The end point of the white girl style is relaxation

Visual China.

Text |Value Planet, Author |Cheng Jia, editor |Tang Fei.

The shape is awkward", the function is simple, and the color is monotonous......At first glance, it is difficult to relate it to "fashion", but from "questioning" to "understanding", and then to "becoming", many exquisite girls have been successfully planted.

The more you look at it, the more pleasing it is to the eye, it is really beautiful. This is the almost unanimous feedback that several friends who have the Stanley Cup have given to Value Planet.

Recently, on Xiaohongshu, "white girl style" is also replacing the previous "dopamine dressing", "Maillard dressing" and "old money style", becoming a new trend. What is "White Girl Style"? As the name suggests, it is to imitate the outfit of white women. However, it is worth mentioning that whether it is the choice of "white women's three-piece suit" in clothing or the pursuit of "white people's rice" in diet, these are still on the surface of "white women's style", and the connotation of pursuing "white women's consumption" is actually consumers' yearning for spiritual relaxation.

With the "white girl style" being praised as a traffic highland, various consumer items have become the biggest beneficiaries, such as lululemon yoga clothes, UGG or Birken shoes, puff gym bags, etc. And Stanley's best-selling model is hard to find.

If you want to be a girl who steps on the artery of fashion and doesn't hold a huge Stanley mug in your hand, it's like walking down Sanlitun Street and not knowing Chanel or Dior.

The "splashing wealth" of the Stanley thermos cup actually originated from an accident.

In November 2023, a woman abroad shared a paragraph on TikTok that her car caught fire, the interior of the car was seriously damaged, and a Stanley water cup in the embarrassed car was almost undamaged, and the key was that there was a crisp sound of ice cubes hitting the edge of the stainless steel wall in the cup. This one** made Stanley, who already has a certain amount of traffic in social networking, completely out of the circle.

Almost undamaged Stanley thermos mug at the scene of the crash. Source: Internet.

The Stanley Cup of "Rebirth in the Fire" was mostly a "matching artifact" in the KOL lens before, and the beauty KOL will share the beauty pictures of Stanley's outfits, and the fitness ** of the sports KOL can occasionally see the item in the camera. It wasn't until the "fire**" spread and got millions of ** that Stanley successfully broke out of the circle.

And in China, the Stanley Cup has been silently accumulating energy. For example, as early as February 2023, the Stanley Cup was in the live broadcast room of the head anchor Li Jiaqi, and the preferential mechanism at that time was to buy a big cup and get a small cup away. After that, during the 618 and Double 11 promotions, Stanley also returned to Li Jiaqi's live broadcast room.

The one I want to buy with a handle carries the cup, the color I want has been sold out in ***, Amazon has it, but **has risen to $70, and the ordinary model is only thirty or forty dollars a piece. Jojo, a post-00s girl, said.

Jojo, who has not yet bought a thermos cup in the favorite color of Stanley, also has an exclusive drinking cup in the office, "I use tons of cups in summer, and I use a thermos cup after it gets cold, and I like Stanley but I can't buy my favorite model, so wait a little longer." However, Jojo didn't wait long, because the official *** recently released a variety of hot-selling colors, and even noted in detail that "the out-of-stock king returns".

Source: Stanley Tmall***

Value Planet found that the first product on Stanley's official best-selling list has now sold 20,000+, and at the same time, there are two products in the store that are on the list of "Thermos Cup Hot Selling List - No. 4" and "Portable Straw Cup Hot List No. 7".

What influenced Jojo was the hot topic of Xiaohongshu a few months ago, "Questioning white women, understanding white women, and becoming white women". The white woman's lifestyle of "wearing lululemon and eating sweetgreen" also invisibly affects Jojo.

Compared to the "white girl" referred to by social platforms such as Instagram or Xiaohongshu, Jojo is more accustomed to calling it a "healthy" lifestyle.

Dress for comfort, eat and drink for health, and mood for pleasure. Jojo believes that the "white woman" actually coincides with the "sense of relaxation" pursued by young people today.

A fire burned the century-old Stanley, and the rise of Stanley also brought fire to its OEM Jiayi shares.

It is understood that Stanley is the main customer of Jiayi shares, a domestic listed company, and Jiayi shares produce water cups for its OEM. On January 25, on the investor interactive platform, Jiayi said that the company has cooperated with Stanley for many years and has maintained a good and stable cooperative relationship. On January 17, Jiayi shares disclosed the 2023 performance forecast, and the net profit attributable to shareholders of listed companies in 2023 is expected to be 4500 million yuan-47.5 billion yuan, an increase of 65 percent over the same period last year5%-74.7%。

Jiayi shares said that the reasons for the growth of performance include the continuous improvement of the terminal market, the saturation of the company's orders, and the significant scale efficiency.

lululemon China's official website.

In addition to Stanley, the "White Woman Three-Piece Set", which also has representative Lululemon and UGG-related items, has also achieved a steady increase in sales on e-commerce platforms.

Needless to say, lululemon has been out of the circle for many days. According to the third quarter of fiscal year 2023 performance report released by lululemon's parent company, as of the end of October 2023, lululemon has opened a total of 133 stores in China, second only to the United States with 361, and China is still lululemon's fastest growing market in the world.

lululemon's net revenue in the China market during the reporting period was 2US$6.6 billion, a year-on-year increase of 53%; Revenue in the first three quarters of 2023 in the Chinese market was 4$8.5 billion, up 63.5 percent year-on-year7% to 7$9.4 billion.

