China Tide Card, Bonus Period Come?

"Distinctive and self revealing" is the cultural core of the tide brand. In the eyes of fashion trends, a brand with individuality, an attitude or creative graffiti represents their unique thoughts and attitudes. The tide brand originated from the street culture, such as American skateboarding, hip-hop, surfing, basketball and graffiti, which emerged in the 60s of last century. After half a century of development, the tide card has entered the field of daily life. The original, symbolic brand that publicize the designer's unique attitude towards life can be called "tide card", and products are also expanded from clothing and sports shoes to the fields of beauty, fashion, food and so on.

Tide card entered China for 20 years, the earliest gathering place in Hongkong. As a shopping paradise in Asia, Hongkong brings together the most classic and most popular brands and single products from Europe and Japan. Hongkong has become a tourist destination for fashion fads in the mainland. After 2000, the trend stars opened their own shops in Tongluowan and Mong Kok, such as Edison Chan's CLOT, Li Chen and Willber Pan's NPC, Sam Lee's SUBCREW. Although these people have their own aura of stars, and constantly promote the culture of tide brand, at this stage, the tide card still stays in the niche. In 2011, with the popularity of the Internet, self media and social application software, young people are increasingly keen to show their attitude towards life in social media. Tide cards become their expression of their own identity, and tide cards are in a blowout growth. In the past two years, Chinese hip hop, "street dance", "hot blood Dance Troupe" and other street style variety shows have attracted a large number of young people in China to pay close attention to the tide card and their fanatical pursuit. The hot demand of consumers has triggered a new round of development of the Chao brand industry in China.

The tide of the country, that is, the local fashion brand, must have the Chinese culture gene, and must be integrated with the current trend and fashion sense.

With the rapid development of China's consumption upgrading, cultural industry and e-commerce, the local tide brand has been highly praised by young people in close proximity to Chinese culture and lifestyle and affordable prices. In 2018, known as "the first year of national tide", Lining, a veteran sports brand, launched the "Enlightenment" series in the fashion week of New York. It made the Chinese elements "red and yellow match" to create the trend of retro fashion and was welcomed by consumers. In those days, "double 11" won 360 million yuan of sales. In the same year, the Imperial Palace and Ryan Bai Yan jointly launched lipstick, and OFF-WHITE jointly launched the "return to the sky". Once the product was launched, it was sold out. The enthusiasm of consumers seemed to see the arrival of China's tide brand bonus period.

In the bonus period, how to secure dividends and get further development is the key to brand culture. In the Oxford dictionary, "culture" is the intellectual level of civilization, especially the input of things or professions. Raymond Williams believed that culture is a special way of life and specific values. Brand culture is the specific meaning and value shared by brand owners and users. Brand culture can create brand belief and form strong brand loyalty. The foundation of the tide card is unique personality and the manifestation of the lifestyle and values of the local culture.

Take the SUPREME, the STUSSY of the US tidal wave originator and the scramble for thousands of people, for example, they are regarded as authentic lineage by the followers, because their brand culture is closely related to the street culture of the birthplace of the brand.

For example, STUSSY came from surfing culture in the United States. It combined with graffiti culture to express the way of life in southern California.

SUPREME was first built in the Lower East city of New York. The area is known as the starting point of street culture in the world. SUPREME combines Hip-Hop with skateboard culture to become a symbol of New York street culture, especially skateboarding culture.

There is no street culture in China. The brand of national tide seeks to differentiate the brand culture and product innovation with Chinese culture. Edison Chan, CLOT, occupies a place in the world tide brand circle with the strong Chinese style in design. In 2006, CLOT * Nike Air Max 1 NL "Kiss Of Death", the Chinese muscle element "Yongquan point" into shoes, created the first of the Chinese wind design, can be called the classic in the history of shoes. Lining, with Chinese classical culture as the background, has launched "enlightened Dao", "Feng dance", "Tibetan Yi" and other theme merchandise. The products use ink, blue and white, dragon and Phoenix, New Year pictures and other visual elements to get Chinese cultural identity.

The trend is closely related to social culture and mobility, and we need to constantly understand the thoughts and attitudes of consumer groups. After studying the brands that have long been consumer support, Douglas B Holt of University of Oxford has proposed that the most powerful brands are those that can accurately judge social culture. They know where the needs of the society are and understand the changes in the demands of consumers' ideology as the social environment changes. The tide brand gene comes from the street. The current consumers are mainly after 90 and 95, with typical sub culture (Sub-cultures) characteristics. In the modern society, popular culture occupies a leading position in the society and has cultural hegemony in the mainstream culture. Youth is the loudest and most noticeable part of society. In their adult process, they try to challenge and subvert the dominant culture "leadership" [1] in their own way of life to attract social attention. Like Shawn Yue's brand MADNESS, the brand slogan is "Free Your Madness" to release your craziness. The brand objected to the rationality advocated by modern society, and advocated releasing the madness and catharsis, thereby alleviating the depression brought by society to the youth. Buying tide brand is to pay for the "identity" of group culture. Tide card is the clothing language of youth groups fighting against the mainstream culture, and is the symbol and characteristics of mutual recognition among their groups. Through tide cards, on the one hand, young people can realize the adaptation process of individuals and the whole community; on the other hand, realize the socialization of individuality and gain a sense of security and identity in the community. Therefore, buying tide cards is not a purely functional purchase behavior, but a sense of belonging of young people seeking spiritual culture. Whether we can grasp the change of youth ideology in different periods and publicize the cultural value behind their brands will decide the success or failure of tide brands.

From the above analysis, we can see that the rise of national tide in recent years is inevitable. It conforms to the characteristics of Chao brand local culture, and also meets the needs of consumer groups for social culture. As our country grows stronger and stronger, the people's sense of national pride continues to grow. Young people are no longer confined to the necessities of life. Instead, they want to express their modern culture and pursue a way of life and life. In Europe and America, the tide brand has been incorporated into the capital, moving towards a more high-end and more commercial field, away from the ordinary consumers, becoming a showcase and class differentiation tool. The tide has copied the original mode of the overseas wave brand, and has won the attention and interest of consumers with the price of the people, the style of personality and the cultural symbols of the country.

But it is worth noting that the brand name of Chao brand is personality, and it is also a kind of cultural output rather than a patchwork of Chinese elements. If the brand does not convey the core brand culture, it will only result in homogenization and low quality competition, and let consumers fall into the fatigue of aesthetics.