National Brand: New Domestic Products Represented By New Manufacturing

National tide is a noun consisting of "state" and "tide card". Ta is consistent with Chao brand, which integrates the design styles, personality and life attitude of various countries' designers.

In recent years, the national tide circle is very lively: from the white rabbit lipstick lipstick, the back power shoes again popular, the morning stationery and Peking Opera marries to the people's daily to take out the T-shirt...... A strong "national tide" prevailing in the current.

In addition, buying domestic goods, using domestic products, and drying Chinese products are popular among many young people, and gradually become symbols of personality, taste and feelings. Trembling data show that as of April this year, the volume of domestic brands increased by 807%, and the volume of transmission increased by 188% over the same period last year.

How does the new product represented by new manufacturing frequently brush up? How exactly is it going to detonate the trend and integrate with the world trend?

Know how to tell a story to young people.

In 2018, Lining (demand area: 100-300 square meters, has been stationed in 355 shopping centers, planned to open 300 this year), old white deer sedan and other old brand renaissance. Zhong Xuegao, particle craze, Home Facial Pro and perfect diary and other kinds of cutting-edge brands are emerging. With the high performance price ratio, product quality and design improvement, this kind of local brand is washing away the low-end and "cheap" labels, and is recognized by more and more consumers.

In order to get the attention of young consumers, chao chao brand usually needs to create a more personalized and influential image.

Therefore, storytelling is the key to establishing emotional connections with brand target consumers. Moreover, this way can further help the brand "cheap" label, and is recognized by more and more consumers.

For example, the hundred antelope, the brand has always been "young", but also learned to tell stories with young people in the way of grounding. Take the "crossing" of the Han Meimei's run, for example, this advertisement conveys the theme of "being yourself" that can best resonate with young people in the form of "traversing". Although the 6 minute short film appeared only in the last sentence of the end of the film, the way of playing the emotional card has won acclaim. Many young women are sucked up by the flying deer.

In addition, the hundred antelope also strongly "invaded" two times. For the 90, 00 and two people, the crossover launched Luotian limited products, its copywriting "willing you to be single handedly can also be beautiful face", it is the product function and user psychological appeal has made a good combination.

In the course of development, the red flag of the traditional domestic automobile manufacturers gradually changed the solidified image of the past. Taking the "Shang Zhi Yi" as the core, the Chinese new noble and exquisite doctrine has become the benchmark of classic brand revival. Besides, the red flag has also crossed the Lining dress custom red flag themed sweater, attracting the eyes of the young group successfully.

And perfect diary almost every product has its own story, just released the floodlight series perfume, perfect diary, specially invited the famous Japanese director Shunji Iwai to palm the mirror to present a story about smell and cure. The whole movie takes the theme of daydreaming as the main theme, with white flowers as an important image and symbol, showing a continuous overlapping of dreams.

A new interpretation of brand culture

Any industry may become a "national tide", and the "national tide" is based on the expression of Chinese culture in a new way. With the 1990s becoming the main force of the new generation of consumption, the return of traditional culture and the increasingly strong sense of pride of the public towards their own national culture are driving the rise of the "national tide".

Because of this, more and more domestic brands choose new interpretations of brand culture through different ways, so as to give young consumers a refreshing image. For example, Lining, bostin (100-300 square meters, 100-300 square meters, 117 shopping centers, 300 plans to open this year), with the fashion week, the Ta posted the label of "the tide of the country", and completed the transformation of the traditional sports brand to the "country tide" brand.

Not only fashion brands, but also other brands. Seeing the new tea drinking craze sweeping the country, the white rabbit toffee is not to be outdone. At the end of May this year, the white rabbit tea shop was launched. However, this milk tea shop is "limited" and the opening time will end in August 18th. In the way of keeping close to the young consumers, the white rabbit milk sugar has always maintained enough eye attraction. Meanwhile, it also makes the products with "Chinese elements" become the new market favorites.

The brand mentioned above has gone through the "marketing dating", but through the different forms of national movement to carry out a new interpretation of brand culture, make the contrast brand feel accustomed to the brand, detonate a wave of attention, and then grow grass for a long time to form a memory point, and return to the public's vision.

In the case of national tide, everything can be united across borders.

As the tide hits the road, Chinese brands are playing the banner of "anti purchasing", passing the cross border joint names, changing the stereotype of Chinese products in our hearts and attracting a group of young consumers.

