Creative poster of national tide wind-plagiarism of national tide becomes the norm? Does the national tide really make money? Share 4 original and high-quality national brands.

Chinese vogue, national tide manuscript and national tide refers to the fashion design with specific elements of China. Such as clothes, shoes, luxury goods and so on.

The concept of street brand comes from America. Influenced by black culture, some brands began to be gradually accepted. Later, China began to have his own street brand. The products designed by a new generation of China designers with China-specific elements are the national tide, which has the characteristics of the current fashion trend in China and conforms to the trend aesthetics of most audiences, so it is loved by many young people.

Here is a brief introduction to the specific performance of the national tide:

In the field of culture, the embodiment of national tide is a review of tradition. For example, at the media level, poetry conferences, national treasures and other programs, while at the folk level, reading classics and listening to operas, more and more young people wear Hanfu has gradually become a fashion.

In the field of consumption, it is reflected in the gradual recognition of the strength of domestic products in terms of food, clothing, housing and transportation. In addition, the national tide is reflected in all aspects, such as the combination of AI technology and national style, which are all manifestations of the national tide.

The color matching of products related to the national tide has also become an aspect that the majority of fashion "hipsters" pay more attention to. Whether it is clothing, products or advertising. As long as you use simple color matching and splicing, you can make everyone feel that this is a "national tide" and this is a "Chinese style."

The following are manuscripts and paintings of the national tide wind discovered by Bian Xiao. As long as you change the title and content, you can become a handwritten newspaper of the national tide. Come and have a try!

What is the "national tide"

Some people say that the "National Tide" is "China Tide+China Tide", while others say it is "China Tide or China Tide". The difference between the two is that the former defines "national tide" from the perspective of supply and consumption, while the latter defines "national tide" from its development. Before the "national tide", there were also words such as "national wind" and "retro", which have grown into "national tide" today.

The rise and development of "national tide" is a strong rise of China's traditional culture and aesthetics.

Three meanings of "national tide" space

There are three elements in the blood of "national tide": (1) culture; (2) brand; (3) the new forces.

Culture-refers to the cultural elements of China, not only the direct visual IP impact, but also the embellishment of China totem in details, the touch-up of words and so on.

Brand-the carrier of "national tide" The movement of "national tide" in the market space needs brands as carriers. These brands can be national brands with historical precipitation and people's cognition, or brands with China national characteristics.

The birth of a new force-"national tide" is due to the consumption pursuit of "Z generation". Generation Z does not blindly worship foreign brands. They don't pursue the identity brought by the brand, but pursue individuality and freedom. They get rid of the shackles of tradition, like to try new products, like to try the unknown; They give life new fun and new ways to play, and pursue spiritual pleasure and satisfaction, which can be synonymous with the pursuit of individuality. Generation Z has promoted the development of domestic products. They are the last wave in the "national tide" and the source of living water in the domestic ecology.

If you are wearing "China Li Ning", wearing white rabbit toffee perfume, holding toilet water cocktail and wearing the lipstick of the Forbidden City, the design features of "Guo Chao" style will attract more attention. So, what is the "national tide"? What are the design features of "National Tide" style?

First, thick and straight fonts

As a hieroglyph, Chinese characters have a cool mystery. Take the printing of "China Li Ning" as an example. When the word "China Li Ning" appears in the form of a song, will it remind you of Supreme, which is famous for its boxlogo? At the same time, this box logo reminds us of the red seal of China. When "China Li Ning" uses traditional calligraphy font design, it is easy to remind us of the sports meeting in 1980s and 1990s, which makes people feel "rustic" and trendy.

When retro models collide with simplicity, the national tide comes out.

In addition to the national style of fonts on clothing, the font design in graphic posters is also very interesting. A series of poster designs recently released by Xicha use a lot of calligraphy and bold characters. Retro fonts and color matching are very ethnic.

These fonts, whether in calligraphy, song style or bold, have thick strokes, giving people a heavy feeling. At the same time, the typesetting of these fonts is relatively direct, and the horizontal and vertical themes are prominent.

Second, high saturation color matching

When it comes to the color matching of Guo Chao's design, many people will immediately associate it with the classic China Red, such as "China Li Ning" above.

