Image credit: Roaring Wild
If you haven't heard of Chinese trend brands like Randomevent, Sankuanz and Roaring Wild, you probably haven't paid attention to YOHO! Trendy media such as Trends" or "NOWRE Present". Designed to cover the latest trends in the country for young people under the age of 30, this type of media is very clear about what Chinese trend lovers are paying for.
Streetwear is one of the most popular luxury goods in China. Market research firm Nielsen and Chinese e-commerce platform Mi Orange found that between 2015 and 2020, Chinese's streetwear spending grew four times faster than non-streetwear spending.
On the basis of reporting on the latest domestic fashion trends, YOHO! Trend Chronicle has gradually developed into an independent media brand. Since its birth in 2005, together with its sister magazine YOHO! GIRL has launched a co-brand with brands like Angel Chen, while its popular trend carnival Yohood has worked with Justin Bieber's personal brands Drew House, Daniel Arsham, Jon Burgerman and Medicom Toy.
Zhou Dongyu wears YOHO! GIRL × Angel Chen 4th Anniversary T-Shirt Shoot YOHO! GIRL Cover Image Source: YOHO! GIRL
NOWRE Present came a little later. Founded in 2014, the magazine has been popular for many years for its up-to-date domestic and international brand messages. In fact, 60% of the magazine's content focuses on domestic trends, and 90% of its readers are under the age of 30.
Peter Zhong, co-founder of NOWRE, and YOHO! Memphis, editor-in-chief of Trends, is communicating with China's younger generation of luxury consumers all the time. So this issue of Jing Daily Collabs & Drops talked to them about Generation Z, co-branding, and the current state of Chinese streetwear culture in 2022.
01
Peter Zhong
Co-founder of NOWRE Present
Image credit: Courtesy of Peter Zhong himself
Jing Daily: How do you think Chinese consumers have changed when it comes to streetwear?
Peter Zhong: My parents' generation, the domestic market was not very open, they always felt that foreign things were better. Even our generation is deeply influenced by overseas culture, not only obsessed with overseas culture, but also inclined to overseas products. But in recent years, things have suddenly changed. Gen Z doesn't think so. They feel that domestic production is on par with foreign products.
I think that for China's Gen Z consumers, they are more likely to express themselves through streetwear. They have a clear sense of self, they know what they want. So I think the spiritual idea conveyed by streetwear has changed over the years.
Jing Daily: Do you think influencers have had a big impact on China's Gen Z?
Peter Zhong: I think the impact exists, but Gen Z is not only influenced by influencers. When I was growing up, we mainly relied on the media to obtain information resources, but from the media point of view, today's media is in a state of decentralization, with bloggers and KOLs emerging.
When we first started the magazine, the media was still a few dominant centralized patterns. But this is not the case now, just as Vogue is a symbol of fashion, we have become a symbol of streetwear or street culture. The media landscape has changed, with a magazine now available on multiple channels and, as a result, its impact on consumers.
Image source: NOWRE Present Guest
Jing Daily: How would you paint a portrait of a Chinese streetwear consumer?
Peter Zhong: Today's Chinese streetwear consumers have a stronger sense of identity than the previous generation. At that time, the shape was uniform from head to toe. But now, people might like to wear sneakers with a Louis Vuitton jacket. For brands, this means that their goals are clearer and more challenging, as people are less loyal and attached to the brand itself, and they need to put in more effort to attract customers.
Jing Daily: What is the current status of streetwear collecting culture in China?
Peter Zhong: The climax of the sneaker collection is over, and it must have been five to seven years ago. While there are still a sizable number of sneaker collectors and the so-called "hypebeast" generation, I feel that this culture is slowly dying out. It's like hip-hop: everyone is listening to hip-hop, shaking their heads in sneakers. Currently in China, if you walk around the street, you can see a lot of children wearing limited-edition sneakers on their feet. Sneaker culture is dying out because it has been accepted by the public.
Jing Daily: You covered a lot of co-branding in NOWRE Present. Do you think brands should consider co-branding when entering the Chinese market?
Peter Zhong: I must say that the joint cooperation method has been abused. All brands are releasing co-branded collections, but there are still some brands that are launching co-branded products that make a lot of sense. This is a great business opportunity.
Some joint cooperation takes place abroad, such as two foreign brands working together, and they try to attract Chinese consumers with these products. They may have some understanding of Chinese consumers, and they want to do so in China. It's cool, brands do it all the time, it's the norm. But I think there's a trend in the future where brands, driven by Chinese consumers, are trying to work with domestic designers or with some of the Chinese brands that are coming out soon to gain the same influence as international co-branding.
02
Memphis (Petty Money)
《YOHO！ Editor-in-Chief of Trends
Image credit: Courtesy of Memphis himself
Jing Daily: What do you think the consumption habits of Chinese Gen Z are like?
Memphis: Our reader audience is 15-25 years old, and we know young people very well. We found that these people are very rich and they don't care about the price. The only thing they care about is whether something is cool or not.
Now, the national tide is cool, and local brands and crafts are widely popular. The younger generation believes that China is the first in the world, and they do not care about Europe and the United States. They think we are the best at everything.
Jing Daily: So do you think working with local brands is a good way for foreign brands to enter the Chinese market?
Memphis: Yes, a lot of brands are doing this now, especially those that are trying to re-enter the Chinese market because of the controversy. They intend to enter the market by helping local brands.
Jing Daily: How do you think streetwear in China has changed since you entered the industry?
Memphis: I think we first need to explore the impact of social media. They get a lot of inspiration from influencers, and the same is true when it comes to dressing. If they think that person is cool, then he is cool at what he wears.
Jing Daily: How do you see the difference between Chinese and Western Gen Z?
Memphis: The main difference is in consumption habits. Like I said before, Gen Z consumers in China don't care about price. And Gen Z in Los Angeles doesn't care about brands. Of course they don't care much about the price, but they don't spend too much money on it.
Jing Daily: Are co-branded products selling well in China?
Memphis: Yes, the co-branding method is especially suitable for brands that want to enter the Chinese market now. Consumers prefer co-branded products launched in collaboration with local brands or designers. For example, Roaring Wild and Randomevent launch a co-branded product every month or two.
The author | Sadie Bargeron
Translated | Panda Translation Agency Claire
Edited | Naomi Wu