Fashion Brand MLB Yayamba Kugulitsa Zodzikongoletsera?

Pankhani ya katundu wogula mofulumira, kukongola mosakayikira ndi "keke yaikulu" yotsika kwambiri, yokolola kwambiri.Zovala zamakono zamtundu wa MLB, zomwe sizinapange zatsopano kwa nthawi yayitali, zatsegula akaunti ya "MLB Beauty" pamasamba ochezera a pa Intaneti monga China, ndipo adalembetsanso sitolo yake pa nsanja ya e-commerce.

Pakadali pano, sitoloyo ili ndi mafani a 562.Kuchokera pamalingaliro amtengo ndi kapangidwe, kuyika kwa kukongola kwa MLB kukupitilizabe kavalidwe.Zogulitsa zoyamba zimakwirira zonunkhiritsa zitatu ndi ziwiriair khushoni maziko.Fungo lililonse limapezeka m'mavoliyumu awiri a 10ml ndi 50ml, pamtengo wa 220 yuan ndi 580 yuan.Maonekedwe a air khushoni madzi maziko ali ndi mitundu iwiri: "High Street Black" ndi "Wildberry Barbie".Chigoba ndi cholowa m'malo zimagulitsidwa mosiyana.Mtengo wakale ndi 160 yuan, ndipo mtengo wake ndi 200 yuan.

M'masiku atatu otsegulira sitolo yatsopano, anthu 87 adalipira maziko a air cushion, ndipo ogula ena adanenanso pansi pa ulalo wazinthuzo, "Ndinagula kuti ziwonekere, komanso zodzoladzola ndi kulimba kwake zilinso 'pa intaneti'. ”

Kwa nthawi yayitali, crossover ya mitundu ya mafashoni nthawi zonse imakhala yotentha kwambiri pamakampani.Mitundu yambiri yakhazikitsa zinthu zofananira, masuti, ndi mabokosi amphatso, ndikuziyika ndi zilembo "zochepa", zomwe zimalimbikitsa chidwi cha ogula nthawi zonse chofuna kugula.Masiku ano, mothandizidwa ndi zinthu zambiri zakunja, kutchuka kwa ma co-branding kumadutsa.M'malo mwake, mitundu yosiyanasiyana ya mafashoni yakhazikitsa malo awoawo kuti achite "bizinesi yam'mbali" pankhani ya zodzoladzola.

M'mwezi wa Meyi chaka chino, wojambula mochedwa Virgil Abloh adasiya zolemba zokongola za PAPERWORK ku mtundu wake wa zovala zapamsewu Off-White pa nsanja yapamwamba ya e-commerce Farfetch.Akuti aka ndi koyamba kwa Off-White kulowa mu gawo la kukongola.Gulu loyamba lazinthu zomwe zatulutsidwa ndi mndandanda wa zonunkhira wotchedwa "SOLUTION".Kuyambira pamenepo, yakhazikitsanso zodzoladzola kumaso, chisamaliro chathupi, kupukuta misomali ndi zinthu zina zamtundu umodzi, ndikukulitsa gawo lokongola..Mu March chaka chino, Dries Van Noten, mtundu wa mafashoni pansi pa Spanish PUIG Group, adayambitsanso mafuta onunkhira ndi lipstick kwa nthawi yoyamba, akulowa m'munda wa kukongola.

Kuphatikiza pa mafashoni amakono, mitundu yapamwamba monga Valentino, Hermes, ndi Prada ayesetsanso mosalekeza pankhani ya kukongola m'zaka ziwiri zapitazi, kuti akhazikitse zipilala zatsopano zakukula.Mu lipoti lazachuma la Hermès la kotala loyamba la 2022, ndalama zomwe dipatimenti yamafuta onunkhira ndi zokongola zimakwera ndi 20% pachaka.M'chaka chatha, Hermès adakulitsa gulu la zodzoladzola kuchokeramilomondi zodzoladzola kumanja ndi kumaso.

