Mark Huafei And Ren Jialun Join Hands To Set Off The National Trend

Chaopai is constantly breaking the shackles of the circle culture.

With the rise of consumer self-consciousness, the values of personality, independence and freedom contained in street culture have gained a lot of popularity among young groups. According to the public data, in 2018, the consumption growth rate of chaopai was 4 times that of non chaopai, with a growth rate of 84%. And the fashion brand spending of Chinese young people in 2019 is between 35 billion and 38 billion US dollars, catching up with the United States to become the world's largest fashion market.

At the same time, the bold and unique design concept of chaopai has also smashed the inherent circle effect. Nielsen once mentioned in the big data report of chaopai that the consumption behavior of chaopai is infiltrating from the core chaopai users to the mass chaopai users. Chaopai has already jumped out of the subculture circle and become a more mainstream choice.

In the face of this potential market segment, Yang kuntian, CEO of mark Huafei, believes that after many iterations of fashion consumption trend, chaopai will be a bigger outlet in the next decade.

　　 Across the boundary of the trend, the spokesman of official propaganda

When the tide brand from the niche to the public vision, how to create influence in the new market is very important.

According to the "2021 Star Marketing white paper" released by cbndata, compared with other industries, the same star model contributes more to the growth of the clothing industry and becomes an important driving force of the clothing industry. With the rapid development of mobile Internet and social networking platforms, the fans and topic flow of stars undoubtedly give the brand more opportunities to reach consumers.

And the tide card in the flow of marketing investment is not stingy. The pioneers of fashion, supreme and off white, are very good at planting grass and carrying goods by celebrities, while fashion brands such as evisu and clot have also expanded their brand influence through star spokesmen or managers. The cooperation of chaopai and stars can not only break the brand circle, but also visualize the personality of chaopai through its own fashion characteristics.

It is worth noting that mark Warfield, who is positioned as a multi art trend brand, also announced a new spokesperson, Ren Jialun, on March 16, on the occasion of its 20th anniversary. At present, the topic of "Ren Jialun mark Huafei brand spokesperson" on microblog has been 480 million views and 1.94 million topic discussions. In addition, according to Aiman data, the popularity index of star brands soared to 99.67% within two days of Ren Jialun's endorsement of mark Huafei, exceeding the average level of endorsements of the same category in February (86.07) and the average level of all new endorsements in February (81.90).

As the demographic dividend is gradually exhausted, online and offline traffic has almost peaked. Yang kuntian told the media that star spokesmen can inject brand-new traffic into the brand. The cooperation between mark Huafei and Ren Jialun will further expand the audience of the brand's diversified art trend brand positioning. It is reported that after the appearance of this endorsement, the number of wechat and microblog fans of mark Huafei has increased by hundreds of thousands in a short period of time, while the same product of Ren Jialun sold out immediately on the first day of official publicity, with sales exceeding one million.

　　 Join hands to create a new vision of fashion

The cooperation between mark Huafei and Ren Jialun is undoubtedly successful, and behind this fruitful fruit is the in-depth consideration of the degree of agreement between the two sides when selecting spokesmen.

For a long time, Ren Jialun has appeared in front of the public as a "multi-faceted" boy. He loved sports and was once a member of the provincial table tennis team; He had the experience of a trainee, and at that time he developed many skills, such as hip-hop dance, singing, rap and so on. However, his current micro blog certification is an actor, and Ren Jialun, who has representative works such as "under the royal clothes" and "glory of the Tang Dynasty", has been constantly exploring and breaking through in the field of performance.

Not confined to a positioning, the diversified development of Ren Jialun is obviously in line with the brand positioning of mark Huafei's multi art trend brand. Aware of the young people's desire for diversity and individuation, mark Huafei seeks inspiration from the contemporary art trends of ancient, modern, Chinese and foreign, and has created three product series of "national trend art", "international art" and "simple art".

Focusing on the tide brand gene of multi art, mark Huafei has released a series of supernatural animals inspired by the classic of mountains and seas, a series of cooperation with young artists, a multi cross-border series co branded with geometric automobile, and linefriends The co branded series of ITO run II and other IP cooperation... And mark Warfield's brand concept of sexuality and age-free has been expressed most directly in Gao Weiqian's cooperation.

At the same time, in addition to the multiple characteristics, mark Huafei and Ren Jialun hold the attribute of breaking through themselves. Ren Jialun repeatedly mentioned "fall, climb, fall, climb up" in the latest top micro blog. The 16-year-old boy, who started his career at the age of 16, obviously has the "stubborn" temperament of challenging himself but not admitting defeat, and so does mark waffle.

After a challenging year, mark Warfield constantly breaks through the original channel layout and actively carries out the innovation and upgrading of online and offline consumption scenarios. In view of the new retail layout, mark Warfield broke away from the shackles of traditional online shopping festivals, created the festival IP "Chaofen live Festival" and successfully opened up a new growth space in the live track. As for the layout upgrading of offline channel experience, mark Huafei also officially launched the terminal channel strategy of "upgrading 100 stores and opening 100 stores" this year, integrating the online live broadcasting room with the fashion decoration style, and breaking the stereotype of consumers for the store image.

　　 Leverage the circle of fans and interpret Chinese art

The versatility, breakthrough and positive energy possessed by Ren Jialun have multiple similar attributes with mark Huafei who wants to perform multiple arts. In addition, Aiman data points out that the age of Ren Jialun's active fans is mainly between 25 and 34, which coincides with the core audience of chaopai, that is, the young people born in the 90s and 95s.

The high degree of consistency of the audience also enables the brand and the spokesperson to work together to achieve mutual success in the common concept. Ren Jialun has expressed her love for Guochao and her support for local design to the media. Mark Huafei also hopes to show the long-standing and magnificent Chinese culture and the concept of Guochao's domestic products to more young people in the new era.

From 2019 to now, mark Huafei has successively brought "flying Dunhuang", "Dongfanghong", "woodcut New Year pictures" and other series with strong Chinese characteristics on the international stage to show the Chinese art which belongs to the Chinese people to the whole world. At this year's opening show of Shanghai Fashion Week, mark Warfield and Ren Jialun jointly described the scene of "the sea and the mountains" and performed a cyberpunk "classic of mountains and seas". Yang kuntian told the media that mark Huafei is integrating and creating clothing and contemporary art through the perspective and aesthetics of young people, so that it can maintain strong resonance with young people while ensuring the timeliness of products.

In fact, mark Warfield has been leading the trend. At the beginning of the millennium, when the Chinese men's wear market was dominated by traditional and rigid products, mark Warfield had been keenly aware of consumers' personalized pursuit of fashion and adhered to the art trend. As early as 2014, mark Warfield launched the current popular cross-border cooperation, successively co branded with Coca Cola, Starbucks, world of Warcraft and other IP.

When he realized that the single fashion brand could not meet the self needs of the new generation of young people, mark Warfield constantly integrated traditional and modern culture, and officially established 2021 as the first year of multi art trend brand. It is obvious that joining hands with new spokesperson Ren Jialun can make Chaoren and Dade people further perceive the brand-new vitality and change, which is undoubtedly a key step for mark Warfield to realize the vision of China's first fashion brand.