On October 18th, fashion menswear brand GXG held a big winter fashion show in Qinghai Outdoor, releasing a new outdoor down super category, once again pushing its own IP "Youth Down Manufacturing Bureau" into the public eye. As an extension of brand culture, own IP has an important mission in today's rapidly changing communication environment: translating the obscure and esoteric brand value into concise and appropriate language of the times, and clearly telling consumers.
You can think of IP as a bridge connecting users and brands. One end is a form of communication that is easy for the public to understand, and the other end is the core value of the brand that is not easy to perceive. After users touch the core of the brand and generate recognition, they will have great loyalty. Many brands are also aware that long-term self-owned IP can bring more potential growth. For example, Prada spent 6 years repairing the Rongzhai, and has initiated exhibitions as an art space for many years to convey the brand’s artistic qualities to the public; Burberry created a cartoon image of "Bobo Deer", continuously penetrating offline spaces, online mini-programs, and product designs. , To convey the brand's pursuit of elegance and agility to young people.
From 2020 to 2021, GXG’s own IP "Youth Down Manufacturing Bureau" has entered the 2.0 era. Compared with a year ago, it has entered the autumn and winter fashion industry with the image of a "down category breaker". This year’s Youth Down Manufacturing Bureau’s IP The overall operation has shown a gentle attitude change. Through a multi-angle inventory of the differences during the year, we try to refine the long-term operation upgrade ideas of our own IP that can be used for reference for more brands.
The theme of the times recreates a new facade of IP and fully embraces young peopleThe brand's own IP is a masterpiece that a brand can take at any time and any place, and it fully reflects the value concept that the brand believes and advocates. By constantly exposing it to consumers, occupying the high ground of awareness in a certain field, and making people think of the brand at a glance, then this own IP can be called a success.
Looking back at the Youth Down Manufacturing Bureau in 2020, it ubiquitously embodies the brand concept of "relentless pursuit of autumn and winter fashion". At the same time, we also found that GXG has more careful calculations on the sales side: take the lead in launching the campaign in September when the down season has not yet arrived. Develop a younger super down category to seize the winter clothing sales node; a unified visual recognition system from publicity to product production reduces the difficulty of user recognition and increases the probability of purchase.
But this year in the interpretation of the theme of "Fashion and Winter Fashion", GXG is less unruly, and has a somewhat more comfortable temper-"Living, go wild." In the final analysis, this obvious change stems from the change in the mentality of the communication partners. In 2021, the word "inside scroll" frequently appeared in the hot search, which summarizes the attitude of young people to keep forging ahead in the face of various challenges in society, and also reveals The anxiety hidden under one sentence of self-deprecation made them start to examine themselves and embrace a healthier lifestyle—urban outdoor life. It can be seen from content and consumption trends that in 2021, Tmall’s camping category consumption has doubled for two consecutive years; Ctrip’s Mid-Autumn Festival’s camping orders in September increased by 50% compared to the Dragon Boat Festival holiday, and the community’s release of "camping" related content was four times more than last year.
The Youth Down Manufacturing Bureau responded to all young people with the phrase "Living yourself, go wild", encouraging them to get close to life, embrace nature, and find themselves in diverse outdoor scenes. Among them, the words "pro" and "wild" are especially worthy of fun. "pro" portrays urban youth's yearning for returning to normalcy, thinking about the real life that should have a face; "wild" demonstrates the youth's desire to liberate themselves and enjoy themselves outdoors. The mood of freely swaying and releasing, openly shouted for the young people in the city.
From the exploration of young people’s expectations for down product innovation in 2020, to the insight of urban youth’s attitude towards outdoor life in 2021, GXG Youth Down Manufacturing Bureau has realized the concept of communication from product breakthroughs to lifestyle advocacy, from young trend leaders to young people. A supporter of trendy life, enriching the connotation of own IP, realizing consumer mental occupation and brand strategy innovation.
Develop a new category of down again, and break the circle of fashionable plus-size productsConsumption of outdoor products continues to rise, and GXG has a reason to enter the outdoor field. However, the down category has not made breakthroughs in the outdoor field for a long time. It is mainly that outdoor players’ primary pursuit of clothing is professionalism, functionality, and practicality. Therefore, they often have strict requirements on fabrics, tailoring and craftsmanship, and many outdoor brands have to give up. Lose the fashion of clothing. Not to mention the mention of "down", which reminds people of bloated, difficult to put on and take off, difficult to carry and other characteristics that are completely unsuitable for outdoor activities.
GXG chose to cut into the "outdoor down" subdivision down category, which means to overcome the inferiority of down category, increase outdoor use functions, and design with fashionable style at the same time. There is no doubt that GXG did it.
In order to strengthen the practicality of outdoor down, GXG collects the latest clothing technology from all over the world at any cost, and forms a functional solution to be applied to outdoor down. For example, a shark skin fabric jacket solves the pain point of outdoor activities clothes that are not resistant to dirt; a double-open quick-release zipper long down, one zipper has a double chain head that can be pulled up and down, and a part of the zipper is automatically released when a person sits down. Convenient and flexible movement.
Guest He Guangzhi wears a minus velvet-free vest
One of the "no down" outdoor down vests is particularly eye-catching. The surface of the clothes has many airbags, combined with the current advanced minus lint-free technology, to achieve inflatable warmth at minus 5 to 20 degrees, deflate storage, and wind and rain protection. , The avant-garde style, was quickly grabbed by outdoor sportsmen and fashion circles after its release.
