{"id":4017,"date":"2021-09-07T12:25:31","date_gmt":"2021-09-07T04:25:31","guid":{"rendered":"https:\/\/www.cherry-insights.com\/media\/?p=4017"},"modified":"2023-05-23T16:14:24","modified_gmt":"2023-05-23T08:14:24","slug":"can-fashion-brands-find-their-groove-in-chinas-street-dance-scene","status":"publish","type":"post","link":"https:\/\/www.cherry-insights.com\/media\/?p=4017","title":{"rendered":"Can Fashion Brands Find Their Groove in China\u2019s Street Dance Scene?"},"content":{"rendered":"\n
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China\u2019s biggest dance show, Street Dance of China, is winning more fans in its fourth season. Could this become luxury fashion\u2019s new battleground? Photo: Street Dance of China’s Weibo<\/p>\n\n\n\n

Key Takeaways:<\/strong><\/p>\n\n\n\n

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Street Dance of China<\/em> is the Chinese reality show with the highest commercial value in 2021 so far, attracting nearly 30 brand sponsors across the fashion, beauty, and FMCG industries.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Although luxury brands still haven\u2019t officially sponsored Chinese reality shows, global names like Calvin Klein and Burberry have found ways to tap Street Dance of China\u2019s<\/em> boom through co-branding.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Street dancers make promising KOLs as they not only embody creativity and discipline but also align with China\u2019s plans to showcase breakdancing ahead of the 2024 Olympics.<\/p>\n<\/div>\n<\/div>\n\n\n\n

With global dance battles on pause during the pandemic, all eyes have pivoted to China. On August 14, the competition show Street Dance of China<\/em> returned for a fourth season, inviting professional dancers from around the world to duke it out for the championship title. Aired on Youku and YouTube, the premiere peaked at 4.63 million views<\/a> \u2014 a new record for Chinese variety programs in 2021 \u2014 and reached fans in over 100 countries<\/a>.<\/p>\n\n\n\n

This warm reception was no surprise given the star power of the show\u2019s four team captains, including The Untamed <\/em>actor Wang Yibo and EXO\u2019s Lay Zhang. The competitors also come with impressive credentials; in fact, it\u2019s hard to find a cast member who isn\u2019t already a world champion. From Japanese locking legends the GOGO Brothers and Hilty & Bosch to the French hip-hop king Bouboo, the new season has been likened to an NBA all-star game<\/a>, with 100 international talents waacking, b-boying, and krumping their way to the top.<\/p>\n\n\n\n

But Street Dance of China<\/em> isn\u2019t just about showing off fresh moves \u2014 it\u2019s also about serving fierce looks. As a testament to its fashion influence, Youku\u2019s dance program even launched its own streetwear brand, SDC, in 2020. When the new season dropped in August, SDC\u2019s Tmall flagship store<\/a> saw its visits surge to 12 times those of the previous month, with an average of 2.35 accessories purchased per person, according to local media reports.<\/p>\n\n\n\n

As China puts its unique stamp on street dance and exports it around the world, it is also elevating fashion, jewelry, and a new cohort of KOLs along with it. Below, Jing Daily<\/em> looks at why luxury brands should join the movement.<\/p>\n\n\n\n

The power of reality TV (and Wang Yibo)<\/strong><\/p>\n\n\n\n

When it comes to influencing consumer spending, a CBNData report put Street Dance of China <\/em>in seventh place for 2020, behind other variety programs like Fourtry<\/em>, Youth With You 2<\/em>, and Chuang 2020<\/em>. Since then, however, it has become the Chinese reality show with the highest commercial revenue, attracting nearly 30 brand sponsors, including Vivo, Tmall, and Shu Uemura. Among them, Champion has reportedly become the first international fashion brand<\/a> to sponsor the show.<\/p>\n\n\n\n

Yet noticeably absent from this list are high-end brands. As Laurence Lim Dally, the founder of Cherry Blossoms<\/a> Intercultural Branding, points out, luxury has been slow to officially partner with Chinese reality TV, as those sponsorships \u201cseem very commercial.\u201d In other words, ads are anything but subliminal: Contestants star in commercials, logos decorate the set, and products are not-so-inconspicuously placed in the corner during interviews. <\/p>\n\n\n\n

Yet, some luxury players are finding creative ways to shimmy into the spotlight. Last year, Burberry became the first luxury brand<\/a> to directly associate with a domestic variety show when it offered free Street Dance of China<\/em> gifts with the purchase of its goods. And this year, on Little Red Book, the tag \u201cWang Yibo Same Outfit\u201d (\u738b\u4e00\u535a\u540c\u6b3e) has gained traction due to netizens identifying pieces worn by the star and recreating his looks. In the first episode, the Chanel ambassador rocked Givenchy, Jimmy Choo, Etro, and Maison Kitsun\u00e9 as he boogied on stage, proving that luxury brands do not necessarily need streetwear crossovers or official sponsorships to break into this scene.<\/p>\n\n\n\n

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Little Red Book users share pictures of Wang Yibo\u2019s outfits from the show, which often include luxury brands like Chanel and Givenchy. Photo: Screenshots, Little Red Book<\/p>\n\n\n\n

