Malbon China
Y26–Y27 Proposal

What We Propose

Seven chapters, from market strategy to investment, that build Malbon's China entry into one coherent plan.

Meet the team behind Malbon China.

Management Team

Social Operation Lead

Joy

Advertising Lead

Caroline

Revenue Manager

Yuke

Who they are Multiple serial entrepreneurs. Alumni from Cambridge, Ecole Polytechnique, NYU, UIUC, BCG, Baidu, and Weibo.

C-Level

Chairman

Thomas

CEO

Jenny

CTO

Yangqian

The wider team 25+ people, 80% with overseas experience, all focused on result-oriented service.

200+ brands trust us as their partner in China.

From luxury and fashion to beauty and lifestyle, leading global houses have grown their China presence with WalktheChat.

Golf participation is growing, and indoor venues are making access more repeatable.

On-course participation keeps rising

Traditional golf participation continues to grow steadily.

On-course golf participants · 10k participants

+5.1%

2018–23

The core golf base remains meaningful, but growth is steady rather than explosive.

Indoor golf is scaling faster

Urban venues are turning golf into a more frequent, lower-threshold experience.

Indoor golf venue rounds · million rounds

+118%

2021–24

Indoor venues are becoming a practical entry engine for new players, social occasions and repeat participation.

Golfcore is making golf discoverable before consumers become players.

For many young consumers, the first entry into golf may be style, content and social identity, before full participation in the sport.

500M

Golf outfit content

Views on Xiaohongshu golf outfit-related terms. Golf style is already breaking beyond core players and entering platform culture.

+32%

Xiaohongshu search growth · Y24 vs Y25

+45.9%

Douyin search growth · Y24 vs Y25

>50%

Users aged 23–35 account for over 50% of the golf-interest audience

Although golf has gained more visibility, it still feels difficult to enter and lacks appeal for new users.

The market shift creates a contradiction: young consumers are attracted by golf's lifestyle appeal but still feel unsure if they belong in golf culture.

01

Status Barrier

72% of users believe the high cost of golf equipment and club memberships is not only a basic requirement to get into the sport, but also a way people show social status and identity.

02

Lack of style and variety

“I really wish there were more good-looking pants. The ones in stores are either too short or just not nice…, and the skirts aren't great either.”

“Everything is just white and blue now, maybe a slightly brighter yellow at best. The colors and patterns are all so boring.”

03

No Ice Breaker

Unlike F1 or tennis, it doesn't have strong cultural icons that break into popularity.

Malbon has seen a significant increase in conversation volume within the golf category, with further growth potential in the lifestyle space.

Malbon opens up golf culture.

Malbon was not built to simply make golf apparel. It was built to make golf feel fresh, welcoming and culturally alive for today's generation. It respects the game but does not let old codes decide who belongs. It gives players and newcomers permission to participate in golf culture in their own way.

Golf Root

Built from the game.

Lifestyle Expression

Relevant on and off the course; from fairway to city life.

Community Belonging

Not followers, but fellow players connected by a shared culture.

Malbon can make golf easier to enter without making it less aspirational.

The opportunity is not to become a more professional golf brand, or a more golf-looking lifestyle brand, but to own the space between golf credibility and lifestyle entry.

「城市果岭 风格无界」Turns golf-rooted identity into a lifestyle community.

Social, campaign and offline should work together to move people from curiosity to participation, then from participation to belonging.

Targeting Audience

Sport Community

Social Sport Crowd

Individuals who view sports as a way to expand their social circles. Connection and community are their primary motivation.

Core Audience · “Golf with Style”

Style Trendsetter

Strong engagement with trend-driven fashion themes (sporty-chic, effortless style, athflow); broad interest in iconic and fashion items.

High-Potential · “Beyond the Fairway”

City Explorers & Professionals

Tourism & city explorers and international / business professionals, premium shopping visitors with premium consumption behavior.

Malbon's brand accounts are visually strong but need a clearer content structure to drive discovery and engagement.

What is working

WeChat has richer SVG interactions and editorial layouts; RED benefits from premium product and styling assets that naturally suit visual-first browsing.

What needs to improve

WeChat

• Maintain a consistent posting frequency to keep the official account active and relevant.
• Optimize the WeChat menu structure for brand updates, product drops, store info and community content.
• Leverage brand moments to activate engagement campaigns and build a stronger brand hub.

