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Chanel Hosting – In celebration of its iconic and classic J12 watch, the channel is hosting a multi-sensory and interactive mini-exhibition called J12 Always In Motion: entirely dedicated to the history of the J12 watch!

The sleek and stylish black and white themed exhibition space resembles the links of a watch strap and makes for super chic photo ops and IG moments. J12 watches are on display in the exhibition, which you can explore, and the staff will be happy to tell you more about the J12 and its history.

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As a testament to the J12’s durability and quality, there will also be a fun interactive station where you reach (and try) to scratch and destroy the J12 watch strap! You’ll also have a unique GIF photobooth that shoots multiple cameras at once, resulting in a moving GIF photo that you can download via a QR code.

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You can choose to walk through the exhibit, or if you want a more immersive and informative experience, sign up for a free guided tour here.

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To use Social Login, you must consent to the storage and management of your data by this website. %privacy_policy%Chanel held a launch party in Chengdu on June 26 to introduce its new capsule collection of Chanel Electro watches. Photo: Courtesy of Chanel.

Social Edition is our weekly series that delves into luxury businesses in China’s social media landscape. Each week, we highlight brand campaigns distributed across Chinese digital platforms – WeChat, Weibo, Tmall, Douyin and beyond.

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Our coverage highlights global luxury brands, global beauty brands and local Chinese brands. The latter provides an insight into some of China’s most successful campaigns, which often come from local actors, but also outside the beauty and fashion space.

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In this week’s roundup, we look at three campaigns, including Chanel’s Electro Watch capsule collection launch in Chengdu, Chinese cashmere giant ERDOS’ F/W 2021 launch campaign and FILA’s 110th anniversary celebration .

Chanel held a launch party in Chengdu on June 26 to introduce the new capsule collection of Chanel Electro watches. The party featured an electronic music theme (inspired by Channel Electro) and invited disco-punk bands Pet Conspiracy and Tremble Mix to perform live. In addition to these musicians, the brand has partnered with six celebrities including three brand ambassadors and three young faces active in music production.

The initiative resonated with young Chinese netizens, garnering over 140 million views in three days for the campaign hashtag #CHANELElectro. Meanwhile, the young celebrity endorsements of the campaign are aligned with the brand’s watch collection, helping to reach a target audience interested in electronic music and club culture.

With top luxury watches doubling down on wealthy Chinese buyers after the pandemic, fashion houses have found it increasingly challenging to sell high-end watches. Chanel watches are aimed at a younger demographic, unlike their ready-to-wear and handbag collections. However, spreading a glamorous image to engage local electronic communities is more likely to pay off in China.

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Chinese cashmere giant ERDOS launched its Fall/Winter 2021 collection “Sounds for Celebration” on June 24. The campaign photography and video were shot by Zhu Chuang, with brand ambassador Liu Wen and supermodel Ye Xiangye. A fascinating contrast between the collection, the vast landscape and the local culture.

The collaboration between ERDOS and supermodel Liu Wen was a success with Chinese consumers, and this time was no exception. The campaign hashtag #ErdosA/W2021 generated 1.38 million views. In particular, netizens loved the two-minute campaign video, commenting that its composition fits well with the global fashion house.

In recent years, ERDOS has focused on building its image as a home fashion brand in China. As the cultural trust and patriotism of Chinese consumers continues to grow after the pandemic, campaigns that communicate local culture have resonated well with them. This season, the label asked him to explore the vast landscape of Inner Mongolia where the brand sources its sustainable cashmere, hoping to educate more about the brand’s heritage and history.

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Featured Talents Huang Jingyu (19 million Weibo followers) | Gao Yuanyan (49M) | Jia Shanke (18M) | Kimura Koki (1m)

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In celebration of Fila’s 110th anniversary, the sportswear brand released a video campaign, “Dialogue,” featuring film director Jia Shangke, actor Huang Jingyu, actress Gao Yuanyan and Japanese actress Kimura Koki . In the two-minute video, select celebrities engage in cross-temporal conversations with an Italian mountain climbing legend, a Winter Olympics king, a Hall of Fame basketball player and a tennis superstar. Through a retrospective of the highlights of the sport’s history, the video explores the definition of elegance, which is embedded in the DNA of the FILA brand.

The short video and campaign hashtag #FILAElegantSports110Years received 3.2 million and 38 million views respectively. The campaign’s social traffic was driven by the endorsement of the brand’s fashionable sports ambassador, Huang Jingyu, as well as the mainstream media.

. Although Jia Shangke’s social influence was not as strong as that of his younger counterparts, his presence increased the cultural relevance of the campaign for local audiences.

Since the local sportswear company Anta Group acquired the FILA China business in late 2009, the brand has positioned itself as a high-end sports fashion brand in the China market. Its brand image is more infused with fashion, elegance and premium lifestyles, compared to its peers who focus on the functionality of sportswear. Beyond the 110th anniversary celebration campaign, FILA’s new collaboration with luxury designer brand Y/Project has also received positive feedback from young shoppers in China.

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Track the global market performance of the luxury sector in China. Using current news updates, stock prices and stock market data based on Chinese consumer interest, this index monitors the overall health of the market.

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