韩流风行催生中国市场商机
<p><span word="Korean">Korean</span> <span word="stars">stars</span> <span word="have">have</span> <span word="seen">seen</span> <span word="clothes">clothes</span> <span word="and">and</span> <span word="shoes">shoes</span> <span word="they">they</span> <span word="wear">wear</span> <span word="on">on</span> <span word="soap">soap</span> <span word="operas">operas</span> <span word="flying">flying</span> <span word="off">off</span> <span word="the">the</span> <span word="shelves">shelves</span> <span word="in">in</span> <span word="China">China</span>. <span word="Now">Now</span>, <span word="they">they</span> <span word="want">want</span> <span word="to">to</span> <span word="cash">cash</span> <span word="in">in</span> <span word="on">on</span> <span word="the">the</span> <span word="trend">trend</span>.韩国明星发现他们在偶像剧中所穿的衣服和鞋子在中国十分畅销，他们从中嗅到了商机。</p>首尔上市的韩国娱乐公司——<span word="YG">YG</span> <span word="Entertainment">Entertainment</span> <span word="Inc">Inc</span>.推出了一个名为<span word="Nonagon">Nonagon</span>的时尚品牌，该品牌针对全球喜欢街舞和流行文化的年轻消费者。<span word="YG">YG</span> <span word="Entertainment">Entertainment</span>旗下艺人有鸟叔朴载相(<span word="Psy">Psy</span>)、男子偶像组合<span word="Big">Big</span> <span word="Bang">Bang</span>、以及少女组合2<span word="NE">NE</span>1。<span word="On">On</span> <span word="Oct">Oct</span>. 2, <span word="it">it</span> <span word="will">will</span> <span word="launch">launch</span> <span word="a">a</span> <span word="cosmetics">cosmetics</span> <span word="brand">brand</span> <span word="that">that</span> <span word="uses">uses</span> <span word="bold">bold</span> <span word="colors">colors</span> <span word="and">and</span> <span word="is">is</span> <span word="also">also</span> <span word="targeted">targeted</span> <span word="at">at</span> <span word="young">young</span> <span word="consumers">consumers</span>. <span word="The">The</span> <span word="company">company</span> <span word="is">is</span> <span word="especially">especially</span> <span word="looking">looking</span> <span word="to">to</span> <span word="market">market</span> <span word="its">its</span> <span word="products">products</span> <span word="in">in</span> <span word="China">China</span>, <span word="where">where</span> <span word="Korean">Korean</span> <span word="TV">TV</span> <span word="shows">shows</span> <span word="are">are</span> <span word="hugely">hugely</span> <span word="popular">popular</span> <span word="among">among</span> <span word="young">young</span> <span word="and">and</span> <span word="well">well</span>-<span word="to">to</span>-<span word="do">do</span>, <span word="fashion">fashion</span>-<span word="obsessed">obsessed</span> <span word="Chinese">Chinese</span> <span word="consumers">consumers</span>.今年10月2日，<span word="YG">YG</span> <span word="Entertainment">Entertainment</span>将推出一个面向年轻人的、用色大胆的彩妆品牌。该公司十分看重在中国展开营销，在中国那些家境良好、崇尚时尚的年轻人中，韩剧十分流行。“<span word="We">We</span>’<span word="ve">ve</span> <span word="always">always</span> <span word="contemplated">contemplated</span> <span word="the">the</span> <span word="idea">idea</span> <span word="of">of</span> <span word="delving">delving</span> <span word="into">into</span> <span word="more">more</span> <span word="scalable">scalable</span>, <span word="derivative">derivative</span> <span word="consumer">consumer</span>-<span word="product">product</span> <span word="businesses">businesses</span>, <span word="leveraging">leveraging</span> <span word="our">our</span> <span word="existing">existing</span> <span word="talent">talent</span> <span word="pool">pool</span>,” <span word="said">said</span> <span word="Yang">Yang</span> <span word="Min">Min</span>-<span word="suk">suk</span>, <span word="CEO">CEO</span> <span word="of">of</span> <span word="YG">YG</span> <span word="Entertainment">Entertainment</span>. “<span word="Fashion">Fashion</span> <span word="and">and</span> <span word="cosmetics">cosmetics</span> <span word="are">are</span> <span word="naturally">naturally</span> <span word="the">the</span> <span word="optimal">optimal</span> <span word="options">options</span>.”