RED

• Expand content formats beyond product and styling visuals to build a richer brand narrative.
• Develop clear content columns with consistent naming, so new users can quickly understand and browse Malbon's key content areas.

Channel suggestion: lean more resources on RED for brand building and performance-driven actions.

Brand Account: We plan six content pillars to build Malbon's always-on social narrative. Each pillar gives the brand account a clear content territory.

果岭笔记

Golf Culture & Brand POV

Brand moments · Malbon's take on golf · brand inspiration / mood board

新品入局

Product & Drop

New drops · design inspiration · material & function · key SKU focus

城市果岭

Lifestyle Scenario

City outfit guide · store visit · coffee / travel / weekend · indoor golf · KOL repost

Bucket Club

Community & Sports Marketing

Club highlights · member stories · tournament calendar · China Tour / LPGA · play moments

球友召集

Engagement Campaign

Comment interaction · styling vote · lucky draw · store check-in · UGC / RSVP

风格无界

Culture & Collaboration

Artist / musician collab · fashion crossover · collaboration story · behind the drop

Brand-oriented content can make the brand easier to understand through lighter, more human storytelling.

@HONMA · Brand Story

The 6 posts under @HONMA's brand story collection generated 120K+ total engagements, with 5 of 6 posts receiving over 1K likes and becoming viral posts.

@MARIMEKKO · Office Vlog

Marimekko used an office-vlog format to show the brand's HQ culture, turning internal daily moments into approachable brand storytelling and helping audiences feel closer to the brand.

Moodboard-style content is a natural extension of Malbon's origin, helping the brand continuously express its taste, attitude and values in a softer way.

@AMI Paris · Playlist

Curated with 10 celebrity friends

周翊然 陈碧舸 米卡 孙阳 言承旭 杨千嬅 余承恩 余景天 张天爱 周洁琼

AMI Paris' brand ambassador and her f.AMI.ly friends co-curated a 20-track playlist on love and friendship, drawing 3K+ listens, while the hashtag #AmiParis友你真好 generated around 500K views.

@Sporty & Rich · Moodboard

Sporty & Rich uses playlists, moodboards and short statements to softly express its lifestyle values, attracting audiences who identify with the same taste, attitude and cultural references.

A strong product drop needs a full storyline from teaser to styling scenario, building product desire progressively.

01

Teaser

Build pre-launch curiosity through product details, mood visuals and short campaign snippets.

02

Editorial

Feature global campaign assets with platform-friendly captions, helping audiences read the collection.

03

Design Story

Team narration on design inspiration, functional details, material choices and culture references.

04

KOL Styling

Use KOL content to show the collection across different scenarios, from course to city life.

PDPAOLA
Icons

jewelry drop

Stage 04

KOL styling extends the jewelry across daily looks, from desk to dinner.

Localized KOL layer, no global asset required.

ROUJE
Paloma

apparel drop

Stage 04

KOL styling places the collection in real scenarios, from course to city life.

Localized KOL layer, no global asset required.

Localized content connects deepest when the brand steps into Chinese culture itself, turning a founder's curiosity into saves, comments and shared cultural moments.

Xiaohongshu · video series

@JeanneDamas (ROUJE) × @Meng-Mao

震惊｜学了一天中文我就能读懂小团圆！

Culture storytelling

Rather than translate a campaign, ROUJE put its founder inside the culture. Across a short video series, Jeanne Damas learns Chinese, then reads back internet slang and a viral lyric with @Meng-Mao, asking her audience to grade her. The effort is the message: a French brand meeting Chinese culture halfway, in its own humor and on its own platforms.

---

1,530

Likes

129

Saves

195

Comments

Aggregate across the video series.

Likes measure reach. Saves and comments measure resonance, the proof an audience felt spoken with, not sold to.

Signature brand elements can be turned into reusable content assets to strengthen recognition and engagement.

Malbon · The Bucket

The Buckets character can become a recognizable social cue, helping Malbon build a more ownable and playful brand language across RED and WeChat.

@MARIMEKKO · Iconic Prints as Assets

Marimekko turned its iconic prints into social assets: wallpapers, calendars and behind-the-scenes print-mill stories and factory videos, repeatedly reinforcing its print heritage while creating useful, save-worthy and highly engaging content.

