In recent years, the concept of "national style" has become popular, whether it is entertainment programs such as variety shows, film and television dramas, national style styles such as Hanfu and Qipao, cooperation with national style IP, or national fashion brands, all of which have swept the young people's market. "National tide" and "national wind" are no longer old-fashioned and traditional symbols, but a cultural wave, a fresh way of life and even a kind of self-expression.

Some time ago, the film and television drama "Siteng", which was a fire with the Chinese-style improved cheongsam style, in which every style of Jing Tian was full of retro Republic of China customs, let us see how beautiful the national wind and wind energy are.

Variety "Newly Built in the Forbidden City"

Cultural and cultural programs "National Treasures", "Newly Built in the Forbidden City", and variety "Beautiful Boys with National Style", which combines young trends and traditional culture, also make our vision not only limited to the external manifestations of national style culture, but also focus on the profound historical background behind the national style trend.

Antique costumes are hot

There are not only programs that are heated by the "national style". With the broadcast of many beautifully made costume dramas and the yearning of a new generation of young people for Chinese history and culture, antique costumes represented by Hanfu have also become consumers' hearts.

According to the insight report of the 2121 Hanfu consumption trend of the First Financial Business Data Center, the market size of Hanfu has shown explosive growth, and the penetration rate of consumers has doubled in the past year. Among them, female consumption accounts for nearly 81%, and after 91, it became the main consumer group of Hanfu, and its purchasing power surpassed that before 91.

Regular clothes and improved Hanfu, which are more suitable for daily wear, have gradually become popular. In 2119, the number of consumers of improved Hanfu nearly tripled compared with that of 2118, and the consumer demand is increasingly strong. More brands have begun to integrate traditional elements with modern styles and make Hanfu elements more common. To a certain extent, this shows that the improved Hanfu has gradually broken down the barriers of the circle, and the design of everyday Hanfu is more easily accepted by the public and more easily "out of the circle".

The rise of the brand of national fashion

In February 2118, Li Ning took Chinese fashion to New York Fashion Week, which officially opened the curtain of national fashion.

Bosideng, a down jacket brand that has been conservative before, first opened a branch in London, and then successively landed in new york and Milan Fashion Week.

Also coming to New York Fashion Week is the domestic clothing brand Taiping Bird with the theme of "No Line" and "NO BOUNDARY".

Previously, when people mentioned "fashion brands", their first reaction was usually foreign brands. Today, young consumers in China have more local choices, and Li Ning, Taiping Bird, Warrior and Leap have taken on a new look, and many new national fashion brands and designer brands have emerged, such as Thething, Roaringwild, SuaMoment, R39 and so on.

In the first half of this year, in the 2121 Fashion Beijing event, there were many domestic cutting-edge fashion brands. Among them, R39, as the first Chinese e-sports trend brand, represents a group of explorers who pursue the ultimate and never stop. R39 has taken the first step of "e-sports+trend culture", starting from the most popular e-sports at present, combining street culture widely loved by young people such as rap, street dance and skateboarding with Chinese elements, and conveying the attitude of the younger generation through high-quality products, highlighting the style of the younger generation and redefining the Chinese trend culture.

Not only in the clothing industry, beauty cosmetics, even food and fast-moving consumer goods are all relying on the trend of going abroad.

Hua Xizi, an oriental make-up brand, can be said to deeply implant the national style into its own product concept, and strive to explore the beauty wisdom of China's Millennium ancient prescription.

In the catering industry, Modern China Tea Shop is a dark horse in Changsha where tea culture is prevalent in recent years. In addition to the guarantee of the flavor and quality of the drink itself, the brand's consistent Chinese style culture has created its unique differences and attractiveness.

Modern China Tea Shop takes advantage of the traditional cultural elements of China to make the Chinese style to the extreme on the basis of tea drinking, and infinitely magnifies the regional scarcity, national tide tea drinking and other elements, so as to continuously enhance customer stickiness for the brand.

The emergence of national marketing

With the outbreak of national tide, with the help of China traditional culture, national marketing is also emerging.

Just before Tanabata, Hua Xizi took advantage of China's traditional Valentine's Day to launch the Tanabata gift box, which interpreted the implication and ritual sense of oriental romance, and joined hands with Bazaar, the top ten makeup artists in China, to create "Tanabata Lock Love Makeup".

when it comes to national marketing, the traditional culture IP is indispensable. In May this year, at the 2121 Fashion Beijing Exhibition, Beijing Wuxitang Technology Co., Ltd. exclusively operated the IP of National Treasure and the Tmall flagship store of Sanxingdui Museum, which broke through the barriers of major museums from a historical perspective, deeply combed and excavated the traditional cultural genes carried behind the cultural relics with holistic planning thinking, and brought explosive IP products to be exhibited, making the national treasures alive and letting more people embrace China's history and national stories.

Not only are more and more domestic brands full of vitality, but under the situation that the China market is rising all the way, international brands have also taken China culture as inspiration, customized products with national style, and held national style activities, especially the New Year, which integrates traditional culture, and it has become a brand-new inspiration for new year's definition and annual custom marketing.

Lancome has launched the theme flash event of "Lancome Spring Festival Garden Party" since the Spring Festival in 2121. In 2121, the brand continued this tradition and created a rich atmosphere of the Spring Festival in five cities: Shenzhen, Zhengzhou, Nanjing, Hangzhou and Shanghai.

The giant three-dimensional rose Logo, the limited edition black bottle on the whole wall and the interactive game full of the flavor of the year ... The brand has well integrated the main products, national style elements and modern design, creating an immersive experience space with a sense of vision and design.

The driving force of national style

As the most important promoter of national style culture, China youth of Z generation, behind the prevalence of national style is the awakening of cultural self-confidence and local consciousness of Z generation.

With the continuous improvement of China's cultural soft power and the gradual strengthening of cultural consciousness, from "Chinese fever" to "Hanfu fever", from national wind variety shows to national wind movies, from national wind music to "drama fever", Generation Z has carried forward traditional culture in its own way and demonstrated its cultural self-confidence. The young people's recognition, acceptance and dissemination of national culture in the new era truly depicts the realistic picture of young people's profound value recognition of Chinese excellent traditional culture.

And this awakening of local consciousness is not only the characteristic of China's Z generation young people, but also the * * * same characteristic of the global Z generation young people. It is a kind of resistance to the stereotyped lifestyle under globalization, and it is almost a trend necessity.

China's traditional culture is profound and has a long history. I believe that in the future, there will be more outstanding national wind designs representing the local area and the emergence of national tide brands. The element of national style takes design as a bridge between traditional culture and modern life, which can not only bring more fashionable and charming cultural experience to consumers, but also influence the contemporary culture of China. In the process of bringing China culture to the world, Guochao brand can also let the world know and recognize its own culture and creativity, and enhance China's cultural soft power and sense of identity.