National Tide Is A Potential Stock, Which Will Bring More Surprises.

As early as 2000, the tide card entered China and brought the atmosphere of tide brand culture.

In such an atmosphere, the national tide began to start. In 2003, CLOT, a famous Canadian artist Edison Chan, became the Chinese brand known to the domestic tide.

The concept of "national tide" was officially born with the unexpected popularity of Hui Li and Fei Yue. With the popularity of Lining and other countries in the international fashion week, and the variety shows such as hip-hop in China, the tide of the country is moving from the small to the public and from the domestic to the international arena under the influence of multiple factors such as its rise and mass media.

Temptation of national tide

"Hip-hop" in China not only made the national tide a hot topic of national debate, but also actually led to the sales volume of the national tide. According to relevant media reports, the sales volume of some Hongkong chao chao shops doubled after the program was broadcast.

On the tidal wave, there is a saying about tide and scorn chain. At the top of the scorn chain, it is natural that Supreme, off-white and so on have the qualifications of tide cards. But the late start and low qualification of the tide can not be temporarily at the bottom of the despising chain. So how can the national tide win the heart of the national tide when it seems to have no advantage?

A survey of the tide of state shows that after the 95 generation of Z generation and 00, it has become the main group of national consumption.

And these "Z generation" consumption rule is "Yan value is justice".

For the "Z generation", tide selling is not just a dress or accessory, but the expression of style and attitude.

The tide card, which is good at capturing the elements of fashion and individuality, can meet the demand of "Z era" for color value naturally.

Of course, "quality" and "fabric" are also important, but in the "Z era" mind is still in the "good-looking" after.

Moreover, compared with the famous overseas tide card, the price of the national tide is relatively close to the people. In many reports about "Z generation", they have been mentioned as smart.

This is once again confirmed in the consumption of national tide.

Another important element of consumption in the "Z era" is "the same money".

They are more willing to pay for the imitation of love beans.

Like the high traffic stars such as Yi Guan Xi Xi, Wu Yifan and Lu Han, they will frequently wear the national tide in public places, and their fans will follow suit and consume the corresponding tide cards.

Brand new medicine

The temptation of the tide is not only young consumers, but also a lot of brands that are suffering from pformation.

With the change of consumption subjects, the brands that have been established for a long time in China are faced with severe problems that can not please young consumers. The popularity of the national tide, especially its strong attraction to young people, has made a lot of traditional brands look bright, and has found a good medicine to refresh the brand.

"Tomato scrambled eggs" Chinese classic red yellow color matching, simple and direct Chinese character printing.

In the autumn and winter fashion week in New York in 2018, Lining became the first Chinese sporting brand to appear in the fashion week of New York, and brought a brand-new Chinese brand of "Enlightenment".

Everyone marvelled at the fact that Lining could still be so popular that Chinese elements could be so popular.

"Lining hopes that with the unique Chinese cultural elements and original design concepts, he will set off a" movement trend "in the international stage.

In an interview with fashion business review BoF, Lining said.

In fact, Lining's intention is obvious: tide card as the entry, embrace fashion, brand upgrading, and then open more markets.

In addition to Lining, as a homemade men's wear brand Taiping bird, also launched a brand named AmazingPeace tide brand series, before that also launched with Polaroid cooperation joint skateboard.

Bosteng, dubbed as "mother's love" by netizens, is also on the fashion week of New York. With the theme of "you", it shows the perfect integration of modern elements and Chinese elements in Down garments.

The national brand Hai Lan home has also launched a brand new trend sports shoes and clothing brand "black whale HLAJEANS" - that is, that claimed that he is "very eager to red tide card" and so on.

Many brands have chosen to ride on the tide card to find a "young sensation".

Some market information about the tide indicates that the choice of these brands is wise.

First of all, a comprehensive number of data shows that whether the design force or the clothing market, the tide of the country is entering a period of accelerated development. Resources, traffic and opportunities are beginning to move closer to this circle.

Secondly, Bain consulting has predicted that the size of China's young people's clothing market will exceed 500 billion in 2017.

The tide business platform has said that Chao brand accounts for about 33 billion to 35 billion of the clothing market for young people.

The above information shows that China's tidal market is entering an unprecedented acceleration stage.

Therefore, whether it is for Lining or other traditional brands that increase the tide brand, or a simple domestic tide card, it has to be said that this is a good era.

The road of national tide is "blocked and long".

In spite of the trend of attack, the development of the tide is still late, with a low seniority.

On the one hand, from a commercial point of view, first of all, there are difficulties in the production of the tide.

Commercial production is pursuing large-scale production, while the current production demand of the chao chao is far from the scale of commercial production.

This led to tide makers unable to set up their own factories, and many factories were reluctant to take up the small list of tide cards.

In this way, the good choice seems to be to join hands with large companies to seek resources, and use big companies' user, operation and brand resources to drain independent designers.

However, as we mentioned earlier, one of the core connotations of tide brand is minority. If we cooperate with a large company or a large platform, this core connotation must give way to commercialization.

Moreover, the general business models are based on a store proofing and then scale replication, but tide brand faces the problem of maintaining uniqueness. Therefore, enlarging scale is neither conducive to management nor to brand tonality.

Edison Chan, who has been in the tide for more than ten years, still sticks to his own business and has no choice to join.

In short, as the industry generally believes, tide card is also a small group, but also a small crowd.

On the other hand, based on the culture of Chao brand, the cultural foundation of the tide is shallow.

As we mentioned in the last article, whether in the US or in Japan, the rise of tide brands depends on some street culture, hip hop, hip hop, graffiti and extreme sports.

That is to say, brand culture is the core attraction of tide brand.

However, the development of Chao brand culture in China is less than twenty years, lacking the process of cultural accumulation, which limits the spread of the brand value and influence of the national tide.

Edison Chan, who is known as the "chao chao" by the chao chao, once admitted that doing the tide card is a matter of threshold. "Now many people want to do it, but it is more difficult, because they lack the understanding of the tide card. I have been mostly HIPHOP since childhood, but many people have only started learning for nearly 5 years."

Price performance and star goods are two main motivations for Chinese consumers to buy tide cards. But this has also become the two major pain points of the tide brand. The pursuit of cost performance has led to the details of the national tide, and the trade unions often have problems.

From these points of view, there is still a long way to go for the next Supreme to emerge in the national tide. There are also many problems to be faced.

The tide of the country should strictly control the quality of products and make good use of all kinds of resources. The most important thing is to have a good penetration of tide brand culture. After all, this is the media of tide brand.

Summary

The tide card has entered China since 2000. Up to now, nearly twenty years have brought many surprises to the industry, which not only boosted the domestic garment industry, but also spread and inherit Chinese culture.

At present, many analysts believe that in ten years, the tide of Chinese culture will bring the trend culture with Chinese characteristics to the world.

Although the development of the national tide is still facing many challenges, we are not afraid of slowing down. We must be afraid of standing. As long as the tide of the country is still advancing, the next ten or twenty years will surely bring more surprises.