Collaboration content should turn both brands' audiences into shared growth opportunities through co-created assets, mutual tagging, shared hashtags and paid amplification.

Marimekko × CASETiFY

6,223

Engagement

659

New followers in 7 days

Co-created print assets, mutual mentions and shared product links connected both brand audiences and created multiple discovery entry points.

UNIQLO × Marimekko

6,348

Engagement

5,484

Likes on this post

A second co-branding proof point using shared hashtags (#marimekko #UNIQLO) and mutual tagging. This single post earned 5,484 likes, 808 saves and 56 comments across both audiences.

Special occasions and collaborations are the most effective moments to activate engagement campaigns.

Chinese Valentine's Day · @Missoma

1K+

An online giveaway: “Spread the love, tag your special someone and comment below for a chance to win this gift.”

Marimekko × HEYTEA

6K+

A collaboration engagement campaign inviting users to share photos and stories of their encounters with Marimekko and HEYTEA for a chance to win a limited gift box.

Bucket Club can localize Malbon's golf tips, player conversations and real golf POVs into useful short-form content for China audiences.

Content Localization

Malbon already has valuable golf-related content on global channels, from swing tips and training methods to casual conversations with the Malbon team, players and golf culture figures. For the Bucket Club account, these assets can be edited and localized into short-form content series, making golf feel more useful, more real and more connected to Malbon's attitude.

---

Brand POV Format

The "Coffee & Tea" conversation format can also support Brand POV on the main Malbon account, as it shares real opinions around golf, creativity and the next generation of the game in a casual, brand-relevant way.

Most Western golf brands are buying impressions. None of them are building identity.

HONMA

G/Fore

J.Lindeberg

FILA Golf

Ralph Lauren

Most golf brands today focus only on golf-green storytelling, with limited creator diversity and highly repetitive content. This fails to build consumer connection, and further reinforces stereotypes around golf culture.

Break Out of the Golf Bubble

Cooperated creators should not function only as clothing models, but as expressions of the brand's style and identity, helping audiences form the right associations with the brand.

From Influencers to Brand Insiders: Building a Creator Community

One campaign buys attention. A community builds a brand.

@XY_MGMV exceeded RMB 400k+

First collaboration: 2024 RTW campaign

Seeding2024

Seeding2024

6182024

D112025

@麦颗粒GMV exceeded RMB 200k+

First collaboration: 2023 RTW campaign

Seeding2023

D112023

Tokyo show2024

D112025

We have a powerful fashion KOL network for in-depth collaboration.

Fashion-focused KOL database

• Over 17,010 KOLs for the premium / high-fashion industry.
• Detailed profiles including style, promotion value and e-commerce conversion capability.
• Strong personal connections with over 3,000 influencers for in-depth collaboration.

Scientific campaign monitor

• Tracking beyond social indicators: Mini Program visits, Tmall search traffic, add-to-cart.
• Deep collaboration with the media-buy team to maximize campaign impact.
• Customized optimization suggestions, including additional sharing within KOLs' private groups.

Gain free exposure by seeding high-potential influencers, and amplify product visibility through reposts on official accounts supported by RED ads.

High-potential fashion & lifestyle influencers

@Leona_

170k+ · Fashion KOL / golf enthusiast (2+ yrs)

@琚琚琚橘子

90k+ · Fashion KOL / skaters

@thefour

38k+ · Fashion KOL / outdoor

Reposting on OA & sales account

• Increase visibility of hero products.
• Increase sales touchpoints.

Based on the brand's annual product launch plan, we recommend developing tailored, theme-based campaigns around key collection launches as important brand moments.

Case Study · MACKAGE 26SS OASIS

Context

• Localized a global campaign into China-specific creative direction, including concepts for official product and model visuals.
• Designed integrated influencer and paid-media strategies supporting both brand storytelling and performance.
• Enabled a full-funnel approach, driving seamless conversion from awareness to purchase.

15,162

Tracking UV of Tmall

1.79

Estimated total campaign ROI

Localization campaign shooting

KOL content spans casual outdoor settings, urban scenes and product-led outfit inspiration.

Beyond key brand moments, we recommend localized campaigns for China-specific festivals, grounded in consumer insights to avoid generic global brand content.

