Is the national tide really popular? what do you think of it ?

The terms "hipster" and "trend" are very broad in Chinese, but what we often say now is "street trend" in a very narrow sense. In fact, it may be a Japanese Harajuku style in a narrow sense.

The so-called "tide", from the style of dress to the details of life, is an avant-garde minority, ahead of the contemporary trend, and is the pursuit of new life and avant-garde beauty.

Since the 1990s, it has been the golden age of Japanese street trends, and many well-known street brands have been founded, such as bape, neighborhood, wtaps, undercover, number (n)ine and so on. Japanese fashion brands are also influenced by Europe and the United States to some extent, from hippies to rock, probably because Japan was deeply influenced by the United States after the war. After Japan's economic recovery, young people have access to clothing culture. In addition to the added value that music brings to clothing, most "trends" originate from sports, basketball, baseball, skateboarding and so on. In a word, the combination of music+sports+street culture constitutes the trend we are now exposed to.

Everyone has herd mentality. One person said it was trendy, but we didn't think so. Two people said no. When we find that many people around us are saying that the stars on TV are wearing them, we may feel really trendy.

So, what is the "tide"? Everything produced in Hiroshi Fujiwara is very beautiful and special? Is Edison Chen's collocation really hot? On a large scale, "tide" is a spiritual pursuit and an attitude towards life. On a small scale, it is to dress and shine shoes, play and pursue happiness.

The literal meaning of "National Tide" is that all domestic tide brands are operated by China people, including CLOT founded by Edison Chen, MADNESS in Shawn Yue, StayReal in A Xin, NIC COMING in Jerry Lee and so on.

But when it comes to the national tide, it should be after Li Ning, who participated in New York Fashion Week, launched the "China Li Ning" series sweaters with the theme of "enlightenment", which made the national team's classic tomato scrambled eggs bigger and stronger.

The success of Li Ning's national fashion marketing has led other brands to launch their own national fashions, including Taiping Bird and Anta. The definition of national fashion is the abbreviation of "China Fashion Brand".

Speaking of the national tide, I have to say that the cultural creation of the Forbidden City broke the traditional shackles and became the most dazzling existence in the national tide.

The tide of the country has no fixed form. At present, China people's understanding of fashion is mostly related to foreign cultures, which is a lack of cultural self-confidence, but more and more China designers are looking for their own language in their own culture. After that, the tide of the country will be on fire!

Law of "national tide and wind":

1, there must be the word "national tide", otherwise others will not know that this is a national tide.

2. Be sure to wear a rockhopper

3, the lower body must be mixed, otherwise the "tide" is not prominent.

4, folding fans can not be less, otherwise there is no "national" atmosphere.

At present, all the national tide series photography in the studio follows the above rules.

More and more brands, both at home and abroad, are actively expanding the boundaries of the national tide. In fact, the tide of the country is always around us, and it is slowly reviving under the crazy pursuit of contemporary youth. National Tide is to rely on its own unique core, constantly develop its own creativity, and combine China's traditional culture with the most cutting-edge art. I hope that everyone will pay more attention to the design and story behind the national tide brand, instead of following the trend at will.

Nowadays, the phenomenon of young people chasing domestic brands makes people wonder, what is the "national tide"?

Literally, the essence of "national tide" is the fusion of national style and trend. Guo Chao brands are usually created by local designers or managers in China. They draw inspiration from traditional culture and add their own views and attitudes to the design. When the avant-garde ideas and profound humanistic details blend, the brand is naturally rendered with the color of "national tide"

Guo Chao's design is based on 5000 years of China civilization. Profound Chinese characters, far-reaching antique elements, nostalgic and retro elements of the Republic of China, unique printing elements and distinctive natural elements are the creative sources of Guo Chao brand. Xiangyun Ruicai, Rising Sun Dongsheng, Tulang, koi fish and Xiangkong, which are full of auspicious meanings, have been skillfully used in the design of domestic brands and shine brilliantly under the adjustment of the trend of the times. The national tide has become a brand-new cultural expression. Nowadays, more and more designers begin to pay attention to the traditional culture of ethnic minorities in China, and draw inspiration from national costumes for re-creation. The style of China fashion show has also become more diversified in the combination of tradition and modernity.

