{"id":8847,"date":"2011-05-14T05:05:32","date_gmt":"2011-05-14T05:05:32","guid":{"rendered":""},"modified":"2025-10-13T20:43:20","modified_gmt":"2025-10-13T20:43:20","slug":"how-to-reach-china-s-teens-head-to-l-a","status":"publish","type":"post","link":"https:\/\/asiancemagazine.com\/?p=8847","title":{"rendered":"How to Reach China\u2019s Teens? Head to L.A."},"content":{"rendered":"<p><strong>A Chinese T-shirt video ad campaign has gone viral in China, chalking up five million hits since it launched in March on Tudou, the country\u2019s version of YouTube. But the ads don\u2019t star any Chinese celebrities or iconic locales. They don\u2019t feature any T-shirts with Chinese symbols or characters, either.  In fact, the six videos, which vary in length between 90 seconds and four minutes, were all shot in Los Angeles\u2014the Hollywood sign and other California scenes appear frequently\u2014and cast with American actors.  But this was part of the plan to hook the T-shirt company\u2019s target audience: Chinese teenagers.<\/strong><\/p>\n<p>\u201cTeenagers in China [attach] an aspirational value to youth culture in the West,\u201d explained Pully Chau, chairman of Draftfcb, the Chinese advertising company hired by Chinese fashion brand Semir to create the campaign. \u201cYouth culture in the West is more encouraging of self-expression. It\u2019s a kind of mental escape. If we had produced this in Shanghai, it would have been different.\u201d  The strategy isn\u2019t new. In the 1980s, Levi\u2019s and Ralph Lauren burst into the consciousness of young Japanese with the help of MTV and mass-marketing. Of course, those are American brands. Semir, which is owned by Zhejiang Semir Garment, a major clothing retailer in China, is drawing on American teens to appeal to an audience that is wholly Chinese. And instead of MTV, it\u2019s streaming videos on the Internet.  Zhejiang Semir Garment, which had its IPO in Shanghai earlier this year, operates more than 3,000 stores under the Semir brand name and reported revenues of $967 million last year. <\/p>\n<p><strong>Billionaire Qiu Guanghe \u2014 who, according to Forbes, had a net worth of $1.4 billion before the IPO \u2014 owns a majority of the 14-year-old company.  The ad agency Draftfcb, which has offices in Shanghai and Qingdao, produced the videos for Semir\u2019s Tee line of graphic T-shirts (which start at 99 yuan, or about $15). Each ad ends with the tagline \u201cEverything can be Tee.\u201d  Originally, the agency had planned to shoot the videos in New York, but a blizzard forced the Chinese creative team to move the shoot to Los Angeles.  \u201cOur client thought New York was the ultimate in sophistication. But L.A. was wonderful,\u201d says Ms. Chau.<\/strong><\/p>\n<p><a href=\"http:\/\/blogs.wsj.com\/scene\/2011\/05\/13\/how-to-reach-chinas-teens-head-to-l-a\/\" title=\"s\">SOURCE<\/a><br \/>\n<!--break--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A Chinese T-shirt video ad campaign has gone viral in China, chalking up five million hits since it launched in<\/p>\n","protected":false},"author":1213,"featured_media":72448,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout","footnotes":""},"categories":[1001,2059,1],"tags":[],"class_list":["post-8847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-celebrities","category-entertainment","category-news"],"magazineBlocksPostFeaturedMedia":{"thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x150.jpg","medium":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","medium_large":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","large":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","1536x1536":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","2048x2048":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-highlighted-post":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-featured-post-medium":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-featured-post-small":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x90.jpg","colormag-featured-image":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-default-news":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x150.jpg","colormag-featured-image-large":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-block-extra-large-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-grid-large-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-grid-small-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-grid-medium-large-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg"},"magazineBlocksPostAuthor":{"name":"Joshua","avatar":"https:\/\/secure.gravatar.com\/avatar\/62ee23f8f40307578d1f284ecd823d77f32da8ea35541e7dbdafeb5da1a4e877?s=96&d=mm&r=g"},"magazineBlocksPostCommentsNumber":"0","magazineBlocksPostExcerpt":"A Chinese T-shirt video ad campaign has gone viral in China, chalking up five million hits since it launched in","magazineBlocksPostCategories":["Celebrities","Entertainment","News"],"magazineBlocksPostViewCount":143,"magazineBlocksPostReadTime":2,"magazine_blocks_featured_image_url":{"full":["https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg",113,170,false],"medium":["https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg",113,170,false],"thumbnail":["https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x150.jpg",113,150,true]},"magazine_blocks_author":{"display_name":"Joshua","author_link":"https:\/\/asiancemagazine.com\/?author=1213"},"magazine_blocks_comment":0,"magazine_blocks_author_image":"https:\/\/secure.gravatar.com\/avatar\/62ee23f8f40307578d1f284ecd823d77f32da8ea35541e7dbdafeb5da1a4e877?s=96&d=mm&r=g","magazine_blocks_category":"<a href=\"#\" class=\"category-link category-link-1001\">Celebrities<\/a> <a href=\"#\" class=\"category-link category-link-2059\">Entertainment<\/a> <a href=\"#\" class=\"category-link category-link-1\">News<\/a>","_links":{"self":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts\/8847","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/users\/1213"}],"replies":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=8847"}],"version-history":[{"count":0,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts\/8847\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/media\/72448"}],"wp:attachment":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=8847"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=8847"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=8847"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}