IFashoni Brand ye-MLB iQalisa ukuthengisa iiMveliso zeMakeup?

Kwintsimi yezinto zabathengi ezihamba ngokukhawuleza, ubuhle ngokungathandabuzekiyo bunobungozi obuphantsi, isivuno esiphezulu "ikhekhe elikhulu".I-brand yempahla ethandwayo ye-MLB, engazange yenze amanyathelo amatsha ixesha elide, ivule i-akhawunti "ye-MLB Beauty" kumaqonga eendaba ezentlalo ezifana ne-China, kwaye ibhalise ivenkile yayo kwi-platform ye-e-commerce.

Okwangoku, ivenkile inabalandeli be-562 bebonke.Ukusuka kwimbono yexabiso kunye noyilo, ukubekwa kobuhle be-MLB kuyaqhubeka nomkhwa wempahla.Uluhlu lwemveliso yokuqala lugubungela iziqholo ezintathu kunye nezimbiniiziseko zomqamelo womoya.Ivumba ngalinye lifumaneka kwimiqulu emibini ye-10ml kunye ne-50ml, ixabiso le-220 yuan kunye ne-580 ye-yuan.Ukubonakala kwesiseko se-air cushion liquide sinemibala emibini: "Isitalato esiPhezulu esiMnyama" kunye ne "Wildberry Barbie".Iqokobhe kunye nondoqo wokutshintsha zithengiswa ngokwahlukeneyo.Ixabiso leyangaphambili yi-yuan eyi-160, kwaye ixabiso lokugqibela yi-yuan engama-200.

Kwiintsuku ezintathu zokuvulwa kwevenkile entsha, abantu abangama-87 bahlawulele isiseko se-cushion yomoya, kwaye abanye abathengi bagqabaza phantsi kwekhonkco lemveliso, “Ndiyithengele ukubonakala kwemveliso, kunye ne-makeup kunye nokuqina kwakhona 'kwi-intanethi'. ”

Kwangexesha elide, i-crossover yeempawu zefashoni ibisoloko iyindawo eshushu kwishishini.Iimveliso ezininzi ziye zazisa iimveliso ezinophawu oludibeneyo, iisuti, kunye neebhokisi zezipho, kwaye ziphawulwe ngeelebhile "ezilinganiselwe", ezihlala zivuselela umnqweno omtsha wokuthenga wabathengi.Namhlanje, phantsi kweempembelelo zezinto ezininzi zangaphandle, ukuthandwa kwe-co-branding ye-cross-border kuyaphela.Endaweni yoko, iintlobo ezahlukeneyo zefashoni ziye zaseka iiphothali zazo ukuze zibandakanyeke “kwishishini elisecaleni” kwinkalo yokwenza izinto.

NgoMeyi walo nyaka, umyili ongasekhoyo uVirgil Abloh walushiya uthotho lobuhle lwe-PAPERWORK yesinxibo sasesitalatweni sobuqu i-Off-White kwiqonga le-e-commerce elibunewunewu uFarfetch.Kuxelwe ukuba le yi-Off-White yokuqala yokungena kwintsimi yobuhle.Ibhetshi yokuqala yeemveliso eziqaliswe liqela levumba elibizwa ngokuba yi "SOLUTION".Ukusukela ngoko, iye yasungula ukwakheka kobuso, ukhathalelo lomzimba, ipolishi yezikhonkwane kunye nezinye iimveliso ezingatshatanga, eyandisa ngokusemthethweni intsimi yobuhle..NgoMatshi kulo nyaka, uDries Van Noten, uphawu lwefashoni phantsi kweSpanish PUIG Group, naye wasungula i-perfume kunye ne-lipstick okokuqala, engena ngokusemthethweni kwintsimi yobuhle.

Ukongeza kwiimpawu zefashoni ezifashisayo, iibrendi zodidi olunje ngeValentino, uHermes, kunye nePrada ziye zenza iinzame eziqhubekayo kwicandelo lobuhle kule minyaka mibini idlulileyo, ukuze kusekwe iintsika ezintsha zokukhula.Kwingxelo yezemali yekota yokuqala ka-2022 kaHermès, ingeniso yesebe levumba nobuhle inyuke nge-20% unyaka nonyaka.Kunyaka ophelileyo, uHermès uye wandisa icandelo le-makeup ukusukalipstickkunye ne-perfume kwisandla kunye ne-face makeup.

