The "country" in the national wave of national style refers to China, focusing on the cultural field, and is based on the excellent traditional Chinese culture that has been deposited in the course of the country's historical development, and on the national culture that has been fused over thousands of years. It is mainly focused on the cultural field, based on China's excellent traditional culture deposited in the historical development, and with the national spirit formed over thousands of years as the kernel, which contains the aesthetic interest of Chinese art and Chinese aesthetics. "Wind" means style, which is an art form containing specific elements. "Chinese style" adopts Chinese objects, symbols and techniques to create *** emotional experience and ****soundings with feelings, interests, newness and meanings, and expresses narratives through music, paintings, costumes, architecture and other forms. "Tide" refers to a popular trend and fashion movement, which is a fashion formed by people's competing love for something. The current national trend is the pursuit of cultural symbols based on cultural genes, memories of the times, and the spirit of the nation, which are formed by the integration of excellent traditional culture and modern lifestyles.

The emergence of the national tide of national wind heat is not an accidental social phenomenon, the trend to sweep, and the world's most famous fashion brand, the "soft power" show behind the "hard power" support

The emergence of the national tide of national style heat is not a chance social phenomenon, the trend to sweep. The reason behind the widespread popularity of this trend is that there are inevitable endogenous reasons.

The national tide of national wind heat reflects the national cultural confidence of the people of the country to enhance. The rise of the national tide of national wind, in fact, is a contemporary young people's cultural roots of the journey, is the national establishment of cultural identity, seeking cultural identity of the emotional sent. In the early years when the Korean, Japanese, European and American tides swept through China, it was the time when young people were eager to connect with the international community, and what they were chasing was not only the fresh culture from abroad, but also the desire for an affluent standard of living. Today's young generation grew up in the era of the rise of the great powers, with unprecedented confidence in the strong country, at this time they are thirsty in the world of cultural exchanges to fully demonstrate their national identity, and the emergence of the national tide of the national style has become an excellent carrier.

The reason why national brands can be favored by consumers, in addition to the national sentiment contained therein, high-quality national products are also people are willing to pay for its guarantee. In the past by the technology, concept, innovation capacity of the limitations, "Made in China" is often mislabeled as "cheap instead of" "plagiarism" labeling, consumers on the national brand natural lack of confidence. Consumers naturally lack confidence in national brands. With China's scientific and technological progress and the improvement of manufacturing level, "Made in China" has begun to gradually realize the transformation to "China Intelligent Manufacturing" and "China Creation", which has laid a solid material foundation for the emergence of the national trend of national style. This has laid a solid material foundation for the emergence of the national tide of national style.

The reason why the national tide of national wind fever can become the world's popular fashion, traced back to the rapid enhancement of China's comprehensive national strength in recent years, the international status of the continuous improvement and the continuous expansion of international influence. It is China's strong economic, scientific and technological strength for the national tide of the national style of this "soft power" to provide a strong "hard power" support, coupled with the depth of the youth of the times to participate in, the national tide of the national style to flourish and become a trend.

Promoting the creative transformation and innovative development of traditional culture

In essence, the national tide of national wind fever is the remodeling and dissemination of traditional culture. From the historical logic, this trend is not only a simple inheritance of traditional culture, which not only changes the external form of traditional culture, but also makes the traditional culture fused with modern science and technology, so that the traditional culture in the contemporary fully demonstrated the inherent charm; from the logic of reality, the spread of the national tide of the national style of culture to enhance the function of the culture of the social shaping, to enhance the world's cultural trend of China's leading force to enhance the cultural industry's international competitiveness. From the perspective of practical logic, the spread of national trends and national styles has enhanced the social shaping function of culture, strengthened China's leading power in the world cultural trend, and improved the international competitiveness of cultural industries. This phenomenon has brought important insights into the creative transformation and innovative development of traditional culture.

First of all, we should pay attention to the contemporary nature of culture, and fully display the spiritual connotation of cultural products through colorful `fashionable' forms. If culture stays in the past, it is easy to become a display and decoration of the past. To make the traditional culture in the present new vitality and vitality, it is necessary to give it the color and style of the new era, "so that the collection of cultural relics in the museum, displayed in the vast land heritage, written in the ancient books of the text are alive."

