Adhere to cultural confidence and forge national fashion brands–2021 Emerging Brand Marketing Conference was successfully held
The rise of new domestic products is accelerating, and a number of emerging brands have emerged from the cocoon, taking off the labels of “low price”, “inferior quality” and “copycat”, and are growing into benchmarks for domestic products. What exactly is “new” about new domestic products? How “high-powered” is the quality? How does the apparel industry explore new trends and new measures when facing new opportunities and challenges? A grand event on brand strategy innovation gave the answer.
On the afternoon of October 21st, the 2021 Emerging Brand Marketing Conference was successfully held during the Fashion Festival. The meeting was chaired by Zhao Yabin, deputy secretary-general of the China National Garment Association, and invited Zhang Yong, founder of Baixiao T brand, Wu Yue, key account manager of ByteDance apparel industry, and Uncle Chao, the godfather of extreme sports in China, to give wonderful keynote speeches.
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Zhang Yong, founder of the men’s clothing brand Bai Xiao T, took the stage to share the theme, presenting a panoramic view of the operational logic behind the new domestic brand. At the same time, he released a new product launch conference of “Technology Redefines Clothing”, which for the first time combined the innovations of the national key laboratories. The results were moved to the conference site.
A large number of clothing new products made from “black technology” new materials that have never been used before, surpassing The imaginary way was unveiled and the mystery was unveiled – using aerogel, which is one of the top ten new materials in the world, to create a “space suit” for the Chinese people; T-shirts that are anti-fouling, oil-proof and waterproof; made of metal phase change materials High-tech insoles that absorb and store energy and release energy; allow you to walk for 5 minutes to warm up in the cold winter; use 3D technology to print down down into knitted fabric long-sleeved T-shirts… …The shocking “black technology” experiment was directly witnessed on site, and the explicit technology visible to the naked eye was presented to the public, allowing the public to try it on and experience the incredible “future clothing technology”.
At the press conference, Zhang Yong believed that the world’s great companies are all because of their products. New domestic products should not only consume the “patriotic feelings” of Chinese people, but also stand in the perspective of “international standards” and use beautiful products with “high technology, high appearance, high quality, and high social currency” to bring users beyond their expectations. Quality and experience have won the full trust of domestic consumers.
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Subsequently, Wu Yue, key account manager of ByteDance’s apparel industry, shared the traffic strategy of Douyin Live. He said that Douyin uses lens language to record stories, and the entire media form has undergone changes. For example, experience has become a new scene, consumption has ushered in new channels, the ecology has ushered in new cooperation, and brands have also ushered in some new position, many national fashion brands similar to Bai Xiao T have also been formed on the Douyin platform.
What is Douyin’s market data? There is also a direct relationship between live broadcast advertising consumption and natural guidance GMV. Fluctuations in consumption can directly drive changes in GMV. This peak should be a sudden peak in consumption, which directly drives the increase in GMV. Whether it is a single customer or Douyin’s overall data advertising consumption, there is a positive correlation with GMV. If a brand does not have its own fans, it will be difficult to survive for a long time without highly sticky fans. Make matryoshka dolls through a commercial model. There is no way to break the circle, what should I do? You can use part of the commercial traffic to increase the traffic of the live broadcast room. Only when the live broadcast room is enlarged can the weight of the live broadcast room be increased. After increasing the weight of the live broadcast room in the four dimensions, using a larger part of the commercial traffic will naturally leverage more live broadcasts. Recommendations, more organic traffic.
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Finally, Uncle Chao, the godfather of extreme sports in China, interpreted the trend culture at the press conference. Fashionable brands originate from extreme sports. Fashionable brands are connected with street culture, such as hip-hop, graffiti, pick-up, parkour, as well as surfing, skateboarding, and snowboarding. Among the trendy brands, Stussy is a brand from Southern California.
The genes of fashion and street culture are six points: respect, innocence, gratitude, enthusiasm, freedom and rebellion. Is our brand respected? Is there innocence? What is innocence? The manager of a foreign fashion brand believes that this is the future direction, and we have been playing with it. We are analyzing big data, so we have no soul. The foundation of the national trend is respect, innocence, gratitude, enthusiasm, and most importantly, China’s 5,000-year-old Chinese culture.
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