Haglöfs matchsticks will be available for sale in Greater China; JOEONE staged the Kunpeng show at Paris Fashion Week; lululemon officially announced Jia Ling as the brand ambassador |

Consumption dynamics

Haglöfs matchsticks will be available in Greater China

In mid-June, Viva Lingyue, a Hong Kong-listed company, announced that its wholly-owned subsidiaries, Futuan Global Co., Ltd., and Lionrock Capital Aspire (HK) Limited will establish a joint venture to obtain the IP rights of the famous outdoor brand Haglöfs matchsticks, and introduce the brand into Greater China for marketing and sales. In fact, Extraordinary Lingyue and Lane Capital are closely related to Li Ning, the Olympic champion and founder of Li Ning Company. The actual controllers of Viva Lingyue are Li Ning and his family members, and Li Ning himself is the executive director, chairman of the board of directors and chief executive officer of Viva Lingyue. In December last year, Lane Capital acquired the entire stake in Haglöfs Matchsticks from ASICS Corporation. Founded in 1914, Haglöfs Matchsticks is one of Sweden's most famous outdoor brands, as a manufacturer and provider of outdoor products, with a full line of outdoor equipment, including apparel, shoes and accessories.

JOEONE staged a Kunpeng show at Paris Fashion Week

On June 19, JOEONE completed its third trip to Paris Fashion Week. With the theme of "Kunpeng Hitting the Waves", the 25 Spring/Summer series show of JOEONE was performed at the Paris Currency Museum. The five major brand spokespersons of JOEONE, Fan Chengcheng, Li Yunrui, Wei Daxun, Zhang Yunlong, and Zhu Yawen (in no particular order, in alphabetical order) also performed new works of the show, interpreting the timeless oriental style with a casual style, and helping to build momentum for the brand's big show. The new work of JOEONE's 2025 spring/summer show, inspired by "Zhuangzi Leisurely Travel", integrates the ancient mythical beast "Kunpeng" and the traditional Chinese pattern "Seawater River Cliff Pattern" into the modern design language, presenting the profound heritage and unlimited potential of Chinese culture to the world. It is reported that the series was jointly created by GEMMA LIU, R&D director of JOEONE, and Louis-Gabriel NUUCI, a well-known French designer, at the special moment of the 60th anniversary of the establishment of diplomatic relations between China and France.

The 33rd Summer Olympic Games, a global sports event, will also be held in Paris, and it is reported that as the official dress supplier of the Chinese sports delegation, JOEONE will also unveil the new dress for the Chinese team at the opening ceremony of the Paris Olympic Games. JOEONE seizes the opportunity for the national brand, takes the excellent traditional Chinese culture as the background, and constantly excavates, inherits and innovates, and will eventually take off like Kunpeng, so that the world can know, recognize and recognize the aesthetic creativity and quality strength of Chinese brands.

Yili laid out the non-alcoholic beverage track and launched 100% milk beer

A few days ago, Yili released 100% milk beer for non-alcoholic beverages. The product has been mass-produced on June 1 and will be distributed at the end of June, first on sale in offline channels in southwest China, covering traditional channels, catering, convenience stores, campus scenes, etc., priced at 5 yuan/bottle (300mL). It is understood that since the birth of Changyi 100% brand in 2015, it hopes to create higher quality and more diversified health products for consumers. Yili launched Changyi 100% milk beer this time, which wants to make a non-alcoholic beverage with emotional value, which is suitable for consumers to drink in business banquets, friends dinners, KTV and other scenarios. The product also achieves 0 fat, which is sweet and sour while tasting with lower burden, and adds Yili's own strain K56 to improve the intestinal environment and help you eat happily without burden. (More about Yili: Yili Health Valley is about to be put into production, how can 100 billion dairy enterprises tell a new story?) ）

Starbucks China membership system upgraded

On June 20, Starbucks China announced the upgrade of the My Starbucks Rewards membership system, breaking the circle for the first time and innovating the membership experience with Hilton Group, and adding Diamond Star membership levels for the first time. From now on, members of both Starbucks and Hilton can join each other's membership systems through their respective apps and other channels. Associated members may have the opportunity to earn double Earn Stars during their stay at selected Hilton hotels, at selected Starbucks stores and on online purchases. Starbucks Gold Star and Diamond Star members can enjoy benefits such as late check-out after receiving Hilton Silver Membership. In addition, after this upgrade, there are four membership levels of My Starbucks Rewards Club: Silver Star, Jade Star, Gold Star, and Diamond Star. When Diamond Star members use the "Coffee Express" service in designated stores, orders will be prioritized. (More about Starbucks: Starbucks founder talks about the Chinese market: growth is tempting, but it won't join the price war)

