economy
From 'Sweet Girl' to 'Boss', Zhao Lusi's Next Stop, Besides the Set, Is Also the Mall - 36Kr
Multiple blooms
TL;DR
- Zhao Lusi has launched her own lifestyle brand, ROSYDOEDIAN, featuring apparel and accessories, and a beauty brand, ROSE AMIGO.
- Her brands leverage her personal brand and fan base, with ROSYDOEDIAN reportedly generating significant monthly sales.
- The article draws parallels between Zhao Lusi's commercial ventures and Fan Bingbing's successful beauty brand, Fan Beauty Diary.
- Zhao Lusi's expansion into the beauty market faces challenges related to supply chain, quality control, and the need for differentiated products beyond celebrity appeal.
- This trend represents a shift in celebrity business models from 'traffic leasing' (endorsements) and heavy-asset investments (like restaurants) to lighter asset-based personal consumer brands.
- Establishing personal brands is seen as a way for celebrities to build long-term assets from their often-transient fame.