Trend Brand Online And Offline "Fancy" Grab Experts Recommend Local Fashion Brands To Enhance Brand Identification.

Official App signs Yaohao, shop queues, overseas purchasing. A "tide Shoe Wind" did not know where to start, and quickly occupied the "heart" of young consumer groups. Some star joint sneakers priced at even ten thousand yuan.

Sports shoes, T-shirts... In the past, only a single consumer function category, now plug in fashion, cultural wings change "tide card", quietly expand the economic map, some single products are sought after by young consumers, online and offline a variety of fancy buying, thus deriving a new industrial chain.

Joint explosions attract

Channel prices are 2 to 3 times higher.

Xiao Wu is a post-90s college student. He will open a App shoe in his cell phone at 9 every day to see if there are any new basketball shoes available for sale.

Internationally renowned companies create, unique style design and joint names with superstars or brands, all kinds of factors attract young consumers to pay for their favorite tide shoes. Some limited edition and joint version products have become explosive funds.

"Online official App registration Yaohao, shop overnight queuing rush to buy, ask friends to buy from overseas......" Xiao Wu told reporters that starting a pair of popular sports shoes is not easy. App has become the main position of most "shoe friends".

It also gave birth to a new business. Some electric providers that provide the identification service of hot sneakers emerge as the times require. Their online prices tend to be 2 to 3 times higher than the selling price, and the scarce joint names can even sell up to 10000 yuan.

Reporters on a third party appraisal platform App saw that a pair of shoes sold jointly by an internationally famous sports brand and sports stars has been fired to ten thousand yuan, and according to the public information, the price of the overseas official website is only about 200 dollars.

It wasn't just sneakers. In the early June, a clothing chain retailer jointly produced a T-shirt with a designer in the United States, which sold for less than a hundred yuan. But because of the popularity and popularity of its design brand, it sold out almost instantly. It is understood that the T-shirt price in some channels up to 200 yuan to 400 yuan.

Overseas brands have methods

Full scene marketing force

In 2018, the top 5 consumers of shoe consumption were overseas brands, according to App. Overseas brands have some experience in creating fashion and fashion brands, including shoes, clothing and so on.

"Hunger marketing" creates a sense of scarcity. Things are scarce. Overseas brands who smell business opportunities create scarcity by controlling the volume of goods sold. According to public information, a joint limited edition sneakers listed overseas this year are sold only tens of thousands of pairs worldwide.

Superstars jointly create idol cultural values. Tide brand products are associated with fashion stars or other fashion brands, and their icons and cultural values are attached to meet the psychological needs of young people.

"Brand manufacturers are transforming from product production to culture cultivation, promoting the formation of an idol culture and consumption concept, and eventually fostering the consumption brand." Brand strategy expert Li Guangdou said.

Offline layout, providing immersive experience. Overseas brands will focus on the following scenes, create a separate consumer store, provide space for display, immersion and play to cater to the lifestyle and emotional appeals of young consumer groups, while new stores will gradually sink into small and medium-sized cities.

In 2018, Nike opened an immersive experience store in Shanghai to provide intelligent interactive services and customized services for consumers. Adidas claims that it opened 1.2 stores in China in 2020, and the service outlets gradually extended to the grass-roots areas.

The release effect of social platform. With sina micro-blog, jitter, beep, and other platforms, some bloggers or big V share their own shoes and other collections and related experience, create traffic topics, form a small fan circle, and some platforms directly connect sales links to the bloggers page to open up social networking and online shopping.

A "shoe friend" told reporters that a pair of sneakers in the current popular show show, or in the social platform star "blueprint", "joint shoes on the same day" take off ", soaring to 10000 yuan.

The trend of fashion is huge.

Local brands need to keep up with the supply side.

According to the insiders, the upgrading of China's consumption is in the ascendant, and the market potential of the fashion industry is huge. There are still many places for local leisure sports brand manufacturers to share in the blue ocean.

"After 90", "00 after" young people are the main force of fashion consumption. A pair of shoes or a T-shirt has long gone beyond the scope of use and function, and is more endowed with psychological content such as personality, culture and social interaction. Local brands should speed up the supply side reform, learn advanced marketing experience and design concepts from European and American counterparts, adjust product marketing mode and supply chain in a timely manner, strengthen the trend of fashion and fashion, enhance consumer stickiness, and create explosive products. AI media consulting CEO Zhang Yi said.

Some local leading companies have already begun to try. For example, the Lining group embarked on the international fashion week, opening its popularity with the help of the international stage. Anta sports and 31st degree signed international famous stars to promote business development and brand value enhancement.

Learning does not mean imitating. Experts believe that we should emphasize the advantages of cultural origin and enhance brand identification. Li Guangdou said that the development of fashion brands should strive to guide, nurture and develop new cultural hotspots, make full use of Chinese elements and culture IP, tell the story of China and raise the added value of brands.

Hong Tao, director of the Institute of Business Economics of Beijing Technology and Business University, suggests that domestic brands should pay attention to the construction of offline business experiential formats, accelerate the landing of stores in key commercial areas, and promote the accumulation of resource elements such as fashion design and fashion activities.