01
FILA Joins the National Team for the 2026 Winter Sports Event
As the 2026 Winter Sports Event approaches, the Winter Sports Management Center of the General Administration of Sport has officially announced the roster for the national freestyle skiing aerials team. As the long-term partner of the Chinese Freestyle Skiing Aerials National Team, the sportswear brand FILA has officially launched the 4810 Peak Snow Shell. This product is the same training gear used by the Chinese Freestyle Skiing Aerials National Team, incorporating technology derived from competition suits. It will not only accompany the national team to the 2026 Winter Sports Event but will also be available for purchase through official FILA channels.
The Chinese Freestyle Skiing Aerials Team, known as the "Dream Team" of China’s snow sports programs, has accumulated extensive experience in fostering generational transitions with a mix of experienced and emerging athletes. Veterans such as Xu Mengtao and Qi Guangpu continue to lead, while key figures like Wang Xindi provide strong support during their prime years. Meanwhile, young talents such as Chen Meiting and Li Tianma are rapidly advancing. Since 2014, FILA has partnered with the Chinese Freestyle Skiing Aerials National Team for over a decade. Their collaboration extends beyond on-field performance, as FILA continually optimizes its equipment system around training, competition, and off-field needs, striving to offer high-performance and reliable professional support across various stages and scenarios.
The 4810 Peak Snow Shell released by FILA this time is the same training suit used by the Chinese Freestyle Skiing Aerials National Team. The product incorporates the "FILA 4810 Peak Technology" featured in the team's competition suits, utilizing Dermizax fabric that excels in windproofing, waterproofing, and abrasion resistance, effectively addressing complex and variable outdoor environments. Additionally, it introduces an innovative thermal zoning design that achieves intelligent airflow circulation through zonal insulation, maintaining thermal balance in winter sports scenarios. This provides lasting and stable comfort for winter sports enthusiasts.
The release of the 4810 Peak Snow Shell marks an important step for FILA in extending the "FILA 4810 Peak Technology" from competitive sports scenarios to broader consumer use. By transforming professional technologies from the national team into tangible, experiential, and trustworthy product value, FILA continuously refines its product portfolio to allow more winter sports enthusiasts at different stages and levels to experience the "championship-level technology."
02
PGI Accelerates Platinum Jewelry Consumption Upgrade
Recently, the International Platinum Guild (PGI) officially partnered with JD.com to enhance the online shopping experience for platinum jewelry. Facing a complex global economic landscape and structural changes in the consumer market in the fourth quarter of 2025, the International Platinum Guild implemented a series of strategic initiatives based on the overall development of the industry. With a precise understanding of consumer trends, the association adopted the upgraded concept of "Resilient Platinum" (the Metal of Truth) as its core philosophy, systematically building a full-cycle marketing loop centered on emotional connection, product innovation, scenario-based experiences, and sales conversion. This approach effectively drove efficient transformation from brand awareness to market sales for platinum jewelry.
In October, the association successfully hosted the "Xuanzang Road Gobi Challenge Race," themed "Endurance Over Miles, Illuminating the Heart's Journey," integrating the unique qualities of platinum with the spirit of Master Xuanzang’s perseverance and pursuit of truth. Simultaneously, the association continued to cultivate consumer engagement through social platforms, establishing a collaborative communication matrix involving Key Opinion Leaders (KOLs), Key Opinion Consumers (KOCs), and Key Opinion Sales (KOS). In the fourth quarter, Pt x "Lifestyle" campaigns aligned with shopping events such as Singles’ Day, Double Twelve, and year-end gifting, focusing on self-indulgence, friend gifting, romantic tokens, and emotional bonding in diverse lifestyle scenarios. These efforts resulted in content that resonated deeply with consumers emotionally. Furthermore, celebrities and influencers were engaged to associate platinum jewelry with fashion attitudes, professionalism, or personal narratives, shaping a positive, resilient, and pure image of platinum jewelry in modern life.
In terms of product breadth, the association collaborated with JD.com and leading jewelry brands such as Chow Tai Fook, Chow Sang Sang, Luk Fook Jewellery, Chao Hung Ji, Zhou Liu Fu, and Cleor, launching popular items and innovative designs catering to wedding celebrations, everyday fashion, and self-expression during the "Platinum Glitter Shopping Festival." For product depth, the association focused on achieving cultural empowerment breakthroughs for platinum jewelry. In October this year, the association partnered with Hui Cui Lou Jewelry to transform the cultural IP and spiritual essence of the "Xuanzang Road" into wearable and inheritable jewelry pieces, including the "Hui Cui Lou Jewelry × Xuanzang Road" series featuring platinum prayer beads and staff necklaces. Additionally, the association collaborated with Chow Tai Seng to launch new collections: the "Platinum Light" and "Platinum Charm" series.
