The Rise Of National Brand Originates From The Unprecedented Patriotic Style

In the traditional impression of many people, "domestic" and "domestic" are always inferior to "foreign products" in high-end atmosphere, which is particularly prominent in the clothing industry. Take sportswear brands as an example. An ordinary T-shirt can be sold for more than 200 by foreign brand Nike, but Anta, a domestic brand, can only sell 80-90%. Should domestic brands always be inferior to others?

In 2018, domestic sportswear brand Li Ning appeared in New York autumn and winter fashion week with its "Wudao" and "China lining" series. With its unique Chinese cultural elements and original design concept, "Wudao" soon became "powder" after it was released. Many young people in China have expressed that "the original tomato fried eggs can still be so popular?"

Li Ning, who once had no relationship with fashion, opened the door of the new fashion of the national trend by relying on the "Enlightenment" with Chinese style. At this point, the national tide officially rose.

Tianyan searches for more than 7000 companies with the word "Guochao".

Why did the tide of the state rise?

In recent years, as a fashion trend, the national tide is frequently called by people, so what is "national trend"?

In a narrow sense, "Guochao" is "China Tide brand", which is a Chinese brand with Chinese fashion style. However, in a broad sense, "Guochao" is more like a kind of consumption concept. It can be a specific brand of Chinese tide, a cross-border product with Chinese characteristics, or an IP symbol containing Chinese memory.

In fact, there is no standard answer to "national tide". A thousand Chinese people have a definition of "national tide".

Why can Guochao impress the picky post-90s?

On the one hand, with the state's attention to national culture, traditional culture embarked on the road of rejuvenation. From the popularity of Chinese poetry conference to the popularity of Nezha's demon child, more and more young people feel the breadth and profundity of Chinese culture. In addition, under the influence of Sino US trade disputes and other events, Chinese people's sense of national identity and pride has been growing, and patriotism has become a cool thing.

The Chinese cultural elements and cultural connotations displayed by Guochao show a unique sense of fashion under the performance of modern fashion forms. Young people who pursue personality display are naturally willing to embrace and even praise Guochao products.

On the other hand, with the rapid development of China's economy and society, the basic material needs such as food and clothing are no longer the focus of Chinese people's attention. People are more eager to meet the spiritual and cultural level, which is fully reflected in the consumption concept of young people. The consumer groups in Z era not only care about the practicability of products, but also care about whether the products can meet their own personalized needs, show their unique trend attributes, so as to obtain more sense of belonging and identity.

American psychologist Abraham Maslow, in his book human motivation theory in 1943, divided human needs into five levels: physiological needs, security needs, social needs, respect needs and self realization needs. With the development of China, physiological and safety needs have long been met, and young people in Z era began to pursue higher-level needs.

The reason why Japanese and American fashion brands such as "supreme", "stussy" and "Miyake life" are loved by many young people is not only because their brand clothing looks fashionable and cool, but also because it contains the social and cultural circle of young people.

From the rise of punk culture in the United States in the 1970s, hip hop and rap culture broke through the traditional boundaries in the 1980s, and then the popular street skateboarding culture, the pop culture elements with historical characteristics in the United States have been integrated into various fashion brand clothing, and finally successfully continued to today. Countless young people who love hip-hop, skateboarding and hip-hop culture have found their own social trend circle through these fashion brands. They have a strong sense of belonging while meeting their individual needs.

Nowadays, the national tide makes the traditional Chinese elements collide with the modern trend culture, and realizes the integration of ancient and modern elements through the original design with attitude and personality. Compared with the foreign trendy cards with the core of black hip-hop and street skateboarding culture, is the cross-border integration of the ancient and the modern a new fashion brand culture with Chinese characteristics?

In this way, "Li Ning", "Anta" and other national fashion brands, no matter in terms of cultural atmosphere or personality style, seem to be no less than overseas fashion brands. Moreover, compared with overseas fashion brands, the prices of Guochao's clothing, shoes and hats are more in line with the consumption ability of the younger generation, and the entry threshold of the trend is lowered, so that more young people can pursue their own individuality.

How about the development of Guochao?

The clothing industry is the first to detonate the concept of "national trend". The reason is very simple. To judge whether a person is fashionable or not, you can see it from the clothes.

In 2018, Li Ning, who broke the old image of Chinese goods with the "Enlightenment" and "China Li Ning" series, fired the first shot of the rise of Guochao clothing market“ "Li Ning" shows Li Ning's understanding of Chinese traditional culture and modern street fashion trends from the perspective of sports. It shows the ancient Chinese culture in the way of modern trends. Through the collision and integration of the new and the old, Li Ning understands the trend of the new generation of young people and the charm of the national trend.

Subsequently, Anta, Tebu, metsbawi and other clothing brands have entered the national fashion field, trying to stand out under the pressure of international brands such as Nike, Adidas and supreme. Anta released a "happy not to go out of Sichuan" running shoes in 2020, which combines Sichuan mahjong culture elements with fashion shoes, and its unique mahjong color makes many young people shine. Later, Anta released the national flag sportswear for the 2022 Winter Olympic Games, integrating elements such as the five-star red flag and the Olympic Games, so as to show the world a better China.

Mets Bonwe is a deep excavation of China's traditional history and culture. It skillfully integrates cultural elements such as brush writing, Peking Opera facial makeup, and ancient architecture into the current popular clothing. With its novel design and artistic style with oriental aesthetic feeling, many post-90s and post-00s are crying out for "cool national trend".

