Feng Guang: Culture Leads New Brand

Annual view 3 of 2020 China fashion conference: culture leading new brands

Feng Guang, founder and CEO of MI fan brand

Not long ago, I attended a forum in Hangzhou as a guest. One of the guests was the king of underground flow in Hangzhou. Although he was very low-key, he actually operated a lot of traffic and brands. What he said made me very interested. He said that although I have done so much traffic business, I especially want to build a brand. I asked, aren't there many brands below you? He said those brands could only be called "brands.". The brand he wants to build is a brand with cultural gene and core.

I began to think deeply about how to be a brand in recent years? I think Brand is traffic, But brand is not only flow, brand is currency, brand is IP It can even be said that brand is religion.

In the early years, Apple's computer mouse had only one button, which could be said to be very anti human. However, all Apple users thought it was a unique magic stroke, and the design was very scientific. Until Apple also made a double button mouse, people did not say so. It can be seen that Apple fans are crazy about the brand.

Brand can be divided into four levels: Boundless, high viscosity, create and enjoy together 。

First of all unbounded 。 At the beginning of brand building, it was often said in the industry that Chinese clothing brands were divided into different floors. In fact, when I lived abroad in the early days, I didn't come into contact with this concept. In fact, they didn't have a clear statement. In fact, after I made the brand, I would find the brand driven by the real cultural core There is no boundary, no clear boundary, especially in terms of age and consumption.

also High viscosity ， This is easy for us to understand. From the perspective of data, it is a very high repurchase rate. Especially during the epidemic period, the epidemic has brought us growth in terms of sales this year. At the same time, in February 2020, we made the final release of the four major fashion weeks in New York Fashion week. When making online style reservation for fans, our mode is to pay a 50% deposit and wait for three months. However, in fact, we have a lot of fans who choose this way, which is also based on their high loyalty to the brand and will choose this way to wait for your products.

And co creation 。 There is a very interesting example. We have an overseas fan. Because he likes our brand too much, he draws a large group of illustrations for our brand. Finally, this group of illustrations becomes an element of our clothing. There are many singers who write songs with the theme of secret fan. In fact, on the level of CO creation, fans provide a platform with content and gene.

The ultimate brand is the flow In fact, we can see that there are a lot of screenshots on the microblog about the secret fan. Most of our KOL buyer shows do not have the content we produce. We do not need to pay for their dissemination, that is, brands with high-quality content and brand culture genes will get a lot of spontaneous communication.

The ultimate brand is money. Why do you say that? Behind each release, there is sponsorship and cooperation. This is also because the close fan has a strong brand gene. Through this gene, we can unite with many partners to promote the culture we want to promote. Through the co-ordination of this culture, we have created some new values, including the glory of Huawei in this fashion week, The cooperation with Belgium comes from this.

Finally, the brand is actually IP Why do you say that? Because many brands will choose to cooperate with MI fan in cross-border cooperation. Through this cross-border alliance, we attach our understanding of culture to the partners. Therefore, we have cooperated with Huawei glory in watches, mobile phone cases and handbags, as well as in the release of glory 30. At the same time, we have cooperated with Harbin beer to bring global pictures into full play The concept was released in Shanghai Fashion Week, which combined cross-border culture with the mask under L'Oreal, and attached to L'Oreal mask with the help of double-sided concept of nvxia. Create a creative concept based on Chinese culture with the world's largest candy brand, including the development of suitcases with tourism enterprises. The theme is from Zheng He's voyages to the West. Including the concept of the river lake tea house built with Xi Cha, a flash shop was exposed among the national preferred stores of Xi cha.

To sum up, I think brand building can be summed up from the brief sharing just now that brand culture construction needs these elements. First of all, Excellent design manager with opinion leader. Second point, It has sustained and unique cultural output. Third, It is necessary to gather high-quality loyal fans of the year, because with your followers, this culture can be extended and spread in a more diversified way. One last point It is a language system of design aesthetics with international strong discrimination. (according to the on-site shorthand of 2020 China fashion conference, without my review)