Non-clothing brand Harbin Beer also embarked on New York Fashion Week

After the Laoganma spicy sauce, Harbin Beer also appeared during the New York Fashion Week, and the movement was not small.

On February 9th, local time in New York, Harbin Beer and the American street brand Pony held a show with five coats designed by Chinese designer Chen Peng. However, it is not so much a clothing new product launch, but rather a big beer brand marketing campaign.

There are not many costumes displayed in the show, almost all of them are covered with "Ha", "National Tide Beer", "Hello Beer (Homophonic: Happy)", "Happy Together" and other brands. Print. The star artists sitting in the front row also did not forget to take pictures of the fan with "Holly Beer".

The appreciation of clothing is not as good as other performances in the show.

In order to play the theme of the "national tide" theme, the T stage is packed with Chinese elements: a full-length singer, a calligrapher with a barefoot ink, Zhu Jingyi, a brightly dressed martial arts and lion dance performance, even DJ is dressed as a god of wealth.

On the same day, Harbin Beer also made an outdoor flash. The models wore down jackets with "Holly Beer" and went to the Brooklyn neighborhood to watch New York graffiti Birdcap and Zhu Jingyi create a live show. At the show party, there were artists who sang "HAPI HAPI" specially created for Harbin Beer.

In order to cope with the theme of the national tide, Harbin Beer called the artist who invited Guanxiu to be a “national tide partner” during the promotion, and called Zhu Jingyi “the director of the national tide” because his calligraphy works are important for the national tide theme beer packaging. section.

These new-packaged beers have already been sold as limited editions, and the clothing on the show floor will be sold at auction for very low prices.

It is not difficult to see that the real protagonist of Harbin Beer's New York trip is actually the beer product of the national tide theme packaging. The choice of New York Fashion Week, the time node and the form of clothing, is to help promote and present the brand image of “exporting Chinese culture”.

The concept of “national tide” has been on fire for several years because it embodies the brand’s not only the connotation of traditional Chinese culture, but also the image of the younger generation.

Starting from the sneaker brand that came back from the name of the tide brand, the “national tide” first spread in the clothing industry. Later, Li Ning made a sensation in the "Tmall China Day" of New York Fashion Week in February 2018, and quickly launched the image of "National Li Ning". The follow-up performance was strong, and the road of "national tide + international" was many. Chinese brands are seen as a method of success.

Bosideng copied this road last year. As a comprehensive transformation of marketing cooperation, the winter has received a very good performance return, and the stock price hit a new high of five years.

Coupled with the growing relationship between Centrino Fashion, Tmall and one of the organizers of New York Fashion Week, CFDA (American Fashion Designers Association), New York Fashion Week and Chinese brands are getting closer and closer – in September last year, 2019 At the Spring and Summer New York Fashion Week, a total of 33 Chinese brands participated.

CFDA Chairman Steven Kolb said in an interview with the interface fashion last year: "Chinese brands certainly have a better audience in China, but if they want to be truly successful, they still have to go international. New York Fashion Week is a good opportunity, of course, design The teachers also understand this truth, so they all came to New York."

Although Kolb is talking about clothing brands, non-apparel brands such as Vivo, 3M, and YSL are becoming more and more active. They usually participate in sponsorships, flash shops, and cross-border cooperation.

The last non-apparel Chinese brand that caught the attention in New York Fashion Week was Laoganma. During the fashion week last September, Tmall and American shopkeeper Opening Ceremony opened a national flash shop, selling Laoganma sweater with Tao Huabi's head, and cross-border products of Yunnan Baiyao toothpaste and Shuangmei. .

Non-apparel brands such as Harbin Beer are rare.

Regarding the Chinese brands who like to appear at the International Fashion Week, there have been people in the industry who have expressed their views on interface fashion. When many brands think that they are “out of the sea”, almost all of them use the way of spreading Chinese culture to establish an international image. In their eyes, it is not important to truly realize the internationalization of the brand because the target audience is still in China. Under this circumstance, the brand's concept output of the national tide and internationalization is more likely to fall into a relatively simple situation where elements are accumulated, which will inevitably appear to be "sincere."