Billie Eilish, the pop musician popular among Gen-Z, launched her personal brand on Tmall Global yesterday with an announcement on Weibo. The post gained attention from her considerable fanbase in China. Universal Music China also announced that the singer will design more fashion ranges in the future.
Last year, Tmall Global welcomed a number of international musicians, including Taylor Swift, Bob Marley and the rock band Guns N’Roses. More than 100,000 people lined up for a lottery purchase for Swift’s debut album Folklore on her online store during Singles’ Day. A number of celebrities have also launched beauty brands on the e-commerce site. Rihanna’s Fenty Beauty, Kim Kardashian’s perfume brand KKW, and Huda Kattan’s personal beauty brand all have stores on Tmall Global.
The consumption potential of the Chinese market provides an attractive opportunity for celebrity brands, especially due to the significance of China’s fan economy. COVID-19 has meant that offline stores have been closed and live shows have been cancelled, causing brands to look for potential in other markets.