Mall Emerging Trend Brand View "Rookie" Tide Brand Is Attacking Shopping Center.

"Buying is not clothing, but attitude", which can be said to be the consumer beliefs of many young people nowadays. With 90, 95 and 00 becoming the mainstay of fashion consumption, their preferences for attitude and individuality are constantly reshaping business.

Data show that in the past 2015-2018 years, tide brand consumption has been catching up with the non tidal brand. By 2018, the growth rate of tidal brand consumption (84%) has been 4 times that of the non tidal brand (21%). In 2019, the consumption increase in the tide market is not to be underestimated. The cost of Chinese young people on the tide card is expected to reach 350-380 billion US dollars.

In recent years, the tide brand consumption in China has just entered the development boom. The hip-hop and rap programs are constantly conveying the trend culture to the public. The star's upper deck has attracted fans to imitate it. When this kind of external catalysis meets the new generation of consumers who pursue individuality and consumption power, the tide brand happiness is detonated.

It is worth mentioning that although the strength of buying and buying women in the tide card consumption is still the same, the power of the "tide male economy" is gradually emerging. According to the agency report, in 2015-2018 years, men increased from 29% to 41% on tide card consumption. Among them, 23-28 years old 90/95 had the highest fever.

In recent years, "younger" has become the trend of many shopping centers. The introduction of tide cards has become a force for many projects. In order to highlight differentiated brand portfolios, shopping centres are also willing to try to introduce new trend cards.

Then, what are the characteristics of the emerging tide brand expansion layout? Which emerging tide brand occupies the "C position" of investment? What are the innovative characteristics of TA? Win win cloud think tank will continue to launch the "shopping center tide brand development trend" series report, to provide new opportunities for investment promotion and operation.

(data statistics standard): (1) data statistics time: as of June 2019; second, sample size: shopping center of 19 cities with commercial area of 50 thousand and above in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chongqing, Qingdao, Hefei, Nanjing, Suzhou, Suzhou, Suzhou, Fuzhou, Qi, Qi, Qi, Qi, Qi, and C. the scope of this study includes the tide brand and tide brand collection shop. The definition of tidal brand is: the design concept of publicity, the mainstream brand of the post-90s, the unique brand of the fashion brand. 4. The definition of the new brand: the brand that was created and stationed in the mainland shopping center in the past three years.

One

Turn on the trend engine

New tide brand enters mall

Tide brand consumption enthusiasm rising, emerging tide brand accounted for more than 4.

In recent years, the rise of domestic trend culture has led many international brands to focus more on the Chinese market, such as Starter Black Label, HERON PRESTON, SOLESTAGE and so on.

And as young consumers gather in shopping centres, tide brand "rookies" are taking all the projects. According to the big data monitoring of win win business, by the end of June 2019, the new tide brand accounted for 45% of the tide cards that had been stationed in shopping centers. This new force has injected more trend into shopping centers.

　　 New tide brand "get together" in East China

Viewing from the location of the emerging tide brand, the East China region is well-developed and consumptive, and has gathered numerous high quality shopping centers to become a "new place" for the rising tide brand. Among them, Shanghai Xingye Tai Gu Hui, Shanghai Jingan great fusion City, Hangzhou lakeside Yintai in77 introduced more tide card.

North China and southwest China are in the second tier, but there is still a big gap with the first East China region. Beijing Sanlitun Taigu and Chengdu Ocean Pacific Taigi, which are under the Swire property, are the "carrying sons" of North China and southwest China.

　 First tier cities "sounding" the new tide brand assembly

Because it is newly established or newly entered the Chinese mainland market, the emerging tide brand stores are generally less, and the location of stores will naturally be more cautious. First tier cities have a relatively high degree of business maturity, and consumers are very receptive to new brands. The "magnetic field effect" of such big cities is attracting new trend cards.

According to the big data of win win business, the shopping mall of the first tier city has strong attraction for the emerging tide brand, and has more than 4 of the emerging tide brand stores, which is higher than the overall residence rate of the tide brand in the first tier city shopping center 37%.

　　 Beijing Sanlitun business district has become a rising tide brand "harvester".

