International Superstars Promote Chinese Brands

With one of the fastest growing economies in the world, globalization in China has become very important. With this trend, there has developed a very strong preference for the foreign brands n China. These brands are usually first-choice brands in China. In order to compete with the international corporations, many Chinese corporations are turning to international superstars to promote their brands

Two major companies which are using international superstars to promote their brands are Anta an athletic shoe producer and Me & City which is a "high end" Chinese retail company.  Anta has used celebrities such as NBA stars Kevin Garnett and Luis Scola and Serbian tennis player Jelena Jankovic and plans to have Garnett introduce his ‘KG’ line of shoes. Garnett will also wear his KG shoes for NBA games and make annual return visits to China during his contract.

Kevin Garnett after signing with Anta Athletics

KG line from Anta Athletics

Me & City used actor Wentworth Miller, Orlando Bloom and Agnes Deyn. Me & City's brand director, Zhou Long, said Deyn and Bloom were picked because Deyn is the best-known model in China while Bloom and Miller’s casual images fit the definition of success among Chinese consumers aged 25 to 35: "interesting, rather than boringly rich."

Agyness Deyn and Orlando Bloom's Me & City Advertisement

Wentworth Miller's Me & City Advertisement

These ambitious brands are scouring the globe for athletes, film stars and other celebrity spokespeople have no personal link to China but are stars here. These brands think that having a good brand is having a global celebrity, it makes them think they are more of a premium brand and have a global image.

Shaquille O'Neal's Li Ning Advertisement

            The consulting firm McKinsey & Co, found 45% of 15,000 Chinese consumers thought well-known brands were  better quality than lesser known brands. That was up from 41% just three years ago.

            This really shows the globalization and Americanization of other cultures around the world especially China. The newly created companies in China realize the value that international superstars bring to their brand and want to capitalize on this idea. These superstars give credibility to their brands. People in China want to have the same status symbols as their global counterparts.

            Brands also want to be seen as a good investment like their global counterparts and by using international superstars they are seen as equal on the world stage.