<span word="YG">YG</span> <span word="Entertainment">Entertainment</span>的首席执行长<span word="Yang">Yang</span> <span word="Min">Min</span>-<span word="suk">suk</span>表示，他们一直在考虑发展可扩展的衍生消费品业务，发挥现有人才的力量。他说，时尚和彩妆自然是首选。<span word="L">L</span> <span word="Capital">Capital</span> <span word="Asia">Asia</span>, <span word="the">the</span> <span word="private">private</span>-<span word="equity">equity</span> <span word="arm">arm</span> <span word="of">of</span> <span word="LVMH">LVMH</span> <span word="Mot">Mot</span> <span word="Hennessy">Hennessy</span> <span word="Louis">Louis</span> <span word="Vuitton">Vuitton</span>, <span word="is">is</span> <span word="helping">helping</span> <span word="YG">YG</span> <span word="to">to</span> <span word="venture">venture</span> <span word="into">into</span> <span word="the">the</span> <span word="fashion">fashion</span> <span word="arena">arena</span>. <span word="It">It</span> <span word="said">said</span> <span word="in">in</span> <span word="August">August</span> <span word="it">it</span> <span word="is">is</span> <span word="investing">investing</span> <span word="up">up</span> <span word="to">to</span> $80 <span word="million">million</span> <span word="for">for</span> <span word="a">a</span> 11.5% <span word="stake">stake</span> <span word="in">in</span> <span word="YG">YG</span>. <span word="The">The</span> <span word="move">move</span> <span word="gives">gives</span> <span word="the">the</span> <span word="consumer">consumer</span>-<span word="goods">goods</span> <span word="companies">companies</span> <span word="L">L</span> <span word="Capital">Capital</span> <span word="invests">invests</span> <span word="in">in</span> <span word="easy">easy</span> <span word="access">access</span> <span word="to">to</span> <span word="Korean">Korean</span> <span word="stars">stars</span>, <span word="who">who</span> <span word="are">are</span> <span word="major">major</span> <span word="trend">trend</span>-<span word="setters">setters</span> <span word="in">in</span> <span word="Asia">Asia</span>.<span word="LVMH">LVMH</span> <span word="Moet">Moet</span> <span word="Hennessy">Hennessy</span> <span word="Louis">Louis</span> <span word="Vuitton">Vuitton</span>旗下的私募股权公司<span word="L">L</span> <span word="Capital">Capital</span> <span word="Asia">Asia</span>正在帮助<span word="YG">YG</span> <span word="Entertainment">Entertainment</span>进军时尚圈。<span word="L">L</span> <span word="Capital">Capital</span> <span word="Asia">Asia</span>今年8月表示，将投资至多8,000万美元收购<span word="YG">YG</span> <span word="Entertainment">Entertainment</span> 11.5%的股份。<span word="L">L</span> <span word="Capital">Capital</span>由此得以轻松地和引领亚洲潮流的韩国明星搭上关系。“<span word="The">The</span> <span word="Korea">Korea</span> <span word="wave">wave</span> <span word="is">is</span> <span word="going">going</span> <span word="really">really</span> <span word="deep">deep</span> <span word="in">in</span> <span word="China">China</span>,” <span word="said">said</span> <span word="Ravi">Ravi</span> <span word="Thakran">Thakran</span>, <span word="a">a</span> <span word="managing">managing</span> <span word="partner">partner</span> <span word="at">at</span> <span word="L">L</span> <span word="Capital">Capital</span> <span word="Asia">Asia</span>. “<span word="One">One</span> <span word="of">of</span> <span word="the">the</span> <span word="best">best</span> <span word="ways">ways</span> <span word="for">for</span> <span word="companies">companies</span> <span word="to">to</span> <span word="get">get</span> <span word="into">into</span> <span word="China">China</span> <span word="is">is</span> <span word="through">through</span> <span word="Korean">Korean</span> <span word="celebrity">celebrity</span> <span word="endorsements">endorsements</span>.”<span word="L">L</span> <span word="Capital">Capital</span> <span word="Asia">Asia</span>执行合伙人<span word="Ravi">Ravi</span> <span word="Thakran">Thakran</span>说，韩流正深入中国社会，企业打入中国市场的一个最佳方式便是请韩国明星做代言。