The Rise Of National Tide? This Is The Best And The Worst Of Times.

In the recent fashion week in Paris, China

Brand Lining's 2019 spring and summer series with the elements of gymnastic clothes and Chinese characters set off a new round of hot topic of "national tide".

The emergence of the concept of "national tide" can be traced back to the popularity of the past few years of leaps and bounds.

In 2017, known as "the first year of hip-hop", the Chinese variety show, "hip-hop" in the fire, let the melon farmers suddenly find that the Rapper who walked in the forefront of the trend were all dressed up in many domestic street brands, and the models were cool, very accent, and all the networks were red and stars were also carrying goods for the tide of the country.

Graf, Randomevent, concealer, double headed swallow, Umamiism, Purlicue, Roaringwild, C2H4, ANB...

How much have you heard? (no, excuse me, you may not really belong to our trend.

)

However, most of these brand names in English, the design and style revealed in the brand catalog seems to be more of a shadow of the American tide and the Japanese trend.

The reason why a brand is called "tide card" is often its own unique design concept and culture, to a certain extent, representing and affecting the future of young trend culture.

If this standard is to be measured, what is the real tide of the country? What kind of mental cure or expression do they want to buy besides a tidal garment or a hat for young people who pay for the national tide?

When the spread of social network makes the domestic trend brand out of the nameless predicament of the native place and starts to occupy a certain market share, these are unavoidable problems.

What is Guo Chao powder buying?

After the Yangtze River, the waves pushed ahead, and after 90, they were careless. The road of tidal current was already landed by 95 and 00.

First financial business data center (CBNData) "2017

The consumption trend report shows that unlike the traditional fashion industry with women as the main force of consumption, the proportion of men's clothing is more than 70%, and after 95 and 00, it has become the main group to stimulate online consumption.

JOJO is such a fashion enthusiast.

After 95, he was called the next era. He admitted that he was influenced by Edison Chan and his own brand CLOT when he was in junior high school.

In the years when Japan's tide brand BAPE blaze, did not start with a BAPE match.

It seems that there is no qualification to talk about the trend.

However, in recent years he has no longer been obsessed with the trend of foreign brands.

"Clothes and trousers are the most popular brands of retro tide."

He said.

It is said that there is a scorn chain in the tide brand circle. Standing on the top is the tide of Supreme, Off-White and other beauty tides and the strong sense of existence.

So why are the next generation of consumers like JOJO in the tide of paying bills?

DT Jun takes the sales of brand reputation and e-commerce platform as a reference, selects several representative foreign tide brands and domestic street brands to carry out PK, and tries to answer this question based on the consumer comment data of the electronic business platform.

First of all, in the brand name camp of foreign brands, we selected the Japanese tide brand Evisu, which is famous for jeans, the brand name Aape of Japan tide BAPE sub line launched by Hongkong I.T group, and the birthplace brand Mishka, born in New York, Broolyn, "eyeball" element.

In the national tide camp, we chose the Randomevent, which is the focus of the "not nice" series, the hidden ENSHADOWER of the main functional tooling style, and Roaringwild, which pursued the treason and broke the silence as the brand concept.

Photo caption: from left to right are Randomevent, hidden ENSHADOWER and Roaringwild products.

Let's take a look at how the tide brand consumers evaluate them.

No matter which camp, "good-looking" is the biggest selling point of tide brand.

Yan value is justice, which is universally applicable.

Just look good.

Like the money, whether it is Japanese tide or national tide, only buy their favorite style.

For me, I'll buy a look.

Compared with the traditional fashion consumption, there is another important aesthetic selection standard for "fashionable" buyers.

For them, tide selling is not just a dress or accessory, but a style and attitude.

However, "quality" and "fabric" still occupy a higher ranking.

Quality and fabric, wearing comfortable experience tide card, can get more affirmation.

As for quality, JOJO also said, "for me, I will first select a good brand with good quality and then choose a good pair of underwear from this brand."

In the evaluation data of the national tide, "the same paragraph" has become a key word to stand out.

Because of the popularity of star idols and the purchase of idols with the tide card, such a purchase demand has brought the national tide "burst money".

People with goods have also expanded from celebrities, talent show idols to graphic models and live broadcasts. Fans have enjoyed the spiritual satisfaction of the same paragraph, and even produced a love for a certain brand.

Success get fairy milk the same paragraph, knock happy! Clothes very nice, watching live broadcast can be Amway clothes is also absolutely.

Get hu one day the same paragraph, received clothes really surprised me, the fabric is super invincible and comfortable, good quality to no words; this let me have a new understanding of the national tide.

And for foreign tide card, "activity", "price", "cost-effective" and other keywords are frequently mentioned.

