Young people are scrambling to punch in the "national trend" consumption

　　The naive "Bingdundun" and "Xuerongrong" have countless fans, and have become the "top trend" hotly discussed on the Internet for a while; the Forbidden City continues to introduce new ones, and a series of cultural and creative products embodying Chinese aesthetics have become online fashion "trends" ; Domestic brands such as Huili and Anta have once again led the way of "Internet celebrity" dressing, and "Guochao" is becoming the first choice for online shopping for many consumers.

Experts pointed out that the online "national trend" is popular, and more and more designers are beginning to unlock the combination between tradition and fashion, classic and popular. Consumer products and content creation based on the excellent traditional Chinese culture continue to appear, "national trend" The new fashion is bringing new opportunities for the upgrading of traditional industries.

　　return to traditional culture

　　In December 2022, at the first China (Macau) International High-quality Consumer Expo, Hanchen Watch Group, which owns the three major watch brands of Seagull Watch, Shanghai Watch and Peacock Watch, announced that it has reached a comprehensive and in-depth cooperation with Dewu APP, and launched online Release new watches.

On the one-inch-square dial, cultural symbols such as the Chinese zodiac "tiger", Shanghai Meiying's masterpiece "Havoc in Heaven", and Shanghai Yu Garden's "Nine Songs Reflecting the Moon" are integrated with youthful design ideas, and are innovatively developed for young consumers. The product line has attracted the attention of many netizens.

　　"The Jade Rabbit on the dial has a great sense of design, and it complements the dark blue planet." After 1995, Ronaldinho worked in an Internet company. As soon as the Sea-Gull Jade Rabbit Moon Watch was launched, he bought one online.

Ronaldinho told reporters that he and his colleagues are very fond of "Guo Chao" now, and will pay special attention to the traditional Chinese elements used in product design. "Some very popular 'Guo Chao' sneakers are hard to buy. It's sold out."

　　Previously, some overseas media commented that the "national trend" is in the ascendant in China, and young people are shaping the new trend of consumption. These products are not inferior to foreign big brands in terms of quality and originality.

According to the report: "In the eyes of observers, the reason why 'Guochao' can gain a firm foothold is because it represents a real and profound change in the mentality of Chinese consumers. For the business world, Chinese consumers' culture, identity and The importance and influence of the market is growing day by day.”

　　The popularity of national styles on the "cloud", the hot sales of domestic products, and the surge of "national tides" highlight the changes in the preferences of Chinese consumers.

According to Xu Chuangyue, CEO of Hanchen Watch Group, more and more young Chinese are returning to traditional culture and appreciating domestic brands.

The cultural confidence reflected in the rise of the online "national trend" has brought great opportunities to the market.

　　Trendy and interesting products

　　The "Generation Z" group born between 1995 and 2009 is particularly fond of the "national trend", and has become an emerging consumer force that cannot be ignored.

　　Industry insiders believe that "Generation Z" grew up in an era of affluent material life and the rapid popularization and development of the Internet and new media environment. Compared with consumers of other age groups, "Generation Z" has a stronger sense of national pride and cultural self-confidence. They have a higher sense of recognition for domestic products with both design and quality.

At the same time, they have high spending power and gradually become the main consumer in the online "national fashion" market.

　　Nowadays, "national fashion" products are undergoing a "two-way rush" with young consumers. Many traditional companies have begun to cater to consumers' fashion needs and launch new product lines, making them more "fashionable" and more interesting.

For example, Xtep launched the "Xtep Shaolin" crossover product, which made sportswear cooler and more fashionable by deconstructing traditional martial arts culture.

The dowry gift box product "Chu Box" jointly launched by Ma Yinglong, a "time-honored Chinese brand" pharmaceutical brand with a history of more than 400 years, and the Hubei Provincial Museum has successfully "out of the circle". The dowry with exquisite patterns has caught the eyes of many netizens.

　　Di Junpeng, an associate researcher at the Economic Research Institute of the Shanghai Academy of Social Sciences, believes that diversified young consumption has injected new vitality into time-honored brands and brought new growth.

"Breaking the supply and demand barrier between time-honored brands and young people is the key. On the one hand, traditional enterprises must understand the spiritual resonance and emotional identity pursued by the younger generation, and then improve the quality of products and services; on the other hand, the new needs of young people and new It is advocated that the consumer side can also promote the continuous innovation of the 'Guochao' brand, forming a higher level of dynamic balance in which demand drives supply and supply creates demand."

　　Become a social symbol

　　Many young people like to share the consumption experience of Guochao through social platforms, looking for "fellow friends" and a sense of belonging.

The "Guochao Brand Youth Consumption Insight Report" released in June 2022 shows that young consumers not only inject new vitality into time-honored brands, but also help emerging brands usher in a window of rapid development.

Many time-honored brands regard young people as the reference coordinates for new product development, and achieve "anti-aging" growth by developing new product lines such as young trendy product lines and cross-border joint names, breaking the inherent image and boundaries of the brand, and successfully winning the favor of young people, even making them The product becomes a "social symbol".

　　Experts believe that the emotional recognition of consumers when facing the "national trend" makes it easier for "national trend" products to have social attributes. Platforms such as Dewu APP and Xiaohongshu that have many young fans can realize the transformation from community to transaction. The "closed loop" of the "Guochao" brand is conducive to a better reputation in the community.

　　"Community is an important place for supply and demand interaction, demand discovery and demand cultivation. The platform can help time-honored brands and 'New Guochao' better understand young people through trendy life communities, and also shorten the psychological distance with young people. 'Guochao' Brands can use the new e-commerce platform to launch diversified new products, and use this as an opportunity for communication to integrate into the daily lives of young people." Di Junpeng said.

　　Industry insiders reminded that to build the lasting competitiveness of the "Guochao" brand, we must also be wary of overdrafting the "Guochao" bonus and return to the essence of the brand.

Continuous investment should be made in long-term projects such as product research and development, supply chain building, digital construction, and organizational capacity cultivation, so as to gradually realize the upgrading of business models based on digitalization.

Only by demonstrating core competitiveness through quality and design can "Guochao" gain a firm foothold and bring more surprises to consumers.