The national tide is at the right moment—Notes and thoughts on the national tide
National trend: trendy products with specific Chinese elements.
Chinoiserie: Chinese style, Chinese fashion.
This is Baidu Encyclopedia’s definition of national trend and Chinese style.
The national trend economy refers to integrating traditional Chinese culture with modern trend elements, such as combining fashion design styles and diversified marketing methods, establishing brand IP, and using the brand as a carrier to apply it to various categories of goods to form a national trend. Through the development of national trends, it can help traditional national brands to rebrand, while providing development opportunities for domestic businesses and assisting the development of internal economic cycles.
Excerpted from "iiMedia.com" "Analysis of China's Guochao Economic Development Trend in 2020-2021: Young Groups Boost Guochao to Release Its Potential"
The main manifestations of the national tide economy in 2020
The national trend economy mainly develops on two models: domestic brand and national quintessence. National brands usually refer to commercial brands independently designed, produced and created in China. Old national brands are more concentrated in daily chemicals, food, clothing and other industries, while new national brands are mostly brands with technological innovation and business model innovation. The quintessence of Chinese culture often manifests itself as a cultural or artistic activity with a far-reaching history of development.
https://www.iimedia.cn/c1020/76933.html
The rise of national trend consumption will create a huge market and a lot of entrepreneurial opportunities
Hanfu and Hanfu elements are gradually moving from movies and television to daily life.
Literature, films and TV shows about cultivating immortality are flooding the Internet and screens.
Ancient music is very popular.
National style home furnishings are increasingly popular.
…
Terms such as national style, ancient style, and new Chinese style have appeared more and more frequently in recent years.
Traditional Chinese elements are becoming a trend.
1. Guochao consumer groups
Data shows that those born in the 1990s and 2000s are the main consumers of national fashion. This is especially true for those born in the 00s.
The consumption trends of young people represent the consumption direction for a long period of time in the future.
The national trend will only become more and more popular in the long term. Penetrate and penetrate into every aspect of our lives.
And this process will definitely create an increasingly larger market.
2. National trend, what is consumed?
National identity and beauty.
1. National identity
China's rise is unstoppable.
The post-90s generation, especially the post-00s generation, has a relatively good growing environment and a strong sense of national identity. This is the basis for the popularity of the national trend.
In particular, at present, when the external environment is relatively poor caused by the economic recession and the impact of the epidemic, objective conditions also require the rise of the national tide.
2. Ultimate beauty
Immortal and Sa are both the ultimate beauty
It is different from the simplicity and practicality of modernism originating from Europe and America. Traditional Chinese elements emphasize beauty.
The two characters Xian and Sa are the embodiment of this beauty.
Hanfu, paper fans, calligraphy and painting, tea art, etc. all express Xianhe Sa vividly.
But it is precisely this pursuit of beauty that makes many traditional Chinese elements more complex and unsuitable for contemporary people's lifestyles.
Therefore, the fusion of tradition and modernity, allowing the ultimate beauty of national style to be integrated into our daily lives in a simple way, has become the foundation of a national fashion brand.
3. Start with content, become products, and integrate into life
1. Start with content.
Guochao consumption starts with content
The popularity of pictures, short videos, film and television dramas, etc., content and IP has greatly stimulated and transformed the purchase conversion of a national brand product.
This is also the characteristic of Guochao brand marketing.
The production of content and the creation of IP are the ways to obtain traffic and users/fans of a national trendy brand.
2. Made from commodities.
With IP and fans, you can create suitable products based on the characteristics of IP and fans. It can be clothing, home furnishings, accessories, catering, travel, etc. The focus is on the compatibility between IP and fans on the product.
3. Integrate into life
Good goods are not expensive.
A national fashion brand should be of high quality and affordable. Only by integrating into the lives of ordinary people can such a national fashion brand be successful.
refer to:
Analysis of China's Guochao Economic Development Trend in 2020-2021: Young groups boost Guochao to unleash its potential (https://www.iimedia.cn/c1020/76933.html)
iiMedia Consulting | Research Report on the Rise of China’s National Fashion Brands in 2021 (https://www.iimedia.cn/c400/78527.html)
