Netflix, Hey Tea, Adidas-Best Brand Cooperation | Beijing News

2021-12-06 20:18:23 By : Mr. Zuofeng Shen

This article originally appeared on Content Commerce Insider, our sister publication on branded entertainment.

In the marketing scenario in China, brands in almost every field have shown great willingness to conduct "cross-border" cooperation, which can surpass those who are already familiar with its core products. There is no sign of consumer interest in cool cooperation. Fashion brand collaborations from the food and beverage industry are in great demand among global brands, and these brands seek to attract young consumers who spend a lot of money on lifestyle goods and services. So, with this in mind, the following is our since 2020 List of best brand cooperation from August:

Top pick: Netflix x Pearl Studio x Lady M

Netflix, high-end candy maker Lady M and Pearl Studios (formerly Oriental DreamWorks) have cooperated to launch a limited edition moon cake gift box to promote the animated musical "On the Moon", which is a partnership between Hollywood and China.

Lady M mooncakes are packaged in a lantern shape, including scenes from movies produced by Pearl Studios and released by Netflix, adapted from the folktale of Chang'e, which is the origin of mooncake consumption (a key part of mooncakes during the Mid-Autumn Festival).

Lady M mooncakes follow the less traditional cooperative route, come in two sweet flavors (custard and chocolate panna cotta), and are packaged separately. The gift set also includes a bag, greeting card, instruction card and a gift envelope.

Compared with the embarrassing limited-edition products that the brand has created over the years around the Chinese holidays-such as slapped zodiac animals on wallets or watches and called them a special-edition Lunar New Year series-Netflix-Lady M-Pearl Studio's partnership is actually It works well, respects the traditions and ceremonies of the Mid-Autumn Festival, and attracts consumers in an interactive and enjoyable way.

The collaboration also solved the arduous feat of balancing the three brands and making each brand shine instead of creating chaos. All three companies seem to be trying to create something interesting, but they are still promotional in nature.

There are five more noteworthy collaborations in August 2020:

Adidas announced a collaboration with one of China's most popular brand partners, the popular beverage chain Hecha, to launch the coveted ZX model sneakers. This shoe is inspired by Hey Tea’s "Succulent Grape" drink. Various shades of purple are used on the milky white base and the logo of the drink brand. This is a very popular product that combines streetwear and fruity milk tea. Two very different but complementary youth trends merge in a limited edition suit.

The American coffee giant originally launched the "Bearista" stuffed animal toys in 1997, but in recent years they are rarely seen in American stores, and more often in Asian markets such as China, and brand toy collaborations are very popular. Starbucks recently launched an upgraded version of the character through its high-end Shanghai Reserve Roastery boutique in collaboration with German plush toy manufacturer Steiff, initially releasing 500 handmade bears as collectors’ items with high resale value .

The fierce competition between the on-demand delivery platform Ele.me and rival Meituan-Dianping is driving expansion into new areas beyond food, such as Sephora's beauty products and other premium products. Ele.me, a subsidiary of Alibaba, has also expanded into fashion and other categories through a series of collaborations. To celebrate the first anniversary of its entry into the Chinese market, while highlighting the core value of sustainable development, the American D2C fashion brand Everlane has collaborated with Ele.me and Shanghai boutique chain Seesaw Coffee to produce environmentally friendly "lunch" sets, including bento boxes and made from recycled materials. T-shirts and a bag of Seesaw sustainably sourced coffee.

The Korean eyewear brand Gentle Monster aims to span a series of creative fields in its cooperation, working with musicians such as Kris Wu and Diplo, inviting artists to create virtual works that break through boundaries, and through the latest cooperation to lean toward high-tech with Huawei. The new "smart glasses" project is the second collaboration between Gentle Monster and the Chinese technology giant, which has upgraded the design of the 12-piece frame series, which can play music and transmit calls.

China's booming pet market is worth nearly 30 billion U.S. dollars and is expected to grow at a rate of 15% per year in the next five years. The experience of the coronavirus has allowed people to learn more about animal companions and magnified the trend of squandering quality products for them, from imported pet food to exotic clothes. JNBYHome, the home collection of Chinese fashion brand JNBY, has collaborated with pet product supplier Pidan (a fashion cat litter box and toy manufacturer) to launch a limited edition set, which includes matching human pajamas, eye masks and bow ties.

Adidas, handmade mooncakes, brand, collaboration, are you hungry, Everlane, gentle monster, hi tea, Huawei, JNBYHome, krane-addyy, Netflix, Pearl Studio, pidan, Sephora, Starbucks

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