Fan Zhendong

Do you choose short-term commercial conversion through mass market traffic drivers, or do you stand by a high prestige icon to build long-term brand equity? So first up today, we're going to look at two very contrasting examples from major brands in China and unpick some of the decisions that they made in their choice of brand ambassador.

So first up, Fan, we've got Rimowa.

So Rimowa have embraced table tennis champion Fan Zhendong.

And it's really fascinating because he's been through a highly controversial career pivot.

So he's moved to the German Bundesliga for table tennis.

And in this campaign, they have paired Fan Zhendong with Jay Chou for a seemingly unscripted, fairly resonant ad that many of the Chinese internet users are calling the ad of the year.

So let's pick this apart first of all.

Obviously, Rimowa, very high prestige brand.