"Inheriting" traditional culture and new domestic products are favored by post-00s
Contemporary young people have become the main force in the development of traditional culture. More than 40% of young people are willing to take on the role of "heritor" of traditional culture, and make their own efforts to let more people know and feel the beauty of traditional culture.
Their love of Chinese culture is more than just "speaking". Nearly half of post-00s will buy domestic products because their products incorporate national style elements; among the many types of national style elements, ancient style elements are the most popular.
The "2021 New Youth Domestic Products Consumption Research Report" released by Aurora shows that young people born and grown up by the post-90s and post-00s generations were born and grew up in an era when China’s comprehensive national strength was rapidly increasing. Through their multi-faceted understanding of China and the world, they have Strong national self-confidence and national identity, and this self-confidence and belief have a strong internal vitality, prompting them to have a deeper sense of mission and responsibility for the inheritance and development of Chinese culture.
The beauty of service badges is called Hua
Traditional culture is surrounded by a new generation
With the "breaking of the circle" of Han clothing set off an upsurge of ancient aesthetics, "the beauty of clothing" has become a traditional cultural object eagerly sought after by young people; traditional Chinese culture is formed under the dual role of youth culture and trend culture through the display and interpretation of different carriers. "Ancient aesthetics" wave.
Contemporary young people have diversified aesthetics and full cultural self-confidence. They have shown a keen interest in traditional costumes, classical musical instruments, traditional dances, and traditional food.
The rise of antiquity not only created a kind of aesthetics, but also conveyed a positive signal that the younger generation embraced national and Chinese culture, and became a way for them to express their Chinese cultural identity.
Contemporary young people are unwilling to be "kidnapped" by the West and consumerism. Traditional festivals in my country have gradually become a habitat for young people to breathe in the era of "festival flooding" caused by consumerism.
As traditional culture is no longer boring and boring, it has become more and more interesting in form and content, and the cultural confidence of young people is gradually increasing. Contemporary young people have become the main force in the development of traditional culture, and young people are more willing to bear the "tradition". The role of the inheritor of "culture" influences others through their own speech and behavior, so that more people can recognize and feel the beauty of traditional culture, and demonstrate their national identity in daily life.
For the younger generation of traditional culture enthusiasts, they are no longer willing to "enclose themselves in spontaneity", but through the production of a variety of ancient original content, with the help of community platforms, content platforms, etc. The public's enthusiasm for traditional culture has also made more and more young people feel the beauty of traditional culture and the wave of revival.
The content platform builds an effective communication bridge between creators and the public, and further catalyzes the "breaking" of ancient cultural content. It rapidly expands its influence with narrative methods that are more suitable for the public’s aesthetics, and realizes the traditional way of cultural communication. Innovative development.
Preference for domestic products
Post-00 is higher than post-90
With the gradual transition from “followers” to “leaders” made in China, and with the support of multiple factors such as increasing national identity and cultural self-confidence, and the promotion of Internet media, young people have set off a new wave of domestic consumption.
Contemporary young people are more rational in their consumption of domestic products, which also sends an important signal to domestic brands: only "feelings" cannot survive for a long time, and "products" can ultimately retain young consumers.
Research data shows that in recent years, some innovative products launched by time-honored brands or brands, as well as cutting-edge and emerging domestic brand products, have been favored by the post-90s and post-00s consumer groups. Young people who are interested in "new domestic products" The proportions accounted for more than 70%.
Different generations of people have obvious differences in their purchasing preferences for domestic brands in their daily consumption.
It can be seen that the older generation of consumers is more likely to buy and use domestic products; people born from the 1980s to the 1990s are obviously influenced by trends in Europe, America, Japan and South Korea during their growth process, so the post-80s and post-90s The preference for domestic products is relatively low; however, with the upgrading of the domestic consumer market and the enhancement of national cultural self-confidence, the new generation of consumer groups have a significant increase in their preference for domestic products.
Comparing different regions, consumers who often live in North China, East China, and South China have a lower purchase preference for domestic brands than other regions, which means that a relatively larger proportion of people in these regions will buy and use frequently in their daily lives. Imported brand goods.
