By Lisa Li

As the main author of MobileYouth, Graham Brown has inspired us with his writings on youth insights and youth marketing. Among my favorites are ‘I’m not interested in mobile marketing’, ‘50 trends in youth marketing’ (see below), and the latest ‘Red Bull’s 5 lessons in youth marketing’, among others. (I personally am highly amazed by his high productivity.) Aside from youth marketing and mobile, Graham also writes about human behavior, travel, psychology, and a collection of letters to his son. ‘Living life forwards, understanding it backwards’.

China Youthology is honored to have Graham with us to discuss the following topics:

1) Change of media landscape and trends in youth marketing; 2) Trends in youth’s mobile life; 3) Localization and globalization of products/ marketing in emerging markets.

Youthology: Can you give a brief introduction of yourself, your experience in technology, marketing and/or youth sector? And an introduction of Mobile Youth?

Graham: I’m just an average guy with an un-average passion for story telling, understanding youth behavior and making that pay for companies. We (myself and Josh) started mobileYouth in 2001 knocking on company doors when tech outfits were telling us “we don’t do kids”. 8 years on, we’re helping these companies improve their bottom-lines. Living in Tokyo in the 90s combined with my psychology background peaked my interest as an observer in how brands communicate with youth. Now I’m a participant and get the opportunity to take off (as with the recent 5 week mobileYouth tour covering America, Asia, Africa and Middle East), meet great brands like Red Bull, Threadless and of course speak to you guys here at Youthology.

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Filed under: Great Minds Think Alike Or Not, Internet & Web2.0, So What?, Technology, community, Graham Brown, media, mobile marketing, MobileYouth.org, social marketing, Technology, Youth marketing | Post a comment

By Lisa Li, Helen Yu, Ryan Zhang

On May 2nd, more than 2,000 young people (mostly university students) gathered at Chaoyang Park, Beijing, for Lining’s ‘Evening Fun Run Event’ that consisted of a 6 kilometer journey of jogging, an open-air live concerts (of pop stars including Soda Green, Xu Wei, Hua Er, Lin Youjia, etc.), and various games and gifts. Watch the video below to get a feel of the event.

China Youthology started to follow this campaign since Apr when we noticed this from an outdoor ad, more specifically:

• Pre-event: online research on online media touchpoints of this campaign and response; in our campus visits we happened to see the in-campus presence and did some intercept interviews (voxpop)
• In-event: participatory observation (we ‘funded’ two university students to participate, observed them through the event, and did an interview with them after the event); interviews with a few participants (voxpop)
• Post-event: a very quick online research on feedback (blogs and forums)

We had a lot of fun at the event, from the gift pack and the ‘evening run equipment’, to the small surprises accompanying us through the 6 kilometer journey (for example a band playing on top of our head on an arch), to the moment when we hailed like crazy to the pop stars… From time to time we almost forgot we were there (at least partly) for research purpose.

We find the campaign an interesting case, and herewith discuss what we learnt from it.

Through the many details, we saw Lining’s understanding of what’s cool and fun to youth:

1. Good choice of pop stars, and a good combination – from mainstream stars (like Anson Hu and Xu Fei) to the popular ‘independent’ bands (such as Soda Green). As a matter of fact, more participants came for their favorite stars than for sports at least at the beginning.

2. Creative design: Lining crossovers with local and independent designers (at The Thing) for limited tees, sneakers, and graffiti wall. Gift package, the tickets-necklace are much liked by participants.

3. Fun and play: the phrases of ‘running at night for fun’ (夜里跑着玩儿) and ‘night owl’ themselves give a more fun and light flavor to jogging. The many small games provide options for people to play.

A good connection with sports culture and category:

‘I want to keep fit but sports are too boring to me. This kind of experience makes running more playful and enjoyable. Sports is not that bad.’

Sometimes it seems harder to create a linkage between the cool and fun stuff and the category than to do something cool and fun itself. However, the event has been crafted to be much relevant to sports. And sports are addressed in a fun and trendy way with the involvement of music, fashion, and games. Although many people came for the concert rather than the running, after the running session people were all excited about the fun experience of running and they really seemed to enjoy the sports.

