Source: Northland Network
In recent years, domestic brands such as the "Forbidden City" series, Li Ning, Bosideng, and Baijiling, which are branded with Chinese elements, have continued to become popular in the market, and thus a Chinese wind has blown on the stage at home and abroad. Nowadays, fashion, beauty, food, automobiles, home, daily necessities and other fields are joining the new trend of cross-border integration of domestic products, which seems to be the trend of the times.
The national tide is surging and naturally inseparable from the behind-the-scenes pusher - Xiong Chao, who is also one of them.
Xiong Chao, China's top advertising creative and design master, whether it is modernist design, avant-garde art works or installation art experiments, cross-border creativity, etc., there are distinct personal characteristics in different styles of works, which can be called the master of diversified creative design. As a representative figure who has grown up in China, he also collects the wisdom flower of traditional Chinese culture in his field, defines the national tide in a unique way, and allows Chinese elements to embrace contemporary art.
Chinese advertisers who have won the most international advertising creative awards, their love is "Chinese style"
Winner of the Golden Lion Award in the design category of the first Cannes Creative Festival in China, the first Clioclin International Advertising Festival in Greater China, the Music Award, the German Red Dot Design Award, the Effie Gold Award, the Chinese Elements Grand Prix... If you must select the "Martial Arts Overlord" for the Chinese advertisers who won the International Advertising Creativity Award, Xiong Chao ranked second, I am afraid that no one dares to rank first: more than 500 international awards, the industry can win almost all the awards, and he also serves as the British Art Direction and Design D&AD Reviewer, ADFEST Asia Pacific Advertising Festival Review, New York Advertising Festival Review and other top competitions in the industry, each award and title represents the top height of "Chinese Advertising", It also represents the best level in the international advertising creative industry.
In fact, Xiong Chao's name itself is a golden sign in the field of advertising creativity and design. Nearly 20 years of international 4A advertising experience, Ogilvy, Leo Bernard, DDB and other advertisers dream of the temple, have been left by his excellent works, "Isolation Keyboard", "Green Walk", "I Like China Win" and other classic cases that are regarded as creative classics, not only creating great value for the brand, but also becoming a teaching material for the advertising and marketing industry.
However, as China's top designer who was honored as Forbes, Xiong Chao is also an innovator who boldly brings Chinese style into the field of international creative design. He insists on using Chinese elements to refine design concepts, bringing "far away" Chinese art into a "very close" life, using traditional Chinese elements to collide with modern creative design textures, giving people different thinking and visual collisions.
For example, Xiong Chao once participated in the creation of "red envelopes from his hometown" as a Hunan designer, and considering that the front of the renminbi has a portrait of Mao Zedong, he pioneered the product design of "hollow + Chairman Mao", subverting the previous cookie-cutter form of red envelopes. As a result, this red envelope attracted the attention of millions of people on social media with its unique Chinese-style creativity, and tens of thousands of red envelopes sold out overnight. Xiong Chao was also invited by Hunan Satellite TV, China's highest-rated tv, to take the red envelope to the stage of its variety show, Happy Base Camp, meet with hundreds of millions of viewers, and bring the national tide red envelope to the young people's market. "Concert in the Palm of the Hand" is also Xiong Chao's brilliant work due to Chinese elements, and the natural integration of Kunqu opera is the finishing touch to the whole creativity, attracting millions of people to watch the experience. In addition, his "green walk" work for the China Environmental Protection Foundation, the form of expression integrated into Chinese mythology, caused a sensation.
Innovation, but not complete abandonment of tradition, on the contrary, is to let traditional culture gain greater tension in innovation. In 2016, Xiong Chao founded his own studio, The Nine, and he pays great attention to finding inspiration in traditional Chinese culture, such as calligraphy art, ethnic music, ink painting art, traditional costume art, folk culture, etc., which have become inexhaustible and valuable resources. At the same time, he has used a number of works that combine the national tide and Western modern art, using the language of young people to interpret the beauty of the ancient Chinese culture given to the modern, so that the Chinese style and national tide are out of the circle and become the trend chased by young people at home and abroad.
The body has not moved, the sound is far away, the new "advertisement" of the national tide of the madman
"'Guo' can be a superficial borrowing of traditional elements, or it can be a deep interpretation of some cultural cores, and the 'tide' part is a test of the designer's skill." For the national tide, Xiong Chao has his own understanding. He said that how to make the essence of traditional culture and the top contemporary aesthetic collide with the spark is the proposition of "national tide", which is not just a simple and rude way to get some Chinese elements.
After integrating Chinese elements with the cultural and creative industry, electronic products, public welfare and other fields and producing chemical reaction-like fission, this time, Xiong Chao focused on the field of skin care products.
