The rise of domestic products, national fashion and style are widely pursued

With the rise of domestic products, national trends and styles are widely pursued.

With the rise of domestic products, national trends and styles are widely pursued. The new national styles have become the choice of consumers born in the 1995s and 2000s. I feel good. In the fashion model of new youth and new consumption, domestic brands are also rising strongly. Domestic products are on the rise, and national trends and styles are widely pursued. With the rise of domestic products, national trends and national styles are widely pursued 1

The reason why national trends and national styles can become a popular trend in the world can be traced back to the rapid increase in China's comprehensive national strength in recent years, the continuous improvement of its international status, and the international The influence continues to expand. It is China's strong economic and technological strength that provides strong "hard power" support for the display of the "soft power" of the national trend and national style. Coupled with the in-depth participation of the youth of the times, the national trend and national style can flourish and become popular. .

Once upon a time, "foreign festivals" such as April Fool's Day, Thanksgiving, Halloween, and Christmas were once widely popular among young people. In recent years, young people no longer flock to such foreign festivals, and these festivals have actually quietly cooled down. On the contrary, the current trend of young people chasing national trends and styles is quietly emerging. Whether they are handsome young people wearing Hanfu in ancient towns, or young people who are passionate about intangible cultural heritage and cultural creations, and Chinese quintessence and domestic products, they are full of fascination and confidence in the fresh and elegant national fashion. This craze not only fully demonstrates the brilliance and charm of excellent traditional culture that keeps pace with the times, but also reflects the more confident and determined mental state of young people in culture.

Innovative expressions that highlight original, pioneering and individual concepts

The "country" in the national trend and national style refers specifically to China, mainly focusing on the cultural field. Based on the excellent traditional culture deposited by China in its historical development and with the national spirit formed over thousands of years as its core, it contains the aesthetic taste of Chinese art and Chinese aesthetics. "Wind" means style, an art form that contains specific elements. "Chinese style" uses Chinese-style objects, symbols, and techniques to create an emotional experience and resonance with emotion, interest, novelty, and meaning, and expresses narrative through music, painting, clothing, architecture, and other forms. "Tide" refers to a fashion trend and fashion trend, which is a fashion formed by people competing to love something. The current national trend is people’s pursuit of cultural symbols formed by the integration of excellent traditional culture and modern lifestyle based on cultural genes, era memories, national spirit and other factors.

The cultural symbols rich in classical connotations in the national trend and style have fully aroused the collective resonance of cultural memory and cultural identity, and then gradually evolved into a hot fashion and become a widely influential and popular trend. The cultural landscape of charisma. Looking at the widely popular fashions such as Hanfu, the design of cultural and creative products of the Forbidden City, and programs such as Henan Satellite TV's Luo Shen Fu, the unique charm and profound heritage of traditional culture are vividly rendered. From the rapid rise of national-style music, animation, and games to the whirlwind of national-style clothing, brands, and IP sweeping the market, these creations rich in Chinese local elements no longer look old-fashioned and outdated. They have become original and pioneering products. and innovative expression of individual concepts.

After investigation, it was found that the audience for national fashion and style is mainly those born in the 1990s, followed closely by those born in the 00s and 80s. This shows that the younger generation is the main force supporting and promoting the spread of this trend. They no longer blindly worship foreign countries, but are willing to buy and use domestic products, and love traditional Chinese culture. This cultural identity based on emotional experience has fully awakened the pride in traditional culture deep in the hearts of young people. Today, as the consumer market becomes increasingly younger, the younger generation’s positive attitude towards national fashion products will become an important factor in promoting the development of the national fashion cultural industry.

At the same time, this trend is becoming increasingly internationalized, and more and more cutting-edge designers with an international vision are beginning to launch original designs incorporating Chinese elements, striving to promote the national trend to the world. The international fashion circle has also incorporated traditional Chinese elements such as Chinese embroidery, buttons, dragons and phoenixes, and auspicious clouds into their own designs. Chinese culture is receiving more and more attention and reference from the world.

The "hard power" support behind the display of "soft power"

The emergence of national trends and national trends is not an accidental social phenomenon. There are certain endogenous reasons behind the popularity and popularity.

The national trend and national style reflect the improvement of the Chinese people’s national cultural confidence. The rise of national trends and customs is actually a cultural root-seeking journey for contemporary young people. It is the emotional expression of the people's efforts to establish cultural identity and seek cultural identity. When the Korean wave, Japanese wave, and European and American wave swept across China in the early years, it was the time when young people were eager to connect with the world. They were not only chasing fresh foreign culture, but also yearning for a wealthy living standard. Today's younger generation has grown up in an era of rising great powers and has unprecedented confidence in a powerful country. At this time, they are eager to fully demonstrate their national identity in world cultural exchanges, and the emergence of national trends and styles has become an excellent carrier.

