Is returning to the national tide an important magic weapon for some brands to come back to life?

The rise of the "national tide" wind, or the widespread spread of major traditional brands and media, has a lot to do with the catwalk at New York Fashion Week in early 20 18 and the domestic sports brand Li Ning. With the theme of "Enlightenment", Li Ning not only used the traditional skills of China Suzhou embroidery, but also made its best China element "red and yellow collocation" more fashionable and successfully integrated with the international community. At this point, Li Ning, a "domestic product", has also changed the stereotype in the hearts of young consumers and become a high-quality representative of the "national tide".

"National Tide" is a new cultural expression.

Regarding the concept of "national tide", most people simply interpret it as a fashion brand founded by local designers and managers in China. For example, CLOT, NPC, Stayreal and other brands founded by a number of domestic stars. The establishment of these street brands in China began around 2000. Although it has developed for more than ten years and has an innate "star" aura, it is still a minority. A variety show originated from 20 17, which really triggered a fashion brand widely sought after by domestic consumers, and brought it to the public's field of vision. It fused hip-hop culture and street culture, and successfully introduced Supreme and Off-white into China. Therefore, in the past two years, the domestic consumption of street brands has increased substantially, and the strong demand has further promoted the new round of development of domestic trend industries. New consumer market promotes the rise of "national tide"

Nowadays, "national tide" has become a popular pet in the current consumer market. The renewal and transformation of any industry cannot be separated from the decisive role of "people". An obvious fact is that the post-90s and post-90s have gradually become the main consumers of the new generation. Their cognitive ability to new things, their desire to try, and their flaunting of personality and self are stronger than those of the post-70s and post-80s, which also urges their consumption of a commodity to move from mass convergence to minority self. Judith Williamson, an advertising symbolist, once said that people are identified by what they consume. Therefore, the unique design concept of fashion and personalized design style not only highlight a certain culture, but also represent the unique attitude and lifestyle of "national tide", which is in line with the consumption concept of a new generation of consumers. In the past two years, the growth rate of China street brand market is three times that of ordinary brands, and the development of brands from luxury brands with social symbolic value to fast fashion brands with popular consumption to "national tide" with minority and individuality also means a fundamental change in consumers' needs and thinking concepts-that is, they are no longer limited to meeting life needs, but also satisfying a certain lifestyle and meaning.

At the same time, the return of traditional culture and the growing public sense of identity with culture have also promoted the rise of "national tide" to some extent. In recent years, China's traditional culture has attracted more and more attention. Whether it's poetry and songs, the national treasure of the Forbidden City or Beijing Opera, it has become a hot spot, even a trend. On the one hand, economic development has promoted the awakening and national pride of Chinese people, making them pay attention to the excavation and promotion of traditional culture, and promoting traditional culture in breadth and effectiveness through diversified media channels and marketing models, such as creating cultural variety shows such as Poetry Conference, National Treasure and visiting the Forbidden City. On the other hand, products with the help of cultural innovation, such as paper tape introduced by the Forbidden City and refrigerator stickers with various palace names, not only attracted the audience, gave them a sense of freshness, but actually spread traditional culture. For this reason, more and more consumers are willing to spend for traditional culture, and fashion products with "China culture" elements are increasingly becoming the style that a new generation of consumers are willing to use to show their individuality and create personal attribute labels. Take the makeup lipstick introduced by the Forbidden City at the end of last year as an example. Once launched, the booking volume exceeded 1000 in just one night, which originated from consumers' recognition of the traditional cultural value behind the product. It can be seen that culture can establish the connection between brands and consumers, and then let consumers find a sense of self-existence and group belonging in the consumption of culture.