2019 The New Pattern Of Tide Brand In China Apparel Industry

Double 12 has passed, and the end of last year's final business examination is a good time to report cards. In order to provide readers with the elaborate "list of tide brands on the 2019 China apparel line", the Research Institute of the billion power company has been elaborately produced.

　　 1. tide brand rises

In the past three years, the global tide brand market has maintained a two digit growth rate, reaching about 200000000000 US dollars in 2017. The Chinese market is playing an important role in the stage of large-scale consumption upgrading. According to Nelson data, the growth rate of the tide brand market in 2017 reached 62%, which is 3.7 times that of the non tidal brand. Data from Ali also showed that during the past 2015-2018 years, the tide of search, the number of users and the scale of transactions have maintained a high growth.

Behind the rising tide market, we can see that many factors are driving together.

Under the background of consumption upgrading, consumers' self-awareness and personal needs are released. The new consumer group represented by 95 and 00 is undoubtedly the pioneer force in advocating self expression and pursuing the trend of fashion. The young and middle-aged consumer groups, which have grown into the mainstay of the society, have begun to upgrade from material consumption to spiritual consumption in the process of wealth accumulation and identity establishment. At this juncture, the tide cards of their own attitudes naturally become the faces of the consumers' inner selves.

International tide card into China + stars carry goods to complete consumer mental education. The Chinese market has become a huge cake of global consumption, attracting many international wave brands into China. The goods that can only be seen in movies and magazines become accessible and accessible. As a fashion vane, the flow star has also endorsed the aura of his ambition, and many stars have created their own brand, which has stimulated fans' positive dissemination of tide brand culture. Chinese consumers are beginning to get familiar with all kinds of tide cards.

The rising tide of state speeds up the commercialization of Chao brand. There is a natural gap between the tide cards of the avant-garde, the minority, the limited label and the industrious and simple broad masses of working people, but this seemingly insurmountable gap is filled by the rising tide forces.

In order to cater for the change of consumer demand, the traditional brand has come directly from the new generation of consumers. The popular brand with strong mass and self-reliance is in line with the expectation of fashion upgrading of most users. It provides a good model for entering the mass market.

No one can accurately define "tide card", but the trend culture is changing rapidly. But these are not important. When we discuss a tide card, we should pay more attention to the value proposition behind the symbol.

Therefore, all the values advocated by personality, original design, avant-garde aesthetics, cultural and artistic integration, attitude and spiritual expression are the source of vitality. Brand names which are distinctions different from popular brands can be called "tide cards", including but not limited to street brands, fashion brands, designer brands, traditional brand transformation / sub brands, start-ups and so on.

　　 2. tide brand new pattern

Based on the double 11, double 12 Tmall + Taobao transaction data, the top 150 brands of all brands (including men's wear, women's wear and sportswear three major categories) are based on the sample library, and the independent modeling and comprehensive evaluation is conducted in terms of market performance, brand influence, brand building power, core product strength and retail construction force. Finally, 2019 top 10 list of 2019 Chinese costumes is finally obtained.

In terms of category, men's wear brands were listed on 7 seats, sports brands ranked 3, and women's wear brands ranked 0. From the point of view of the type, the international tide card takes 8 place, and the local brand takes the 2 place. Mark Ed Faye, an old chauffeur of the national tide, developed the balance and ranked the first place in the comprehensive strength ranking. The new wave of Beaster broke through and became a dark horse on the list.

First look at the local team. Mark Ed Faye can climb to the top of the strong enemy, thanks to his years of accumulation in the local market. Since its establishment in 2001, Mark Ed Faye has clearly positioned the trend of art. Since 2004, it has created a cross border market for local brands. It has worked with Starbucks, Coca-Cola, World of Warcraft and other excellent IP. For the Chinese market, which was fashionable and obscurant, Mark Ed Faye could wait for the trend textbook of the 1980s.

In 2019, after the upgrading of multi-element art tide brand, it put forward the idea of "no sex change, no age", breaking the general trend of small crowd thinking, guided by the diversified demand of the mass market, and thus accumulated a lot of money, and won the double track sales of double 11, double 12 Tmall online sales this year.

In addition to its outstanding market performance, Mark Ed Faye has a long symbiosis with China's retail market. Electronic commerce, O2O, new retail outlets and so on do not fall. In the big data marketing, full channel digitalization and intelligent stores, the retail service capability is continuously upgraded. In terms of brand building, Mark Ed Faye's brand concept has been shaped, and the use of tide brand marketing methodology, such as cross-border joint name, star shopping, event sponsorship, is very proficient. But in the face of the changeable market, Mark Ed Faye is still groping for the adaptation rules on the road of brand upgrading. Brand recognition and story character still need to be patiently polished. In terms of core product strength, Mark Ed Faye emphasizes the whole category and enriches SKU, and integrates the culture of ancient, modern, Chinese and foreign cultures to enhance the artistic core of the product. However, there is still a certain gap in the gold content of the product, such as patents, compared with the international tide brand.