In addition, in terms of city level, the proportion of people whose daily consumption mainly purchases domestic brands in first-tier cities is relatively low (accounting for 65.8%), and the lower-tier cities, the higher the crowd's preference for domestic brands to buy.
Domestic pet products are the most "out of the circle"
Beauty and skin care products "still need to work hard"
Comparing different product categories, consumers have obvious differences in purchasing preference for domestic brands.
From the perspective of focusing on young consumer groups, the proportion of people whose daily beauty and skin care products are mainly domestic brands is relatively low, followed by digital electronic products and automobiles.
For pet products, jewelry, home furnishings and other commodity categories, young consumers have a relatively high preference for domestic brands.
From the perspective of young people's purchase of domestic products in their daily consumption, actively searching for products on the premise of shopping demand is the most important factor driving them to buy domestic products.
In addition, there is a large proportion of post-90s who are more likely to unintentionally plant grass products while browsing e-commerce platforms, while post-00s are relatively easier to plant grass products under the influence of KOL.
Although young consumers have a lower consumption preference for domestic brands than older generations, young people have a higher degree of perception of the value of domestic products themselves: the recognition of the quality, function and cost-effectiveness of domestic products after 90s and 00s Significantly higher than other generations.
It is worth noting that a larger proportion of people born in the 60s will buy domestic products for "patriotism."
This also shows that young consumers are more rational in their consumption of domestic products, and more people choose to buy domestic products considering "products are easy to use" and "cost-effective", not just to "show that they support domestic products."
At present, post-00s have a strong willingness to buy domestic products, but with the growth of the age and purchasing power of the younger generation of consumer groups, their preference for domestic products may decline, so how to maintain the younger generation of consumers Enthusiasm and attention are issues that domestic brands need to think about.
Most young people believe that the current domestic products need to be further improved in terms of quality, technology, appearance, creativity, etc. Therefore, the shaping of "brand influence" by domestic brands must return to the construction of "products".
Having independent product research and development capabilities, original design capabilities, and brand cultural connotations are the important factors for domestic brands to truly win the recognition of young people.
Take "national tide" as a gimmick?
Young people don't pay
The survey data shows that the integration of national style elements into products is an important factor in increasing young people's interest in buying domestic products.
Among them, the post-00s' love for the elements of national style is not just "speaking". Nearly half of post-00s purchase domestic products because their products incorporate elements of national style in their actual consumption.
Chinese culture is extensive and profound, and after thousands of years of development, diversified cultural symbols and elements have been derived to provide rich creative materials for brands and products.
Among the many types of national style elements, products incorporating ancient style elements can best increase the buying interest of young people, among which 54.6% are interested in the post-90s generation, and 73.3% post-00s.
Because Chinese culture is all-encompassing, its application in products can not only be reflected in the "external" aspects, such as product appearance or packaging patterns, totems, etc., but also in the "internal" aspects, such as the application of product materials, Production process and so on.
At present, the application of Guofeng elements in products is mainly concentrated in clothing, sports shoes, jewelry, cosmetics, skin care, food and beverages and other commodity categories.
The survey also pointed out that the application of Guofeng elements in products should not just stack elements blindly, but insight into consumers’ needs and preferences, and effectively integrate design elements with product features to arouse consumers’ resonance and enhance them. Interest in product purchases.
Contemporary young people's love for national style elements does not stop at the "visual level", they also pursue an "immersive" consumer experience.
Therefore, more and more young people like to check in red scenic spots and cultural tourism museums, buy cultural relics to restore blind boxes, play antique scripts, experience antique photography, etc. The elements of national style and immersive consumer experience have become a new stimulus for young people to consume. Driving factors.
Over 60% of young consumers are unwilling to be "cut leek" by brands that have no actual behavior under the banner of "patriotism", or use "national tide" as a marketing gimmick for brand premium but lack of quality brands.
On the contrary, some low-key brands with a sense of social responsibility, and brands that combine the "national tide" label to improve product quality will increase the favorability of young people.
In addition, some use foreign elements to package their own "fake foreign brands", or "fake domestic products" acquired by foreign companies, it is also difficult to gain the recognition of young people.
Text/Reporter Chen Si