XTEP And Shaolin Temple Jointly Hit The "New State Tide", Linking Fashion.

Recently, in the trend of the field of action frequently, first launched a series of "high-tech and temperature" products, followed by "our band" ending a wave of heat, but the most topic of interest, but also the number of XTEP and Shaolin joint cooperation.

In June 21st, XTEP made a joint show in Shaolin, bringing a visual feast to the audience. There was barrage of "stunned" and "shocking" words on the live page of Bilibili.

It is the first time in Shaolin's 1500 history that the fashion show is opened in front of Shaolin mountain. Besides the T show, Shaolin Kung Fu shows. There are 9 scenes in the performance. The opening chapter is "the evolution of Buddhism in China and the evolution of Kung Fu Costume". It shows the changes of monks and dresses in the past 1500 years. The following is the instruction of the adult monks to the small monks, showing the inheritance of culture. The show includes three parts: "X T stage", "triangle stage" and "background stage", which symbolizes the "three realms" of Wugong. From children's clothing display to adult money, the whole show shows the growth course from children to youth to the prime of life.

The joint name of XTEP and Shaolin has been announced at the beginning of this year. At that time, there was a great shock in the sports and fashion industry, but consumers had not waited for the joint products of XTEP and Shaolin Temple. In fact, XTEP is very concerned about the design of this joint venture. According to XTEP, product design is cooperating with Shaolin Kungfu heritage successor. XTEP's designers have studied a lot of information about Shaolin culture murals, Kung Fu, scriptures, etc., for product creation.

The "Shaolin Temple show" also showed the first batch of products in all directions, from tops to sports shoes, from summer wear to autumn and winter. At present, some products have been sold at XTEP flagship store in Tmall, three summer short sleeved T-shirts, a round neck sweater and a pair of sports pants, each of which offers different colors and designs. In addition, some children's clothing products are also sold online and offline.

For this cooperation, Ding Shuibo, President of XTEP group, said, "I hope that the encounter between Chinese millennium culture and Chinese sports spirit can deliver them to more young people. At the same time, the Chinese cultural genes and spiritual core contained in Shaolin Kung Fu also complement each other with XTEP's brand spirit."

XTEP's sports gene is in line with the martial arts culture of the Shaolin Temple. Compared with a simple joint name, XTEP wants to penetrate the deep area of its culture through cooperation with Shaolin, and then highlights the cultural value of its own products. In short, they do not want to keep the joint name on the surface.

When it comes to martial arts in clothing, consumers tend to think of "national tide". As a matter of fact, the word "chao chao" is gradually transforming from the first sight to the plain. Some of the lack of the core tide is constantly being questioned "homogenization", with little tension and lack of connotations. Many products have diluted the meaning of the national tide and gradually lost their original cultural core.

What XTEP wants to do this time is to define a "return" to the national tide. With the endorsement of Shaolin Temple in 1500, it will create a trend product from the inside to the outside, full of oriental aesthetics, so that every design can tell its own story through the use of Shaolin elements to varying degrees.

Shaolin also took advantage of this great show to take advantage of the fire. Shaolin's status in traditional culture is beyond doubt. However, how to innovate the traditional culture and culture and how to "really get hot" requires continuous deepening and extension. In recent years, many traditional cultures have taken on a brand-new fashion, attracting a lot of young fans. Shaolin culture also needs a circle of soil. This cooperation with XTEP is also an attempt to innovate Shaolin's traditional culture. At present, Shaolin creative shop is also new in front of the mountain. Consumers can see a lot of products created by XTEP that belong to Shaolin Kung Fu culture.

Previously, lazy bear sports has analyzed the domestic sports brand is exploring "joint 2" (extension reading: from marketing to goods export to cultural output, the domestic sports brand joined the "2 era"). The joint name of XTEP and Shaolin Temple is also a deep exploration in this direction. Compared with the popular hot spot of IP, XTEP and Shaolin Temple have paid more attention to the spiritual core. Through XTEP's original motion genes and Shaolin Kung Fu sparks, the two brands have carried out deep cooperation on this basis and jointly built IP, absorbing cultural and spiritual connotations for their own use, changing from unidirectional leveraging to bidirectional output, so as to achieve a win-win situation ultimately.

Young consumers are still the main crowd of XTEP oriented, including the "Shaolin Temple big show" did not choose the traditional live broadcast platform of Taobao live broadcast and Taobao live broadcast, but placed on the Bilibili, it is enough to see XTEP's attention and sensitivity to "post wave". With the trend of the times, "Z generation" is becoming the main force of consumption. When purchasing decisions, they often put "personalization", "embody attitude and character" before practicability and cost performance.

The joint product of XTEP and Shaolin Temple is also close to the young people's shopping concept of "expressing their attitudes and publicizing their individuality" from design to style. In September last year, XTEP boarded the London Fashion Week, a fashionable, topical and fashionable gathering place. XTEP's trend design has been internationally recognized. In the past two years, while exploring the trend culture of young people, XTEP is also gradually integrating brand culture into the lives of young people.

Good marketing can not be separated from good communication content. In fact, the purpose of XTEP's marketing is to increase its own product strength. Through technological innovation, resource integration and joint cooperation, XTEP is improving the consumer product experience and concentrating consumers' attention on their products, thereby promoting brand value to further improve.