When BOY Tmall closed the store, I sent a circle of friends, saying that "the tide brand in China is not long-lasting, the national tide is also", and as a result, many "enthusiastic" friends have sent messages to "correct" me, saying that people are just changing agents, and the business is very good;
I understand what they mean: people close a Tmall shop, you Y will catch the wind and catch the shadow to step on a foot, not authentic;
People who have read my previous articles should know that I have repeatedly disapproved of the development of Tide brands in China in articles such as "The Essence of Tide Brand", "Metersbonwe", "Bosie" and so on... Note that it is not "not optimistic about the tide brand", but "not optimistic about the development of the tide brand in China"
The reason is that there is no customer base, so what is the customer base of these so-called tide cards?
1, social development - the world's tide brands were born in developed countries in Europe, america, Japan and South Korea, and some of China's first-tier cities are similar to developed countries;
2, youth rebellion - there are a large number of young men in the society who are "not doing their jobs" or "unable to work", and the rebellious emotions are bursting, such as the era of the fire of "Ancient Puzzle Boy", which is an employment problem
3, street gathering - teenagers drop out of school prematurely, mix on the streets, merge with street youth, and become a factor of instability in the eyes of the police, which is an educational issue;
BOY and other European and American tide brands, in this way, the eagle on boy's LOGO, and the Nazi eagle is almost the same, and the degree of rebellion of its founder can be seen;
Compare the three conditions to see if China has a basis for the survival of tide cards;
1, the social environment: China's large cities are more and more developed, it seems to meet the basic conditions for the survival of the tide brand / national tide, many people are eager to try;
2, youth employment: China's aging is getting more and more serious, youth is not enough, a large number of young people can not be employed situation will not appear;
3. Juvenile enrollment: After the expansion of Chinese universities, more than 30 million people attend university campuses throughout the year, and in addition, 9 years of compulsory education has avoided a large number of teenagers from becoming street thugs;
There are no large number of rebellious young people in China who have become street thugs, there is no soil for the tide card to survive, and it is only a matter of time before it dries up;
You must be curious, since there is no soil for the survival of tide brands in China, why are BOY sales still so good?
Before talking about why BOY sales are good, let's talk about two types of "special customers" in China, which I will call "lying to win girls" and "middle-aged boys"
The special feature of "Lying To Win Girl": consumption is not in line with their own ability
The special feature of "middle-aged boys": consumption does not match their age
First of all, "lying to win the girl", this group is divided into 2 kinds, one is the second sister (second generation), the other is the third girl, they are young, beautiful, good figure, high consumption, is "father to pay" and "dry father to pay"...
I have seen "a 21-year-old second sister spend 230,000+ a year in a certain brand", and I have also heard a friend brag that "an old man in Singapore took two sisters (three girls) to abduct 200,000 goods"...
Their demands are mainly 2, one is beauty, the other is expensive, so they will visit designer collection stores, but also buy luxury brands;
Speaking of "middle-aged boys", aged in their 40s (four brothers), excluded from the mainstream workplace, in order to re-employ or start a business, they need to mix circles, in this social state, too serious (formal) or too high-profile (luxury) is not appropriate;
Their core appeal also has 2, one is not high-profile, the other is not low-key, so they will buy a big LOGO tide brand (not expensive or cheap), but also buy a "light luxury" brand;
So the so-called tide cards such as boy and champion were in an inexplicable state, and were arched by middle-aged boys (old bastards);
Why isn't "Ancient Puzzle Boy" hot? Because there are fewer little assholes!
Why is "Old Cannon" on fire? Because there are too many old assholes!
Whether it is a fashion brand or a luxury brand, mainly selling LOGO, these extremely low-cost brands wear on the body, are used to please others;
In China, the price of BOY, small can not afford to consume, the more old, the better the business of BOY and champions, once the old are successfully re-employed, enter the office, will quickly abandon boy, and become a professional who dresses similarly with colleagues;
Some people will say that many companies do not recruit people over the age of 35, as the old of the fourth brother, do you still have the opportunity to enter the workplace?
From a social point of view, whether it is a small, or an old, more mixing will affect social stability, referring to the 0 yuan purchase of the United States, Chinese society has the subjective will to reduce assholes;
From the perspective of, most of the old have a family and mouth, and they also have the subjective willingness and objective ability to re-employ, re-employment is inevitable, and it is only a matter of time before they give up BOY;
You must think, even if the old gives up boy, won't there be a new generation of old?
The replacement of the old and the new is inevitable, and I am not optimistic about the long-term development of BOY and other tide brands in China, for the following reasons:
1, I don't think there will be more and more old in China;
2, I don't think the next generation of old will still arch the tide card;
3, I don't think the tide brand can still grow and develop without the asshole;
Finally, let's talk about the national tide, the national tide style is against the American tide brand, the core customer group is college students who have not become a small, the price of the national tide is also against the american tide brand, and college students without income cannot afford to spend;
College students can't afford to spend the national tide, so what about the old?
From the perspective of the function of pleasing others, the national tide is certainly not as good as the international tide brand such as BOY, so the old wear boy and champion, and why wear the national tide?
So, how many consumers are there? Can they buy it for a long time?
Once upon a time, zhuo Y, the "fairy brand" arched by the "lying winning girl", had a mark-up rate of 17 times (cost 300 to sell 5,000), almost every store was a tens of millions of stores, and now the scenery has long gone;
Today, the street slip brand BOY that is arched by the middle-aged boy has the same mark-up rate of more than 10 times, the economic recovery, the old re-employment, how long do you think boy can still be hot?
As long as Chinese society does not change color, there will be no on the streets of China, and there will be no future for tide brands in China.