What Kind Of Tide Card Is Most Popular?

"The trend of popular brands in the new first tier cities is also the slow infiltration of subcultures into these cities."

What kind of tide card is most popular?

This problem is no longer just a look at the north and the deep young people's clothes and street shooting can be answered.

Chengdu, Hangzhou, Chongqing, Xi'an...

Young people in new front-line cities are also beginning to grasp the right to speak.

Photo social application nice provides a new list of users who are willing to mark and pay attention to this new sauce, and categorize them according to different cities.

Nice is currently a highly active social networking app in Chinese young people. Users can label the brand in their own uploaded pictures.

The following chart shows a total of 80 billboards of attention distribution. You can clearly see that the tide cards automatically belong to three echelons. From the point of view of popularity and popularity, Vans, Supreme and New Balance can be regarded as the first tide cards, while the smaller ones belong to the two or three tier.

 

But why is it that tide brands can get attention so fast in new front-line cities?

Wait a minute. We need to figure out one thing first: what is the "tide" that is always mentioned by young people?

This word is not something foreign.

In the United States, people may use the streets.

(urban fashion) to understand what we call the trend.

Go to Harajuku, Japan, and feel good. A tide shop next to each other, and those who dress up and stop at any time to stop the street photographers, will make the place a great trend.

These Chaozhou people seem to be carelessly dressed, such as rolling up trouser legs at random, which is likely to become the popular pursuit of young people all over Asia.

The birth and spread of the trend has always been derived from advanced.

Irrelevant street culture.

In China, will it be Beijing Sanlitun or Shanghai Changle Road? Maybe a few years ago.

In 2009, the host Li Chen and Willber Pan opened the first store on the road to Changle, the NPC, the brand of the first fashion brand, that is, the brand that likes to print "MLGB" on clothes and hats.

But in July of this year, the two influential leaders in the mainland of China opened a new store with more than 300 square meters in Chengdu as the fourth store of NPC.

On the same day, NPC also sold a limited single product, a hat printed with "M spicy GB".

The radiant radius of the trend trend has already broken through Beijing, Shanghai and Guangzhou near Hongkong.

"The difference between the first tier cities and the new front-line cities in terms of the trend and consumption is not great."

Hao Jianyao often travels to new front-line cities.

The vice president of the YOHO media market will pay special attention to what the local young people are spending. "At the same time, the focus of many trend brands has been put in the new first tier cities."

Such as Wuhan.

STAYREAL is a tide card created by Taiwan band's May leading vocalist Axin and Taiwan artist Liang Liang. After Beijing and Shanghai, its Fifth stores in the mainland did not choose Guangzhou and Shenzhen, but opened in Wuhan central department store.

The brand's operating income in 2014 exceeded 100 million yuan.

"The 1 million 200 thousand consumer group in this city is the main reason why we choose Wuhan."

This is explained at the opening ceremony.

He is right.

Wu Jinjing spends more than 1000 yuan a month on these trend brands.

In the third year, she spent 1500 yuan on a pair of Air Jordan sneakers this month.

The Wuhan central department store on Jianghan Road is a place frequently visited by Wu chin Jing on weekends. This old department store has begun to pform in recent years, and has gradually become the trend brand gathering place in Wuhan.

"But the tide is not as good as the school."

She looked a little dissatisfied. "For example, those very hot Adidas YEEZY BOOST 350, just a few days before the school was wearing."

Young people have demand for personality and purchasing power, but the market of first tier cities is becoming saturated.

So brands began to sink into new tier cities, not Chengdu or Wuhan or Hangzhou.

When you open, invite the media to visit the rally and find the platform of opinion leaders. Well, such business stories happen frequently in Muji, Starbucks, and even luxury brands.

If you say it again, it will be dull and boring.

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The question is, is it really useful to have so many stores? Tide brands have not been updated for many years, such as joint limited money strategy, attracting fans queuing, and sending some trend stars to the streets.

But these street fashion companies may also be the most difficult consumers to deal with.

They have their own sub cultural circles - skateboards, underground music, Fixed Gear or something else, and there are corresponding ways to wear these subcultures.

It happened long ago.

Do not believe that you look at those CONVERSE canvas shoes that reached the peak of the trend in 1950s, which is the favorite of greaser.

This is a group of young people who belong to the subculture of that era. They like rock and roll, wearing black leather and CONVERSE canvas shoes, and riding on old motorcycles, speeding up the American street in 1950s.

The relationship between "tide" and street culture is such.

Not surprisingly, this is what these brand marketers have been doing for a long time. The young people who are playing the skateboard are bound to step on a pair of Vans shoes, and the ragged black CONVERSE canvas shoes also seem to belong to a rock musician.