Last year, Luzhou Laojiao launched the same brand perfume, Zhou Heiya and Mary de Jia launched duck neck lipstick, six gods with RIO custom toilet water cocktail, white rabbit milk candy, Maxam joint candy tofu Lip Balm...... Wave after wave of cross-border good things, so that consumers alike, but also highlights the national old brand's strong tolerance and creativity.

This year, the crossover of the national tide continues to break down our wall: Yunnan Baiyao and Beishan package are the first to "cure all diseases", "cold acid", "Xiaolong Kan" to create "hot pot toothpaste", CHCEDO Peking Opera mask, hero ink and RIO to launch ink cocktail. And Tsingtao Brewery's first cross-border brand collection store in China, NPC, debuted in New York fashion week. It became the first beer brand to visit New York fashion week China day. Recently, the twelve hour of Changan has attracted many viewers' attention. As a famous brand of men's clothing in China, Li Lang is also closely linked to the "twelve hours in Changan" cross border joint name.

Nowadays, cross-border tide has already become a trend, and the cross border is becoming more and more extensive and the field is becoming more and more internationalized. On the one hand, it attracts consumers to experience brand service and understand the connotation of brand, superimpose creativity to add emotional value to domestic products, boost consumers' interest and confidence in Chinese local brands; on the other hand, through product innovation in cross boundary value, horizontal mining of brand historical context and vertical mobilization of mass collective memory brings flow to both sides of the brand.

Brand design plays the role of "Chao fan Guo Guo Feng"

Nowadays, after 90 and 00, they are living in the strong and prosperous nation. They have more and more national cultural confidence. They no longer regard the trend of the country as old-fashioned and traditional symbols, but rather an international cultural wave, a new way of life, or even a self expression of self-confidence.

Moreover, they have certain academic qualifications and cultural attainments, are keen on aesthetics and knowledgeable, and have more demands for product design. While the tide is based on the personal style of local designers, it helps to express the personality of consumers. Moreover, the design of the national tide also combines the treasure house of Chinese culture. Traditional elements are regarded as one of the main design languages, and are welcomed by the youthful young consumers.

Talking about Chenguang stationery, Ta accompanied many post-80s and post-90s students. At the end of last year, Ta came up with the fashion bazaar station, and produced a set of quintessence gift boxes. This series of gift boxes has four sections: "Sheng Dan, Jing and ugliness". The cover texture will re deconstruct the elements of Peking Opera, so that Beijing opera can be integrated with the modern design trend, so that more people can understand the Chinese opera again.

In May this year, Lining and the people's daily launched a series of fashion products, including hoodies and T-shirts. Dramatically, thirty years ago, the people's Daily published a piece of news about the design of Lining's trademark to the readers. After thirty years, China's Lining printed the people's daily on the clothes.

In the design, the two sides used their classic elements -- Logo, newspaper characters, and so on to display their own style. After the product photos were exposed, they quickly grabbed hot spots, which aroused great concern from netizens. Some people called it "old clothes for old cadres".

The brand image of domestic products has already left a fixed impression on consumers. Choosing the opposite way, breaking through the traditional image again and again, reshaping the product packaging image will naturally be favored by the market.

Flash, let the tide of the country live more and more young.

The flash shop is a brand guerrilla shop that does not stay in the same place for a long time. At present, the tide brand is very fond of testing the acceptance of the market through the flash shop mode, and finally communicating with consumers through the dissemination of brand younger.

In from November 23rd to 25th last year, the silver heron milk peanuts were rebuilt in Fuzhou's 54 North Taihe square line to rebuild the 1997 peanut soup shop.

This year coincides with the founding of 70th anniversary. In order to commemorate the third "China brand days", the people's daily new media launched a "national tide Pavilion" flash shop activity, which was launched in Sanlitun, Beijing. It integrated the elements of China's original national culture, traditional Chinese culture and art, and China's original brand.

In recent years, Lining, the brand of "chao chao", will choose "flash shop" to carry out "trial water" in some stores in recent years. In Qingdao and Chengdu, China Lining set up the flash shop on the theme of "ink and wash mountain", and settled in Harbin, Shenyang and Nanjing.

These domestic brands combine their fashion design products with the flash scenes, changing the brand image of consumers, and to a certain extent, brand new vitality.

Conclusion:

In fact, in the face of numerous domestic and foreign brand competition, the development of the national tide is at a critical turning point. If the national tide brand wants to truly stand out, it needs to further establish brand culture, understand the psychology of young consumers, design the fashion style, and detonate cross boundary flash marketing, and multifaceted brand new brand story.

In this way, the development of national tide will be worth looking forward to.