Case Study · SIGMA 2026 New Year

Leveraging the product's camera features and New Year gifting / memory-capturing behaviors, we developed three creator-led storytelling themes, capturing moments with self, family and friends.

167,921

Post views

12,295

Engagements

¥289,770

Total sales GMV

Case Study · Missoma 2026 Qixi

Breaking from the couple-only Valentine's narrative to include maternal love. Anchored in the “holding hands” design detail, the story emphasizes support and interdependence to express the brand's values.

270,000

Post views

4,349

Engagements

¥12

CPE

Position fashion and trend media at the core to engage style-conscious audiences, while leveraging sports media during the tournament to target avid golf enthusiasts via professional player coverage.

Trend Media45%

Fashion Media45%

Sports Media10%

Unshackle golf from tradition: expand artist seeding partnerships to young, trendsetting icons to transform golf apparel into everyday streetstyle, targeting fashion-conscious youth over professional players.

Female Icons

@欧阳娜娜

20M+ · Actress / Singer

@邱天

180k+ · Actress / Model

Male Icons

@吴磊

48M+ · Actor / Outdoor

@王安宇

9M+ · Actor / Outdoor

Pro Athletes

@孙颖莎

5M+ · Table Tennis

@郑钦文

430k+ · Tennis

Continuously engage high-potential lifestyle audiences via in-feed ads, and efficiently expand beyond the core community through key moments and offline activations.

Continuously reach precise targeting groups through an always-on strategy, converting new audiences into the Malbon community.

In-Feeds

Expand the reach via precise targeting.

Interests

Engagement

Search

Brand Explore

Re-Targeting

Content themes

Build brand audiences and drive new engagement through different content themes.

Scenario-driven styling content via paid media is highly efficient.

Case Study · Sporty & Rich

75%

Lower cost per follower than the industry average.

1,000+

New followers in 7 days.

Themes like “American Preppy Style (美式学院风)” and “Riding Outfits (骑士穿搭)” are highly compatible with the brand's image and result in strong fan-conversion rates.

The Beijing pop-up arrives as a golf-rooted lifestyle moment, immersive in feel and built to spark a local community.

01

Beijing Debut

Make Malbon's first Beijing pop-up a strong arrival moment, establishing the brand as a golf-rooted lifestyle name that connects the game with style, culture and community.

---

02

Immersive Brand Experience

Turn Malbon's attitude into an immersive experience, showing how golf can move beyond the course into a more open, expressive and approachable city lifestyle.

---

03

Social Buzz & Local Community

Use the pop-up to create shareable moments, attract young lifestyle audiences and build the first layer of Malbon's local community in Beijing.

Taikoo Li Sanlitun, Beijing · the pop-up's debut stage.

Beijing brings together classic heritage, modern life and everyday local energy.

For Malbon's first Beijing pop-up, the opportunity is not to borrow the city's most obvious symbols, but to tap into Beijing's real cultural texture: historic spaces, hutong, seasonal scenery and everyday social habits that feel local, relaxed and connected.

Beijing's traditional leisure habits carry a relaxed humor and strong local character.

Read together, these everyday scenes give Malbon a more precise cultural entry point for its Beijing creative idea.

For Malbon, entering Beijing's real everyday culture can create the strongest local contrast, making the brand feel more connected, more playful and easier to share.

Riding the Beijing subway among commuters

Playing ping-pong with locals

Wandering Nanluoguxiang at night

Hashtag · TC's China Tour

6M Views on RED

---

20K Comments on RED

During the Beijing stop of his Marty Supreme China tour, Timothée Chalamet moved beyond the premiere setting and appeared in everyday city scenes, taking the Beijing subway, walking around Nanluoguxiang and buying a Sun Yingsha poster in Chinese.

These moments created a strong contrast between "Hollywood star" and "local daily life," making the campaign feel more alive, relatable and easy to spread.

Beijing's walnut-playing culture offers a local, humorous and highly ownable creative entry point.

01

A traditional Beijing leisure habit with real cultural roots

1.5K+ engagements on a single
Xiaohongshu how-to video

A Panjiayuan vendor's Xiaohongshu video on how to choose wenwan walnuts.

Wenwan walnuts are traditional hand-play objects, also known as "rubbing walnuts" or "palm pearls." The practice has a long history in China and was especially popular in Ming and Qing times.

