When Givenchy Needs To Sell A Handbag In China, They Call Mr. Bags (HBO)

Chinese consumers buy a full third of all luxury goods sold across the globe. But they're getting sick of celebrity endorsements.
That's where Mr. Bags comes in.
Mr. Bags, whose real name is Tao Liang, started out as a college student studying finance. But his real passion was women's handbags, and so he started up a blog about it.
The content was simple: reviews of women's handbags, advice on new trends - stuff you'd normally see in a fashion magazine. But Mr Bags struck a nerve among young Chinese who were getting bored with pushy editorials and cheesy advertising, and 4 years and 4 million followers later, he's gone from a tiny blog to being the singular most influential voice in the Chinese handbags industry.
And he's not just writing about bags nowadays - he's making them. Prestigious design houses like Givenchy and Tod's have signed him up to design limited-run bags for them.
To see how one 26 year old has flipped the Chinese luxury market on its head, watch the video above.
Subscribe to VICE News here: bit.ly/Subscribe-to-VICE-News
Check out VICE News for more: vicenews.com
Follow VICE News here:
Facebook: / vicenews
Twitter: / vicenews
Tumblr: / vicenews
Instagram: / vicenews
More videos from the VICE network: www. vicevideo

[@VICENews]

His most rewarding move was starting a blog about his favorite handbags on Renren, the Chinese answer to Facebook WATCH Next on Chinese women balling out with livestream: bit.ly/2KVeBIG

[@andthereisntone1]

Hey Kid, where's Play?

[@auraglasswerks4900]

Mr bags is a fucktard

[@darkthought784]

VICE News china#1

[@scottmead854]

Dear China, you can't buy knowledge, taste, or common sense. Until you've realized this, you'll never be taken seriously in terms of arts, fashion, culture, etc. It'll just be tacky. Sure, due to financial pressure, other people will want to work with you, but deep down, they'll know what's the real deal.

[@curtispalmer2817]

Self-referential jerk off 'culture' that contributes nothing. The fault is ours for being convinced that this self-actualization through greed somehow matters.

[@skaterat321]

What caught my attention was the way he sees himself and his employees. He sits with them, the equally cut birthday cakes, the round of applause after the sale...

[@kaye53431]

Dave G I noticed that to he wasn’t in his own office he was sitting where everyone else is

[@burkanottere9692]

i noticed almost everyone was a girl?

[@hermes3390]

Burkan Öttere I think because girls are probably more interested in bags and they also know more about them

[@janaekelis]

Burkan Öttere there are more men than women in China thanks to the 1 child law but women take up the majority of the Chinese working class.

[@Kuantatmeng709394]

A good boss and leader traits....

[@KennethOathward]

"Odds are hes younger than you, he just turned 26" Vice you really need to do a demographic check.

[@racarth1]

Vice are able to see their viewer demographics on KZbin and so the presenter probably wouldn't have said this unless the stats backed him up.

[@AnimeMangaCraze1]

Yes many many more pre teens are interested in vice content than their childish fantasies

[@sz7472]

racarth yeah because everyone is “truthful” about their age on KZbin lmao

[@william6353]

racarth I can’t imagine the majority of viewers is above 26

[@PixelBoyMiner]

@@racarth1 probably people putting fake ages lol

[@kouaxiong1033]

Never heard of this guy but I like that he's motivated to improving the "made in China label.

[@ykhi]

me too

[@platinumtrio3754]

i look up to him ew

[@KyrstOak]

@@platinumtrio3754 'Ew'???

[@andy.8444]

@Inactive Account that's totally untrue. Look at Made in Germany

[@TheYouFail]

Good way to start improving that label would be to stop the “made in China” human rights violations such as putting millions of Uyghurs in concentration camps they call “re-education camps”

[@LutClassiChfi]

He’s a living example of “do what you love and love what you do”

[@TheKuroneka]

Fauzan.luth wahahaha, if you have daddy’s money than yeah for sure! For other people it’s very difficult and takes a lot of time to achieve something he did in a year

[@nessa7096]

TheKuroneka damn ur kinda salty, bet that you are poor.

[@The1Iggy]

peach you should be ashamed for that comment. Ups those kind of people like you don’t have a shame.