The reason why domestic brands are favored by consumers is that in addition to the national complex contained in them, high-quality domestic products are also a guarantee that people are willing to pay for them. In the past, due to limitations of technology, concepts, and innovation capabilities, "Made in China" was often mistakenly labeled as "affordable replacement" and "pattern-making plagiarism". Naturally, consumers lacked confidence in domestic brands. With the advancement of China's science and technology and the improvement of manufacturing level, "Made in China" has begun to gradually transform into "Made in China Intelligent" and "Created in China", which has laid a solid material foundation for the emergence of national trends and styles.

The reason why national trends and national trends have become popular in the world can be traced back to the rapid increase in China's comprehensive national strength, the continuous improvement of its international status, and the continuous expansion of its international influence in recent years. It is China's strong economic and technological strength that provides strong "hard power" support for the display of the "soft power" of the national trend and national style. Coupled with the in-depth participation of the youth of the times, the national trend and national style can flourish and become popular. .

Promote the creative transformation and innovative development of traditional culture

In essence, the national trend and national style craze is the reshaping and reshaping of traditional culture. spread. From a historical logic point of view, this trend is not just a simple inheritance of traditional culture. It not only changes the external form of traditional culture, but also integrates traditional culture with modern technology, allowing traditional culture to fully demonstrate its inner charm in the contemporary era. From a practical logic point of view, the spread of national trends and customs has enhanced the social shaping function of culture, enhanced China's leadership in world cultural trends, and improved the international competitiveness of the cultural industry. This phenomenon brings important inspiration to promote the creative transformation and innovative development of traditional culture.

First of all, we must pay attention to the contemporary nature of culture and fully demonstrate the spiritual connotation inherent in the cultural products themselves through colorful fashion forms. If culture stays in the past forms, it will easily become past-tense displays and furnishings. In order to make traditional culture rejuvenate and vitality in the present, we must give it the color and style of the new era, "making the cultural relics collected in museums, the heritage displayed on the vast land, and the words written in ancient books all come alive." Get up. ”

Secondly, we must pay attention to the popularity of culture and make culture close to the people and life. Culture not only needs spring and snow, but also needs to be both refined and popular. Culture must adhere to the people-oriented value orientation and must go among the people and be close to the masses; culture must insist on the people's dominant position in cultural creation and cannot be seriously disconnected from the real life of the masses, resulting in high-pitched and unpopular opinions.

Finally, we must pay attention to the international nature of culture and innovate through cultural exchanges and mutual learning. China’s excellent traditional culture has been broadly inclusive since ancient times, advocating concepts such as “all-inclusive” and “accommodating all rivers”. It is through exchanges and integration with different civilizations that Chinese culture can be widely absorbed and rejuvenated.

In short, cultural construction is an important part of building a culturally powerful country, and cultural rejuvenation is an important symbol of the great rejuvenation of the Chinese nation. To enhance the vitality of Chinese culture and enhance the cultural confidence of the Chinese people, we can take advantage of the new trend of the national trend and national style to integrate the national trend and national style with strong oriental cultural connotations into the production and promotion of cultural content, thereby protecting the excellent traditional culture of the Chinese nation. On the basis of this, we will further write new glories for the Chinese national culture. Domestic products are on the rise, and national trends and styles are widely pursued 2

Consumption is becoming more rational, paying attention to digitally transformed products, and loving new national styles. New young people are leading the new trend of online shopping with new consumption concepts.

At the "New Youth Fashion Consumption Trend Development" seminar held recently, the Beijing Normal University research team released the "2021 New Youth Fashion Consumption Trend Development Report" (referred to as the "Report").

The report believes that the new youth group has become the main force of fashion consumption, showing greater "explosive power" and development potential in a variety of fashion consumption scenarios. Pinduoduo has become the preferred cost-effective platform for fashion consumers, and domestic and foreign fashion brands on the platform have attracted new attention. Favored by young consumers.

The research on the new consumption propositions of new youth in the report triggered heated discussions among experts at the meeting. Experts believe that new young people pursue fashion elements, influence fashion attitudes, and then empower fashion products or brands. The rise of new national trend consumption is also a manifestation of new youth's realization of self-identity and national identity.

Nearly 70% of new young people value cost-effectiveness

Studying the consumption patterns of new young people, including their attitudes towards fashion consumption, “In a sense, just like a person’s nose, Can keenly feel changes in the external environment." At the seminar, Li Biao, director of the Public Opinion Research Institute of Renmin University of China, said that consumer behavior and consumption phenomena have the most intuitive and significant indicative effect on the entire social and economic development.

