In 2020, The "National Tide" Brand Coming Out Of Taobao Finally Changed.

At the end of 2019, the Chinese street clothing brand Radomevent opened the first flagship store under the foot of the Shanghai Yuyuan Road, which is next to the famous international business circle Jingan Temple and Zhongshan Park. It is the cultural creation base and the red net punching holy land. Many people are also curious about this brand store coming out of Taobao.
Colorful decoration, store in the shop type product partition, convenient for future activities of the bar and open space, coupled with the new media art forms roll the name of the brand, and the artist Zhang Quan created rabbit sculpture Karooro...... Radomevent, director of Shanghai Hongyang, also told BoF that the sales situation of Yuyuan Road store in Shanghai has also been expected, and that every month it keeps growing. The online and offline sales channels account for 7:3. All these can not help feeling that today's "national tide" brand is quite different.
Not only is Radomevent, offline shop, flash activities, cooperative planning, fashion week show, "landing" has become another key strategy for China's tide brand development. Like Radomevent's coming to the line of Yu Yuan old street and Fu Lei's former residence, it not only reflects the rapid development of the "national tide" after the 2019 outbreak, but also shows that the trend of development of the "national tide" is changing in 2020 -- exporting things outside the product, from the state of gathering Taobao to the multiple development.
At the beginning of the year, one of the focuses of the "national tide" was Iqiyi's reality show "trend partner". Did BoF ever save Wu Yifan's ugly Chinese fashion show? It is mentioned in this article that in this program, several partners of Wu Yifan, Angela Baby (Angelababy) and Willber Pan brought Chinese fashion to Tokyo, Japan, and opened a collection store. The purpose is to export the culture and commodities of C-Pop.
Che Che, vice president of Iqiyi and chief producer of trend partner, said: "youth culture" is a way to express your attitude, not only what to sing, what to dance, but also what to wear. Now young people wear clothes, will pay attention to why choose this brand, this brand can convey their attitude. China's tide card is an example of living voice and the first definition of "national tide". Today, the tide of the country has become the overall format of mass consumption of domestic goods, but it is undeniable that China's tide brand is the leader, and Taobao is their greenhouse.
In 2012, Randomevent's chief executive, Hongyang, patted his head and decided to build his brand on Taobao, run factories, choose cloth and make a brand. He worked hard but enjoyed it. He said that all of this happened naturally, just like brand name. It is natural to happen, but Taobao's free and good living environment has helped the "chao chao" brand to gain a firm foothold. Hongyang thinks that the opening of offline stores is an important step for Randomevent to really face the development of brand business: "the starting point of my consideration is to let the team meet the changes, then expose problems, and then solve the problem optimization plan."
Indeed, nowadays, like the Randomevent, China's tide brand mainstays opened the Taobao shop mode almost in the early 2010s. In 2013, Wu Wei, a third year student of Hubei Academy of fine arts, came to Hangzhou because of a design competition. After that, he founded the street trend brand FMACM on Taobao, like Taobao. Before that, there were many brands such as Roaringwild, Supertofu and so on, which were well-known by Taobao.
In 2018, the first year of the so-called "national tide", the development of these brands on Taobao has taken shape, forming a self circle of Chinese culture and making a circle in a noisy drum. Taobao official data show that in the first half of 2018, Taobao added more than 100 "chao chao" shops, and the "chao chao" original store has reached 300 in Taobao. In the past three years, the popularity and volume of Taobao's online "Chao brand" products increased rapidly. In 2017, the turnover of Taobao chao chao market was over ten billion. In the past ten years, the proportion of Chinese consumers' attention to Chinese brands has increased from 38% to 70%, according to Baidu's pride and big data. National tide has also become a topic from a single circle to the phenomenon of universal consumption.
But Taobao is doing well. Why do we need to lay down the line?
With the heat of the "national tide", China's trend brand has made a lot of money on the electricity providers such as Taobao. But by 2020, the influence of the "national tide" has begun to decline. The bonus era will be over. The Taobao mobile page of palm sized mobile phones can not let consumers know the brand story well, and the online marketing costs are not lower than those of the offline ones. The brand can not rely on single channel for sustainable development.
Peter Zhong, co-founder of China's trend media Nowre, believes that no matter online or offline, the channel should serve the brand: "Taobao's slogan is" no business is difficult for people. "Designers or brand directors choose Taobao to start business is the easiest to start. With the development of brand, consumers always want to have a more comprehensive experience. Apart from online, for many brands, offline can also better communicate with consumers and convey lifestyle.
But the big platform is not a solution to the problem. Zhong said: "in the big environment, Taobao still belongs to the big platform, which can solve big problems, but it does not necessarily help brand personalized service. In addition, the overall electricity supplier's traffic cost is higher and higher, so the offline opportunity becomes more prominent. In addition, the retail side is now focusing on community-based and integrated retail formats, and everyone has the opportunity to create more innovative and interesting retail outlets. The new retail business he mentioned is exactly the brand new retail that brands are pursuing. The opening of Randomevent also indicates that the development of the national tide brand has already reached the stage of developing the new retailing of "chao chao".