[@narukyuuuzusune9609]

@@The1Iggy The first reply isnt any better lmao. He worked hard for his success and while he had family backing, he isn't an asshole and thinks he's on top of the world.

[@rpk5216]

It look like he came from money, though. So I’m not that impressed tbh

[@joeljimenez1570]

I'm absolutely not a bag person, but I can respect his ambitious way of life! Keep it up!

[@luismedeiros7139]

Joël Jimenez yeah he had it hard going to luxury shops at his early career....

[@ykx777]

he built the brand himself...

[@c4un544n5]

His passion and the way he looks so happy while working is amazing to watch.

[@zes3813]

wrg

Good for Mr Bags. I like that guy. Yay Mr Bags!

[@emera1750]

Hagge Bänke 667

[@KhmerKandal]

Go for it😉

[@bucca2]

For those who don’t know, “Baobao” is an EXTREMELY cute way of saying “bag”. Fucking adorable

[@bokchoichicken7925]

it's the Chinese translation

[@BumpyTo11]

it's also extremely gay but I'm cool with it

[@nihility.]

@@BumpyTo11 -_-

[@koruspring1519]

Not exactly. Baobao is a pretty casual term.

[@chuckielong1]

This guy to me seems like he would be an amazing boss to work for.

[@nicolewong3687]

I ain't from China but there's seriously too much racism and ignorance going on in the comments right now. Ironic that people are complaining about Chinese people spending their money on luxury handbags while American consumerism is hardly any better.

[@rudystraight1750]

Americans are the biggest consumers. We spens our money on the most stupid things

[@NurmaBP]

Most American straight up called them self capitalist from the start, tho. China seems confuse. I mean, look, China have thousand years of rich legacy and amazing culture from their ancient civilizations. They already became superpower nation many times in the past while western world in the dark ages. I just don't get why they're now seems obsessed to copy or buy everything from Europe or America.

[@kanmao]

NurmaBP please never use paper or wear clothes again. Chinese people invented paper and screen printing.

[@riveralexmathews971]

kanmao Anc Egyptians invented paper.

[@tenchichrono]

Rudy Straight true that playa. We Americans straight up by the dumbest unnecessary shit. Preach on!

[@Misterz3r0]

He seems like a great guy, good for him.

[@fernandoivancastillo4713]

we he said his long term dream was to start a chinese luxury brand, then i knew this guy was real bussines

[@hari2946]

Why is no one talking about him almost dropping that dog??!?! I CANT BREATHE LMAO

[@ShuffleKarlok]

Yooo George Floyd?!

[@lemmonofficial2957]

I love how exited he is about his job, I feel like that is very important 😊. Great video 🌱

[@theAppleWizz]

i would be to if I could sell $500,000 in 7 min

[@Joesy015]

Well good for him and he loves his job and made it a successful career. Fine for those who don’t understand it but not everyone is interested in the same thing but it was still something to learn about for those who are into fashion and not in China.

[@hayaglamazonluxe]

•Murray• •HeleneJ• Yes he found an awesome niche. It's dope.

[@chantree_]

my man just mad $300,000 IN 7 MINUTES while i slave off for 2 hours and make $30

[@kristinegregory5768]

chantree your lucky unlike in philippines we work like 8 hours and make $7 only. And unpaid overtime. 😩

[@Graham567]

2 hours slave? That's cute thing to whine. Some people out here slaving their whole life to make half of that. I personally witnessed that. In my country certain types of high schools grants you to work on the field as an intern depending of your high school's line of work. Of course hospitals and companies abuse that. I cleaned literally shit, seen some horrible shit, endured mobbing from my highers etc. for 100$ per month. An high school degree employee earns 400$ for whole month.

[@nuthnmuchu]

1. Chinese people aren't OBSESSED with WeChat. It's a necessary app to use in China and if you don't have it, you can't do much in the country. 2. This guy is just like all the other "influencers" on KZbin nowadays. Not sure why people are complaining about the Chinese buying luxury brands, when it's the same thing Americans and other westerners do.

[@HappyRussians]

nuthnmuchu : Screw WeChat seriously. I barely use it anyway, they can suck on it. And yes they are obsessed. Have you ever been in a restaurant where there wasn’t a single table with people NOT on their phone at all? :)

[@johnkuang123]

Isn't that also in America. They pull out their phone to take a picture of food every time? Its just every where in the world that has easy access to smartphones.

