In a remarkable display of influencer marketing, a Chinese KOL known as 'High-end sister' has sold over 1.12 million pairs of men's trousers on Douyin, leveraging a strategy centered around 'emotional value'. Her immersive live-streams resonate with male customers' aspirations, showcasing her products in high-end settings and utilizing stunts to highlight their features. Priced at 158 yuan (approximately US$22), her trousers generated estimated sales between 4.35 million yuan (US$615,000) and 8.75 million yuan in July alone. Operating multiple accounts, with KaLanFort High-end being the most popular, she has amassed over 800,000 followers. However, reactions to her content are mixed; while some viewers praise her style and marketing approach, others criticize it for pandering to the male gaze. [992558a2]
This trend of emotional marketing aligns with the broader narrative of premium brands thriving in China's economic landscape, as seen with Lululemon and Arc'teryx, which are also capitalizing on the desire for high-quality, status-driven products. Lululemon reported a 34% year-on-year increase in net revenue in China, while Arc'teryx achieved a 54% growth in the same period. These brands are successfully navigating a challenging market, where luxury items continue to attract consumers despite a general spending downturn. [11cc3e77]
In contrast, Lululemon faces stiff competition in North America, where its growth rate has slowed significantly. The National Retail Federation has projected modest growth in consumer spending, highlighting ongoing concerns about inflation and interest rates. As the market evolves, brands must adapt to changing consumer preferences, such as the rising popularity of wide-leg pants, which has impacted Lululemon's signature leggings. [768c0db2]