Can China'S Tide Brand Excavate Such A Huge Market?

According to the world clothing and shoe net, "hip-hop" in China is definitely a phenomenal work this year, and tide brand is one of the carriers of the trend culture.

Also with the fire of a star.

After entering China for 20 years, the trend culture is still like the one thousand Hamlett. No one can give an accurate description.

The tide brand, which relies on the trend culture, has been sitting quietly in the market scale of 500 billion. Can China's tide brand excavate such a huge market?

What is tide card? I'm afraid no one can tell clearly.

I don't know from what time, "young" has become a popular keyword. There are countless marketing discussions surrounding young people. All brands are tired of saying that young people are the focus group. But what do young people really like? They may even be themselves covered by this overwhelming discussion.

In the 2017 Yoho YOHOOD global trend Carnival held by the "electronic cargo platform" with "cargo", we can generally find out what young people like.

Gigantic live screen, hip-hop rock and roll, haunted stars in the booth and stage, bicycle flat fancy race, PK skateboard, model man screen interactive show...

Each brand booth

Before the small game, it was a long queue.

A large number of photographers on the scene are another reason why young people are excited because they can be photographed to achieve the final value of the day.

New product Festival Opening Ceremony

During the three day carnival, most of the first day came from VIP users. Many of them spent tens of thousands of times on tide cards, and the number of VIP on the day was over 5000.

But what is the tide? How do we define it?

And T-shirt, full ape, or a pair of sneakers?

At the scene of YOHOOD, a girl with pink short hair wrapped her bag in her arms for half a day. She had gathered several small gifts from the showcase.

When asked what is "tide", her answer is: "what I like."

The answer was without hesitation, but it became a mystery to the elders: what do you like?

In the 150 booth of the day, the "tide man opening bag" game designed by the Phoenix Youth channel booth attracted many people to participate.

Take the most portable single product and take a photo. Print it on the wall and leave your name on the spot.

The name of a photo is "passion naked chat". The name of this violation can not help but make people wonder what his single product has.

In addition to the car keys, sunglasses, watches, cell phone shells and key chains, there is an ID card.

"Passion naked chat" is not a person, is a group of people, "booth staff explained," they have men and women, and wear very tide, chat is also very open, is a very interesting people. "

When asked about the identity card, the staff laughed, "some of them say" Chao "is to do themselves, and ID cards represent themselves, so it is the coolest.

But later some people said that "tide" is to do others, who is beautiful to imitate who.

For this group of young people's consumption power, the staff also peep through these single products one or two: "BMW is the key to a car, and their clothes are not cheap."

Tidal group's "passion naked chat" shows the trend of single products.

What is "tide" in the end? Thousands of thousands of words, no one can give a standard answer.

From Supreme, BAPE, Stussy to domestic Madness and Clot, these typical fashionable garments and accessories do not look expensive and have similar styles, but the amount of gold in each case is far more than that of Louis Vuitton and Chanel in the eyes of young people.

The trend culture originated from the street culture in Europe and America. In Asia, its development is mainly in Japan and Hongkong, China. However, there seems to be almost no place in the Chinese world to have the concept of "tide card".

"In the Chinese market, some people have a clear view of the trend culture, have a clear idea of their preferences and have the ability to consume," YOHO founder Liang Chao told the interface news. "But there are few people who really understand the trend culture.

Young people want to be more cool, but they don't know how to change.

Although young people's cognition of "tide" is mostly confused, the trend culture is gradually deepening people's cognition through the development layout of YOHO.

From traditional media to electricity providers, and then to expand the offline community.

Liang Chao believes that young people will have more and more directions to catch up with the trend.

Whether or not we know "tide", this adjective deriving from street culture affects the trend of interest of young consumers. As a cultural product, tide card is benefited from it.

Miao investment, director of investment and investment in Shenzhen, YOHO, said: "investment always throws in the future, that is, young people."

