Non Clothing Brand Harbin Beer Has Also Entered New York Fashion Week.

After the old mama's hot sauce, Harbin beer also appeared during the fashion week in New York, and the movement is not small.

New York local time in February 9th, Harbin beer and the United States tide brand Pony held a show, there are 5 coats designed by the Chinese designer brand Chen Peng. However, it is rather a brand marketing campaign of a large beer rather than a new fashion show.

There are not many clothes displayed in the show, almost all of which are covered by "hah", "chao chao beer", "a beer with beer (homophonic: happy)" and "Happy Together (together happy"). The stars sitting in front of the table also remember to take pictures of fans with a "Harbin beer".

But the costume appreciation is not as good as other performances in the show.

In order to play the theme slogan of "national tide", the T stage is full of Chinese elements: Zhu Jingyi, a calligrapher with a full range of operas, a calligrapher with thick feet and ink brush, a colorful martial arts and lion dance performance, and even DJ is dressed up as a god of wealth.

On the same day, Harbin beer also made an outdoor flash. The models wore down coats printed with "Harbin beer" and went to Broolyn street to see the New York graffiti division Birdcap and Zhu Jingyi on the spot. After the show, the artistes sang the "HAPI HAPI" which was specially created for Harbin beer.

In order to keep up with the theme of the national tide, Harbin beer, when it was publicizing, called the artists of the concept show "chao chao partner" and called Zhu Jingyi "chao chao director", because his calligraphy works are an important part of the national tide beer packaging.

The newly packaged beer has been sold as a limited amount, and the costumes displayed in the show will be sold at an extremely low price by auction.

It is not hard to see that the real leading role of Harbin beer in New York is actually the theme beer packed by the national tide. The choice of New York fashion week's time node and clothing format is to help publicize and present the brand image of "exporting Chinese culture".

The concept of "national tide" has been burning for several years, because it embodies the connotation of Chinese traditional culture and does not forget the image of the younger generation.

From the brand name of the tide brand back to life, the "national tide" first spread in the clothing industry. Later, Lining made a splash in the February 2018 New York Fashion Week "Tmall China Japan" show, rapidly playing the image of "chao chao Lining". The follow-up performance was strong, and the way of "chao chao + international" was regarded as the method of success by many Chinese brands.

Bosideng replicated the road last year as a marketing transformation of the comprehensive transformation. It has been very rewarding in the winter, and its share price has reached a new high of nearly 5 years.

In addition to the increasingly close relationship between CFDA, one of the organizers of Centrino fashion, Tmall and New York fashion week, New York fashion week and Chinese brands are getting closer and closer. In September, 2019 spring and summer New York fashion week, a total of 33 Chinese brands participated.

CFDA chairman Steven Kolb said in an interview with interface fashion last year, "Chinese brands certainly have a better audience in China, but if you want to really succeed, you still have to go international." New York fashion week is a good opportunity, of course, designers understand this reason, so they all came to New York.

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

The last time the fashion brand week in New York attracted the attention of the non clothing Chinese brand is Lao mama. During the fashion week of September last year, Tmall and Opening Ceremony, the American buyer's shop, opened a national flash shop to sell the old mama's sweater with Tao Huabi's head and the cross-border products of Yunnan Baiyao toothpaste and twin sister.

Non clothing brands such as Harbin beer are rare.

When Chinese brands like to appear in the international fashion week, people in the industry have expressed their views to the interface fashion. It is believed that when many brands "go to sea to do show", they almost always set up an international image in the way of disseminating Chinese culture. In their eyes, whether or not they truly achieve brand internationalization is not important, because the target audience is still in China. In this case, the brand is easier to get into the simpler and more elemental accumulation for the export of the concept of internationalization and internationalization.