{"id":48368,"date":"2020-06-26T16:21:16","date_gmt":"2020-06-26T16:21:16","guid":{"rendered":"https:\/\/chinesetouristagency.com\/?p=48368"},"modified":"2020-06-14T16:38:58","modified_gmt":"2020-06-14T16:38:58","slug":"how-brands-in-china-choose-their-brand-ambassador","status":"publish","type":"post","link":"https:\/\/chinesetouristagency.com\/how-brands-in-china-choose-their-brand-ambassador\/","title":{"rendered":"How Brands in China choose their brand ambassador?"},"content":{"rendered":"<p><span style=\"color: #000000;\">Today we will focus on one case study, a Chinese KOL and a cosmetics Top Brand.\u00a0 When key brands such as<a href=\"https:\/\/www.youtube.com\/watch?v=9gGezEFKRbo\" target=\"_blank\" rel=\"noopener\"> Est\u00e9e Lauder<\/a> appoint a new Chinese brand ambassador, they should be watched closely, as this is likely to have an impact on the competitive luxury landscape.<\/span><\/p>\n<p><span style=\"color: #000000;\">But this initiative seems to be even more crucial than usual.<\/span><\/p>\n<p><span style=\"color: #000000;\">Indeed, even if Li Xian looks like the latest idol of the &#8220;little fresh meat&#8221;, it is symbolically much more than that.<\/span><\/p>\n<p><span style=\"color: #000000;\">Many say he embodies a new conception of masculinity, both in terms of aesthetics and rising values.<\/span><\/p>\n<p><span style=\"color: #000000;\">By understanding this new appeal, brands can better articulate how they want to leverage the power of celebrities in China and engage more with the country&#8217;s younger generations.<\/span><\/p>\n<p><span style=\"color: #000000;\">Focus on this new Kol <a style=\"color: #000000;\" href=\"https:\/\/en.wikipedia.org\/wiki\/Li_Xian_(actor)\" target=\"_blank\" rel=\"noopener\">Li Xian<\/a> and what it brings again<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\"><strong>Who&#8217;s Li Xian?<\/strong><\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>A classic boyfriend with a touch of fantasy<\/strong><\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>The &#8220;current boyfriend&#8221; who stands out&#8230;<\/strong><\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>National identity at the forefront<\/strong><\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>The story of Li Xian<\/strong><\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>Why brands should care<\/strong><\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span style=\"color: #000000;\">I. Who&#8217;s Li Xian?<\/span><\/h2>\n<p><span style=\"color: #000000;\">Although Li Xian&#8217;s fame has recently exploded, the 27-year-old actor, who has gathered more than 19 million fans on Weibo, is not new to the scene.<\/span><\/p>\n<p><span style=\"color: #000000;\">He has been playing since 2011, but his popularity began to soar when his TV series &#8220;Go Go Squid!&#8221; aired nationally.<\/span><\/p>\n<p><span style=\"color: #000000;\">This series is a typical romantic drama with popular actress Yang Zi, and it became one of the best series in July (and, according to Iqiyi, the second most popular series after last year&#8217;s mega-hit &#8220;Story of Yanxi Palace&#8221;).<\/span><br \/>\n<span style=\"color: #000000;\">\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/3ivDc2ZDDJk\" width=\"883\" height=\"471\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><br \/>\n<span style=\"color: #000000;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"color: #000000;\">II. A classic boyfriend with a touch of fantasy<\/span><\/h2>\n<p><span style=\"color: #000000;\">In the drama, Li Xian<a href=\"https:\/\/chinesetouristagency.com\/online-reputation-management\/\"> plays the role of a professional<\/a> video player\/security specialist as well as the typically masculine and romantic lead role: dominating and intelligent (but introverted) but with a sensitive point for his love interest.<\/span><\/p>\n<p><span style=\"color: #000000;\">Although he embodies all the classic expectations of a Chinese boyfriend (responsible, protective, loyal), his character is also very respectful of his girlfriend&#8217;s achievements and freedoms (she is a top AI student, <a href=\"https:\/\/www.4hoteliers.com\/features\/article\/9167\" target=\"_blank\" rel=\"noopener\">a leading social media<\/a> singer, and financially independent, even offering to support him).<\/span><\/p>\n<p><span style=\"color: #000000;\">In short, Xian&#8217;s character is the perfect balance between traditional and modern masculinity.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-48537\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china-LI-Xian.png\" alt=\"\" width=\"439\" height=\"602\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china-LI-Xian.png 439w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china-LI-Xian-219x300.png 219w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china-LI-Xian-150x206.png 150w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china-LI-Xian-250x343.png 250w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china-LI-Xian-350x480.png 350w\" sizes=\"auto, (max-width: 439px) 100vw, 439px\" \/><\/p>\n<h2><span style=\"color: #000000;\">III. The &#8220;current boyfriend&#8221; who stands out<\/span><\/h2>\n<p><span style=\"color: #000000;\">In September, Li Xian won GQ&#8217;s Popular Actor of the Year award and has since gained a lot of notoriety.