The Ten Tidal Shops And Electric Providers In The Chinese Trend Circle "Have Fun".

To enhance the competitiveness of the shop and maintain freshness, it depends on the exclusive limited product that is available, or "exploding money".

In China, the trend market is only about 20 years old.

According to the standard of "hard core players" at the top of the trend Pyramid, the traditional tidal shops are usually built by the trend insiders, and the shops are located at the street shops.

The earliest tidal shop can be traced back to Fly, a skateboard shop opened in Changle Road, Shanghai in 1999.

Later, more tide shops were born because of the star's love for the trend culture. For example, Juice and Li Chen founded by Edison Chan and Pan Shiheng, Tang Zhizhong, founded by Willber Pan and Willber Pan, and Soulgoods founded by Ji Ming, NPC.

The location of its shops is also more diversified, and many of them are located in commercial shopping centers with a strong flow of people.

The founder of the star made these brands occupy the natural advantages in the promotion and marketing. In the early stage of their business, their purchase channels were better than those of other tidal stores.

But to enhance the competitiveness of the shop and maintain a sense of freshness, it depends on the exclusive limited product that is available, or "exploding money".

This means that most of the products come from the two sports giants of Nike and Adidas.

Therefore, being able to cooperate with the two sports brands can be regarded as a trend of retail status.

Juice can be regarded as the first "A didAs Consortium" certification store in China. This means that Juice can issue a joint shoe with Adidas, and a joint venture can also make the store more widely known, especially on the international stage.

Nike also has a similar setting, named "Tier Zer o", Reebok is called "Network".

Fasicart opened in the old house of Jinxian road. It was redesigned by British artist Kim Laughton more than a year ago.

So how to run into a "soul" tidal shop? It still depends on the manager behind the shop, who has a unique perspective on selecting goods, and a clever combination of shoes, clothing and accessories.

Doe, less than four years old, is such a case.

Wang Bingyi Wonn, who founded the Shanghai street culture magazine "Urban" in 2014, opened a fashionable shop with full wall baseball shoes and baseball caps in Tongren Road, Shanghai, and had a unique look at the desk seat design. In more than two years, Wang Bingyi has won many tide agency rights, launched the brand name dress and accessories around the same name, quickly opened the coffee shop of the same name, and opened a branch store in Xintiandi, Tongren.

At present, Doe maintains a new frequency every two weeks. Currently, its shoes and clothing sales account for half of the total.

Wang Bingyi believes that limited edition shoes are not the only way to win loyal customers.

"The real core competitiveness is not to take more exclusive limits, but always rely on ourselves, and gradually develop our own nuclear weapons, including services, products, ideas, souls and vision."

Wang Bingyi told BoF.

With the development of Internet business, more and more trend brands also take online as an important market and marketing channel, forming synergy with their online stores.

Yoho! BLK is the media and e-commerce platform Yoho! Founded in September last year, a more personalized high-end e-commerce channel.

BLK also plans to set up a physical store in the future.

The emergence of BLK also indicates that Yoho has entered a more sophisticated stage of operation, and is trying to seize the "Yoho" consumer who graduated from the youth clothing.

Yu Tao, BLK's buyer director, revealed that BLK's sales will reach 50 million yuan this year.

"Our brand portfolio is also constantly adjusting and making some wrong judgments before, but this trial and error process also helps us better grasp the positioning."

Yu Tao said.

"The brand update of this industry is too fast."

And in the trend of many brands, how to constantly adjust the brand positioning and pick the goods according to the trend of the trend is also one of the tests.

The trend of locating the international market is Innersect, which has a more systematic operation method in developing brand.

"Classify the brand into a Pyramid like Good/Better/Best (quality / better / best) classification, so that when you choose a brand, you will know which category it is, whether you need it or replace it."

Chen Haosheng, the buyer's director, told BoF.

Also in constant adjustment of brand positioning and cargo selection is Shanghai's Fasicart.

Guo Yan, one of the founders, told BoF that in addition to retaining the core Japanese brands such as Undercover and Facetasm, the current selection of goods has shifted to a younger generation of Japanese designer brands, such as Sulvam, Neon Sign.

"We have recently represented M.Y.O.B, W.I.A, More than dope, which are relatively young, sub culture, cutting-edge, and suitable for clubbing people," Guo Yan said.

"They will not hesitate to see a brand and a single product that costs 1000-2000 yuan."

In view of business considerations, many tide shops have developed their own brands. The tide shop owner has revealed that the gross profit margin of such brands can reach as high as 90%. However, insiders believe that the overall cultural atmosphere in China is still not mature enough to produce a trend brand that can influence culture at the moment.

Wang Bingyi also believes that the tide market in the Chinese market remains to be improved in terms of volume and influence.

"China's trend market has just graduated from kindergarten, and has reached the level of primary school."

Wang Bingyi said.

With the blurring of fashion and fashion, and the popularity of rap culture in China, it is an inevitable trend that the trend market is fast and popular.

In 2017, Bain consulting predicted that in the Chinese youth clothing market worth more than 500 billion yuan, the tide brand occupies about 7% of the market value, and the value is about 33 billion to 35 billion yuan.

Ye Qizheng, head of DFO International, believes that China's trend market has entered the next iteration stage.

"The trend in the future depends mainly on what stars the new generation of consumers like and what brands these stars like." Ye Qizheng told BoF: "the new generation of brands is beginning to enter the market, and whether the 80's can lead the trend is uncertain."