Young people wrote about this event in blogs/ spaces. One of them says (http://blog.sina.com.cn/s/blog_483cea6f0100ddix.html):

‘I went to Lining Fun Run event during May Day Holiday. I ran the unbelievable 6 kilometers, almost died when I listened to Soda Green, and I saw my dear Lin Youjia, and I got ‘high’ like hell with Hua Er’

Filed under: Music, So What?, Sports, What's Up?, campaign, case, celebrities, China, Lining, marketing, Music, Sports, youth | Post a comment

By Zafka Zhang, Lisa Li

It seems to be the season for ‘music festivals’. Strawberry Festival in Beijing (May 1st – 3rd), Di Tan Folk Festival in Beijing (May 1st – 2nd), D-22 3-year Anniversary Party in Beijing (Arp 30th – May 3rd), Midi Festival in Zhenjiang, Jiangsu Province (May 1st – 3rd), Hot Wave Festival in Chengdu (May 1st – 3rd), West Lake Festival in Hangzhou, Zhejiang Province (May 28th – 29th)…

We spent 2 days in Strawberry Festival, had much fun, and some thoughts/ questions to discuss here: from background, youth culture, to branding.

These music festivals are stages for the independent bands/ musicians. The first music festival of this kind dated back to nearly 10 years ago (Midi Festival in 2000). Over the last decade, not only the number of independent musicians and listeners largely increased, but also the scene of independent music becomes much more developed and diversified. Music festivals come to be a concentrated manifestation of the youth subculture.

1. MUSIC FESTIVALS AND INDEPENDENT MUSIC IN CHINA - BACKGROUND

Growth of community: There has been a lot of discussion on the development on China’s independent music scene. CNN covers Beijing’s rock scene here (in English), <City Pictorial> threw a special issue on ‘the Age of Independent Music in China’ (in Chinese), and Transmit China 2009 conference recently  I attended explores the changing face of Asia’s music marketplace.

The independent music group have developed to a greater diversity: from rock, punk, to electronic, hip-hop, folk, experimental, indie pop, jazz, etc. With less than a year, more than 2,000 bands/ musicians have opened their homepages on Douban.com, among which indie pop, electronic and folk tend to stay on top. Online creative community Neocha.com has launched its music player NEXT for independent music. Sean Leow, the CEO of Neocha.com has written about the local jazz, electronic, hip-hop, and rock here.

Local independent music is now enjoyed by a growing base of youth. More people are happy to spend on live concerts. Although in its early stage of development, the market of live concerts is growing rapidly. The major music festivals have become iconic events. Events like Strawberry, Midi, and Hot Wave each attracts much more than ten thousands of audience (this year 25 thousands for Midi, 30 thousands for Strawberry, and 150 thousands for Hot Wave according to the media reports).

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Filed under: Creative culture, Music, So What?, band, China, independent music, marketing, midi festival, music industry, pepsi, strawberry festival, youth | 4 Comments

Zafka Zhang, Candy Yang

‘我想我们需要——有力的美。年轻就应该跑得快，跳得高，打篮球，大声的说话，使不完的劲，不停冒出那些浪漫的想法，拔腿就去……’

‘I think what we look for is the beauty of life, with strength. This is what being young is like: run fast, jump high, play basketball, speak loudly, inexhaustible energy, endless romantic ideas, and always ‘go for it’ without a moment of hesitation…’ J-Fever (小老虎)

J-FEVER: a native of Beijing, born in a Chinese Tiger year – 23 yrs old, 180cm tall, sort of thin, and very well-mannered. He is from an ordinary family, yet with unordinary experience. J-FEVER is the member of Long Men Zhen Group and the Chinese Organic Union (C.O.U.). He won the champion of the first and second years’ Dragon-Tiger Fight Chinese MC Battle and was regarded as one of the best Freestyle MCs in China. In 2007, C.O.U. released their first Jazz Hip-hop album, Organic. In 2008, Long Men Zhen, as a renowned Hip-hop group in China, participated in the largest Chinese Culture Festival in London – China Now, and was interviewed by numerous media including BBC.

Hip-hop, as the most important global youth culture movement, is loved by Chinese youth as well. In China it becomes a way of self-expression and plays an important role in the popular culture. China Youthology and J-FEVER met in Nike Lebron’s Night in Beijing 798 Art District. He was the very superstar on the stage that night.