However, the creation of the national tide is by no means as simple as the traditional cultural image. Its birth symbolizes the fusion of old culture and new trends, minority preferences and popular habits, folk customs and internationalization waves in collision and conflict. In fact, the prosperity of national tide is not unique to China, and many new cultural trends have emerged in other countries, especially the "American tide" and "Japanese tide", which enjoy a large number of fanatical fans in today's world. From May 201September 10 to May 12, the creative experience hall "You Jian Guo Chao Pavilion" initiated by the new media of People's Daily was airborne in Sanlitun, pop-up shop. With the traditional culture of China as the creative origin, You Jian Guo Chao Pavilion creatively interprets the concept and connotation of "Guo Chao" through five core contents: domestic products, Chinese studies, Chinese arts, Chinese romance and Chinese music.

A wave of unrest rises again and again

The prevalence of national tide is another effective integration of traditional culture and popular culture under the background of the rejuvenation of Chinese civilization. The ancient material culture and advanced science and technology are connected together through creativity, which makes the national quintessence glow with new vitality. As the "hottest" cultural relic of 20 17, "A Thousand Miles of Rivers and Mountains" once appeared in front of the public through digital exhibition. Advanced 3D technology perfectly reproduces the charm of Wang Ximeng's works. In the exhibition, you can feel endless mountains and vast rivers. Since then, thousands of miles of mountains and rivers are no longer quiet landscape paintings on rice paper, but become real and smart wonders for the audience. The combination of high technology and traditional culture has become a major force in the cultural experience of the current national tide, bringing a refreshing feeling to the audience and bringing traditional culture into public life. In 20 19, Andy Hung and his team pieced together classic city landmarks such as Fujian Tulou with the theme of China culture in the "King Tide of Lego China Culture and Art Exhibition Square" held in Indigo, Beijing. Second-hand warehouses are dedicated to collecting old things and preserving the memory of the city. 20 18 A second-hand warehouse was built in a large shopping mall in Beijing. The second-hand warehouse was rebuilt with the second-hand goods collected from the demolition area of Cheng Nan, Beijing, and the family life scene after the founding of the People's Republic of China was restored. The doors and windows of the scenic shop came from a demolished "Ruyi General Store".

As the largest museum in China, the Palace Museum has never stopped exploring the charm of national treasures. For example, the makeup series of the Palace Museum is a model of the combination of Chinese style and modern fashion. Among them, the lipstick of "Gone with the Wind, the Sea and the Crane" is inspired by the classic elements of two national treasures, namely, the pencil box with black paint painted golden sea and eagle picture and the pine crane screen with red paint embroidered landscape and satin. The makeup of "Dark Night Streamer Palace Mother-of-pearl Series" is inspired by the "Black Lacquered Mother-of-pearl Lohan Bed" in the Palace Museum. The outer boxes are colorful, shining like shells on cultural relics. Originated from "red lacquered gold enamel", pine crane weaving and mother-of-pearl lacquerware were applied to the design of cosmetic cases, showing a pure Chinese style. In the future, the Forbidden City also plans to shoot the series "Dream in the Forbidden City", explore the innovative form of "5G+4K Ultra HD+Interactive Multi-Ending+Scene Immersion", and tell the construction history of the Forbidden City. From duct tape and lipstick to calendars, gift boxes and even input methods, today's Forbidden City is not just a museum, but an "online celebrity" incarnated in the national tide circle, which has opened a new chapter in the aesthetics of oriental life. With the east wind of makeup in the Forbidden City, domestic makeup and skin care brands have mushroomed. With a history of 88 years, Baique Ling adheres to the traditional Chinese herbal medicine skin care concept and cooperates with international designers to create a patented bottle shape of "Tianyuan Chu" and interpret the classic new national style. Its customized version of the essence gift box of Shan Hai Jing, with a fashionable brush to write a classical charm, received rave reviews once it was launched. Xie Fuchun powder, a century-old fragrant powder shop born in Yangzhou, was very popular in the old society because of its shape like "duck egg". The rise of the national tide has ushered in new vitality for the brand, and "duck egg powder" has made beauty lovers ready to move again.

