Recently, the self-proclaimed "official fashion partner of the Chinese national diving team" was ridiculed by the group, and netizens said, "The clothes are too ugly, and the temperament of spokespersons such as Quan Hongchan and Chen Yuxi does not match at all, discrediting the image of the diving team." ”
Every time the editor (nbdnews) saw that the brand's social media account uploaded a number of advertisements shot by female members of the national diving team, in several promotional videos with relatively high playbacks, Quan Hongchan and Chen Yuxi wore "Little Fragrance" vests with jeans, and were complained by netizens "It's good, Quan Hongchan used to just dive, and I feel like I can sing mountain songs when I wear your clothes", and there is also a comment that has received more than 10,000 likes as "The photographers and stylists of this company all have to be changed".
Quan Hongchan and Chen Yuxi wore "Little Fragrance" vests. Photo/Taro Ting Clothing social media account
The one-year-old domestic women's clothing was ridiculed by the group after asking Quan Hongchan to endorse it
invited star athletes such as Quan Hongchan to make endorsements, but netizens complained that the clothes were "too ugly". Recently, a domestic women's clothing company, Taro Ting Clothing, has attracted attention on social media.
Netizen comments
According to the enterprise investigation, Taro Ting Clothing is Shanghai Taro Ting Clothing Co., Ltd. (hereinafter referred to as "Taro Ting Clothing"), the company was registered in October 2022 with a registered capital of 2 million yuan, registered in Fengxian District, Shanghai, and held by three individual shareholders: Hu Kaigang, Sun Zhichao, and Chen Yongji. Among them, Sun Zhichao holds 30% of the shares and is a non-controlling shareholder and the company's legal representative. The 2022 annual report shows that the number of insured people in the company is 0.
Less than half a year after its establishment, in March 2023, its social media account officially announced that it had become the "official fashion partner of the Chinese national diving team", and the first post published was a video of the five female members of the national diving team greeting and shooting a commercial.
The first post of Taro Garden's clothing. Photo/Social Media
At present, Taro Ting Clothing has settled in Xiaohongshu, Douyin, WeChat video account and other platforms, mainly using short videos for marketing and promotion, and Douyin is its only online sales channel.
As of press time, the SuCi brand Douyin store shows that the sales volume of most of the products in its store is 0. The price range of the product is mainly between 200-2000 yuan (there is a bottoming vest is 99 yuan), and the total sales volume is 531. The "Little Fragrance" vest and black leather vest worn by the aforementioned Quan Hongchan are priced at 780 yuan and 1380 yuan respectively. Of these two products, only 1 black leather vest was sold, and the sales volume of "Little Fragrance" was 0.
The total sales volume of Taro Garden clothing was 531 pieces. Picture/An online shopping platform
According to Jiupai News, in addition to the low sales, the brand's promotional copy on social media has also been criticized.
The promotional copy was accused of PUA and micro-business. Photo/Social Media
According to a report by Jiemian News on November 16, the reporter called the company's contact number, but the other party refused to be interviewed on the grounds of "temporary inconvenience". It is worth noting that the voice of the call before it was answered manually showed "Luerman Fur Ltd". According to the enterprise investigation, Tongxiang Luerman Fur Co., Ltd. also has a shareholder named Sun Zhichao.
According to the company's investigation, in the half year from October 2022 to March 2023, Taro Ting Clothing applied for the registration of nearly 30 trademarks. In addition to the SuCi brand name and logo, it also includes a number of trademarks such as "Xixi Susu", "Xixi Susu", and "CICI&SUSU".
Taro Court Clothing, which was established less than half a year ago
How to sign Quan Hongchan?
In several videos posted on its official account, the brand's founder Yingqi introduced that the brand name launched by Taro Ting Clothing is SuCi, and SuCi is the English name of her daughter Suting. The brand was officially unveiled on March 3, 2023.
How did he sign the national team as an endorsement in less than half a year after its establishment? According to Jiupai News, Yingqi, the manager of Taro Ting Clothing, answered this question in the promotional video released by the official account.
One day she happened to see the future trend and new business model that Mr. Zhang Qi said, one of which is the need for traffic, so she chose to cooperate with the Chinese national diving team.
However, the approval of the national team endorsement is very strict, and as a new company, it has come up with a lot of evidence to prove that it is not a new company, but a new branch of an old company that has been operating for decades, and finally signed this contract.
She also told in the video why she chose the Chinese national diving team instead of a celebrity Internet celebrity with a lot of traffic, "Whether it is an Internet celebrity or a celebrity, their positive energy is not as good as these children who have won glory for the country." ”
She said that this brand was created for her daughter, and she hopes that her daughter can have a positive ideological outlook.
Fashion brand and Chinese star athletes
or the cooperation of sports teams is not uncommon
In December 2019, the General Administration of Sport of China repealed some normative documents, including relevant regulations on the management of commercial activities of national team athletes, which lifted some restrictions on the commercial cooperation of athletes.
As of July 2023, three types of endorsements, including beauty, fashion and luxury, accounted for 21% of endorsements for female athletes and 16% for male athletes, according to statistics from the Beijing News on the endorsements of 20 Chinese athletes.
Successful cooperation is usually a win-win. On the one hand, Chinese athletes usually have a higher degree of nationalism, but a lower degree of commercialization. By partnering with them, brands can both expand their influence and win goodwill, because the selection of Chinese athletes is also considered to some extent to support China's sports cause.
For Chinese athletes, who are generally not as commercially available as overseas athletes, the partnership with brands, especially high-end brands, shows that their commercial value is recognized, and the resulting exposure can also promote public attention to athletes and the sporting event itself.
In July 2023, Prada officially announced that it will become the official partner of the Chinese women's national football team, which is a case that has been particularly out of the circle recently.
But the partnership between brands and athletes is sometimes "evenly matched". If the brand itself is difficult to gain public recognition, it may backfire by inviting top athletes to endorse it.
Editor|Cheng Peng, Du Hengfeng
Proofreading|Zhao Qing
Cover image source: screenshot
The daily economic news is integrated from the interface news, Jiupai news, and the Beijing News
National Business Daily