Guochao is the domestic trend brand.
The origin of fashion brand is the United States. Since the 1960s, the United States has gradually formed some cultural activities with American characteristics, such as street graffiti, street dance, hip&hop, skateboarding, Parkour and so on. In this way, fashion brand was born in American street culture.
Chaobai pursues self-thinking, emphasizes personality, has the characteristics of emphasizing originality, small scale and relatively single category, which is different from the existing luxury brands and standardized popular brands.
The distinct personality characteristics make the tide tide spread rapidly, and the time for the tide to enter China is not short. However, due to the lack of designers and street culture soil in this area, the development of the tide brand in China has been limited for 20 years.
In the past two years, the new generation of consumers have risen rapidly. The great development of China's economy has made these young consumers seek higher level consumption after getting rid of the most basic material demand. Some of them choose to advertise their unique personality with the tide sign. At the same time, the global tide brand circle is becoming more and more extensive, which endows the tide brand with new cultural connotation and no longer sticks to the original street culture.
With the strengthening of Chinese brand awareness, many people hope that the national tide will rise. They hope that the brand pays attention to the rich connotation and expresses Chinese culture while highlighting personality.
_As far as the current situation is concerned, Guochao brand is in a stage of rapid discovery. New rising consumers are willing to accept new things and pursue personality. Guochao just meets these requirements. More and more Guochao brands emerge at the historic moment.
_In brand development, the domestic Chao brand circle is not big. Besides paying attention to the design, quality and cultural content of goods, marketing means are also the focus of major Chao brands.
Stars Drive the Start of the National Tide
China's first contact with the tide is those stars, because of the unique nature of their work, stars can be exposed to the latest fashion trends, but also easier to fall in love with the unique culture represented by the tide.
In the variety show "China Has Hip-hop" broadcast at the end of last year, Wu Yifan wore a full season of Supreme (non-program sponsored tide) and various items were matched by letters. As a result, the popularity of supreme in China rose dramatically, and various national tide brands were also included in the audience's discussion.
_is also the support of star effect, but unlike supreme, many national trend brands are created directly by stars, such as Chen Guanxi's lot, Yu Wenle's madness and music DJ's Li Chen's MLGB, which are all national trend brands created independently by stars.
It is worth mentioning that Clot brand clothing has become the first fashion brand in China, and has entered the world, occupying a place in the national fashion brand. The founder Chen Guanxi is also known as the "father of national tide". In addition to using his star effect for brand promotion, he will also participate in the design and production of products.
Stars can make use of their strong star effect to create momentum for the national trend brand, expand the brand display, and achieve the effect of publicity. In the eyes of consumers, celebrity wear is often linked to fashion trends, but also more quality assurance.
Brand Alliance, Creating Topics
In addition to bringing new and innovative products, the strong and strong alliance between brands has also created a topic of concern.
As the first national fashion brand, clot not only roots in the local market, but also cooperates with other big brands to produce products, such as Levis and Nike.
In 2012, Nike Clot Tennis Classic AC was released by Nike Clot, which combines clot's fashion ideas with Nike's traditional craftsmanship perfectly and incorporates Chinese red elements to create a simple retro classic sneaker.
Clot and Nike are two powerful brands. Nike Clot Tennis Classic AC combines clot's creativity with Nike's product manufacturing technology and improves the product height. The topics created by these two brands also make this classic sneaker marketable.
Promoting national tide generalization
For a long time, many people's impression of Tide is generally confined to personality, minority, underground culture, but whether at home or abroad, the status quo of Tide is "big brand students, small brand, not separated from each other".
In February of this year, Li Ning and Tianmao went to New York Fashion Week hand in hand and exhibited their products under the theme of "Understanding Tao" and "White Crane in the Cloud" with great success. Li Ning has become a new "national tide", harvesting a very high degree of topic, and getting rid of the previous decadence. Li Ning, an old brand, has also radiated new vitality.
_Limiting Guochao to minority products will only limit brand development. Instead, it is better to extend to everyday areas, expand brand development and expand brand life cycle. To avoid product popularization, Guochao brand can carry out limited sales. Supreme has been doing so.
From the current social background, Guochao brand is stepping into a rapid growth stage. On the one hand, it is the expansion of market demand, on the other hand, it is also due to the rise of Guochao brand. In terms of product connotation, although there is no injection of street culture, rich Chinese culture and elements can also give Guochao brand depth. The cultural content of engraving.
The change of the times also makes the national tide from the personality, minority, underground culture in people's impression to the field of daily life, from minority to the public. At this stage, how to use effective marketing methods to lead private brands to the public and occupy a place in the market is a difficult problem faced by the major tide brands. After all, many local tide companies can have the benefit of star effect than star-created tide brands.
