"Oriental Trend" Emerges In Milan Fashion Week: Chinese Clothing Brands Explore New Possibilities Of "Updating" In The Diaoyin Mall

The autumn wind is rising again clothing New trends in the industry. Under the traditional business model, it was relatively simple to launch a new business, just replacing light summer clothes with heavier clothes. At that time, the main task of the brand was to open up channels and widely distribute goods. In the current era of consumer sovereignty, the action of "updating" itself is in urgent need of upgrading.

Today, with the rapid development of social economy, consumers have full autonomy in shopping. Today, their demand for clothing products is more personalized, diversified and complex, and they no longer stay at the basic quality, but more hope to obtain spiritual pleasure and satisfaction. Facing more "picky" consumers, how can Chinese clothing brands achieve "effective innovation" and establish consumer value identity with users in the golden window period?

In 2022, Xinhua released《 Guochao brand The Youth Consumption Insight Report shows that 78.5% of consumers prefer Chinese brands, which is 72% higher than that of foreign brands. The post-90s and post-00s focus on quality when consuming, and pay attention to appearance, technology, emotion and cultural connotation. For the clothing industry, this is an opportunity as well as a challenge. Looking at the international fashion circle, Chinese elements have dominated the focus more than once. At present, consumers are not only limited to the "national style" of elements, but also pay more attention to the story and cultural connotation behind the goods, as well as the product strength shown in the actual dress.

This autumn and winter, Diaoyin Mall joined hands with Fashion Bazaar to launch Milan Fashion Week to“ The "23 Autumn and Winter New Product Fashion Show" of Douyin Mall brought the new products of this season to the international stage, completing a collision between international fashion and oriental aesthetics. With the same frequency as the fashion show more than 6000 kilometers away, the creative "Shangxin" show is also spreading out in front of consumers based on Diaoyin e-commerce and global resources.

During the event, the Diaoyin Mall, in conjunction with brands such as Aokang, Seven Wolves, ubras, Ailaiyi, Yaya, Govan, Ono Hezi, Uniqiao, geniolamode, Yinger, etc., took advantage of the International Fashion Week to create a "show" of Diaoyin Mall clothing, and through the platform to customize the style, connect the full scene resources in the station, official live broadcast special sessions, and drain the scarce resources of e-commerce, Multi scene presentation of new products, transmission of unique brand value, activation of new transformation, and promotion of business.

As of the end, the payment for new products of merchants participating in activities in the apparel industry has increased by 60% month on month, and 240 new products have exceeded one million. At the communication level, under the matchmaking of the platform, stars lead the way, 100 experts participate in the topic activity, and the main topic of the activity # The world is catching up with the oriental trend The volume of dithering has reached 610 million times. The UGC derived topic # If I make it to the top of the list of dithering hotspots on the Milan show, the related topic # Liu Genghong and his wife went to Milan, # Xu Jiaqi and Cecilia Cheung took a group photo comfortably Wait for 5 topics to become hot topics on microblog.

At the live broadcast level, at the beginning of September, focusing on the main products of the cooperation of "Shaking in the new trend, updating in autumn and winter", the cumulative number of users watching the activity exceeded 4.56 million, and the cumulative number of viewers exceeded 16 million. This time, let's Clothing brand Standing on the stage with a broader vision, consumers can also intuitively feel the strength of the oriental clothing industry. For the development depth of the industry, this is a big step towards the long-term goal.

Industry style: Diaoyin Mall, together with "Fashion Bazaar", the national brand new product is on the Milan show

As one of the four major international fashion weeks, Milan Fashion Week has always been a vane to promote global fashion trends, and also a "barometer" of world fashion design and consumption. "Shake in the new trend, and make innovations in autumn and winter" has brought about the great movement of "the world is catching up with the eastern trend" this year.

