Source: Chief Brand Officer
In just a few days, the fashionable light outdoor brand Moxun MOTION has become popular.
On Douyin, e-commerce V@ Brother Yu and Sister Mao Mao live broadcast Amway's TA home sunscreen clothing, fashion creative media @FASHIONZOO, actor @Zhou Jieqiong, Douyin talent @seriousgirl_Yan Jiu and many other social media, artists, KOLs and KOLs posted new sunscreen clothing and new product related videos related to Moxun MOUTION.
According to the data, the Douyin topic #茉xun has more than 670 million views.
Before that, Moxun Moution also brought sunscreen clothing, which does not have much intersection with fashion, to London Fashion Week and Shanghai Fashion Week. Among them, a group of outdoor collocations with "mint manbo style" have attracted countless young people to cue "fashionable essence in the sunscreen clothing industry".
"Mo Xunzhen's eyes lit up, and he took a new direction. 」
"Moxun's sunscreen clothing is really good-looking and durable~"
"It's just a fashionable thing in the sun-protective clothing industry. 」
As the hottest outfit trend this year, the momentum of "Mint Mambo" has almost overshadowed the "dopamine", "Maillard" and "Gray series" that have prevailed for many years.
The hashtag #mint mambo has been viewed 1.99 billion times on Douyin. In addition, the topic #Mint Mambo Dressing and the topic #Spring will be Mint Mambo have a total of nearly 2 billion views.
Under these topics, MOOTION is also a frequent visitor. TA's "hooded sunscreen clothing + shark pants" has become a popular outfit formula this year.
However, it should be noted that MOOTION was only established in 2019. How did such a cutting-edge brand quickly capture young people?
According to the "concept-behavior-image" MBI management, the brand actually represents a relationship between the user and the product. Then no matter what branding, there is no shortcut, and it should be operated back and forth between users and products.
This is particularly appropriate with the term "mint mambo".
"Mint" gives people the association of fresh and energetic natural tones and soft drape clothing fabrics, which is the functional expression of the product side.
"Mambo" is a Latin dance with unlimited and informal dance steps, representing the user's emotional expression of individuality and self-pleasing through clothing.
Brother Pin believes that the reason why "mint mambo" can become a leading fashion trend for Chinese people is because of the fusion of functional and emotional expression behind it. It is reflected at the business level, that is, users are no longer satisfied with a single product function, but get a "function + emotion" integrated solution through a very small touchpoint.
The reason why MOOTION has begun to be regarded as a way of life by young people is also inseparable from such a "integration".
01. "Mint Mambo" style product expression
with technology and design
Fusing the boundaries of the outdoors and fashion
From the perspective of product expression, MOOTION is actually a brand with both user thinking and product thinking.
Before designing products, MOOTION has a deep insight into user consumption. For example, FabricsChina has a survey that in the current Chinese consumer market, the "self-pleasing consumption" that emphasizes the display of personality and the pursuit of quality is growing. For the consumption of clothing, it has begun to be regarded as a way for people to show their personality and charm, as well as to express different attitudes towards life.
Through the interaction with users on multiple social platforms such as Douyin, Moxun found that people's pursuit of clothing is more simple and casual, and the seemingly well-defined styles of life, fashion, sports, and outdoor have gradually converged.
The product is the carrier of the brand, and the brand is attached to the product. How to express such brand insights to users through product language?
First of all, start with the most basic fabrics and craftsmanship, and let the functionality of the product itself be integrated with the fashionable design.
MOOTION is the pioneer of China's original yarn sunscreen clothing, and its exclusive research and development of cooling-fresh ice titanium technology original yarn sunscreen fabric. In the sunscreen fabric yarn, MOOTION also adds titanium dioxide anti-ultraviolet agent to the sunscreen clothing instead of using coated fabrics. Not only does this block at least 98% of UV radiation, but it also retains a high level of UPF50+ sun protection even after 100 washes.