From the perspective of business circles, Sanlitun business district in Beijing is most popular with the rising tide brands. The first shop harvester Beijing Sanlitun Taigu Li spares no effort in introducing the tide card. It is the place where the international flagship store of Champion flagship store, sacai, N 21 and AMI are located in the first store in the mainland of China.

Shanghai's core CBD area is closely followed by the Lujiazui business circle. The high-end projects in the business circle, Shanghai IFC and Shanghai Lujiazui center L+Mall, are the main force of the emerging tide brand. It can be seen that with the new generation of consumers becoming the mainstream of consumption, high-end projects are constantly emerging to attract fashionable young urban youths.

Two

Hot tide cards

Star / designer tide brand

According to the big data monitoring of win win business, by the end of June 2019, in the total number of new tide shops that had been stationed in shopping centers, the movement tide brand was far ahead of 39%, and promoted to the strongest force of Xinchao brand investment promotion. Street tide brand accounted for 20% of the proportion, followed by designer tide card, star tide brand accounted for more than 10%, the number of shops in the tide shop is less, accounting for 8%.

(special note: the scope of this study covers the tide shop and tide shop in the past three years. According to the originator and style characteristics, the tide brand is further divided into sports tide card, designer tide card, star tide card and street tide card that does not belong to the above three categories. Through the analysis of tidal brand subdivision format, we can see the trend of tide brand development with more detailed granularity and provide reference for shopping center investment.

　 Sports tide card: new wave brand investment "super voice list" first place

With the improvement of people's health awareness and the lifestyle of sports, the development of sports derivatives is booming. The report shows that sportswear increased by 19.5% in 2018 and the highest growth rate in garment sub sectors, showing great potential for development.

This movement has also been swept from the sports ground to the streets. The tide of movement combined with the trend of the streets and sportswear has been developing rapidly. For example, the tide of Champion in the US has been successful in the boom.

Aiming at young people who love individuality and sports fashion, many shopping centers regard sports tide cards as "honored guests". According to the big data of win win business, sports tide brand accounted for nearly 40% of the newly rising brand stores in the shopping center.

Brand case interpretation

A kind of

STONE ISLAND

"Hard core" technology players in tide cards

Italy Chao brand STONE ISLAND is known as the "godfather of functional clothing". Since its establishment in 1982, it has been focusing on clothing materials, creating a number of patented technology of clothing, and becoming a rare tide card driven by "hard core" technology. STONE ISLAND has entered the Chinese market since 2017, and has been stationed in shopping centers such as Hangzhou Tower shopping mall.

A number of "hard core" technology support, innovative interpretation of clothing possibilities: currently has Heat Reactive hot color change, Reflective reflector technology, Nylon Metal metal nylon and other representative fabric technology, add more innovation and interpretation space for clothing. For example, "thermal discoloration" can make the clothing show different colors at different temperatures, and the reflective technology will make the ready-made garments show a sense of 3D.

(2) reaching a long-term cooperation with Supreme and expanding its popularity: STONE ISLAND and Gao Ren Chao Chao brand Supreme have joined hands to create a joint series for a long time to let brands enter more people's horizons. In 2019, the two tide cards jointly built the spring and summer series, which brought rich products such as jackets, overalls, fishermen's caps and sweater.

UPAR

"Running stations" in cities

UPAR focuses on running. It is a sport tide card that combines sports with fashion. The first brand store is located in Shenzhen Vientiane world, the target group is the independent youth in the city, and the people who pursue simple comfort and cool brand.

(1) retail area + coffee area + shower bath to build the city's "sports running station". Besides selling professional sports equipment such as sportswear and sports shoes, the store also set up shower bath and coffee area, providing a running station for athletes to switch state of motion, leisure and social interaction, and have a deeper interaction with runners to enhance brand loyalty.

Second, the changing scene adds entertainment and interaction: the store space design combines LED screen and projection, which can enrich the scene changes through color, image and breath changes, provide fresh sense for the running fans from the visual experience, and add more entertainment interactivity.

Starter Black Label

"With aura", playing with cool technology

STARTER, founded in 1971, is a pioneer brand of integrating popular culture into sports apparel. It is known as "the old American street gun". STARTER launched the high-end Street trend branch line STARTER BLACK LABEL in 2012. The sub brand entered the Chinese market in May of this year, and the first store is located in Xidan, Beijing.