The hip-hop culture has developed for years in China. However we notice an interesting contrast. On one hand, Hip-hop has gradually turned to the mainstream and become much commercialized. Since the mid of 1990s, the hip-hop elements in Korean popular music and Chinese local popular music has been the main sources through which Chinese mass youth get to know hip-hop. Meanwhile, more and more brands use hip-hop elements in advertisements and marketing campaigns for the image of ‘young and cool’. Examples include the Hip-hop Contest by M-Zone and ‘My Computer, My Stage’ by HP. On the other hand, insiders of the hip-hop community, or the real lovers of hip-hop, worry about the development of hip-hop culture in China and wonder ‘Why hip-hop is yet to be a real pop culture in China?’ Many discussions are targeting the misunderstanding of the hip-hop community and improper use of hip-hop in commercial activities and marketing campaigns in which the hip-hop group have little interest.

When Brands can truly understand the local hip-hop community and culture, not only the marketing campaigns can be better crafted to resonate with local youth (both edgy and mass youth), but also the local hip-hop culture can be empowered/ promoted towards healthier development. The Brands should hold their attitude towards the hip-hop culture on the basis of equality and respect. To truly understand the group is like what the young people put, ‘please send someone who talks my language’. Brands should continuously bring value to this group, to promote its development through offering commercial help and opportunities. Listening to the needs and wants of the hip-hop group is a good start of dealing with the misunderstandings. Hope this interview can provide an opportunity for people to understand more about the local hip-hop community through the real stories.

According to China Youthology’s framework of understanding communities, J-FEVER is a celebrity of hip-hop community. We really appreciate J-FEVER for telling us his personal stories and his genuine feelings and views. The following questions were discussed in the interview,
1) Identity and self-expression: How J-FEVER became who he is today? What makes him rap?
2) Hip-hop community in China: The barrier of laddering-up in community and the split of the four key elements of hip-hop in China
3) About COOL culture and Brand: redefine ‘cool’ and evaluation of brand activities.

Note: J-FEVER posted this interview on his homepage on Douban. This interview has arose a lot of discussion in his community. CLICK here to see more (in Chinese).

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Filed under: Music, So What?, China, Hip Pop, J-FEVER, youth | Post a comment

By Lisa Li

On Jan 17th, our report ‘China Youth Trends’ was featured on Modern Weekly (周末画报) and received good feedback.

Over the past several months, we have shared the report, with more marketing implications and cases added, with our clients and friends. The comments and questions from them have helped us refine the report. And their recognition and compliment has encouraged us to put the presentation into a more readable and comprehensive form to share with a bigger audience.

In the paper, five trends are depicted. They are New Citizen, New Chinese, New Geek, New Entertainment, and New Life. For each trend, we have talked about 1) the background and the social/economic/cultural triggers, 2) the nuances that lead to a deeper understanding, and 3) implications for brand marketing (with cases).

Thanks to people who have contributed to the paper with their questions and ideas on youth trends and youth marketing: Our friends and/or clients at Pepsico Foods and Beverages, Nestle, Pernod Ricard, Johnson & Johnson, Nokia, Li Ning, TBWA, McCann Ericson, JWT, BBDO, Dentsu, IDEO, Trendburo, Modern Weekly, Urban China, 0086, Douban.com, Xiaonei.com, Neocha.com, 360quan.com, Sohu.com, and many others that are not listed. Thanks to Angie Wu Chin for proof reading. And thanks to the great thinkers who have constantly inspired us, for example, mobileyouth, kumeugirl, and trendburo.

THE PREVIEW OF PAPER (from scribd.com) IS BLOCKED BY ‘THE GREAT FIRE WALL’ AND YOU MAY NOT BE ABLE TO VIEW IT IF YOU ARE IN CHINA. PLEASE Download the paper here

China Youth Trends and Biz Implications by China Youthology

If you prefer a less wordy and more visual presentation, check out a less comprehensive but easier-to-read ppt presentation below:

Filed under: China Youthology News, Creative culture, Fashion & visual arts, Internet & Web2.0, Methodology, Music, So What?, Social volunteer, Technology, China, consumer trends, Design, innovation, marketing, research, trends, youth | 14 Comments

By Zafka Zhang, Lisa Li

Since the founding of China Youthology, we have been constantly inspired by people who share the same passion as us. We decided to continue the discussion and, more importantly, share the inspirations with the dear readers of this blog. ‘Great minds think alike; or not’ is a series of interviews with the thought leaders on the topics of youth culture and youth marketing.

It’s a great honor to kick start this section with Sean Leow, founder of Neocha.com, a China’s leading online creative community. Sean is a good friend of us. And China Youthology have worked with Neocha on a research on creative youth (the users of neocha.com) - the report will be released soon. We expect more cooperation in the future with Neocha as the creative community becomes an increasingly important part of a holistic research of youth culture.

In the interview, we have discussed the topics below:

1. Neocha.com and its community
2. The local creative culture and creative industry
3. Practice of youth marketing in China

(Sean Leow)

China Youthology: Can you give a brief introduction of yourself, your interaction with youth, branding, and trend research, etc.

Sean: I am half Chinese, half American and grew up in Menlo Park, California. For the past 6 years, I’ve lived throughout China and most recently in Shanghai for 3+ years. I’ve always had a passion for creative youth culture, especially in China, and I’ve been particularly inspired by what creative youth are doing not just in Shanghai or Beijing, but throughout the whole country.  Combining this passion with my love of technology, I started Neocha.com a little over two years ago. Neocha.com is a social networking site dedicated to Chinese creative communities.

China Youthology: Neocha.com is among the most influential online communities for creative youth of China. It has just celebrated its second anniversary. Can you talk about Neocha.com.

Sean: My co-founders and I originally started Neocha.com because we felt there was a lack of opportunities for Chinese creatives and those interested in creative communities to connect and collaborate. We launched Neocha with a creative festival in Shanghai in which we had 80+ creative groups, 9 bands and around 10,000 attendees (video link).  For the first 6 months, Neocha was a side project that we all worked on part-time, but as it grew, we decided to go full-time and try to make it a business.

Along with the advertising and events that we run on Neocha.com, we now focus on leveraging Neocha.com and each of the Neocha team members expertise / knowledge of creative communities in China to drive our consulting service. For this work, we help brands, agencies and organizations understand and engage with creative communities and trendsetters in China. These projects take many forms—from identifying and surveying opinion leaders, to consulting on marketing strategies, to organizing innovative online and offline events, to helping clients source original Chinese creative works for branded content, etc..

In 2009, we are working on some cool new projects including: a nationwide electronic musician talent search, a book that we will publish with PSFK, new issues of our webzine <Blow Up>, a new Chinese / English blog dedicated to creative culture in China and finding ways to help musicians better promote and sell their music internationally.

We just had our second anniversary party and are still a small team of people doing what we are passionate about.

In the coming months, we’ll have some exciting developments to announce, particularly around our consulting services and music on Neocha.com. Stay tuned.

China Youthology: We have talked about the local creative industry and creative generation on China Youthology blog. Some people are optimistic about Chinese creative, some dubious on both the creative capabilities and the demand side. How do you view the creative industry in China?

Sean: I am obviously very optimistic about China’s creative potential. At the same time, I know how new creative industries are in China and that it will take some time to fully mature. With the pace of change in China, that development will come earlier than most people expect.

China Youthology: What are the most impressive works/ content you find in Neocha.com recently? Can you give us a brief introduction?

Sean: There really are way too many to list here. We find old stuff on the site everyday, and new stuff that users are uploading. It’s very inspiring. Below is a small sampling of my favorite creatives that I’ve been enjoying lately:

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Filed under: Creative culture, Great Minds Think Alike Or Not, Internet & Web2.0, So What?, What's Up?, Creative culture, creative industry, Neocha.com, Sean Leow, Youth marketing | 2 Comments

By Helen Yu, Zafka Zhang

The economy downturn has evoked discussion and attention on university students’ employment since late 2008. China Youthology is also keen to understand the changes in the work life and related values – preference and criteria for career decisions, views towards starting up, etc..

In a recent trip to Shanghai, we interviewed our friend, Cindy Hu, a well-known university entrepreneur in Shanghai.

Cindy is the founder and general manager of NISA cultural broadcasting company. She was born in 1986 and graduated from Shanghai Institute of Foreign Trade last year. Cindy had started NISA in her sophomore year. NISA provides professional service of exhibition, marketing and promotion campaigns. With extensive experience on planning and executing on-campus campaigns for brands, they have cooperated with many top brands, incl. Adidas, Yuesai, and Garnier. Now, there are dozens of employees (full-time and part-time) in Cindy’s company. As a model of university entrepreneur in Shanghai, Cindy’s been interviewed by many medias, including <Today Image>, and invited to lecture in some universities in Shanghai.

