The Chinese Wind Market Is Also On Fire.

The spread of Yan jubilas and "biography" shows that people's tastes have changed under the influence of the Internet.

In the age of chasing explosions, these two parts.

The Qing opera with visual impact is hot because of its exquisite costume props. It is worth noting that the appearance of the two dramas also brings people to the possibility that traditional Chinese wind products become mainstream and commercialized.

The most direct driving force is drama related.

The embroidered hairpin in the "Jubilee" has fired Taobao shop in Yangzhou after 90.

Opportunity and the launch of the "Jubilee"

Lipstick.

For extension, if you pay attention to the designer brand, you will notice that the designer's brand Staffonly has recently been re launched in the fashion week of March.

These three cases also reflect the display of Chinese style at different levels.

The trend behind this is that young consumers do not want to embrace the west completely. They are looking for design exploration that coincides with the present.

At present, the stage of excessive aesthetic appreciation of Chinese consumers has begun to pition.

According to OC&C's Standing Out From The Crowd, consumers will choose millet instead of Apple phones, and they will pay attention to local brands that can generate emotional connections.

Over the past ten years, a number of brands such as Hua Sheng Ji have been trying to grasp the sweetness of the Chinese wind and the current trend in the mass market.

Yao Qingzhao, trend director of WGSN, thinks that the popularity of the new Chinese style has had several rounds of discussions in the past ten years. The biggest feature of this year's popularity is a spontaneous support and promotion, not only influenced by the trend of foreign countries.

"Influenced by the political economy, foreign trade has been hit hard in recent years. Stimulating domestic demand and promoting domestic sales is also the direction of efforts of all countries. China is no exception."

Yao Qingzhao said.

"Whether it is Chinese enterprises or people, they have focused their attention on the domestic market, and we are all looking forward to presenting products that represent China's own characteristics and conform to the aesthetic standards of the Chinese people."

At the top of the fashion industry in Pyramid, Xia Zichen, Shanghai, upper and lower traditional luxury brands first appeared, and with Chinese designer brands such as

The stylish interpretation of Chinese style has also improved the designer's perspective.

People in the industry have found that fashion is not entirely based on European and American thinking.

And then sink to the end of the consumer retail market.

The clothing retail brands that sell tens of millions of dollars a year, they want to explore how high the acceptance of Chinese aesthetic is in the young consumer market. How high does this style fit with everyday wear? Yao believes that "in the face of the global economic downturn, China's strong consumption power should not be underestimated."

To focus on the mass market is to test the capability of the supply chain.

Feng Guang and Han Wen founded the women's clothing brand Secret Fan in 2014 years. Ten years ago, Zhang Yi was founded in Shanghai. At the beginning, the price range of five hundred or six hundred yuan was cut for the emergence of the brand name of the men's clothing, such as Hua Sheng Ji, and so on. Through the colorful Chinese style design, the market of the Chinese wind can not be underestimated.

The sale of secret fans is at the level of tens of millions of dollars, and the earlier sales of flowers and flowers are over 100 million.

Because Chinese style often has special requirements for customized fabrics, this market has formed a natural threshold.

"Our fabrics are mainly imported from Japan and Italy, but the obvious Chinese style is custom-made."

Zhang Bin said.

At first, because of his love for Oriental elements, Zhang Bin founded Lang Jin two years ago in Hangzhou, where he lived for many years.

Living in the first tier cities, there are material bases and consumers of literary pursuits.

At present, the brand is developing steadily. It also receives customized orders from celebrities and old customers, and is looking for suitable street shops.

However, how to do well in subtraction, but also to carry out the Chinese style of modern sense, these brands are still trying to make mistakes.

In terms of marketing ideas, these brands adopt a more open attitude and make clear the way of IP brand.

According to Feng Guang's theory, dense fans should form an ecosystem with Chinese culture as the core.

Launch joint products.

Li Ming and Wang Sheng, a brand eyeglasses of Inmix, founded in, are seeking to build a new generation of famous brands in the world.

In addition to being recognized by fashion circles, they also receive the attention of capital.

At present, secret fans get A financing of tens of thousands of yuan.

According to the report of 36 krypton, B+ has completed the 48 million yuan financing for the four seasons.

More brands want to focus on this small niche market, for example, the men's wear brand that was founded in Tianjin in 2010 is infinite.

For young designers, Taobao has become the most natural choice.

Clothing, T-Shirts, and sweater, these basic costumes, together with Chinese elements which are not exaggerated, are proved to be market.

At present, sales reach tens of millions.

"The real information of our daily life is that the information we receive may be a more realistic and more Chinese wind. I find that the last group of customers that we buy is probably a small group of people who have grown up in small cities and have gone to big cities to engage in creative fields. They have basically experienced a multi-level life style in China, and the aesthetic span is large enough to form a mixed aesthetic."

He said.

Consumers' iteration and fierce competition from the electricity providers have also screened out a number of brands. In the future, those brands that are mostly online will gradually develop the offline market.

At present, it plans to open 35 stores at the end of the year.

CallisonRTKL, a consultancy on physical retail design, said that the environment dominated by Western brands in Chinese shopping centers has changed. Consumers' support for local culture and brands also creates more possibilities for Chinese brands that can produce high-quality products and consumption experience.

"This has left many western conservative companies running around to get a slice of it."

CallisonRTKL wrote in the future of China's retail industry.

But at present, the market is still in the pioneering stage. How to reverse the Chinese wind is the impression of the middle aged and elderly people. In this highly recognizable design concept, the brand needs to continue to precipitate.

In the fast and iterative fashion industry, pioneers can seize market opportunities.