How Can The National Tide, Which Represents Personality, Minority And Underground Culture, Open Up Its Territory?

Guochao is a local trend brand in China.

In the 1960s, hip & cool street dancing and street dancing began to form in the United States.

Chaopai pursues self-concept and emphasizes individuality. It has the characteristics of emphasizing originality, small scale and relatively single category. It is different from the established luxury brand and standardized public brand.

However, due to the lack of designers and street culture, the development of chaopai is still limited for 20 years.

In the past two years, the new generation of consumers has risen rapidly. With the great development of China's economy, these young consumers have turned to seek higher-level consumption after getting rid of the most basic material needs. Some of them choose to use Chaopai Flaunt your unique personality. At the same time, the global chaopai circle is becoming more and more extensive, which endows it with new cultural connotation and is no longer confined to the original street culture.

With the strengthening of Chinese brand awareness, many people hope that the national tide can rise. They want the brand to focus on having rich connotation and express Chinese culture while highlighting personality.

As far as the actual 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, and more and more Guochao brands emerge as the times require.

In terms of brand development, the domestic chaopai circle is not big. In addition to paying attention to the design, quality and cultural content of commodities, marketing means are also the focus of fashion brands in major countries.

　　 Stars drive the national tide to start

It is the stars who are the first to get in touch with the tide brand in China. Because of the unique nature of their work, they are able to get in touch with the latest fashion trends and are more likely to fall in love with the unique culture represented by the tide brand.

In the variety show "China has hip hop" broadcasted at the end of last year, Wu Yifan wore a whole season of super (non program sponsored fashion brand), and a variety of assorted items were readily available. As a result, supreme's popularity in China has soared, and major fashion brands have also been included in the discussion category by the audience.

The same is the star effect, but different from supreme, many national fashion brands are directly created by stars, such as Edison Chan Clot, madness by Yu wenle and mlgb by Li Chen, a music DJ, are all Guochao brands independently established by stars.

It is worth mentioning that the clot brand clothing At present, it has become China's first fashion brand, and has a place in the national trend brands. Founder Chen Guanxi is also known as "the father of national tide". In addition to using his star effect to promote the brand, he will also participate in the design and production of products.

Stars can use their powerful star effect to build momentum for Guochao brand, expand the brand display, and achieve the effect of advertising. In the eyes of consumers, the clothing of stars is often linked with fashion trends and has more quality assurance.

　　 Topic, CO brand

In addition to the combination of the two topics, it can bring about strong brand.

As the first national fashion brand, clot not only has its roots in the local market, but also cooperates with other famous brands to produce products, such as Levis and Nike.

In 2012, Nike and clot jointly released the Nike clot Tennis Classic AC, which perfectly combines the trend and creativity of clot with the traditional handicraft of Nike, and adds Chinese Red elements to create a simple and retro classic shoe.

The two famous brands of Nike clot and Nike clot have improved the sales of these two brands.

　　 Promote the popularization of the national tide

For a long time, many people's impression of chaopai is generally limited to personality, minority and underground culture. However, no matter at home or abroad, the current situation of chaopai is that "big brands give birth to small brands, and they do not separate from each other.".

In February this year, Li Ning Together with tmall, we went to New York Fashion Week and held a product exhibition on the theme of "Enlightenment" and "white crane in the cloud", which was a great success. Li Ning became a new "national trend" and gained a high degree of topic and got rid of the previous decline, Li Ning This old brand also radiates new vitality.

If Guochao is limited to a small number of products, it will only limit the brand development. It is better to extend to the daily field, expand the brand development and expand the life cycle of the brand. In order to avoid product popularization, Guochao brand can carry out Limited sales, and supreme has always done so.

From the current social background, Guochao brand is stepping into a stage of rapid growth. 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 lack of street culture, the rich Chinese culture and elements can also give the brand profound cultural content.

The change of the times also makes the national tide from people's impression of personality, minority, underground culture to the field of daily life, from the minority to the public. At this stage, what kind of effective marketing methods should be adopted to introduce private brands to the public and occupy a place in the market is the current problem faced by all big countries' fashion brands. After all, many local Guochao enterprises are not as good as stars in creating their own fashion brands, and can have the blessing of star effect.