The following is an excerpt from Jing Collabs & Drops’ latest market report, “Big in China: Brand Collaboration.” Featuring interviews with luxury experts, retailers, brands, and designers who have participated in China-focused launches, the report is a breakdown of how brands are joining forces in China today. Download your copy
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Colliding multiple brand identities has never been as common as it is in 2022. Competitive luxury labels are joining forces, artists are doubling as fashion designers, and the merging of high-low culture has peaked, thanks to drops like Gucci x Adidas and Balenciaga x The Simpsons. It is therefore the perfect moment to zoom in on the strategies prevalent in the world’s second largest luxury consumer market: China.
According to Bain & Company, mainland China’s luxury goods market saw double-digit growth in 2021 with some brands exceeding over 70 percent expansion in revenue. Moreover, domestic sales increased 48 percent in 2020 and 26 percent in 2021, with the usual high-spending Chinese tourists shopping more locally instead due to COVID-19 restrictions. As a result, local brand collaborations have become even more popular as a means of Western names connecting with the market — it is ultimately a way of asserting an identity without diluting it, which can happen when brands adapt themselves to suit a specific culture.
Alongside foreign names partnering with Chinese talent to increase relatability to consumers, there has also been an influx of local collaborations. Yet, connecting all kinds of releases is the primary aim of creating new product opportunities and combining reach for extended marketing exposure.
Navigating the outpour of today’s co-branded launches, Big in China: Brand Collaboration outlines the distinct trends that have emerged. Nostalgic IP crossovers, key opinion leader (KOL, i.e. influencer) products, retail x brand lines, digital collectibles, and independent designer x major brand collections are all the rage in China today. And each of these trends has a dedicated chapter in this report.
Presenting a comprehensive lowdown on the current state of collabs in one of the most sensitive landscapes, mainland China, the Jing Collabs and Drops report Big in China: Brand Collaboration combines research, performance data, and interviews with market experts and names who have successfully launched hit products in the region. It’s the ultimate China brand-collab-breakdown.