In March this year, H & M issued a statement on its official website to boycott Xinjiang cotton, which led to the outbreak of the Xinjiang cotton incident. Subsequently, many foreign clothing brands such as H & M, UNIQLO, Nike, Adidas and other foreign clothing brands were pulled into the "blacklist" by the Chinese people, while the domestic clothing brands represented by Li Ning and Anta won the support of many Chinese people because of their support for Xinjiang cotton, which directly led to the consumption enthusiasm of domestic clothing brands.

The Xinjiang cotton incident pushed the national fashion clothing to the "crest of the storm", and more and more young people began to pay attention to China's fashion brand clothing. The change of consumption trend of young people is directly reflected in consumption data. According to the consumption trend of Jingdong 618, the overall turnover of Guochao sports brand increased by more than 100% from June 1 to 18, Anta and Li Ning became the national trend sports brands of ＊.

How to show the operation of fashion brand with buff?

In the current era of national fashion, in order to recapture the Chinese market occupied by overseas fashion brands, how should China's clothing brands make efforts?

First of all, fashion brand clothing must be original design with attitude, personality and thought, rather than the same product. The reason why chaopai is chaopai, first of all, should have its own unique design style in style and appearance. Chaopai is not only selling a piece of clothing or accessories, but also conveying a different understanding of the trend. Simply speaking, chaopai clothing should be "cool", and appearance is justice, which is more obvious in the clothing industry.

However, plagiarism has become a common practice in the field of fashion design in China. For example, last year, MetS Bonwe launched a sweater printed with "Chinese promising", which is similar to Li Ning's "China Li Ning" sweater. Except for the different characters printed on the clothes, other places are exactly the same.

Some shops, in order to catch up with the popularity of the national trend, just add some oriental cultural elements such as brush writing, crane and Xiangyun on the basis of Japanese and Korean fashion, and then a so-called Guochao clothing is produced.

In fact, this kind of national tide can no longer be called "tide card". It is more hyping the concept of national tide. Due to the lack of original design, clothing brands lack of recognition, and it is difficult to highlight the personality style. Moreover, the same clothing in the street is also easy to bump into each other. How can young people be willing to pay for it? In addition, a simple pile of national fashion elements is at most a cultural shirt, not a real fashion brand clothing, because it is difficult for young people to find a sense of belonging to the trend culture.

In order to become a real fashion brand, on the one hand, it is necessary to select the appropriate elements of Guochao to make them fit with the attributes of the products. Because the fashion brand clothing does not mechanically copy all kinds of fashionable cultural elements to the clothes, but the products themselves contain a certain kind of popular culture. The integration of the same attribute trend elements makes this culture continuously radiate new vitality.

Take the U.S. fashion brand supreme as an example. Behind its high popularity and commercial value is the epitome of decades of American street culture. The trend elements and product culture have reached a point of harmony. It is just in this way that supreme has become the object sought after by fashion brand fans all over the world.

On the other hand, the original design with ideological attitude can show these traditional cultural elements and modern fashion culture in a very personalized way, so as to tell the story of national fashion + clothing. Through bold and innovative original design, domestic sports brand Li Ning has realized the combination of Chinese elements and fashion clothing, which has brought different visual experience to the public, and thus opened the door of new fashion of Guochao.

Second, although Guochao has the advantage of high cost performance compared with Western chaopai, the product quality has always been criticized. Many young consumers are eager to support domestic products and national fashion, but they find that the style of clothing is very fashionable, but the quality is not satisfactory. Many post-90s consumers don't have any idea of buy back because of the problems such as uneven line, too many thread ends and poor fabric.

In fact, the post-90s consumers are willing to spend money on fashionable and high-quality clothing. For example, the products of American fashion brand supreme are often thousands of times, but they are still sought after by countless young people. If Guochao clothing brand wants to become a Chinese fashion brand, it should not only have its own core original design, but also do a good job in the quality control of the clothing itself and work hard at the details of the products. If you choose high-quality fabric, you should pay attention to the details such as cuffs, necklines, buttons, etc., and skillfully integrate the cultural elements of the national trend, which reflects the ingenuity and sincerity of the craftsman.

These years are the blowout period of Guochao, and the users of Japanese and American fashion brands are constantly losing. More and more young people begin to pay attention to China's fashion brand clothing. But at present, the so-called Chinese fashion brand clothing market is full of good and bad people, and the product quality and design are also uneven, which leads to the low brand recognition of Guochao clothing. In the trend circle, there is a view that "it is better to spend tens of thousands to buy supreme than hundreds to buy Guochao".

So how to break the dilemma of fashion brands? On the one hand, we should pay attention to the original design and product quality, speak with the products, and maintain the feather of the brand, so as to form a stable consumer group. On the other hand, do a good job in marketing, improve the brand's popularity and activity, tell the story behind the national fashion + clothing, let consumers start from appearance, and finally culture. Of course, the promotion of the brand can not be completed overnight, but as long as Guochao clothing brands persist for a long time, it is believed that it will eventually become the "supreme" in China.

Write at the end: according to the report "Baidu 2021 Guochao proud search big data" jointly released by Baidu and the people's Network Research Institute, the search popularity of "Guochao" has increased by 528% in the past decade, and now Guochao has entered the era of 3.0.

And as the leading national trend of the rise of the clothing industry, in these years also radiated new vitality. With the help of the national trend, many clothing brands seem to have got through the "Ren Du two pulse", learned how to grasp the consumption ideas of young people, and the brands have successfully realized the transformation and become more younger.

It is believed that the clothing industry, which has been in the forefront of the national tide, will continue to lead the tide in the future.