"Tide Male Economy" Broke Out, "Fifth Fashion Week" Into A Giant Beachhead.

In June 2019, Ning Jing, director of Tmall Menswear, needed to challenge a business that she had never done before. She and 8ON8, Sans and other Chinese cutting-edge designers went to Italy to complete a "perfect appearance" at Pitti Uomo (Florence men's Wear Exhibition). This is also China's first guest of honor for the exhibition.

Under the impetus of Tmall national tide team, SUAMOMENT jointly named Ma Ying Long and 999, Beaster jointly named dragon Tiger essence, AK CLUB jointly named dragon tiger oil, Mark Ed Faye joined 8ON8 and JUST IN XX, Huili launched the youth concussion series. More than 50 cross border new products of 10 Chinese brands have successfully landed on Pitti Uomo. These "light of domestic products" have attracted the attention of this international men's Wear Exhibition.

"This effect is beyond the expectation of most of us." Pitti Uomo, China's marketing director Vito Plantamura, told the Beijing News reporter: "to be honest, this year's performance even exceeded my personal expectations. We got very good feedback from international buyers. After seeing the works of Chinese cutting-edge designers, they all thought that the design and products of Chinese designers in the past few years are becoming more and more mature, and they are more and more able to integrate with the international market.

　 Why is Pitti Uomo "fifth Fashion Week"?

Pitti Uomo, which originated in 1972, was originally a fashion show promoting Italy fabrics. Today it has become one of the most important men's wear exhibitions in the world. It has been praised by fashion editors as the "fifth Fashion Week" outside the four fashion week. Every June, it will gather buyers, media, designers and brands from all over the world. In 2019, China became the first invited guest of the exhibition. Alibaba's Tmall (Tmall), as its exclusive strategic partner, led the designer selected by the distinguished guests' national strategy exhibition in the Grotte space of the underground space Grotte of Pitti Uomo's main exhibition hall, Florence Exhibition Center (Fortezza Da Basso), to display in the exclusive Guest Nation space of China.

Vito Plantamura pointed out that the changing trend of men's clothing industry in the past two years is very noteworthy, and the development of street clothing style has reached a high level of historical level. It can be said that at the present moment, the rise and fall of the fashion industry is more influenced by the men's wear market than the women's clothing market. This is why Pitti Uomo began to reform its focus and style a few years ago. Today, on the list of exhibitors, half of them are classic clothing brands, and half of them are street clothes and sportswear.

Nowadays, Pitti Uomo takes account of the orientation of tradition and trend, and also makes more and more sports brands, street brands, including the movement of commercial brands, and the street sub line begin to make great efforts to exhibit at the exhibition. On the Pitti Uomo of February, Zegna took the inspiration of "city riding" to launch a series of loose fitting casual clothes that integrated high-performance cutting technology and functional fabrics. As the outdoor functional products, the down brand brand Woolrich brought Beams 25th anniversary cooperation and cross-border cooperation with Griffin's environmental protection fabrics.

Again such a debut of the national tide brand Beaster, also rely on the "Feng Jing green" series of products to trigger a number of topics.

"Feng essence", as a national mosquito repellent product, is known to all. This Beaster series of capsules is made from a series of main colors of the essence of the essence. It is interpreted in the form of PVC material and tooling vest. It reminds people of the cool feeling of the essence of essence, just like pouring fresh and fresh water on a hot summer day, which represents the brand new lifestyle and aesthetic attitude that the brand wants to interpret. The brand leader Bei Zhuotao is like a sermon.

"Pitti Uomo is highly integrated with the trend and commerce, and the degree of marketization is also the main reason why Tmall chose to lead China's new design team together." Ning Jing revealed that after years of going out with Chinese brands and witnessing the rise of the national tide brand, Tmall always felt that it needed to make use of previous successful experience to help China's freshmen design forces to reach a dialogue and link with the world trend culture and create new industry market opportunities and growth points.

Ning Jing has revealed that this cooperation with the other side is almost hit the nail on the head. "Pitti Uomo's participation in China's new fashion forces is quite looking forward to it, while the relatively new and small men's brand in China also needs a platform to show their creative level. We hope that in addition to those who are concerned about the heads of foreign fashion circles, we can also pay attention to the potential and characteristics of China's tide brand forces.

　　 Taking into account the design and business, the new trend has become a giant.

The latest "Tmall 618" data, the rapid growth of men's brand is quite attractive: on the morning of 16, Mark Ed Faye spent 9 minutes over the whole day of the same day last year. She just went to Pitti Uomo's GXG, 10 minutes sales surpassed the whole day last year; Tommy Hilfiger also 10 minutes over the whole day last year. Seven cards and seven wolves were used in 15 minutes and 18 minutes, respectively, over the whole day last year.

In fact, in addition to the "growth rate" has attracted much attention, in recent two years, the market pattern changes of men's clothing has also become the focus of attention from all walks of life, attracting commercial giants to scrambled for layout.

Take this Tmall menswear as an example, Ning Jing said that instead of choosing the head brand to participate in Pitti Uomo, instead of choosing 8ON8, Beaster and other cutting-edge brands, it was because they observed the performance of these brands on Tmall platform that they believed that the design innovation ability and market potential of the new trend brand were worth further supporting and mining.

"The turnover of these brands has increased rapidly, and the popularity of brands among young consumers is considerable. The design grade to some extent also represents the preferences of Chinese young consumers." Ning Jing said.

Tmall men's clothing based on years of market sales data observed that men's preference for clothing consumption category and brand has changed greatly in recent years. Now more and more men are willing to make a shift from the traditional "safe" brand to the choice of brands that are biased. Therefore, tide cards are becoming more and more popular among young people nowadays.

After understanding the trend and getting data, Tmall, as an industry participant, hopes to further empower the industry, help consumers find brands, help brands find consumers, and create a new consumption solution in the new retail era with product innovation, brand linkage, marketing of grass to precision touch, and so on.

Ning Jing said: "therefore, we need more support to those brands that have not yet done a particularly large scale, including new cutting-edge brands, which can bring the industry's richness together and increase the vitality of the men's clothing industry."