Why the "national tide" became a boom
□ Zhu Wei
Changes in consumer demand have opened up new development space for domestic products, and the rise of domestic products has also reshaped consumers' cultural pursuits and stimulated inner cultural confidence.
Luzhou Laojiao Perfume, Tsingtao Beer Jacket, Laoganma Sweatshirt... In recent years, a new wave of domestic products that "can hold the classics and become an Internet celebrity" has made people remember those simple and low-key domestic brands through joint names. , Cross-border and other methods have broken new ground in the collision of modern trends and traditional culture.
The rise of the "national boom" reflects young people's new emotional appeals, value affiliation, and community identification.
"When you buy Nike shoes, you may not just pick a pair of shoes to wear to go shopping, but you may also be showing your lifestyle, explaining who you are or what you want to be." Today, with Young people who have grown up on the Internet pay more attention to quality and individuality.
Their attitude towards multinational brands has also gone from blind worship to realistic rationality.
The rise of "national boom" is also the rise of domestic products.
Since Li Ning appeared in New York Fashion Week with distinctive Chinese elements in 2018, a large number of Chinese fashion brands have emerged.
Once, imported big brands were a symbol of quality, and domestic products were just a "parity-price substitute" for big brands; now, as consumption upgrades, "Made in China" is changing traditional stereotypes, and more fashionable and cutting-edge Chinese brands are rejuvenating. Gradually become the first choice of young consumers.
The disobedience encountered by many multinational brands in the Chinese market also proves from the side that in today's Chinese market, a strong local thinking is indispensable to achieve a long-lasting business.
Counting the endless signs, images, and themes of the "national boom" in recent years, a clearly visible feature is the revival of traditional culture and aesthetics.
Cultural elements such as auspicious clouds and traditional Chinese characters have broken through the cultural circle. Joining this commercial practice of cross-border integration of feelings and fashion has redefined the concept of "tide" and aroused young people's pursuit of "Oriental aesthetics."
In this sense, the "national boom" is both an economic phenomenon and a cultural phenomenon.
If the changes in consumer demand have opened up new development space for domestic products, then the rise of domestic products is also reshaping consumers' cultural pursuits and inspiring inner cultural confidence.
The "2020 China Consumer Brand Development Report" released by the Ali Research Institute shows that in the past year, more than 80% of Chinese consumers' shopping carts were domestic brands.
It is with such a cultural confidence that buying domestic products, using domestic products, and sharing domestic products can become consumers' daily life.
In fact, not only domestic products, but also a large number of popular and popular national comics and national dramas have also achieved a new life with the help of traditional cultural IP, and more and more young people are confidently wearing Hanfu and taking to the streets.
Since last year, Li Ziqi's online popularity has become a cultural phenomenon.
In the pastoral life of sunrise and sunset, she brought new life to traditional pen, ink, paper and inkstone, Shu embroidery, and sweet-scented osmanthus wine through the lens, opening a window for the Western world to discover the beauty of China.
Many foreign netizens lamented, "Li Ziqi is re-introducing to the world those Chinese culture, art and wisdom that we have forgotten."
To keep the "national boom" surging, we must take good care of this cultural confidence.
The meaning of the word "national tide" goes far beyond the commercial innovation of cross-border integration.
Therefore, for companies, they must not just use the "national tide" as a gimmick and take advantage of the situation for marketing.
If you just pile up cultural symbols and don't excavate core values, you will lose your respect for culture and adherence to quality. It will not be able to properly convey the trend concept, and it will be far from the cultural connotation of the "national tide".
On the way to overtake the domestic brand on a curve, a little more cultural awareness is needed.