Secondly, we need to focus on the popularity of culture, so that culture is close to the people, close to life. Culture not only needs to be yangchunbaixue, but also to be elegant and popular **** appreciation. Culture must adhere to the people-oriented value orientation, must go into the folk, close to the public; culture must adhere to the people in the cultural creation of the main position, can not be seriously out of touch with the public's real life, resulting in high and low, no one should and.

Finally, we must pay attention to the internationalization of culture, in the cultural exchanges and mutual understanding of the new. Since ancient times, the excellent traditional Chinese culture has a wide range of inclusive qualities, advocating the concept of "eclectic", "the sea" and so on. It is in the exchanges and blending with different civilizations that Chinese culture can be broadly collected and revitalized.

In short, cultural construction is an important part of building a strong cultural country, and cultural revitalization is an important symbol of the great rejuvenation of the Chinese nation. To enhance the vitality of Chinese culture and strengthen the cultural confidence of the people, we can take advantage of the new trend of the rise of the national tide of the national wind, the national tide of the national wind with a strong Oriental cultural meaning, into the production and promotion of cultural content, and then in the guardianship of the Chinese nation's excellent traditional culture, based on the further writing of the new splendor of the culture of the Chinese nation.

The rise of national products, the national tide of national style by a wide range of chase2

Consumption tends to be more rational, pay attention to the digital transformation of goods, love the new national tide of style, the new young people are new consumer concepts to lead the new trend of online shopping.

At a recent seminar on "New Youth Fashion Consumption Trend Development", a team from North Normal University released the "2021 New Youth Fashion Consumption Trend Development Report" (the "Report"). According to the report, the new youth group has become the main force of fashion consumption, in a variety of fashion consumption scenarios to show greater "explosive power" and development potential, Pinduoduo has become the preferred price-performance platform for fashion consumers, the platform of the domestic and foreign fashion brands are highly favored by the new youth consumers.

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

Nearly 70% of new young people value value for money

Studying the consumption patterns of new young people, including attitudes toward fashion consumption, is "in a sense like a human nose, which can keenly sense a change in the external environment". At the seminar, Li Biao, director of the Institute of Public Opinion at Renmin University of China, said that consumer behavior and consumption phenomena have the most intuitive and significant indicative effect on the overall socio-economic development.

The 2021 New Youth Fashion Consumption Trend Development Report summarizes the main features of online shopping for new youth groups.

The research data shows that 21% of the new youth shop online every day, 62% of the group said their willingness to buy online will increase in the future, and nearly 70% of the new youth fashion consumers give primary consideration to the cost-effective factor when shopping.

The NNU group believes that new young consumers are more rational in their consumption, and showy consumer behavior is reduced. The report takes the "RTX Series Notebook Debut" campaign launched by Pinduoduo's $10 billion subsidy channel in 2021 as an example. On the day of the campaign, official subsidies of up to $1,000 were provided, and the relevant discount information formed a fission-type dissemination in players' WeChat groups, games and hardware communities. The RTX3070 and RTX3060 gaming laptops from a number of brands such as Mechanical Revolution, Shenzhou and others have attracted the enthusiasm of consumers.

Chen Chen, a researcher at Pinduoduo's New Consumption Research Institute, said, "In the 10 billion subsidy channel, Pinduoduo joins hands with many brands for joint promotions, and implements direct consumption subsidies and substantial concessions on branded products with high attention, good sales, and good consumer feedback on the market, allowing consumers to truly feel the benefits, which is the main reason why young consumers recognize the 100-subsidized commodities. "

Consumers do not settle for anything less than the best, and are careful to maximize the quality of their purchases; shopping is social, and they are happy to share their strategies with their friends. Professor Yu Guoming of 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 the NNU group for a specific group of people, hoping to provide a viewpoint and a perspective of analysis from the perspective of communication, sociology and economics.

Digitalization of national trends is the trend

With the cross-border collision of IP, artists, different industries or brands, traditional products are constantly being injected with fresh elements, which bring new young consumers emotional experiences in terms of value recognition, nostalgia and other aspects. In the view of Ding Hanqing, associate dean of the School of Journalism and Communication at Beijing Normal University, new youths are chasing fashionable elements and influencing fashionable attitudes, which in turn empowers fashionable products or brands.

