China News Agency, Beijing, September 28th: ​​National tide captures "Generation Z", and Chinese aesthetic interests look inward

　　China News Agency reporter Nie Zhixin

　　Adidas, an internationally renowned sports brand that used to be famous, has seen a sharp decline in its performance in China.

Its CEO recently admitted that he "made a mistake".

　　"Today's Chinese consumers like (products) have a 'Chinese feel'," he said.

　　This "feel of China" is shaping a new trend called "national tide", which has swept Chinese society and spread overseas.

　　After the sports brand is implanted with Chinese aesthetic elements such as Su embroidery, it has become a trendy product that fashionable young people snap up; the 600-year-old Forbidden City has brought forth new ideas, and cultural and creative products such as "My Heart" moon cakes and palace-colored lipsticks have exploded the circle of young people's friends; " "Made in China" products, with their excellent quality and high appearance, have gained a wave of "iron powder"...

　　Domestic products are selling well, the national style is popular, and the national tide is surging. This social trend with "Chinese elements" as the core reflects the changes in Chinese consumption preferences; at a deeper level, behind it is the return of the "Eastern-style" aesthetic interest. .

Data map: On September 7, 2021, in Beijing, the chocolate moon cakes in the Corner Tower of the Forbidden City attracted audiences at the thematic exhibition of cultural and tourism services of the Service Trade Fair.

Photo by China News Agency reporter Yi Haifei

　　In the past, long-established domestic brands such as Yongle and Huili represented affordable, durable and fashionable in an era; after the reform and opening up, foreign brands with high-end "foreign style" flooded in, and people were proud of chasing "foreign brands".

Entering the new century, local brands have been practicing their internal skills and gradually rising, and the consumption of domestic products is booming.

　　Looking at the time axis, Chinese consumption and aesthetics can be said to have gone from "seeing mountains as mountains and water as water", to "seeing mountains as mountains, and water as not water", to "seeing mountains as mountains and water as waters". "Water" returns and spirals upwards.

　　From 2011 to 2021, the popularity of "Guochao" related searches has increased by 528% in 10 years; for every 10 items Chinese consumers buy on online shopping platforms, more than 7 items are domestic products; nearly 80% of Chinese consumers prefer patriotic brands... Big The data supports the popularity of the "national tide".

　　China's "Generation Z" (usually those born between 1995 and 2009), who have stepped into society one after another and emerged as an emerging consumer force, is an important shaping force for the whirlwind of the national tide.

Relevant surveys show that "Generation Z" has a soft spot for "China Red" element products, and Guochao brands and young people "go both ways".

Data map: On August 1, 2020, the theme exhibition "Big White Rabbit Cold Drink Store" was unveiled in Chengdu.

The time-honored national brand White Rabbit integrates five themed IP installations, bringing together classic childhood memories, national trendy elements, fun interaction and trendy consumption, attracting local people to come and taste the taste of childhood.

Photo by China News Agency reporter Zhang Lang

　　Wang Yue, a young man in Beijing who likes to stock up on shoes, found that among his friends, there are fewer people who don't buy Nike or Adidas, and many wear Li Ning and Anta.

　　Ms. Cheng, who lives in Canada, lamented that cosmetics purchasing in Europe and the United States is "not as popular as it used to be", and it is becoming a new trend for Chinese girls to recommend exquisite and affordable oriental beauty through social platforms.

　　Buying domestic products, using domestic products, and selling domestic products has become an indispensable part of the social interaction of "Gen Z".

This generation, who is familiar with new media and smartphones, not only gets inspiration from social platforms to update their cognition of traditional culture and oriental aesthetics, but also shares the consumption experience of the national trend through social platforms to find "friends" and a sense of belonging.

　　"The quality of domestic products is very good, and the design has a Chinese style, which can show taste and personality", which represents the aspirations of the youth of Guochao.

This also reflects the intergenerational characteristics of China's "Gen Z" consumption and aesthetics: not only big brands, but also practical, while taking into account the appearance and cultural connotation.

　　This is echoing the soul of the "national tide" trend - "country", which represents the content of Chinese elements, Chinese style, Chinese aesthetics and other cultural aspects.

It not only refers to Chinese symbols such as seals and ink washes, but also refers to the Chinese philosophy and values ​​conveyed by the symbols.

Data map: On December 27, 2019, many costume lovers took pictures in the Palace Museum.

Photo by China News Agency reporter Du Yang

　　Bing Dun Dun, the mascot of the Beijing Winter Olympics, has won the "Top Trend of the National Trend" because this giant panda is "very cute and very Chinese", conveying the kindness of Chinese hospitality; Chinese students walk abroad in national trend sweaters On the street, you can feel Fangzheng's "one-of-a-kind trendy style"; classic interpretations of "Luoshen Shui Fu" and "Just This Green" make modern people marvel at the beauty of Chinese culture...

　　It turns out that traditional things do not mean "old fashioned", but can be very youthful and fashionable; it does not mean that they are hidden in museums, but can penetrate into people's daily life.

　　The national trend of fashion, which is scattered in various fields of clothing, food, housing, transportation, use and play, meets the internal needs of Chinese people for cultural identity and aesthetic resonance, and also provides an opportunity for the rediscovery and activation of Chinese culture and Chinese aesthetics.

Data map: On January 12, 2022, the Beijing Winter Olympics mascots "Bing Dun Dun" and "Xue Rong Rong" appeared on Beichen Road (North Central Axis Road), Chaoyang District, Beijing, attracting passersby to take pictures.

Photo by Guo Junfeng issued by China News Agency

　　A social survey in 2021 shows that more than 70% of the young people surveyed believe that the national tide has enhanced the Chinese people's self-confidence in national culture, and they can feel the influence of tradition through the national tide.

　　The British "Financial Times" once pointed out in a report that foreign brands used to represent a superior Western lifestyle, but now, Chinese consumers are more confident in China style.

　　In the past, the Chinese people were in a hurry and kept chasing the outside world. After walking through thousands of mountains and rivers, they found more and more that "the moon in foreign countries is not necessarily rounder than that in China." in the mother.

　　The awakened oriental aesthetics nourishes the Chinese people and brings freshness to the world.

Confident and elegant "Chinese makeup" is sought after by Asian girls, Japanese media predicts that "Hua Liu" is about to sweep the world, foreign "Internet celebrities" are addicted to Chinese Internet products, and European and American brands "borrow" elements of national trends... As the saying goes, Chinese, also the world.

　　What is "National Tide"?

Some people say that this is just a phenomenon of business and consumption; some people say that it is related to Chinese aesthetics and culture; others say that it is a projection of the national mentality.

　　"The national tide is not only the tide of domestic products, but also the tide of national strength, and also the tide of national fortune." Hu Yu, Dean of the Institute of Cultural and Creative Development of Tsinghua University, thinks so.

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