Sports Brands Are Booming And Brands Are Younger.

In recent years, Chinese culture has been widely promoted both at home and abroad, driving the popularity of the "fashion" style in the clothing industry. Several sports brands in Quanzhou have also heard the wind, and have taken the design trend of "national tide" to the T stage of fashion week at home and abroad, showing the Quanzhou fashion on the international fashion stage.

Analysts believe that behind the "tide of state" is actually the brand's adaptation to the new era of consumption concept and the beginning of the design line emphasizing sex appeal. Quanzhou enterprises have quietly changed from the dimensions of design, production, supply and demand to many industrial chains.

Brand younger

The industry believes that it is precisely the fashion week as a breakthrough, let sports brand at home and abroad quickly red. For the traditional sports brand, before the completion of the fashion show, the key is that products and marketing have been put in place.

In a short span of two years, the "national tide" has entered the public view. Understanding the "national tide" can be seen from the two dimensions of "Chinese style + Chinese brand". From a consumer perspective, domestic research institutions found that from 2016 to 2018, consumers' acceptance of domestic brands increased year by year. On the one hand, the penetration of the national tide brand increased rapidly, rising to 38% in 2019, but only 25% in 2017. On the other hand, the positive impression of domestic brands increased. In 2018, 84.4% of respondents had a better impression of domestic brands. On the other hand, it has brought about an increase in consumption.

Behind the improvement of domestic brand acceptance, young people have a deeper understanding and pursuit of brand and products. They are more tolerant of local brands and do not care if they import local brands.

From the perspective of brand dealers, on the one hand, the brand emphasizes the design innovation. On the other hand, sportswear leads the fashion of the country, and also promotes the rise of minority clothing. A large number of well-known domestic brands began to take the design route, emphasizing the sense of design and boosting the "national tide". PEAK, Lining and Bosideng design with Chinese style and landed in Seoul and New York fashion week to attract more young people.

The local sports brand has taken off in the "national tide". Many brands are on the "tidal wave" road, but there is a prevailing time limit for the tidal current. The collective transformation of domestic brands and frequent landing week are undoubtedly aimed at catching the draught, making the brand younger and returning to the Perspective of young consumers.

Strong blow "national tide wind"

During the National Day this year, in the six hundred square of Shanghai, PEAK and many college students sang the motherland in a flash way, and presented a joint shoe and clothing to the participants.

This is not the first time PEAK has staged the national tide. In March this year, we received the invitation of ul:kin, a famous fashion designer in Korea, and PEAK unveiled its new product in Seoul fashion week. "State pole" and ul:kin cross border joint name are stunning this Asian fashion circle event, becoming the "favorite pet" of many Korean stars, and let more and more Koreans follow the fashion trend to feel the unique charm of Chinese national brand.

The success of the fashion week in Seoul prompted PEAK to strike the iron and then bring the trend back to China, and continue to work with the famous fashion designer brand ul:kin of Korea in this year's Beijing international fashion week in China.

In addition to PEAK, sports brands have been landing on T at home and abroad in recent years. Recently, XTEP combined with the British designer brand "Holland house" in London Fashion Week debut. Last year, after the taste of the fashion week in New York, Lining returned to Paris fashion week in June this year. In September, Anta children first boarded the fashion week in New York with the theme of "juvenile home". Its newly acquired FILA also appeared on the fashion week in Milan.

The industry believes that it is precisely by virtue of the overseas fashion week platform, so that the domestic sports brand has won the ultra-high exposure rate and topic. Data show that during the fashion week, the domestic sports brand in Baidu's search index rapidly increased, surpassing Nike and Adidas.

The protagonist of the new trend

Recently, Fujian Cai Chi network Polytron Technologies Inc opened a new curtain on its "national tide" in a new product conference in Jinjiang. In this 2020 spring and summer new product fair with "good" as the theme, the young models have staged a new show of fashion charm and "good" culture.

At the scene, Zhang Yijia, founder of DESIGNER-YIJIA good brand, said that the concept of product technology research and development is perfectly integrated with the essence of the Millennium Chinese "good" culture, enabling Chinese excellent culture to continuously sublimate in the process of inheriting and innovating, so that China's gene and fashion energy will shine brightly.

In his view, goodness is one of the important characteristics and core values of Chinese traditional culture. Tracing the origin of the universe in Lao Tzu's Tao Te Ching: Dao Sheng, one life, two, two life three, three things, representing all things growing and growing. That is, to be good is to create all things, and to create infinite possibilities.

He said that the DESIGNER-YIJIA good brand will always adhere to the brand value proposition of "create unlimited possibilities". With the domestic one or two and three tier cities as the core market, the precise layout of the shopping mall, shopping malls and historical and cultural streets and ancient streets in these cities will be focused on providing the Chinese consumers with the spirit of "good culture".

Long Junyu, chairman of the breadth of investment in the industry and the market, believes that with the steady growth of China's residents' income, the healthy fashion industry has become a new commercial blue ocean. "Foreshadowed the new opportunities have arrived, and fashion and health trends will be the main players of the new trend."