In addition, MOTION's unique weaving process can control the dripping water of the dripping fiber, breathe and dissipate heat, and the cooling fiber can export excess heat and feel cool, creating an instantaneous and long-lasting wearing experience for users.
Secondly, the pursuit of innovation and breakthrough in design, the perfect integration of fashion elements and outdoor functions.
In the past few years, outdoor activities such as city walking, cycling, camping, and fishing have become a new way of life for young people. According to the "2023 Outdoor Life Trend Report", outdoor has gradually moved towards life and nationalization.
However, looking back at the past, sunscreen clothing was mostly regarded as a tool in a specific sunscreen scene by users, and there were few fashion considerations.
Under the hard-core fabric technology, MOOTION breaks the boundaries of urban commuting and travel with avant-garde design, integrates gentle power and the beauty of natural life, and extends the yearning for nature and the freedom of comfort.
In the case of Motion's London Fashion Week and Shanghai Fashion Week shows, it's hard to imagine that this is a sun-protective garment with its striking color collisions, sculptural shapes, and draped modern bias cuts.
Other show models include cropped zippered hoodies, cropped capes, cycling pants, bell bottoms, etc., presented in a variety of styles, and also provide users with many interesting layering possibilities.
It can be said that MOOTION is telling a story of light outdoor fashion with Chinese characteristics.
This has also been favored by the majority of users - according to the average monthly playback data of Douyin e-commerce clothing industry videos exceeding 220 billion, as well as the model analysis of the international trend forecasting agency WGSN, the "Douyin Clothing Industry Trend Report Spring and Summer Wear Chapter" was released not long ago.
In the trend report, the hot style "Energetic Outdoor" is favored by young people who are keen on niche outdoor sports and socializing with its vibrant bright colors, outdoor design details, windproof and waterproof performance fabrics, etc. Among them, MOTION was selected as a representative brand of "dynamic outdoor" style and was selected into the WGSN recommendation list.
In general, from the perspective of users, MOOTION reshapes light outdoor products with innovative technology and design aesthetics, so that more young people can feel the freedom and comfort of outdoor life in urban life.
Whenever I want to go out, I think of Mo Xun first...... The "natural balance between the outdoors and the city" that young people crave is a package solution from MOTION.
02. "Mint Mambo" style user communication
Lifestyle-based operations
Integrate the pursuit of personality display and quality life
On the product side, through technological innovation and design aesthetics, MOOTION has created a fusion experience of practicality and fashion. So, from the user side, how should brands communicate?
The answer to MOTION is also "fusion". Whether it's a display of personality, emotional expression, or the pursuit of quality of life, the brand operates as a lifestyle.
The first is to choose the "lifestyle leader" most respected by contemporary young people as the brand spokesperson to convey brand awareness.
In mid-March, Moxun MOUTION's official WeChat announced that Dong Jie, the brand spokesperson of Moxun MOTION in Greater China, and Wu Xin, the spokesperson of fashionable light outdoor.
The lifestyle label represented by the two stars is particularly obvious.
As a film and television actor, Dong Jie has experienced ups and downs in her acting career, but she still maintains a beautiful sense of healing. After taking her children back to her hometown to live, she shared her real daily life with netizens on Xiaohongshu with great enthusiasm. Without heavy makeup, we can directly see the traces of time on her face, and we can also feel the exquisite and beautiful slow life from her slow and logical words.
Dong Jie represents a quality lifestyle.
And Wu Xin, who is famous as the host of the show, has recently become the focus of attention with a set of "mint mambo" outfits in "The Great Detective". At that time, after Douyin @大detective announced this set of stills, the number of likes quickly reached 79,000, and the number of retweets exceeded 22,000.
Looking back on Wu Xin's fashion outfits in the past, they were once evaluated by the entertainment media as "carved by the years and blooming with personality".
