National Style Is The King'S Way When The Tide Is Strong And Strong Points Are Avoided

Henan satellite TV "kill" crazy! Since the Spring Festival this year, Henan satellite TV frequently dominates the hot search lists of major platforms. ?

In June, Henan satellite TV bombed again. A piece of underwater flying dance "Qi" in "wonderful tour of Dragon Boat Festival" reproduces the customs of "luoshenfu" in which "the cloud covers the moon and the wind returns to the snow". The beautiful underwater flying dance of Dunhuang can be used as wallpaper in every frame. ?

"Dragon Boat Festival wonderful tour" micro blog related topics read more than 3 billion, has been successively recommended by Foreign Ministry spokesperson Hua Chunying and UNESCO. Of course, this is not the first time that Henan satellite TV has been out of the circle. On the first day of the lunar new year, the TV Spring Festival Gala "Tang Palace Banquet" has received more than 2 billion videos broadcast on the whole network, and a single video has been watched for 10 million times on microblog. ?

Then, the magic night of the Lantern Festival, which was made temporarily to give back to the fans, made another effort. According to the No.1 number reading alliance Zhiwei data, the influence index of the program's Zhiwei events reached 65.9, which was higher than 57% of the entertainment events, and gained 20 hot searches from six platforms. ?

There is also the "wonderful tour in Qingming season" created during the Qingming Festival, which also brings a feast on the vision. ?

From the "Tang Palace night banquet" of the Spring Festival Gala to the wonderful night of the Lantern Festival, to the Dragon Boat Festival special program, and then to the beginning of July, Chen Luoshen Fu dance director has been waiting for three years for professional dancers, and his entries for three years have been on the microblog hot search again... This year, Henan satellite TV has been out of the circle for many times with its "new national style". ?

Of course, the concept of "national style" has been popular in recent two years. It may not be as gorgeous and perfect as Henan satellite TV, or it may not be as popular as Henan satellite TV. However, according to the new consumer daily observation, whether it's entertainment programs such as variety shows, movies and TV dramas, or the derivative business of "national style" such as Hanfu and Qipao, or the rise of Guochao brand, New businesses around the word "national style" are springing up.

From the Spring Festival Gala "Tang Palace Banquet", the Lantern Festival's "lotus pond", Qingming's "paper fan scholar" to the Dragon Boat Festival's "pray", Henan satellite TV, which was originally at the bottom of the TV media, took advantage of the national trend to brush a sense of existence on the Internet platform where young people are active, such as microblog and twitter. ? To a certain extent, Henan satellite TV out of the circle is not only because of the visual impact, but also because of "National style" has become a key to open the world of young people. ?

In recent years, there are not a few programs with "ancient style" elements that are popular among young people, such as the ancient music blue and white porcelain, drunk red cliff and a cut plum, which are widely spread among young people, to the recent popular CI Jiumen memories, Chiling, and sorrow of leaving people; For example, "langyabang", "Sansheng Sanshi Shili peach blossom", "Sitong" and other ancient costume film and television works... Works with national style elements have also attracted a large number of young fans.

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National style variety shows are even more popular, such as the pure culture program "national treasure", which interprets history through stars and explains the stories behind cultural relics; Another example is "on the new Forbidden City", a variety show that combines the youth trend and traditional culture, "national style and beautiful youth". It is understood that station B is going to create a national variety show with Henan satellite TV; Tencent is also preparing... Gradually, the elements of national style have gradually become a part that can not be ignored in variety shows. ?

There are not only programs that are hot by the "national style". With the broadcasting of many exquisite ancient costume dramas and the yearning of a new generation of young people for Chinese history and culture, the ancient costume represented by Hanfu has become a good thing for consumers. ?

Take Hanfu as an example. In our life, more and more people wear Hanfu and take to the streets. In the past, they will be noticed and discussed by pedestrians. Now we are more and more used to it. With the rapid growth trend of the number and market scale of Chinese Han clothing enthusiasts, it is predicted that in 2021, the number of Hanfu enthusiasts will reach 6.894 million, and the market scale will reach 10.16 billion yuan. It can be seen that the base number of Hanfu enthusiasts is constantly expanding, and has a certain scale, a large market consumption base and a high growth potential. ?

At the same time, according to the "2019-2021 analysis report of China's Hanfu industry", generation Z accounts for the highest proportion of Hanfu consumers. Among them, 47.2% of the consumers buy Hanfu out of the love of Hanfu culture, while 40.3% of the consumers are out of the pursuit of fashion. The relevant data of station B also shows that generation Z creatively shows their enthusiasm for Chinese traditional culture.