The "2021 New Youth Fashion Consumption Trend Development Report" summarizes the main characteristics of online shopping among new youth groups.

Survey data shows that 21% of new young people shop online every day, 62% of the population said that their willingness to buy online will increase in the future, and nearly 70% of new young fashion consumers are shopping The first consideration is cost-effectiveness.

The Beijing Normal University research team believes that new young consumers tend to be more rational when consuming, and conspicuous consumption behavior has decreased. Among them, in the digital 3C field, high performance and cost-effective configuration are the directions pursued by more new young consumers. The report takes the "RTX Series Notebook New Product Launch" event launched by Pinduoduo's Ten Billion Subsidy Channel in 2021 as an example. Official subsidies of up to a thousand yuan were provided on the day of the event, and relevant preferential information formed a fission in the player WeChat group, game and hardware communities. According to media reports, RTX3070 and RTX3060 gaming notebooks from multiple brands such as Mechanical Revolution and Shenzhou have attracted enthusiastic orders from consumers.

Chen Chen, a researcher at Pinduoduo’s New Consumption Research Institute, said, “In the tens of billions subsidy channel, Pinduoduo joins hands with many brands to promote products that have high attention in the market, good sales, and good consumer feedback. Brand standard products are directly subsidized by consumption and provide substantial profits, so that consumers can truly feel the benefits. This is also the main reason why young consumers recognize Baibu products.”

Don’t settle for less, spend more and pay more attention to quality; Shopping is social, and you are happy to share your tips with your friends. Yu Guoming, a professor at the School of Journalism and Communication at Beijing Normal University, said that the "New Youth" series of research reports is a three-dimensional study of specific groups by the Beijing Normal University research group, hoping to provide a perspective and a perspective from the perspectives of communication, sociology, and economics. an analytical perspective.

National trend of digitalization is the trend

With the cross-border collision of IP, artists, different industries or brands, traditional products are constantly being injected with fresh elements, bringing consumption to new young people The reader’s emotional experience in many aspects such as value recognition and nostalgia. According to Ding Hanqing, deputy dean of the School of Journalism and Communication at Beijing Normal University, new young people pursue fashion elements, influence fashion attitudes, and then empower fashion products or brands.

In the first half of 2020, the sales of original Hanfu on Pinduoduo platform increased 30 times. The picture shows Pinduoduo’s original Hanfu “Colorful Clouds” co-branded with Dunhuang murals. Wu Ming/Photo

The new national trend style has become a favorite of consumers born in the 1995s and 2000s. On the Pinduoduo platform, new young people have their own “national trends and new ideas.” The report shows that in the first half of 2020, original Hanfu grew the fastest among the niche clothing categories on Pinduoduo platform, with a year-on-year increase of 30 times. Under the leadership of the new e-commerce platform, Hanfu has developed into a circle culture, which is gradually becoming compatible and popular in cities of all tiers, and there is a trend of developing into regular clothing.

In the fashion model of new youth and new consumption, domestic brands are also rising strongly. Pinduoduo data shows that domestic brands such as Hongxing Erke, Hui Li, Yuanqi Forest and Shanghai Jahwa have been shortlisted as the most popular brands among new young consumers on the platform. During the 2021 Pinduoduo 11·11 promotion, the platform also tilted traffic and tens of billions of subsidized channel resources to new domestic brands. In the future, it will continue to help the renewal of traditional domestic brands and the rise of new domestic brands.

At the same time, the epidemic has catalyzed the digital transformation of the fashion industry.

Watching shows online and visiting exhibitions online have become new ways of consumption for new young people. In March 2020, seven of the world's top museums, including the Metropolitan Museum of Art, launched online live broadcasts on Pinduoduo, selling nearly a thousand kinds of museum-specific essences online. The 2021 Shanghai Book Fair offline exhibition has been postponed due to the epidemic, but readers can taste the 2021 good books recommended by the Shanghai Book Fair and travel to their spiritual home through the "Duo Duo Reading Month" end-of-year reading week online. "The Pinduoduo platform will continue to create digital activities, launch cross-border co-branding and diversified products to meet the diverse needs of new young consumers," Chen Chen said.

Liu Dehuan, deputy dean of the School of New Media at Peking University, believes that the fashion consumption of new young people can be summarized by seven "transformations", namely, lifestyle, personalization, national trend, technology, and circle. , intelligence and digitization. "The new national trend is actually a manifestation of contemporary Chinese young people's re-understanding of their own culture and the realization of self-identity and national identity." With the rise of domestic products, national trends and national styles are widely pursued3

This year, Domestic products are ushering in an era of awakening.

