What should a good Hip Hop jewelry brand have?

"A lot of trendy culture originates from the shadowy underground, so please understand the whole aspect before imitating it." GlacierBoy very directly points out the current trendy product GlacierBoy has pointed out a problem faced by the current trendy brands. When many brands are talking about fashion together, the understanding of the essence of fashion determines who can actually capture the consumers' GlacierBoy is a company that was founded on the basis of the concept of fashion.

GlacierBoy is a jewelry brand established in 2019, focusing on hip hop trend culture. From the establishment to daily sales of over 10,000 yuan, they only took one month. During the Double Eleven period in 2019, GlacierBoy's Taobao store reached a daily sales peak of 140,000 yuan. This rapid growth and the last Two years of changing trends are closely related. Led by various variety shows, hip hopbling culture is radiating more and more widely.

But hotness does not equate to true understanding. For a culture that has existed for years, if brands rely solely on the concept to mobilize young people's consumption enthusiasm Its sustainability is doubtful. In the understanding of the founder of GLACIERBOY, the hip hop culture is inseparable from the "underground" imprint.

In this circle, most of the people who joined in the early days did not have rich families, and most of them faced the problem of their favorite culture not being accepted by their families or society at large. Most of them were not accepted by their families or society at large, so they had to give up what they liked or go on what the public considered to be the right track. But it is because of this upbringing that They learn to work hard with their own hands to prove that the culture they love is not wrong and that they can still achieve. They can also achieve the appropriate achievements.

Nowadays, many celebrity artists are also trying out hip hop culture. This has a positive effect on the popularity of the culture, but on the other hand, it also makes it more entertaining. This is a positive aspect of the culture, but it also makes it more entertaining. This is a double-edged sword for cultural consumer brands. When this thinking is carried over from the stage to the commercial operation of the brand behind the scenes, it is easier to create a celebrity model. When this thinking is carried over from the stage to the commercial operation of brands behind the scenes, it is easier to incubate a kind of celebrity homage, a face value supremacy at the expense of cultural connotation.

What brands need to think about is how to avoid making jewelry purely "Bling Bling" and how to make the culture in the cultural trendy brand into a unique and timeless brand spirit. The spirit of the brand is not outdated.

The thinking behind abandoning live streaming with goods

"We don't choose to sell our products through live streaming because we will lose customers." So, the GlacierBoy brand should be a sponge carrying content. In contrast, the utilitarian nature of live bandwagoning is too obvious.

Although the current hip hop culture is in a red period, GlacierBoy wants to stabilize the pace, which is reflected in some of the products that can reach a 3-month or even longer This is reflected in some of the products that can reach a 3-month or even longer update cycle. Diechen wanted to find in GlacierBoy a core that would really make it solid in the long run, a unique cultural insight with hip hop as the starting point. as a starting point for a unique cultural perspective.

All this requires the brand itself to absorb as much cultural diversity as possible. "If it's just for profit, there are many ways to do it It would be easy: It's not hard for designers to come up with a lot of new models, and brands can do all kinds of co-branding, but it's not what we want," he says. He said. At this stage, the development of Hip Hop jewelry culture in the commercial sector is still in the blue ocean. The change in trends among young people in the past two years has become a strong industry growth But there are many underlying issues that can't be ignored: whether this niche culture can evolve into a large enough market in the local market, and the impact that changing cultural trends can have on the main market. But many deeper questions remain: whether this niche culture can evolve into a large enough market in the local market, and how much of an impact the changing cultural trends will have on the main brands.

"The general environment for hip hop in China is actually very much like that of the United States in the early 21st century. Culturally hip hop is not mainstream, but if you have an in-depth understanding of or you have someone around you to pass on something to, like listening to music or going to parties, then you will very easily be brought into this The atmosphere." He says hip hop is still hard to replace worldwide, and that's reflected in the music charts of overseas countries - its music's The status of its music has always been solid, and these overseas music cultures will always have a constant influence on domestic culture.

Therefore, it will be very difficult for hip hop to become a fringe culture, and the biggest problem comes from how hip hop can take off some of the inherent impressions from its cultural history, and some of the The biggest problem comes from how to remove some of the negative labels that existed in the history of hip hop, and how to make an imported product into a "localized" fusion culture, a path that requires continuous exploration and the tolerance of the public.

"In this regard, GlacierBoy's vision is to use hip hop as a vehicle to do this business. The brand's output in the future will be as little hip hop as possible, and and let the outside world see the brand itself. There will be elements of hip hop street culture, a mix of religious ethnicity and even some ancient myths and legends or alien civilization stories. The brand will have elements of hip hop street culture, fusion of religious ethnicity and even some ancient myths and legends or stories of alien civilization. For example, we have a lot of Tibetan folk culture, including the Miao, Yi and so on. We will do some We will do some fusion around ethnic minorities. So whether hip hop is mainstream or not in China or whether it's replaced, it won't have a big impact on us, we're making content that really belongs to the brand's own core culture. We are doing content that really belongs to the brand's own core culture."