National Strength Ignites The Tide Of Chinese Brands

In the early years, no matter what the domestic brands did, it seemed that they were slightly inferior to the overseas brands. When domestic brands and overseas brands had a battle, the result was that the overseas brands won. With the changes of the times, economic development and the continuous improvement of the quality of domestic brands, the days when overseas brands are being sought after are gone forever. Nowadays, more and more users begin to choose national brands, which sets off a "national trend".

According to the report "Baidu 2021 Guochao proud search big data" jointly released by Baidu and renmin.com Research Institute, Guochao's attention has increased by 528% in the past decade, and now Guochao has entered the era of 3.0. With the rising heat of the national tide, the national tide economy also shows a huge market prospect.

The tide of national economy

Guochao economy refers to the integration of Chinese traditional culture and modern fashion elements, such as the establishment of brand IP by combining fashion design style and diversified marketing means, and the application of brand as a carrier to all kinds of commodities to form Guochao. The rise of national tide economy is related to the internal and external changes of a series of factors.

First of all, with the continuous enhancement of national strength, Chinese people's sense of national identity is constantly enhanced. Take Hanfu as an example, Hanfu is the traditional national costume of our country. With the enhancement of national identity, more and more people choose to wear Hanfu out of the street, and thus set off a "Hanfu fever". The Hanfu theme day activities held in various provinces push the popularity of Hanfu to a new peak.

The continuous popularity of Hanfu not only shows the beauty of national style and rhyme, but also generates a huge market. According to AI media consulting data, the number and market scale of Chinese clothing enthusiasts are growing rapidly. It is estimated that the number of Hanfu enthusiasts will reach 6.894 million in 2021, and the market sales scale will reach 10.16 billion yuan.

Secondly, clothing, food, housing and transportation have become the mainstream. With the increase of per capita income, the problem of food and clothing is no longer the focus of Chinese people's attention. The spiritual and cultural needs exceed the material needs and become the focus of attention. Chinese people also put forward higher requirements for the products used in daily life, not only care about the practicality of products, but also put forward new requirements for the appearance of products.

In order to meet the needs of users, more and more enterprises choose to integrate Oriental elements with their own products, and launch products with oriental aesthetic feeling and oriental culture. For example, huaxizi, a beauty brand, uses traditional micro carving and relief techniques to engrave patterns on lipstick paste, making lipstick a carving handicraft; Later, it launched the "Miao impression" Gaoding color makeup, which combined intangible cultural heritage technology with cosmetics to show the beauty of Miao silver. This series of highly innovative products also made huaxizi successfully come out of the circle and become the "good heart" of many young people.

Finally, the pattern of generation Z becoming the main consumer is gradually formed. Unlike other generations, generation Z has a natural preference for products with national culture, and they prefer to choose their own products most of the time. According to the data of rebate.com, the post-90s and post-00s have become the main group to drive the consumption of Guochao. From January to July of 2019, they contributed more than 57.73% of the purchasing power to "Guochao". Among them, the post-95 generation has become the largest consumer group of Guochao with 25.8% of the share, far exceeding other age groups.

Under prosperity, chaos is hard to hide

Although the economic development of Guochao is just in time, it is undeniable that while the economic development trend of Guochao continues to be better, it also breeds many industry chaos.

One is over marketing. Marketing is an important means to improve brand awareness and attract consumers' attention. Moderate marketing can help enterprises achieve the expected goals, but excessive marketing will cause consumers' boredom and make consumers lose their freshness. Once the product fails to achieve the publicity effect, consumers will be dissatisfied, and then eat back the brand itself.

Take the Palace Museum as an example. As a super IP, the Palace Museum has created numerous sales miracles of cultural and creative products by virtue of the creative combination of Guochao and the Forbidden City. However, the Palace Museum has also failed to avoid the negative impact of excessive marketing in the industry. The Palace Museum has launched a series of color makeup products. With the double blessing of IP fame and marketing, the products are expected before they go online. When the product was launched, the super high appearance met the expectations of consumers, but the problems such as poor experience also caused consumers' dissatisfaction. Later, they were called offline shortly after the product was launched, which brought about a lot of negative effects.

