Local Tide Card R39 Revelation From Competition To Fashion

When the pop star Liu Mou, who is known as PDD, appeared in the front row of the R39 fashion show, the wall of competition and fashion began to loose inside and outside. The clothing brand, which was formally established in September 28th, directly positioned itself as "the first Chinese competition competition card" with the attitude of the newborn calf not afraid of the tiger.
The former "hero League" competition professional athlete Yan Junze (Letme) changed his mind for the first time, and appeared in front of the public for the first time as a fashion designer. Xi ran, Luo Xin, and the eleven electric game anchor became models and walked freely on the T platform. These unprecedented cross-border cooperation have attracted a lot of attention for R39, and 100 thousand fans have been rapidly accumulating on micro-blog.
How far can this new brand go ahead?
Competition in China's market environment is still a developing new industry. Including Shanghai, which tries to become the "city of competitive power", many cities continue to increase their policy guidance and support to the competition industry. Together with the past two years, the Chinese team has achieved remarkable success in international competitions. The two gold, one silver, 2018 and 2019 heroes League finals of the Asian Games in Jakarta have won the championship for two consecutive years.
With strong plasticity and potential of commercial development, as well as a large number of young audiences, China's electric industry has no doubt about other brands and industries.
Of course, the fashion industry has also smelt business opportunities. The sports brands represented by Nike and Adidas have already appeared in the electric competition market in the form of sponsoring players or teams. Recently, Louis Vuitton, which is working with the "heroic alliance", further confirms the cross-border potential of the competition industry and fashion.
Only R39 is different from it. It is a local fashion brand that is generated from the competition culture soil and burst from within.
"We are trying a completely new road," Hu Zhengyuan, R39's brand director, told BoF. "The competition and the tide card are very similar. They are never recognized to be recognized, from the mainstream to the mainstream, and the audience is also a group of young people who love new culture. This is probably the opportunity."
With the popularity of major competitive events in China, professional teams and players have sprung up, and many famous clubs like IG and RNG have been born under the intervention of capital, thus promoting the rise of the popularity of competitive players. By participating in the big games such as "hero League" and "King glory", plus the high exposure rate of live broadcast, these players constantly suck powder and form a huge and solid fan base. Yan Junze himself has more than 1 million 520 thousand supporters in micro-blog, with more than 1 million 860 thousand subscribers in his live room.
Fans are not just simple fans. Many of them will get to know new friends in the game, or get together with the same teams, enhance their mutual experience and emotional connections, and even establish a strong sense of community belonging, and develop their own discourse and interaction system. "Competition is a competitive game based on online games. For audiences, it is not only the hot blood of youth, but also the most exciting moment to win the championship," said Carhol Peng, who is engaged in the game planning of "King glory" and "peace elite" and so on. BoF said.
In order to get closer to the audience and get their affection, R39 invited a large number of "KOL" in the early stage of the competition to promote and publicize the brand. At the same time, Yan Junze launched the "riches and honour" joint series with the former player RNG on the former RNG who retired from the end of this year. During the from December 6th to 8th Innersect international cultural exhibition in Shanghai, R39 will also host the "King glory" and "hero League" competition to compete with many popular TV stars to enhance the popularity of the brand in electric fans.
At the same time, the number of female competition audience is also showing an increasing trend. The 2019 global competition industry and user development report released by Tencent Penguin think tank shows that female users have higher willingness to buy live on live and live goods than men. R39 also noticed this point. They will not only seek out cooperation among female fans with more competitive players, but also be neutral in fashion design.
However, it is only the first step to seize the opportunity. Facing the emerging markets that are yet to be excavated, R39 has to face the challenge.
The high traffic volume has been obvious to all, and there may be more competitors in the foreseeable future. Although R39 has the investment and resources assistance from RNG parent company, and has accumulated popularity through the popularity of game and competition stars, if we really want to start the title of "fashion tide brand", we have to make more efforts in product design and quality. This is also preparing for the future "brand circle" of the brand. Hu Zhengyuan said that the audience of R39 will expand to a wider range of people who love Chinese street culture.
At this stage, R39 has been questioned in terms of pricing. The price of its coat is around 700 yuan, and many of the sweaters and trousers are between 500 and 600 yuan. "A lot of people say that the price of R39 is not suitable for the consumption of electric fans, but I think this is wrong," said Hu Zhengyuan. "In fact, they are willing to recharge hundreds of thousands or millions of games for the game, and the product positioning of R39 may also represent the consumption level of the future electric circle."
But the penguin think tank report shows that the monthly income from 3 thousand to 8 thousand yuan accounts for half of the total number of competition users, and 60% of the users are below the age of 30. For such a group of young and slightly restricted purchasing consumers, R39's advantage in clothing prices does not seem obvious.
It is precisely the "young", the core word of the user profile of China's electronic competition, which is the potential of the development of the whole electric industry, and it also causes many thorny problems in the development process. "The main problem is actually talent training and management. Many competitive players are very young, and their career cycle is not long, short for 3 years, and long for 6 years. This is not a good mechanism. And most of the players went to the anchor after retirement, feeling that they had no other choice, "Hu Zhengyuan said.
Take Yan Junze who works with R39 as an example. He was born in 1996 and joined the GT team at the age of 18. He helped the Chinese team win the first Jakarta Asian Games competition champion in 2018 and officially retired at the end of May this year. Early age and early retirement are the common characteristics of Chinese professional competitive athletes.
Grace Liu, who is responsible for marketing planning for Tencent games and League of heroes, said that electric competition is very particular about hand speed and micro operation. It requires high status and reaction for athletes. Coupled with training, it is time-consuming and energy consuming. Many young people who aspire to become professional competitive players can not well take their studies into account in universities and even high schools because of the golden age of good matches.
Although the Ministry of education has officially introduced E-sports as one of the University's majors, the number of colleges that can declare this profession has increased considerably, but it is still difficult to meet the thirst for talented people in the booming electric industry. Many people in the industry are calling for the establishment of a more perfect system of competitive management and support.
After paying a lot of energy and time, many professional competitors still face another severe test, that is, how to reemployment after retirement. Most of them retired when they were only 24 or 25 years old, and less knowledge of other professional knowledge restricted their transformation possibility. And R39 began to break through from the inside of the competition industry. The exploration to the fashion industry may, to a certain extent, give these competitors more choices of development, and let their fans' emotions have the space to be placed through fashion.
In this sense, R39 has set up a bridge for the two major industries, namely, competition and fashion, so that both sides can see more cooperation and "go out" in each other. But to return to the most fundamental level of self development, how to compete on TV and do a good job in fashion tide brand is the fundamental need to consider the brand at the moment.