Will The "Chao Chao Economy" Meet With The Rising Tide Of New Retail Countries?

Now, in retrospect, street culture and fashion brands have entered China for more than 20 years. In this long period of time, compared with the prosperity of the other side of the ocean, whether it is from the degree of concern or the degree of industrialization, domestic

They all seem to belong to the spiritual corner of the small circle.

Since last year, with the popularity of hip-hop and hip-hop shows, the trend culture and the trend economy began to "reverse detonate" the mainstream media more unexpectedly.

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For the mainstream capital market, the trend economy is more like a new commercial land to be reclaimed.

What is more morale is that, as an important species inhabiting this new continent, the declaration of "national tide and self strengthening" has begun to permeate the whole tidal current circle since last year: the Rapper of Chinese hip-hop has been discovered by accident.

And Bape and other "small crowd in the tide card", turned to a lot of national tide brand; at the same time, whether for economic interests or spiritual significance, a lot of celebrities and net red have begun to carry goods for the national tide; and more realistically, the price of the national tide brand relative to the people, so that they are more like a shortcut for young people to find "identity".

In short, the tide seems to have reached a consensus that the best tide will be in the country.

However, when the flag of the end is so obvious, the track becomes extremely crowded. In the short one or two years, because of the relatively low threshold of clothing, the potential subversive, ambitious and chaser were quickly gathered under the banner of "national tide". Some of the brands disappeared in less than half a year, and some brands stood the test of time and became increasingly formal.

And all of this makes people ask, in the face of this definite draught, in 2018, known as the first year of the national tide, how should the national tide brand break its tight encirclement?

Crush scorn chain

Before that, let's answer another question: what is the potential of the tidal market?

From the global market, the global tide brand clothing market in 2011 years is 60 billion US dollars. In 2017, it climbed rapidly to about 200000000000 US dollars, and maintained two digit growth year by year.

Specifically, in the Chinese market, the demand for "self value recognition" by young people as a media is even more intense.

According to Nelson's first global tide card big data report, the consumption growth rate of China's Chao brand reached 62% in 2017, which is 3.7 times the growth rate of non tidal brand.

Bain consulting also predicted that the size of Chinese youth clothing market in 2017 will exceed 500 billion.

The tide business platform has also indicated that tide brand occupies 33 billion to 35 billion scale in the youth clothing market.

Among them, the "national tide" has great potential for development. The data I have seen show that overnight, the number of China's tide brands has surpassed hundreds of times.

In the first half of this year, Taobao has added more than 100 Chao Chi shops, and there are 300 excellent original shops in Taobao.

A more direct portrayal is from the line.

This year, YOHO, YOHOOD's Carnival, has set up an independent forum called "Rising China" for the national tide brand.

In addition to the brand of the mature fashion designers who have entered the international market, the influential brands such as RANDOMEVENT, ATTEMPT, FMACM, RED CHARCOAL and ENSHADOWER Concealer have been listed in the country as a collective parade of national tide brands.

It is hard for you to say that there is a definite linear relationship between the rise of the national tide and the development of China's macroeconomy. But it can be determined that the younger the trend lovers are, the easier they are to detached from the geographical category and smash the scorn chain of "foreign brands superior to domestic brands". After the Tencent 00 research report pointed out that more than half of the 00 countries no longer believe that foreign brands are added points, support domestic products, and even become a way of "loving the country".

But in my view, the 00 domestic bias should not be confined to the narrow framework of nationalism.

Like young people, after 00, they also need external things to decorate their boring life, which is bound by the "adult world". But with my Post-80's childhood, due to the relative scarcity of material, the concept of "foreign brands = good things" is different in mind (not everyone can wear Nike shoes). In the eyes of 00, this equation is not natural. Because the growth trajectory is highly overlapped with the track of national economic growth, they have lived in a material and abundant family environment since childhood. They have been infiltrating in the global brand melting pot since childhood. And when everything is available, they will naturally weaken the regional attributes of the brand, and think that good design and ideas are not national boundaries, in other words, which is cool. In fact, with any generation

So in this sense, I strongly believe that the demographic dividend released by China's young market is enough to "feed" a number of excellent brands.