So in addition to the opening of the Randomevent flagship store, Roaringwild, which opened two stores earlier in Shenzhen, has also ushered in the first retail outlet under the Shanghai line. The new store is located at ITC One China World Trade Center Hui square in Shanghai, where the brand and many cooperative Dong Cang battalion design shops. The walls of the shop are made of glass bricks and metal. The walls of the mirror, the columns surrounded by the glass tiles and the LED screens embedded in the mirror are all bright spots, providing a good environment for consumers to develop in the circle of friends.
However, if China's fashion brands only understand "new retail" as online and offline, they will probably fall into the pit if they want to expand their channels to open stores. The so-called "new retail" is precisely the data, goods, prices and services across the line, how to do like Zhong said, "interesting retail" is not only the establishment of offline stores, but also multi directional "human" centric contacts. The goal of chao chao brand is not only to sell products, but to create the experience center of youth culture and life. Taobao fans also want to contact the brand with temperature stories, emotional connections and youth cultural experience when they walk down the line.
Jilemi, a new media artist who once participated in the Radomevent shop space setting, said: "Radomevent dare to start with the new media art to make space setup and activity planning. The biggest reason is that young people love it and young people dare." And the new media art from the sound and photoelectric multi-dimensional experience to consumers, is no less than Taobao store full of activities brought surprises and interaction.
Zhang Yong, chief executive of Alibaba group, has pointed out that the new retail can not be narrowly defined as the interaction and integration of online and offline businesses. The whole channel is only an integral part of the new retail industry. The user interaction behavior on the net red economy, personalized recommendation, and the change of users' buying lines are all about the lifeblood of the brand.
Many national brands are starting to try interesting retail and other storytelling. No one will think that the national tide brand that once joined Taobao is also on the runway. Brands such as Roaringwild, Unawares, Umamiism, FMACM, Attempt, MYGE and so on have managed to fashion their own fashion shows, providing opportunities for fans to provide benefits and providing "face base" opportunities. They have also entered the vision of professional buyers and media. "In fact, the connotation and threshold of brand is still very important, but we don't care much about this thing on Taobao platform. Nowadays, many domestic brand owners are sitting together, most of whom are talking about sales volume, which is actually boring. " "I don't think it's necessary to resist Taobao too much, because Roaringwild is just a marketing channel," said CY, a joint director of Nowre. There are many ways to tell stories. "
Online sales volume and offline storytelling are what many national brands are doing. But Zhong believes that channels still have the function of mutual substitution and synergy: "consumers should know what brand you are before entering the offline shop, and even what style you are, so a certain brand culture construction before opening a shop needs to spread and pave the way in social media."
For example, Radomevent launched a joint series with Puma in January 3rd. The brand has already established a basic brand awareness for its audience in social media and Taobao shops. Preselling of social media before sale is also an indispensable link and means. He told BoF: "Taobao as the main entrance of the current electricity supplier channel, on the one hand, it means traffic and liquidity. On the other hand, it is related to the integration of online e-commerce and offline retail data, which can better optimize the product structure. If we leave Taobao, we still have to embrace the development and change of the Internet.
In addition, the brand new "chao chao" brand does not have huge strength to open stores online, and the flash shop form has become their first choice. The Shenzhen men's clothing brand Opicloth, also born on the electricity supplier platform, held a quarterly flash shop named "Shan Lou island" in a courtyard in Shenzhen country park late last year. The shops are surrounded by tall buildings. They are noisy and quiet. They are praised by many consumers and professional media. Opicloth principal Wang Haoming told BoF: "at present, the capital structure of the brand is temporarily unable to support its own entity in Shenzhen. The brand concept display of flash shop plays a very important role in our future development. It can be understood as a stepping stone to brand's future development.
In 2020, the "chao chao" brand will not only start laying the line, but also lay a good line, and spread its own circle culture further. Recently, Labelhood and the international brand consultancy V/Collective first co sponsored China Energy project selected 10 Chinese designer brands for the exhibition of famous men's Wear Exhibition Pitti Uomo. There were many brands of "chao chao" which came out of Taobao, such as Attempt, Umamiism, Roaringwild and so on. They displayed on behalf of China from Pitti to Uomo on 7 to 10 January. Speaking of bringing the "tide of the country" out, Labelhood co founder Liu Xinxia (Tasha Liu) told BoF: "the first launch of the China Energy project, more importantly, is to combine Chinese brands showing young vigor and potential in commerce from different dimensions." chao chao "is an important part. These" National tides "have been working in the Chinese market for many years, both from online to offline, and have strong operational capabilities and resource integration capabilities.
But at the moment when the "national tide" is declining, is it true that every country tide brand should be so?
The word "chao chao" comes from the Internet itself. It is a label that everyone can use. Whether it is high or low, it is just a tool. I don't think the brand will be affected by the change of a tool. "Hong Yang said.
Zhong thinks that the most important thing in clothing category is product and story: "we must keep every unique story good, keep pace with product quality and innovation." To serve local communities and youth culture, so as to find their own unique culture, and then come to the global platform to connect with the international community, communication and cultural output. Steady and steady, not laying the line under the name of "new retail", can make an interesting and long term "national tide" retail new mode.