[@HappyRussians]

johnnyboi943 : Yeah I am not saying it’s not bad elsewhere but China is in a critical level of addiction. Text and drive is a total thing, MOST people text and drive. I am willing to bet you anything you can pick any random car, there’s a very high probabilty they use their phone and it’s not for finding their way to destination. The worst example I have is that the waiter was using his phone while serving me. I work in both Europe and China, I can see the differences very well.

[@tianaleshu6690]

nuthnmuchu yes an influencer but that’s very new to Chinese consumers, who haven’t seen many influencers like him.

[@nuthnmuchu]

"barely use it" So it seems like you wouldn't if you had the choice, but you don't, because it's essential to life in China. And the phone thing happens in America all of the time. Maybe Europeans are more adapt and socially aware, but Americans are on their phones ALL the time.

[@nejashispeaks]

He dropped the dog 😂

[@891delta]

LOL😂 THAT WAS THE BEST PART 😂😂😂

[@newchapterjesse]

Lmfao!

[@rockysavage]

At least he didn’t eat it 😂

[@manuelfernando9729]

jumped out of his handbag im sure

[@JayVavo]

Dont play with your food

[@brianrock209]

Gerald from Hey Arnold sure grew up.

[@newchapterjesse]

Hahahahaha

[@rioclo4506]

😂😂😂😂😂

[@Frank-sd9ox]

He’s so precious but I also feel like he would slit somebody’s throat without a second thought

[@teratia]

What an articulate young man. He seems so kind to his employees and has a very clear view of what he wants. He deserves all the success!

[@Hazzard0]

Your afro has a stronger presence than Mr Bags

[@hayaglamazonluxe]

It's a high-top fade...

[@lindylindylindy]

Caucazoid thats a flat top

[@pavelfara8513]

It's Marge Simpson

[@TheICEgirl6100]

not an afro

[@_nom_]

Do some research and listen to Kid n Play

[@TheJulietxo]

I love that he wants to reverse the "made in china" stigma

[@YourGamingBrigade]

he really about securing the bag lmao

[@JordanIsHipHop]

lmao anyone who has anything negative to say about this video, what exactly are you doing that is better?? congrats on his success.

[@dt4654]

they can't say anything about that,besides making everyone miserable LOL

[@MoxieBeast]

omg that TOD'S bag! i'm not even into luxury goods and i want it

[@eb9082]

He is well spoken and I like the way he’s turned his passion into a career! Very kind to his employees as well

[@waaywavyme]

When he almost dropped the dog 🤦🏽‍♀️😂😂😂😂😂😂😂

[@chegbahadur1539]

he is smart with a passion and dream that he has been able to turn into a business. A true entrepreneur...love what he says about being a KOL, you don't have to have traditional talents like singing, dancing, etc., talent comes in many forms (for better or for worse) and true talent should be respected

[@kubortthedane9487]

his family was rich but judging by this video he isnt spoiled, his parents thought him well.

[@Thang15019]

He went shopping at luxury boutiques 4,5 days a week as a student in the US. So yeah, he is ( or was?) spoiled

[@rpk5216]

@@Thang15019 thank you for pointing this out. Lol I might be more “inspired” if he hadn’t talked about shopping on rodeo drive several times a week. It’s just a rich kid with the privilege to live out his dreams. Good for him. Not everyone gets to do that.

[@Ellie-jr4zy]

He has a really good relationship w his employees I love that

[@abunnie7794]

Ok but his bag collab with tods is SO cute!

[@thereaper2615]

Ok, No hate here, but I find it Ironic that everyone else buy cheap Chinese knock-off while the chinese buy genuine Luxury items. Soon every Luxury Items will be made in China too, and yes most tech related Luxury items already made in China as well as a huge chunks of others Luxury items. Even more Ironic these european Luxury items probably Made in China and rebranded/ or at least used Materials produced in China, happens all the time.

[@e.a.1548]

Weedle Guy you seem to think that would be a bad thing? China has the biggest industry in the world, there are many high quality products made in China a quick example: phones

[@t-.-t.]