Funny soul

Of course, the premise is that you are good enough.

It must be recognized that in the dawn stage before the outbreak of the national tide, there are also many malpractices in the weeds.

First of all, when the brand is mixed up, the products are mixed.

Whether the subjective team is not professional enough for selecting and tailoring products, or objectively, factory orders are caused by uncertainty, leading to a decline in quality control.

Secondly, the commonplace is that some brands that are not ambitious (though less and less), almost directly copy and paste the overseas wave brand creativity, so that "national tide" becomes "national copy", which has also restricted the development of the whole industry to a certain extent.

But in my view, it is not the product itself, but the hollowing of the brand culture, that really holds the throat of the tide.

As we all know, in all consumer categories, young people have the most emotional consumption proposition for Chao brand.

Tidal culture is a self defined vocal device for young people, seeking first aid boxes for mental healing, and a cultural way to declare "what group I belong to" in the crowd era.

This means that for a tide brand, people not only buy your products, but also your beliefs. The real meaning of the so-called "tide card" is to export some kind of values related to human nature, even if they are out of tune with this era, at least expressing some attitude.

Take Supreme, everyone wants to be "

"But forget the brand connotation is its core barrier. Behind the hot Supreme is the deep accumulation of street culture in the United States for decades. It is a carrier for young people to seek resistance and individuality.

On the contrary, some brands may have "nice skins" but it is hard to have "interesting souls".

From a commercial point of view, a brand that lacks cultural deposits may be fired for a while, but it may also decay.

So, how to break? When tidal culture permeated from the street to everyday life, what is the spiritual core of the national tide?

In the era of pluralism, of course, there is no standard answer. What is important is that in spite of resistance or praise, no matter whether it comes from the east or the west, there is no shortage of invocable spiritual resources: it may be the cultural self-confidence in the process of China's rise, or it may be the internal conflict in the same process; it may be the surprise of a certain "mysterious power of the East", or it may be the independence and freedom of a certain ruler.

In any case, the brand that really leads the country's trend vane will have to ask ourselves three philosophical questions: "who are you", "where do you come from" and "where are you going?"

Encounter new retail

Although the development of the country is still in the weak stage compared with the profound cultural background of the overseas trend market, no one will ignore this fast rising Speedway from capital to platform, from the main body to the enterprise.

The trend of domestic trend culture, especially the rapid development of the national tide movement, is evident from the speed of YOHO!

As we all know, after many years of disputes, the new retail concept has reached a compromise between the electricity supplier and the offline stores: the rising volume of traffic and passenger costs, the weakness of the scene based service in the era of consumer upgrading, and the consensus of the major business tycoons under the layout line.

At first, inspired by the strong viscosity of the tidal line, the YOHO of the layout line began to step on the precise drums.

In October last year, the first one was opened in Xinjiekou, Nanjing.

STORE, the tide service and experience of tide brand sales, coffee, green plant modeling, as well as the trend of classroom activities, art exhibitions, performances and market activities in one.

In the middle of 10 this year, they will also set up the first YOHO BLU BLU brand new integrated brand store in the city.

With the help of the resources and channel capacity that has been accumulated over the past ten years in the tidal power field, YOHO!!! Is building an ecological circle. It not only spreads the trend culture through all channels under the online and offline channels, but also extends the tentacles to the following lines through various forms of entity stores and flash shops, thus forming the "entrance" of establishing the brand spirit and enhancing the consumer experience.

It is not difficult to find out that there are still many problems to be solved both online and offline, but the trend of domestic culture is becoming increasingly strong. It may never become a "mass market" in the true sense. But I believe that under the help of all parties, a better brand of national tide will eventually deserve a better growth environment.