02

A familiar Beijing image turned into a viral cultural meme

Memes, illustrations and other UGC recreations.

1M+

views across the top 5
related clips on Bilibili

400K+

views on related topics
on Xiaohongshu

In 2025, Wang Tianfang's "old Beijing walnut" performance on Amazing Night (Comedy Show) used self-aware local humor to rework a familiar Beijing image, sparking discussion and inspiring memes, illustrations and other UGC recreations.

A limited edition IP turns Beijing's walnut play culture into a collectible the brand can own.

Two ceramic Wenwan Walnut Buckets, designed as Malbon's first Beijing keepsake, presented here as two options.

01

Option 1

Bead-Wrapped

Inspired by Beijing's walnut-and-bead playing culture, the Buckets are wrapped with bead strings, ready to “Kai Pan” anytime, anywhere.

02

Option 2

Bare Form

Wenwan Walnut Buckets in their bare ceramic form, carrying the signature swirl without the bead strings.

Limited-edition Malbon Beijing merchandise turns local folk-play culture into collectible, gift-ready objects.

01

Carved Walnut Pair

Beijing 文玩核桃 with Malbon's signature smiley in silver.

02

Bodhi Bead Bracelet

A 手串 wrist strand anchored by a single enamel walnut charm bead.

03

Walnut Charm Set

Collectible enamel walnut charms, designed to be traded and gifted.

Two cultural creators carry Malbon's street-to-course voice, not a traditional golf spokesperson.

01

@黄觉

Followers 5.5M+

---

• Actor + DJ. Cross-disciplinary creator, not a traditional golf spokesperson. Embodies Malbon's street-to-course DNA.
• Long-time golfer. Years of real playing experience.
• Beijing-based. Rooted in local golf and lifestyle circles.
• Organic reach. Built-in social presence and topic value. Content featuring him carries its own distribution.

02

@大概是井越

Followers 5M+

---

• 10+ year Vlogger, MCN founder, podcast host. Content entrepreneur who has built and run the ecosystem, not just participated in it.
• Cross-category brand collaborator. Fashion, sportswear, automotive. Adapts without losing his own voice.
• Genuine golfer. The audience knows when it's real. His golf content is.
• High-retention community. Followers stick around and engage deeply.

Create a Beijing-style “Kai Pan” courtyard inside Sanlitun, using the contrast between a traditional siheyuan and the urban skyline to make the entrance feel local, unexpected and photo-worthy.

A traditional siheyuan façade in the brand's theme colors, set against Sanlitun's modern towers, with Buckets-inspired bead-string installations framing the doorway.

Oversized bead-string installation detail.

01

Siheyuan structure

The overall structure takes inspiration from Beijing's traditional siheyuan, a spatial prototype of “home” and “community” in local culture.

02

Brand colorway

By applying the brand's theme colors to the walls and roof tiles, the space becomes a “Kai Pan” courtyard set against Sanlitun's modern city skyline.

03

Bead-string façade

To echo the “Kai Pan” concept, an oversized Buckets-inspired bead-string installation wraps around the siheyuan façade, making the space more energetic, eye-catching and shareable.

Pop-up Design Moodboard

A green-inspired installation turns the courtyard's inward-facing core into Malbon's social "Kai Pan."

Siheyuan courtyard reimagined as a putting green at the heart of the space.

The Concept

The siheyuan is centered around an enclosed courtyard. By placing a green-inspired installation at the center, the space connects the courtyard's inward-facing structure with golf's community spirit, creating a "Kai Pan" courtyard with golf as its visual and social core.

Golf-ball totem
centerpiece.

Option 1: a Beijing-style golf cart installation that blends Malbon's golf identity with the familiar form of a traditional Beijing rickshaw.

Golf cart reimagined with a Beijing rickshaw canopy.

Traditional Beijing Rickshaw

Pedicab with a scalloped red canopy.

Red-canopy pedicab by the Houhai lakeside.

Option 2: a playful Buckets tanghulu cart that brings Beijing street nostalgia into the pop-up experience, creating surprise encounters, photo moments and a light-hearted local connection.

Buckets tanghulu, co-created with Malbon's smiley motif.

Beijing street tanghulu culture

A familiar candied-hawthorn skewer, reframed with the Buckets character, lets the brand meet visitors through a beloved everyday ritual rather than a product display.