September is also a new important node in the autumn and winter of the clothing industry. This time, the "New Autumn and Winter Fashion Show of Dithering Mall 23", jointly created by Dithering Mall and Fashion Bazaar, brought the new stage from the online platform to the Milan show, not only to the consumers in the station, but also to the global audience to show the new autumn and winter clothing fashion items from China, Xu Jiaqi KIKIKIKI On the day of the fashion show, celebrity celebrities such as Liu Genghong made a direct visit to the show to explain the new autumn and winter products of the same style. The official number of "Fashion Bazaar" used live cameras to bring tens of thousands of viewers to "Cloud Walk" Fashion Week, with a total exposure of more than 11 million.

• Customized scenes to sublimate the new atmosphere of the category

The theme exhibition area of the site is equipped with brand exclusive exhibition space, and each major brand brings its own fashion items with a sense of design and Chinese style to highlight. During the Fashion Week, through the in-depth presentation of exhibition show merger and dynamic static combination, the new autumn and winter products of various brands can be presented in depth on the international stage. At the same time, the professional team of head fashion media has brought a wave of high-quality print blockbusters and short video content output on the street to show the eye-catching performance of the new products. In the international fashion trend theme salon, the industry leaders focus on Chinese intelligent manufacturing and Chinese design to discuss design trends and consumption trends.

Oriental culture, future science and technology, and western fashion spirit are talking here. In the long development path of Chinese clothing brands, brand power has always been a pain point in development, and product power has been good enough, but in the world market, the brand's "coffee position" is much weaker than the strong product power. This Milan Fashion Week is a good time for Chinese clothing brands to take their place in the world. This show shows everyone the strength of Chinese clothing.

　 • Build a domestic fashion label with a long history

Appearing at the international show, these familiar Chinese brands have a leisurely dialogue with the world with new autumn and winter clothing fashion pieces to show the beauty of domestic products. This voice also let China Clothing brand The image of is becoming clearer. Today's Chinese style is not just a mixture of feelings and rigid symbols. Brands always adhere to deep cultivation in the field of segmentation, have a keen insight into the direction of the market, and always meet consumers' expectations.

Deep ploughing man leather shoes For 35 years, Aokang has found a better answer for "more comfortable men's leather shoes" by relying on 166 patents, 3 million foot mold data and shoe last design experts. The "Awakening" series of sports leather shoes unveiled in Milan this time are specially invited to Zhu Jingyi, the leading soldier of Guochao calligraphy, and former Bottega Mirco, Director of Shoes Design of Veneta Scoccia participated in the design, integrating the aesthetics of ink and wash calligraphy into the design, ingeniously balancing the boundaries between Chinese culture and the world trend, so that the "sports leather shoes" evolved from a bold idea into a piece of clothing.

Login for 4 consecutive years Milan Fashion Week "Seven Wolves" once again interprets the confidence of domestic brands with a double-sided jacket integrating quality, environmental protection, technology, fashion and other dimensions. Elay, who has been exploring fashionable down jackets for 26 years, shows exquisite, modern, new Chinese style and other diversified designs, breaks the boundaries of culture and aesthetics, and shows the brand's steady design skills. The national brand duck has taken a further step in the functionality and fashion of down jacket, and made its debut in the global "Icelandic goose duck down jacket". Founded in 2004, Gaofan, who focuses on goose down clothes, has searched for good luxury materials all over the world, released three series of black pearls, black gold queen and black gold function, practiced the standard of luxury goods, and set off the "black gold simple luxury style" in the European fashion circle. In addition, there is also a new and cutting-edge domestic brand, Okiko Ono, who focuses on aesthetics and follows the new trend of fashion to Milan. In recent years, they adhere to the brand concept of "wearing is comfortable, original and advanced beauty", lead the small round machine process, and successfully create popular pieces in the field of segmentation of bare leg artifacts in autumn and winter.

• Take advantage of Fashion Week to build an emotional communication field for the brand

The Chinese brands unveiled this time have been deeply rooted in their own industries for many years. As can be seen from the new products launched in recent years, these old brands that have been established for decades have never stopped communicating with the new generation of consumers, making upgrades and innovations in design creativity and fashion quality. This show of yourself on the international show also deepened more consumers' recognition of Chinese brands.

