Source: Financial Gossip Girl
Many girls watch "Thirty Only" and hope to live like Gu Jia, independent and confident. But both parents hope that their daughter will live like Zhong Xiaoqin, relaxed and comfortable, even if she never grows up.
Compared to Gu Jia and Wang Manni, many people dig out the "details" of Zhong Xiaoqin. Zhong Xiaoqin has the easiest job. She is a native of Shanghai, her parents have decent jobs, and she found a relatively stable job after graduation. While Gu Jia was struggling to pay off her credit card and Manni was worried about not being able to rent a house in the inner ring, Xiaoqin had no worries about food and clothing and didn't even know how to use a vacuum cleaner. But with the help of my parents, I married a husband with a stable employment. My husband bought a welfare house in the work unit, and my parents gave me a car as a gift. No one would be able to grow up in this kind of life, even if she is thirty years old. 1./Witness the growth of "War Dress"/The real growth of Zhong Xiaoqin in "Thirty Only" was probably the moment she decided to divorce Chen Yu, which meant that her balanced life was about to be broken. There is a detail here. Before Zhong Xiaoqin went to the Civil Affairs Bureau, she had her hair done, makeup and beautiful clothes. Everyone said that Xiaoqin "wanted to be beautiful and sassy, and dressed up just to leave you." Some people on Douban even started discussing that they wanted the "war skirt" that Zhong Xiaoqin wore when she got divorced:
Divorce at the age of 30 is a threshold for Zhong Xiaoqin. At this time, Xiaoqin waved goodbye to her former youthful willfulness, ignorance and impulsiveness. She even changed from a girl who had no fingers in the spring water to start taking responsibility. From here on, Xiaoqin's "blackening" is reflected in some clothing details. She was a sweet and lovely girl before:
After divorce and remarriage, she became a professional and capable female writer:
Before the divorce, I was the girl next door:
After the divorce, the aura is full:
Some netizens keenly discovered that Zhong Xiaoqin has seen obvious growth in her behavior and service in the first half and second half of the drama. 2./ Domestic brands have supported the praise for their attention to detail / I was curious to find out what brand of clothes Xiaoqin was wearing, and it turned out to be a Hanfu brand called OVV. Many people may be like me and have always thought that OVV, an affordable luxury store, and the Misia store, the heavy luxury store where Wang Manni works, are both fictional. It’s really not the case. I checked and found out that OVV is a local affordable luxury Hanfu brand that has grown up in the past two years. The price is not expensive and can be afforded by ordinary white-collar workers, but the quality is close to that of big-name luxury goods. In fact, the details of the clothing in "Only Thirty" are very good. As a representative of ordinary white-collar workers, Zhong Xiaoqin's outfit is exquisite, but not gaudy or too extravagant, and it seems to fit the character very well. For example, everyone is curious about the dress Xiaoqin wore when she got divorced. She bought it for over 1,000 during the sale:
On her birthday, Xiaoqin had a sense of ritual that "for turning 30, not quantity but quality", she specially made a new hairstyle, put on red lips, and changed into a long skirt with texture. This oneThe skirt is also from OVV, costing more than 2,000 yuan:
In addition, as a diligent and thrifty full-time wife, Gu Jia also owns OVV clothes, which are of good quality and suitable for commuting wear as a "lady":
And the price is not expensive:
At a party with the ladies, Gu Jia also wore a pleated skirt from OVV:
The price is really not expensive, and the temperament is not inferior at all:
Unlike in other TV series, the character is clearly Cinderella, but she wears platform shoes and a full set of luxury goods that easily cost 5,000 yuan a pair, or a bag that costs more than 10,000 yuan. Otherwise, in order to portray an "ordinary" image, he would like to put patches on the clothes of both the male and female protagonists. This has almost become a common problem in domestic dramas, and it has not been corrected for more than ten years. For example, in the hit drama "The Age of Naked Marriage" that exploded 10 years ago, it was revealed that the down jackets worn by Liu Yiyang and Tong Jiaqian were both big-name brands with prices upwards of 8,000 (this was 10 years ago), so some people even commented bluntly: If you imitate other people's naked marriage, can you afford it?