<span word="The">The</span> <span word="likes">likes</span> <span word="of">of</span> <span word="Chanel">Chanel</span>, <span word="Gucci">Gucci</span> <span word="and">and</span> <span word="Louis">Louis</span> <span word="Vuitton">Vuitton</span> <span word="have">have</span> <span word="used">used</span> <span word="product">product</span> <span word="placements">placements</span> <span word="on">on</span> <span word="Korean">Korean</span> <span word="TV">TV</span> <span word="dramas">dramas</span> <span word="to">to</span> <span word="broaden">broaden</span> <span word="their">their</span> <span word="appeal">appeal</span> <span word="to">to</span> <span word="young">young</span> <span word="Chinese">Chinese</span> <span word="consumers">consumers</span>.香奈儿(<span word="Chanel">Chanel</span>)、古驰(<span word="Gucci">Gucci</span>)、路易威登(<span word="Louis">Louis</span> <span word="Vuitton">Vuitton</span>)等品牌都曾将产品植入韩国电视剧，以提升其对于中国年轻消费者的吸引力。“<span word="YG">YG</span>’<span word="s">s</span> <span word="key">key</span> <span word="focus">focus</span> <span word="is">is</span> <span word="in">in</span> <span word="China">China</span>,” <span word="said">said</span> <span word="Mr">Mr</span>. <span word="Thakran">Thakran</span>. “<span word="Half">Half</span> <span word="of">of</span> <span word="its">its</span> <span word="growth">growth</span> <span word="should">should</span> <span word="come">come</span> <span word="from">from</span> <span word="Greater">Greater</span> <span word="China">China</span>.”<span word="Thakran">Thakran</span>说，<span word="YG">YG</span>的关键重心是中国市场，其业绩增长中有一半应来自大中华区。<span word="Globally">Globally</span>, <span word="celebrities">celebrities</span> <span word="often">often</span> <span word="sign">sign</span> <span word="contracts">contracts</span> <span word="with">with</span> <span word="perfume">perfume</span> <span word="houses">houses</span> <span word="to">to</span> <span word="associate">associate</span> <span word="their">their</span> <span word="name">name</span> <span word="with">with</span> <span word="a">a</span> <span word="signature">signature</span> <span word="scent">scent</span> <span word="as">as</span> <span word="a">a</span> <span word="form">form</span> <span word="of">of</span> <span word="self">self</span>-<span word="promotion">promotion</span>. <span word="As">As</span> <span word="Korean">Korean</span> <span word="pop">pop</span>-<span word="stars">stars</span> <span word="become">become</span> <span word="a">a</span> <span word="world">world</span>-<span word="wide">wide</span> <span word="phenomenon">phenomenon</span>, <span word="they">they</span> <span word="are">are</span> <span word="also">also</span> <span word="exploring">exploring</span> <span word="new">new</span> <span word="ways">ways</span> <span word="to">to</span> <span word="monetize">monetize</span> <span word="their">their</span> <span word="power">power</span>.放眼全球，名人常常会与香水品牌签约，将其名字与一款标志性香型挂钩，作为一种自推广的形式。随着韩国流行明星红遍世界，他们也在探索新的方式运用其影响力创造财富。“<span word="The">The</span> <span word="influencers">influencers</span> <span word="will">will</span> <span word="add">add</span> <span word="a">a</span> <span word="hip">hip</span> <span word="and">and</span> <span word="cool">cool</span> <span word="impact">impact</span>, <span word="and">and</span> <span word="they">they</span> <span word="will">will</span> <span word="get">get</span> <span word="royalties">royalties</span> <span word="from">from</span> <span word="the">the</span> <span word="products">products</span> <span word="as">as</span> <span word="compared">compared</span> <span word="to">to</span> <span word="simple">simple</span> <span word="endorsement">endorsement</span>,” <span word="added">added</span> <span word="Mr">Mr</span>. <span word="Thakran">Thakran</span>.<span word="Thakran">Thakran</span>补充说，名人将增添一份新潮炫酷的影响力，而且相比于单次代言所得，他们将能从产品中获得特许权使用费。</p>
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