Continue Chinese American Clothing Culture, Tmall'S National Fashion Show

"China has the great etiquette, so it is called Summer; there is the beauty of clothing, which is called Hua."

Next year in 2019 Held by Xizi Lake After the first national style award, he was in the Central Committee of the Communist Youth League“ Chinese costume day ”Under the guidance of, tmall Guochao once again held with Huachang Jiuzhou Chinese costume culture In order to carry forward the cultural events of the Tang Dynasty, the Furong festival will be held in Huarong District from July to July.

Gather the top national wind flow to open the annual visual feast of national style

In 2018, the Central Committee of the Communist Youth League designated the third day of the third day of the lunar calendar as China's Chinese clothing day. In response to the call, tmall Guochao created the first Chinese clothing culture innovation show, the national style appreciation. Last year, it invited more than 20 super strong national fashion circles icon, such as Xu Jiao, to present 200 sets of look of 50 brands to the audience and display the Oriental beauty, Thus, the annual tmall national fashion show can become an authoritative event in the Han clothing circle.

(publicity blockbuster of 2019 national style award)

This year, the National Fashion Festival of tmall once again invited famous national fashion KOL, Chinese clothing lovers and youth idols to jointly inherit and spread the essence of Chinese culture. It has upgraded from 1.0 last year to 2.0, adding three highlights: the expansion of the show, the icon platform of 300 super strong national style young girls shows the beauty of national style, led by the ancient costume male God Yu hazy, Many Guofeng talents, including abche, Huang Jingxiang, Roulian orange, Shili, Qingyin, Shengwei and so on, formed a super immortal lineup to jointly display the beautiful custom-made Chinese clothes for the show; increased the live empowerment, combined with Taobao's super top stream anchor lieer baby, to increase the live empowerment, so that you can buy grass Guofeng as soon as you see the show; the venue is upgraded to arrive at the lotus garden of Datang from the Bank of Xizi lake, The unique Tang style architecture and panoramic lighting of ziyunlou site create a super first-class stage effect.

At 20:30 p.m. on July 18, the whole show of Chinese costumes was slowly opened in Xi'an Datang Hibiscus garden, which carries the exquisite culture of the Tang Dynasty. With "Qianqiu", "Guiyuan" and "Xinyuan" as the three major theme chapters, dashiu displayed nearly 300 styles of look of famous Chinese clothing brands of tmall and Taobao, and opened a magnificent visual feast. In addition to 240 live viewers, the event was jointly broadcast by Taobao, bilibilibili, Acfun, douyu live, Huya live, Clara and other platforms. The live online viewing volume exceeded one million in less than 5 minutes.

Guofeng bazaar + HaoWu Live Room online and offline to create a new experience of grass planting

Different from the one-day grand show held last year, this year's national style Festival has added a two-day national style market on the basis of the Chinese clothing show ceremony, and a new live broadcast room for national style goods is added online to plant grass for the majority of fans. Among them, Guofeng market has gathered more than 30 Hanfu and domestic brands, including Huashang Jiuzhou, xinxiangyin, Lanju, Daphne, zuotangfeng and hippocampus, etc., to open offline exhibition booths, so as to realize a new experience of shopping and watching.

With this offline activity, Guofeng grand prize also launched 400 free tickets for wearing Hanfu in combination with the Furong garden scenic spot of Datang. The online booking day of the scenic spot triggered a frenzy of grabbing tickets across the network, and the 400 tickets were sold out immediately.

In the official national style live broadcasting room opened by Taobao, the luxury anchor lineup composed of Yu mengmo, Guofeng summoning and introducing official lieer Baobao, Guofeng Hongren Roulian orange, and Boche, also relay online after the show, sharing with the audience and fans various kinds of fairy goods such as Guofeng beauty makeup, regional food, cultural and creative products. In just two hours of live broadcasting, the total number of viewers in the live broadcasting room reached 2.84 million.

Brand creativity deduces national style, cross-border minority culture, creates screen topic

This grand ceremony not only shows the beauty of tradition, but also makes bold innovations in many domestic brands to interpret the cross-border national style. Yancui dance Tiange, a cross-border Hanfu suit launched by xinxiangyin and cotton soft towel, was performed by Zuo Zhuo, a popular singer and "youth has you 2"; Boche, a national style talent and founder of Huashang Jiuzhou, was dressed in the "Little Red Knight" national style clothes brought by suitable Materia Medica, and was very heroic and capable; the brand Hanke Silk Road joined hands with the big stars in the circle, The cloud crane cloud shoulder is an extension design based on the double crane mending in the Ming Dynasty. The cloud crane cloud shoulder is woven with gold cloud pattern cloud shoulder. There are double cranes flying over the cloud pattern on the front chest, back and two shoulders. There are cranes flying above the cloud pattern on the two sleeves and knees, which are both exquisite and atmospheric. In addition, there are 14 sets of restored Yongle Palace murals and cross-border Hanfu "national color embracing the city" jointly created by Yongle Palace IP, and the cross-border Chinese clothing "national color embraces the city" jointly created by Yongle Palace IP. The appearance of all kinds of Chinese costumes will surprise the whole audience.

Under the cross-border cooperation between Hanfu and brands, Hanfu radiates to a wider range of people with the help of brands and IP. For example, the cartoon "under one person" and the game "Xiaoao Huhu" and other popular IP products have created personalized derived Hanfu, which makes the seemingly "minority" Hanfu culture successfully become a hot topic.

Therefore, the event has been widely discussed since the beginning of the exposure of some Chinese and American Hanfu. During the grand ceremony, the topics and contents related to the National Style Awards were spread on the microblog and Shuo Yin, and the topic of wearing sky expensive Chinese clothes in hazy fashion was on the twitter hot list the next day. With the coming of the national trend, more than 3.55 billion microblog topics have been read, 2.677 million have been discussed, and more than 250 million have been read about the topic of "national style appreciation". The colorful clothes displayed by young people and girls of guofengmei are refreshing, and they all feel the rich beauty of traditional clothing.

Using platform to help Chinese traditional culture tmall country chaoguofeng reward to achieve multi win

Looking back on the two national style awards, we can clearly see that tmall's national trend is gradually making the inheritance of Hanfu culture routine and platform. Last year, it gathered zhiyuji and other core brands of Hanfu, many conveners of Guofeng, and IP platforms such as Tianya Mingyue Dao and a dream of Red Mansions, realizing the preliminary exploration of platform operation.

This year's 2.0, tmall national tide completed a self iteration, introducing more platform forces into the National Style Awards. Behind the innovation of style, lineup and organizational form, it is tmall global trend that helps maximize the influence of traditional Chinese culture through platform energy. It focuses on the cultural preferences and values of the Z generation circle, so as to enable the platform brand to carry out cross-border marketing according to the portraits of potential user groups, complete the brand marketing upgrade and realize the rejuvenation at the same time; and when the platform brand is recognized by generation Z, it also makes tmall platform invisible and stand with young people

Clothing is often considered as a carrier of culture, and as the most representative traditional costume of Han people, Huafu / Hanfu is also showing the cultural details of China's 5000 year "great power of the heavenly Dynasty". Tianmao Guochao, which is committed to promoting traditional culture and promoting the upgrading of domestic brands, has successfully made the popularity of Hanfu come out of the circle by creating a "national style award" to satisfy the Z generation's love of Hanfu. In the future, what kind of traditional culture will be excavated by tmall to help it radiate new vitality, which is expected.