韩国潮牌，集体“杀”进北上广

Core Insights - The rapid rise of Korean fashion brands in China is attributed to the ongoing popularity of K-POP and the effective marketing strategies that leverage celebrity endorsements [11][25][28] - Brands like Mardi Mercredi have achieved significant sales, with approximately 600 million RMB in revenue since entering the Chinese market in May 2022, and their products have sold nearly 200,000 units on Tmall [3][13] - The expansion of Korean brands is not limited to online platforms; they are also aggressively opening physical stores in major cities, with 16 new brands entering first-tier markets as of August this year [6][8] Group 1: Brand Performance - Mardi Mercredi has become a standout brand, achieving around 600 million RMB in revenue and selling nearly 200,000 items on Tmall since its launch in China [3][13] - Other brands like emis and Matin Kim are also gaining traction, with high engagement on social media platforms like Xiaohongshu, where emis has opened a flagship store on Tmall [5][8] - The popularity of these brands is driven by their unique designs and celebrity endorsements, with Matin Kim's products frequently worn by popular stars [5][19] Group 2: Market Strategy - Korean brands are utilizing localized strategies, partnering with local agents for market entry and expansion, as seen with Mardi Mercredi and Rest & Recreation [8][28] - The collaboration between MUSINSA and Anta aims to establish a significant presence in the Chinese market, with a goal of opening 100 stores by 2030 [8][28] - The brands are focusing on affordability and practicality, with products priced around 300 RMB for sweatshirts and 160 RMB for T-shirts, appealing to a broad consumer base [17][19] Group 3: Cultural Influence - The resurgence of Korean fashion is closely linked to the K-POP phenomenon, with many brands leveraging the popularity of idols to drive sales [11][25] - The association with celebrities has proven effective, as seen with Rest & Recreation's products being linked to stars like Jennie from BLACKPINK, resulting in high sales volumes [11][25] - The cultural impact of Korean trends is significant, influencing not only fashion but also the marketing strategies of international sports brands like Adidas and Puma [25][28]