Which Tide Brand Does China Love After 90? Ofashion And Nelson Released The Tide Card Data Analysis Report.

OFF-WHITE and Supreme grew at 2017 fastest.

In the context of global fashion consumption upgrading, Chao brand consumption continued to grow from 2015 to 2017.

According to multi-party data, in 2011, the global tide brand clothing market scale was 60 billion US dollars, reaching about 200000000000 US dollars in 2017, keeping the two digit growth trend year by year.

Behind the tide card is the next trillion market.

It is reported that in 2016, the United States reached 80 billion dollars in tidal consumer spending, of which 65% were male consumers, and the main consumers were the 1990s and Millennials.

Even if the premium is 20% to 30% or even higher, there are still consumers willing to pay for it.

Whether it's the star's self created brand in the fashion media or magazines, it's also a hot trend in the Internet age. The failure of the celebrities to become the norm of online and offline stores has always been faced with a difficult situation.

The subculture related to tide brand is attracting a large number of core users to compete for purchase or even collection at all costs. The cost of tide card accounts for the overwhelming majority of the core users' personal expenses.

For the Chinese market, what is the per capita consumption power of the trend users? Which city has more tidal male tide women? 2018 what is the most popular 10 wave card? What is the most popular product?

In March 29th, Shanghai fashion week 2018AW MODE TALK industry talks about OFashion fans orange joint Nielsen released the world's first wave of big data research trend and user analysis report, through in-depth study of China's high-end young fashion user groups, a comprehensive analysis of China's wave brand consumption, and based on this, we will make a comprehensive interpretation of the future trend of the market trend.

Consumption growth and consumption growth

Tide brand is becoming a hot market favorite. According to the analysis of user data in the report, the growth rate of Chao card consumption is 3.7 times that of the non tidal brand, with the growth rate reaching 62%, rather than the growth rate of Chao brand consumption is 17%.

The number of tide brand consumers has increased for two consecutive years.

A second tier city leads the three line cities.

Influenced by street culture, sports shoes and other early influences, as early as ten years ago or even earlier, the tide cards appearing in magazines have become the focus of the second tier cities. Beijing's foreign gathering areas also directly promote the popularity of tide cards. In the past two years, consumers have mainly focused on friends through the circle of friends and micro-blog.

Today, the consumption volume of the second tier cities in the tide market is at a high level.

The coverage of popular culture in different cities has different effects on tide cards. The consumption base of a second tier city is good, and the consumption volume of Chao brand is at the national leading level, and its growth rate is relatively stable.

For the three and below cities, though the amount of consumption is low, the increase is higher than that of the first tier cities. For example, in 2017, the Qinghai area increased by 385%.

According to consumption power and penetration of brand, users are divided into core users, middle end users and public users.

The core tidal brand users began to contact the tide brand and tide brand culture from junior high school and high school. They loved sports or interests extensively. They had a better understanding of the story behind the tide card and the main person's style, and the frequency of purchase would be higher.

The middle end users are obviously influenced by the celebrities, but they do not care about the story behind the brand. They care about popularity and recognition.

In recent years, the public tide users began to contact the tide card. They only know the famous brand of tide, and are not very interested in the trend culture.

After 90, 95 is the main consumer group, and the East and North China brand has the strongest consumption power.

According to the report, 90% and 95 are the main consumer groups, and the proportion of 95 after three years has gradually climbed to 25%.

95, the tidal power consumption strength of the younger generation is the most concentrated in the front line and the southeastern coast.

On the basis of comprehensive data, Shanghai,

The eastern and Northern China represented the strongest consumption power, followed by Southern China and southwest China.

The second tier cities are led by Chengdu, Hangzhou and Chongqing. Guiyang, Hohhot and Nantong are the main consumers of the three tier cities.

Men tide brand consumption upgrades fast tide male consumption trend

It is noteworthy that women used to occupy the leading position in consumption in the past, whether tide brand or non tidal card. From the report, the proportion of male tide brand consumers compared with non tidal consumers increased year by year. From 2015 to 2017 three years, men increased 29% to 36% in tidal brand consumption.

