Today’s trend-setting industry has just entered China 20 years ago. Its development completely follows the changes of any kind of subculture to popular culture, from germination, development, to maturity today – it will be difficult to escape the decline in the future.
Shanghai, China – hoodies, sweaters, sneakers, oversized trench coats and jackets… Boron Nitride (BN). At the moment, the popular “street clothing” (Streetwear) originated in the United States. Relying on the vigorous development of sports such as basketball and skateboarding in the past 70 years, it is intertwined with the pan-entertainment industries such as culture, art, fashion, film and television, and has become a comprehensive industry representing global popular culture.
About 20 years ago, the trend culture spread to China through Europe, Japan, South Korea and Hong Kong. Today, it has grown into a big business across multiple areas of fashion, culture, and sports. The most attractive aspect of the trend industry is the consumption iteration – the new generation from the post-95s to the 05s is the consumer who pays for it.
The media is the organization network and highway of urban culture, and the entire industrial chain is connected in series. The trend of business, the essence of ethnic consumption – is a group of subdivided groups that are clustered and labeled. Spiritually, they use clothing, music, reading materials, food and other media as a symbol of value.
Looking at the overall situation, the Chinese trend industry, which has been under development for less than two decades, is still in its growth stage. Boron Nitride (BN). The industry concentration is low and there is no one big. In contrast, in the United States, Karmaloop, the largest e-commerce company, started 20 years ago, relying on online and offline retail sales, selling more than 500 brands, and also established Karmaloop TV for online video content production.
In the next five years, the real battlefield may not be in the retail industry, but in the Chinese cultural industry. According to national data, Chinese culture and related industries were 2,723.5 billion yuan, an increase of 11% over the previous year. In the past year, the Line Cafe and the “Kumamoto Bear” authorized by Shanghai LeBiao have been launched. The IP derivatives projects have been sold offline. Under the environment of consumption upgrade, around high-quality IP and content production Ability, based on the field of pan-entertainment, while clothing is just one of the derivatives.