What happened: Emerging Chinese jewelry brand Arsis has launched two new collection series, “Blossom” (“繁绮系列”) and “Venus in the Wind” (“风中维纳斯系列”), in collaboration with the Chinese show tendency Sisters making waves. According to Arsis, the co-branded series aims to represent female power and the diversity of female beauty, which are also core values of the competition program.
Dedicated to empowering women, sisters who makes waves has become very attractive to businesses that target female customers because it provides a platform for female celebrities over 30 to boost their careers. And Arsis – whose name is a combination of “ART + SIS” – is undoubtedly one of these actors, with the aim of “providing[ing] modern women with unique and playful jewelry essentials.
The Jing plug: This is not the first time that Arsis has relied on the influence of Sisters making waves to generate buzz for itself. In the summer of 2020 when the show’s first season aired, and again in 2021 in the second season, Arsis’ props appeared in the photo shoots of some of that show’s most popular contestants. These could be found on Chinese social media under the trending hashtag of the show’s Chinese name, #乘风破浪的姐姐#, as well as the tags of the relevant contestants.
Now, the third season seems to be just as successful. The first episode, which aired on May 20, had 136 million views and a market share of 36.3% on the first day of airing. By day three, the show had racked up 410 million views, a jump from the 370 million and 390 million views of the first two seasons, respectively.
Compared to other reality TV shows such as Produce 101 China, Sisters making waves has an audience that better matches the core demographic of Arsis. Arsis targets women between the ages of 25 and 35, while the average age of people watching Sisters making waves has been 27 for the first season and 29.6 for the second season. The show also features scenes of on-stage and off-stage contestants, from work and stage to everyday life, which provide varied backdrops for the designer brand to show how its “one multi-port” accessories suit any occasion.
Additionally, it should be noted that when promoting the new series, Arsis paired different products with different “sisters” and wrote unique renditions of them based on their personalities and styles. By showing a more sincere and in-depth understanding of these celebrities, Arsis is more likely to leave a good impression on fans and stimulate their desire to buy.
The Jing Plug reports on high-profile news and features our editorial team’s analysis of key implications for the luxury industry. In the recurring column, we analyze everything from product declines and mergers to heated debates popping up on Chinese social media.