(1) limiting the sale of single products and joint names, stimulating consumption enthusiasm: launching the first batch of "porcelain HOMIE" baseball caps, and integrating the Beijing dialect "porcelain" with the American street culture to make Beijing fans more intimate. In addition, the two joint series with the trend photographer Miwara Yasuzheng and the Korean pop Illustration Studio One Life also appeared at the same time, full of freshness.

2. Integration of Chinese style technology sense experience shop: Beijing Xidan Joy City store design combines 360 degree full mirror + discolourable LED tube, showing a unique visual effect. Multimedia LED culture and art device is also a highlight. The introduction of the classic stone lion elements in Beijing and the words "Beijing" written in writing brush are ingenious.

　　 Designers tide card: Creative leading, personal style first.

If tide brand is created by independent designer or co founder, it is defined as designer tide card. Among the rising tide shops in the shopping center, designers accounted for 18%.

Designer tide card is usually dominated by creativity and can reflect a strong personal style. This personalized aesthetic coincides with the current consumer preferences of young people, and it is easy to harvest a wave of "loyal fans". If sacai was founded by Japanese designer Chitose Abe, designers' love for deconstruction and splicing runs through product design.

If the designer has a right to speak in the tide circle, it is equivalent to laying the "traffic basis" for tide card. Take HERON PRESTON as an example, founder HERON PRESTON is the big coffee in the trend circle. The tide card has attracted a lot of attention since its beginning.

HERON PRESTON

New York's new wave of "over the sky"

Heron Preston is the new tide card from New York, USA. After landing in Tongluowan Fashion Walk in Hongkong in August 2018, it opened its first store in Xi'an in June 2019.

(1) the founder has both strength and flow: the designer Heron Preston has worked as a creative consultant for the famous American rapper Kanye West, and BEENTRILL, co founded with OFF-WHITE principals, has repeatedly triggered panic buying, and has a strong reputation in the trend circle, laying a solid foundation for the development of the brand.

Second, fashion clothes, create a unique flu flu: the work clothes elements into fashion, the work clothes fashion. For example, the spring and summer series in 2019 put the reflective, fresh and camouflage patterns into the design of work clothes, bringing unique street flu.

(3) cross-border cooperation "play the sky": brands often conduct cross-border cooperation, bringing exceptional and unique design, such as 2018 autumn winter and NASA launch joint name, and launch a single product to space shooting, showing a single product's heat and cold tolerance.

Sacai

Japanese designer's wave of "late blooming"

Japanese designer Chitose Abe founded the sacai brand in 1999. It was not known to the public until 2011 after the fashion week in Paris. It was also known as "late blooming". In November 2018, sacai opened the first independent store in mainland China in Sanlitun, Beijing.

First, deconstruction and splicing, create a distinctive style of creative Costumes: Designer Chitose Abe likes to mix the contrasting texture and fabric with new technology to re interpret. For example, the same clothes may be combined with different fabrics, patterns and colors, which are refreshing.

(2) joint brand with different brands to enhance brand awareness: cooperate with Astier de Villatte porcelain, SHISEIDO beauty make-up, and Nike, VANS, The North Face and other sports brands to open brand awareness. The 2019 Nike x sacai joint series, jumping the latest color matching, made it famous before it was sold.

N degrees 21

Different styles of "Minimalism"

N 21 is the Italy women's clothing brand founded in 2010. In May 2018, the first flagship store in mainland China appeared in Taigu, Sanlitun, Beijing. It became another brand in the Asian market after Tokyo, Korea and China Hongkong.

(1) mix the design elements of men's and women's clothing, and try to wear them in a simple way: by combining the shapes and fabrics of men's and women's clothing, the details and elements of men's clothing can be entered into the modern women's wardrobe, colliding with a unique style, while keeping the profile's simplicity, so as to improve the real wear and matching of single products.

(2) develop women's shoe line and create a single product: to develop a product line for women's shoes, beyond the ready-made garments, and increase the profit source of the brand. The design of Muller shoes and daddy shoes is very recognizable and has become the favorite of many "fashionable" minds.

