The surging trend is always extremely fast and constantly changing. Last year, the news of a senior Ali programmer wearing Xtep who was rejected for a blind date on Weibo sparked widespread discussion. For a time, Xtep stood at the bottom of the chain of taste contempt. In fact, not only Xtep, but also China's local shoe and apparel brands Li Ning, Anta, etc., in the development process of the times, have experienced the "trend" that dressed up the youth of the post-80s and 90s, to the "earth flavor" abandoned by the market.. However, after being "drinked" by the market's performance Waterloo, Anta, Li Ning and Xtep have successively performed sensory events on the T-stages of New York, London and Paris Fashion Weeks on the road of self-rescue of trend Bulk SMS Service exploration, and started to grasp the "earth taste" with innovation. A new generation of consumers. But the weirdness of the market is that there is always a drama that is half sea and half flame. On this side, there are Li Ning and Anta who have come from the trough to drive the national tide. On the other side, Daphne, La Chapelle, and Urban Beauty have been "competing" in the second half of 2019. Closing speed. The pattern of two layers of ice and fire shows that under the wheel of the times, the brands that have fallen behind can only rekindle the "fire of the prairie" by breaking and rebuilding, but why did Daphne fall into the cold "sea water"? Turn over? Resource curse: it is the cornerstone of expanding the market, and it is also a burden that drags down performance In the second half of 2019, several local brands that have reached the top of the Chinese consumer market are experiencing the "curse of resources": "Popular shoe king" Daphne has become the king of closing stores, and "China ZARA" La Chapelle has fallen from the altar into the mud pit , "national underwear" urban beauty has also lost the hearts of women. The resource curse is an economic theory that an abundance of natural resources can be a curse rather than a blessing for economic development. In terms of the development of these local brands, the "rich natural resources" come from the dividends of the times: under the huge population base, there is a vast consumer market waiting to be unleashed.