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"In the past, young people in mainland China might choose the US and JACK&JONES," says Wang, who is a fashion industry commentator and a public relations director of the former Hong Kong cultural group. "What is now 15-25 years old young people want nobody to know.

But one thing is for sure, they will not choose the brand that their parents wear.

As for the consumption tendency of young people, IDG capital also mentioned in the new consumption era summit held in June.

IDG said that changes in the structure of consumer groups promoted consumption upgrading.

Today, 80, 90 and 00 have become the main consumers.

At the same time, the gradual popularization of higher education has made young people's cognition power three times higher than that of the previous generation. Strong brand awareness makes young people more likely to become brand advocates.

It can be seen that consumption iteration has increased the consumption demand of young people, and investors will pay more attention to the consumer preferences of young people.

At the YOHO Carnival scene, the "drop trip" which is completely in touch with fashion and fashion has also set up its own booth.

It can be seen that brand businesses want to be the business of the millennial generation, whether they should prescribe the right medicine or not.

But it is precisely because no one can tell clearly what is the tide card that makes it a key condiment.

"Tide" is an attribute. Under the help of cultural environment and capital, everything can catch up with the taste of "tide". From this perspective, the favorite tea produced by queuing can also be regarded as a tide card.

The essence of fashion is popular culture.

Tide brand from the beginning of its birth depends on the growth of street culture, in China is no exception.

The street brand (streetwear), originated from the United States, is an integral part of street culture. It expresses its dissatisfaction with society through skateboarding, hip-hop and other forms to highlight individuality and seek companions.

Over the past decades, the trend culture represented by "street brand" has gradually developed from the sub culture of the street to the mainstream culture that has spread all over the world, and has become the "tide card" in the broad sense.

However, due to the differences in the openness, presentation and historical background of street culture in different regions, there are also some changes in the cultural core.

"Street culture in China will probably start very late, much shorter than in Britain and America."

Wang Xiaosa said.

"The current tide card is still reflecting the trend culture, but it does not mean that people understand the real meaning of street signs," Huang Jiaping, editor in chief of the trend media Hypebeast, said. "Even many street cards are becoming more and more divorced from their original values and become the current" tide card ".

In Liang Chao's view, the tide card that YOHO identified is more focused on the consumer groups behind the products.

"Our user base is a new generation of young and personalized consumer groups.

The brand market of Chao brand is broad rather than narrow market. It can be defined from many angles.

The global youth are becoming more and more individualized. On this basis, consumption will also become more personal. "

In 2001, Hongkong founded the first Trend Magazine "Milk"; in 2002, Hongkong fashion retailing group I.T, with the tide gene, entered Shanghai; in 2004, China's original Trend Magazine "1626" was founded.

Then, in 2005, "YOHO!" can be said to catch up with the tide of culture entering China.

In 2008, the launch of the "cargo" e-commerce and the first YOHOOD Wave Festival in 2013 allowed YOHO to become a synonym for the Chinese trend.

Liang Chao said that YOHO's ongoing businesses include media, retail, activities, design, and so on. At present, the media and retailing already have a vertical ecosystem.

"The current ecosystem is just a prototype, and there are more opportunities in the future."

Liang Chao said.

Next, YOHO hopes to build a trend culture community.

In an exclusive interview, Liang Chao told the interface news that in September of this year, the YOHO STORE will be under the Nanjing trial business line and will be officially opened in March next year.

In order to provide more experience for young people, the community will include brand portfolio, exhibition, trend class, culture, collocation guidance and other activities.

Liang Chao feels that more interesting things will happen in the future trend market. This is just the beginning.

In fact, as long as there is a trend culture, there will be a crowd catching up, and the brand that relies on culture to do business needs to flow along with it, pforming the popular cultural value into commercial value.

"Invariable only" change ". From this point of view, only popular culture itself is not bad, but everything else will change.

Wang Xiaosa said.