He said.

Obviously, the current popular culture is more widely defined for tide cards. As long as they are cool enough to have an attitude, they are counted in the trend category after 95 or even 00, so the margin of the trend will continue to expand.

In addition, the trend market is affected by the trend of global fashion, and it will also develop rapidly and pluralism. What are the most senior and most potential tidal shops in China? BoF, after analyzing the internal analysis and communicating with the senior trend people, we have identified the 10 most worthy tidal shops and their main people in China.

1. Juice

Juice was originally a wave buying shop for Edison Chan, a brand of fashion brand CLOT founded by Pan Shiheng and his high school classmate Pan Shiheng 15 years ago. The first store opened in Tongluowan, Hongkong. Currently, it has opened 9 branches in Beijing, Chengdu and Taipei.

Juice agents and sales of rare styles including Undefeated, Nike and Visvim, and about half of the products are Clot.

In 2017, Clot Hongkong accepted tens of millions of Hong Kong dollar investment from tiger sports and began to cooperate with capital.

2. Doe

The founder of Doe was Wang Bingyi, who founded the Shanghai street culture magazine "Urban". She was a well-known trend figure in Shanghai. So after establishing DOE in 2014, she quickly cooperated with Holland Patta, Antwerp Arte, Canada's Reigning Champ and other European and American brands.

Yeezy Limited "coconut shoes", which is limited to sale, also chose Doe as one of its exclusive retail outlets.

In order to emphasize its lifestyle positioning, Doe also opened the same name boutique coffee shop in the store, and looked for the desktop seat in Qingshan, Japan's Hot Japanese architect in recent years, making it a gathering place for young people with the same hobbies.

3. Soulgoods

Taiwan entertainer Tang Zhizhong and Beijing's trend opinion leader, Ji Ming, founded Soulgoods in 2016.

At present, Soulgoods has Adidas, Puma, Reebok, Vans, Converse, New Balance and other sports shoes brand limited, joint footwear sales qualification, but also Fenty Puma by by, and so on.

The Soulgoods, the soul tiger of its own brand, was born at the same time as Chao shop. It has created more possibilities for brand development of e-commerce channels by relying on clear brand positioning and pricing with the people.

4. Innersect

In August 2017, the Innersect behind the main line was Edison Chan, whose business model was the integration of online e-commerce and offline fashion exhibition, and combined with a chain store that touches a second tier city.

Edison Chan called Innersect a "cultural company".

In selecting goods, Innersect has Alyx, Fucking Awesome, FDMTL, Polar Skate and other new trend and designer brand.

5. Yoho! BLK

Yoho, a media based company, has 10 years after the launch of the e-commerce platform, which has set up a high-end e-commerce platform Yoho! BLK to meet the needs of Yoho! The first batch of post-80s customers are more personalized and niche. For Yoho, it is also part of the pformation of Yoho brand operators.

The brand of Yoho BLK is also more fashionable, including Feng Chen Wang, Christian Dada, CMMN SWDN and so on.

6. Invincible

Invincible, founded in 2007 by Jimmy Wu, which is deeply influenced by the trend culture of New York, is the leading landmark store in Taipei. It joined Adidas Consortium in the same period as Juice. At present, the limited joint shoe products, including Nike Lab, Adidas Consortium, Converse and so on, now account for 90% of its sales, and the high-end Japanese trend brands such as "Lai" and "Gao".

At present, Invincible has opened 5 distinctive shops in Taiwan and has set up an electronic business.

7. Phantaci

The founder of Phantaci, founded in Taipei in 2006, is Jay Chou Chiang and her Ric Chiang. Her original intention is to develop her limited sports shoes and develop cooperation with sports brand Puma, New Balance, eyewear brand HaChill and so on. There are about ten cooperation series each year.

Relying on the star effect and the limited edition attractiveness, apart from having four direct outlets in Taiwan, Phantaci began its new layout in 2016.

They opened branches in Malaysia, Beijing and Shanghai.

8. Fasicart:

Compared with the popular modern minimalist shop, Fasicart, a shop in Jinxian Road, has a futuristic interior design.

The main trend is to sell new trends from Japan.

Brands, such as Facetasm, Discovered, also see products such as Asian Dope Boys and other domestic designers.

Starting in 2012, the three founders Cai Yuan, Sakai Kousuke and Guo Yan devoted themselves to selling Japanese fashion brands and organically related cultural activities in the physical store to integrate retail and cultural output. This coincides with its name Fasicart (combined by Fashion (Fashion), Music (Music) and Art (Art) three words).

9. HBX

Hypebeast founder Ma Bairong (Kevin Ma) prospectively launched the electronic business platform HBX in 2005. You can find the product mentioned in the editorial content. According to its latest annual report, its sales volume has reached 130 million Hong Kong dollars and the order volume has increased by 91%. Last year, it opened a physical store in Hongkong land Plaza.

You can also find a number of familiar fashion brands in HBX, such as Helmut Lang, Loewe, JW Anderson, etc. HBX is about to enter a number of high street fashion brands, such as Off-White, SSS World Corp, Ganni, cable and cable.

10. Break Through

Founded in 2014, behind the tide shop in Guangzhou is the Beijing tidal shop Deal, which started with the sale of limited amount of Air Jordan. At present, the main limited number of sports shoes, and as a rare pure shoe store, has become Guangzhou.

The gathering place of lovers.