Why are young people keen on national tide
2022-03-23
Did you grab the ice pier and snow? At 12 o'clock on March 21st, online Olympic official flagship store began to sell ice pier and snow Rong Rong, attracting many netizens to place orders. "After the Winter Olympics, it's still hard to find one trick. I can't get it online. I queued up in the store for more than an hour to buy it." Hu Rui, born in 95, is a fan of the Z generation (a group of people born between 1995 and 2009). He will not miss the "new top stream" such as ice pier and snow Rong Rong. "The Winter Olympic mascot sells well because it is very 'Chinese'." Wang Xin, vice president of advertising School of Communication University of China, seems to have seen that the ice pier and snow melt are rushing to the top of the country. As in recent years, the popular the Imperial Palace products, the national wind makeup and other national products have reflected the cultural confidence and national identity of the new generation of consumers. "The rise of national tide consumption is also a manifestation of the rise of Chinese cultural self-confidence." Wang Xin said. According to the 2020 China consumer brand development report released by Alibaba Research Institute, the online market share of Chinese local brands has reached 72%. Meanwhile, according to the report of Baidu 2021 Guochao proud search big data, Guochao's attention has increased by 528% in the past 10 years. Domestic goods are in the "tide", and national tide consumption has increasingly become an important choice for the new generation of consumers. What is national tide The Oriental relief technology is integrated into make-up products. Dunhuang fresco elements are printed on sports shoes, and the white rabbit milk candy has developed a fashionable perfume. These past and modern fashions are hard to catch up with, and are now emerging in various consumer scenarios and become new trends. "What leads this new consumption trend is the power of national tide." According to Gao Baohua, a researcher at the Institute of service trade of the Institute of international trade and economic cooperation of the Ministry of Commerce, Guochao is a trend generated by taking state-owned brands as the carrier, good quality as the connotation and strong marketing supported by modern information technology, which can not only meet the publicity of young consumers' personality and the pursuit of fashion, but also contribute to the return of traditional culture. According to Liu liming, an associate researcher at the school of communication and design of Sun Yat sen University, Guochao is not only a consumption trend, but also a value, life concept and lifestyle. The rise of national tide is an opportunity for the wide dissemination of Chinese traditional cultural values and Chinese aesthetics. "The national tide has become a popular wave sweeping young people. Of course, it does not just rely on selling products. It must lead the fashion of life." Liu Liming said, "some so-called Guochao products may change quickly, and a brand will disappear soon. But it doesn't matter, because Guochao products are also commodities, and commodities can be replaced." In her opinion, Guochao culture, as a part of young people's cultural identity, once produced, will not disappear easily because some brands are eliminated. "Guochao is a comprehensive presentation of Chinese products, Chinese brands, Chinese aesthetics and Chinese culture." Wang Xin concluded. He believes that Guochao is the unity and reproduction of a variety of symbols, including symbols at the level of Chinese traditional cultural identity, such as national symbols marked by national totem; There are also symbols of the integration of Chinese traditional culture and modern fashion; And symbols representing China's national image, such as Chinese characters and other symbols that stimulate the group identity of the Chinese nation. "Ice pier and snow melt is the emotional counterpart of China's image. Consumers' enthusiasm for buying is so high that they value their rich emotional connotation and symbolic value." Wang Xin said. Guochao, where is "Chao" "One side of the red seal is engraved with four large traditional characters' China Li Ning 'with a very retro feeling. It's so sporty." Hu Rui said that when he studied in France, he loved to wear Li Ning Guochao clothes. He felt that "it's super cool to walk on the streets of Paris in the clothes with the words' China Li Ning '.". Generation Z has many Guochao young fans like Hu Rui. According to the report on the consumption trend of generation Z youth in new first tier cities in 2021 released by the 21st Century Economic Research Institute, 43% of the post-95 respondents prefer Guochao. Why are the sweaters printed with the words "China Li Ning" so fashionable? "Because the word 'China Li Ning' represents a kind of national identity and cultural identity, and can be recognized at a glance." Wang Xin analyzed that the new generation of consumers have a strong intergenerational label and sense of intergenerational belonging. They are eager to establish intergenerational characteristics different from their parents and brothers. An important feature of the new generation of young people, especially generation Z, is that they have the courage to try and like to accept new things, but it is difficult to go deep. "For example, there are two reasons why we are caught by the audience in one second." Wang Xin further analyzed, "therefore, from the perspective of brand, the externalization of connotation is very important. Those Guochao products that can be identified at a glance are easier to 'fire' out of the circle." In Wang Xin's view, the popular design elements of the current national trend meet the needs of young people for explicit connotation. They are happy to wear national fashion, so that the outside world can recognize their identity differences and see their differences at a glance. "China's national strength is becoming stronger and stronger, and its culture is also rising day by day. This background gives contemporary young people a strong call of the times. Young people are willing to establish a sense of cultural belonging belonging to this era and highlight the differences between their own group and other social groups." This is the deeper reason why Wang Xin believes that the national tide is rising. "In the past, many young people liked cultural products from Hong Kong, Taiwan or overseas. But today, Guochao culture