In the first half of 2020, sales of original Chinese dresses on the Pinduoduo platform increased 30 times. The picture shows Pinduoduo Dunhuang mural co-branded original Chinese dress "seven-colored clouds". Wu Ming/photo

The new national tide style has become the heart of the post-95 and post-00 consumers. In Pinduoduo platform, the new young people have their own "new ideas of national tide". The report shows that in the first half of 2020, the original Hanfu in Pinduoduo platform niche clothing categories in the most rapid growth, an increase of 30 times. Under the leading role of the new e-commerce platform, hanbok has developed into a circle culture, and is gradually compatible and popularized in all lines of cities, with a trend towards the development of regular clothes.

And in the fashion mode of new youth new consumption, national brands are also rising strongly. Pinduoduo data show that national brands such as Hongxing Erke, Hui Li, Yuan Qi Forest and Shanghai Jahwa have been shortlisted as the favorite brands of the platform's new youth consumers. In 2021, during the Pinduoduo 11-11 promotion, the platform also tilted the flow to the new national brands and tens of billions of dollars of subsidized channel resources, the future will continue to help the national traditional brand refresh as well as the rise of the national new wave of brands.

Meanwhile, the epidemic has catalyzed the digital transformation of the fashion industry. "The end of the year reading week to taste the Shanghai Book Fair recommended 2021 annual good books, traveling spiritual home. "The Pinduoduo platform will continue to create digital activities, online cross-border co-branding and diversified commodities to meet the diverse needs of new young consumers." Chen Chen said.

Liu Dehuan, vice president of Peking University's School of New Media, believes that the fashion consumption of the new youth can be summarized by seven "化", namely, living, personalization, national tide, technology, circle, **** emotional and digital. "The new national tide is actually contemporary Chinese young people to re-know their own culture, realize self-identity and national identity a show."

The rise of national products, the national tide of national style is widely pursued3

This year, national products ushered in the era of awakening.

Wearing a Chinese dress made in Cao County, Heze, Shandong Province, as a "Miss Tang Palace". With Huawei cell phone, weekend and friends stroll around the Forbidden City or shoot a small video, by the way, buy a cup of tea just out of the new "snow quilt big berry", and then reward yourself by buying a special fire museum archaeology blind box to give a little surprise ......

In the experience of the old brand back to the spring of the 1.1 billion yuan, the number of people in the world, the number of people in the world, the number of people in the world.

Cars, cell phones, cosmetics, local cultural and creative IP, hardcore science and technology ...... national goods and consumers are re-linking.

New national goods together into the age of awakening

"China's Generation Z is gradually growing into the backbone of the consumer industry, and they favor national goods, and have more 'Made in China' passionate about 'Made in China'. In addition, they are digitally savvy, open-minded and interested in exploring local brands, especially those with direct-to-consumer (DTC) business models that are more appealing to them." Charlotte Zhang, Vice President of Consumer Insights at L Catterton, a U.S. consumer goods private equity firm, told China Economic Weekly.

2021 "Double 11" e-commerce promotion, Tmall platform data show that Anta Group with a total turnover of 4.65 billion yuan to beat the former leader of the Nike, becoming the first Chinese brand to win the Tmall "Double 11" category list; local beauty brands Mao Geping, Ouyangyang, and other brands. Beauty brands Mao Geping, Oshiman, Winona, Meno, Xiangyi Benqiao first hour turnover exceeded last year's "Double 11" all-day sales.

More surprisingly, in the "double 11" turnover of more than 100 million yuan of brands, national brands nearly 50%, an increase of 17%. Turnover year-on-year growth rate of Top 10 brands, 80% of the national products, there are five national brands turnover year-on-year growth rate of more than 100 times.

"Chinese consumers have changed, they are favoring local brands over global brands." Adidas CEO Kasper Rorsted said on the fall 2021 conference call in the face of declining revenue in China.

On November 10, Adidas announced its third-quarter 2021 financial results, with group revenue up 3.4% to 5.75 billion euros, a slowdown compared to the same period in previous years. Operating profit fell 8.5% to €672 million. Greater China is the main market where Adidas' global performance declined the most year-on-year. According to third-quarter results released by Adidas, revenue in Greater China fell 14.6% year-over-year on a currency-neutral basis.

According to a McKinsey survey of 5,000 consumers in 15 Chinese cities, 85 percent of consumers said they would definitely buy a local brand in 2020, but 10 years ago, in 2011, only 15 percent said they would choose a national brand.