‘We are a company and the same time students’ said Cindy. As a fresh graduate, Cindy is well connected with the university community. As a matter of fact her employees are mostly current students. And majority of her projects are targeting university students. She has been exploring good ways to help brands connect with youth. In this sense, NISA and China Youthology share the same passion and interest. In this interview, Cindy will talk about the following aspects.

• Youth insight: the working status of Shanghai university students and their values on career
• Youth brand insight: opportunities and good practices of on-campus marketing and communication (mostly in the execution)

-Youth’s working status and their values on career-

‘The youth of today are damn lucky… they want to have more freedom and flexibility. For example, if he feel tired these days, he would apply for a one-month non-paid leave just for relaxation… many stay with my company because of the flexible working hours.’
‘The opportunities of internship and even employment are badly in need to the university students, yet I haven’t seen much action from brands…’

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Filed under: So What?, career, creative industry, economic downturn, employment, NISA, on-campus campaign, starting-up, student entrepreneur, youth | 1 Comment

By Lisa Li, Zafka Zhang

‘Connecting brands with youth’ sounds abstract and sometimes like a black box. Some brands seem to ‘born’ with the connection, and some don’t (and find it hardly possible to catch up with the ‘naturally born youth brands’. ‘There’s only one Apple in the world because after all there’s only one Steve Jobs’. I heard about it many times from marketers of the ‘good’ youth brands.

There is no universal formula for successful youth marketing. And we believe the youth is changing fast, the world is changing fast, and marketing is changing fast as well. The best way to connect with youth is yet to appear. Like many other people (youth marketers, creative agents, etc.), we keep a close eye on what the youth brands are doing and attempt to learn from their wins and loss (from the perspective of ‘consumer insights’) to formulate our understanding of ‘best practices’. China Youthology approaches this with a ‘youth-category-brand’ scaffolding.

(China Youthology 'Youth-Category-Brand Insights' Scaffolding)

China Youthology’s ‘Youth-Category-Brand’ Scaffolding: Successful marketing initiatives need to be reconciled with three spheres of insights (youth, category, brand). They resonate with youth’s values, lifestyles, and subcultures (youth insights); they understand the way young people understand and experience their categories (category insights); and they capture the nuances of youth culture so that the details of marketing plans/ executions can realize the purpose/ intention rather than doing the contrary of what expected (brand insights).

A Case:

We were wandering on the Wangfujing Avenue (a shopping center in Beijing) last Thu and decided to pay a visit at the Lining store. (Lining has surprised us, as well as the local youth, with Jiong shoes and ‘Gaming station’ shoes last year - see picture below.)

And below are some learnings from the 20 mins’ visit (we tried on some clothes and shoes, and chatted with some Lining boys.)

(Lining 'Gaming Station' Series in 2008)

（Lining 'Only One Earth' shoes）

（Lining boy）

Youth insights:

We were attracted by the shoes on the front island – they look ‘organic’ (which was quite a surprise for Lining shoes), ‘environmental friendly’, ‘old school’, and ‘local’. They turned out to be a series called ‘only one earth’. The concept of ‘environmental protection’ will attract a group of youth (although might not be the trend-setting youth of today), and the simple and vintage style match the taste of this group of people. A Lining boy told us that this is also part of their campus line. See this and this.

Brand insights:

A Lining boy who was a moment ago holding a microphone speaking about something full of confidence came to us and started to tell us more about the ‘only one earth’ concept. He looks much like one of the basketball ‘stars’ in high schools and universities – the way he walk and talk. We enjoyed chatting with him, and actually a few other boys as well who are all energetic, passionate, and confident. As a matter of fact, the crew was the most impressive part to us for that visit – they are NOT like most of the salespersons of youth sports fashion stores. We were convinced that they are true sports fans and they love their job. They even suggest to us Apple’s ‘Genius Bar’.

Category insights:

Zafka sort of loved that pair and decided to try it out. But 1) they did not seem to look cool on feet and 2) Zafka had no idea what kind of pants the shoes should go with. And looking at the presentations of models or consulting the boys did not really help. And the rest of the ‘only one earth’ stuff doesn’t seem to match either.

In the end the shoes with a great concept could not meet Zafka’s sole need in ‘looking cool’ and was put back to shelf. At that moment, the three sections of youth-category-brand insights did not converge to sparkle.

