Quan Zhixian Millions of Endorsements Handu Yishe Tao Brand Top Three Annual Sales Break 1 Billion

Jun Ji-hyun

Under the line of clothing brand downturn silence, Amoy brand is thundering. Korea Fashion's first brand, Handu Clothes, announced that it has formally signed South Korean superstar Jun Ji-hyun as the spokesperson for the Korean fashion brand HSTYLE. The follow-up spokesperson activities will be rapidly promoted. This is the first time the Amoy brand has appeared as a spokesperson for a famous artist.

According to Handu, the company’s brand positioning is “Korean style fashion”, and it is natural to invite Korean first-line celebrities to speak for it, and it is also a company’s established strategy. “Actually, as early as a few years ago, the relevant person in charge of Hangu’s clothing store flew to South Korea several times and contacted South Korean stars such as Song Song and Nikun to negotiate brand endorsement related matters. Later, due to various reasons, this The plan was put on hold for the time being.” According to a reporter from the Beijing Commercial Daily, this time Han Zhiyi’s contract with Quan Zhixian was in the tens of millions.

Jeon Ji-hyun has attracted a lot of attention in the country because he plays the role of Chisong Ii in the Korean drama "You From the Stars" this year. According to industry insiders, the Internet age is a “fan economy” era, and the demand for “personification” of the brand is higher. By celebrity endorsement, fans who are loyal to the stars nationwide can be quickly influenced, and the fans will be star-oriented. The goodwill shifts to the perception of the brand. According to a reporter from Beijing Commercial Daily, offline clothing brands are also in close contact with Quan Zhixian. Zhao Yingguang, founder and CEO of Handu Clothing Co., Ltd., said that Handu clothing will pay more attention to the cooperation with Korean stars in the future and achieve the consolidation and breakthrough of brand positioning.

According to the Beijing Commercial Daily reporter, the sales figures of the top three of the Amoy brand, Handu clothing factory, Inman, and Fischer-Tropsch all exceeded 1 billion yuan in 2013. In contrast, the domestic leisure apparel brand Senma achieved an operating income of 7.294 billion yuan in 2013, and Senma casual wear and Balabala children's wear revenue were 4.683 billion and 2.535 billion yuan, respectively. Zhao Yingguang said that in 2020, Handu’s clothing houses should complete the layout of at least 20 sub-brands and achieve sales of more than 15 billion yuan.