The price of foreign brands is very high. Consumers who buy the US tide and the Japanese tide in the electronic business platform pay more attention to brand activities and preferences.

Comparatively speaking, the price of the national tide can cater to the average consumption level of China after 95.

Take our brand as an example, in T-shirts, sweaters,

In the six categories of jackets, trousers and accessories, the average price per category is only 1/2 or lower.

The reason for rejection of the tide is...

Generally speaking, cost performance and idol imitation are the two main motivations for Chinese consumers to buy countries in the comments. But these two points also bring embarrassment to the market.

For example, there are also a large number of tide fans who can not avoid the popularity of the "same funds".

JOJO "can't stand the bump in the streets and people. It's embarrassing..."

And after the 90s, Lianhua is even more worried about the fact that "clothes that are dressed in national tide actually hit the design of foreign minority brands."

The lack of original core design and even the unevaded elements plagiarism is a major reason why many people are noncommittal about the tide of state.

Yu Xiaowen, who runs a tidal shop in Lanzhou, has done many domestic and international cards in the store. He said, "in my opinion, ninety-five percent of the brands have some templates for their own brands and designs.

For example, I want to do the Japanese tide. The design of my brand, including the overall tone, the personal character of the model, the new official picture, all the styles are very similar to those two or three brands of his design template.

When asked by DT Jun about the quality of some Chao brand, Xiaowen hesitated to exclaim "qualified" two words. Then he summed up with "uneven": "you may find hundreds of brands on Taobao, but the quality is really quite different."

From the consumer comment data, "zipper" and "thread head" are also the key words of the chao chao brand, which are the two typical workmanship problems of the chao chao brand.

The tide of buying a country is to be psychologically prepared. There is a lot of thread.

Associated with these original controversies and quality problems is the brand recognition of the rising tide brands. Therefore, there is another popular view in the fashion circle: "it is better to spend tens of thousands of dollars on Supreme, than to buy hundreds of millions of countries."

How far is the tide from the real tide card?

In this fast-food consumption era, at first glance, a good style, enough to wear a season's quality, may help the rising tide brand quickly catch the hearts of young consumers, but when it comes to the tide card itself, this is probably not enough.

"These three or four years belong to the blowout period of the national tide, and more and more students and ordinary consumers are paying attention to this category."

As a tide shop owner, and also a senior brand enthusiast, Xiaowen, facing the phenomenon of "rising tide of the country", is somewhat complicated inside. "All kinds of brands are uneven, there are designs, no designs, and there are only large numbers of foreign brands copied.

The most favoured brand of Xiaowen is not the Supreme of the famous fried chicken, but the long history of the US brand Stussy.

Stussy, like Supreme, was born out of the 60s and 70s surfing and street skateboarding culture, which was popular in the US in the last century.

The founder of Stussy, Shawn Stussy, originally sold surfing skateboards at the seaside, and the origin of Supreme was only a proxy store such as Stussy, a California brand skateboard shop.

Punk rose in 70s, attacking traditional music and culture. In 80s, Hip Hop and rap culture further broke through the traditional boundaries.

The street culture in the United States is in the ascendant in that era, providing fertile soil for the two top brands.

Photo caption: the original origin of the tide card skateboarding)

Nowadays, when people talk about tide cards, the first thing that comes to mind is Supreme.

When consumers crush their brains just to grab a Supreme Logo T-shirt with red bottoms, many brands of national brands are also trying to sell their own big logo designs.

Many national tide operators are actively promoting the activities such as cooperation with net red, brand joint name, and so on, making use of star effect and topic speculation to create explosive funds.

In Xiaowen's Chao shop, some logo elements such as tearing claw marks or large fork symbols created by some national hot brands are also popular in a short time.

"Claw marks (elements) do not understand the people feel pretty good, brand male model is also a more carrying capacity of the net red."

Xiaowen said, "but there are not many unique things that can really be remembered.

When I look at this dress, I know there is such a brand, but no one can tell which brand it is.

Because it's just logo on the clothes. "

Photo caption: the design of the claw mark element of the chao chao brand is sought after by some consumers.

Everyone wants to be the next Supreme, tide card.

But the brand culture is the core attraction of the top brand.

Behind the increasing popularity and commercial value of Supreme is the epitome of American street culture for decades. It pcends time and space to gather global tide fans.

However, looking back at the rise of street culture in China for more than a decade, the process of cultural accumulation is missing from the national tide brands who are busy copying and even the numerous tide consumers.

Compared with chao chao brand, Xiaowen, as a tide shop owner, is more concerned about whether tide brand consumers really like the trend culture: "people who know more and more, pay more attention and become more and more willing to spend money, is a good thing.

But I hope that more people will have a little patience to understand the brand and designer, and to understand the spirit or idea contained in the tide card. "