"Star Trend's originator" Chen Guanxi's two store artists did not open the tide brand?

"Chen Guanxi's tide shop JUICE can't go through!" Recently, the news has attracted widespread attention.

In the trend circle, Edison Chen was regarded as the earliest "Nuggets" in China. He once said that JUICE will be opened to 100. On July 6, a reporter from "Daily Economic News" visited on the spot that not long ago (at the end of June and early July), JUICE's shops in Taikoo Li and Beijing Taikooli have been closed one after another. Will Juice closing the shop affect the tide brand group CLOT created by Chen Guanxi?

Juice's shop picture in Chengdu Source: Every reporter Du Wei

Chasing fashion trends is the dream of many young people. The current trend business is hot, and the tide cards are constantly emerging, especially the tide brand created by star artists, the most concerned in the market.

Jay Chou's Phantaci, Luhan's U.G.C, Lin Junjie's SMG, Wang Jiaer's Team Wang, Chen Weiting's Canotwait_, Bai Jingting's Goodbai, Xue Zhiqian's Dangerous People, Debrand of Wu Kequn, Yang Chao's "Be A Better Town" ... In the past few years, with the huge traffic entrance brought by artist halo and fan effects, stars have become a fashion brand. At a popular node, star artists quickly launched personal tide cards, harvesting fans, but it is difficult to get time erosion. Why is there always rushing away in a hurry.

JUICE in 19 years can't hold it up?

"We did not receive a notice from JUICE, but during the inspection at the beginning of the month, they found that they were in a packet state, and it should be withdrawn." On July 6, a marketing department in Taikoo Li, Sanlitun, Beijing was answering Every time a reporter called, "it was surprising."

During the opening of JUICE Beijing Store, Edison Chen's appearance caused a lot of sensation pictures: video screenshot

There are more than this JUICE store that leaves the scene. Every reporter called Chengdu Ocean Taikoo Li on the same day, and learned that JUICE, who had opened for 6 years, also withdrew the store in late June. The reporter visited on the spot that unlike "disappearing" in Beijing, JUICE has a new store in Chengdu IFS, but the size of the store is not large. "It is because we are about to close the shop there, so we opened it." The JUICE clerk of Chengdu IFS told each reporter that the shop opened for less than a year.

The emergence of JUICE has broken the stereotypes of the tide shop. It not only carries the sales scenario of Chen Guanxi's tide brand, but also a trendy collection store.

The history of JUICE can be traced back to 19 years ago. In 2003, Edison Chen founded the Clot Group, which was his most important trend business. In the same year, Edison Chen opened the first tide brand JUICE. In addition to selling its own Clot, it also sold trend brands from all over the world, such as Undefeated, and Visvim, Nike, etc., and cooperated with well -known brands such as Nike, Levis and other well -known brands to launch joint -name products such as jeans, limited edition bears dolls. In early 2017, the Clot Group received tens of millions of yuan in financing.

JUICE Chengdu Store Sales Products Source: Photo by reporter Du Wei

Compared with around 2013, the trendy industry ushered in a large number of celebrity artists to launch personal tide cards, Edison Chen, who was 10 years ago, was a "originator". However, the trend is changing rapidly, and the clot that has been robbed by the fans for several hours, and was hugged by Chen Guanxi as the hope of "opening 50 to 100 stores in China", and all began to go downhill.

Edison Chen's hopes of JUICE's hope picture source: video screenshot

Every reporter noticed that at present, there are only 11 stores that JUICE's official website can inquire, of which only 3 are left in mainland China.

Star tide cards, cut leeks or good sale?

Over the years, compared to opening hot pot restaurants, celebrities' favorite cross -border sidelines are probably "tide cards".

Opening the wardrobe of young people now, almost "trendy items" -sweater, baseball cap, basketball shoes ... Today's 00s may disdain to buy a luxury goods, but buy a pair of limited editions to queue up the price The sneakers are sweet. After the Los Angeles tide brand Supreme became popular on the street, the blue -blood luxury goods approached. The two joint models plus the "limited edition" two words of countless money. The joint models of LV and Supreme each exceeded 10,000 US dollars.

In the first year of the "National Tide" in 2017, through the popularity of variety shows such as "rap" and "hip -hop", the tide card also entered the public's vision. Domestic brands Li Ning, Bosideng and other old -fashioned brands have become popular with the help of the national tide.

Star tide card, each reporter is incomplete statistics

However, only the star halo can only harvest the first wave of fans.

Huang Minghao, a post -00s singer who came out of the idol draft show, said in a variety show that design tide is his dream. In 2020, his tide brand TwoEx2 opened, and at that time, the price was questioned. Some T -shirts were sold to nearly 600 yuan only on the basic model.

However, in just less than two years, in early 2022, TwoEx2 issued a clearance announcement that the brand will close specialty stores on Tmall, Taobao and Douyin. Thousands of yuan of costumes had a low price of 99 yuan and 129 yuan at low prices. Some netizens who bought it directly called, "I have a big grievance, I bought one of thousands of yuan before, and now a few thousand yuan to buy the whole store." Wu Yifan also launched personal jewelry brands A.C.E. in 2018, and a limited edition pendant was 19,800 yuan, which is a lot higher than the luxury GUCCI. Since then, the store has still used hunger marketing strategies, but sales are not as good as expected, and netizens have continuously questioned the brand's price and quality. In 2019, Wu Yifan withdrew from the shareholders of the A.C.E. brand main company.

Bao Bell's tide brand clothing WDMD, established in 2015, 2018 Double Eleven, the brand's Taobao store sales were zero, and finally disappeared silently. Now there is no such store on Taobao. Similar to Bao Bell's tide line route, another star Zheng Kai's Dueplay is unspeakable from design to business, under the banner of "Zheng Kai's autonomous tide brand", but sells very little.

Image source: APP screenshot

The CBNDATA, which has been released "Trendy Culture Development White Paper", has analyzed: "Some stars create a brand first, and then all subsequently handed over to the outsourcing team to do it. They do not understand the trend culture.

No matter how the stars are in social media, the process of commercialization must still return to the essence of commercialization. Marketing methods are just one aspect. The brand's own design sincerity and product quality are the key to impress consumers.

Daily Economic News

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