C-Jewelry Brand Arsis Shows How To Tap ‘Sisters Who Make Waves’

What Happened: Emerging Chinese jewelry brand Arsis has released two new collection series, “Blossom” (“繁绮系列”) and “Venus in the Wind” (“风中维纳斯系列”), in collaboration with the trending Chinese show Sisters Who Make Waves. According to Arsis, the co-branded series aims to represent feminine power and the diversity of women’s beauty, which are also core values of the competition program. 

Dedicated to empowering women, Sisters Who Make Waves has become very attractive to companies that target female customers as it provides a platform for female celebrities over 30 years old to rekindle their careers. And Arsis — whose name is a combination of “ART + SIS” — is undoubtedly one of these players, with the goal of “provid[ing] modern women with unique and playful jewelry essentials.” 

Arsis’ “Blossom” collection is featured on the third season of Sisters Who Make Waves. Photo: Xiaohongshu

The Jing Take: This is not the first time that Arsis has leveraged the influence of Sisters Who Make Waves to generate buzz for itself. Back in the summer of 2020 when the show’s first season aired, and again in 2021 when its second season aired, Arsis’ accessories appeared in the photoshoots of some of this show’s most popular contestants. These could be found on Chinese social media under the trending hashtag of the show’s Chinese name, #乘风破浪的姐姐#, as well as tags of the related contestants.

Now, the third season looks like it will be just as successful. The first episode, aired on May 20, received 136 million views and a market share of 36.3 percent on the first day of broadcasting. By the third day, the show had accumulated 410 million views, a jump from the 370 million and 390 million views of the first two seasons, respectively. 

Compared with other reality shows such as Produce 101 China, Sisters Who Make Waves has an audience that better fits Arsis’ core demographic. Arsis targets women between the ages of 25 and 35, while the average age of people who watch Sisters Who Make Waves was 27 for the first season and 29.6 for the second season. The show also presents scenes of contestants onstage and offstage, from working and performing to daily life, which provide diverse backdrops for the designer label to show how its “one multi-wear” accessories are appropriate for every occasion.

Plus, it’s worth noting that when promoting the new series, Arsis matched different products with different “sisters” and wrote unique interpretations for them based on their personalities and styles. By showing a more sincere and in-depth understanding of these celebrities, Arsis is more likely to leave a good impression on fans and stimulate their purchase desire. 

The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.


Hard Luxury, Marketing