Akunzima ukubona ukuba xa iimpawu zefashoni ziqala ukungena kwintsimi yobuhle, zihlala zikhetha iindidi ezimbini: i-lipstick kunye ne-perfume.Abanye abangaphakathi kwishishini bachaza ukuba xa kuthelekiswa neendidi ezinje ngesiseko se-makeup kunye neemveliso zokhathalelo lwesikhumba, ezifuna ukuvakala kwesikhumba esomeleleyo, iilipstick kunye neziqholo ezinomda ophantsi wokwamkelwa kwabathengi, kwaye zinokudlulisela kwangoko amava okomfuziselo.

Yonke ibhrendi ijonge indlela entsha yokuphuma.Iimveliso zobuhle ezinexabiso eliphantsi kodwa zinokuba nengeniso ephezulu zisandula ukubamba “indawo yentlungu” yeemveliso ezininzi ezifuna ukukhula okutsha.

Ke, ngaba i-MLB, eqale ngeemveliso ezijikeleze iMajor League baseball, ingaba “lutshaba” lweempawu zodidi oluphezulu kwibala lobuhle?

Ulwazi loluntu lubonisa ukuba igama elipheleleyo le-MLB yi-Major League Baseball (i-Major League Baseball, emva koko ekubhekiselwa kuyo njenge-"Major League"), kodwa iimpahla ezinophawu lwe-MLB azithengiswa ngokuthe ngqo yiligi enkulu, kodwa zigunyaziswe ukuya kwisithathu. -inkampani yeqela ukuba isebenze, inkampani yaseMzantsi Korea edwelisiweyo yeF&F Group yenye yeenkampani ezigunyazisiweyo.

Ulwazi oluphambili lwe-akhawunti esemthethweni ye-MLB Beauty WeChat ibonisa ukuba inkampani yayo yokusebenza yi-Shanghai Fankou Cosmetics Trading Co., Ltd. (emva koku kuthiwa yi "Fankou Cosmetics").I-Fanko Cosmetics yinxalenye yeQela le-F&F e-China, elijongene ikakhulu nokuthengisa nokusebenza kobuhle beqela i-BANILA CO kunye ne-skin care brand ethi KU:S.

Izibalo zibonisa ukuba kwi-2005, iQela le-F & F lasungula i-BANILA CO, eyaziswa kwimarike yaseShayina ngo-2009. Njengemveliso yayo yeenkwenkwezi, i-Zero Cleansing Cream yayikade idume e-China.Nangona kunjalo, ngokuphelelwa ngamandla kwe-makeup yaseKorea, iBANILA CO yayingenayo imveliso entsha yeenkwenkwezi.Ngokwewebhusayithi esemthethweni ye-BANILA CO, izixhobo zayo zokubala ze-brand oda ngaphandle kwe-intanethi ziye zancitshiswa zaya kuma-25, ikakhulu kwizixeko ezikumgangatho wesithathu nowesine.Ngaxeshanye, i-KU:S isathengiswa kwilizwe laseTshayina ngokuwela imida ye-e-commerce, kwaye ayikayivuli imarike ngaphandle kweintanethi.

Kwimakethi yobuhle ekhuphisanayo yangoku, ngaba indlela yokuma i-MLB Beauty efuna ukuyidala yamkelwe ngabathengi?Kulo mba, uWu Daiqi, i-CEO ye-Shenzhen Siqisheng Co., Ltd., uthe kuyinto eqhelekileyo ukuba iimveliso zefashoni ziphuhlise imigca yobuhle.Ngokwesiqhelo iifashoni zinentsingiselo yenkcubeko kunye nezangqa zabantu, kwaye ziya kubandakanya iindidi ezininzi, njengempahla, iziqholo kunye nobuhle., izacholo, njl.njl

Ngokuphathelele ukuba abathengi banokuhlawula, ngokombono kaWu Daiqi, kuxhomekeke ngakumbi ukuba uphawu lunendawo ecacileyo kunye nendlela yokusebenza.“Ngokuphathelele kwi-MLB, ukungena kwishishini lobuhle kuneengenelo zako, oko kukuthi, inkcubeko yophawu olusekiweyo kunye namaqela athembekileyo;isiphene kukuba inkcubeko yebaseball yaseMelika isenokuba ‘ingafanelekanga’ eTshayina, okanye iyinxalenye yenkcubeko ye-niche, kwaye uhlobo lwayo lwe-makeup kunzima ukuba lube luphawu oludumileyo.”