On the whole, Mark Ed Faye's branches are developing in an all-round way, and there is no obvious bias. It is expected that the ranking of the current online top brands will remain stable for a long time.

Beaster, founded in 2014, ascended the tide stage with a personality, weird and highly recognizable face LOGO. The brand leader is committed to advocating young people's pursuit of freedom, self exploration and intense expression, and the brand concept and style are more inclined to the trend of Japan and Korea. For the new generation of consumers whose brand awareness and loyalty are relatively low, the design of Beaster is deeply rooted in the essence of Japanese street culture, but the price is more popular than that of Japan and Korea.

Beaster provides a methodology for brands that aspire to the young market: the trend line may be the way to quickly win the new generation of consumers. But the new trend card can only be cut from the very small niche market, destined to the fate of its minority. Under the condition of insufficient accumulation and limited resources, it focuses on brand building and product creation, perhaps the shortest path to success.

Look at the international team again. The international tide card on the list can also be divided into the US team and the Asian team. The US tide cards represented by Levi's, Dickies, VANS, CHAMPION and Converse have the following commonalities:

(1) the brand has a long history, and it is not a tide card at the beginning of its creation, but after decades of cultivation, it has become a clear positioning.

(2) the story of a brand is very strong, or linked to the lifeblood of the great era, represents a certain social class, or closely combined with professional competitive sports, and develops into a symbol of sports spirit. This story is touching and charming, and it is the charm of the tide card.

(3) they all play a pioneering role in their respective fields and promote the progress of the industry. For example, Levi's is the originator of jeans; Dickies is the benchmark for jeans, the backward side seam technology developed has become the standard of cowboy industry; CHAMPION has pioneered Reverse Weave (weaving technology) and weave technology, and has developed the first Hoodie, the first one wearing a reverse T-shirt and the first nylon mesh Sports shorts in the world.

The contributions of these international brands to the global garment industry and their unique value culture are interwoven into a huge brand influence, enabling them to quickly capture large numbers of fans after entering China. The international tide brand usually cuts into the Chinese market under the offline store mode. After the rise of the electricity supplier, it takes the official website and the flagship store of the mainstream electronic business platform as the standard. The focus is mainly on brand marketing and product creation, and the retail operation is relatively conservative.

Tide brand originated from the United States, then went to Harajuku, Japan, and then spread to mainland China through Hongkong and Taiwan. The Asian tide cards represented by Evisu, Aape and MLB belong to the "two generation of tides". They founded the early climate of chaomai culture, and began to impact on global value output, the collision between American spirit and Asian culture, and gave birth to many Godfather tide leaders. They incorporated the extremely bright personality and ideas into self created brand, which greatly enriched the connotation and image of tide brand.

Asian tide cards tend to be more niche, more aggressive, more avant-garde design, more innovative elements matching, opening up the LOGO, limited, joint name and high price wind, gradually forming the intuitive impression of today's ordinary consumers. The Asian wave audience is younger and more concentrated in the sub culture circle of the second tier cities. The distribution of brands in the Chinese market is not very deep. The main line is to reach consumers through Tmall flagship stores, with limited coverage and service capabilities, and the overall performance is not as good as the US trend.

Overall, the international tide brand is better than the national tide brand in terms of brand influence, brand building power and core product strength, and its insight and service ability to the Chinese market is inferior to that of the old brand.

　　 3. tide cards have a choice.

Readers may have doubts about the list. Why are the famous Supreme, Stussy, PALACE, Off-White, Undefeated and other head brand cards missing? This is because the brands have not yet really taken the lead in China's offline and online markets, but in the final analysis, they are determined by the natural gene and Path Choice of tide brands.

Tide card is a super contradiction complex composed of ideology and commercial behavior, such as two sides of coins, indispensable and must be inclined, head tide card to the left, choose to stand at the top of Pyramid, look down at all sentient beings, and tide over the masses to the right, choose to enjoy the same fame and gain with the people. So some people win admiration and others win the market.

Today's list of brands has been on the road of commercialization. They are learning to accept and respond to the demands of self expression and publicity in every ordinary person with a more tolerant and open attitude. Consumers will repay them for a broader future. In fact, as the degree of social development is higher, people's personality will be more free. Every consumer can re-examine the relationship between tide and their own, which are unreachable: tide card or boundary, price or level, but tide card spirit should have no threshold. Perhaps this is the key to the trend culture becoming mainstream.