In recent years, the clothing industry has experienced the transformation from "focusing on production" to "focusing on brand". Now, it is the perfect time to promote brand upgrading. "Clothing is a good self introduction before speaking." Today's consumers are highly sensitive to fashion and brand culture, and prefer to get a sense of identity and emotional resonance from it in consumer decision-making.

"Shake in the new trend" The chemical reaction of IP integration of excellent resources from all over the world not only promotes short-term business growth, but also builds a communication field between consumers and brands. This new show has planted the seed of "the world is catching up with the oriental trend" in the minds of consumers. At the same time, the help of Diaoyin E-commerce has also enabled consumers to further establish the awareness of the platform "the first launch of new clothing products".

Product efficiency: from the show to the store, full link marketing helps to break the circle of new products in autumn and winter

It is the insight into consumers' requirements for the brand power and product power of clothing that makes the Diaoyin E-commerce continue its previous expertise, with "business platform x fashion media x The "big event of the industry" is a combination of strong players. Through a series of live broadcast sessions and resource overweight, the station closely follows the rhythm to promote the flow into orders and help the national brand achieve both volume and business.

Based on the powerful content field of this activity, the whole cycle, content publicity inside and outside the station continued to increase the popularity of the whole network, and the precise recommendation for users in the station stimulated interest transformation. Before the opening of the Fashion Week, a phase of buying boom has begun in the Diaoyin e-commerce station, and consumers' support for domestic products has also achieved a "two-way rush" after the official opening of the Fashion Week. The industry's top anchors have joined the IP special session to explain in depth and bring goods to build brand reputation. The main topic of short videos, the opening screen, the resource position of the mall and other scarce resources are the brand diversion, and the atmosphere of new promotion is full.

During the Fashion Week, consumers will lock new fashions in real time while "watching the show from the cloud", and buy the same new products and good things at the show with one click. The seamless connection between the show and the store not only meets the emotional communication between young consumers and the brand, but also deeply presents the profound internal skills of the new products in autumn and winter in the thinking of "new Chinese style".

Through the show+store, the new products have been planted with grass at the same frequency as the big show. The event not only demonstrated to consumers the strength and quality of five major brands, including Aokang, Septwolves, Ailaiyi, Yaya, and Govan, which are on the same stage as the world's leading brands, but also realized the fast paced and high explosive flow gathering. The sense of participation brought by the combination of live broadcast and shopping malls has changed from the traditional "walking horse watching" style of graphic display, from the cultural connotation to the mood and atmosphere of the scene, to deeply penetrate into consumer cognition, and at the moment of "cloud watching show", there is a comprehensive transformation of grass planting.

During the event, 70 annual blockbuster new products of 5 brands were released through the dithering channel, and 9 of them paid more than 500000 GMV, of which Aokang's GMV increased by 108% year on year, and brand new customers closed nearly 40 million, with a month on month increase of 960%; The double-sided jacket launched by Seven Wolves and Aldo, a super runner designer, hit the young people's preference for sports and tough style. The new product payment increased by 147% month on month, and the average daily search increased by 269% month on month; Ailaiyi's new down jacket, combined with Chinese cloud shoulder elements, paid for a 37% month on month increase in GMV; YAYA/duck and duck color contrast outdoor parka hooded down jacket, a popular new product, sold for 1200w; Gaofan's new product payment GMV increased by 64% month on month, of which the six grid version of Pioneer 3.0 sold for 6 million yuan, ranking top 1 in the list of popular white goose down and down products, reflecting the excellent strength of old brands in single products. Ono and its sub brands have attracted more than 21 million new people, with an increase of 143% in average daily search and 69% in A4/A5 harvest. The product efficiency gains are significant.

At a new node in autumn and winter of clothing, the new volume on the Tiaoyin Mall moved from the platform to the international show, helping to improve Chinese brand Attention in the international fashion industry, go abroad and show Oriental beauty on the world stage. For consumers who are increasingly seeking emotional resonance, this is also a domestic product breaking circle jointly contributed by the platform, media, brand and consumers themselves.