The Retail Exec (BWZ) | English | One-hour delivery, explained: how instant retail works, for executives deciding whether to compete on it. Excerpt: 5. Drone and robot delivery Remember when Elon Musk said there would be more robots than humans? Well, in the shipping and delivery industry, he might be onto something. A growing number…
Vogue China | Chinese | What makes a brand collaboration work once the hype wears off: Louis Vuitton x Frank Gehry, To Summer x Song Art Museum, and Kiehl’s China’s charity IP play, with the executives behind each explaining the logic. Excerpt: 风，从东方来。 中国文化自信，东方美学复兴，是过去十年和未来相当长一段时间时尚美容界的大势所趋。不仅是国货品牌的崛起，从国际品牌将目光投向东方美，纷纷推出中国传统文化联名系列也可见一斑。 观夏品牌主理人沈黎乐观其成，认为这是中国国力增强，市场蓬勃发展，消费者文化自信三合一的自然结果。“尤其90后主流市场有强大的购买力，愿意为东方文化和美学买单，促使曾经只要将国外的创意复制黏贴到中国市场就能收获良好市场反馈的国际品牌反思，并开始调整市场策略，迎合中国消费者的需求。” 利字当头，难免一哄而上。曾几何时，古典风、宫廷风、国风，成了跨界联名的唯一“风”，创意同质化严重，消费者审美疲劳，国潮IP带来的红利短短两三年内消耗殆尽。2020年之后，简单粗暴堆叠文化符号的阶段开始淡去，一些有着更深层核心文化价值的联名开始闪光。
The Retail Exec (BWZ) | English | A five-step brand strategy guide to livestream shopping, the commerce format China proved out before the West caught on. Written for North American retail executives. Excerpt: What Is Livestream Shopping and Why Is It the Next Big Ecommerce Trend? Livestream shopping is transforming China’s ecommerce landscape. Projections show…
Vogue China 〡 Chinese 〡 Why celebrity beauty brands cash out while luxury houses dig in: Fenty’s incubator model, Rhode’s US$1B exit, and what Louis Vuitton hiring Pat McGrath says about who gets to define luxury makeup. Excerpt： 在这个被重新定义的市场语境中，明星彩妆品牌的发展道路也在悄然重塑。一方面，凤毛麟角者如 Gwyneth Paltrow 的 Goop 和 Jessica Alba 的 Honest Company 另辟蹊径，逐渐成为了一种生活方式导向的新型品牌。它们都或多或少地脱离了曾经的名人光环，走向更成熟专业、具有可持续性的发展策略。 Victoria Beckham 更是明星品牌完成身份跃迁的标杆。作为明星起家，依托时尚品牌的受众基础切入彩妆护肤赛道，到现在 Victoria Beckham…