The growth rate of UGG in the domestic market is not far behind. In the 2023 "Double 11" women's shoe brand sales TOP10 list announced by Tmall, UGG ranked second. JD.com data also shows that the turnover of the snow boot category represented by UGG increased by more than three times month-on-month in the same period.

The evolution from ordinary "consumer goods" to "fashion items" is the key to the increase in sales of "white women's three-piece suits".

As Hong Yong, an expert from the think tank of the China Digital and Real Integration 50 Forum, said to Value Planet, the reasons why consumer goods can become fashion items and play a catalytic role mainly include social influence, brand story and cultural shaping, consumer demand upgrading, group effect and follow-up psychology.

For example, the popularity of the 'White Girl Three-Piece Suit' on Xiaohongshu is through the joint effect of KOLs' sharing and communication, brand connotation mining and young consumers' demand for personalized expression, which has transformed these originally practical products into popular trends. Hong Yong said.

Pan Jun, director of commodity strategy consulting of a world-renowned consulting company, explained to Value Planet several reasons why consumer goods have become fashion items and play a catalytic role in the process from various aspects such as social platform promotion, unique product design, brand effect, and social KOL drive.

Taking Xiaohongshu as an example, users shared their own purchase and usage experiences, which aroused the attention and interest of other users, forming a follow-up effect. The unique design style of the product is more in line with the aesthetic needs of young people; The blessing of well-known brands makes these products more easily accepted and recognized by consumers; Many fashion bloggers, Internet celebrities, etc. shared the 'white girl's style' outfit on Xiaohongshu, which made this style quickly popular. Pan Jun concluded.

In short, behind the popularity of "White Girl Style" is the result of the interaction and synergy of various factors.

Behind the popularity of "White Girl Style", it is actually a group of young people who pursue "relaxation" to cast a vote of confidence with practical actions.

"Relaxation" refers to the state of seeking balance between "involution" and "lying flat", having a degree of relaxation, being able to deal with pressure or predicament calmly, not being tense, not internal friction, and being rational and healthy.

On the Internet, "relaxation" is not a new word, and it came into being in recent years when hot words such as "involution" and "lying flat" have swept the Internet. According to the data of the relevant notes of the survey, the "sense of relaxation" will rise in July 2022, and from January to October 2023, the volume of the platform and commercial delivery will skyrocket, and the number of grass planting notes will increase by 783 compared with the same period last year14%, the total number of interactions reached 1800w+, an increase of 43815%；The total number of business notes skyrocketed by 104481%, with a total interaction of 10 million.

Qiangua, a data platform, believes that this state represents that people are no longer coerced by the voices of the outside world, and that they are reconciled with themselves and the status quo, and that they are extremely resilient even in the face of adverse environments. "Relaxation" is not only reflected in the psychological level, but also in the external level of clothing, makeup, home and other aspects.

According to the "618 Youth Consumption Insight Report" released by Lexin Research Institute, different urban lines of "618" will show different consumption upgrading trends in 2023.

The report shows that in.

In first- and second-tier cities, young people are keen to decompress themselves through "relaxed lifestyles" such as camping, cycling and petting in their spare time, driving the turnover of camping equipment, cycling clothing, pet food and other goods to increase by more than 100% year-on-year. In addition, some categories that can bring emotional relaxation are also affected.

Young people in first- and second-tier cities are favored, for example, in the shopping list of boys, audio-visual digital and video games increased by more than 130% year-on-year; Girls will put Internet celebrity plush dolls, high-value folding mobile phones, and "prayer" jewelry into the shopping cart.

Mintel said in the "2023 Global Consumer Trends" that one of the five major trends affecting the global consumer market from 2023 to the next five years is "relaxed living".

Source: Mintel.

Young people who pursue a sense of "relaxation" may be inclined to cater to the lifestyle of "white women" to make their lives simpler and healthier. At the same time, it may also be to abandon the added value of the brand, under the slogan of "not that xxx can't afford it, but xxx is more cost-effective", a small number of young people have single-handedly led the ...... of new consumer trends such as military coats and citywalk

In response to the "sense of relaxation" sought after by young people, financial commentator Zhang Xuefeng believes that the future is worth paying attention to in terms of sustainable fashion, the integration of technology and life, and personalized customization, "Young people's attention to environmental protection and sustainable development is gradually increasing, so products that focus on environmental protection and sustainability will be more popular." At the same time, the continuous progress of technology also provides more possibilities for product innovation, such as combining technological elements to create a more intelligent and comfortable lifestyle. Personalization will also become a key direction to meet consumers' needs for uniqueness and personalization. These directions will become important elements in the future market. ”

For consumer brands, since the summer of 2023, popular phenomena such as "ugly shoes are in charge", "dopamine Maillard color card style is popular", and "white girl style is prevalent" are undoubtedly revealing a feasible way for the brand's future development.

Although hot topics on social media are often short-lived, the continuous emergence of consumer trends constantly reminds brands of what kind of consumer goods brands need to create, which is what the current generation of Gen Z consumer groups like to see, and brands will not be eliminated by the market. And these will be the key to brand cultivation.

Jojo is a pseudonym in this article.