Its basically "you get what you paid for" in china. They make the cheapest and the most expensive phone brand. People pay 5$ for a "made in china" bag and expect it to be of good quality.. smh

[@burkanottere9692]

its actually not right lol most of the high priced luxury items in europe are made in europe and not in china XD you pay 1500 dollar and have a label "made in china" that seems worth it lol

[@sijosue]

Considering the history of the role luxury goods played in the fall of Rome, I'm not sure of its a sustainable model they have going on there

[@dee_lulu]

It's kinda expected. It was only a matter of time when Made In China meant good quality now that they are improving. Most phones under Chinese brands are even better than LG, Sony or even Samsung for a much better price.

[@farizalresat]

Rosmah and this dude can be BFF

[@NAj7821]

im screaming

[@jedrashidul6952]

Hahahahahahahaha

[@yivmaiden]

Nahhh. She's tasteless. (Stolen) money can't buy taste.

[@auliareski]

OMG I think about another Rosmah tbh *shout out to Mak Cik Rosmah fans* 😭

[@brokenjawtheory]

Dude, you just ruined my dinner

[@promethiamoore6462]

Omg he looks so pationate in his work and he seems so humble, gotta admire Mr. Bags

[@StanleyPerry329]

kay, I’ve always scratched my head about the obsession around the *yutulu* book totes and their practicality, but this one is adorable!! Congratulations

[@campbellmclay-kidd3748]

He's created a harem. Legend

[@AlexanderFung0]

“Giiirlfriendssss” rather than girlfriends imo

[@cav3man82]

I noticed that too, but I get the sense he's not exactly interested in them in that way...

[@kindergartenkiller3814]

No offense but he sounds gay

[@edwincrewe1720]

@@kindergartenkiller3814 straight forward af

[@anibalparra7999]

He seems so enthusiastic and feels like an overall great person to work for and be around.

[@sc0tte1-416]

Every time this vice guy comes on I'm like dude, that hair man...

[@team419]

he's a good interviewer, I just can't take him seriously hahahaha

[@lp8097]

I love this. Also concentrating on the dudes hair 😂😉

[@SarahJM]

the part with the dog I screamed lol

[@c4un544n5]

Wow. He is so passionate haha. The way he clapped when they sold out those bags haha

[@notaerin]

I really admore the goal he holds, especially with changing the stigma of "made in China". He's a really captivating person who you can tell, really enjoys what he's doing.

[@face-in-the-crowd]

"If there is something that you are good at and want to share it with people, then you can become influencial"

[@konkeydonged]

i respect such a passionate hustle.

[@cooperscreditconsultingint6792]

This is motivating! Thank you Mr. Bags!

[@serajs269]

Great short docmentary vice .. your vids are very informative and entertaining. Keep it up

[@belsnickel9568]

I want to be this his friend lol. He’s just so adorable!!

[@3Hellokittykitty]

Bobo's milky white skin..is to die for..he should enter the facial care and comestic industry too😍

[@progressivedonkeykong699]

Chloe Young baobao* its a pun on 宝宝 which means cute(used commonly in the context of babies) and 包包 which “包” means bag

[@OceanicNASA]

Genetics plus asian tend to have naturally good skin

[@cav3man82]

How you gonna sell cute pink bags with bad skin?

[@samx1768]

Oh he will Mr bags x La mer!

[@bw8450]

M AKLife No they don't

[@davidgarcia8376]

respect to the man for trying to better the Made in China label and his people. best of luck

[@ratgirl669]

I love the background music in the beginning!!!!!

[@zacgarza1774]

Yo they got Gerald from hey Arnold to interview this guy 😂😂😂

[@prosperbell4769]

I think his want to change the stigma of the “Made in China” tags in the West is really cool, and I can’t wait to see what his luxury bags will look like

[@derekblankenship8970]

I don’t particularly what it is, bags, crayons, whatever. I can appreciate anyone with a passion for something like this guy has for bags.

[@TotallyMH729TsMH]

He's a great inspiration. One day, if he ever opens a shop, I look forward to seeing his goal come true ❣ He's also a great leader because he is with his people working together and all that jazz 💕

[@derlaurenz]

"if you are good at something, and you want to share it with people - you become influencial" - Damn dude, you e-comerce down TO A TEA!