3. Store incarnation has a very modern sense of future space: Sanlitun stores occupy consumers' attention by landing windows and strong brand names, and use black and white steel and steel wall devices to create a futuristic modern space to enhance the consumer experience.

AMI

French style with easy and refined style.

AMI was founded in Paris, France in 2011. Alexandre Mattiussi is the founder and designer of the brand. By the end of 2018, AMI's first boutique in mainland China landed in Taigu, Sanlitun, Beijing.

(1) relaxed and refined fashionable attitude: AMI means "friend" in French, and aims at creating a relaxed state of "casual wear". Brand design also highlights the style of being cool and cool. If we choose natural materials such as linen, wool, cattle and sheep skin, we should incorporate exquisite embroidery, small interesting designs and French style lines in the seemingly lightweight design.

Interesting marketing, raising the heat of topic: when the first store opened in Beijing, AMI's red heart A logo almost occupied Sanlitun's Taigu Li. It was very attractive. In addition, AMI also launched a series of AMI dirty bag series with Bad Farmers&Our Bakery opposite the store, and entered the store to get an opportunity to experience, so that the new shop opened more topic and heat.

Acne Studios

Multiple cross-border Scandinavian brands

Acne Studios was born in Sweden in 1996 and stood out from the trend of "cool sex" in the Nordic countries. At present, brand stores are opened in Taigu, Sanlitun and Chengdu Pacific Ocean in Beijing.

(1) fashion design with product thinking to promote the explosive effect: polishing products carefully, from cashmere scarves, Emoji hoodies to black naked boots, are all popular with practical and interesting designs. It is worth mentioning that since the inception of the brand, no advertising, more explosive products strength "circle powder."

(2) multiple crossover, not just fashion: the brand's original intention is to build a creative laboratory of Andy's Warhol Museum. Based on this, Acne also has bags, leather goods and shoes, furniture, magazines and other products outside the clothing line, and will continue to expand product categories in the future.

3. Turning stores into art galleries: store design pays special attention to the consumer experience. Only one representative product is displayed in a space to convey the aesthetic idea of the brand to consumers in order to match the artistic atmosphere of the whole shop.

　 Star tide card: possession of traffic "congenital advantage"

In this pluralistic era, star sidelines can often be seen as a "sideline". Stars as fans of the trend of weathervane, often used as an imitation of the object, the stars and the same paragraph is often become a phenomenon of explosion, therefore, many stars will tide card as the first choice across the border.

The tide card created by stars is star tide card. Shawn Yue's MADNESS and Kenji Wu's DEBRAND are the rising star trend cards created in the past three years. In the new tide brand that has entered the shopping center, the number of star tide brand stores accounts for 15%.

Although the stars have their own advantages, the momentum is good at the support of the fans economy, but star aura is not enough to support the long-term operation of the brand. The business logic of product strength, marketing, channels and so on is still the key to whether the brand can go far.

Taking DEBRAND as an example, it integrated oriental culture into costume design, which accords with the background of the rise of "national tide", and has also maintained a high degree of popularity with its joint name, flash and fashion show.

DEBRAND

Kenji Wu created his own brand.

In 2013, Kenji Wu, a talented scholar in Taiwan, China, founded the tide brand DEBRAND. "Tear the label, YOU're the one!" is the brand creation idea. It began to enter the mainland market in 2016, and now has stores in Beijing, Shanghai, Shenzhen, Guangzhou and Chengdu.

(1) playing the vanguard of Oriental Culture: DEBRAND is good at deconstructing Eastern culture, integrating it into the current trend, and thus colliding with the new trend. For example, in 2019, the "Six Ingredient Rehmannia Pill" was taken as the creative main body, and a series of "hundred tide program" was launched. The embroidery process and Chinese herbal medicine elements were embedded in clothing, just like the old fashions of the avatar fashion, who used the design to treat "difficulty in wearing".

