SPAKEYS Eighteen Underwear Brands Debut at Times Square

Founded by the foundry, Xianyi Min Co., Ltd. (hereinafter referred to as Xian Yijun) recently selected the grand opening of its new brand, SPAKEYS, in the tall New York Times Square. Previously, SPAKEYS had not yet advertised in any domestic media, and only sold and sold via social media Weibo and WeChat.

From August 8th to August 10th, local time, on the main screen of East New York Times Square, building 3, the models wearing red silk pajamas caught people's attention. The patterns on the pajamas were very Chinese style. This is exactly the Chinese brand SPAKEYS. The model wearing red silk pajamas only showed his chin, obviously not the protagonist. The prominent logo in the upper left corner is SPAKEYS. The slogan underneath the logo is "Your grace will never die".
Xian Shiyi’s marketing manager Ding Shijin told the “First Financial Daily” that foreign brands are the main players, mainly promoting Chinese style, silk culture, and elegant Chinese dreams. After this brand debut, SPAKEYS will launch more new products one after another.

SPAKEYS at Times Square in New York City

Why choose Times Square?

Why did SPAKEYS, which had only been promoted through social networks, choose the New York Times Square with global attention for the first time?
The international dimension of Times Square contrasts sharply with the traditional sense of Puning in Jieyang, Guangdong, where the brand was born. However, there is an interesting detail. In the news released on foreign media such as PR Newswire, the news source is China Puning. According to the English expression, the word PUNING became the beginning of the full text. From this small detail, one can feel the love of SPAKEYS founder Yan Hongzhong for his hometown.

Why choose Times Square? Ding Jinjin told the newspaper that fashion has no borders and he hopes to promote China’s good things. Chinese brands also occupy the commanding heights; and in terms of influence, the status of the Times Square is irreplaceable.

This may be the first appearance of a Chinese underwear brand at Times Square in New York City. A PR News report said, “Maybe it’s not new for Chinese brands to land on New York Times Square, but an underwear brand completely surprises everyone.”
SPAKEYS has approached Times Square through the agency company Jushengwanhe. Domestic agents such as Xinhua Film Gallery, a wholly-owned subsidiary of Xinhua News Agency, BlueScope, a subsidiary of Dalian Outdoor Media Group, and Blue Curtain, are subsidiaries of the company.

How much does it cost to advertise on Times Square? According to a blue sky screen that had previously provided the media with a quotation, the two-week advertising fee in Times Square was 1.18 million yuan. In terms of minutes, the price of the entire New York Times Square is almost 100 to 300 US dollars.

In recent years, more and more Chinese companies have chosen to advertise in New York Times Square. The Wall Street Journal reported in 2012 that the Times Square had an annual passenger flow of more than 50 million passengers.

Analysts commented that for Chinese companies, the purpose of advertising in Times Square is not to directly attract overseas consumers, but to bring back influence.

According to incomplete statistics, Chinese companies that have advertised in Times Square in recent years include Sanjiu Pharmaceutical, Gree Electric Appliances, Jingdong, Alibaba, Mito Xiuxiu, Qihoo 360, etc. In addition, China’s national image propaganda film 2011 1 The month was continuously scrolled for a month at six Times Square screens. Cities such as Chengdu, Jiujiang, Guilin, Zhangjiajie, Jinggangshan and Lijiang have also carried out image publicity in Times Square. The game "Journey 2S", the TV show "Heroes of the Chinese Characters", the movie "The Return", "The Post-Expiration Day" and the Renmin University of China are all on display in the Times Square.