Angry Youth: Take "Fen Qing" As A Positive Energy.

Actually, Angry Youth acts as clothing The brand name is "fen qing". The CEO Zack Zhang of this brand tells you that "indignant" is a "struggling young generation" with ideals, enthusiasm, critical spirit and independent thinking ability. So, do you have a new interest in the definition of "online youth" brand "fen qing"? With this curiosity, the reporter interviewed Zack Zhang in the fashion valley of the state-level clothing brand creative park in Songjiang, Shanghai, where his company is located.

Online shopping tide cards to eliminate regional differences

"I feel that China's regional disparity is very large. There are differences between the north and the South and the East and the West. The gap between the first tier cities, the second tier cities, the three line cities and the four line cities, the gap between the rich and the poor, and more importantly, the great cultural differences." When talking about why he started to operate online shopping brand, Zack Zhang told reporters: "a prominent problem is: at present, many domestic offline brands can only make regional brands, and the same goods sell differently in different cities. However, online shopping can solve this problem, as long as the brand and products meet a specific group of people, there is no boundary of the region, or that the first tier and second tier cities will be more than three, and the four tier cities will have fewer customers.

According to Zack Zhang, the brand of Angry Youth was registered 3 years ago. "At first, actually did not think of online shopping, just want for the younger generation of China, specifically 80 or 90 after making a brand. Because at that time, the domestic media had different opinions on the two groups, and there was much less praise, especially in a period of two generations and two generations. However, how many of the actual two generation and two generation are very few? If you have shortcomings, you can criticize them, but you can't take them entirely. " Zack Zhang said: "so, I want to refer to Mr. Lu Xun's work," scream ", to borrow a name that can arouse public thinking and controversy. brand So there is the name "Angry Youth". The surface literal translation is "angry youth". Some people may think that the word is derogatory, but actually it has multiple meanings, or broad sense. What we want to express is that today's young people have ideals, enthusiasm and critical spirit, and more importantly, have independent thinking ability. They want to change and have the ability to change. They do not want to follow blindly like their parents. Like Liu Huan's song "from the beginning", "I can't drift with the tide", this is the portrayal of real young people. Therefore, the company's name also took the positive side, using the word "fen qing" two words, refers to the struggling young generation.

"The choice of brand logo is also seen by the famous French director Jacques Behan's documentary" migratory birds ". It is moved by the belief and perseverance of migratory birds. Is our young people moving back and forth north and South in the north and south, for life, and for their lifelong efforts to adapt and struggle? So we took the well-known wild goose as logo, which is meant to symbolize the struggle, enterprising, conviction, volition and pursuit of young people. Zack Zhang said.

Taking "fen qing" as a positive energy

In fact, the core value of our brand is very simple: color, my youth. That is to say, our brand is focused on the youth's favorite colors to reflect their youth. Different people have different preferences for colors. But no matter what color you like, you must reflect the characteristics of this particular group: youthful. And to reflect their own youth. Zack Zhang said: "our products are more light, popular color and brand spirit also came into being, that is: youth has boundaries, the pursuit of no end. Youth may be ephemeral. We must grasp all we can and grasp it. We must not persist in it. What is youth? Youth is the capital to fall and climb up again. Youth needs to be good at thinking and dare to try.

Although "indignant" is a complex social role in many people's eyes, the style of Angry Youth is simple and bright style: all the products of Angry Youth brand are basic, concise and detail oriented, bright colors, and the product is strongly adjusted with a multicolored fashion. The products of Angry Youth can be arranged inside and outside at random. Different collocation will produce unexpected effects. Light colors make you fresh and free, and beautiful colors make you different. What is particularly satisfying is the other purchase you can buy with you. Brand clothing Collocation will make people feel brighter. Imperceptibly, Angry Youth brand customers can become experts in clothing collocation. Perhaps this style of design is aimed at finding another emotional breakthrough for those "angry youth", or Angry Youth wants to create a more direct confidence in "angry youth" from another perspective.

Taking consumption experience as the root

Angry Youth is headquartered in the "fashion Valley" of the state-level clothing brand creative park in Songjiang, Shanghai. Here is a collection of many domestic brands. Designer The popular color center and the upstream and downstream industries support the industrial chain seamlessly. Moreover, Songjiang is still a university town with many young people with ideas. It is very suitable for such a brand to survive here.

According to Zack Zhang, any product of Angry Youth or using high quality products Long-staple cotton After combing process, it uses unique grinding and washing finishing, or uses super fine and super soft fabric, so that skin care can be vividly displayed. The Angry Youth version can not only make up for the shortcomings of the body curve, but also fully display your perfect figure. Shoulder, chest, waist, buttocks and other parts are designed with self-cultivation, and chest and buttocks are stereotactic. "We don't make a gimmick. We just want to bring enough confidence to our consumers." Zack Zhang said.

"For an online shopping brand that is moving on the right track with Tmall, we emphasize the recognition of the design style of the product and the most basic wearing experience of the product, rather than the flashy." Zack Zhang said: "the pursuit of cost-effective brand is the brand concept of Angry Youth, and it is also the brand appeal that many want to lay a world on the online shopping platform. We do not pursue excessive packaging, but pay attention to personal experience. For example, our products all use super soft wrapping paper and non-woven fabric packaging. When you open the package, the warmth will pass from your fingers. We firmly believe that once you wear it once, you will become a loyal customer of Angry Youth brand. "

Speaking of the status quo and development plan of brand management, Zack Zhang said: "Angry Youth will adopt the brand operation, the company management design department, the product department, the production department, the finance department and the brand operation promotion department, the product line involves the shirt, T-shirt Sweaters, down garments, cotton clothes, jackets and casual pants, jeans and knitted pants. Since its trial operation in Tmall on July 2013, it plans to improve the positioning between the brand and target consumers through a year's online running in, and will launch and promote multi platform in 2014.