others who have resources and enter into business, the difference is the kind of resources.

Oran-Host- Shanghai-Senior Merchandizer:

What we can learn from their successful cases?

Natalie-Xiamen-Analyst:

Celebrities cherish their images and good reputations as their lives, so we can learn how important for new brands to build up positive images.

Julie-Shanghai-High-end retail:

Celebrities rely on professional team to make business stronger.

Alena-Shanghai-AGL:

Celebrities have rich relation network, which we don’t have, but we can also try to increase our social circle to recognize more people.

Grace-Shanghai-Media:

Celebrities can cooperate with brands to get win-win commercial mode, and we also can put small brands together for stronger group cohesiveness.

 

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