In March this year, Xiong Chao made a newly completed skin care product LOGO and packaging design on the social network: the brand name is black ink as clear as 4 rounded and slender Chinese characters "Muscle Philosophy", next to the 4 Chinese characters, is an artistically enlarged round Chinese character "Ben", making people feel as if from the Chinese characters to feel the smooth texture of Chinese women's skin and the beautiful and rounded posture; The brand LOGO printed on the packaging box is placed in a minimalist pure white background, black and white, the combination of virtual and real, a large number of blank spaces give people endless imagination, the layout and wisdom of Chinese aesthetics jump on the paper, vaguely revealing the return to the basics advocated by Chinese women, natural and elegant oriental temperament... As soon as it was shared with the outside world, Xiong Chao's "muscle philosophy" work was highly praised by many industry professionals.
On the international design software to promote him, many overseas design experts praised this design full of oriental beauty and cultural charm. In Xiong Chao's WeChat circle of friends, sincere affirmations and praises such as "stick", "this design is beyond imagination", "very contemporary, the processing behind it is the finishing touch" also really made this advertising creative big coffee who was favored by the industry very excited, "Can't help but want to share it for the first time, and the affirmation of friends makes me feel very pleased and motivated."
Xiong Chao said that this is the logo and packaging design created by himself for the emerging domestic skin care brand "Muscle Philosophy", which will be listed in May this year, which is a functional skin care brand focusing on micro-ecology under Guangzhou Yan research institute Technology Co., Ltd. Despite being positioned as an Internet beauty technology company, it pursues nature and returns skin to its original philosophy in a balanced way, just like its brand name.
Therefore, when he got the case, his idea was very clear at the beginning, "national tide".
"The brand image of the muscle philosophy has both Eastern and Western characteristics, the product takes traditional Chinese herbal medicine as raw material, follows the 28-day renewal law of the skin, scientifically maintains and improves the skin, integrates Chinese and Western essences, follows the natural philosophy, and its positioning of the brand and product itself is very 'national trend'." Therefore, when designing the logo and packaging, he said that the first thing he thought of was that the Zen simplicity of the East must be combined with the modern sense of science in the West, and the intellect must coexist with the feelings, which is certainly not particularly traditional or retro, but brings out the beauty of herbs in the avant-garde and rigorous.
The final work is fully integrated with Xiong Chao's "National Tide" design concept:
The Chinese glyph of "Muscle Philosophy" is structured in the shape of the basic bottle of skin care products, and the strokes of each word are shaped like grass and water droplets in nature, reflecting the characteristics of the brand's oriental herbal ingredients; There are many semi-circular coherent structures in the glyph, which echo the flow of the liquid form of skin care products; The sturdy vertical Chinese font complements the slender English font below, inspired by the golden section line structure of the Western Leonardo da Vinci painting "Human Body Scale", reflecting the precision and rationality of the brand.
In addition to the LOGO of the muscle philosophy, Xiong Chao also chose the "Ben" and "S-shaped" compound as auxiliary graphics for the brand. He believes that "Ben" represents the brand's concept of returning to the fundamentals of the skin, as well as the selection of precious herbs, "S-shaped" represents a curved beauty, and the philosophy of muscle uses scientific products to distribute ratios, awakening the inner beauty of the skin, and emitting beauty from the inside out.
"Personally, I really like and recognize the work of Myomoto Philosophy." Xiong Chao said that he went all out to create each work, they are like his own children, and each one likes it. But in terms of creative design, how to find that perfect point between business and art, between brand needs and personal creation, and creating a living and distinctive work is the most difficult and interesting thing. "In this regard, I am grateful to the muscle philosophy for giving me enough trust and creative freedom."
It is understood that "muscle philosophy" in addition to the logo and packaging design has been praised by insiders, in Xiong Chao's circle of friends, there have been many friends inside and outside the industry "pulling grass", "seeking links", want to try to use the product, although the product has not yet been listed, muscle philosophy has obviously been famous.
Behind the surging tide of the country is the cultural self-confidence of young people
In recent years, the "national tide" has quietly risen, blowing up a strong storm. Among them, some brands have been deeply cultivated in the professional field for many years, such as Bai que ling, double sister, some brands are constantly innovating on the basis of the original products, keeping up with the pace of the times, such as Li Ning, Huawei, and the original domestic old brands of various cross-borders, such as the Palace Museum to do lipstick, six gods flower dew water production cocktails, etc., these local fashion brands have not only exploded, gradually accepted and loved by the Chinese people, many also across the sea in the international community is also sought after by people.
