Is The Rise Of "National Tide" Accidental Or Inevitable?

2018 is the first year of "national tide".

The rise of the "national tide", or the widespread concern of the major traditional brands and media, is closely related to Lining's domestic sports brand at the beginning of the fashion week in New York.

Taking "enlightened" as the theme, it not only used the traditional Chinese Suzhou embroidery techniques, but also made Lining's best Chinese element "red and yellow match" to create a more fashionable temperament, and successfully integrated with the world.

So far, the "national goods" Lining has also changed its stereotype in the minds of young consumers, and has become a "high tide" quality representative.

"National tide" is a new way of expressing culture.

As for the concept of "chao chao", most people simply interpret it as the trend brand created by the Chinese local designer and the principal.

Such as: Edison Chan's CLOT, Li Chen and Willber Pan's NPC, May Tian He and ER Liang Stayreal.

The establishment of these tidal brands in China began around 2000. Although it has been developing for more than ten years and has the aura of "stars", it is still a minority.

What really triggered the attention and popularity of domestic consumers for Chao brand is that it originated from a small crowd to the public view. It originated in a variety show called "hip-hop" in China in 2017. It will integrate and precipitate the "beauty tide" of hip-hop culture and street culture, such as Supreme, Off-white and so on.

Therefore, in the past two years, the consumption of Chao brand has increased significantly in China, and the exuberant demand has further promoted the new development of the domestic tidal current industry.

However, strictly speaking, CLOT, NPC, Stayreal and so on are not really "national tides", because the cultural heritage hidden in the brand does not come from the Chinese mainland.

Throughout the world, the relatively well-known "beauty tide" and "Japanese tide" can be widely spread. On the one hand, they are derived from fashion, frontier and individual design styles, and more importantly, the expression and manifestation of brand to local culture.

Take the Stussy, the originator of the US tide brand, for example, the original signature of the brand's signature design is to pay tribute to the graffiti art in 70s, while Supreme highlights the skateboard culture that is popular in the United States, and even occasionally uses some single product to duplicate the current social and cultural phenomenon.

It can be seen that the trend of culture originated from a certain country, which can flourished and attract young consumers in a short time, plays a vital role in cultural infiltration based on national conditions.

Culture not only inspires the resonance of many individuals, but also makes the brand more symbolic value.

Therefore, the definition of "national tide" must be considered from two factors. First of all, the most important and core is whether there is a gene of traditional culture. Secondly, whether it can integrate traditional culture with current trend and have more fashion sense.

In a sense, the "national tide" is based on the brand as a carrier. It is not only to satisfy young consumers' pursuit of fashion, to publicize their individuality, but also a natural return to traditional culture and a prominent phenomenon.

The new consumer market promotes the rise of "national tide"

Now, "the tide of the country" has become the hot pet of the current consumer market.

The renewal and change of any industry is inseparable from the decisive role played by people in it.

An obvious fact is that after 1990 and 95, it has gradually become the main force of the new generation of consumption.

They are more aware of new things' cognitive ability, trial desire, and personality and self propositions than 70 and post-80s, which also impel them to a certain commodity consumption from mass convergence to minority self.

Judith Williamson, an advertising semiotics, once said that people are identified by what they consume.

Therefore, fashionable and unique design ideas, personality and publicized design style not only highlight a specific culture, but also represent a distinctive attitude and lifestyle of "national tide" popular, which is exactly in line with the new generation of consumer advocates.

In the past two years, the scale of China's tide brand market has increased by three times as fast as that of the ordinary brand. From the luxury brand with social mark value to the fast fashion brand of popular consumption, and to the small group, the brand development context of the personalized "national tide" also means the fundamental pformation of consumer demand and thinking concept, that is, it is no longer limited to the satisfaction of life needs, but also to the satisfaction of a certain way of life and the meaning of life.

At the same time, the return of traditional culture and the increasingly strong sense of identity among the masses also pushed the rise of "chao chao" to some extent.

In recent years, Chinese traditional culture has attracted more and more attention. Poetry, songs, national treasures of the Imperial Palace and Peking opera have become hot spots and even trends.

On the one hand, the development of economy has promoted the awakening and national pride of the Chinese people. It has attached importance to the excavation and promotion of traditional culture, and has created various cultural programs such as the poetry assembly, the national treasure, and the new the Imperial Palace by means of diversified media channels and marketing modes, thus promoting the promotion of traditional culture in the breadth and effectiveness level.

On the other hand, with the help of culture, product innovation can be realized, such as the introduction of the Imperial Palace and paper tape, the refrigerator stickers combined with the names of various palaces.

Because of this, more and more consumers are willing to spend on traditional culture. Fashion products with "Chinese culture" elements are increasingly becoming a new generation of consumers who show their individuality and create personal attribute labels.

Take the color lipstick introduced by the the Imperial Palace at the end of last year as an example. Once it was launched, it was scheduled to take more than one thousand units in a single night, and this was derived from the consumer's recognition of the traditional cultural value behind the product.

It can be seen that culture can establish a connection between the brand and consumers, so that consumers can find their sense of existence in the consumption of culture and a sense of belonging of a group.

In addition, based on the change of market and consumer demand, the "national tide" is also the need for brand pformation and development. Lining is the best example.

Relevant data show that: in 2012-2014 years, the brand continued losses of nearly 3 billion yuan, and has closed 1821 stores in one year.

However, after a new combing of brand positioning and target audience, Lining adjusted the brand from two aspects of experience value and cultural value based on the change and trend of the consumer market, and collaborated with young designers.

Lining, who has experienced ups and downs, seems to know more about how to combine sports with culture and fashion to suit the development trend of the consumer market.

Of course, the urgent desire for pformation is not only reflected in the clothing brand, but at the end of last year, the stationery brand morning light launched the "prosperous new face" series of creative products to deduce the quintessence Peking Opera, and invited Peking Opera Wang Peiyu to be the Chief Cultural officer.

This operation not only embodies the fashion idea that the brand combines "classics and popularity", but also wins more attention and goodwill for it.

As mentioned earlier, "chao chao" is a phenomenon with brand as its carrier and culture as its language.

It is never limited to a certain field or form, it can be a single fashion item or a pboundary marketing tool.

Jean Baudrillard mentioned in his book "consumer society" that consumption has changed from economic concept to cultural concept in modern society.

The "national tide" may be the product of the development stage of the commercial market and the revival of traditional culture.