At the moment, China is facing the rise of its own popular culture. This has also led to a gradual change in the situation of foreign street brands which have been caused by cultural soil differences, and gradually changed. Compared to making a luxury, high fashion brand, the tide card that is attached to popular culture, it may be easier to take root in the local area.

There are many stars in China.

Even if you don't wear tide cards, you may often hear that stars have created their own brands, and the aura that stars bring with them has made the brand a hot spot in the tide brand market.

In 2006, Edison Chan, who was founded in mainland China, founded CLOT, nearly 100 million sales last year, NPC created by Li Chen and Willber Pan, controversial SMG from Shawn Yue, JJ Lin's SMG, Jay Chou's Phataci, Han Huohuo's AKOP, Debrand's Stayreal, Debrand's Debrand, Stage's...

China's stars are simply natural incubators.

But it is not surprising that in the face of the scale of over 450 billion yuan of entertainment market, the stars have more income channels besides entertainment circle.

Data show that at present, the number of mainstream stars has more than 300 stores, of which the top three of the apparel industry is ranked.

Interestingly, more than 60% of the celebrities have chosen to tide over the cards and turn themselves into trendy managers.

Influenced by celebrities, people are more concerned about their brands.

And the level of star brand and fashion design has always been the object of consumer doubt.

In this regard, Liang Chao said: "star tide card owner consumer fans" phenomenon does exist, different stars because the original intention is different, will lead to the influence of the trend of the great deviation.

As to how stars do well, he thinks: "first of all, stars must seriously operate the brand. We must have core spirit and ideas and special design. We must throw off the aura of stars and not rely on traffic.

First a trend brand, then a star title.

Otherwise, it can only be sold to fans, and will not have a greater impact.

On this year's YOHOOD carnival, Han fire's AKOP booth is slightly lower than the rest of the booth. He told the interface news that it was intended to make tonality for its own brand.

"Low key is good," he said. "Fame is not the work itself, it is just icing on the cake, but it is not the root of the product.

I didn't use my own identity to score AKOP for micro-blog, but simply selling products.

In his view, chao chao is the right choice: "the Chinese market is huge, and the tide brand or the young brand must be right.

But the main point is that the quality of clothes must be better.

Debrand, founded in Taiwan, is the brand under Kenji Wu's name. He hopes that consumers will support the brand because they love clothes.

Brand Manager Guo Wanyi said: "Debrand has entered the Chinese mainland market in less than 1 years, but its shop speed is fast.

Many consumers often buy because of store design and clothing version. After buying, it is discovered that this is Kenji Wu's brand. "

Making tide cards

This year, cross-border cooperation between Supreme and Louis Vuitton has left many people wondering, as if LV had accused Supreme of stealing LOGO in 2000.

Some people comment on this: there is no eternal enemy, only permanent interest.

Louis Vuitton 2017 cooperation with Supreme in men's wear series in autumn and winter

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Luxury goods have to compromise with the rapid consumption iteration, or go down the altar.

Coupled with the gradual emergence of fast fashion, the luxury of creativity is more challenging.

But tide brand, between the fast fashion with high quality and the expensive luxury, the price neutrality, the design small crowd, the limited issue and the higher quality prevailed.

Therefore, in Huang Jiaping's view, it is not strange to seek cooperation between luxury goods and tide brands. "People do not want to be the same as before, and do not even need to have obvious Logo like luxury goods, such as LV.

But for those who just know the tide, they still recognize the popularity and popularity of Supreme.

Rixari brand leader Cheng Yingjie believes that cross-border cooperation between luxury goods and tide brands will become more and more common and people will not make any distinction in the future.

But like luxury goods, marketing success is the top priority.

"Every marketing way is different," Huang Jiaping said. "A lot of tide brands will take different brands to develop together, such as I.T.

Most of them pay more attention to packaging brand stories. Some stories are very simple and have routines, so they are of little significance.

Speaking of tide brand, Supreme's marketing method may be textbook level.

