The Success Of "Hunger Marketing" &Nbsp; Tide Brand Came Into Being In China.

You may not be able to afford a brand name, but you can have a "tide card" on your body, which is also called catching up with the trend.

What is the tide card? It seems that no one has really discussed it. If you ask the tide people, you can only get vague ideas. Chao brand has its own unique LOGO and design spirit, but it often shows different patterns, such as T-shirts, wave shoes, canvas shoes or dolls, and so on. It doesn't seem to change much, but it costs a lot.

Customers in Shanghai Xintiandi Bape Store queue up ahead of time.

Tide card, let the tide people first bring up.

Some people say that the greatest value of tide brand is to have original thoughts and spirits, or to have symbolic meanings and represent certain attitudes. Such a statement makes people feel that the tide card is a bit immaterial. If you are just beginning to get in touch with tide cards, you might as well start with the tide makers.

To understand VISVIM, you can see the "Japanese Godfather" Teng Yuan Hao's disguised appearance, and he personally deducts its products on many occasions. The creation of STUSSY is actually the founder of SHAWN STUSSY, whose own graffiti signature is loved by skateboard enthusiasts, and this graffiti signature has become the symbol of the brand. Excellent patterns and T-shirt materials are the brand characteristics of Hectic to maintain popularity but not the Hongkong artists Edison Chan. These brands are different from big brands and rarely sell hard advertisements. But with these demonstrations, you will gradually remember their brands.

　　 Tide card The rise is only twenty years.

Before the 90s of the last century, "harahara" was a traditional residential area centered on the trails of the valley of Tokyo, which was called "Harajuku back street". Compared to the Harbin street, which is not far away, the Spice Girls haunted, and the fashion center of the international boutiques, the Harajuku street is complex because of the complex alley and old buildings. In the early 90s, today's "original Godfather" Teng Yuan Hao is only a small celebrity DJ. "Chao Jiao Zu" Gaoqiao shield and Nagao Zhimin have just graduated from Japanese cultural clothing school. This group of young people who love music, deeply influenced by street art and extreme sports in Europe and America, choose to shop in the back street of low cost elements to realize their dream of starting an undertaking. In 1996, Japanese fashion magazines first used the "Harajuku" to describe this old block. Mickey Huang, a Taiwan entertainer named "Japan Tong", said: "the ten years since 1995 are the golden age of Harajuku."

Japanese young designers are increasing their stores. Clothing design The music played in the shops shows different styles, and more often DJ or avant-garde artists perform in the shop. The charm of these fascination is, above all, the charisma of the founder. Since 2000, the brand of Harajuku tide has been on the stage of Paris fashion week. This old block has become one of the important centers of global tide culture.

"Hunger marketing" for the tide card to capture a city {page_break}

"From the rise of tide brand, we can see that tide brand belongs to the minority brand. Like the Fans of worship stars, the mindset of consumers will be accepted and sought after whatever changes they may have. Li Guoqing said. As editor in chief of Wanjia science, Li Guoqing has been in contact with Chao brand for a long time because of his relationship with his interests. When he wrote the first art toy book "doll's pocket" in China, he interviewed and contacted many avant-garde designers and artists at home and abroad. From his observation, the success of tide card is closely related to the marketing tactics it uses.

　　 Marketing In the way, the limit is a major feature of tide cards. Chao brand, the more outstanding number of Nigo created the "ape head" (BAPE) brand. "Ape head" in Japan is very small in the local shop, the earliest is the cartoon route. Later, Teng Yuan Hao often crossed with different fields and brands, and made great changes in marketing strategy: limited release. Each item may only produce 50 pieces, 30 pieces to the star performer first "try on", causing star effect, and then the remaining 20 pieces will be sold at a high price. Every month or even every week there will be new releases, but each one has only 10 to 60 pieces, not only limited, but sometimes restricted, so it is very difficult for fans to collect them. Its retail price is not necessarily high, but because of the marketing channel problems, it will be fried by the scald scalpers, so tide cards can be sold at online stores and second-hand stores.

Li Guoqing felt that there was no denying that the designers of Japanese tide designers were very strong in design ability, but there were many brands in Harbin, but they took different routes and had their own development space. But this way of "celebrity effect + hunger marketing" was also one of the reasons for the fame of Chao brand.

Local tide people look at tide cards.

"Chao brand is not just from abroad."

Tian Jun has been promoting skateboarding for many years. Guangzhou HERO skateboard shop and SKATEHERE webmaster visited the tide cards abroad earlier.

Everyone has different definitions of the trend. Personally, I think the brand that can represent and guide the prevailing trend is the tide card, not only in the design of the product, but also needs the vitality, competitiveness. The brand that can really convert the brand value into the commodity profit can be regarded as a valuable tide card. In other words, it is the brand that can sell the price.

Some tide cards really have a special value for commemorative value, which is a good opportunity to enhance their brand value. However, some tide cards do not set a correct position for themselves, which will lead to a feeling of good self. No one thinks it is a special commemorative tide card, but it is happy for this project. {page_break}

Most domestic consumers generally think that brand names are from abroad. There are not many brands in China. In fact, China's original trend brands are developing at a high speed. Many Chinese original elements have become new areas for other brands to learn from.

Classic ape (Bape)

"Tide card brings life breakthrough"

Zhou Song (Faculty of architecture and environmental art and design, Guangzhou Acmdemy of Fine Arts)

The general consumption tendency of domestic consumers will make some mainstream brands more mainstream, while ignoring the edge brands - tide card. The existence of tide cards is reasonable. In my opinion, valuable brands should bring some conceptual shocks, or make breakthroughs in one aspect to lead lifestyle changes.

Some brands may be T-shirts, wave shoes, canvas shoes or dolls, but add different patterns on the basic section. Such a new type of operation is based mainly on business considerations. Of course, many products, especially shoes and T-shirts, have functional limitations, which make them limited in change. In fact, the purpose of Chao brand is to increase the added value of products, so whether it is value for money must be based on personal value judgment.

The road of tide is getting narrower and narrower.

Li Guoqing, editor in chief of Wanjia science, author of the art toy book "doll's pocket"

Tide card is considered to be a young branch of fashion. In fact, tide card is not liked by young people. Many people in Hongkong are wearing fashionable cards and wear clothes, shoes, socks and even belts all over the body.

But there are limits to the development space. Just like Japan's tide fans, many people living in Asia have not been able to develop into the European and American markets, but only in Taiwan and Hongkong. The design route of Japanese tide brand is diversified, quality assured, its selling price is higher than that of popular brand, but its own cost is also high. Some brands have new models every week, but the output of each product is not high, which will make the tide brand go narrower and narrower. So nowadays, many popular Japanese brands are not bought by Hongkong businessmen, or the founder has changed careers.

In the past few years, the Tianhe south two road can rival Japan's Harajuku, along the civilized road area, and there have been more than 30 small shops, which can find the real tide cards. But it is not easy to find tide cards in Guangzhou now. Guangzhou's information is well-developed, it knows the tide card, but the consumption power is insufficient, so these tide cards become "passers by" and can not take root here.