The New Trend Of Domestic Brands Is Seen From The Brand Case.

Domestic products are "tide"! For today's Chinese fashion consumers, the "light of domestic goods" and "local manufacturing" have long gone beyond the slogan of empty, but one of the first choice of daily shopping.

The 2019 "new domestic product" consumption trend report jointly released by China Economic and social intelligence think tank and China legend Jingdong joint data labs showed that in 2018, 90% of new users were domestic products.

While a number of old Chinese brands have been reshaping their image to achieve "new shoots of old trees", a group of "spirited" cutting-edge brands are emerging. They are born along with the Internet, and grow synchronously with the new generation of consumers in China after 90 and 00.

"Gorgeous ambition" will take LIGHTNING BEAR Xiong Dian, HIPANDA and INXX as an example to explain the past, present and future of the brand of new national products.

Growth of new generation consumption power: opportunities and challenges

According to the National Bureau of statistics, the total retail sales of consumer goods in China reached 38 trillion and 100 billion yuan in 2018, an increase of 4.02% over the same period last year. In the first quarter of 2019, the total retail sales of consumer goods in China reached 978 million yuan, an increase of 8.9% over the same period last year.

Behind the data is the obvious huge market opportunity. Regardless of LIGHTNING BEAR Xiong Dian, HIPANDA or INXX, the oldest creation has only been 11 years ago, but it has become one of the leading brands of domestic products in China. Looking back on their growth process is just in line with the growth curve of the new generation of consumer groups after 90 and 00.

Like the old brands that revive the spring, the brand of new national products is deeply ploughed into the Chinese market. The products conform to the aesthetic standards of the younger generation and have their own attitude. But different growth environment and background make the brand of new national products showing different dimensions of beauty: they are influenced by American street culture and Japanese Harajuku, and are deeply rooted in traditional culture, so they do better in digging up consumer demand and subdividing the market.

HIPANDA pointed out: "in 2008, it was time for a new generation to enter the social arena. After 90, the preferences, habits and spending habits of the representatives are quite different from before. Against this background, HIPANDA should be the most pioneering and most responsive brand, so that all young people with independent styles can find resonance through HIPANDA.

HIPANDA was founded in 2008 and opened the first offline store in the same year. It is a national product brand that focuses on international trends and combines street culture, hip-pop music and local fashion elements. In 2018, the "flash shop" mode was stunning Tokyo.

LIGHTNING BEAR Xiong Dian Wayne (Zhang Xuewei) said: "at that time, I made a T-shirt for a larger friend beside me, and felt that the man had a market and felt the bear would be popular. Probably because I used to study art, worked as a commercial photographer, and opened an advertising agency, so I was more sensitive to this piece.

LIGHTNING BEAR was founded in 2010. From the online fortune, it began to focus on the fashion trend of the men's wear market. In recent years, it has gradually turned into a loose style neutral wind, and has also launched a series of children's wear. In addition to online channels, the brand's offline agency now covers several provinces including Liaoning, Hebei, Heilongjiang, Henan and so on, and has also entered multiple offline stores.

INXX co founder Liu Kunneng (iron hand) had accepted the interview with "gorgeous ambition". He said: "INXX was the first buyer's shop and began to introduce international brands. Later, we combined our own brands with international brands. How did they get up for so many years? Part of the reason is that young people (after 90, especially after 00) pursue their self character and clothing taste.

Founded in 2014, INXX is currently a fashion company specializing in research and design, retail channel, brand promotion, brand incubation at home and abroad, and dissemination of fashion culture.

In the era of information explosion, consumers have massive brand choices before they can start. Brands are also facing more competition pressure. McKinsey's research shows that the growth driven by demographic dividend in China's market is coming to an end. Consumers are becoming more picky, and the trend of "product to service" and "mass to high-end" is obvious. In short, Chinese consumers are more cautious in buying and buying, and the characteristics of "low brand loyalty" are more and more prominent.

LIGHTNING BEAR Xiong Dian disclosed that the current consumer market is more competitive than it was ten years ago. "The millennial generation has become a mainstream consumer group. They can get all kinds of messages in the era of information explosion, so they like to have a very diverse style."

Wayne has expressed a similar view: "every day people are making new brands, and the competition is fierce. Many of our customers have changed a group of people, but there are still some core customers. "

As Wayne describes, today's brands are also facing the intergenerational replacement of the main consumers. After 00 and even 05, they are becoming the target customers of these brands. Consumers of LIGHTNING BEAR bear electric are mainly concentrated in the 15~30 year old crowd, and HIPANDA consumers have switched from 90 to 00. The brand pointed out: "as a truly millennial generation, 00 is more independent. They are very clear about what they need and what style they need.

　　 Electricity providers paving the way, the main line

This year, during the 11.11 Jingdong global good things Festival, the "national goods tide" plan was officially launched. Among them, we saw HIPANDA, LIGHTNING BEAR Xiong Dian, and INXX's INXXSTREETLab. The plan of "domestic products tide" is guided by people's daily, people's daily cultural media, Jingdong group, Jingdong fashion. Combined with the resources of Jingdong, the new upgrade of domestic products and a series of precise promotion activities for the tide youth have marked the opening of a new home in the annual 11.11 Jingdong global good thing Festival.

The three founders said that the Jingdong has allowed brands to acquire more customer groups and promote brand awareness and sales.