<\/span><\/p>\n<p><span style=\"color: #000000;\">He has been nicknamed &#8220;current boyfriend&#8221; by his Chinese fans and is now one of the few celebrities that almost all luxury brands are dying to work with.<\/span><\/p>\n<p><span style=\"color: #000000;\">Although he looks like many of the typical &#8220;fresh meat&#8221; idols, he is different from names like Cai Xu Kun (Prada), Fan Cheng Cheng (Fenty Beauty), Wang Yi Bo (Shu Emura), and Jackson Wang (Armani).<\/span><\/p>\n<p><span style=\"color: #000000;\">Why is that? Because his &#8220;look&#8221; and his past are not from Korean entertainment.<\/span><\/p>\n<p><span style=\"color: #000000;\">First of all, he is first and foremost an actor, not a mix of rapper\/dancer\/model\/actor like many trained Korean <a href=\"https:\/\/chinesetouristagency.com\/golden-age-chinese-social-media-influencers-kol\/\">idols<\/a> who make their debut on television.<\/span><\/p>\n<p><span style=\"color: #000000;\">Second, his look is not built around the usual standards of Korean entertainment: He does not wear heavy makeup (lipstick or visible eye shadow), earrings, or dyed hair, and he has a more traditionally masculine look.<\/span><\/p>\n<p><span style=\"color: #000000;\">As Mingyue, a 19-year-old student, says, &#8220;Li Xian is more masculine and will be more easily accepted by as many [people in China] as possible.<\/span><\/p>\n<p><span style=\"color: #000000;\">On social media, fans are enthusiastic about his good looks, but give him even more credit for his authenticity and sincerity, which is a far cry from the usual polite idols.<\/span><\/p>\n<p><span style=\"color: #000000;\">And as a <a href=\"https:\/\/www.facebook.com\/LiXianPH\/posts\/384509905539741\/\" target=\"_blank\" rel=\"noopener\">male<\/a> figure in a country that many say is going through a &#8220;crisis of masculinity&#8221;, Xian could find himself in a position of strength.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-48539\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china.png\" alt=\"\" width=\"556\" height=\"397\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china.png 556w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china-300x214.png 300w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china-150x107.png 150w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china-250x179.png 250w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china-350x250.png 350w\" sizes=\"auto, (max-width: 556px) 100vw, 556px\" \/><\/p>\n<h2><span style=\"color: #000000;\">IV. National identity at the forefront<\/span><\/h2>\n<p><span style=\"color: #000000;\">Young Chinese people today have a very strong sense of national identity.<\/span><\/p>\n<p><span style=\"color: #000000;\">Images bearing the slogan &#8220;I love you, China&#8221; flourished on social media before and during the 70th anniversary of the People&#8217;s Republic of China, which took place on 1 October.<\/span><\/p>\n<p><span style=\"color: #000000;\">Since 2006, China&#8217;s contribution to global growth has been around 30 percent, more than most developed countries combined.<\/span><\/p>\n<p><span style=\"color: #000000;\">In this context, it is not surprising that the majority of young people are proud of their country.<\/span><\/p>\n<p><span style=\"color: #000000;\">In &#8220;Go Go Squid!&#8221;, Li Xian is a patriotic entrepreneur whose dream is to lead China to victory on the international professional gaming scene.<\/span><\/p>\n<p><span style=\"color: #000000;\">When his team wins first place in such a competition, he is quick to hoist the Chinese flag.<\/span><\/p>\n<p><span style=\"color: #000000;\">The success of &#8220;Go Go Squid!&#8221; is as much due to the collective feelings of the Chinese for their country as it is to the romantic story. source <a href=\"https:\/\/jingdaily.com\/chinas-changing-masculinity-propels-a-brand-new-idol\/\" target=\"_blank\" rel=\"noopener\">jingdaily<\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"color: #000000;\">V. The story of Li Xian<\/span><\/h2>\n<p><span style=\"color: #000000;\">Li Xian was an overweight child who became extremely fit, and he is also an ambassador for Keep, a popular sports application for young people in China.<\/span><\/p>\n<p><span style=\"color: #000000;\">He is also one of the coaches of the new reality TV show \u54ce\u5440\u597d\u7684\u8eab\u6750 (loosely translated as &#8220;omg, what a body&#8221;), in which he trains ordinary people to become fit and healthy.