A tanghulu enjoyed in a Beijing hutong.

A street vendor's lit 冰糖葫芦 display.

We seed across four creator worlds, from cross-cultural voices to dedicated golfers.

Cross-cultural Influencers

Sports, Fashion & Street Culture

#Fashion Model #Multi-Sport Outdoor Enthusiasts (Tennis, Skiing, Golf)

---

Fanbase  11K

Location  Beijing

Cooperation  Adidas, FILA

Gorpcore & Urban Sporty Creators

#Fashion KOL #Avid Golfers

---

Fanbase  73K

Location  Beijing

Cooperation  Moncler

Dedicated Golfers

#Elite Equestrian & Art Tastemakers #Avid Golfers

---

Fanbase  58K

Location  Beijing

Cooperation  Moncler

Art & Culture Tastemakers

#Founders of Pop-Culture & Lifestyle Media #Outdoor Enthusiasts

---

Fanbase  11K

Location  Beijing

Cooperation  Moncler

The West Bund opening plants golf into the rhythm of Shanghai's cultural waterfront, where 城市果岭 becomes a lived reality.

01

Identity of Malbon Community

Build a distinct identity rooted in golf, lifestyle and community, while expanding beyond the previous retail experience.

---

02

Golf Meets Art, Nature & Urban Lifestyle

Connect Malbon with West Bund, one of Shanghai's emerging cultural and lifestyle destinations, set to reinterpret Malbon's 城市果岭, where golf naturally blends into everyday urban life.

West Bund Central, Shanghai · the opening's stage.

Local Cultural Lens: Shanghai naturally embodies a refined lifestyle, shaped by a unique blend of music, art, sophistication and effortless leisure.

For Malbon's Shanghai chapter, the opportunity is not to borrow the city's most obvious icons, but to tap into Shanghai's real cultural texture: waterfront arts venues, a thriving record scene, shaded street cafes and garden-side leisure that feel local, refined and effortlessly cool.

For Malbon, creating a walkable lifestyle landscape helps connect with core sports enthusiasts while also engaging a wider, more lifestyle-driven audience.

Hashtag · #Barbour春季漫行

800K Views on RED

---

20K Comments on RED

Barbour's "Spring with Barbour" pop-up transformed Shanghai West Bund into an immersive British outdoor playground. The brand brought camping, cycling, darts and driving-inspired experiences into one walkable spring lifestyle space.

Rather than focusing on hardcore outdoor culture, Barbour used small, relatable lifestyle scenes to build connection and daily aspiration with audience.

Link the Golf community: Inspired by Augusta National's tradition of naming every hole after flowering trees and plants, "Blooming Greens" transforms the language of blossoms into a living expression of golf, nature, and seasonal elegance.

AIGC-Driven Teaser Video Directions

Direction 01

Shanghai Street Clash

Establish a sharp contrast against Shanghai Kerry Center's local street vibe to strongly spotlight Malbon's avant-garde art experimentation. This bold clash will subversively attract surrealism and art enthusiasts who match Malbon's target DNA: rebellious, style-conscious, and lifestyle-driven.

Direction 02

Teleporting Augusta to the Shanghai West Bund

Leveraging AIGC technology to visually transform West Bund Central into a blooming Augusta-inspired green, paired with physical installations to bring the legendary American golf sanctuary straight to the heart of Shanghai.

Create an open-air, mini Augusta course within the outdoor venue, using bespoke installations crafted from distinct, locally-sourced Shanghai flowers to artfully replicate Augusta's legendary floral landscapes across zones.

Oversized sculpted flower installations with branded floor-decal garden.

Giant botanical sculpture frames the pop-up entrance, creating a photo-worthy botanical sanctuary.

Aerial view: mini Augusta putting green with large-scale floral art at each hole.

01

Augusta in Shanghai

Rooted in the heritage of the U.S. Masters' home, Augusta National Golf Club, and fused with the art and natural landscape of Shanghai West Bund.

02

Floral art at every hole

Unique floral art installations at each hole of the mini green craft an artistic, botanical sanctuary that organically drives foot traffic.

03

Organic social buzz

This visually arresting landscape naturally inspires passersby to take photos and generate organic social content, amplifying the pop-up's reach beyond the venue.