In addition to China red, red, blue, red and green, this classic color scheme CP is full of retro feeling:

In fact, in addition to the classic collocation of red, other colors will be used in the national tide design, and the saturation of these colors is relatively high.

For example, Chen Guang and Bazaar Fashion jointly launched the essence stationery set:

Color matching of illustrations in Jianlibao's new packaging;

Third, the characteristic elements of China.

The third feature of the national tide design is the application of China's characteristic elements. Wangzai Milk, for example, combines the distinctive clothing and packaging of 56 ethnic groups:

Terunsu milk painted with Beijing embroidery on the package;

Bath lotion with classic white rabbit pattern printed on the package;

Move firecrackers, New Year pictures and couplets that are common in Chinese New Year to posters;

There are also classic harbor signs, neon lights and other elements that can also be used in graphic design:

Is the national tide copied into the normal state? Does the national tide really make money? Share four original high-quality national brands, which are made in China and everything is in the tide.

Although Li Canchen's Subcrew, Edison Chen's CLOT, Wilber Pan's and Jerry Lee's NPCs were all established around 2000, Sister au thinks that the "national tide wind" really rose on 20 18.

Since then, "national fashion" has become popular, and domestic sports brand Li Ning has changed the stereotype in the public mind and become a high-quality representative of "national fashion". At New York Fashion Week, with the theme of "Enlightenment", the brand successfully introduced China's traditional Suzhou embroidery skills and China elements of "red and yellow collocation" to the world.

In recent years, the "national tide wind" has intensified and there is no weakening trend. One of the most obvious facts is that the growth rate of the street brand market in our country is more than three times that of ordinary brands, and it has gradually become the main consumer of a new generation after 90 and 95.

If nothing else, judging from the sales data of Double Eleven in 2020, Guo Chao clothing brands must have made a lot of money. There is even a form circulating on the Internet. Although we don't know its authenticity, we should not underestimate the young people's love and consumption level of the national tide.

After all, the post-90 s and even post-90 s are much stronger in character than the post-70 s and post-80 s. They are more willing to try new things.

However, when it comes to "national tide", people often think of some unpleasant words such as "plagiarism" and "just rotten rice". So, do Guo Chao clothing brands really like plagiarism as everyone says? Did they really make money? What are the brands that do the national tide? Let's talk about it, sister ou. Please advise us if there is any inaccuracy.

In recent years, there have been more and more brands of national tide, and the mixed national tide market has gradually become controversial about poor quality. But to be fair, Sister au, in fact, compared with more expensive foreign fashion brands, Guofeng is cheap and durable. High-end players don't call me low.

1, Fashion Design and Plate Making

Putting aside R&D and design to talk about profit, Sister au thinks it is of little significance. After all, when people buy fashion brands, the most important thing is the style of clothes, and it is most important to show their personality. If not, it is better to buy Uniqlo, at least the basic clothes pay more attention to quality. Then, how can we make money if we can't capture the hearts of consumers at the source?

In addition, because our country's light industry is relatively backward from the beginning, the quality of the products produced is poor and the appearance of the cottage has left a stereotype in the hearts of the people. If you are not careful, you will be labeled as "plagiarism" and "vulgar". Therefore, if the current national tide wants to break this situation, it still needs to work hard to make clothes with Chinese style.

2. Production cost

After the design is passed, the next step is the cost generated in the clothing process, one of which is the fabric.

For the newly established brand Guo Chao, there are many differences in the input of fabrics. In order to save costs, the former often uses short and thick fabrics, which are scattered from various channels. "Stubby" salespeople have no manufacturer to rely on and no production capacity, and the price will be more than half that of regular fabrics.

Of course, this does not include auxiliary materials and processing costs. If you really want to elaborate, it is estimated that you have to write more articles. Guo Chao clothing brands contain too many categories, such as the production cost of down jackets and sweaters. If you are interested, you can look at Sister au's previous articles, so I won't say much here.

Clothing profiteering? How much is a sweater? What's the difference between 10000 and 100?

Song plagiarism, variety plagiarism, sketch plagiarism and movie plagiarism have to be said that "plagiarism" has always been two words that poke people's pain points. If Sister au worked hard for a long time, but someone else copied and pasted it for a second, then I would be very unhappy.

