Cultural foundation makes "national tide" style
Tan Haojun
Recently, the first China International Consumer Goods Fair opened in Hainan. In a dazzling array of booths for Chinese and foreign brands, many "old brand" booths incorporating "national tide" elements such as Dabaitu toffee, Guifaxiang 18th Street Twist, Tianfu Coke and so on.
"National Tide" is a "fashion trend" that was born out of the integration of traditional Chinese aesthetic elements into modern art and design fashions, which was triggered by young people.
Following the stunning debut of the domestic brands of "National Tide" clothing in the International Fashion Week in 2018, the "National Tide" wind continues to break the circle, quickly sweeping beauty, cultural and creative, catering and other fields, giving the appearance of traditional domestic products. A brand new look.
"Guochao" has been combined with domestic products, sales of related products are increasing, and category innovations are becoming more abundant.
The "2020 China Consumer Brand Development Report" released by the Ali Research Institute shows that in 2019, the market share of online Chinese brands reached 72%, and Chinese brands continue to promote market expansion through category innovation.
Among the domestic brands that have taken advantage of the "national tide" to ride the wind and waves, there are traditional "time-honored brands" such as Guanshengyuan and Neiliansheng, which are oriented to the fashion interest of the new era and continue to glow with youthful vitality; there are also Huaxizi and tea The new-generation brands with Internet genes such as Yan Yuese continue to explore new brand paths through the exploration of traditional aesthetic elements and cultural concepts.
In addition, innovative models such as online e-commerce and cross-border co-branding have emerged one after another, making "Guo Chao" give fresh vitality to domestic products in terms of appearance design and marketing methods, and enable it to achieve curve overtaking in the online consumption field.
Why the "national tide" wind is getting stronger and stronger?
From a cultural perspective, my country's comprehensive national strength is increasing, and cultural self-confidence is becoming stronger. The "Chinese elements" and "time-honored brands" that carry the memories of the times have become an important way of experiencing national pride and happiness in life.
From a market perspective, the rising youth consumer groups no longer obsess over overseas famous brands or commercial brands, and prefer domestic brands with traditional aesthetic elements and cost-effectiveness, and consumer demand has been increasing year after year.
From an industrial perspective, as the industrial system of domestic brands is gradually improved and product quality is getting better and better, "Guo Chao" has injected new momentum into the brand upgrade of domestic products.
Although the "old brands" and "new brands" do not have strong capital to spread the advertisements, their profound historical and cultural heritage still usher in new development opportunities.
"Guo Tide" must rely on traditional high-quality domestic products, and continue to output high-quality products in order to be endless. "Time-honored brands" are often born from the old "new trends", and "new brands" may also become the "old brands" in the future. Sing old songs and sing new ones without blindly creating new ones; breaking the old and creating new ones should never break away from the cultural foundation. Quality first, taking into account promotion, facing the future, inheriting history, rooting in the ground, looking at the world, let the "national trend" accumulate its essence in advancing with the times, and constantly update in the great waves, in order to further create better domestic products. Leading more "international trends" and "era models".