<\/span><\/p>\n<p><span style=\"color: #000000;\">Fitness is not only a major trend among China&#8217;s young people and their new standards of beauty, it has even become a national priority now that the government has issued detailed guidelines as part of a nationwide program to enroll 40 million Chinese in regular exercise programs by 2030.<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/MfHpAR99W7s\" width=\"783\" height=\"471\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><br \/>\n&nbsp;<\/p>\n<h2><span style=\"color: #000000;\">VI. Why brands should care about this new trend<\/span><\/h2>\n<p><span style=\"color: #000000;\">Many brands such as Dolce &amp; Gabbana or Versace saw their business in China damaged because they did not understand the current Chinese culture.<\/span><\/p>\n<p><span style=\"color: #000000;\">So appointing the right spokesperson is not simply a matter of choosing the hottest &#8220;fresh meat&#8221; on the market.<\/span><\/p>\n<p><span style=\"color: #000000;\">It is about showing that a brand understands the aspirations of the young Chinese consumers it targets.<\/span><\/p>\n<p><span style=\"color: #000000;\">They need to choose the right ambassador not only for his or her appearance but also for the values he or she represents.<\/span><\/p>\n<p><span style=\"color: #000000;\">Li Xian&#8217;s popularity may fluctuate over time, but the values, beliefs, and aspirations he stands for &#8211; entrepreneurship, consideration for independent women, patriotism, fitness, authenticity, and discipline &#8211; will continue to exist for a long time to come.<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/groups\/493291667511559\/\" target=\"_blank\" rel=\"noopener\">Join this group to follow trend\u00a0<\/a><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"color: #000000;\">Sumup<\/span><\/h4>\n<p><span style=\"color: #000000;\">The search for a <a href=\"https:\/\/chinesetouristagency.com\/kol\/\">KOL <\/a>for the luxury industry is no longer limited to the mere image but to what the person represents.<\/span><\/p>\n<p><span style=\"color: #000000;\">It is now necessary to soak up the spirit of young Chinese people in order to find opportunities for growth and to optimize commitment.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>If you need to do a KOL campaign in China we can help you<\/h3>\n<p><a href=\"http:\/\/fashionchinaagency.com\/influencers-kol-stars-agency-china\/\" target=\"_blank\" rel=\"noopener\">Contact our agency , see our service<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-48542\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/fashion-China-agency-KOL.png\" alt=\"\" width=\"1478\" height=\"596\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/fashion-China-agency-KOL.png 1478w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/fashion-China-agency-KOL-300x121.png 300w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/fashion-China-agency-KOL-1024x413.png 1024w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/fashion-China-agency-KOL-768x310.png 768w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/fashion-China-agency-KOL-150x60.png 150w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/fashion-China-agency-KOL-250x101.png 250w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/fashion-China-agency-KOL-350x141.png 350w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/fashion-China-agency-KOL-1080x436.png 1080w\" sizes=\"auto, (max-width: 1478px) 100vw, 1478px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today we will focus on one case study, a Chinese KOL and a cosmetics Top Brand.\u00a0 When key brands such as Est\u00e9e Lauder appoint a new Chinese brand ambassador, they should be watched closely, as this is likely to have an impact on the competitive luxury landscape. But this initiative seems to be even more&#8230;<\/p>\n","protected":false},"author":11,"featured_media":48538,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"jetpack_post_was_ever_published":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[471,495],"tags":[],"class_list":["post-48368","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-kol"],"acf":[],"jetpack_featured_media_url":"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2020\/06\/KOL-china.jpg","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p67DXD-cA8","_links":{"self":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/48368","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/comments?post=48368"}],"version-history":[{"count":3,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/48368\/revisions"}],"predecessor-version":[{"id":48543,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/48368\/revisions\/48543"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/media\/48538"}],"wp:attachment":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/media?parent=48368"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/categories?post=48368"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/tags?post=48368"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}