Gold-lettered signboard, a historical heritage, is a rich brand heritage. When more and more consumers are willing to pay for domestic products, "national tide" has become a sharp weapon for brand transformation and development. Liushen launched toilet water-flavored cocktails, and Meijiajing launched white rabbit toffee-flavored lipstick, perfume and body milk. Old brands and new things had a good time in the cross-border joint name and handed over a wonderful answer sheet. The national tide not only conquered the heart of China, but also showed a strong momentum in the world. White rabbit toffee ice cream even sold out in America. 2065438+September 2008, China's time-honored Meijiajing cooperated with the White Rabbit to launch the "White Rabbit Butterfly Lipstick", which became an online explosion as soon as it went on the market.

The efforts of domestic brands in the fashion circle will never stop there. In recent years, inspiring words such as "Made in China" and "Light of Chinese Goods" have appeared more and more in the reports of International Fashion Week. 20 18 During new york Autumn and Winter Fashion Week, Li Ning's big show with the theme of "Enlightenment" surprised the world. This China sports brand, which used to be quite formal and even a little rustic, changed its face that winter, skillfully combining China elements with young trends, and injecting China's heritage into modern sports culture, especially the four characters of "China Li Ning", which are the most striking and innovative. Li Ning brand has appeared in new york and Paris Fashion Week many times. China Li Ning's limited edition sweaters, enlightenment series sneakers and other single product designs unveiled on the show are amazing, and the four characters "China Li Ning" have become synonymous with fashion.

Next to Li Ning's show, Taiping Bird (a clothing brand in China) focuses on the trend of nostalgia and retro, and chooses the theme song of eye exercises, which is familiar to generations of China people, as the background music. Oversized white shirts with classic sports suits and white sneakers bring the audience back to the memories of China in 1980s and 1990s.

In the field of film and television creative culture, the national tide is getting worse. 20 18 drama "Royal Love in Ruyi Palace" changed the loose service style of previous court dramas and reproduced the court appearance in Qianlong period as much as possible; The Longest Day in Chang 'an accurately restores the magnificent buildings in the Tang Dynasty, which makes people feel that the costume drama has finally ushered in an aesthetic revival. The national animation such as The Legend of the White Snake: The Origin, The Great Sage's Return to the West, and Nezha have returned to the stage with mysterious elements of oriental mythology, while these films such as The Legend of the Demon Cat, Shadow and Assassin Nie Yinniang are also trying to reflect the beauty of traditional ancientry. Nowadays, in campuses, shopping malls, scenic spots and other places, we can see more and more young people walking out in Hanfu. Hanfu fever has become a new cultural trend, and Hanfu consumption is also moving from a small circle to a large-scale market. M&G Stationery launched the quintessence gift box, which combines traditional Peking Opera patterns and facial makeup elements with modern geometric figures, reinterpreting the quintessence of China with fashionable design. The picture shows "gift box' wit is like me'", inspired by Zhuge Liang.

Running-in between the old and the new

Why is the national tide popular with young people? What kind of charm is given to the seemingly "outdated" domestic products? When we discuss this problem, we may find the answer from the booming brand status quo. Take China's new business card "Forbidden City Wenchuang" as an example. Its product design is based on the preferences of young consumers. "Where are the young people, where is the Forbidden City". After the introduction of the Forbidden City adhesive tape, many beauty experts began to use it to decorate lipstick and eye shadow tray. Fashion makeup products are wrapped in thick Chinese style tape, presenting a unique aesthetic appearance and instantly detonating social networks. The Forbidden City was sensitive to this business opportunity and quickly launched the Forbidden City lipstick. At the same time, brand promotion followed the trend, and discussions were held on social software such as Weibo and Xiaohongshu, and good interaction was maintained with first-line beauty brands such as tom ford and Saint Laurent. Young product design combined with successful internet marketing, this doubles combination not only conforms to the consumption habits of millennials, but also makes the brand no longer limited to local minorities and in line with international standards. The lipstick of the Forbidden City has attracted the attention of young people, and once it was launched, it sold out, which shows that young consumers have great purchasing power of domestic products.