Sizovuta kuwona kuti mafashoni akayamba kulowa mu gawo la kukongola, nthawi zambiri amasankha magulu awiri: lipstick ndi mafuta onunkhira.Ogwira ntchito m'mafakitale ena adanenanso kuti poyerekeza ndi magulu monga zodzoladzola zoyambira ndi zosamalira khungu, zomwe zimafuna kumveka kwamphamvu kwapakhungu, milomo ndi zonunkhiritsa zimakhala ndi malire otsika kuvomerezedwa ndi ogula, ndipo zimatha kufotokozera nthawi yomweyo chokumana nacho chophiphiritsa.

Mtundu uliwonse ukuyang'ana njira yatsopano yotulukira.Zokongola zomwe zimakhala zotsika mtengo koma zimatha kukhala ndi ndalama zambiri zangogwira "zowawa" zamitundu yambiri yomwe ikufuna kukula kwatsopano.

Ndiye, kodi MLB, yomwe idayamba ndi zinthu zozungulira Major League Baseball, ikhoza kukhala "mdani" wamtundu wapamwamba pantchito yokongola?

Zambiri pagulu zikuwonetsa kuti dzina lonse la MLB ndi Major League baseball (Major League Baseball, yomwe pambuyo pake imatchedwa "Major League"), koma zovala zomwe zili ndi logo ya MLB sizigulitsidwa mwachindunji ndi ligi yayikulu, koma zimaloledwa mpaka gawo limodzi mwa magawo atatu. -kampani yogwira ntchito, kampani yaku South Korea F&F Gulu ndi imodzi mwamakampani ovomerezeka.

Zambiri za akaunti yovomerezeka ya MLB Beauty WeChat zikuwonetsa kuti kampani yomwe ikugwira ntchito ndi Shanghai Fankou Cosmetics Trading Co., Ltd. (pambuyo pake amatchedwa "Fankou Cosmetics").Fanko Cosmetics ndi kampani ya F&F Group ku China, yomwe makamaka imayang'anira malonda ndi ntchito za gulu lokongola la BANILA CO komanso mtundu wosamalira khungu KU:S.

Ziwerengero zimasonyeza kuti mu 2005, F & F Group inayambitsa BANILA CO, yomwe inayambika pamsika wa China ku 2009. Monga nyenyezi yake, Zero Cleansing Cream inali yotchuka ku China.Komabe, ndi kutha kwa zodzoladzola zaku Korea, BANILA CO inalibe zida zatsopano za nyenyezi.Malinga ndi tsamba lovomerezeka la BANILA CO, zowerengera zake zapaintaneti zatsika mpaka 25, makamaka m'mizinda yachigawo chachitatu ndi chachinayi.Nthawi yomweyo, KU:S ikugulitsidwabe ku China kudzera pamalonda amalonda odutsa malire, ndipo sinatsegulebe msika wapaintaneti.

Pampikisano wapano wamsika wokongola, kodi mawonekedwe omwe MLB Beauty akufuna kupanga angavomerezedwe ndi ogula?Pachifukwa ichi, Wu Daiqi, CEO wa Shenzhen Siqisheng Co., Ltd., adati ndi zachilendo kuti opanga mafashoni apange mizere yokongola.“Nthawi zambiri mafashoni amakhala ndi matanthauzo a chikhalidwe chawo komanso magulu a anthu, ndipo amaphatikiza magulu angapo, monga zovala, mafuta onunkhira, ndi kukongola., zodzikongoletsera, ndi zina zotero. Pambuyo poti chizindikirocho chipanga chikhalidwe chamkati chamtengo wapatali kuzungulira bwalo linalake, chidzagwirizanitsa gulu lamakasitomala ndi kupanga ubwino wake, kotero kuti adzayesa zambiri."

Ponena za ngati ogula atha kulipira, mu malingaliro a Wu Daiqi, zimatengera kwambiri ngati chizindikirocho chili ndi malo omveka bwino komanso momwe angagwiritsire ntchito.“Ponena za MLB, kulowa mumakampani okongoletsa kuli ndi zabwino zake, ndiko kuti, chikhalidwe chokhazikika chamtundu komanso magulu okhulupirika;kuipa kwake n’kwakuti chikhalidwe cha baseball cha ku America chingakhale ‘chosayenera’ ku China, kapena ndi cha chikhalidwe cha anthu ambiri, ndipo zodzikongoletsera zake n’zovuta kuti zikhale zotchuka.”