The pursuit of individuality has always been the label of Wu Xin from the outside world. In entertainment programs, she is often evaluated as fearless of external doubts and focusing on her own world with her lively and cheerful image and straightforward expression.
She once mentioned in an interview, "It doesn't matter if others agree with you or not, you care more about whether you like yourself or not." ”
In this regard, when Wu Xin appeared at Milan Fashion Week, he sparked heated discussions because he was wearing loose and fat slacks like pajama pants, with white short sleeves and a black windbreaker.
This relaxed and free life attitude is also regarded as a model by many contemporary young people.
However, the way of life, the attitude to life, is retreatal and abstract. It is more like a kind of spiritual yearning, which has been concretely carried on the symbols of specific representative figures. The brand, as an abstract relationship between users and products, also needs to be concrete and symbolic.
Therefore, signing Dong Jie and Wu Xin as spokespersons is actually Moxun MOTION finding a concrete expression carrier for itself.
Secondly, it cooperated with ROKSANDA, a popular designer of the same lifestyle brand lululemon, to enhance the brand's potential across borders.
At London Fashion Week and Shanghai Fashion Week, MOOTION brought a collaboration with British fashion creative brand ROKSANDA.
The latter, designer Roksanda Ilinčić, is a beloved design force of European royalty and celebrities. His signature ready-to-wear and accessories are designed to reflect the harmonious coexistence of family and history, man and nature, past and present.
In addition, Roksanda Ilinčić is also a well-known designer behind lululemon's popular style. The yoga apparel brand, known to the Chinese public, has grown to become the second largest sports brand by market capitalization beyond adidas. It also provides comfort and versatility in a stylish way through sportswear that users can wear to any everyday scene with lululemon.
ROKSANDA, lululemon and MOTION, the three brands have their commonalities. On the product side, they are blurring the boundaries of sports, fashion, life and outdoor scenes through design aesthetics or product language, while on the brand side, they are operating based on lifestyle, leading contemporary young people to gradually evolve a new natural attitude and lifestyle into a new social mode and trendy culture.
For MOTION, it is not only a traditional co-branding to attract traffic, but also a value proposition that strengthens the brand's pursuit of personality display and quality life.
Clearly, young people are paying for the amplification of such a value proposition. On Douyin, @认真少女_颜九就用Vlog的形式纪录了上海时装周茉寻MOUTION× ROKSANDA collaboration, the video currently has more than 51,000 likes.
Mo Xun is really at the forefront of fashion
The pinnacle of fashion with pop elements
Since sunscreen clothing can still be on fashion week, it's amazing
Of course, at the moment when Roksanda walked into London Fashion Week, the value proposition of MOOTION was also brought into the birthplace of international avant-garde fashion, and it was a key experiment for Chinese light outdoor brands to show their unique charm in the international fashion stage.
It can be predicted that there is a certain possibility for the birth of Chinese brands with an international vision.
03. Write at the end
Moxun is becoming a unique spiritual system
Looking back on the traditional clothing industry in the past, and even the entire Chinese consumer industry, we are moving from the "rise of domestic products" to the "rise of domestic brands".
Moxun MOTION is one of them.
When it comes to the functionality and value of a brand, users are actually only concerned about a few things. The first is to solve the problem of cognition, so that users can remember and form a differentiation from other brands, and the second is to solve the problem of trust, so that users can rest assured that they will choose first.
Through technological innovation + design aesthetics, as well as the integration of outdoor + fashion, Moxun MOTION has obviously opened a gap in cognition and trust.
A more advanced brand will be more resilient or viable because of culture or belief. Like brands such as lululemon and Patagonia, they actually represent a way of life or a unique spiritual system.
With such a spiritual system, Coca-Cola's founder, Asa Candler, was able to say that even if the factory burned down overnight, he would be able to resume production immediately.
And we can also clearly feel that Moxun MOUTION, which is based on lifestyle management, is also talking about personality display and quality life to build a unique spiritual system.
This may be the core of Moxun's rapid capture of young people.