Guochao clothing brand needs "high but not cold"

In China's clothing industry, many brands focus on rapid product innovation and quickly pleasing young consumers. Therefore, they ignore the cultural value that Chinese brands should have. In fact, in the face of the current market development, the national trend still needs to be deepened.

Nowadays, the situation of many overseas fashion brands in China has taken a sharp turn for the worse. The current situation of Zara, C & A and gap is not optimistic.

These brands that once maintained high performance growth in the Chinese market are now a little acclimatized.

In fact, summing up the problems at this stage is still multifaceted, but one of the core problems is that these brands only focus on "fast" style innovation, but ignore the demands of China's young generation on China's cultural values.

In contrast, the strong rise of Guochao brand has formed a siege, which seems to have mastered the customs clearance secret of China's young consumer market.

But behind the brand rejuvenation, what kind of strategy should the real Guochao brand run be a wise move?

National tide should have a "high sense"

Nowadays, brands that can give consumers a "high sense" will not only focus on the current trend and short-term interests, but build their own cultural value and spiritual height under the Chinese culture and aesthetic system.

The traditional national style culture is a huge treasure house of this construction.

We should know that today's young generation maintains a high degree of enthusiasm for national style culture. Some data show that up to 73% of the audience of traditional national style documentaries are young people.

With the continuous emergence of national style cultural products in film and television, audio and cultural tourism, fashion and other fields, the content of "Chinese style" has formed a unique "advanced" cultural label for the young generation.

Local clothing brands should focus on the whole link of national style culture to create a "high sense".

Count the current hot IP. For example, the Forbidden City has become the "super Internet red" in the hearts of the young generation. The National IP searched hundreds of times a year can always attract attention no matter what it does.

However, it must be worth thinking about the clothing brand that the design can not be simply symbolic, but also deeply absorb the classical beauty from the details, so that the clothes can express the ingenuity of the brand as a whole.

We should know that national style clothing is highly penetrated in the younger generation, and it is also the main force of cross-border joint consumption. The young generation's independent values of national culture provide an efficient way for local brands to create a sense of advanced.

The national tide should be "not cold"

The advanced sense does not mean "high cold", but "high but not cold".

More and more young people pay attention to the more advanced changes of brand products, but also pay attention to whether the products can better meet the needs of real life.

For the younger generation, to continue to win their favor, originality is the first. Secondly, we need to continuously improve the performance of products.

Therefore, in addition to creating an advanced sense of national style culture, clothing brands should continue to build the "not cold" of products, that is, integrate Chinese cultural elements, be more original and practical in design, and integrate the daily life of the younger generation.

In addition, pricing is still the focus, and high cost performance and low price cannot be equated.

An original product with deep integration of national style culture and high cost performance. Consumers have their own measurement standards, and only need to build the brand carefully.

Facing the increasing competitive pressure, the new path of Guochao brand should be to create a brand concept of "high but not cold".

Through IP integration with Chinese traditional culture, we can convey the aesthetics based on Chinese culture, build a sense of national cultural identity with the new generation, and continuously improve the cultural value and spiritual strength of the brand.

Secondly, through originality and culture, we can cut into the real national tide track.

What the brand can keep "new" is not only the new product, but also the "new" around the whole link of the product, such as the concept, planning and marketing behind it.

Our brand will not only create a high-level sense of brand with national style culture, but also truly catch the local atmosphere of the younger generation, so that our brand will go out of a new line.

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