The Next Trillion Trendy Market Tide Is Also Small And Difficult.

In the context of global consumption upgrading, Chao brand seems to be a Chinese youth. fashion The new favorite of consumption.

In recent years, tidal brand consumption has maintained a two digit growth trend in 2011. Tide brand market The scale is $60 billion, reaching US $about 200000000000 in 2017. Many public opinion thinks that behind the tide card is the next trillion market.

Although the trend culture has entered China for more than 20 years, it is the carrier of the trend culture. Tide brand market In fact, it is far from mature.

　 What is tide card?

For fashion lovers, brands that are independent spirit, attitude and unique design are all brands. But in the hearts of many enthusiasts, standing on the spire is still the US tide brand SUPREME, STUSSY, UNDEFEATED and so on. They are regarded as the most orthodox successors by the tide circle. The design concepts of these brands all come from the street culture in the United States. This culture integrates hip hop, hip-hop, skateboard, basketball, DJ and other elements, showing young people's pursuit of independence, resistance and individuality, and is a collection of youth subculture.

　　 Up to now, the development of tide brand has gone through four stages.

The 1960-1980 year is the sprouting stage, and the designers who love surfing and adventure are represented by Shawn Stussy. They add some elements such as skateboard clothes and tooling into their costumes, forming a unique style.

The 1980-2000 year is the golden period of development. The US soldiers brought the tide culture into Harajuku, and the godfather figures such as Teng Yuan Hao, Gaoqiao shield and Nagao Zhimin were born to promote the diversification of the tide brand.

The 2000-2010 year is the period of globalization spreading. With the economic development of Asian countries, tide cards first become the daily costumes of stars, and thus gradually become popular among the public.

From 2010 to now, the global tide brand circle is beginning to focus on the daily life, starting to integrate more modern spirit, with new cultural connotations, and not to stick to street culture, and begin to move towards the public.

　 　 More and more people buy tide cards.

In the eyes of young people nowadays, although Adidas, LV, GUCCl and other traditional brands and luxury brands are still in the scope of their hunting, they are becoming more and more popular.

According to Nielsen analysis of user big data, in 2017, the growth rate of Chao card consumption was 3.7 times that of the non tidal brand, and its growth rate reached 62%, while the growth rate of non tidal brand consumption was 17%.

Data from Ali also show that in the past three years, the tide brand market has maintained a continuous warming trend. In 2017, the volume of online Chao brand merchandise increased by more than 60% over the same period, and the consumption volume grew by 260% over the same period.

The main groups that stimulate the consumption of tide brands are mainly young people who are mainly after 95 and 00. According to CBNData's 2017 online fashion consumption trend report, the "tide card" preference shows the young people's pursuit of individuality and freshness, especially the "tide card". The younger the preference for "tide card" is, the more obvious the preference for "tide card" after 95 and 00.

For these rising fashion young consumer groups, they have not seen the big cards and luxury ornaments of tide cards, and have begun to put down their posture and tide brand cooperation: LV and Supreme's cross-border joint venture, Givenchy and Japan tide brand Rottweiler Contact issued a dog t-shirt and a sweater. Gucci It also played street graffiti and complex animal totem.

Where does attraction come from?

　 1, personalized demand erupts under the consumption iteration.

Under the background of the upgrading of consumption, the concept of consumer consumption has changed from material consumption to spiritual consumption, and the culture and identity of young emerging consumers are more valued by brands. Although there is no uniform definition for Chao brand, the success trend has its own philosophy and lifestyle. Authenticity and lifestyle are the core of the tide card, usually with obvious individualized colors, and have their own cultural foundation, ignoring others' opinions.

At the same time, these young people have the right to speak in fashion. They are both fashion consumers and fashion exporters. In the social context, they let the small wave business go to the public view.

　　 2. Rising tide man

Due to the accumulation of male wealth, social progress has made the social identity of individuals increasingly diversified. The richer social life makes men's demand for non essential substances increase and become the driving force for the rapid rise of male consumption in China. Whether online or offline, male consumers are increasing significantly, consumption categories are more diversified, and consumption quotas are closer to women.

In the past, regardless of tide or non tidal card, women have been occupying the leading position in consumption. And according to Nelson's survey data, the proportion of male tide consumers compared with non tidal consumers increased year by year. From 2015 to 2017 three years, men increased from 29% to 36% in tidal brand consumption.

　　 3, the promotion of idol stars

Celebrities are not rarely seen as tide makers, whether it is Shawn Yue's Madness, Hardy's black and white punk hardy hardy, Edison Chan's street breeze clot, or Jay Chou's Zhou style Phataci, in addition to its unique fashion taste, it also benefits from its fans' active pay and active dissemination.

According to RET Rui Yide, the 2017 China Star Store Development Research Report shows that clothing ranks third among the stars, second only to restaurants and bars. On average, there is a clothing store in every ten star stores. If we regard the star's public image as IP, tide card has become the most common and important component and expression of IP.

Embarrassment of tide cards

Tide card is always a door business. The cornerstone of business behavior is supply chain, capital chain, channel and so on. After that, the brand is built, but the most basic part is often overlooked.

Some of the tide cards that were once popular were hard to find and even shut down.

The New York brand Hood By Air (HBA), which had been exaggerated and printed for a while, announced the brand ceased operation in April 6th of 2017 this year.

Created graffiti style since 2006 Chao brand Original Fake It was completed in 2013.

Pyrex brand existed only about a year ago.

Even when the BAPE, which once dominated the global trend, was acquired by IT group in 2011. With the departure of Nigo, it lost the trust of Zhong powder.

Whether tide brand or fast fashion, commercialization must return to the essence of the clothing industry, and the clothing supply chain is relatively heavy, the inventory rate is high, the barriers are narrow, the channels rely heavily, and so on.

Net There are two dimensions of insight into tide cards. First, The development of tide brand market relies on phenomenal explosion, so it is very critical to continuously build the ability to explode money. This is not consistent with the development logic of the ordinary consumer goods market, but more like the development logic of the creative market. That is, the occasional exploding capability does not mean the long-term development of the brand. This is actually a probability problem. The capital side will pay more attention to the ability to continuously reproduce the explosive payment, or whether or not we have mastered some of the core of the explosive money.

　 Second The tide brand is the representative of minority culture. The minority means that it does not have the foundation of large-scale business. Once a tide brand chooses large-scale development after the appearance of the explosive money, it means losing the value recognition of the original core (minority) group, because once the popularity is lost, the individual culture connotation of the original tide brand will be lost, and the core crowd will abandon the mass brand for the absolute minority culture. This also means that the tide card can be cut into the market through the subdivision, and after the detonation, it will be popular. This is actually the two face of the coin.

In this sense, Supreme, Bape is no longer a typical tide card. After all, is the tide of the masses a tidal card?