[@minboogie]

His end goal is truly aspiring....bless him

[@thirstaefortae5057]

Oooh! Those bags he made for Tod’s is adorable! He genuinely loves what he does and that’s the secret to success

[@lesliebrown827]

I love this man and I LOVE THE WAY THEY ALL CLAP! Looks like a great workplace.

[@Jun_0128]

He is just 26 Me: "I'm just 15 but already failing"

[@Nanancay]

I've been wanting people to make the made in China label mean something more! I love him omfg. I know Xiaomi, Huawei etc. are doing great things now but I'd like them to focus on soft powers that young people like too, like fashion.

[@azizalbi]

Not gonna lie - at first I expected this guy to sound like a pompous and materialistic person, but not at all. Everything he said and did on this clip made him seem somewhat down to earth, ambitious, determined, and driven. Pretty impressed!

[@ruthyburgos8474]

Is amazing learning new things like this and the Chinese market wants to be seem as a moving force in the handbag industry I believe he can do it. Great stuff.

[@skykingjason]

"Odds are, he's younger than you. He's 26." Ok boomer.

[@lllllllllarose]

I clicked on this video expecting to hate him but he actually seems like a nice guy.

[@Lalaryl]

WOW This is amazing, someday I'd like to meet and work for someone like Mr. Bags. He is passionate and really knows how to do proper business.

[@emorycleaningservicesebs5329]

“And get to hang out with cute dogs” Woahwoahwooahhawowah 🤣🤣🤣🤣🤣

[@deadass1996]

The presenter looks like that guy from subway surefer

[@tunaman6237]

more like gerald johanssen from hey arnold LOL

[@darj617]

This is like something straight outta the Black Mirror.

[@oleum5589]

@Magne I laughed at this for some reason

[@hyacinthgaleou3280]

Credits for this guy for doing and supporting what he loves!

[@dannypants0000]

This guy actually seems really genuine and down to earth. I really like his vision for the "made in China" label.

[@R0adx]

He nearly dropped the dog!!

[@uncle_martin1131]

I like his long term dream!may he succeed

[@BennyB5555]

Dexter is giving me Kid ‘n Play realness!

[@PranksOfTheYouth]

Just an overall humble solid dude

[@lostclips7078]

"Odds are hes younger than you, he just turned 26." *Ok boomer*

[@chelsraknrl4218]

Damn. I felt that

[@TsetsiStoyanova]

Mr bags is on RenRen?

[@nahidahossain810]

He dropped the dog 😂😂that was the funniest part

[@7.5Mviews]

his last comment about wanting to elevate the "made in China" status, made me respect him.

[@0poIE]

Respect to just bossing something which aint actually geared to MEN!

[@SkuuchiMane808]

When I need to sell some bags in my city I call Sir Smoke-a-lot

[@natalievuong5468]

What an ambitious and sweet guy! Not even remotely interested in finance or bags but his attitude is inspiring.

[@ChiefTief]

I don't no anything about bags or fashion and I have no interest in getting into it really, but this was a pretty interesting video, really cool.

[@rikidavis6563]

who edited this and still kept the b roll of him dropping the dog???

[@davidsonnow]

Interesting how vice completely disappeared the whole COUNTERFEIT thing

[@garythree]

The hosts hair...just wow! 😄👍🏻

[@justinbailey2419]

Makes me glad to be down to earth. Im so much happier with dogs and nice people you guys can have it.

[@92kartelzbak]

very humble and cool !!! you deserve it fam :)

[@TeacherAri]

Can't stop starting at the guy's hairstyle. 💂

[@spam7738]

i love his passion and ambition. i hope he will be rewarded for his hard work.

[@BZaks]

This is soooo inspirational regardless of what job everyone is pursuing

[@soph9141]

One thing I've learned never let Mr bags hold your dog. Okay Bo Bo

[@cristoferalbarran1142]

When he dropped the dog I lost it 😂😂

[@GaryCassibry]

Looking like Gerald Martin Johanssen off of Hey Arnold! 😂

[@Kappaman0430]

He seems so chill, cool boss to work for

[@Senura101]

Hey 👋 Good for him right 👍💖

[@violet9949]

longchamp is pronounced longchom

[@Sean_ez]

This dude has mad flavor, inspirational

[@kittensmittens8251]

Lol😂. The clapping😂

[@comedycord123]

I can feel his fiery passion! what a stand up guy!