National tide can empower brands, and brands can also feed back national tide. The quintessence gift box launched by M&G Stationery integrates facial elements into the design, and lets more people re-understand the quintessence of Peking Opera in a unique way; Nongfu Spring's "Four Seasons Illustration Bottle" depicts the beautiful scenery of Changbai Mountain in spring, summer, autumn and winter in a small bottle, showing the vastness and magnificence of China. We can see that one old brand after another has grown against the times with the blessing of the "national tide", and the fashionable but familiar aesthetic concept constantly surprises people. The color of the lipstick paste in the Forbidden City is all from the red national treasure collected by the Palace Museum, and the appearance of lipstick is inspired by the clothes of the Qing Empress. With black, white, red, blue, yellow and "palace blue" as the background color, the traditional patterns are printed on the lipstick tube by 3D multi-layer printing technology, showing the texture of the fabric and the three-dimensional sense of embroidery.

The rise of the national tide, on the one hand, stems from the continuous efforts of the brand itself, on the other hand, it also benefits from the cultural consciousness and self-confidence of the Chinese nation in the new era. With the improvement of comprehensive national strength and people's living standards, the affluence of material civilization has promoted the development of spiritual civilization, and China's huge consumer market has gone further in its pursuit of beauty after satisfying the conditions of food and clothing. Similar to the birth of the "American Tide" and "Japanese Tide" in history, the influx of foreign cultures and the outbreak of local multiculturalism, people have more firmly supported their historical and cultural wisdom. As a generation of "free consumption", the post-90 s and post-00 s are no longer obsessed with the reputation of international brands, but pay more attention to the cultural value and creativity of brands. "Chinese style" and other "national trends" have become the labels that young people love to use when creating self-symbols.

When the superficial commercial imitation fades, it remains to be considered whether the national tide can really leave cultural value. I have to say that there are many follow-up phenomena in the market at present. Merchants smell the heat, and only rely on the elements of national style and the coat of national sense to achieve marketing purposes. Behind the fiery success, we should keep a clear understanding and distinguish between "true and false national tide".

Before the smash hit, the "national white shoes" warrior whose series of power to return to heaven was blown up by many trend media had no scruples about copying other brands. Lost in the immediate bonus, the company's propaganda is exaggerated, the product research and development is backward, the shoe type and style are single, the design is plagiarized, and the lack of creativity has become the biggest criticism of Huili. The same old brand became popular. After boarding New York Fashion Week, Li Ning made repeated breakthroughs in design instead of high and low. She landed at Paris Fashion Week with lively and trendy sportswear and was known as the "representative of the national tide".

For another example, the popular cultural creative products and activities launched by the Forbidden City are people-oriented, combining functional practicality, formal innovation and the integrity of cultural essence, but the evaluation of makeup products is mixed. Many customers are eager to buy back, and find that the product effect does not meet expectations, and the brand reputation is damaged.

Therefore, for the cultural industry, traditional culture is only an accelerant. What is important is the self-reliance of the brand itself and the guarantee of content quality, not just copying the cultural elements of the appearance; For old domestic products, they have not formed their own distinctive brand genes, and the trend is just a flash in the pan. The root of the national tide lies in originality. If there is no real cultural core behind it, it will only be a noisy show.

Aware of this, Huili is also committed to reform. The new version of sneakers began to adopt higher quality raw materials and more detailed technology, and injected lightweight Chinese style elements into the design, which matched the brand's sense of movement and gave people a refreshing feeling.

Although the cultural attribute of the national tide culture is not enough at present, the popularity of the national tide has rekindled the young generation's concern for tradition, changed their living habits and made clear their recognition of history and culture. The present situation is not perfect, but it is a necessary development process. China's brand needs more time to settle down slowly, and we are confident.

Personally, I think China culture should be well promoted and recorded, and become the norm, because there are too many cultural deposits in China for 5,000 years. Dragons, embroidery, cheongsam, Hanfu, Chinese tunic suit and especially Tang suit are all Chinese treasures. It is not only the beauty created by China people, but also the beauty of the world. Personally, I think China should also be strengthened and carried forward in our generation, which should not be a national trend.

The so-called national tide is indeed a very popular word recently, but at present, it has not found a particularly prominent national tide brand. There are many concepts of hype, and the location of the atrium in the shopping mall is obviously a stall. We will wait and see!

Other industries don't know, but it is definitely popular in the traditional marriage industry. In the past, the standard wedding dress was a wedding dress, a dress or a cheongsam, but now it is matched with a wedding dress, Chinese style and even Chinese style. Because Chinese weddings are more festive than western weddings, which is in line with our traditional culture.

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