策马逐梦，Ralph Lauren在中国的长期叙事

Core Viewpoint - Ralph Lauren's recent drone light show themed "Chasing Dreams" during the Chinese New Year in Shenzhen reflects the brand's long-term narrative of perseverance and aspiration, rather than immediate commercial goals [1][3][5] Brand Narrative - The event showcased Ralph Lauren's consistent use of the horse symbol, representing values of rhythm and endurance, which aligns with the brand's ethos of long-term commitment rather than short-term success [5][8] - The brand's narrative in China emphasizes the importance of dreams and perseverance, resonating with the local context of high-intensity work and personal growth [10][11] Market Strategy - Ralph Lauren's strategy in China has shifted from proving growth to establishing lasting brand relationships, focusing on long-term narratives rather than immediate sales [20][22] - The brand has experienced significant growth in the Chinese market, with over 30% year-on-year growth reported in the latest half-year results, indicating a stable trajectory rather than reliance on short-term spikes [21][22] Cultural Context - The choice of Shenzhen's Talent Park for the event highlights the city's representation of innovation and long-term investment, aligning with the brand's values [10][11] - The "Chasing Dreams" theme connects with the audience's personal experiences, making the brand's message relatable and grounded in everyday life [19][23] Long-term Engagement - Ralph Lauren's ongoing collaborations, such as with Wimbledon, illustrate the brand's commitment to long-term values and stability, contrasting with the fast-paced nature of the fashion industry [12][14] - The brand's recent initiatives, including workplace-focused fashion campaigns, aim to translate abstract concepts of success into practical, everyday choices for consumers [16][17]