Under the leadership of tide brand upgrade, the proportion of male users is also increasing slowly. The trend of male consumption is very good.

Chao chao brand consumption also follows the super user rule: Top10% bone ash users contract 48% market share.

According to the report, the core users will pay more attention to tide brand history, design concept and cultural attitude. Every season must be a part of life, and even the tide card cost will account for 60% to 80% of the total personal expenditure.

In these consumers' gathering and outing, the tide cards become their essential and even the only option. They are keen to share the trend information in their friends' circle and show themselves unwittingly.

Among them, TOP 10% accounted for 48% of the market share, TOP 20% accounted for only 18%, and the market concentration was obvious.

I love single products.

T-shirts are popular among men and women.

Clothing and shoes are the main categories of tidal brand consumption, and have always been the main force of tide brand consumption.

Among them, sweaters, shoes and T-shirts are users' favorite single products.

The market share of clothing, footwear, accessories and bags gradually decreased, and the overall growth rate was remarkable from 2016 to 2017.

Women prefer jewelry. Men love shoes and clothing.

And women in the tide card consumption, whether clothing shoes, luggage or accessories, account for more than 60% of the total consumption, which is also related to the tide of women and women prefer the mix of men and women in the same way, in the same fashion of women's clothing accounted for 73% of the total consumption, male tidal brand consumption accounted for 45%.

Adidas and Givenchy have the fastest market share, OFF-WHITE Supreme is the fastest growing company.

In terms of tide clothing brand, from the perspective of market share, Adidas and GIVENCHY are most popular with men and women. They occupy TOP2 of the market share.

According to the trend analysis of different brand users' recognition, Supreme, VETEMENTS, AIRJORDAN, Champion, Y-3 and other highly respected French and American brands are popular among the core users, and the purchase range is very wide. The peripheral products including the Supreme toothbrush, lighters and accessories are also popular.

Public tide users will be affected by the trend of fashion buying Supreme, OFF-WHITE tide clothing, making OFF-WHITE and Supreme grow at 2017 fastest.

From the year of the brand's consumption growth, the top ten brands, OFFWHITE and SUPREME, are led by the team, and the other 8 are ANTI SOCIAL SOCIAL CLUB, THOM BROWNE, NIKE, VETEMENTS, RICK OWENS.

For some limited money and joint name "Star" single product, Adidas Originals Yeezy coconut shoes cater to the 80's, while OFF-WHITE black-and-white short sleeved T-shirt is the favorite after 90's.

Among them, the core users pay close attention to the sale and queuing purchase of limited products, joint names and other star products, and even chase for some hot single products at any cost. Besides buying them, they also show their appreciation and love for tide cards.

Middle end customers concentrate on the purchase of sneakers, and they say they will not increase their purchase price. The purpose of queuing purchase is mainly to resell the difference.

Public tide users think there is no need to buy and do not buy.

How do you see the stars taking the goods? The core users pursue it, the middle end users are more rational.

The core tidal brand users say that the domestic market is slower than foreign countries, so they often turn over the wall to pay attention to the overseas stars, and often follow suit to buy all kinds of single products; while the middle end users are more rational. While paying attention to the stars, they will care about the physical contrast and the upper body effect.

Yang Mi, Wu Yifan, Lu Han and Quan Zhilong are the most popular "licensed kings". They are often referred to as "walking Clothes Hangers", and their wear plays a great leading role in the airport, activities, movies and TV dramas.

What are the channel users' information access channels?

The first tier cities have wider information channels, more focused on the public numbers of vertical app and trend information, and the two or three tier cities are more concerned about micro-blog star wearing and friends circle purchasing information.

And in the purchase channel, tier cities are more effective. Purchasing by purchasing, sea app and circle one on one will be a good way to get good goods quickly. The two or three line cities are more affordable, friends circle buying, and the vertical electricity suppliers with high cost performance are their preferred ways of buying.

It is foreseeable that the market consumption of Chao card proves its strong momentum in the fashion industry and will continue in the future.