The consumer market has set off a national tide, and the tide of domestic goods has risen in an all-round way. According to the data previously released by the online shopping guide platform rebate network, from January to July 2019, the keyword search volume of "National Tide" on major e-commerce platforms increased by more than 392% year-on-year. According to the "2019 China Consumer Trends", fashion goods such as beauty and skin care, clothing, and shoes are the three core categories of Guochao, and the online transaction volume in 2019 increased by 2.4 times compared with last year, the highest increase in recent years. Among them, beauty and skin care products are the absolute main category of "domestic products", accounting for almost half of sales.
There is no reason behind the domestic beauty and skin care brand occupying the head position of the "national tide".
Excellent products are king, and many domestic skin care brands have led innovative products, integrating the characteristics of the East and the West. Taking the muscle philosophy as an example, on the one hand, it fully excavates the history of natural herbal skin care in China for thousands of years, and brings many natural plant ingredients with the effects of moisturizing and moisturizing, conditioning and improving skin roughness, promoting blood circulation, and supplementing or promoting the production of natural moisturizing factors into the product; On the other hand, taking Western modern science and technology, using carnosine as the main antioxidant component, compounding double bifid yeast to strengthen the skin barrier, highly effective antioxidant without damaging the skin, building a "micro-ecological" balance of skin health, so that the skin returns to its original beauty.
The packaging design firmly grasps the oriental charm and carries the spirit of the national tide. From the Cultural and Creative Gift Box of the Forbidden City to the Chinese character LOGO full of oriental Zen in muscle philosophy, we constantly create aesthetics that meet the aesthetics of modern people and carefully polish the design. Seemingly external packaging, they not only retain the brand of Chinese culture, but also circulate the national tide spirit called "ingenuity", which is a pursuit, a belief, a valuable culture and spiritual wealth, and its brand effect is completely in line with the traditional Chinese character of loving life, simplicity and kindness, which can deepen the integration of compatriots' hearts and feelings.
Young people are the backbone of the national tide consumption. According to the "New Domestic Products Big Future - 2019 China Consumer Brand Development Report" released by Ali Research Institute, in 2018, Taobao consumers purchased more than 2 pieces of intangible cultural heritage and long-established goods per capita, of which more than 70% of post-80s and post-90s consumers accounted for more than 70%. The "national tide youth" represented by the post-80s, post-90s and even post-00s generations no longer blindly worship the ocean, and pay more attention to product quality and personal experience; "Take the country as the tide", willing to buy domestic goods, use domestic products, dry domestic products, will call for the "light of domestic products". A more interesting fact is that beauty and skin care, a national tide celebrity, accurately pulses the market of young people, so that more and more young people are willing to use the national tide brand to define the tide.
With the advent of the new media era, the skincare industry has ushered in new development opportunities. Millennials have become the main force of consumption, Generation Z has emerged sharp corners, this generation of "houlang" has a higher knowledge ability of consumers are very hardcore, the past cosmetics market is full of flowers, from Japan and South Korea, Europe and the United States, and even Southeast Asia and other countries of the brand, have their own fans, the entire market is uneven. However, the new generation of consumers after 90, for the transparency of information requirements are higher, the understanding of product ingredients is more and more professional, they are more willing to pay for the professional. The emerging national tide skin care brands represented by the muscle philosophy accurately target the more accurate and pragmatic needs of the younger generation such as the ingredient party and the cosmeceutical party in the field of beauty and skin care, focusing on market segments.
At present, the period of national consumers admiring the foreign has passed, after 90, 95, 00, they have testified to the process of the rise of great powers, and even when they were born, China has been at the forefront of the world economy, compared with the previous generation, their sense of pride is more solid, consumer choices are becoming more rational, more pursuit of quality and cost-effective. Domestic products such as muscle philosophy are cost-effective, and their prices are often hundreds of thousands compared to foreign cosmetics, and the price advantage is obvious. Especially after the baptism of a sudden new crown epidemic in the Spring Festival this year, everyone began to control consumer demand and adopt a more restrained and wiser consumption model.
"Domestic products are no longer synonymous with old soil and obsolescence, but represent a fashionable and exquisite attitude towards life among young people at present." Xiong Chao said that the national tide is not an old-fashioned top-down propaganda slogan, but a kind of heartfelt recognition and self-confidence of domestic products tempered by our people after years of baptism in the market economy and cultural self-confidence, such as the products of the muscle philosophy have not yet been officially listed, and his friends' various "purchases" are the best proof.
Of course, the development of the national tide brand is not in the day, or even in the years, it is the inheritance of ingenuity from generation to generation. As a brand of new national tide, the muscle philosophy still has a long road of development, and only by adhering to the original intention can we always do it.