Smith Barney launched the "China Smith Barney" national tide series products in 2020, with the words "China has great potential" printed on its chest. Because the style of Li Ning's sweater was suspected of plagiarism by netizens, it was suspected of bundling Huawei's marketing.

Simply put, the national tide is not all plagiarism. Let's share with you a few trendy brands that make products with heart.

1997 post office, also known as "Yaojiu Jiuqi", is a national fashion brand established on October 20/6. Although this brand is young, it has a very strong charm of China, which really integrates the elements of China and the charm of China into fashionable clothes.

Brand names are also very interesting. The first half is simplified Chinese characters, and the second half is traditional Chinese characters. Friends who have bought his clothes know that they have really carried forward the history and culture of China. Like fairy tales and martial arts novels, these Chinese-style things all appear in the single item "Medicine Makes Love for a Long Time", which is both fun and personal.

Since we have been talking about dry goods related to sweaters, Sister au will focus on his sweaters.

The first one is the hooded sweater of "Dream A" that Sister au liked at first sight when she visited his shop. I wonder if you have noticed that the Chinese characters on the chest of this sweater are still a combination of "complexity and simplicity", which is very fairy. The so-called "the wind is the backbone, flying is blood", a simple word makes people appreciate the beauty of Chinese characters.

It is said that he uses traditional hand-made techniques to make clothes, and the sweater fabric is pure cotton. The manager's intentions can also be seen in small details.

Take this "Dream A" hoodie as an example. In addition to the pattern on the chest, the "prescription" on the cuff is also very eye-catching. Yes, it's a real prescription ~ I wonder if my dream can really come true by taking medicine according to this prescription? hh .

Isn't it interesting that even the washing marks on the inside of clothes are made into "amulet" style?

The second one is the biggest-selling T-neck sweater in the store, which has always been in white and navy blue. The sweater style is also simple and loose, but this time the front and back are printed with Xiantao, and the whole pattern is very three-dimensional.

Paying attention to quality and detail, and being good at taking China traditional culture and nature as the design concept, how can such a national fashion brand that makes clothes with heart be unpopular?

And the price is not expensive. T-shirts and sweaters in spring and summer are generally 100-300, and cotton-padded jackets and down jackets in autumn and winter are between 300-600, which is acceptable to the general public. But his version is too big, so Sister au suggests you ask before you buy it.

It may seem strange to you to mention the brand xVESSEL, but when it comes to the manager of this trendy brand, you must all know that he is VanNess Wu, the hero of Chinese and American works in Meteor Garden. Yes, this is another brand created by a star.

XVESSEL was founded in the spring of 20 18, and it is a leader among the new star brands. "Ship means ship, but I think ship and people are both ships and a medium"-Vanness Wu introduced his brand in this way, hoping that this brand has love and personality.

Of course, besides "boat", VESSEL also refers to blood vessels and containers. It is reported that VanNess Wu himself is a Christian, so the brand products also convey the Christian spirit.

Let's talk about the brand concept and status first, and then talk about xVESSEL's products.

Judging from official website, his product line is fairly rich, including shoes, hats, clothes and trousers. However, the most famous is the cork vulcanized shoes, which are called "the first pair in the world".

At the end of 2065438+2008, VanNess Wu took xVESSEL, which had been prepared for two or three years, to the INNERSECT, one of the biggest trend activities in China led by. It is with this shoe that it became an instant hit.

Sister au just has a pair in her hand. Let's taste it together.

Maybe friends think these shoes are familiar, because there are too many imitations on a treasure now, and everyone wants to make a fortune. Of course, this also reflects from the side that this PeacebyPiece low-tube vulcanized shoe is really too hot.

It can be seen that the whole pair of shoes is based on canvas shoes, and the idea of deconstruction and reorganization is used to make the upper feel wrong, but the canvas of the upper has been plucked and damaged, and the toe cap has hand-painted fonts, which can reflect VanNess Wu's own artistic characteristics and opinions on the trend.

As soon as this shoe went on the market, it was sought after by many fashion idols. For example, and Jay Chou, as good friends of VanNess Wu, naturally perform "Call" for their brothers.