Building and optimizing sales scenarios is crucial for closing the last mile of consumer conversion. Online, the association strategically partnered with JD.com, establishing it as the designated e-commerce channel for platinum jewelry in China. By leveraging the association’s authority, the brands’ influence, and the platform’s traffic management capabilities, JD.com became the trusted and preferred online destination for purchasing platinum jewelry. This collaboration resulted in over 110% year-over-year growth in total transaction volume for platinum products on JD.com, with top brands seeing over 230% growth. The campaign reached over 7 million online impressions. Offline, the association deepened its partnership with Suning Department Stores, creating an exemplary model of experiential marketing. Conducted between December 2025 and January 2026, covering Christmas and New Year’s peak shopping periods, the campaign built a marketing loop centered on experience, communication, and sales. This loop not only directly boosted platinum jewelry sales within the Suning ecosystem but also elevated brand visibility and mall foot traffic through city-level social events.
03
Xufuji's New Year Candy Parade 'Tours Shanghai'
As a brand hallmark Spring Festival marketing IP, Xufuji’s ‘Treat the Nation to 100 Million Candies’ parade event has received a comprehensive upgrade this year. It systematically builds a brand moat across three dimensions: length, depth, and breadth. This 39-day nationwide tour is setting a new record in brand Spring Festival marketing.
Firstly, the extension in length. This year’s parade fleet evolved from regional pop-ups into a nationwide journey spanning east to west, aiming to let more people encounter this mobile festive spirit right at their doorsteps. Next, the deepening of roots. The initiative of 'dispensing candies in creative ways' conveys heartfelt intentions. The parade route was meticulously planned, passing by iconic buildings, commercial hubs, and road sections with the character “Fu” (blessing); meanwhile, offline candy distribution events at网红 (internet-famous) scenic spots were introduced. Staff dressed in Tang costumes visited landmarks such as the Great Wall and Summer Palace in Beijing, and Datang Everbright City in Xi’an, handing out candies and blessings to passersby. Lastly, an expansion in breadth. Xufuji embraces emerging channels like e-commerce and instant retail, partnering with leading platforms such as JD.com, Meituan, Pop Mart Supermarket, and DingDong, to conduct interactive collaborations during some sessions. During on-site activities, consumers can place instant orders and have products delivered to their homes.
On January 17th, the Shanghai leg of the New Year candy parade roadshow commenced at the riverside square of the North Bund National Cruise Terminal Center. Adjacent to the venue was a New Year candy jar ring-toss game area, while crowds gathered at the grand “Bund Candy Shower” during hourly intervals. The giant human-operated New Year candy claw machine remained bustling with visitors throughout.
The star behind the parade is Xufuji’s flagship product for the New Year series—the New Year candy bucket. Inspired by Tang Dynasty culture, the bucket’s packaging incorporates elements from renowned Tang paintings, with a newly illustrated horse motif on its waistband symbolizing 'instant success,' reflecting auspicious holiday symbolism. Drawing from the characteristics of Tang attire, the candy wrappers showcase resplendent Tang aesthetics through iridescent coatings. The product assortment includes soft candies favored by children, flaky candies preferred by elders, marshmallows popular among the youth, and new flavors of fruit jellies. Additionally, Xufuji strategically upgraded its gift boxes. The classic 'Family Bliss' series reinforces visual associations of family reunions, acting as an emotional bond for households; the new 'Dragon and Horse Deliver Blessings' series features modern Chinese aesthetics, becoming a practical yet collectible New Year gift option.
04
HOURGLASS Releases Thematic Documentary
HOURGLASS, a premium vegan beauty brand committed to excellence and innovation while upholding animal welfare, released a public service documentary titled 'Boundless Beauty Begins with Belonging.' Entitled *Return to the Wilderness*, it chronicles the conservation journey of Przewalski's horses, profoundly conveying the brand’s mission and actions toward animal care.
Przewalski's horse, the only surviving wild horse species on Earth, was declared extinct in the wild in China during the 1970s. Since the launch of the 'Wild Horse Repatriation' program in Xinjiang’s Kalamaili Mountain in 1985, efforts to expand the population through artificial breeding and subsequent rewilding training have allowed these horses to gradually adapt to their natural habitat within national nature reserves, embarking on a path back to their homeland. After nearly four decades of dedication by conservationists, the Przewalski's horse population, which initially comprised just 11 individuals, surpassed 900 by 2025, reviving life threads across their native lands.
The public service documentary *Return to the Wilderness* captures the reintroduction journey of Przewalski's horses through poignant and authentic footage. Following the perspective of brand ambassador Elle Fanning, it visits conservation experts who have long studied wild horses, sharing stories of perseverance and dedication from the frontlines. Through serene yet powerful visual storytelling, the film not only conveys the mission and actions of protecting Przewalski's horses but also encapsulates the brand’s enduring philosophy: true conservation enables Przewalski's horses to roam freely in the wilderness once again; true luxury lies in respecting and safeguarding every living being.
