您现在的位置: 纽约时报中英文网 >> 华尔街日报中英文版 >> 时尚 >> 正文

韩星照耀中国娱乐业

更新时间:2014-3-21 13:56:05 来源:华尔街日报中文网 作者:佚名

Luxury Brands Look to South Korea for China Sales Boost
韩星照耀中国娱乐业

To succeed in China, luxury brands are getting help from South Korea.

Korean style, from viral K-Pop videos to fried chicken, is all the rage in China and brands are increasingly using it to reach Chinese consumers.

The likes of Chanel, Gucci and Louis Vuitton have used product placement in Korean TV dramas to broaden their appeal to young consumers. The draw of Korean shows is so strong that Chinese producers are trying to make them, complete with Korean actors, so they can fill the sets with Chinese brands.

Korean sitcoms are particularly appealing to the fashion-obsessed young Chinese consumers. Since Korean drama 'My Love from the Star' raked in 34 million viewers in January, Celine dresses and Jimmy Choo shoes worn by Korean actress Jun Ji-hyun have seen big spikes in sales. More affordable items such as lipstick and hairbands are also selling well. The series even sparked a fried chicken and beer craze in China.

The impact has surprised marketers. Leo Suh, Samsonite's 1910. president of Asia and former Korea country manager, selected actor Kim Soo-hyun to endorse a new leather backpack partly because 'My Love from the Star' was airing at the time of the product's launch. After Mr. Kim wore the backpack in one episode, Chinese customers swarmed to stores with pictures of him on their phones. Sales of the entire backpack line took off, tripling in February from the same month last year.

Samsonite expects full-year sales of its backpacks in Asia to double to $60 million in 2014. Associating with young Korean stars has rejuvenated the 100-year old company and made it more glamorous, says Mr. Suh.

The rise of Korean pop culture isn't new. The term Korean Wave was coined by Chinese journalists in 1999 to describe the growing appetite for Korean culture exports. But Korean TV dramas have only flexed their commercial muscle recently. Executives at Coach Inc., the American leather goods company, lamented privately that they found out about the hit show 'My Love from The Star' too late and missed a product placement opportunity.

Korean dramas help fill a void of high quality original content in China. Despite Beijing's stated goal of developing a culture industry in its five-year plan, the entertainment industry remains relatively immature. The most popular shows mostly come from abroad.

Luxury brands often prefer Korean actors because they are cheaper to sponsor than Chinese and Hollywood stars. Still, big brands like Louis Vuitton and Samsonite didn't pay to place their products in 'My Love from the Star' because the show, eager to engage style-conscious young viewers, wanted them anyway.

Korean stars also have regional appeal. When LVMH MC. does a promotion in Greater China, it sometimes has to pick three different people for the mainland, Hong Kong and Taiwan. But Korean celebrities are well recognized from Singapore to Vietnam.

Yet the Korean wave is a double edge sword for big brands. Along with Korean pop culture, the country's cosmetics and fashion brands are increasingly popular, bringing new competition to global brands. Este Lauder blamed its sales fall in Korea last year partly on competition from domestic brands there, and Chinese consumers now go on tours to Seoul for the local fashion, and plastic surgery.

Despite these challenges in the Korean market, foreign companies need to stay there because of its influence over the rest of Asia. In September, spirits maker Diageo DGE.LN +0.08% opened a luxury 'Johnnie Walker House' store in Seoul. Korea is a big whiskey market, but Diageo didn't build a six-floor store just for locals. 'Korea is an influencer for luxury items and lifestyle experiences,' said James Lee, head of Johnnie Walker House Seoul. 'By investing in Korea, we are impacting consumers across Asia Pacific.'