McDonald's China launched the "Good Chicken Without Cage" logo for the first time

On June 19, McDonald's China launched the "Good Chicken Without Cage" logo for the first time, allowing more consumers to understand the high-quality white feather chickens used by McDonald's, and further promoting high-quality, green white feather chicken breeding and regenerative agriculture practices. From now on, McDonald's China's Chicken Product Packaging and Online Ordering Channels will add the "Cage-free Good Chicken" logo, and more than 6,000 McDonald's restaurants across the country will also simultaneously launch the "Cage-free Good Chicken" limited placemat paper. McDonald's China CEO Zhang Jiayin said that "100% cage-free high-quality white feather chicken" is McDonald's efforts and persistence in entering Chinese mainland for more than 30 years, cage-free farming can enable white feather chickens to obtain greater activity and bring higher quality chicken.

闻献DOCUMENTS 上线香氛身体洗护系列空瓶回收计划

On June 19th, Wenxian DOCUMENTS officially announced the launch of the empty bottle recycling plan of the fragrance body care series: from now on, any fragrance body care products purchased through Wenxian's official channels can be brought to any Wenxian offline store for recycling after use. The brand will make relevant environmental protection treatment for the recycling bottles, and after the recycling is completed, you can get a 50 yuan cash voucher for fragrance cleaning and care products. It is understood that the bottle materials of Wenxian fragrance body care series products are made of marine recycled plastic certified by OBP (Seabound Plastics). The brand wants to be as enduring as its scent and as contributing to a better planet.

Bosideng and Harbin officially reached a strategic cooperation

On June 16, the signing ceremony of China Central Radio and Television's "National Tide City" and Harbin brand release event with the theme of "Ice City Summer Capital Rejuvenated" was held in Harbin. Harbin became the first city brand to sign a contract with the "National Tide City" of the main station. The Harbin Municipal People's Government signed a strategic cooperation agreement with Bosideng Group, and released the "Bosideng &× Erbin" joint series of fashion shows, achieving the "Frozen" of the national tide city leading the national brand with a high position, a high starting point and all-round strategic cooperation. It is reported that the "Erbin" series is a full range of ski equipment customized by Bosideng and Harbin through in-depth cooperation, and this time the classic ski series is combined with the most representative ice and snow culture and ice and snow tourism in Harbin to create a full range of ski equipment of the "Erbin" series that integrates the genes of Harbin's "Ice and Snow City", showing the brand background of Bosideng's eternal innovation and transcendence, and always striving for the first. (More about Bosideng: Behind the 13-hour departure to Gansu, Bosideng's "warm" road)

Bean Star Overseas First Store Landed in Europe

On June 18, Bean Star announced that its first overseas store would land in Italy, and launched Italy-limited drinks, including liquid tiramisu latte, rose estate cheese latte, super lemon pie latte and other products. It is understood that the brand's next step is to lay out the Southeast Asian market. At the same time, the brand expects to exceed 500 stores by the end of 2024. (More about Bean Star Coffee: Will Suzhou be the next "Little Shanghai" in the coffee industry?) |New Consumption Observation)

Dongfang selected its own products to announce the report card for the first time, with a GMV of more than 3.6 billion yuan in half a year, a year-on-year increase of more than 108%

On the afternoon of June 19, Dongfang Selection held a self-operated new product launch conference in Beijing, and disclosed the performance growth of self-operated products to the outside world for the first time. According to Dongfang Selection, in the second half of the fiscal year 2024 (December 2023 to May 2024), the GMV of Dongfang Selection's self-operated products exceeded 3.6 billion yuan, a year-on-year increase of 108% and a month-on-month increase of 74%. Up to now, the total number of self-operated products selected by Dongfang has exceeded 400, and the number on sale has reached 260 in the same period, and more than 100 products have ranked among the top three on the Douyin product list. After more than two years of development, Dongfang Selection's self-operated products have exceeded 100 million orders on Douyin, and Dongfang Selection has become the only product brand on the Douyin platform with sales exceeding 100 million orders. In terms of GMV, Dongfang Selection is the only food brand among the top 20 stores on Douyin, ranking first in the food industry.

