From a pair of sneakers to see how time-honored brands click "young interface"
■ Chief reporter Xu Jinghui
In the Xujiahui business district, the updated Metro City is like a place of "fashion play". With the lively opening of a batch of China's first stores, time-honored brands are not at all lost.
The location of the main store on the second floor, the "China Li Ning" store born out of "Li Ning" is extremely popular, all of which are young people.
In the Yuyuan business district, Tianyu Tower, which returned in October last year, has become a gathering place for many time-honored brands.
In the back store on the first floor, tourists are like weaving.
Wang Qing, a post-90s tourist, just bought two pairs of shoes. He came to Shanghai from Wuhan yesterday to travel, because he saw the brand "Changcao" on the Xiaohongshu, and he decided to start when he saw it.
The second "Five-Five Shopping Festival" is in full swing, with a total consumption of 17.3 billion yuan in 24 hours, a year-on-year increase of 11%.
In the enthusiasm of consumption, time-honored brands show strong vitality.
In addition to the surprise, people can't help but wonder: how do they frequently click on the "young interface" during the ignited "national trend" to tap the hearts of young people?
Perhaps the "password" can be found in the hot sale of a pair of sneakers.
Find a new communication interface on the new economic platform
Both Huili and Feiyue are sneaker brands that were born in Shanghai. In the 1980s, they became "national sports shoes", which was a trend that young people were following.
However, since then, due to the impact of foreign brands, many time-honored brands have gradually lost their old style, the number of offline stores has shrunk, and the average age of consumers is still rising.
"We can't find an interface to communicate with young people." When the reporter visited the time-honored brand before, many heads were anxious: Where do the young customers come from?
The rise of online new economic platforms has provided a brand-new interface for the "dialogue" between time-honored brands and young people, including B Station, Dewu App, Xiaohongshu, Douyin and other places where young people gather, all of which have become new in the communication of time-honored brands. position.
A person in charge of the Shanghai China Time-honored Enterprise Association told the reporter that from the perspective of the new communication matrix of time-honored brands, platform e-commerce is no longer the only channel. Those community e-commerce companies that can have content precipitation and distribution functions have also become time-honored brands. "Contacts".
The online new economy platform also responded enthusiastically.
The relevant person in charge of Dewu App told reporters that they have launched the topic "The Light of the National Tide-China, the Legitimate Tide", bringing together popular shoes from Chinese original brands such as Huili, Feiyue, Li Ning, Anta, etc., to facilitate the purchase of young consumers.
Not only that, the platform also strives to guide young users born in the 90s to interact with brands and products in the community, and to let young people understand the charm of old brands by exploring the brand connotation, brand stories, and design concepts of old brands.
During the "Fifth Five-Year Shopping Festival", Tuhu Yangtze Co., Ltd. took the co-branded "National Tide Sneakers" co-branded with Feiyue as a highlight for limited sale.
Both sides have something to say about why there is such a cooperation.
Hu Xiaodong, President of Tuhu Cars, said that tires and shoes have always been a pair of "old partners", and the platform wants to let consumers understand time-honored sneakers from a different perspective through co-branded shoes.
The person in charge of the Feiyue project took a fancy to the platform's customer base, "We hope to reach a growing number of new Chinese car owners through cross-border'sales of shoes'."
Data and technology empower time-honored brands to become new trends
Today, commerce is a three-dimensional existence of online and offline linkage.
The time-honored brand of sneakers attracts young people in physical stores. It is derived from the updated store image and new products that keep up with the trend.
To a certain extent, the data and technology of online platforms are an important driving force for a pair of sneakers to become "tide".
Born and raised in Shanghai, born and raised in the 90s, Xiaobai, a trendy Shanghainese, recently bought a pair of Shui Li and Feiyue joint sneakers.
Xiaobai is proud to be able to wear two Shanghai brands on his feet at the same time.
The reporter saw in the Dewu community that this sneaker is a new style in spring and summer this year, and it was selected as a popular canvas shoe in the 2021 National Tide New Product Hot List. Netizens’ comments are all "burning", "really fragrant", "good to see the explosion" and "soft" , It will change with its own foot shape"... The real reviews provide guidance for other consumers and also find a sense of direction for the brand's innovation.
“In our interaction and communication with young people, we can better understand young people’s consumer preferences, introduce new sneaker designs more flexibly, and embrace the young trendy market.” The person in charge of the brand Huili said that the company found that the new generation of young people are not only happy Trying new things, spiritual value, social attributes, and consumer experience have become one of the driving forces of their consumption decision-making, which accelerates the transformation of time-honored products from functional to emotional and value-based consumption.
In addition to providing users with big data portraits, many online new economy platforms also start with new services and new technologies, empowering a series of links in the design, production, sales, and communication of time-honored brands to achieve digital innovation. In the "55 Fashion Shopping Season" specially set by Douyin for the "Five-five Shopping Festival", many Huili stores participated in the live broadcast of the store. Through the live broadcast method, consumers across the country can buy and buy; Li Ning's new products this year The "Yushuai 13" high-top basketball professional competition shoe uses the self-built 3D technology to construct the image model of the shoe, so that consumers can clearly see every detail by rotating and zooming on the mobile phone. Young people provide a good shopping experience.