Mafashoni Brand MLB Inotanga Kutengesa Makeup Zvigadzirwa?

Mumunda wezvigadzirwa zvevatengi zvinokurumidza, kunaka pasina mubvunzo kune ngozi shoma, yepamusoro-soro "keke guru".Chipfeko chemhando yemhando yeMLB, iyo isina kuita mafambiro matsva kwenguva yakareba, yakavhura account ye "MLB Runako" pamapuratifomu enhau seChina, uye yakanyoresawo chitoro chayo papuratifomu e-commerce.

Parizvino, chitoro chine huwandu hwe562 vateveri.Kubva pamaonero emutengo uye dhizaini, iyo yekumisikidzwa kweMLB runako inoenderera mberi nemaitiro ekupfeka.Yekutanga chigadzirwa chinyorwa chinovhara matatu anonhuwirira uye mavirimhepo cushion nheyo.Kunhuhwirira kwega kwega kunowanikwa mumavhoriyamu maviri e10ml ne50ml, mutengo we220 yuan ne580 yuan.Kuonekwa kweiyo air cushion liquid nheyo ine mavara maviri: "High Street Black" uye "Wildberry Barbie".Iyo shell uye yekutsiva core inotengeswa zvakasiyana.Mutengo wekare i160 yuan, uye mutengo wekupedzisira i200 yuan.

Mumazuva matatu ekuvhurwa kwechitoro chitsva, vanhu makumi masere nevanomwe vakabhadharira iyo air cushion foundation, uye vamwe vatengi vakataura pasi pechigadzirwa chinongedzo, "Ndakachitenga kuti chitaridzike chechigadzirwa, uye makeup uye kusimba zvakare 'pamhepo'. ”

Kwenguva yakareba, crossover yemafashoni emafashoni yakagara iri nzvimbo inopisa mumhizha.Mabhurendi mazhinji akatangisa zvigadzirwa, masutu, uye mabhokisi ezvipo, uye akazvinyora ne "zvishoma" zvinyorwa, zvichigara zvichikurudzira chido chitsva chevatengi chekutenga.Nhasi, pasi pesimba rezvinhu zvakawanda zvekunze, kufarirwa kwe-cross-border co-branding kuri kupera.Pane kudaro, mhando dzakasiyana-siyana dzemafashoni dzakagadzira zvigaro zvavo kuti vaite "bhizinesi repadivi" mumunda wekugadzira.

Muna Chivabvu wegore rino, mugadziri wekupedzisira Virgil Abloh akasiya PAPERWORK runako runako kune yake yega yemugwagwa brand Off-White pane yakasarudzika e-commerce chikuva Farfetch.Zvinonzi iyi ndiyo yekutanga yeOff-White yekupinda mumunda werunako.Batch rekutanga rezvigadzirwa zvakatangwa ndeyekunhuhwirira kwakatevedzana kunonzi "SOLUTION".Kubva ipapo, yakatangawo kugadzira kumeso, kuchengetedza muviri, mbambo yezvipikiri uye zvimwe zvigadzirwa, kuwedzera zviri pamutemo munda werunako..Muna Kurume gore rino, Dries Van Noten, mucherechedzo wemafashoni pasi peSpanish PUIG Group, akatangawo zvinonhuwira uye lipstick kekutanga, kupinda zviri pamutemo mumunda werunako.

Pamusoro pemhando dzefashoni dzemhando yepamusoro, mhando dzemhando yepamusoro dzakadai saValentino, Hermes, uye Prada dzakaramba dzichiedza mumunda werunako mumakore maviri apfuura, kuitira kumisa mbiru dzekukura.MuHermès 'yekutanga-kota 2022 yezvemari mushumo, mari yedhipatimendi rekunhuhwirira uye runako yakawedzera ne20% gore negore.Mugore rapfuura, Hermès akawedzera chikamu chekugadzira kubvalipstickuye pefiyumu kuruoko uye kumeso makeup.