Taobao Tmall announced 618 data, and 365 brands exceeded 100 million yuan in Tmall 618

Taobao Tmall data shows that as of 24 o'clock on June 18, 365 brands have exceeded 100 million yuan in Tmall 618, and more than 36,000 brands have doubled. Under Taobao's 10 billion subsidy activities, the overall transaction value increased by 550% year-on-year, of which 3C digital increased by 878% year-on-year, small household appliances increased by more than 800%, and fresh food increased by 549%. In terms of the performance of the live broadcast room, Taobao has also achieved new growth. During the 618 period this year, the number of live broadcast rooms with Taobao turnover exceeding 100 million increased by 53% year-on-year, including 34 live broadcast rooms with more than 100 million yuan and 47 live broadcast rooms with more than 100 million stores. In comparison, during the Double 11 period in 2023, the number of live broadcast rooms with Taobao turnover exceeding 100 million yuan will only be 58, and the number of live broadcasts of stores exceeding 100 million yuan will only be 38.

What's new

Yuanqi Forest Burning Tea launched a new sugar-free tea product "Special Burning Shengpu'er Tea"

Genki Forest Burning Tea recently launched a new sugar-free tea product "Special Burning Shengpu'er Tea", which is now available for sale in 48 Sam's Club stores across the country. It is understood that "Special Burn" uses raw Pu'er tea with higher natural tea polyphenol content and richer tea active ingredients as raw materials, combined with the industry-leading extraction and aseptic cold canning process of Yuanqi Forest Group, to achieve a refreshing and non-bitter taste while containing high tea polyphenols, so that raw Pu'er tea can also be palatable, delicious and suitable for public users. (About Yuanqi Forest, more content review: Yuanqi Forest Tang Binsen issued an internal letter: Believe in partners, believe in products, believe in management|Titanium Media Exclusive)

Creative marketing

lululemon宣布贾玲出任lululemon品牌大使

On June 20, lululemon officially announced that Chinese director, actress and screenwriter Jia Ling will be the brand ambassador of lululemon, and jointly launch the brand's iconic annual community event, the Summer Fun Challenge, to encourage more people to devote themselves to sports and feel better in the connection of fun and sweat. "This summer, lululemon composed a sweaty 'music' for the 'Summer Music Challenge', inspired by the TABATA music that is commonly found in training sessions. It is believed that the addition of Jia Ling will further ignite the summer 'music' chapter of national fitness and call on more people to feel the positive changes brought by sports. ”

Manner X Porsche launches the co-branded series

On June 19th, Manner cooperated with Porsche to launch a new iced Portuguese tonic American, which combines grape aroma with nutty flavor, and exudes a fuller and sweeter flavor with the blessing of iced tonics. In addition, the two sides have also launched 60,000 co-branded canvas bags, which are currently on the market.

SALOMON萨洛蒙 × The Art of the Automobile 推出全新联名鞋款

On June 20th, Salomon partnered with L'Art De L'Automobile to launch the new SPEEDCROSS 3 KAR / L' ART and XT-4 OG KAR / L' ART. Drawing inspiration from iconic sports cars from the '90s, the collection showcases the unique charm of motorsport culture, while retaining the classic elements of the Salomon shoes, a nod to the great spirit of racing. L'art de l'automobile means "the art of the car" in Chinese and is a lifestyle fashion brand founded by Arthur Kar, a famous car dealer.

Investment and financing news

Liquor brand Xiaofu Brothers closed a $55 million Series A funding round

Recently, Guangxi Jiamei Liquor Trading Co., Ltd.'s brand "Xiaofu Brother" received $55 million in Series A financing, which was exclusively invested by Bond Capital. The funds are mainly used for the research and development of new products and brand building. Brother Xiaofu is a liquor operation company of the industrial Internet, and is a comprehensive cultural and creative liquor brand integrating R&D, production and sales.

"DeepLink", a digital marketing platform for overseas talents, received millions of yuan in angel round financing

DeepLink, a digital marketing platform for overseas talents, has recently received millions of yuan in angel round financing, and the investors are industry professionals. This round of financing will be used for R&D investment and team expansion. In content marketing, influencer marketing has become an important part of the overseas brand deployment strategy. Platforms led by TikTok, Instagram, Amazon, and Youtube have driven strong growth in native short video content. Founded in 2021, DeepLink has more than 20% coverage of DeepLink among the top 100 overseas brands in China, such as Anker Innovations, Aoji Technology, Saiwei Times, Starlink, etc.