Chinese Whispers: Dior Utilized Huawei’s Digital Marketing Platform for Latest Runway Show, and More

In “Chinese Whispers,” we share the biggest news stories about the luxury industry in China that have yet to make it into the English language. In this week’s edition, we discuss:

  • Huawei’s marketing solution Paid Presentation Service (PPS)
  • Designer brand Jean Paul Knott to open a flagship store in Beijing
  • Chaumet’s first-ever Chinese brand ambassador, Liu Yifei

1. Dior live-streamed 2020 Spring/Summer runway show on Huawei PPS – Sohu

Thanks to the arrest of its chief financial officer in Canada and President Trump’s shifting stance on it, Huawei has constantly made worldwide headlines of late. What’s perhaps much less known is that this Chinese tech giant is offering a digital marketing solution, namely paid presentation service (PPS), for retailers in China. So far, a slew of luxury brands like BMW, Breitling, and Estee Lauder have benefitted from it.

This week, the French luxury powerhouse Christian Dior became the first mega luxury brand in China that utilized Huawei’s service. It live-streamed the 2020 Spring/Summer runway show from Paris through the platform, which has over 700 million daily active users — many with high purchasing power. These users are subscribers to Huawei’s Music and Video service. Retailers can place banner ads on a variety of locations on Huawei devices and interfaces, including lock screen and information feeds.


Belgium’s fashion brand Jean Paul Knott will open a flagship store in Beijing to enter China in August. Photo: JeanPaulKnott website

2. Belgium’s fashion brand Jean Paul Knott will enter China in August – Fashion Network

The Belgian fashion brand Jean Paul Knott, launched in Brussels in 1999 by the namesake designer, hosted a press day in Beijing on June 27, marking its official expansion in the Chinese market. The brand will soon unveil its first flagship store in Beijing, in August to sell menswear, womenswear, accessories, and some unisex apparel.


Chaumet’s latest campaign featuring Liu Yifei.

3. French premium jewelry & watch brand Chaumet named Chinese brand ambassador – Chaumet

Parisian high jewelry house Maison Chaumet announced Chinese actress Liu Yifei, or Crystal Liu, to be its first-ever brand ambassador this week. The collaboration has received positive feedback on social media, as Liu’s public image is perceived upscale; therefore, fitting the brand’s status. Liu will also perform in the upcoming Disney’s live-action movie Mulan as the central character, Hua Mulan.