Aji said

If the word "national trend" is only used as a label to defraud money, then it can only be regarded as a "fake national trend."

1

If we want to talk about the first example of a national trend going global, then we must mention the "Leap" pair of white shoes. The Dafu Rubber Factory was born in Shanghai in the 1950s. Its predecessor was the Jiefang shoes that we are all familiar with. Later, the design was changed to a single color, and red and blue seams were added to the shoes. In addition, the soles were light and wear-resistant. At that time, almost everyone had a pair, and they became an authentic representative of domestic products.

But like all popular brands, Feiyue has not escaped the fate of being "copycat". Because of its simple craftsmanship and low cost, around the 1980s, various Feiyue shoes The market is flooded with problems such as broken soles, open glue, and foot wear, which make Feiyue shoes not easy to wear. Moreover, the appearance has not changed for decades, coupled with the impact of foreign brands and emerging brands, Feiyue shoes are gradually disappearing. in the eyes of young people.

Later in 2005, Frenchman Paters came to China to attend a martial arts class. He saw that the students in the martial arts class were all wearing Feiyue shoes. Just like Chinese people are tired of wearing Feiyue, foreigners are actually tired of wearing Converse, so Pax feels that as long as this pair of white shoes is slightly redesigned, it will definitely sell well abroad. Later, he discovered that Feiyue had not registered an international trademark, so he quickly registered the trademark in Europe using the pinyin of Feiyue, FEIYUE, and rigidly packaged a "French version" of Feiyue.

Then Pats started a series of publicity, saying that this was a pair of Shaolin monk shoes with a strong oriental color, and used the traffic of celebrity bloggers and models to bring the goods. People felt that this was a pair of Shaolin monk shoes with strong oriental colors. The pair of shoes are much cooler than Converse. The "French version" has instantly become popular abroad. Currently, there are more than 100 Feiyue stores in Paris alone, and the price even reaches thousands of yuan.

Although the success of Feiyue shoes was created by a foreigner, it is gratifying that some of our Chinese brands have gradually discovered this problem and gradually changed from "Made in China" to "Created in China". For example, "Li Ning" appeared in New York Fashion Week.

2

In the minds of many people, Li Ning has always been a very rustic sports brand. No one would think that it would be related to fashion. However, in 2018, Li Ning After appearing on the New York Fashion Week show, it turned out to be cool and trendy. The theme of the entire show "Enlightenment" really impressed the eyes of fashionistas at home and abroad.

In fact, retro style is not a new topic for a long time, but we can see that Li Ning has spent a lot of effort on the tailoring of clothing, which not only retains the loose feeling of sports suits from decades ago, but also makes It looks three-dimensional and slim. It should be said that Li Ning understands the trend and makes the original traditional sportswear more street-friendly, which is refreshing.

Looking back at Li Ning's clothing products in the past two years, we can see that Li Ning's designers are serious about making products and have their own innovative spirit for sports trend culture, as Li Ning himself said : "Every season, China's Lining will put imagination and creativity first to show confident Chinese culture to the world."

If Feiyue shoes allow us to see the possibility of national fashion, So Li Ning has undoubtedly given the national trend a good start. I also hope that this is just the beginning of China's national trend, not the peak.

3

With the success of Li Ning, the national trend has reached an unprecedented height. Many brands have begun to launch new products under the name of "national trend", raising the The brand's popularity has also given many old brands a new lease of life. The word "national trend" has become a cash cow for these brands.

Most of the national trends launched by these brands are opportunistic. When the post-90s generation gradually takes root in society and becomes a huge purchasing power in the market, they use part of the childhood memories of today's young people to project them into their products. To put it bluntly, it is nothing more than selling feelings.

These companies take advantage of consumers' sentiments and rush in when they see business opportunities. They simply print the word "China" on them and use the name of the national trend. They simply use doctrines and do not go deep into Studying the nature of clothing trends, this "national trend" can only turn into a "national mockery" in the end.

Packaging products with emotions may become popular for a while. But when the wave recedes, it becomes clear who was swimming naked. While various brands are making quick money by using the national trend, they are also consuming everyone's enthusiasm for the national trend. No amount of freshness can save a brand without innovation and core.

Creating a trend is never a simple matter. Only a product that truly carefully researches products and properly integrates the core of our national culture can be called a national trend. Nowadays, these so-called national fashion clothing will one day leave the C position of the Internet. At that time, the development of a brand will ultimately return to quality, innovation and concept.

I still firmly believe that as long as we can carefully research products, integrate the cultural core with Chinese characteristics, and continue on the right path without haste, we will surely become a cultural brand that is different from American and Japanese trends. , the "Chinese national trend" going international!

What do you think of China’s national trend?