Young people get the flow, there is the flow of the economy, in the country's "out of the circle" road, the early olfactory business has eaten the first wave of dividends. Recently, liziqi, a brand invested by byte leaping, launched the concept of "fashion of traditional culture and globalization of local food" in the early stage of its establishment. Liziqi has been popular all the way. According to the latest data, the number of global fans of liziqi has exceeded 100 million; After years of development, hanshang Hualian and more than thirteen Hanfu brands have turned a small number of Hanfu into a big industry ?

Even the Chinese style furniture brand also because of the national wind and fire, for example, the new Chinese style wooden furniture Xi woodworking workshop; The cultural creation of the Forbidden City, which combines Chinese culture with modern fashion, is also on fire. With more and more young people resonating with Chinese traditional culture, "national style" has become a new wealth code.

With the tide of national style and the rise of domestic products, many businesses regard "national style" as the only fast but unbreakable marketing means. ?

In February 2018, Li Ning took Chinese fashion to New York Fashion week. The words "China Li Ning" began to brush the screen of friends, and the curtain of national tide officially opened. In the same year, all walks of life began to rely on the "national tide", and even Zhou Heiya and Luzhou Laojiao began to make "Guochao" beauty. 2018 is called the first year of "national tide" in the market. ?

Under the outbreak of "national tide", the "national style" marketing of major brands is also constantly emerging with the help of Chinese traditional culture. Givenchy and MAC launched a limited amount of "Chinese style" New Year's makeup, and huaxizi, a Chinese brand, launched an eye shadow disk with "birds chasing Phoenix" and perfect diary launched eye shadow with Chinese natural landscape theme; Burberry, LV, Dior and other luxury brands combined with Chinese elements such as "Phoenix lady", "Chinese rose", "Spring Festival", "Chinese Zodiac" and other Chinese elements, launched the Chinese New Year Limited series of shirts, handbags, scarves and accessories.

Traditional culture IP has become a trendsetter on the hot search list with this gust of wind. The most typical one is the Palace Museum. In 2020, the number of microblog topics read by the 600 year old palace museum will exceed 200 million, which shows that the Palace Museum has become the strongest cultural IP on the surface; From the cultural creation of the Forbidden City, the snow scenery of the Forbidden City, the imperial cat of the Forbidden City, to the color make-up of the Forbidden City and the coffee in the corner tower of the Forbidden City, there has been an upsurge of discussion. ?

According to statistics, the total annual revenue of all cultural and creative products in the Forbidden City increased from 600 million yuan in 2013 to 1.5 billion yuan in 2017. With its strong ability to absorb gold, the Palace Museum has become a well deserved "net celebrity" in the cultural and Expo circles all over the country. At the same time, the Palace Museum is also playing cross-border, and deeply cultivating the catering industry. It has successively cooperated with Orio, pizza hut, Master Kang and other catering brands, and launched the Palace Museum turret coffee in December 2018. The distinctive "Royal characteristics" make it a new red spot for punch in. ?

Unlike taking advantage of "national style" to revitalize the Forbidden City, huaxizi, a cosmetics brand, has become popular rapidly with the name of "Oriental color make-up". In a short period of three years, huaxizi has broken into tmall's 1 billion club. In 2020, the "618" activity won the champion of tmall's facial makeup category. The sales volume of Taobao in March and April increased by more than 300 times.

? What can be seen is that huaxizi does not only regard "national style" as a marketing method, but is deeply embedded in its own product concept. "Make up with flowers" is the characteristic of huaxizi brand and the highest principle of huaxizi product development. Each product of huaxizi is added with selected flower essence or precious Chinese herbal medicine ingredients. ?

In April 2019, huaxizi's carved lipstick, which was independently developed by huaxizi, came into the market and became popular after being recommended by Li Jiaqi's live studio. Huaxizi's flagship store sales of carved lipstick in 2019 are as high as 10 million +, and carved lipstick has become an unknown explosion in 19 years. Carving lipstick replicates the ancient carving technology of China, carving flowers on lipstick, creating a precedent of three-dimensional texture lipstick in China. The name of huaxizi lipstick is also full of "Guofeng" poetic flavor: Jinxiu, Yuechi, xingqiong, etc., forming a memory in the hearts of consumers. ?