LIGHTNING BEAR bear electric started selling from the Internet, selling large design men's clothing. "(creating brand) at that time, the electricity supplier began to germinate, and there were very few brands of men's clothing with large sense of design on the market. Consumers could find us by searching the" big code "keywords on the Internet, and then we could find our differences by comparison. The entry into Jingdong made us have more male customers," Wayne said. Although no relevant performance data were released, Wayne said: "the overall growth in brand sales has been promoted, and now it is doing well."

Wayne points out that entering YOHO in 2014 has a great boost to brand development. "Because they are a tide brand platform, we are beginning to be defined as tide cards, and of course they are exposed to more customer groups."

HIPANDA entered Jingdong in 2014, and sales in 2017 exceeded 10 million. The sales volume of the brand is currently 1:3, but the future plan will gradually become 1:2 or even 1:1. The main reason is that online sales will become the mainstream consumption channel.

INXX set up its flagship store in the same year, but the real cooperation between the two sides was launched at the end of 2018 - INXXSTREETLab. Committed to bringing fresh and new interest trends to the street loving group, the INXXSTREETLab brand Jingdong flagship store developed rapidly in 2019. By the end of September this year, the total transaction volume of INXXSTREETLab Jingdong has exceeded 2018, and by the end of October, it has increased by over 100% over the same period. "We hope to be able to double the total transaction volume as the most important 11.11 Jingdong global good thing Festival and the next year's big promotion," INXX official said.

　 Offline layout: experience space

Nowadays, Chinese consumers are increasingly seeking a richer experience and higher quality of life. They have more intention to understand the story behind the brand, have higher requirements for the experience provided by the brand, and are willing to pay for such services.

"China's new generation of fashion consumption white paper 2018" released by "gorgeous ambition" points out that offline experience is crucial to cultivating brand awareness after 95. The survey results show that "store display / atmosphere" has become the first choice for the brand after 95. As a new generation of consumers of Internet aborigines, it will not be infatuated with online.

The three founders endorsed online channels, and the location of offline stores was quite consistent: experience space.

For HIPANDA, stores in the future planning will gradually focus on the transmission of brand image. That is to say, sales are no longer the main purpose of offline stores. Consumers' sense of experience in entering stores and the "communication and sensory stimulation" produced by brands in that space are the most important. The consumption habit after 00 is also a real combination of online and offline - online search and offline experience.

In April 2019, HIPANDA's first flagship store in Japan was settled in Harajuku, Tokyo. The brand pointed out that the design and concept of Tokyo flagship store merged the future technology, and received many affirmation and high praise in the field of construction. The combination of technology and clothing retailing has also attracted the attention of many luxury and high-end fashions.

Wayne disclosed that LIGHTNING BEAR Xiong Dian had opened a store in Shanghai in the second year of its establishment, and there are plans to set up a direct store in the future. "In those days, the rent in Shanghai was not so expensive, and the location was suitable. We opened a shop. As a matter of fact, a lot of businesses in the big market have already been developing online. The offline shop is just a way to experience, so that customers can feel it and feel it. I think the offline stores will always exist, maybe sales will go down, but more is to provide an experience, but also a way to promote brand image.

"But because we need a lot of energy and financial resources to set up offline stores, we later chose the mode of offline agents to find a mutually winning partner," Wayne continued. "We do not rule out the possibility of setting up a direct store in the future, but such opportunities are not available."

INXX has made many visual impact highlights in space design. The brand pointed out: "what we pursue is the creation of the trend culture and the value of art. We do a lot of activities for such a goal, for example, our skateboard events are purely cultural, and never emphasize commodities.

INXX more offline initiatives also focus on cultural output and the dissemination of art. "We are a trend company. We have been insisting on such cultural exports from the beginning, including our overseas fashion week, not for business, but also for the trend of Chinese traditional culture. We believe that in the long run, this must be the inner part of this culture and art.

　　 Brand development trend of new national products: globalization, platform and IP

When we talk about the future planning of the brand, we find some small trends in the evolution of the brand.

Globalization

HIPANDA has developed the global branding strategy, and will continue to concern the world's young people with brand names in the future. "We think there is no difference in culture, only tolerance. Next, HIPANDA will take part in the art project, return to the original, and convey the brand idea with art as the carrier. Entering the Japanese market is the first step in the global brand strategy of HIPANDA, which means that from April this year, we officially entered the international arena.

INXX is also in the layout of foreign markets, hoping to help brands spread overseas through cross-border cooperation with foreign tide leaders. The iron hand has also revealed to the "gorgeous ambition" that the future INXX will join hands with more excellent Chinese brands to move towards the international market.

Platform based

Iron hand pointed out that INXX is essentially a channel brand, but put its own brand in it. Such a mode can speed up the speed of consumers' recognition of their own brands, and benefit from the international famous brand of their cooperation. The independent brand will naturally enter the consumer's perspective in the early stage.

After international brands and independent brands, INXX has added brand incubation business to help local designers establish business logic. "In the future, INXX hopes to become a trend incubator for designers of the global trend. It will open up cooperation with designers and take the form of hatching. It will not imprison their designs".

　 IP

Wayne said: "our little bear is a IP, probably in 2014 YOHO, let us be defined as a tide card, but I think LIGHTNING BEAR is LIGHTNING BEAR."

At present, LIGHTNING BEAR has launched a series of clothing around its iconic bear image, and has also introduced stationery, dolls, plush dolls and other surrounding areas. "The future may extend to restaurants, cafes and other fields," Wayne said.