(2) joint name, flash and appearance at the fashion show, locking the eyes of the Chaozhou people: in 2019, it launched a joint series with the new rap in China, which has been exposed to a lot of exposure in the program. With the 100 wave program, it appeared in the PITTI UOMO menswear Exhibition, and opened the flash shop in Guangzhou's good Plaza, providing free fashion inquiring service; building a bus with FlairMedia, and shuttling in the streets of magic street. Diversified marketing continues to enhance brand voice.

　　 Street tide card: "back to the big tree to enjoy the cool".

Other tide cards that do not belong to sports tide card, designer tide card and star tide brand are collectively referred to as street tide cards. Among them, the tide brand brand of fashion group is the main force.

In recent years, the tide brand market has attracted the fashionable layout of the keen sense of smell, and has made the related layout. For example, the IT clothing group of Hongkong has launched the menswear tide brand UNDER GARDEN, and Italy Gianfranco Ferr E has launched the tide brand sub line GF FERR Ed, and the US Ed Hardy has launched Ed Hardy Hardy. Thanks to its parent's funds, channels, operations and other resources support, tide cards will also have more advantages in shopping mall channels.

In the number of new tide shops that have entered the shopping mall, the street tide brand is second only to the sports tide brand, accounting for 20%.

GF FERR

Tide card of "internal and external repair"

GF FERR is the sub card launched by Italy famous designer Gianfranco Ferr Gianfranco in 2003. Its target audience is young and modern urban men and women.

(1) integrating elements and cultures to enrich the connotation of patterns: using punks, hippies and other elements, combined with anti war slogans such as graffiti, Gothic Culture, racing elements, and so on, to enrich the connotation of clothing patterns. The brand also collaborate with graffiti artists in China, through joint design, joint development, limited hand making, and other forms of Chinese graffiti culture.

2. Clothing follows the outline design of the parent brand to improve its uniqueness. It draws on the unique profile and line design details of Gianfranco Ferr and enhances the plasticity of the matching, which is also a major feature of the brand.

　　 Tide shop: gather up tide cards to create tidal gravitational field.

The tide shop has been gradually rising in recent years, which is equivalent to setting up a trend Center for the trend lovers. Consumers can experience many tide card products, save the shopping path and enhance the consumption experience. At the same time, thanks to the aggregation power of many brands, the tide brand collection store has strong tenant ability, and shopping centers are also more willing to introduce.

According to the big data of win win business, the number of stores in the new tide brand collection shop is 8% in the emerging tide brand.

SOLESTAGE

Create a paradise for fashion lovers by consignment mode

"SOLESTAGE", originally intended for the stage on the sole, was founded in 2012 and is one of the three largest shoe consignments in the United States. In May 2019, SOLESTAGE China's first store appeared in Taigu, Sanlitun, Beijing.

(1) adopt consignment mode: different from general stores, SOLESTAGE adopts consignment mode: shoes fans can sell shoes at stores, or do simple exhibitions, and share their collections with other fashion lovers. This mode has brought SOLESTAGE shops to many sophisticated and ultra limited shoes, attracting many stars and daring people to shop.

Besides private shoes, SOLESTAGE Beijing store also brings together many brands of tidal clothing, fashion toys and fashion luxury goods, bringing rich choices to consumers. In addition, SOLESTAGE has launched its own brand of short sleeves and hoodies, which constitute another source of profit for the brand.

In the case of attracting young people's eyeballs, tide card has its own way. By analyzing the emerging trend cards, it is easy to see these doorways:

The product has distinct style and can tell a story with individuality, so that it can win the recognition of the core circle.

The product limits the line and stimulates the hunger marketing, and because of the big premium in the two class trading market, such as the tide shoes and so on, the enthusiasm for buying up is heating up again.

Chao card is very good at communication. It can take the "omnipotent" crossover, seize the spread of the detonating point, and move towards a wider audience.

However, at the same time, the "harvest" harvest will have higher commercial value, but it will also face the risk of losing the core followers.

But there is no doubt that the current trend is to infuse a fresh breath into the shopping mall and become a "killer" for attracting young people. Comply with the trend of sports fashion, the current project investment can also give priority to sports tide card.

It can be expected that there will be more high-quality international wave cards coming into the Chinese market in the future, and there will be more and more rising rookies. The arrival of TA will make shopping centers more and more fashionable.