Each quarter, Supreme will work with celebrities, artists and famous brands to launch joint products. The most classic Supreme Box Logo will also cooperate with the major brands to pform into a variety of joint Logo, and the most popular Box Logo Tee, with all kinds of celebrities on it.

It can be said that the Supreme, like the fast fashion shipping rate, is innumerable together, but every time it is still mad.

Even if the Supreme's Logo is printed on the trash can, it will explode.

High density cross-border cooperation, the use of accurate and effective celebrity effect, hunger marketing......

These measures, together with Supreme's control over the trend crowd, let them not only sit on the throne of the tide king, but also make themselves the makers of the trend.

Most of the marketing tools in Chao brand market are like this.

Wang Xiaosa believes that brand operation itself is a kind of "routine", regardless of luxury brands or trend brands have the same workflow and behavior pattern.

This set of routines guarantees the reliability and stability of brand management.

In Liang Chao's view, the vast majority of Chinese designers have no such marketing capability.

He said: "whether a tide card can be successful is related to marketing, brand cooperation and so on, and this is exactly the part that mainland Chinese designers are not very good at."

Is there a tide card in China?

China has a trend consumer market, and there must be room for development.

Although the trend culture has entered China for 20 years, the tide brand market is still in its infancy.

"The tide circle is very small, the number may be less than 1 million, very small."

Huang Jiaping estimates.

In Wang Xiaosa's view, there are few commercialized brands in China, and the existing ones are divided into three levels: initial stage, annual sales of around 1 million, team of 5 people, development stage, annual sales of around 10 million, team of 15 people, mature stage, annual sales of 100 million, and team 100 people.

In addition, Chinese men's clothing is weaker than women's clothing market (about 3:7), while fashion products are mainly men's clothing.

"This is an investor who is more attractive to capital and understands the market at the level of consumption iteration."

Although the boundary of Hongkong is narrow, the culture of streets and alleys and the cultural background of China and the West provide the space for the development of the tide.

As a native of Hongkong, Huang Jiaping said that Hong Kong people had a high degree of acceptance of tide cards. They often saw middle-aged and old people wearing fashionable shoes in Hongkong streets.

"The tide of Hong Kong is closer to the Japanese style of the tide, and more daring to express," he said. "Tide card has become an element of Hongkong culture, but now many tide cards have been bought because the Hongkong market is too small."

He thinks that the mainland will become the market of Hongkong's tide brand, but the competition will be bigger. Because the quality, brand story, tailoring and design of many brands in the mainland are very advanced.

According to Guo Wanyi, the trend culture in Taiwan is also closer to Japan.

When Teng Yuan Hao caused the current wind trend, the Japanese tide brand Neighborhood and BAPE flow into the Taiwan market.

"A group of people belonging to the Taiwan subculture: the musicians, the party Promoter, the extreme sports, the street graffiti, the heavy machine culture enthusiasts, in fact found that they could also copy such a model, make a brand of its own, launch the clothes that you like, and then influence and attract more people to focus on what they love.

At that time, Berlin Chan also worked with a group of friends to develop and promote the trend brand in Taiwan, and became the first generation of Icon in Taiwan.

Guo Wanyi said.

Almost at the same time, the stars of Taiwan also began to invest in the fashion market, creating the so-called "star tide card" - such as JJ Lin's SMG, Axin and Stayreal, Jay Chou's Phantaci and Kenji Wu's Debrand.

"Hip-hop" in China has led to the trend of culture which is a small crowd.

In the eyes of investors Miao Miao, the trend culture has begun to take root in China, so the end of the program will not affect the business of Chao brand itself.

But the tide market is still facing many difficulties.

While Liang Chao believes that the demand for consumers has begun to increase, but the current allocation of resources and manpower is not enough to support the healthy and healthy development of the industry.

In addition, many Chinese businesses like to expand their scale, which is likely to lead to a big and impossible situation.

But there is no doubt that China has the tide card, and perhaps only in China, there is the tide card.

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