Hazvisi zvakaoma kuona kuti kana zvipfeko zvemafashoni zvinotanga kupinda mumunda wekunaka, zvinowanzosarudza mapoka maviri: lipstick uye zvinonhuwira.Vamwe indasitiri yemukati vakaratidza kuti zvichienzaniswa nemhando dzakadai semabhesi makeup uye zvigadzirwa zvekuchengetedza ganda, izvo zvinoda kunzwa kwakasimba kweganda, malipstick uye mapefiyumu ane yakaderera chikumbaridzo chekugamuchirwa nevatengi, uye anogona kukurumidza kuendesa chiitiko chekufananidzira.

Yese mhando iri kutsvaga nzira nyowani yekubuda.Zvigadzirwa zverunako zvinodhura zvakaderera asi zvinogona kuve nemari yakakwira zvakangobata "pain point" yemhando zhinji dziri kutsvaga kukura kutsva.

Saka, MLB, iyo yakatanga nezvigadzirwa zvakatenderedza Major League baseball, ingave "muvengi" wemhando yepamusoro mumunda werunako?

Ruzivo rweveruzhinji runoratidza kuti zita rakazara reMLB iMajor League baseball (Major League baseball, yakazonzi "Major League"), asi zvipfeko zvine MLB brand logo hazvitengeswe zvakananga neligi hombe, asi zvinotenderwa kune chetatu. -party kambani kushanda, South Korean yakanyorwa kambani F&F Group ndeimwe yemakambani ane mvumo.

Ruzivo rukuru rweMLB Beauty WeChat yepamutemo account inoratidza kuti kambani yayo inoshanda iShanghai Fankou Cosmetics Trading Co., Ltd. (inozonzi "Fankou Cosmetics").Fanko Cosmetics idivi reF&F Group muChina, iro rinonyanya kuita basa rekutengesa nekushanda kweboka rerunako rudzi BANILA CO uye skin care brand KU:S.

Nhamba dzinoratidza kuti muna 2005, F & F Group yakagadzira BANILA CO, iyo yakaunzwa mumusika weChina muna 2009. Sechigadzirwa chayo chenyeredzi, Zero Cleansing Cream yakambozivikanwa muChina.Nekudaro, nemaitiro ari kupera ekugadzirwa kweKorea, BANILA CO yanga isina zvigadzirwa zvitsva zvenyeredzi.Zvinoenderana newebhusaiti yepamutemo yeBANILA CO, zviverengero zvaro zvemhando yemahara zvakaderedzwa kusvika makumi maviri neshanu, kunyanya mumaguta echitatu-nechina-tier.Panguva imwecheteyo, KU: S ichiri kutengeswa muChina kuburikidza nemuganhu-e-commerce, uye haisati yavhura musika wekunze.

Mumusika wazvino wekukwikwidza runako, maitiro ekumisikidza ayo MLB Runako anoda kugadzira angagamuchirwe nevatengi?Panyaya iyi, Wu Daiqi, CEO weShenzhen Siqisheng Co., Ltd., akati zvakajairika kuti mhando dzemafashoni dzigadzire mitsara yerunako.“Kazhinji fashoni dzine zvadzinoreva mutsika uye magariro evanhu, uye dzinosanganisira zvikamu zvakasiyana-siyana, zvakadai sezvipfeko, pefiyumu, uye runako., zvishongo, zvichingodaro. Mushure mekunge brand yavaka imwe tsika yemukati kukosha kune imwe denderedzwa, ichabatanidza iri boka revatengi uye kugadzira zvakanakira zvayo, saka ichaita kuyedza kwakawanda.

Nezve kuti vatengi vanogona kubhadhara here, mukuona kwaWu Daiqi, zvinoenderana zvakanyanya nekuti iyo mhando ine nzvimbo yakajeka uye mashandisiro ekuita.“Nekuda kweMLB, kupinda muindasitiri yerunako kune zvakwakanakira, ndiko kuti, tsika yakagadzwa yemhando uye mapoka akavimbika;chakashata ndechekuti tsika yebaseball yekuAmerica inogona kunge 'isina kufanira' muChina, kana kuti ndeye niche tsika, uye chimiro chayo chekuzora chakaoma kuve chakakurumbira.