从韩国流行音乐到炸鸡,韩国风在中国大地风靡一时,各大品牌越来越希望通过韩流来影响中国消费者。

为了加强对年轻消费者的吸引力,一些顶级奢侈品品牌,例如香奈儿(Chanel)、古驰(Gucci)和路易威登(Louis Vuitton),都在韩剧中加入植入式广告。韩剧的非凡魅力促使一些中国制片人尝试找韩国剧本,启用韩国明星自己拍摄,目的是在剧中植入中国本土的品牌。

韩国电视剧对于热衷时尚的年轻消费者尤其有魅力。艾瑞咨询集团数据显示,韩剧《来自星星的你》1月份覆盖人数达3,400万人。韩国女星全智贤所穿的Celine品牌服装以及Jimmy Choo品牌女鞋销量大增。而唇膏和?带等更多人们消费得起的产品更是变得供不应求。这部浪漫喜剧甚至还在中国掀起了一波炸鸡热和啤酒热。

该剧的影响超过了营销人士的预期。新秀丽(Samsonite)亚洲执行副总裁徐富锡选用金秀贤代言旗下高端真皮双肩背包,部分原因是该包上市之际和“星星”播出时间互相匹配。金秀贤在其中一集背上了这个包后,中国消费者蜂拥至专卖店,向店员显示手机中存着的明星照,点名要买他背的包。这部韩剧带动了整个双肩背包系列产品的销量,使得今年2月份的销量较上年同期增长了两倍。新秀丽预计2014年双肩背包的销售额将翻倍至6,000万美元。徐富锡表示,这部韩剧让这个百年历史的老品牌焕发出青春魅力。

韩国流行文化的兴起并不新鲜,中国媒体在1999年就用“哈韩”一词来描述中国人对韩国外来文化与日俱增的兴趣。韩剧十年前就已经在亚洲十分流行,但最近可能由于题材从古装剧朝现代生活发展,韩剧展现出其超强的商业影响力。皮包品牌蔻驰(Coach)中国的一位市场人士遗憾地说,等到发现“星星”对品牌的作用已经晚了。

韩剧填补了中国缺乏原创的空白。尽管中国提出了要发展文化产业的目标,但中国的娱乐业依然相对不发达。中国最流行的影视剧多数靠进口。

奢侈品品牌之所以青睐韩星,还有一个原因是因为对赞助方而言费用稍低。路易威登和新秀丽等大品牌无需付费,就可以让明星们在《来自星星的你》这部剧中使用其产品,因为制片方也需要这些漂亮的包装来吸引对时尚敏感的年轻观众。很多韩星还处于刚刚出道时期,较之聘请好莱坞明星和中国明星,聘请这类韩星的费用相对较低。新秀丽就表示,聘请26岁韩星金秀贤的费用远远不及58岁中国名演员陈道明的出场费。

相对中国明星,韩星还具有更大的区域影响力。例如,路易威登在大中华地区搞促销之际,往往需要从中国大陆、香港和台湾选用三位不同的名人。不过在从新加坡到越南的广大亚洲市场,韩星的认可度非常高。

然而,对大品牌而言,韩流也是一柄双刃剑。伴随着韩国流行文化,韩国动漫和韩国时尚品牌也都变得更酷更受欢迎,这使中国品牌面临着新的竞争格局。化妆品公司雅诗兰黛(Estee Lauder)将公司去年在韩国的销售下降,部分归因于韩国国内品牌的竞争,如今中国消费者流行去首尔购买时尚品牌、化妆品,或者做整容手术。

尽管韩国市场竞争激烈,但外国品牌有必要在韩国继续投资,因为韩流继续引领亚洲时尚和娱乐业。去年9月份,英国的洋酒公司帝亚吉欧(Diageo)在首尔开设了一家奢侈的苏格兰威士忌体验店Johnnie Walk House。韩国本身是一个巨大的威士忌市场,但这座六层的体验店恐怕不只是为韩国当地人建的。Johnnie Walker House首尔店的负责人James Lee表示,韩国在奢侈品和生活时尚方面具有引领作用,所以投资韩国可以影响到整个亚太地区的消费者。

本文版权归道琼斯公司所有,未经许可不得翻译或转载。

相关文章列表