Second, the phenomenon of plagiarism is frequent. Copycat is a common phenomenon in all fields of industry. The clothing field which first blows the national trend is also the disaster area where the phenomenon of plagiarism occurs frequently. Take the Hanfu mentioned above as an example. The birth of a Hanfu requires a long R & D cycle from manuscript design, board printing to final product. Due to the originality and uniqueness of Hanfu, the price of authentic Hanfu is generally high.

The popularity of Hanfu market has attracted many new players. Most of them choose to be honest and original, and design products that highlight their brand value from scratch. However, some players have gone astray in order to make quick money and choose to copy the original design of ＂. Because there is no need for R & D design, the production cycle of Shanzhai Hanfu is generally shorter and the price is much cheaper than that of authentic Hanfu, which greatly damages the original's ＂ and has a serious impact on the healthy development of Hanfu market.

Third, eager for success, the quality is uneven. In order to keep up with the popularity of Guochao, many businesses just pile up the Oriental elements such as white crane and auspicious cloud pattern, and rush to make the label of Guochao for sale. What's more, they directly add a few traditional Chinese characters to their products and claim that they are new products of Guochao. Silk does not consider whether the elements used and its product culture are in line. In addition, anxious to follow the trend also makes some enterprises product quality control lax, uneven product quality and other problems.

No doubt, the chaos of these industries has had a negative impact on the healthy development of the whole national tide economy.

How to tell the new story of the tide of the United States in the new stage

Under the prosperity and chaos of Guochao economy, how can enterprises achieve healthy development without being disturbed by external chaos has become the focus of follow-up attention.

On the one hand, enterprises should grasp the fit degree of Guochao elements and products, not mechanically. Take Li Ning, a domestic sports brand, as an example. Because of a series of reasons, such as vague brand transformation positioning and not fashionable products, Li Ning in the early stage fell into a continuous loss situation. Li Ning, who has been unable to find the direction, chose Guochao as a new breakthrough. In 2018, Li Ning took the "Savvy" series on the autumn and winter show of New York Fashion Week, and the combination of Chinese elements and products, It brought different visual experience to the public, detonated the concept of national tide and set off a wave of national trend, and Li Ning also took this opportunity to reshape the brand image.

On the other hand, it is an innovative way to catch consumers' attention. For example, Wangzai milk launched 56 ethnic groups of national cans and sold them in the form of blind boxes which are the favorite of young people at present, which once caused a lot of repercussions through the social network. Big white rabbit is more cross-border. First, it cooperates with meganet to launch big white Rabbit Creamy Lip Balm, and then cooperates with perfume brand to launch big white rabbit flavor fragrance. Constant innovation and new playing methods that fit in with the current young people's preferences make many old brand products come into the eyes of consumers again, radiate new vitality, and promote the economic development of Guochao.

Finally, speed up the speed of going to sea and expand the overseas market. The rise of cross-border e-commerce provides convenient channels for Guochao to go out to sea. With the improvement of the quality of Guochao products, more and more Guochao products have been recognized by overseas consumers. According to the tmall 618 war report, which just concluded the curtain two days ago, Li Ning, Anta, Noke, Huili and keep ranked among the top five of Guochao.

According to the data from June 1 to June 2, the overseas sales of the five domestic sports brands increased by more than 50% year-on-year, of which the rebound growth was close to 100%. It is not difficult to see that Guochao is breeding a new incremental market.

For enterprises, the flourishing trend of the national tide has brought new growth points to the development of enterprises. Enterprises can take advantage of this trend to pay attention to the construction of brand culture and shape the differentiation advantages of the characteristics of ＂. In addition, in the face of chaos, enterprises should also actively respond to the situation, through internal and external repair to achieve long-term and stable development.