Wear Hanfu produced in Caoxian County, Heze, Shandong Province, and become a "Miss Tang Palace". Use your Huawei mobile phone to visit the Forbidden City or shoot a short video with your friends on weekends, buy a cup of Heytea's new product "Snow Quilt Big Berry", and then reward yourself with a particularly popular museum archaeological blind box as a small surprise. ...

After experiencing the 1.0 era of rejuvenation of time-honored brands and the high-tech field first opening up the 2.0 situation through quality upgrades, various data tell a very different story - in Chinese brands and Chinese culture , big country technology and other fields, the new 3.0 era of comprehensive and confident domestic products has arrived.

Cars, mobile phones, cosmetics, local cultural and creative IP, hard-core technology... domestic products and consumers are being reconnected.

New domestic products enter the era of awakening together

"China's Generation Z has gradually grown into the backbone of the consumer industry. They prefer domestic products and are interested in 'Made in China' 'More enthusiastic. In addition, they are very proficient in digital technology, have an open attitude, and are very interested in exploring local brands, especially those business models that can directly face consumers (DTC). "Charlotte Zhang, Vice President of Consumer Insights Department of L Catterton, an American consumer products private equity investment company, told a reporter from China Economic Weekly.

In the 2021 "Double 11" e-commerce promotion, data from the Tmall platform shows that Anta Group defeated the former leader Nike with a total transaction volume of 4.65 billion yuan, becoming the first to win the Tmall "Double 11" category. The Chinese brands on the list; local beauty brands Mao Geping, Ou Shiman, Winona, Miele, Xiangyi Herborist, etc. had sales in the first hour exceeding last year's "Double 11" full-day sales.

What is even more surprising is that among the brands with a turnover of more than 100 million yuan on "Double 11", nearly 50% are domestic brands, a year-on-year increase of 17%. Among the top 10 brands with year-on-year turnover growth, 80% are domestic products, and 5 domestic brands have a year-on-year turnover growth of more than 100 times.

"Chinese consumers have changed, and they are favoring local brands instead of global brands." In the 2021 autumn conference call, in the face of declining revenue in China, Adidas CEO Kasper Rossiter Rorsted) said.

On November 10, Adidas announced its third quarter financial report for 2021. Group revenue increased by 3.4% to 5.75 billion euros, which slowed down compared with the same period in previous years. Operating profit fell 8.5% to 672 million euros. Greater China is the main market where Adidas' global performance has declined the most year-on-year. According to the third quarter results released by Adidas, under the premise of currency neutrality, revenue in Greater China fell 14.6% year-on-year.

According to a McKinsey survey of 5,000 consumers in 15 cities in China, 85% of consumers said in 2020 that they would definitely buy local brands, but 10 years ago In 2011, only 15% of consumers said they would choose domestic brands.

The Guotai Junan consumer team believes that the rise of the national trend is not driven by a single product, but is driven by the simultaneous effects of multiple factors such as population structure, income level, cultural mentality, and consumption concepts.

Domestic products not only rely on feelings, but the leap in quality makes domestic products more confident

If you want to choose a hot word to describe the people's love for domestic products, "wild consumption" "Do your best.

Whether it is the "bankruptcy donation" of the old sports brand Hongxing Erke to the heavy rain in Henan, which triggered a nationwide panic buying frenzy, and the sales performance once soared 52 times; or the old domestic daily chemical brand Fenghua "cryed for poverty" and "ten "Rise by two yuan a year" and netizens rushed into the live broadcast room to "rescue" and sold a month's worth of goods in one day. These have become the most watched landmark events in the consumer field this year.

Some comments believe that "Made in China", "Chinese feelings" and "Chinese elements" have become hard indicators for consumers to purchase domestic products. The rise of domestic products and emotional consumption have triggered strong discussions in the industry.

In this regard, Gao Dekang, founder of the Bosideng brand and chairman and president of the Bosideng Group, said: "The rise of domestic products is the self-confidence of the times. Chinese consumers love domestic products, not just for consumption sentiment."

p>

He believes that since they began to focus on national trends in 2018, local brands have always insisted on brand leadership and established "strong links" with the mainstream consumer groups of the era; many brands adhere to process innovation, adhere to digital transformation, create digital collaboration platforms, and achieve Full-chain production of the brand.

"Many joint venture brand booths are empty, but independent brand booths are crowded." At the just-concluded 2021 Guangzhou Auto Show, an exhibitor lamented in his circle of friends.

