Will The Trillions Of Tide Brands Produce The Next Unicorn?

One day in 2018, there was a sea of people at the gate of Adidas store in Chaoyang, Beijing.

The sale of sports shoes yeezy500, 3 hours before the sale, long queues have already been lined up at the gate to block the shopping malls. Some of the queuing people are sports shoe enthusiasts and some shoe dealers.

Such chasing stars often appear when tide cards are on sale.

There is no doubt that the fans of fans are queuing up. Why are shoe dealers queuing up?

The answer is simple, because there are benefits to be found behind.

According to the world clothing shoes and hats net,

The sale is usually limited to the sale. If you are lucky enough to get your shoes and sell them, you can earn several times.

Take the yeezy350 shoes sold in 2016 for example, the selling price is only 1899. Before the deadline, the price of an e-commerce platform called poison APP has reached 8489 yuan.

We are now looking at the door of supreme store in Tokyo, Japan. Supreme is a brand with a long history and is currently in the leading position of the industry.

Every week, a new model will be released at the store. A few days ahead of time, the style catalogue will be released on the official website. It is also a limited sale mode. On the day of the sale, a large number of young people gather at the gate, including a large number of Chinese students.

According to the world clothing shoes and hats net, many Chinese students purchase, earn pocket money by buying trendy cards, and get enough profits, with a supreme snow mountain.

For example, the offering price is only 2599. Before the deadline, the price of the electronic business platform called poison APP has been as high as 12499 yuan. Many purchasing agents regard supreme as an investment, claiming that supreme is the most insurance financial product.

There is a shopping side to share with the interesting thing: "above this snow mountain down jacket, friends bought after wearing a year, turn to sell, also earned 500 yuan."

Some buyers said that the large purchase was enough because they had enough funds, so they were queued up to hire people. Therefore, some limited styles were almost in the hands of large buyers. It is said that some big dealers can earn about 100 thousand yuan a month.

After looking around 90 or 00 years, every young person who loves fashion is fond of tide cards, and the wardrobe is full of all kinds of fashion costumes.

If you do not wear a tide card, it seems that you can not melt into the circle. Tidal clothing is no longer a kind of clothing, but a culture, more like a symbol of youth, and with certain social attributes.

Chao brand subculture is hot

The tide brand, originating from the American street culture and entering Japan and Hongkong, is a symbol of the identity of the young people as a token of the subculture.

At first, Chao brand was an extremely vulgar culture. Popular with African American and rap culture, in Supreme's works, it was a simple T-shirt printed with a simple picture, but every picture was full of stories and young people's attitude. Young people wanted to announce their attitudes through clothes.

At present, the largest market in the United States, followed by Japan and China.

Show free personality; 1980 - 2000 is the golden period, the United States soldiers bring the tide brand culture to Harbin Japan, just as Japan's economic bubble, people began to pursue the spirit of self criticism; 2000 - 2010 is the expansion period of globalization, the rise of China's representative Asian countries, the background of consumer escalation, the star has become the main force to promote the tide card; from 2010 to date, tide brand has not really been a small group of people in real sense, they have officially entered the room, breaking the boundaries with advanced fashion, tide brand began to integrate more modern spirit, with new cultural connotation, with new cultural connotation, not stick to street culture, and began to move towards the public. Supreme's cooperation with luxury brand LV was regarded as a milestone development. The 1960-1980 year is the start stage, the tide brand rises in the designer who loves the American skateboard and surfing.

In recent years, with the upgrading of consumption and cultural upgrading, tide card has become more and more influential in China. Especially in 2017, after Iqiyi's phenomenal variety show, "hip-hop in China", the tide brand was rising rapidly in China.

In 2011, the Reuters estimated that the global market for fashion brand clothing was 60 billion US dollars, reaching 70 billion US dollars in 2012 and 75 billion US dollars in 2013. It is expected to reach US $about 200000000000 in 2017 and maintain a two digit growth rate every year.

By contrast, the growth of the global luxury goods industry has fallen below single digits.

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There are many players in China market.

In the face of such a vast market, there must be many gold diggers in the market, and the tide shop owner who has many years of experience in the licensing industry says that in this value chain, the most upstream must be the brand, such as supreme.

The following are magazines and electricity providers, the bottom is connected to consumers.

