Creative sharing of packaging cases on the resurgence of the national trend (?2?)

Speaking of Li Ning, he is a brand that has a mixture of love and hate. Love is because he has a different feeling for him, and hate is because he feels sad that the previous Li Ning products did not have breakthrough development. Back then, Li Ning was a leader in tier 18 urban and rural areas, and was known as the favorite brand of straight men.

In the past few years, Li Ning, which swept the countryside, disappeared and started a large-scale store closing trend... Outsiders thought that this brand would end here, but who would have thought that Li Ning would suddenly become a model of national fashion? ? I never thought that the “red and yellow” color scheme could be so fashionable.

Since 2016, Li Ning, as a representative of the "national trend" style, has been trying to inject the "Chinese style" design style and the iconic elements of "Chinese Li Ning" into trend culture.

This has a lot to do with the catwalk show at New York Fashion Week in early 2018. With the theme of "Enlightenment", this show not only uses the traditional Chinese Su embroidery techniques, but also Li-Ning's "red and yellow" 1992 Barcelona Olympic Games awards uniforms to create a more fashionable style and successfully integrate with international standards.

"Domestic products" Li Ning has also changed its stereotype in the minds of young consumers and has become a high-quality representative of "domestic products". This show is inspired by the founder, "Prince of Gymnastics" Mr. Li Ning and his outstanding achievements in the sports world, and perfectly displays the image of "China Li Ning" through clothing aesthetics.

Using "past, present and future" as clues, adhering to the spirit of "self-examination, self-enlightenment, and self-creation", Li Ning Design interprets Li Ning Design's interpretation of the Tao Te Ching's "Tao can be Tao but is not Tao, and what is famous is not famous." "The journey of "enlightenment".

In the 2020 spring and summer products released in Paris, France in June 2019, Li Ning gave up the already recognizable "China Li Ning" slogan elements in the design, and instead drew inspiration from table tennis and other sports. Draw inspiration from it, and use a more restrained traceability technique and fusion mentality to integrate retro and futuristic feelings.

This is another bold attempt by Li Ning to explore the advancement of "national fashion" clothing culture and express itself in a younger and more fashionable language.

The reason why Li Ning is able to build its products into a national trendy brand is because it breaks the traditional and boring domestic brand image and embraces popular culture with design.

(The "Super IP Evolution History" of the Forbidden City is the development history of "National Trend" in the new retail era.)

Next, let's share another "Super IP Evolution History" that has been very popular recently. "National Trend" products are bound to be associated with the Forbidden City. As the "No. 1 cultural and creative IP on earth" in the mouth of marketing experts, because the Forbidden City Museum is currently one of the few complete ancient palaces in the world, the connotations contained in the Forbidden City are truly profound. sense, making it impossible for people to simply define it with a single concept such as landmarks, attractions, brands, etc.

When talking about the “national trend” and “younger” transformation of the Forbidden City, one cannot fail to mention Shan Jixiang, the former director of the Palace Museum. When openly discussing with the outside world how to promote the Forbidden City to reach young people, Shan Jixiang has his own set of "renewal" rules. He believes that if you want to make the excellent traditional culture sleeping in museums loved and accepted by young consumers, you must first get in touch with them, "Wherever the young people are, the Forbidden City is there, and deal with them in a way that young consumers like." .

So, from taking office in 2012 to leaving in 2019, Shan Jixiang and various teams under the Forbidden City "brought Yongzheng to be cute" and built an Internet celebrity cafe with the "Thousand Miles of Rivers and Mountains"... ·These iconic and trending events have changed the stereotype of the Forbidden City in the public mind.

With the 2022 Beijing Winter Olympics approaching, ANTA and the Forbidden City have joined forces to create this special edition of the ANTA x Winter Olympics licensed product Forbidden City. In terms of color matching, the special model is consistent with the main color of the "Winter Dream" emblem of the Beijing Winter Olympics.

Blue symbolizes dreams and future, while red and yellow represent the Chinese flag, as well as the golden atmosphere of the ancient palace walls with red tiles and tiles.

Some of the initiatives made by the Forbidden City and its partners have caused changes in the trend of the Forbidden City and even changed the preferences of many consumers. For example, the “Forbidden City Lipstick” series of products launched at the end of 2018. After its launch, the sales volume was a huge sensation, and consumers rushed to buy it. This shows that the national trend is a new economic model under the culture.

Although it is a cross-border collaboration, the Forbidden City and Li Ning have maintained a bottom line: they remain true to their origins. In other words, no matter how it changes shape, the Forbidden City is making a fuss around its own palace and profound culture, and every product has the mission of spreading the "national style" from the Forbidden City.

In the same way, Li-Ning also clearly demonstrates Li-Ning's brand and its underlying sports at various moments.

1. Visual upgrade

Starting from the early portability function, packaging has fully evolved into today’s modern packaging that integrates display, portability and promotion. The visual upgrade plays a big role, and the style of the pattern has a diverse body.

For example: from ins style, Chinese style, old Shanghai retro style, old Hong Kong style, etc.

Ins style tends to be trendy, Chinese style is more diversified, old Shanghai retro style is more refined, old-fashioned Hong Kong style is rich in colors, etc.

The improvement of aesthetics is driving consumption upgrades. Consumers’ requirements for Chinese holiday packaging are no longer just about atmosphere and class. In the past few years, e-commerce platforms have frequently built platforms for domestic products, which has led to the rapid growth of many design companies. At the same time, they have paid more attention to the cultural aspects of product packaging. In the past two years, e-commerce platforms’ Creation Festival has made Guochao cultural and creative packaging design become a Internet celebrity.

For example: Miaoshou Resurgence, Oriental Creation, Forbidden City Cultural Creation, Dongtang Culture, etc.

The current society is following the "national trend" trend, but it has become a rule: when a trend becomes popular, many people often follow the trend and shout slogans. Some even do not know what "Chinese culture" is. " Symbols, some are imitated by Handan, and some are imitated by Dongshi.

Because designers lack cultural heritage, they have a far-fetched understanding of some "national trends". The designed works are not Chinese cultural elements at all, and only focus on national style elements and feelings of domestic products on the packaging. .

Some popular products are copied and over-marketed, which are far from their true historical connotation and cultural flavor. These discordant notes are destroying the ever-increasing movement of the “national tide”.

The concept of "national trend" is spread all over the world. Every country and nation has its own different cultural spirit, accompanied by its own form of expression.

At the same time, we should pay more attention to the cultural spiritual connotation carried by the products. As long as the works are permeated with Chinese cultural factors and do not stop at the surface and become mere formalities, but explore and discover the essence of tradition, it is A response to the concept of "national tide".

It should represent the trend of Chinese culture, Chinese art, Chinese aesthetics, and Chinese spirit.

Driven by interests, many businesses do not increase investment to essentially increase the "national trend". They just hope to gain popularity, make quick money, engage in plagiarism, and produce shoddy, low-end "national trend" products. ” products and “demonize” the national trend concept.

Different from the "pseudo national trend" and "low-end national trend", the two major routes of exquisite "national trend" and high-end "national trend" are to tap the value of domestic products and protect domestic brands, so that the market can Only when prosperity continues, the "national trend" will continue to surge. This is the development direction that future designers should position.