Domestic Trend Brand Grows

Compared with the 80's generation and the 90's generation, who are already mature and have started to "run three", their consumption concept, consumption rights, consumption awareness and consumption discourse are deeply affecting the marketing strategy of enterprises.

It is noteworthy that in recent years, the trend culture has developed very rapidly in the mainland of China, and 80 and 90's will become the driving force of fashion culture consumption.

To this end, the reporter interviewed some young people on the spot in 2012 CHIC-YOUNG BLOOD (CYB), and published questionnaires on the business opportunities of the tide brand clothing market on the questionnaire website. A total of 120 samples were collected.

[background] personalized brand environment is getting better and better.

Reporters in the interview found that the definition of tide card, everyone has different views.

In the survey sample, more than 80% of the respondents believe that tide card is the taste of minority.

The so-called "tide card" is the taste of personality and petty bourgeois minority.

Wang Yunxia, marketing department of COSCO Qingdao International Trade Co., Ltd., in an interview with reporters, said: "as a number of international tide brand agents in China, in many years of operation, many consumers have found that every time they buy a stereotyped brand, especially after participating in preferential activities, they have to buy a pile of clothes that are easy to crash into others, and gradually their interest is not high.

Therefore, the survival environment of personality and even niche brands will definitely become better and better, because consumers' desire for unique desire will become stronger and stronger, and behind the niche brands is the increasingly large urban consumer groups.

And belly button designer.

In an interview with reporters, he said: "the definition of tide card is different in everyone's mind. In my opinion, a love brand is a group of little children. We create the navel eye brand which is hoped to bring happiness and life to young people. We hope it is a popular brand that can be accepted."

The brand name of the navel is not just random for the sake of novelty. Gao Wen Jie explained: "we all have navel eyes, just like our childhood, and everyone has, and there are many growth stories."

In his view, China's young fashion groups have their own persistence and pursuit, and have a unique life humor and philosophy.

After more than 4 years of effort, the brand of navel eye has been very famous in the domestic market, and has opened a number of theme shops.

According to the survey, 41.67% of respondents thought their clothes had personal style, while 52.17% of them said their dressing styles were changeable.

If Guo Qi is an employee of an advertising company, he told reporters: "the so-called tide card is different.

I spend about half of my monthly income on tide cards, if I don't wear my favorite days.

Going out, there's something wrong with the whole day.

I go out shopping with my friends, and I like to dress differently.

If anyone is found to be dressed up, he will go online and search for the brand.

Nicole Chen (Chen Peng), President of NC.STYLE (Beijing Yi Yi Yi Culture Communication Co., Ltd.): "Chao pays great attention to the spirit of originality and design concept. Many times, design is integrated into the elements of local life, easy to resonate and be sought after.

The most important problem facing local brands is how to integrate their culture into brands rather than copying or copying foreign brands.

According to the reporter, in Beijing, Shanghai and other international metropolis, the tide card has been recognized by the mainstream consumer market, such as the Sanlitun VILLAGE in Beijing or the Raffles square in Shanghai. In these places, it is easy to see that the sales are all fashion apparel brands from all over the world, and the daily activities such as featured theme promotion, tidal wave election and tidal wave meeting are constantly improving and optimizing the industrial chain of Chaoshi.

[appeals] "fill in vacancy" and "seize 80 and 90's market"

Why do the trend brands have made efforts to enter the domestic market in recent years? Nicole Chen (Chen Peng) analysis shows that the most important reasons are: the huge consumption power of the Chinese market, the development space of the independent brand, making China the first choice for the major manufacturers.

Coupled with the continuous emergence of domestic tide cards, trying to seize the tide brand market has become a major concern of many enterprises.

In addition to TeenTeam, Lifecycle, Lyrique, murster, inmix, Fiv5-S, Float, band aid, navel eye, ABS and other active trend brands, CH 'IN, Havaianas, Kimura I, DEPOT3, and such a batch of "new faces" have appeared in China.

In addition to the rapid pursuit of market demand, "compensation" has also become a well-known enterprise to enter the tide market.

For example, CH 'IN Qi is the trend brand of Metersbonwe group. According to the industry speculation, Metersbonwe group hopes to enrich its own product system with CH' IN Kei shoes series.

From the price point of view, as a local tide brand, such as the navel eye brand T-shirt, the price of a single product is priced at 150 yuan ~400 yuan.

For example, the price of the shorthand brand of Jiangnan cloth clothing is slightly higher, a pair of jeans is 700 yuan ~900 yuan, and a shirt is in the range of 400 yuan ~600 yuan.

According to the survey, only 10% of the respondents can accept the price of the tide brand T-shirt, which is priced at more than 600 yuan.

Along with the gradual entry of post 90 jobs, there will be room for further development of the trend products close to this consumer group, and the local tide card can also open the market and forge its own strong brand.

So, what are the opportunities in this market? What channels do young people like to know and buy? What channels are the most direct and effective for young people? In the survey, reporters found that young people get access to information mainly by physical shops and online stores, and 55% of them get information from this channel. The recommendation of fashion magazines and non official forums is also a way for young people to trust. 45% of people believe that this is a more reliable way. As for traditional media and television, young people do not play a leading role. Only 15% of young people believe in television more.

Because of age, young people have more contact with traditional media such as magazines, newspapers, networks, micro-blog and other new media.

Besides, there is another phenomenon that can not be ignored.

The trend of celebrities also affects the nerves of tide brands, because the tidal clothing they design has become a new force in the consumer market, and the speed of development is geometric.

Singer Ku Kui Kei will create his own brand and extend the business tentacles to the mainland. The comeback of Edison Chan's CLOT will become a unique fashion benchmark. Juno Mak's SLLYTHING, Jay Chou's PHANTACi and Li Chen's NIC will all regard Beijing and Shanghai as the base of sales, and the stars will be the best spokesmen and disseminators of tide brands.

The results also seem to confirm this. The celebrity endorsement has a certain exemplary role. 65% of the respondents will pay attention to the tide cards of celebrities or celebrities.

[outlook] risks and opportunities coexist

Some experts said that Chao brand pays more attention to the direction of individuation.

Tide brand focuses on spiritual symbols. For example, the Hongkong brand TOUGH Jeansmith, which is well known, concentrates on tenacity and toughness, and the expression of character is more meaningful.

Nicole Chen (Chen Peng) also agrees with this. The brand itself needs a long time to accumulate brand, and the core technology and cultural connotation of the brand should be emphasized.

Nicole Chen (Chen Peng) believes that in the light of the current situation of China's cultural development and giving full play to the advantages of local characteristics, the most important task for tide dealers is to do well in products, while maintaining a solid mindset and closer to the consumption concept of local consumers in terms of creativity, product quality and price positioning.

And many businesses should also give Chao brand more business development opportunities, foster their growth and growth, and share the feast of tide economy.