In response to the fashion design difficulties of clothing, GXG teamed up with international design masters to solve it, and for the third time, it cooperated with international young designer Chen Peng to continue the design style of cooperation with GXG for two years, bringing large silhouettes, strong colors, and multi-fabric joint models. Outdoor down, contrasting color fabrics combined with the splicing of lamb wool and woven, coupled with a unique structural division design, gives the down a three-dimensional and trendy sense. Taking into account both fashion and warmth, it has become a down-fashionable outdoor landscape in the city this autumn and winter.
The outdoor down series of GXG Youth Down Manufacturing Bureau 2.0 not only meets the light demand of daily urban wear, but also adapts to the basic functions of outdoor travel. At the same time, it can cope with the extremely cold and changeable weather, and is fully windproof and warm. Compared with the down products of the Youth Down Manufacturing Bureau 1.0, the new series of single products are more fashionable and functional, meeting the needs of fashion wear in urban and outdoor scenes. At the same time, the apparel design itself issues a call for outdoor travel, interprets the advocacy of the "live and go wild" lifestyle, and responds to the emotions and needs of young people.
IP events create social conversations and deepen popular memoryToday, almost everyone’s access to information comes from mobile phones. Subdivided further down, mainly from three channels: open platform, follow the blogger, and acquaintance network. Among them, new users of the brand brought by the closest relationship and the strongest sense of trust have the highest brand loyalty. The effective way for a brand to leverage this level of relationship is to create social conversations and let acquaintances “chatâ€. There may be many references to the brand. This is why GXG insists on holding new product launch conferences: with a sensational event, people will put the "Youth Down Manufacturing Bureau" on their lips, word of mouth, and increase memory and spread.
On October 18th, GXG opened a new down product show in the outdoor wilderness of Golmud, Qinghai. The magnificent and beautiful natural scenery and GXG outdoor down were reflected in the live shots, like an oil painting. For a time, the saying "Qinghai Feather Show" spread all over the Internet. Not only young people who are keen on fashion, but many outdoor enthusiasts, landscape photographers, and fashion designers are recommended by people around them to take them into the big show live room to witness the "down fashion born for outdoor wild hills." In the live broadcast room, young actor/brand friend Bi Wen B , talk show actor He Guangzhi, fashionista KK, fashion blogger Anny Fan , and this new down product designer Chen Peng sat leisurely in the outdoor camp to initiate a roundtable discussion and talk. Respective outdoor lifestyles, discuss the relationship between fashion and outdoor, and tell product design inspirations, so that viewers who are not familiar with outdoor down products can quickly understand the novelty of each product design and feel the fashion charm of outdoor down.
Brand friend Bi Wen B, fashion blogger Anny Fan and designer Chen Peng
The dissemination outside the live broadcast room has never stopped. Long before the official release of the big show, GXG joined hands with hundreds of corporate accounts such as the Internet, travel services, and outdoor equipment to speak out to the young people in unison #亲生活，去野呗#Life attitude advocate, invite platform users into the live broadcast room. According to statistics, the number of viewers who watched the live broadcast on the big show reached one million .
This time, GXG used an outdoor scene-based live broadcast to release a new product show to extract the core images of its own IP, presenting the attitude of going out of the outdoors and getting close to real natural life with a sense of ceremony, making "outdoor down fashion" and GXG youth down manufacturing Game 2.0 produces a strong association and is a symbolic memory point, deeply imprinted in the user's mind.
Looking back at the upgrade ideas of GXG's own IP Youth Down Manufacturing Bureau, we can see a comprehensive three-dimensional upgrade link from point to surface, from concept to product and then to dissemination. In terms of the theme concept, it closely follows the trend of urban youth, and proposes a concept that fits the current spiritual outlook and lifestyle of young people. The sentence "live and go wild" expresses the inner portrayal of urban youth and reflects the brand's emotional appeal to consumers Perceive and respond. In product design innovation, we firmly grasp the needs of young people for practical functions such as warmth, wind resistance, portability, and dirt resistance in light outdoor scenes, as well as the pursuit of fashion sense while wearing down, and grasp the city and The balance of the outdoor dual environment, combined with well-known designers at home and abroad to create both practical and fashionable IP integrated products. Finally, through an annual offline event with a great sense of communication and ceremony, a unique memory point is formed, and down, outdoor, and fashion are cast into an impression code unique to GXG, further accumulating IP-based brand assets. GXG hopes to provide young people with more winter fashion choices and empower China's "youth down" by continuously creating its own IP in the down category.
From the operation path of GXG Youth Down Manufacturing Bureau towards 2.0, we may be able to draw an inspiration: brand-owned IP needs to be built comprehensively and three-dimensionally, focusing on social environmental trends and consumer trends, and driving product upgrades with a dynamic and innovative vision Iterate, and as a key force point, try to break the circle every year. Of course, there is more than one idea for the long-term operation of the brand's own IP, and I look forward to seeing more brands jump into the business environment and create more diversified ways in the future.
Gold thread silver thread computer embroidery thread cross stitch gold and silver thread cross stitch silver thread wholesale Gold we applied our products for registration of "Mu Dan Qing" brand. Furthermore, all our products are manufactured with advanced equipment and strict QC procedures in order to ensure high quality. In 2008, our product was confirmed as "Local Famous Brand Product" by Dongyang Government.
J-Type Metallic Yarn,Metalic Yarn Stole,Metalic Yarn Quality Japan,Metallic Yarn Supplier
Zhejiang Flying String Co.,Ltd , https://www.flyingstring.com