National Champion, Happy Crash Shirt

A few days ago, it was revealed that the key financial data of the second quarter of fiscal year 2019 announced by Hanes Brands, the famous sportswear brand Champion brand, the underwear and sportswear manufacturer of the United States, and Champion brand global sales increased by over 50% (excluding the traditional US mass market channels), and achieved eight consecutive quarters of two digit strong growth. Its strong performance promoted the sales of the sports apparel department of the company increased by 10%.


Perhaps the data is abstract, and the actual scene is more convincing. Pay attention to people around you. Do you have many French logo? Yes, I do not know when to start, the whole nation Champion up.


Champion, of course, has become a marketing case for brand organizations to be keen on analytical research. However, sometimes, it is not only necessary to study how to do brand, but also to study what consumers think.


What do consumers think?


Happy crash shirt


Personality, aesthetics, self... It is said that the consumption concept of the contemporary society has been upgraded to a completely new stage. The era of crash shirts with white shirts and white shoes should be a past tense, but it still happens that the whole nation is Champion. In September 2017, the first entity store in mainland China was opened in Hangzhou, and then swept across a number of second tier cities. Last September 10th, Champion opened the first flagship store in Sanlitun in Beijing's fashion landmark, perhaps the reason why Beijing has seen such spectacular spectacles recently. Not only in Beijing, but according to media reports, Champion's revenue boom after Nanjing's opening is already known in the industry, and a large number of consumers are seeking overseas purchasing.


According to the news, in the second quarter, Champion grew in the markets of North America, Europe, Asia and Australia. The retail business of the Chinese market is constantly adding brand stores. The brand parent company Hanes Brands also added a retail partner to accelerate the expansion of stores and online sales in 2020.


Recent similar but more exaggerated cases are also known as UNIQLO's joint T-shirt with American artist KAWS. So that a period of time after the incident (UNIQLO has not yet issued a notice before replenishment), walking on the road if you see someone wearing this paragraph, will not be able to agitate a very split heart OS: "this can also grab the cattle!" Or "7... Imitation? "


Attention seems to have failed to focus on products and their design.


Embarrassment of dislocation


Just as the divine comedy is still established, the above cases do not seem to be abrupt. Of course, there is no love without reason. There is always reason to be a street cleaner. The charm of brand can not be denied. This is the foundation. It can be seen that many commercial organizations are committed to digging up what Champion has done in the past few years, and thus have such strong brand awareness and market hunger in China's super economy.


There are articles that summarize the success of Champion: "it does not have the impression that traditional sports brands are too athletic, and is different from traditional sports brands such as Nike. In the current fashion world of Chao" rule ", Champion neither takes the high-end route of Off-White, nor does it engage in the hunger and thirst marketing of Supreme; it is designed to be concise, the main foundation, and the price is close to the people, plus the star" take the goods ", so that Champion can be logical to become the first choice.


The analysis seems to be in place. But for consumers, which brand of powder really needs a reason?


Just like the logic of "I love you and have nothing to do with you", maybe it's just a feeling, an emotion, a kind of... Conformity.


The study of consumer psychology theory will have a very interesting finding: conformity and difference are the two major consumer psychology. Among them, "conformity" is defined as imitation and blindness. To some extent, it answers the above questions: May I be embarrassed when I wake up in public champion?


This kind of psychology and the resulting consumption behavior directly result in dislocation. Meeting a right person at the wrong time is often used to describe the dislocation of a relationship. The dislocation of brand relationship with consumers often makes each other very embarrassed.


The national champion or the collective "UNIQLO X KAWS", the reality is spectacular, but it can not be avoided. Because any brand has its own consumer group positioning, it also determines who is suitable for each brand and who is against it. Vision does not lie.


To win business, we need soul mates.


The relationship between brand and consumer is very much like a lover. When the hormone is connected, how does the viscosity of emotion keep? So there is the word soulmate soul mate.


A real paragraph is very referential. A Chinese student studying in Japan, Tucao, was asked by tourists to "buy Sichuan Linglong Ling" where to buy it. The Japanese designer is not only misunderstood, but I'm afraid his works have been misread. Wakubo Rei is regarded as one of the biggest revolutionaries in the fashion world. His works are more suitable for appreciating rebellious spirit and expressing feminism rather than pursuing the current trend. This may be the problem that many brands are facing: do you know me?


Some comments have analyzed that the reason behind the "X KAWS" joint T-shirt looting incident probably lies in the value judgment. DIESEL, Levi 's, Marc Jacobs, Air Jordan, Dior... KAWS crossover joint names are mostly international brands. To a certain extent, it seems to imply that the value of 99 yuan and UNIQLO joint T-shirts are "super value". In contrast, the KAWS who is born in the street graffiti culture is exactly who is the image of the double skull, whether the taste is right or not, and so on, but it is not important.


The success of business is, of course, all brands aspire to. However, they will still crave more, such as soulmate, those consumers who are able to achieve spiritual resonance with themselves in the same channel.


It sounds a little hypocritical. But you don't care about consumers' purchasing motives. You are happy. How you are right to please the marketing is still in the urgent need to upgrade. If you understand me, you can understand me a little more. When brand is more focused on communication with consumers, effective relationship and dialogue will be formed, and the relationship between them will be more benign and truly lasting.


Meeting the right people at the right time is not only a lover's hope, but also a brand's dream. The ideal state is probably: standing in the consumer's perspective: loving you is not unreasonable; standing in the brand's perspective: if love, please love deeply.