On October 18th, the GXG 2021 Winter New Product Launch Conference opened in a stunning outdoor show, leading the fashion trend of winter down jackets with avant-garde and unique products. Young actor/brand friend Bi Wen B, talk show actor He Guangzhi, fashion blogger AnnyFan, and internationally renowned down designer Chen Peng gathered together to talk about fashion. The immersive outdoor show broadcast quickly aroused heated discussions across the Internet.
As GXG's first private IP, "GXG Youth Down Manufacturing Bureau" has been well received by the market since its creation and release of the down super category last year. This year, GXG once again launched the "GXG Youth Down Manufacturing Bureau" 2.0 with the theme of "Living Closely, Going Wild", and launched a new series of urban fashion and outdoor functions, and continued to speak out for China's "Youth Down".
The current youth generation, led by the post-90s and post-00s, is reshaping the pattern of the Chinese consumer market. Various brands are actively exploring effective ideas for occupying the high ground of the "youth economy" and are called "the fashion brand that understands young people best." GXG of "One" undoubtedly gave the best model this time.
Exciting and exciting GXG outdoor show big celebrities gather and burst out frequently
Based on in-depth insights into the issue of “young people yearning for the outdoorsâ€, GXG’s new winter product show abandons the traditional catwalk gameplay and moves the show to the wild outdoor Qinghai with lakes and Gobi, bringing the “pro-life†elements Incorporate into the immersive outdoor multi-scene show to help urban youth find their self again. At the same time, GXG created a "pro-life camping theme live broadcast room" outdoors for the first time, inviting celebrities, well-known designers, fashionistas and other fashion representatives to live simultaneously through multiple channels such as official Douyin, video account and Tmall. The way to watch the show online with consumers, the total number of views of this live broadcast reached a million times.
This time, GXG's outdoor show has attracted considerable attention from the fashion circle, not only because of the blessing of celebrities, but more importantly, the show has brought a new fashion direction to the traditional down design. The new GXG products displayed throughout the show broke the traditional down jacket design imagination and injected different vitality into the down jacket.
Compared with last year, the 2.0 series of "GXG Youth Down Manufacturing Bureau" has been upgraded again, calling for outdoor travel from the apparel design itself, making down items more fashionable and functional. The three sets of “urbanâ€, “outdoor†and “youth stage†models displayed on the big show not only meet the fashionable and light needs of daily “urban†wear, but also adapt to the basic functions of “outdoor†travel, and calmly cope with extreme cold. Bad weather.
In the GXG self-designed series, conventional commuter clothing has been dismantled and reorganized, highlighting the desire of urban people to break out of urban life. The Chen Peng series, co-created with the internationally renowned down designer Chen Peng, continues to give play to Chen Peng’s iconic large-profile design advantages, and uses a large number of popular deconstructed splicing elements to convey the current multi-information exchange on the Internet. The youth desire Show the multi-faceted self, burst out the spirit of unlimited inspiration and creativity.
GXG, which accurately grasps the popular pulse of the youth generation, makes the brand new outdoor down items a vehicle for young people to express their own opinions. On the day of the big show, many celebrities such as Bi Wen B and He Guangzhi also tried on new products on the spot, interpreting a different kind of outdoor fashion, and pushing the atmosphere of the new product launch conference to a climax.
Innovative and upgraded down pioneer GXG once again leads the new down fashion
In the new consumer era, the apparel industry has entered a stage of innovation where both "fast" and "slow" coexist: to seize the new track still has to be fast and hard, but brand precipitation has to be "slowly" polished with care. On the one hand, GXG assesses the situation, pays close attention to the changes in contemporary fashion culture and the changes in youth ideology, and quickly captures the opportunities of the times. On the other hand, GXG has its own "slow" persistence on the track that "understands young people best".
Since the establishment of the brand in 2007, GXG has been deeply involved in the field of fashion men's clothing. Since 2019, it has launched a product innovation program for young people-the X LAB innovation experimental program. Brand co-branding, designer cooperation, product upgrade and innovation have been continuously launched. In 2020, the IP of "GXG Youth Down Manufacturing Bureau" was created in a breakthrough way, which innovatively combined down with other categories, and used down as a fashion element in various unexpected products, breaking the down single product season. Sexual predicament, out of the new path of "fashion changes temperature".
This year's "GXG Youth Down Manufacturing Bureau" IP made a major return, which is the result of GXG's continuous exploration and innovation based on the current outdoor popular culture and the new needs of the young generation.
In terms of design, GXG maintains the ingenuity of the design, unlocks a variety of gameplay methods such as detachable inner tank and slightly wide version of the tooling style, and once again cooperates with the well-known international designer Chen Peng, who is loved by young fashion groups, and joins forces. To enhance the avant-garde and fashionable beauty of down products; in terms of products, GXG breaks through the traditional concept of down and innovatively uses cutting-edge technologies such as ZERO DOWN, bringing new products such as down jackets that can keep warm without fillings such as down, perfectly presenting GXG down jackets The balance between fashion sense and functionality.
GXG has a keen insight into young people’s desire to cross the city and the outdoors. Through advanced down technology, upgraded material fabrics and breakthrough design concepts, GXG strengthens the fashion sense and functionality of down jackets, breaks the limitations of down jackets, and satisfies the young in all directions. Consumers have diversified demands for down products, and penetrate into the circle of young consumers in the form that the public loves to see, realize the occupation of users' minds, and truly become a down pioneer in the industry as a disruptor.
As the leader of China's "youth down" culture, GXG has been at the forefront of the industry in unlocking the down demand of young people. In order to create a "youth down" belonging to the younger generation in China, the brand has always been actively dialogue with young people and achieves "cognition and frequency" based on real insights into users. The diversified love and youthful spirit of each generation of young people also drives the continuous exploration and upgrading of the GXG brand, which "resonates value" with consumer groups, adds to the youth gene of GXG, and sets a benchmark for the industry.
Keen exploration, innovative breakthroughs, and persistence in the changes are probably the reasons why the young generations prefer GXG.
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