Youth Pilot Star Is Blazing New Life And Symbiosis With Brand
[2022 x summit youth pilot star hot ceremony]
New life and brand symbiosis
Looking back to 2021, some industry brands have been wandering, but there are also some cases of taking a new speed and occupying a place in the trend.
It can be seen that the clothing industry is always learning from the old and embracing the new, but there is considerable uncertainty in this.
If the enterprises are not sure about the development of the clothing industry in the future, the development of the industry will be full of opportunities.
Who can improve the understanding, application and imagination of technology; Who can deal with the uncertain external environment with a certain internal system, so as to shape the unique self of the brand; Who can have insight into the structural changes of China's consumption and perceive the diversified consumption landscape; Who can drive the long-term growth and deep value of the brand, the more chance to ignite the fire of brand potential energy.
This 2022 x summit youth pilot star grand ceremony invited many young pilot representatives from the industry to discuss from the perspective of "the place of light". The following are the highlights of the event:
01. Guest: Duan Yongchao, founding partner of Weicao Zhiku
Theme: three basic problems in the digital world
We need to be psychologically prepared to think "a parallel world is coming". We must have the ability to imagine "the day after tomorrow", rather than predict the "tomorrow" only with the inertia of today. The reason why we imagine the "day after tomorrow" is that if the "day after tomorrow" comes, if we have no ability to build a "day after tomorrow", we can only live under the "day after tomorrow" constructed by others. What "backhand" can we have to deal with it? If we don't have the ability to imagine the day after tomorrow, we don't know what to do tomorrow.
02. Guest: Wu Sheng, proponent of scene methodology and founder of scene laboratory
Theme: the era of high certainty for brands
Consumers are increasingly showing a kind of short-term and urgent enthusiasm. What we need is to grasp this enthusiasm and turn it into a way of life and a sustainable operation. So we would say that it is not new brands that drive business, but brands that always create new scenes.
03. Guest: Xiao Mingchao, trend marketing expert, founder and CEO of Zhimeng consulting agency
Theme: from internal bloom to heart flow: clothing brand innovation opportunities in the new consumption trend
To become an outstanding brand, we have to go through several stages: from product driven to small trends. Grasp the long-term emotional drive. And from the perspective of culture driven, it really grasped the sustainable trend. The secret of a long-term foundation is not to be complacent or to innovate rashly, but to keep up with the times while sticking to its main line.
04. Guest: Guo Xiuling, general manager of Shanghai shajuan fashion technology and founder of sandriver cashmere brand
Theme: World Tour of Chinese brands
What matters is not when, but where you are going? Who are you going to be? Where are you going to stand? When we look forward to the future, we should think about how to use the new technology of the times to drive the real brand development, how to drive the real industrial progress, and to realize the future of "do a good job in a garment". Chinese traditional culture has a deep foundation, and there are many contents worth exploring. It is of far-reaching significance for the development of garment industry to dig deeply into made in China, Chinese quality and Chinese culture.
05. Guest: AI Xiao, executive director of Castle Peak capital
Theme: the development of clothing brand from the change of ideology
We can see that every ideological change will give birth to a clothing brand. The changing history of clothing brand is actually accompanied by a history of social and cultural change. The clothing born in each era reflects the current social ideology.
Hot talk on the stove Guest information
Dialogue topics
What new changes have taken place in the consumption level, market level, manufacturing level and brand level of the rise of new circles such as new middle class, new youth and new women?
Compared with the past, self-expression in this era is not only the expression of economic independence and self-consciousness, but also the more benefits you can generate when you express yourself. He needs to find his own identity tag, even the content, as well as high value-added products and brands. Even if he just expresses his love for that brand, he will find a group of people of the same kind. This group of people will bring new opportunities and new development.
They have different needs in different seasons. For some reason, over the past two years, everyone has been holding back at home, and they all need a so-called new attempt to release themselves quickly. And we need to be faster to meet the needs of users, more to lead a lot of people to do something. At present, the competition in the clothing industry has undergone essential changes. Our competitors are not a certain brand, but the changing needs of users.
We have been paying more attention to the traditional Chinese culture, how it can enter into the daily life of young people in the process of China's rise. The special valuable things in traditional culture will be transferred to the present, in order to explore the spiritual things of China, but also to meet people's spiritual needs.
As a medium of different expression, each person's feeling of culture will have a different embodiment, so it presents different brand feelings. We have been trying to touch some sensitive and exciting points of contemporary young people for culture. Our brand is more like an experimental platform for us. We experiment with some new integration of Chinese culture and contemporary culture in the process of landing. Good market reflection can give us better confidence.
Cross border and co branding is one of the convenient ways for young brands to establish communication with consumers. When we choose joint ventures, we all have one thing in common - focus on the online fashion interaction of young people. For brands, we should not stick to the traditional marketing methods, but pay attention to and excavate the diversified changes of consumption scenes.
When we consider the diversity of our own brand, we also consider the diversity of our own brand. Today, most of our traditional down jacket categories are reflected in a monotonous category of coat, jacket and overcoat. However, we have made some innovative products such as trousers, shorts, skirts, shirts, T-Shirts, sweaters, scarves, bags and so on. It is under the premise of a diversified brand that we have made a product level innovation.
In the future, when everything is virtualized, the meaning of the bag will only lie in some special fields, and the sense of ceremony will be stronger. Therefore, we put forward a concept according to the change of this crowd. The core is to make small bags, and the core is to make bags decoration.
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2022 "the place of light" youth pilot star
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All things are interconnected and individuals are refreshed; Everything has its mark, light has its source. There is no natural selection, only follow the trend. The 40 fashion brands with the attribute of "specialty and innovation" were listed in this year's hot ceremony. They were constantly making innovations, breaking through expectations, and forging ahead. They verified the deterministic rules of business restart in the new era, and refined the growth rules of new species. 2022 fashion new force, coming!
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