Who Can Really Understand The New Youth, Who Will Have The First Chance In The Future Market

"Who can really understand the new youth, who will have the first chance in the future market."

During the national day, have you been "micro travel" screen friends? Under the deep influence of urban life normalization and epidemic prevention concept, many young people give up travelling and choose the nearby outdoor activities.  

According to the data of more than 1000 stores and app in Yonghui, during the National Day this year, the sales of camping tents, picnic mats, barbecue tools and other outdoor products saw a significant increase, nearly 70% compared with the same period last year.  

What's more, this outdoor activity of experiencing nature under the principle of proximity enables more young people to see another way of life to release pressure, which will affect the consumption trend of young people and fashion industry for a long time to come.  

Just yesterday, GXG launched its 2021 winter new product release conference with the theme of "live your life, go to the wild". The scene of the big show was set in the outdoor natural environment of Golmud, Qinghai Province. Behind this, it is not only to lead the audience to immerse in the natural atmosphere, but also to judge the trend of new outlets in the fashion industry. In addition, GXG has set up a "live camp theme live studio" outdoors, inviting young actor / brand close friend Bi Wenjun, talk show star he Guangzhi, fashion blogger Anne fan and internationally renowned down designer Chen Peng to witness the launch of GXG's winter new products.

In the last two years of involution, advocating outdoor natural lifestyle has gradually become the mainstream lifestyle of young people.  

Young people should always be fashionable and go out of the street, and switch between urban and outdoor scenes at will. Looking back, we find that GXG's fashion products are no longer the appearance of our traditional cognition, but with high fashion and outdoor functions, they have become the fashion choice of more and more young people.  

At the 2021 winter new product launch, GXG created "youth down manufacturing bureau" 2.0 to balance fashion and outdoor, making them the key to young people's lifestyle.  

The concept is to make the down jacket meet the light needs of daily "urban" wear, adapt to the basic functionality of "outdoor" travel, and cope with the "extremely cold" and changeable severe weather. Compared with last year's GXG youth down manufacturing Bureau version 1.0, the new series of items are more fashionable and functional.  

Through the live broadcast, we can see that GXG's show has realized multiple scene switching in Salt Lake / Gobi / water Yadan / Field Road, and its purpose is to present the scene application of three product attributes of city, outdoor and youth stage.

The style of Urban Series originates from the nature. Only by remolding the unconventionality can we realize the individual freedom. The outdoor series is mainly in military green, and based on the large silhouette cutting, it makes the shape more layered through the patchwork. The youth stage series is characterized by intense color collision, multiple deconstruction and splicing, overlapping digital printing, arc quilting and pressing glue. Under the multi information intersection of the modern network, the youth give birth to multi-faceted self and burst out infinite inspiration and creativity.  

It is worth mentioning that in the winter of 2021, GXG encourages people to experience more diverse "light outdoor" scenes, adding more special features to the clothing design. For example, this two-piece detachable outdoor windbreak jacket has 9 billion micro holes in a square inch nano film. And a drop of water is bigger than these tiny holes, and water can't pass through. It can resist the rain and snow in the storm, and achieve super waterproof and windproof performance.

There are also long white down of extremely cold series, which is imitated by shark skin transfer and bonding technology. It has the feel of shark skin and is gentle, environmental protection, fashionable and can achieve outdoor heat preservation effect. Moreover, stains can be wiped with wet wipes, which can perfectly solve the problems of easy to be dirty and difficult to take care of.

In addition, Chen Peng, a well-known designer who has cooperated with GXG for three times this winter, continues the previous design style. In addition to the large profile features, he now uses a lot of deconstruction and splicing design to show his multi-faceted self, making the whole wave of products more "Youth" fashion.

Through direct dialogue with young people through products, the purpose is to make every consumer realize that the "pro Life" advocated by GXG comes from their life.

According to "2021 men's consumption insight report" released by questmobile, male users are the backbone of online high consumption population, and maintain a sustained growth trend.  

Online consumption capacity of more than 1000 yuan male users have reached 122 million, and young male users lead the trend of outdoor sports, but also gradually expand to more diverse groups.

From the current characteristics of the male consumer market, brands must always maintain more effective communication if they want to be favored by consumers.  

According to the new fashion report of spring and summer 2021 released by cbndata, it is pointed out that "more clothes for one", "wear for scenes" and "comfortable wear" are becoming the new synonyms of generation Z consumption.  

We believe that young men have a better view of the scene of life. In the past, they had their own requirements for different occasions to wear, but now men prefer to break the limitation of clothing and scene.

In the era of diversified categories, homogenization and fierce competition, brands must first have innovative ideas, and then occupy the minds of consumers through effective communication, so as to bring sustainable effects to the brand.  

It can be seen in the 2021 winter new product release conference that GXG's show is more about the adaptability of products to outdoor scenes by switching to outdoor environment in multiple scenes. In fact, it is the same with the fact that from outdoor, urban and youth stage series, GXG has developed fashionable pieces with both fashion sense and functional features.

2020 is known as "the first year of outdoor", and the number of camping searches on major platforms is increasing. In fact, GXG launched the xlab innovation pilot program in 2019, followed by the youth down manufacturing Bureau in 2020  。

We can see that GXG is always sensitive to the change of young people's preference, and has different logic of "planting grass" in different stages. For example, the current GXG also goes deep into the omni-channel digital layout. At present, GXG is also one of the most cooperative brands with major platform anchors, including Weiya, Li Jiaqi, Sydney, star shipping officer Liu Tao, etc., to maintain the high exposure of the brand.

GXG continues to maintain dialogue on young people's channels. GXG has formed a closed loop of communication and communication on wechat, microblog, Douyin, xiaohongshu, tmall and other major platforms, continuously occupying the minds of consumers.  

All this is inseparable from GXG's insight and analysis of users, and the establishment of its own IP "youth down manufacturing bureau" is aimed at simplifying the recognition process of fans for the brand and narrowing the distance between them. 　  

With the continuous development of young consumers' trends and shopping habits, their consumption behaviors and preferences are different every year. For the brand side, this change also creates new opportunities.  

GXG continues to output new solutions, maintain agility and adaptability, and update the theme concept of "youth down manufacturing bureau" every year. Instead of making a single input, it is regarded as a window to collect new needs of new youth, and then reach young consumers from ideas, products and omni channel communication.  

Next, I believe that the concept of "youth down manufacturing bureau" will germinate here, and more new youth will gather here.