Not only that, VanNess Wu's design concept was also recognized by the famous Japanese designer yohji yamamoto, and the two of them joined hands in Paris Fashion Week.

In the Spring/Summer 2020 collection, the co-branded shoes series specially designed by YohjiYamamoto and XVesel boarded the runway together with the clothing. Different high and low shoes are interspersed with black and white colors, and each pair of XVesel has a subtle chemical reaction with YohjiYamamoto.

There are almost more than ten kinds of sweaters in his family, and each one is very beautiful, especially the prints, which are very religious, and some styles have been treated old. If you like it, you might as well buy it and try it. The price is basically 700-900, and most of them are joint funds.

When it comes to this brand, everyone's comments are mixed. Some people think it is cost-effective, while others say it is plagiarism. Although I don't know whether plagiarism is true or not, Sister au visited his shop and found that the brand manager really likes playing safety cards. Based on the style and reasonable price, it can be said that it is very suitable for the student party.

What's more admirable is that in the mainland, there are really not many street brands that can make people pay for a logo, and WASSUP is one of them. Judging from the sales volume of brand stores alone, it is not an exaggeration to call WASSUP "Uniqlo". Although many people complain that it is plagiarized and of average quality, people are still loved by many young people.

The picture above is the best-selling sweater of this brand. * * * There are six colors, and the version is a well-behaved hooded model. It's normal for boys, but a little big for girls. In addition to the brand LOGO printing on the chest and the blue decorative mark on the hem, there is no redundant design in other positions.

However, the simpler the sweater style, the more people expect its quality. WASSUP's sweater is made of 420G polar fleece cotton fabric, and the hat rope is dyed in the same cylinder. Sounds good. As for the real level, you have to try it yourself.

Randomevent is another street fashion brand popular with celebrities, referred to as rdet, which means "random event".

The brand was founded by several street fashion lovers on 20 12. Brand manager Younker Hongyang had a lot of confusion and uncertainty when he founded the brand RDET, so he named the brand "random event". However, with the continuous development, the brand image has gradually become clear, integrating the three elements of city, daily life and street, and building a unique high-quality product line.

Having said so much about brand image, let's take a look at randomevent's product line.

His goods are quite rich, besides clothes, there are scarves, hats, bags and other items around his life. The overall design style is partial to urban streets, and every dress is great, which conforms to the aesthetics of contemporary young people. Moreover, his family has also cooperated with Vans, NewBalance and PUMA, which shows that they have a certain influence among brands in Guo Chao.

I have to say that the brand RDET is really stronger and more mature year by year.

Let's talk about sweaters.

The first one is his MELTINGSADNESS printed T-neck sweater, or the same one in Zhou Yutong. The fabric is all cotton, and the style is lovely. The dress has a small flower pattern on the chest and a funny little cloth label on the hem. The whole dress looks simple and unusual, with bright colors. This style really hit the girl's heart, a bit like the very popular Kim Hyun A style now.

As well as their sweater series products, many of them are also in this cute and bright color matching style, and the upper body is really super tender.

The second one is hooded sweater, which is also his MTSS series. The hoodie belongs to the oversize version, and the length can cover the buttocks. The fabric looks thicker, and there is a layer of velvet inside, which can be worn with cotton-padded jacket or coat in winter.

As can be seen from the details, the brand is really attentive. Not only is the thread smooth, but even the hat rope mouth is embroidered into the shape of a small flower, which is both practical and decorative.

In previous articles, Sister au often said that "the details of a dress can best reflect its quality". Although there are more and more national fashion brands now, I'm afraid there are not so many people who really make products with their heart.

When it comes to "national tide", people often simply understand it as a local designer in China &; The fashion brand founded by the manager. But strictly speaking, these are not real "national trends", because the hidden cultural background in the brand does not come from China. Just like Stussi, the originator of American street brand, the original intention of the brand's most iconic signature design is to pay tribute to the graffiti art that rose in the 1970s, while Supreme highlights the skateboarding culture that is popular in the United States. Therefore, there is still a long way to go before the national tide can be carried forward.

Rush in when you see business opportunities and sell your feelings with young people's childhood memories. Such a national tide is not far away. Without innovation and core, no amount of freshness can save a brand. What do you think of this?