Pop-up Design ｜ Store Decoration

The Concept

Transform Malbon's brand-new West Bund boutique into a comfortable, natural, and art-infused living room that redefines the modern retail experience.

Opening-day experience:

Fresh flowers, vinyl music and lounge-style seating create a softer, more social atmosphere for guests to stay, talk and take photos.

Branded playlist asset:

The selected vinyl tracks can become a Malbon playlist for future social posts and offline events.

Long-term community format:

The concept can evolve into regular in-store salons, giving members and golf friends more reasons to return.

Creatives are mockups for visual reference only.

Pop-up Design Moodboard

Marimekko Unikko 60 Years: events in Shanghai.

▶

2.7M+

Impressions

13,000+

Engagements

400+

UGCs & photo comments across organic posts and comment bars

First

Local-produced digital creation, utilizing AI, CG and shooting

First

Trunk Show livestream on RED

Press Release Strategy: Amplify Event Impact via Media Recaps

Reference Coverage Wall

Cross-cultural Influencers (Sports, Fashion & Street Culture)

Fashion KOL

#Fashion KOL #Avid Golfers #Fashion Model & Dancer

---

Fanbase  180K

Location  Shanghai

Cooperation  FILA, CHANEL

Action Sports Athlete

#Action Sports Athlete #DJs & Music Producers

---

Fanbase  15K

Location  Shanghai

Cooperation  Lululemon

Multi-Sport Outdoor Enthusiast

#Multi-Sport Outdoor Enthusiast #Outdoor Enthusiasts

---

Fanbase  73K

Location  Beijing

Cooperation  DESCENTE

All-Terrain Action Sports Enthusiast

#All-Terrain Action Sports Enthusiast #Avid Golfers

---

Fanbase  15K

Location  Shanghai

Cooperation  DIESEL

Sponsored KOL spend is concentrated on the commercial moments that move golf sales in China.

What the first year is expected to deliver across Red, WeChat, PR and the KOL campaign.

The KOL campaign drives roughly 6.6M of those impressions plus about 289,000 video views, on a benchmark ¥88 CPM and ¥15 CPE. WeChat is also projected to add around 12,000 followers over the year. The PR program layers on 60 media features and 3 to 7 celebrity placements a month as added earned reach, on top of the figures shown. Figures are estimates based on current Red, WeChat and KOL benchmarks, the planned seeding volume, and the quoted media budget.

A twelve-month footprint that pairs earned coverage with paid reach across Red and WeChat.

Earned posts, an on-site KOL roster, and gifted seeding sit alongside a year of paid impressions and engagement, the projected scale of the Beijing program.

HEYTEA AI collaboration video: boosting engagement and likes.

▶

HEYTEA CGI Hybrid video

Click to watch

▶

UNIKKO 60th Anniversary

Click to watch

329%

Engagement uplift

10K+

Likes on RED video

+7,000

Instagram likes

AGATHA 50-year events: we provided the campaign's creative theme, completed the online planning and execution, and supported the offline creative concept.

20+

Social posts on WeChat Channel & RED

First

Offline brand exhibition in China, supported by the French Trade & Investment Agency

100+

Key guests from the fashion industry attended

740+

Photo assets · plus multiple design materials

2

Video assets: event recap and brand-pronunciation showcase

We structure creator partnerships in tiers, matching investment level to audience scale and content role.

We recommend using the Xiaohongxing Tracker tool to gain deeper insights into influencer performance and optimize campaign effectiveness and collaboration strategies.

Xiaohongxing enables you to know

# of store visits coming from RED · # of add-to-carts · # of RED-related purchases

Xiaohongxing requires

Campaigns launched through the RED backend (“Sponsored notes”) · at least 2 KOLs per campaign.

Top-50 ROI varies by industry

250%

Fashion

200%

3C Electronics

200%

Home & Decor

150%

Beauty

Tmall tracking backend dashboard · initial testing and performance tracking for accessories-category clients.

One operating rhythm runs seeding and campaign from brief to GMV, every step owned and tracked.

Three phases carry audiences from attention, through the carnival peak, into a sustained China presence.

Phase

Tactic

01 Attention

Build awareness and curiosity ahead of the launch.