You must know that for a long time, whether it is the Beijing Auto Show, Shanghai or Guangzhou Auto Show, joint venture brand models have been the star products at the venue.

However, starting from the 2021 Shanghai Auto Show, independent car companies will appear with new products, new technologies, new brands, and new marketing. They also have a unique title-"New Car Manufacturing Forces." Different from the past emphasis on displaying products and highlighting cost-effective advantages, independent brands have "shot multiple arrows" in the fields of products, technology, ecology, services and other fields, becoming the "vane" of industry development.

According to data from the Passenger Car Association, in October 2021, self-owned brands retailed 770,000 vehicles, a year-on-year increase of 4% and a month-on-month increase of 11%; the domestic retail share of self-owned brands was 45.6%, a year-on-year increase of 8 percentage points.

The "New Consumption Era Report on the Rise of Domestic Products" released by the CICC Research Department shows that my country's per capita GDP has exceeded US$10,000, and the rise of domestic products is accelerating. The driving force for the rise is: as my country's economic strength continues to increase, consumers' national confidence and cultural pride are also constantly improving; under the continued trend of consumption upgrading, consumers' lifestyles have changed, requiring more consumer categories and better products. products and services; Chinese products and brands continue to develop with determination, and their capabilities in quality, design, technology, innovation, etc. have reached new heights; new infrastructure such as supply chain, logistics, big data, AI, Internet, and marketing communications provide powerful support.

Xun Yugen, chief strategist of Haitong Securities, told a reporter from China Economic Weekly that behind the rapid rise of domestic brands is the improvement of product quality and design functions that better meet the needs of domestic consumers. He said that in addition to the young consumer groups that provide broad space for the rise of domestic products, quality advantages also push domestic brands to go against the trend. In recent years, domestic brands have gradually extended their reach to the upper levels of the industrial chain, building brand identity, building quality advantages, and accelerating their entry into the high-end market.

Transforming Oriental Beauty into World Beauty

“Oh, this is the first time in my life that I have seen such a beautiful product!” Fashion and beauty blogger from the United States Keira conducted product reviews as usual. Facing the beauty brand Huaxizi from China, Keira couldn't control her emotions and kept exclaiming.

What was even more unexpected for her was that after she posted a video reviewing new Chinese beauty products, she had just over 20,000 YouTube followers, and her views soared to nearly 3.5 million in a short period of time. The comment section was filled with envy from female fans and questions about how to purchase the product.

Vicky, a beauty analyst, told a reporter from China Economic Weekly that in fact, as early as five years ago, some domestic beauty brands with high national popularity entered the European market. Although these products occupy The advantage of high cost performance is claimed to be an "affordable substitute" for foreign brands. However, many brands eventually failed to sell out of Maicheng due to problems such as low visibility in overseas markets and high logistics costs caused by long-distance exports.

“At present, this batch of new domestic products have their own R&D teams, and with the rapid development of domestic e-commerce, China’s supply chain and logistics and other infrastructure capabilities are constantly improving, which is enough to support overseas brands. Farther and more solidly. They have taken advantage of overseas consumers' curiosity and love for oriental cosmetics to successfully go abroad, but how to convey the profound traditional Chinese beauty culture through products has become the "Perfect Diary" and "Hua Xizi" in the process of going overseas. It’s something that needs to be thought about continuously,” Vicky said.

Similarly, in the field of mobile phones, in China’s domestic market, Huawei, Xiaomi, OPPO, and vivo began to replace Apple; domestic products began to replace European, American, Japanese and Korean brands. In overseas markets, Chinese products are no longer synonymous with "low-end and counterfeit". Overseas consumers will use words like "luxury", "classic" and "high-end" when describing Chinese mobile phone brands. Chinese brands Become a symbol of high-end and quality.

According to the "2021 China Overseas Brand Cognition and Emotional Development Research Report", overseas consumers' perception of the quality of Chinese brands has changed, showing more positive emotions.

Wu Wei, deputy secretary-general of the International Advantage Cluster Brand Alliance, said that Chinese brands have begun a new round of overseas expansion. What one brand cannot do can be done through 10 brands or 100 brands. Chinese brands must unite to bring real value to the world and make consumers around the world recognize Chinese brands.

"The main manufacturing base of global durable consumer goods is in China. Sweeping robots, new energy vehicles, smartphones, etc. are all categories that iterate very quickly. The current global product landscape is still in the stage of fragmentation. China Products and Chinese brands are very likely to dominate, and the future of Guochao is worth looking forward to," said Wu Jincao, chief retail analyst at Soochow Securities.