has brought a different pursuit goal to contemporary young people. These factors have jointly contributed to the rise of Guochao culture among young people." Wang Xin added. Guochao brands and consumers influence and achieve each other "Guochao's market is closely related to cultural symbols, but fundamentally speaking, it is still a market. We should follow the basic logic of the market, and products should win with quality rather than packaging." Liu Liming reminded that the popularity of Guochao actually puts forward higher requirements for the quality and design of products in the industry. "As a cultural trend, Guochao has a more far-reaching and lasting influence, which will affect the aesthetic orientation and consumer demand of a generation of young people, and potentially affect the production direction of a large number of Chinese enterprises. Consumers, enterprises and Guochao brands interact and grow with each other." Liu Liming analyzed. "The rise of national tide is undoubtedly a very important industrial upgrading opportunity for Chinese enterprises and brands." "What we used to say about domestic goods is mainly made in China. Domestic goods meet people's material needs and solve the problem of what the people use," Wang Xin said Wang Xin believes that the emergence of Guochao means cultural reconstruction, which meets not only the material needs of the people, but also the spiritual needs. "The trend of using the country means trendy and avant-garde. Such a trend culture is bound to further lead industrial production." Wang Xin said with emotion. He continued to analyze the changes in the relationship between consumers and enterprises caused by the rise of the national tide. "With the trend of national tide, a spiritual connection or emotional link can be formed between consumers and brands, which is a more intimate new consumption relationship." Wang Xin believes that this is a favorable promotion of consumers to the industry and the whole brand ecology. Convey Chinese charm in more forms Does the rapid development of Guochao brand have an impact on the sales of foreign luxury brands in China? Speaking of this, Hu Rui said: "we should not compare the differences between the two, because we cannot measure our Guochao brand with the rules and evaluation system of foreign luxury brands." Gao Baohua also said: "we must build our own brand with world influence. We should have our own voice and pricing power in the field of fashion, so as to better highlight the charm of Chinese culture." So, how will Guochao brand go in the future? "Strictly control the quality, strengthen innovation and increase the degree of digital empowerment." Gao Baohua explained, "digital empowerment of Guochao products is the general trend. Digital empowerment should be reflected in all links of the supply chain such as product production, supply and marketing and the upstream and downstream industrial chain, such as the sales form of Guochao products broadcast live by e-commerce." In Wang Xin's view, the development of Guochao in recent years has made a good start in the upgrading of business culture and the construction of social and cultural atmosphere, but there are inevitably some problems. "For example, the surface of Guochao design elements, pan entertainment, hollowing out of symbols, etc." Wang Xin analyzed and said, "under the background of the national tide, we should maintain a high degree of rationality. We should not only see the cultural identity and national emotion reflected therein, as well as the benefits brought to the whole cultural development, but also ignore some cultural hidden dangers contained therein." How to make good use of the cultural symbols of Guochao and where is the next development direction of Guochao? "Cluster, large-scale and serial development should be carried out in a planned way." Wang Xin believes that at present, the cultural images and symbols in Guochao culture are still relatively scattered, and its development also presents a state of scattered points and multiple occurrences. There are relatively few systematic and large-scale development around a certain cultural element. "The development after the national tide needs better top-level design, not just a bottom-up and spontaneously generated trend." Wang Xin explained that the development of cultural industry has a common development track in all countries, that is, from spontaneous gathering to the normative guidance of effective government planning and top-level design. Effective government intervention and standardized guidance is an important factor in the development of trend culture. "Now the development of Guochao has reached a historical opportunity to achieve better development through top-level design. This can further upgrade Guochao's cultural industry." Wang Xin said that at present, most of the design elements and cultural images floating on the surface in Guochao culture, and the core of Chinese elements can be further explored. In addition, the construction of immersive cultural atmosphere is the weak link of Guochao culture at present. Wang Xin pointed out that Guochao culture is rarely created in an immersive space, and consumers rarely have the experience of directly placing Guochao culture in their own living space, not to mention taking Guochao culture as the carrier and being highly involved and immersed in it. Bing dwen dwen, "we have many IP images of" Panda ". IP, including the IP of various ancient mythical characters and huluwa IP, which is deeply rooted in the hearts of the people because of animation creation. These are the creative materials of Guochao culture and Chinese elements that can be developed and built in a system. If we develop these elements on a large scale and create an immersive experience space for consumers, these cultural elements can make consumers have a great dream making experience. Compared with Disney Park and Universal Studios, China and China consumers are more likely to have emotional connections. This is also a good way to spread culture. " Wang Xin provides an idea to create an immersive Guochao cultural space. In his opinion, at present, consumers are more like a spectator browsing attitude towards Guochao culture. In the next step, through the top-level design, consumers should really be in the cultural atmosphere, experience and pursue their dreams. "It is true that our country
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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