• ›Beijing Kai Pan campaign video clips to set the campaign tone
• ›Founder short film or Bucket-led motion poster as teaser content
• ›Engagement campaign #Malbon万事皆可盘 to drive online-to-offline traffic
• ›Paid media amplification

02 Carnival

The peak moment: the event and its amplification.

• ›Full campaign video release
• ›Event recap video and imagery release
• ›Local media aggregator exposure
• ›PR article release
• ›Paid media amplification

03 Sustain

Carry momentum into a lasting China presence.

• ›VIC, Club Member and KOL event exposure
• ›Continuous UGC collection under #Malbon今日开盘 to sustain social buzz
• ›Selected UGC/KOL reposts and community interaction on official accounts
• ›Paid media amplification

A three-stage press cadence pre-heats the Beijing event, then converts coverage into long-tail retail traffic.

01 Stage 1

Media aggregator pre-heat

Invite Beijing-based media aggregators to shoot and pre-heat the event, building consumer anticipation and awareness.

Reference Case

Shanghai BANG × Marimekko, JW Marriott Hotels pop-up

02 Stage 2

Industry-leading media in-depth interview with founder / CEO

Driving brand exposure and deep interpretation for professional audiences through insights into brand background, creative philosophy, and the Chinese market, while providing strategic pre-heat for the Beijing event.

Reference Case

iWeekly × Marimekko Creative Director in-depth feature

03 Stage 3

Amplify event impact via media recaps

Release offline event materials through fashion and lifestyle media to highlight Beijing event highlights and limited-edition products, generating sustainable long-tail traffic for upcoming retail stores.

Reference Case

Vogue China × PDPAOLA store launch

An estimated 30 seeded posts, tiered to move the conversation from reach to repeated impression.

01 Top-tier KOL 3–5

Touch the head circle and draw attention to Malbon and the product.

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02 Mid-tier KOL 10–15

Aggregate a variety of content types of exposure, deepen consumer impression.

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03 Raising influencers 15–20

Fashion, Lifestyle and Sports KOL explain the product through video, enriching mix-and-match styling content.

Objective

• Product showcase
• Product introduction
• Brand awareness

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Form

• Unboxing / JOTD / OOTD
• Vlog / Plog / Shopping Haul

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Categories

FashionLifestyleSports

Beijing Limited Edition PR gift box seeds every tier.

Seeded on RED

Mix-and-match styling content across Fashion, Lifestyle and Sports voices.

Appendix · Beijing Offline Event · Ads Promotion

on RED

Pair broad in-feed exposure with the brand zone to convert high-intent search.

Drive awareness through in-feed exposure, while using the brand zone to precisely communicate brand positioning and target users with strong brand exploration intent.

01

In-feeds

Native placements in the discovery feed build reach and lifestyle association.

Sports Community Style Trendsetter

84M

Estimated Audience Volume

02

Brand Search Banner

The branded search zone owns intent. It frames positioning the moment a user looks the brand up.

Brand Exploration Intent

15M

Estimated Audience Volume

Appendix · Beijing Offline Event · WeChat Moment Ads

WeChat Moment Ads enrich Malbon's brand identity and drive qualified traffic into the mini program, building long-term CRM growth.

LBS Targeting

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01

City Explorers & Travelers

Users and travelers within a 5km radius of Sanlitun.

02

Golf Clubs & Resorts

Members of clubs such as Beijing Honghua International Golf Club and CBD International Golf Club.

03

Colleges & Universities

Students whose interests and behaviors index toward golf, tennis and similar sports.

Case · Marimekko Holiday Campaign

WeChat Moment Ad

Key Results

2,615,274 Total Impressions

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22,686 Total Clicks

12,246 Mini Program Visits

Always-on Red and WeChat operation, fully localized and run by a dedicated China team.

Quotation excludes customer service. A 6% VAT applies to the contract amount.

A steady seeding engine for organic mentions, plus paid KOL campaigns timed to the Chinese commercial calendar.

KOL campaign budget is additional to the retainer. A 6% VAT applies to the contract amount.

Pop-up Design | Installation

Deploy a Malbon-themed flower truck where pedestrians can redeem a bespoke premium bouquet by interacting with the brand's social media accounts, driving organic digital growth and on-site viral buzz.

Lush branded bouquet display, Maison Margiela Paris reference.

In-store flower gifting activation, Louis Vuitton reference.

Open-air flower truck installation, Prada Paradoxe reference.