Magazine

YOHO trend is the first mainland fashion editor who belongs to young people. The audience is targeted at young people aged 16 to 30, including fashion clothes, original brands, star entertainment, art design, animated video and so on. All aspects of young people's attention are swept away. Young people in magazines can get the latest fashions and their collocation skills.

YOHO! Trend records has more than 280 pages per issue, and more than 400 thousand copies each issue. Besides, size trend life is also a more famous Trend Magazine.

Electronic business platform

The above mentioned brand purchase is definitely the main force of the electricity supplier. Most of the brands in China have no direct stores. Therefore, some overseas students purchase their money by making advantage of their advantageous geographical location. They use their spare time to line up their shoes to earn pocket money. In the early years, purchasing agents are trading at Taobao. However, the prevalence of counterfeit goods has been plaguing consumers. At the same time, as a sub culture, consumers' shopping experience needs can not be met in Taobao, and consumers want a more vertical vertical electricity supplier. Therefore, vertical electricity suppliers like app, eyye, and so on are welcome in the spring.

Front end with the trend information as a breakthrough point to obtain traffic, electricity providers realized.

At present, AP and Feng Chao are outstanding in the market and are loved by consumers.

But for the high limit mode of tide card, the supply channel of electronic business platform is a key problem. As a vertical business platform for the field of sports shoes, APP has plenty of resources, and almost all the explosions and classic styles have been installed in the search interface. A large number of resources have been integrated to improve the shopping efficiency, and a large number of fans have been acquired in a short time.

But not only sports shoes, clothing items are also popular, but there are not many styles on poison APP, so we still need to make full efforts in the supply chain.

"Goods", as the absolute leader of the industry in the past few years, was very famous in the circles in the early years, and endorsed by the Asian trend Edison Chan. It can be said that the scenery is unlimited. But in recent years, it has devoted a lot of energy to the development of the shop in the domestic tide brand and offline stores. Some European and American Japanese brands are gradually unable to figure out on the platform. Many people sigh that the tonality of the goods has changed, and it is not the tide of the past.

Chao chao brand

In the recent fashion week in Paris, the 2019 spring and summer series of Chinese sportswear brand Lining, 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.

Despite the continuous development of the resources in the local market, the tide is still in the state of education.

Insiders have repeatedly stressed that the national tide is superior to the Western tide brand in terms of high cost performance, but the problem of quality and plagiarism has long been questioned by the circle.

Chao chao brand is good at capturing elements compatible with fashion and personality, but the commercialization and professionalism of the team are not mature enough. At the same time, the threshold of clothing is very low, the quality itself is difficult to guarantee, and the problem of plagiarism is unavoidable, which makes the circles uneven.

At the same time, the local trend culture still has a long development period.

Almost every tide brand is backed by a street culture, hip hop, hip hop, graffiti, extreme sports...

Compared with the western countries that have been mature for many years, the dissemination and influence of street culture in China are still limited, which limits the brand value and audience expansion of the national tide.

Will the trillion market produce the next unicorn?

Many public opinion thinks that behind the tide card is the next trillion market.

Although the trend culture has entered China for more than 20 years, as a carrier of the trend culture, the tide brand market is far from mature.

Eddi, an early domestic wave player, believes that "at present, the UGC community is a region that needs vigorous development in the value chain of the tide market."

Magazines and electric providers are more or less out of touch. They need a community platform to carry all tide fans.

Magazines are usually readings for white-collar workers, while the users of electricity suppliers are consumers with a certain level of consumption. But there are many student party in the market, and they like the trend culture, but their consumption power is limited.

Now some electricity providers have added community functions, but they are just a simple photo matching, but in fact, more value in the market is not being exploited. For example, the secondary market, the interaction of topics, the tide brand community will never be a simple picture.

This reporter has learned that because of the high price of tide cards, a large number of players in the market still focus on the development of the first tier city market, especially in the north, but the consumption level of the second tier cities and even the three tier cities is not low. Compared with the high level work pressure of the first tier cities, there is more potential in the cultural consumption level.

YOHO has already started laying out all two or three line city offline stores through cheap original brand education market.

I believe that with the development of China, the development of the tide brand market will become more and more popular in the future.

More interesting reports, please pay attention to the world clothing shoes and hats net.