Competitive China brand strategy? Local talent

Brand equity is increasingly shaped by storytelling and aesthetics in China, making collaborations between fashion designers and non-fashion entities a powerful cultural currency. Recent launches such as Feng Chen Wang’s innovatively sculptural take on the China-exclusive Audi A7L, and Dingyun Zhang’s art-meets-utility Crocs, exemplify how designers are providing overseas brands with cultural resonance that’s packed with fresh creativity. These collaborations aren’t just product mashups, they’re calculated brand maneuvers designed to cultivate community, stir social buzz, and align with youth culture’s privileging of individuality. Anta’s tech-driven partnership with South Korea-born Chinese short track speed skater Lin Xiaojun elevates functional sportswear into collectible techwear — the Olympian’s fanbase Xiaohongshu (also known as RedNote) is bigger than the sportswear powerhouse’s. Subscribe here to receive the Collaborations newsletter every Tuesday. Feng Chen Wang x Audi A7L Details: Art car, shirt, and accessories, April 15 Social context: On Xiaohongshu, #AudixFengChenWang has 4,400 views, while #FengChenWang has 1276.8 million. Verdict: Independent designer Feng Chen Wang reimagines the Audi A7L, a China-exclusive long-wheelbase sedan, by enveloping the vehicle in a “mechanical white shirt,” utilizing laser-etched geometric patterns on the metal surface. This design transforms the car’s classic hexagonal grille and floating lines into elements reminiscent of a shirt’s collar and pleats, blending the sharpness of metal with the softness of fabric. As the collaboration extends beyond the vehicle to include a limited-edition fashion line featuring a deconstructed white shirt, a 3D-printed shoulder bag modeled after the car, a metal bolo tie, and a keychain, it thoughtfully integrates automotive aesthetics into wearable fashion. This partnership exemplifies a strategic blend of German luxury automotive engineering with avant-garde Chinese fashion design. By merging Audi’s commitment to technological excellence with Feng’s deconstructivist approach, the collaboration appeals to a younger, design-conscious audience. Crocs x Dingyun Zhang Details: Footwear collection, April 25 Social context: On Xiaohongshu, #Dingyunzhang has 1 million views, and #crocs has 802.1 million. Verdict: The second iteration of the Dingyun Zhang x Crocs partnership merges Umberto Boccioni-inspired futurism with Crocs’ ergonomic heritage. With aerodynamic cues drawn from Bugatti sports cars and fluid, sculptural silhouettes, the result feels like wearable art. While honoring Crocs’ recognizable Swiftwater Wave pattern, Zhang’s abstract reinterpretation redefines the clog’s silhouette into a streamlined, avant-garde form. This interplay between traditional craftsmanship and progressive design reflects a tension between the familiar and the forward-thinking, positioning the product as both a collector’s piece and a functional fashion item. Priced at around $100 (739 RMB) and released via a lottery, this limited-edition drop leverages scarcity and exclusivity to appeal to fashion-savvy consumers. Anta x Lin Xiaojun Details: Sports pants inspired by the Asian Winter Games 2025, April 21 Social context: #Anta has 735 million reads on Xiaohongshu, and Lin Xiaojun’s hashtag has 855.8 million. Verdict: Anta’s A-Flex tailoring, co-developed with the Beijing Institute of Fashion Technology, leverages scientific body data and dynamic tailoring to merge the comfort of sweatpants with the polish of formal trousers. This solves long-standing pain points in men’s pants — particularly waist tightness and movement restriction — through strategic anatomical patterning. The combination of speed skater Lin Xiaojun and the thematic design for the Asian Winter Games infuses the A-Flex line with athletic credibility and cultural relevance. With Anta already experiencing a 1,901% trade growth on StockX in 2024, the timing of the A-Flex launch capitalizes on heightened brand momentum. It reflects Anta’s broader strategy of technical innovation and championing local talent.

Competitive China brand strategy? Local talent

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Published April 22, 2025

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Competitive China brand strategy? Local talent