In terms of external marketing, huaxizi is still closely related to the theme of "national style". On June 1, 2021, huaxizi, the Oriental cosmetics brand, officially announced its brand virtual image - "huaxizi". She is a key figure in huaxizi's Centennial brand vision and an important milestone on the road of huaxizi's brand personification. Its image meets the public's imagination of traditional classical beauty, and is very consistent with huaxizi's brand tone.

Whether choosing "national style" as a marketing means or implanting the concept of "national style" inside and outside the brand, is the best choice made by the brand in combination with its own situation“ The word "Guofeng" is basically a kind of "cultural imagination". If you make good use of it, you can bring increment to the brand.

Although the "National Ethos" is hot, there are also difficulties. ?

First of all, volume is not equal to real business transformation. ?

Take Henan satellite TV, which is in the ascendant, for example, the objective fact that "thunder and heavy rain are small" makes the commercialization of "Tang Xiaomei" difficult. First of all, the commercial consciousness of the program group. In the "special thanks" at the end of the Lantern Festival party and "the wonderful tour of Qingming Festival", Henan satellite TV did not thank the advertisers, but the netizens, audiences and fans of the whole country. Of course, this is a kind of "not polluted by capital" phenomenon, but limited funds, let the whole party only 40 minutes, it is hard to say is a smart way. ?

On the other hand, advertisers do not fail to see the network popularity of Henan satellite TV. However, due to the nature of national style programs, it is inevitable that the "golden father" will lose his sense of existence. For example, there are almost no advertisers in the highly popular segments on the Internet, and it is also a fact that few high-quality brands choose the national style programs on TV platforms. For example, the sponsor of Henan satellite TV's Spring Festival is Jiahu distillery, and the sponsor of Dragon Boat Festival is Yangshao distillery. ?

How to actually transform the "traffic" is an urgent problem to be solved by Henan satellite TV and other platforms which come out of the circle through the national style. Otherwise, it will only become a bustle for a while without any effective results. ?

Secondly, the word "Guofeng" has circle restrictions and cultural barriers, which will lead to the problems of "difficult to get out of the circle" and "the supply chain is not systematic". This is also the reason why cheongsam has not become the fourth most popular clothing category among young people after Hanfu, JK and Lolita skirt.

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There are some misunderstandings and misunderstandings about the cheongsam of the outside circle, while the domestic people are arguing about the style of the old-fashioned cheongsam and the new style cheongsam. Due to the cultural barriers, the supply chain is not systematic, which affects the sales and the exit of cheongsam. Generally speaking, the well-known cheongsam ready-made clothing brands have their own independent workshops and in-depth cooperative OEM factories, which employ veteran artists and need to be cultivated for a long time. The general OEM factories can not compare with them. Such high-level, high-intensity production requirements, doomed to cheongsam can not be high-yield. ?

It is reported that the cheongsam worn by stars or KOL in the shop of the new cheongsam brand "Jinye Dongfang" will be in short supply once it appears on variety shows. However, it may take 40 or 50 days for a handmade high set cheongsam to be delivered. Many suppliers can only "keep apologizing to users and working overtime". ?

Such high-level, high-intensity production requirements, doomed to cheongsam can not be high-yield. The best-selling product in Jin Ye's shop is the fairy skirt with cheongsam collar, buckle and embroidery. However, in the eyes of real retro cheongsam lovers, it seems that it is not a cheongsam. ?

As for the marketing side, the so-called "big tree attracts the wind". With the help of the national style, the dividend will be returned if it is not careful. ?

The lipstick produced by cultural creation of the Forbidden City was approved to be discolored, with poor quality; Later, the Palace Museum launched the dinner of 6688, which was "over commercialized" by netizens. After the event of "galloping into the Forbidden City", the shadow on the Palace Museum has remained for a long time. The volume of the Palace Museum on the Internet has declined significantly. However, the Palace Museum, which relies on the national heat, has been destroyed by its reputation. Such a fragile "big IP" can only prove that the core of such cultural innovation is not the product itself, but the enthusiasm of consumers for "national style" and "traditional culture". However, it will be difficult to overturn the brand once it is labeled with excessive commercialization and marketing.

It is an indisputable fact that the national style is in the tide. How to make good use of this "wind" and soar upward, the focus is to commercialize the sound volume brought by "national style" reasonably and effectively. Although the word "national style" itself brings strong barriers, it is also the advantage of the brand to stimulate circle forces and create new opportunities. ?

"National style" business is a "song of ice and fire". It is the king's way to develop strengths and avoid weaknesses.