Therefore, it is too easy to say that the trend brand has opened the store to a new first tier city.

Superme is a trend brand from New York, which is related to Hip-hop and skateboard culture.

The brand currently has no direct outlets in the mainland of China, but on the photo social networking app nice, users have tagged more than 100 thousand pictures of the brand, and 330 thousand users are concerned about it - nearly 70 thousand of them are from Chengdu, and 56 thousand are Hangzhou, and the number in Shanghai is only 90 thousand.

Among the most popular brands on nice, Superme ranked fifth, followed by Levis abandoned by young people.

 

"So it's no longer a problem that the store sink can solve," Tian Peng commented. He is a market partner of nice. "The trend also has different subcultures, so that they may have some sense of belonging.

For example, riding a flying bird will see what kind of clothes a riding partner will wear.

It is said that the trend brands are popular in the new first tier cities, and may be regarded as a slow infiltration of subcultures to these urban young people.

Wu Jinjing can see many young people playing dead flies at schools and major commercial centers in Wuhan.

This is a bicycle that originated in New York and became a street culture after the Japanese home.

So she also included a postman bag on her own shopping list - the man who played the dead was always wearing a full - tonal charge, and the short postbag on the back of the shoulder was a classic - although she didn't have a bicycle.

Social networking is also creating momentum for the trend.

In Japan's Harbin or New York, Broolyn, who is haunted by the tide, is now able to inspire and follow the youth of the world when it comes to Instagram.

Everything is beginning to flatten, and the prevailing democratic democratization in high fashion circles is actually happening in street fashion.

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This is no longer the age of Japanese trend Godfather Teng Yuan Hao, NIGO (he founded the BAPE of camouflage and gorilla as the main element) or American hip hop singer Pharrell William.

Although they are still making waves in the fashion world, ordinary young people on Instagram or nice are also creating and spreading fashion trends and dressing styles.

This seems to explain why young people in new front-line cities are able to catch the tide that is being talked about in Beijing and Shanghai.

"If there's anything else that can affect young people's consumption, it's the opinion leader."

Tian Peng explained, "but now these opinion leaders are not limited to those in Harbin, Japan, and ordinary young people on the social network also know the trend and wear them, and they may influence others."

Wang Ziwei has lost the habit of buying fashion magazines every month.

She is a 20 year old Chengdu native with about 9900 followers on nice.

At the same time, the frequency of her shopping is much less. Basically, she only goes to two fixed locations in Chunxi Road and Taigu.

As for the trend information, she thinks it is more direct to brush Instagram or nice on the phone.

Wang Ziwei would run to nice and Sina micro-blog to brush pictures whenever she had time to spare, which probably cost her about two hours a day.

She once saw a piece of Edison Chan's own brand of CLOT clothes on nice and went to Hongkong specially for two days.

Tian Peng is also concerned about the more active users of new front-line cities on nice.

The data provided by this company show that the difference in user activity between the new front-line cities in Chengdu, Hangzhou, Xi'an and Wuhan is not too obvious.

"Users of new front-line cities are hungry for trend information, because they have fewer opportunities to touch these things online than in the first tier cities," he said.

He explains this.

 

But street fashion is ultimately following its original routine.

Starting from Harajuku, Japan spread to China or other Asian countries, and then infiltrated from the first tier cities to new front-line cities.

The new front-line tide we are talking about is more like a process of narrowing the gap.

"In the new first tier cities, there may be a lag of six months, but with the impact of social networking and Internet consumption, the gap is getting smaller."

Hao Jianyao said that the new front-line city has become the main market of YOHO, the company's current electricity supplier platform, and the backbone of the market.

The best cities are Chengdu, Nanjing and Hangzhou.

Zheng Wei is not so optimistic.

He is now a freelance man who used to be the strategy director of VICE China. He is concerned about the subculture of Chinese young people as part of his work.

"The difference lies in whether it is a consumer trend card or a tide card.

Tide card is just an extension of subculture, and culture needs the environment.

He cited the example of death. "Not everyone can understand the culture of death, and the appearance is easy to get and imitate.

For example, explosions soon become popular in the new first tier cities, but it takes time for minority culture to really penetrate. "

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Wu Jinjing also considered before buying those Air Jordan sneakers. "She seems to have never touched a basketball," but many girls on nice wear it like this. Why not?

Well, the beginning of the tide problem, there are many different answers now.

As for the trend brands that are coveted by emerging markets? Let's go to new front-line cities. Anyway, for those commercialized brands, street culture is just a marketing tool.

(China shoes net - the most authoritative and professional shoe business information center.

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Attachment: the distribution of attention of 80 tide cards in 20 cities