@davidkylechoe
Instagram · Talking Head Edit
@davidkylechoe Love seeing these brands just go for it. Brands like @yvmin_official and @gentlemonster would not have made sense on a business plan, and yet they’re thriving. I’m really interested to see how yvmin continues to expand globally and if they can be a creative muse like GM. Shoutout to @jingdaily for introducing me to the brand
Performance
Video #41107 · Talking Head Edit
[01]
The creator analyzes the Beijing-based accessories brand Yvmin, questioning if it could be the next Gentle Monster. He breaks down their success into three key areas: a diverse product assortment with a strategic pricing tension, a unique ability to leverage micro-trends due to manufacturing proximity, and a creative "love of the game" approach similar to Gentle Monster, exemplified by a prosthetic leg collaboration. The video concludes by questioning the brand's potential for global expansion and asks viewers for their opinion.
[02]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 45%
Is this brand the next Gentle Monster?
Verbal hook · 10%
Is this brand the next gentle monster?
Visual hook · 45%
A surreal, high-fashion image of a model in a floral outfit wearing a pink, glittery, cat-shaped helmet with a large bow, creating immediate visual intrigue and curiosity.
[06]
Steal this for your own video
Show a single on a styled in a way that feels — no context, no explanation, just the image.
[07]
The promise the opener makes, and how the video pays it back
Hook
A high-stakes comparative question that leverages a well-known, successful entity to generate immediate curiosity and establish context for a new, lesser-known subject.
Payoff
A 'Call to Debate' that summarizes the contender's potential but ultimately throws the initial question back to the audience, empowering them to deliver the final verdict and driving comments.
[08]
The structural pattern this video runs on
Framework
The Successor's Gauntlet
Framing an emerging entity as a potential successor to an established icon, then analyzing its strengths and weaknesses to determine its viability and inviting the audience to judge.
The Contender's Introduction
Introduce the subject of analysis and establish its initial credibility and relevance with a key success metric or recent viral moment.
The First Pillar of Strength
Present the first major analytical point supporting the comparison, focusing on a tangible, strategic advantage like business model or product strategy.
The Second Pillar of Strength
Present the second major analytical point, focusing on a more creative or structural advantage like aesthetics, brand world, or a unique production capability.
The Shared DNA
Create a direct philosophical or thematic link between the contender and the established icon, reinforcing the initial hook and adding emotional depth to the comparison.
The Final Hurdle
Introduce a significant counter-argument or future challenge that complicates the comparison, demonstrating a balanced perspective and creating narrative tension before the conclusion.
Love seeing these brands just go for it. Brands like @yvmin_official and @gentlemonster would not have made sense on a business plan, and yet they’re thriving. I’m really interested to see how yvmin continues to expand globally and if they can be a creative muse like GM. Shoutout to @jingdaily for introducing me to the brand
title · beginning
Is this brand the next Gentle Monster?
branding · beginning
YVMIN
contextual · middle
PRODUCT Assortment
contextual · middle
$56
contextual · middle
$1300
contextual · middle
VISUAL World
contextual · end
Love of the Game
contextual · end
Xiao Yang
informational · end
Novelty Design Strength Partnership Experience & Manufacturing Advantage
Is this brand the next gentle monster? Yeeveman is a Beijing based jewelry and accessories brand that has been blowing up on Chinese social media and especially resonant with Chinese Gen Z. Their most recent collab with Molly Tier, where they made custom drinks and accessories like this better fridge magnet, went mega viral on Red No. Eve Men does a few things really well and also differently than Gentle Monster. The first thing that they do really well is their product assortment. They have products ranging from hair clips to eyewear ranging from $50 to $1,300. And the interesting tension is that the lowest price item is actually a hair tie. It creates both a affordable entry point into the brand and also maintains a luxury pricing point because in what world is a single hair tie $50? The second thing that they do really well is the visual world they're creating that leverages micro trends. I think this is genuinely unique to Chinese brands because of their proximity to manufacturing. They have a unique unfair advantage to both create and participate in these micro trends at a scale that brands outside of China and really outside of the manufacturing centers simply cannot. You can see some of this come to life just by looking at some of their best sellers. From a shell hair clip to teddy bear gemstone hair clips to teddy bear adorned glasses, this level of novelty isn't just a design advantage, it's a production advantage. And lastly, this is where Yveman and Gentle Monster are similar. They just do things for the love of the game. One of the most stunning collabs was the prosthetic leg for influencer Zhao Yang. It was beautifully made and stunning in execution. But the question is, can Yveman expand at a global level? It certainly has the core ingredients, novelty, design strength, partnership experience, and manufacturing advantage. But I wonder if it'll be able to land in the same way for the American gen z consumer. Time will tell. But you let me know what you think in the comments below. What do you think of Eve Men? Are they the next Gentle Monster?