Filed under: Fashion & visual arts, What's Up?, consumer insights, Lining, Youth marketing | 4 Comments

By Lisa Li, Zafka Zhang, Helen Yu

As a soaring sphere of China’s Internet, SNS has gain immense attention from Internet observers, marketers, and of course Internet practitioners. When our friends heard China Youthology was working on this topic, a lot of questions went to us about how big the potential of SNS is in China, how long the success of the current popular SNS operators can last, whether there is a room for International SNS and where, how the marketers can use this new platform of connection…

A great deal of observations and discussion on China’s SNS can be found in the blogsphere. For example, here, here and here. However, our way of looking at this topic is a bit different – we want to look at it from the perspective of people by trying to understand ‘how SNS changes the life and mind of Chinese young people’. We believe a good understanding of people will shed light on the understanding of the Internet as well as of social marketing. (When studying ‘users’, we look at their behavior and attitudes on SNS in the context of Internet usage; when studying ‘people’, we look at their behavior and attitudes on SNS in the context of their lifestyle and values as a whole.)

How we did the research? We sampled 15 SNS users aged 18 – 30 yrs. The selection of participants cover a good mix of city tiers, geography, age, gender, users of Xiaonei, Kaixin001 and facebook, heavy users and light users. (We did not study the users of 51.com although it is also one of the biggest in China.) We observed their feeds on SNS on daily basis for about 20 days in Dec, visited and observed their use of SNS as well as other Internet application via offline ethnography. Some of heavy SNS users were ‘deprived of’ SNS for one week and asked to write notes whenever they wanted to use SNS about why they wanted to use and what they felt they were losing when not able to use SNS.

The China Youthology team are all heavy users of SNS as well as other social media (from Facebook, Xiaonei, Kaixin001, to Douban, to Twitter, Fanfou, to flickr, Slideshare…). However, we still found it spiritually-rewarding to obtain a fuller understanding of SNS after the research. Yes, SNS is more than an online tool for relationships. It has altered the way many young people perceive, construct, and manage their sociality, self-expression, learning, and entertainment, and hence their identity and relationship with the outside world.

Let’s start from sociality…

Building and managing social capital on SNS – increased social capital through ‘moderate socializing’ (浅社交)

Yao, a first jobber, has 5 close family members (parents and grand parents), 4 best friends, about 150 classmates from primary school to college, about 30 colleagues and 20 clients, about 20 friends known in non-school non-work socials, and more than 50 friends known on the Internet…

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Filed under: Internet & Web2.0, So What?, China, Facebook, Kaixin, Kaixin001, SNS, social media, social networking site, sociality, Xiaonei | 7 Comments

By Summer Xia, Lisa Li

Although a very small community in China, Skaters have been among the coolest in the eyes of Chinese youth. China Youthology is keen to understand 1) the status quo of SB community in China, and 2) the meanings of SB culture to a much wider group of the young fans/ followers of SB culture or broaderly street culture. Before CNY, we interviewed Jeff in a Japanese noodle shop across the street of the first FLY store on Chang Le road, Shanghai. During the interview, he talked about:

• The current SB scene in China; drivers and barriers of growth of the local SB community/ culture
• Prospect of the local SB culture
• Characteristics of local SB culture as compared with the west or with Japan
• Brands that the local SB community heart and why

Jeff Han (Han Minjie), Shanghai SB stockist ‘Fly Streetwear’ honcho.
He and his FLY Skateboard Shop has been one of the focal points in the development of China’s domestic skate scene for the past decades.

Jeff worked for a SH milk company 20 years ago. In 1999, he quit his job and founded FLY, the first Shanghai SB stockist. Now it’s one of the best in China and the only authorized distributor of Nike SB in China mainland. Fly has just opened a store in Beijing as well.
More than just running a store, Jeff and his Fly are also leading Gift Skateboards (a company which releases SB products and cultivates professional skaters), Cart Wheels (board brand), Skatehere.com (the largest online platform for SB players) and Union the net shop.
Besides, Jeff is a first-class SB player himself. Nike launched a limited edition sneaker called ‘NIKE SB Fly Milk Blazer’ as ‘a ‘hats off’ to Jeff for consistently delivering the freshness to China’s skate scene’

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Filed under: So What?, Sports, Chinese SB community, Fly, Fly Streetwear, Han Minjie, Jeff Han, Nike SB, Nike SB Fly Milk Blazer, skateboarding, Vans | 6 Comments