Jewelry hasn\u2019t fallen behind on this trend either. Calvin Klein, for one, recently launched a trendy gift box<\/a> in partnership with Street Dance of China<\/em> that includes specially designed pendants, featuring the word \u201cSWAG\u201d and an image of a B-boy. Meanwhile, Chinese brand BABAMA invited the \u201cFreestyle Street Dance God,\u201d Bouboo,<\/a> to front its industrial-looking line of earrings and necklaces. Through these collaboration tactics, brands have been able to capitalize on both young consumers\u2019 love for the show and the country\u2019s $100 billion jewelry market<\/a>.<\/p>\n\n\n\n

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Calvin Klein (left) launched a co-branded gift set with Street Dance of China<\/em>, while BABAMA (right) partnered with the show\u2019s fan-favorite contestant, Bouboo. Photo: Calvin Klein, BABAMA<\/p>\n\n\n\n

Street dancers could become fashion\u2019s next KOLs<\/strong><\/p>\n\n\n\n

But as China\u2019s entertainment sector comes under heavy scrutiny, brands looking to break in should be on high alert. Following the barrage of idol scandals<\/a>, authorities have started banning celebrity popularity lists by cleaning up \u201cchaotic\u201d fan clubs and regulating merchandise sales, among other measures, making KOL appointments increasingly tricky.<\/p>\n\n\n\n

Given that, street dancers may be promising alternatives for brand endorsements. Although they do not command followings as large as \u201clittle fresh meat\u201d<\/a> idols (Season 1 winner Han Yu has 3.2 million followers on Weibo while pop stars like Cai Xukun boast 36 million), they contribute more to a brand\u2019s storytelling than just being a pretty face. <\/p>\n\n\n\n

RECOMMENDED READING<\/small>Are China\u2019s \u201cLittle Fresh Meat\u201d Idols Losing Their Luster?<\/a>By Julienna Law<\/p>\n\n\n\n

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In addition to creativity and self-expression, \u201cstreet dancers in China embody technical performance, determination, and a strong sense of competition,\u201d Dally explained. \u201cAs such, they can appeal to both male and female audiences, whereas K-Pop icons mostly address women.\u201d KUMY and Angel Chen are two homegrown apparel brands that have already taken note, employing Street Dance of China <\/em>participants in their ads to express themes like being unique and breaking boundaries.<\/p>\n\n\n\n

A bright spot in China\u2019s business crackdown? <\/strong><\/p>\n\n\n\n

Moreover, Dally predicts the risk of censorship with street dance performers is lower as they are athletic, putting them in tune with China\u2019s recent sports infatuation. Not only does the country plan to boost its broader sports sector to a value of $774 billion by 2025, but it is actively cultivating street dance by building more studios<\/a> and including the activity in some of its biggest sporting events<\/a>. <\/p>\n\n\n\n

And this momentum will only accelerate in the lead up to the 2024 Paris Olympic Games, where breakdancing will make its debut. As China, no doubt, gears up for the gold, luxury brands should compete just as fiercely to bop to the top of the upcoming street dance boom.<\/p>\n\n\n\n

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via: https:\/\/jingdaily.com\/street-dance-of-china-luxury-fashion\/<\/a><\/p>\n\n\n\n

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China\u2019s biggest dance show, Street Dance of China, is winning more fans in its fourth season. Could this become luxury fashion\u2019s new battleground? Photo: Street Dance of China’s Weibo Key Takeaways: Street Dance of China is the Chinese reality show with the highest commercial value in 2021 so far, attracting nearly 30 brand sponsors across the fashion, beauty, and FMCG industries. Although luxury brands still haven\u2019t officially sponsored Chinese reality shows, global names like Calvin Klein and Burberry have found ways to tap Street Dance of China\u2019s boom through co-branding. Street dancers make promising KOLs as they not only embody creativity and discipline\u2026<\/p>\n","protected":false},"author":5,"featured_media":4019,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[74,76,72,75,73,71,80,81,77,78,79],"blocksy_meta":"","rttpg_featured_image_url":{"full":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/05\/street-dance-of-china-fashion-1240x698-1.jpg",1240,698,false],"landscape":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/05\/street-dance-of-china-fashion-1240x698-1.jpg",1240,698,false],"portraits":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/05\/street-dance-of-china-fashion-1240x698-1.jpg",1240,698,false],"thumbnail":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/05\/street-dance-of-china-fashion-1240x698-1-150x150.jpg",150,150,true],"medium":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/05\/street-dance-of-china-fashion-1240x698-1-300x169.jpg",300,169,true],"large":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/05\/street-dance-of-china-fashion-1240x698-1-1024x576.jpg",1024,576,true],"1536x1536":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/05\/street-dance-of-china-fashion-1240x698-1.jpg",1240,698,false],"2048x2048":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/05\/street-dance-of-china-fashion-1240x698-1.jpg",1240,698,false]},"rttpg_author":{"display_name":"Laurence Lim","author_link":"https:\/\/www.cherry-insights.com\/media\/?author=5"},"rttpg_comment":0,"rttpg_category":"Quotes<\/a>","rttpg_excerpt":"China\u2019s biggest dance show, Street Dance of China, is winning more fans in its fourth season. Could this become luxury fashion\u2019s new battleground? Photo: Street Dance of China’s Weibo Key Takeaways: Street Dance of China is the Chinese reality show with the highest commercial value in 2021 so far, attracting nearly 30 brand sponsors across the…","_links":{"self":[{"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/posts\/4017"}],"collection":[{"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4017"}],"version-history":[{"count":4,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/posts\/4017\/revisions"}],"predecessor-version":[{"id":4281,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/posts\/4017\/revisions\/4281"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/media\/4019"}],"wp:attachment":[{"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4017"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4017"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4017"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}