So I chose props and outfits that fit the characters, and I did it in "Thirty Only". As viewers who are detail-oriented, finally in this drama, I didn't get "pricked" by the inappropriate outfits of the male and female protagonists. ". We have finally seen the "consumer revolution" in which domestic urban dramas are in line with reality. The clothes of the three heroines are of high quality, reasonably priced, in line with common sense, and look good. Why does this drama choose "light luxury Hanfu" so much? Because in recent years, the concept of light luxury has emerged, leading China’sSales of high-end Hanfu increased rapidly. Fast-moving consumer goods brands occupy most of the mid- to low-end Hanfu market due to their fast introduction of new products and timely design updates. Although sales in the heavy luxury sector are good every year, the market has always been monopolized by international luxury brands, with high entry barriers and almost no domestic brands. The downward segmentation industry is in the doldrums, and the upward market has reached its ceiling, so the affordable luxury line has become a breakthrough in the Hanfu industry. In recent years, girls’ understanding of clothing brands has become more rational, and they no longer blindly tout international big names and no longer blindly show off. and vanity, and like to be "low-key and high-quality", which creates room for the growth of domestic affordable luxury brands. The English word for affordable luxury is Affordable luxury. The literal meaning is very clear - "affordable luxury". The price is more approachable, but it has the guarantee of design and quality of luxury brands. 3./ The powerful Hanfu "Consumer Revolution"/ The spokesperson of OVV is the supermodel Du Juan who has a high-end temperament and appearance. Many people wrote in their notes on Xiaohongshu that they originally went there for Dujuan, but to their surprise, the clothes were not only high-end on the supermodel, but also on themselves.
That’s why OVV’s flagship store on Huaihai Road in Shanghai ran out of stock shortly after its opening two years ago and was forced to close its business early...
Out of curiosity, I wanted to see which company behind OVV, which opened its first store in Nanjing Deji and replaced the Zara store on Huaihai Road in Shanghai, has such great strength?
After checking, I found out that OVV is a brand with "Heilan bloodline" and is the "daughter" of Heilan Group.
Hey, don’t be too quick to say “tacky”. If your understanding of all Heilan brands is still at the moment of Yin Xiaotian’s magical dance, then whether you are an investor, stockholder, or ordinary consumer, you will be out. . In recent years, in addition to upgrading its main brand, Heilan Group has been making comprehensive efforts in channel upgrading and category coverage. In terms of Hanfu, Heilan Group has made selections and upgrades among its various brands. In the past two years, it has cultivated the Hanfu brand OVV to position itself as an affordable luxury. OVV uses high-quality fabrics such as cashmere, pure wool worsted, and silk, and combines tailoring and design to give each item a high-quality feel, making it a "wearing treasure" for urban white-collar workers.
This choice of Heilan Group is very wise. The current competitive landscape of the leaders in the Hanfu market is still fragmented, and high-end Hanfu is even more fragmented. At present, the market share of the top ten brands in my country's sportswear market is 59.1%. It can be seen that the giants have divided up most of the market. The top ten brands in men's wear have a market share of nearly 20%, while the market share of the top ten brands in the Hanfu market is only less than 20%. to 10%, the market concentration is significantly lower than men's clothing and sportswear. A leading brand with absolute advantages has not yet been formed. At this time, the positioning will be reorganized to facilitate the entry and development of new brands. In recent years, China's Hanfu industry has been continuously undergoing "industrial upgrading", and its overall development has shown a continuous upward trend. In the past ten years, the compound growth rate has reached 8.2%, far exceeding the overall growth rate of the clothing category. Moreover, the per capita consumption and proportion of Hanfu in my country are still hovering in a low range. Considering that with the improvement of social status and living conditions and women's continuous pursuit of fashion and beauty, domestic women's willingness and ability to consume Hanfu are gradually strengthening, and for "light" clothing that emphasizes quality, workmanship, matching but low price "Luxury" will be the next favored object of women. The development of OVV is in line with the future competition pattern of Hanfu. Moreover, with the rise of the main force of domestic middle-class female consumers, the domestic market for affordable luxury brands is almost blank. OVV's positioning has seized the market and opportunities. In addition to OVV, Heilan Group has successively created a number of new brands since 2017, realizing the expansion of the brand matrix and consumer groups from a single men's clothing category to a full category of boys and girls. One year after OVV was founded, it ranked among the top 50 Hanfu brands. In addition to the financial support given by "Heilan Dad", it is also inseparable from the brand's own operating capabilities.
▲Top 50 apparel brands in the first quarter of 2018, data source: Winshang Big Data Center. For example, OVV is positioned as a high-quality shopping mall in the core business district of first- and second-tier cities, adopting a supply buyout and direct operation model, and brand materials , design, stores, and shopping experience have all been upgraded, focusing on "affordable luxury."
Supermodel Du Juan + offline stores focusing on experience in first- and second-tier cities + clear positioning. While OVV instantly opened up its popularity, it also left a distinct and deep impression on target female consumers, thereby increasing their trust and stickiness in the brand. It even penetrated into TV series to carry out the "Hanfu Revolution".
Lafayette, the originator of fashion, has a definition: We live in an era where expensive and inexpensive can coexist well. This is the first time this has happened in the fashion industry.
In this consumer revolution of "fashion + affordable" in the Hanfu industry, OVV provides female consumers with consumption value and high-end experience. These are motivations for consumption and also a way to enhance the brand. The essential.
For affordable luxury Hanfu, the future has come!
By the way, it’s the same style as in the drama "Only Thirty", click on the mini program to enjoy benefits:
