In the Chinese apparel industry, many brands will put their eyes in the new fast products, quickly please the young consumers, so I ignore the cultural value of Chinese brands, in fact, the national tide is in the face of the current market development, thinking needs In-depth. Today, overseas fashion brands have turned sharply in China, like Zara, C & A, and GAP's current situation is not optimistic. These brands who have maintained high performance growth in the Chinese market have now been dissatisfied with water.
In fact, the problem of summary is still more, but one of the core issues is that these brands pay attention to the "fast" speed, but neglect the appeal of China's universal generation to China 's cultural value. The strong rise of the national tide brand has formed a siege, and it seems to have mastered the secrets of the current China's young consumer market.
But behind the brand, what kind of strategy should the real national tide brand run?
01 national tide should have "high level"
It is now possible to give consumers "high-level" brand will not only pay attention to the current trend and short-term interests, but in China's cultural and aesthetic system, it is built with its own cultural value and spiritual height.
The traditional national style culture is the huge treasure house of this construction. It is necessary to know that the young generation is highly enthusiastic about the national style culture, and there is data show that the traditional country style documentary has a 73% viewer in young people.
As the national style cultural products continue to appear in the multi-area of film and television, audio download, fashion, "China Wind" has formed a unique "advanced" cultural label. The local apparel brand should focus on the "high level" around the national style culture.
Count the hotspot IP, such as the Forbidden City has become the "super network red" in the current young generation, and the national IP of the hot search will always attract eyeballs for a hundred hot search.
However, it is necessary to think that the clothing brand is thinking that the design is not simple symbolic use, and it is necessary to learn the beauty from the depth of the details, so that the clothes will express the whole brand's consciousness. It is also known that the national wind costume is highly penetrated in the young generation, and it is also the consumer main army of cross-border. The young generation of independence values of national style culture provide high-level high-efficiency pathways to local brands.
02 national trend is more "not cold"
Advanced feelings do not represent "high cooling", but "high and not cold".
More and more young people pay attention to the more advanced changes in branded products, but it also attaches importance to the product more demand for real life.
For young generations, it is necessary to continue to get them, the original is the first, followed by the continuous improvement of the performance of the product.
Therefore, in addition to the high-level sense of national style culture, the apparel brand is more likely to "not cold", which integrates Chinese cultural elements, and integrates the young generation. Life daily.
In addition, the pricing is still focusing, and the cost-effective and low price cannot draw an equal number.
A deep fusion country style and a cost-effective original product, consumers have their own measured standards, only need to build their brands.
In the face of increasing competitive stress, the new path of national tide brands should be a "high and not cold" brand concept. Through the integration with Chinese traditional culture IP, the conversion is based on the aesthetics of Chinese culture, and jointly build a national cultural identity in the new generation, and continuously enhance brand cultural value and mental power. Secondly through originality, culturality, it can be cut into true national tide.
The brand can maintain "new", more important, more importantly, the idea, planning, marketing, etc. "New" around the product. Not only is a high-level sense of brand with national style culture, but also in the actual calendar, our brand will go out of the new route.
The rise of the national tide 
