What can be called a national tide?

National tide is the combination of country and tide, tradition and modernity. With the rise of the national tide, comfort and freedom have become the core of current design, and fashion clothes made of these elements are no exception.

In order to cater to the diverse lifestyles of contemporary people, the design combination of different contours and fabrics also provides diversity for clothing. The trend of Oversize has officially returned. Pop idols are also chasing the trend of big silhouette. Whether it's a coat, a sweater or a sweater, Oversize can be seen everywhere.

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2065438+At the beginning of 2008, domestic sports brand Li Ning landed in NY Fashion Week with T-shirts and enlightenment shoes printed with the words "China Li Ning", which caused a sensation in the industry and was regarded as the beginning of the "new national tide" movement.

Since then, domestic clothing brands such as Anta and Xtep have successively landed in Fashion Week, pushing the topic of "new national tide" to the peak in one fell swoop. These old domestic brands, which were once considered "cheap" and "old-fashioned", began to be loved by young people, and generate once again showed amazing vitality.

Many people seem to forget that just a few years ago, Li Ning was still mired in mud. Since adjusting the brand strategy and taking the high-end route, Li Ning has suffered losses in 20 12-20 14 for three consecutive years, with a cumulative loss of more than 3 billion.

Coincidentally, 20 12 is also a gloomy moment for Xtep, another domestic brand that is highly sought after today. This year, its performance began to decline year after year. At the most dangerous time, the total number of stores dropped from more than 7,500 at the peak to 6,000.

The gorgeous turn of Li Ning and Xtep is only a microcosm of the transformation of domestic clothing brands. At present, Alibaba Cloud's cooperation list has included Red Dragonfly, Youngor, Qianbaidu, Taiping Bird, Belle, Mason, Anta, Hongxing Hongxing Erke, Hot Air, Fast Fish, Manifen and Jordan Sports, and most of them are domestic brands with decades of history.

Time has passed, but instead of getting old, they have set off the banner of "new national tide" driven by new technologies. This may be the charm of business.