The consumer team at Guotai Junan believes that the rise of the national tide is not driven by a single product alone, but behind it is the ****ing effect of a variety of factors such as demographics, income levels, cultural mindset, and consumption philosophy.

National goods do not only rely on sentiment, the quality of the leap to make national goods more confident

If you want to choose a hot word to describe the public's love for national goods, "wild consumption" is the right choice.

Whether it's the old sports brand Hongxingerke's "bankruptcy donation" to the Henan rainstorm, which triggered a nationwide buying frenzy, with sales once soaring 52 times; or the old national cosmetics brand Beehive's "crying poverty", which is the first time in the history of the company, it's not the first time in the history of the company that the brand has been in the market for a long time. "Ten years up two dollars", netizens rushed into the live broadcast "rescue" after a day to sell usually a month's worth of goods, have become the year's consumer field of the highest attention to the landmark event.

Some comments that "Made in China", "Chinese sentiment", "Chinese elements" has become a hard indicator of consumers to buy national goods, the rise of national goods and emotional consumption has triggered a strong discussion in the industry. The industry is strongly discussing this.

In this regard, Bosideng brand founder, Bosideng Group Chairman and President of the Board of Directors, Mr. Gao Dekang said: "The rise of national goods is the era of self-confidence. Chinese consumers love national products, not just consumer sentiment."

He believes that since the beginning of 2018 to focus on the national tide, local brands have been adhering to the brand leadership, and the era of the mainstream consumer crowd to establish a "strong link"; many brands adhere to the process of innovation, adhere to the digital transformation, to create a digital synergy platform, to achieve the brand's full chain of production.

"A lot of joint venture brand booths can not be found, independent brand booths are crowded." In the just-closed 2021 Guangzhou Auto Show, an exhibitor exclaimed in his circle of friends.

It is important to know that for a long time, whether it is the Beijing Auto Show, or the Shanghai and Guangzhou Auto Shows, the joint venture brand models are the star products in the arena.

However, from the 2021 Shanghai Auto Show, independent car companies with new products, new technologies, new brands, new marketing debut, they also have a chic name - "new car-making forces". With the previous focus on display products, highlighting the cost-effective advantages of different, independent brands in the product, technology, ecology, service and other areas of "multiple arrows", become the industry's development of "wind vane".

According to the data of the passenger association, in October 2021, the independent brand retailed 770,000 units, an increase of 4% year-on-year, an increase of 11%; the domestic retail share of independent brands was 45.6%, an increase of 8 percentage points year-on-year.

CICC Research released the "*** Winning the Rise of National Goods in the New Consumption Era Report" shows that China's per capita GDP has exceeded 10,000 U.S. dollars, and the rise of national goods is accelerating the development trend. The driving force of the rise is: as China's economic strength continues to grow, consumers' national self-confidence and cultural pride are also rising; under the continuing trend of consumption upgrading, consumers' lifestyles are changing, requiring more consumer goods and better product services; Chinese products and brands continue to forge ahead, and their capabilities in quality, design, technology, innovation and other aspects have reached a new height; supply chain, logistics, big data, internet, marketing, and marketing, and so on, have reached new heights. data, AI, Internet, marketing communications and other new infrastructures provide strong support.

Xun Yugen, chief strategy analyst of Haitong Securities, told China Economic Weekly that the rapid rise of domestic brands is behind the improvement of product quality and design features that better meet the needs of domestic consumers. He said that in addition to young consumer groups for the rise of national products to support a wide space, the quality advantage also promote the national brands against the current. In recent years, domestic brands have gradually extended to the upper levels of the industrial chain, creating brand identity, building quality advantages, and accelerating the advancement of high-end markets.

Turning Oriental beauty into world beauty

"Gosh, for the first time in my life, I see such a beautiful product!" Kayla, a fashion and beauty blogger from the U.S., was conducting a product review as usual, and in the face of the beauty brand Huaxizi from China, Kayla couldn't control her emotions and kept exclaiming in amazement.

What's even more unexpected for her is that after she sent out the video of her review of the new Chinese beauty products, the number of YouTube followers, which is just over 20,000, soared to nearly 3.5 million in a short period of time, and the comment section was full of envy from female fans and voices asking how to buy the products.

Beauty analyst Vicky told the China Economic Weekly reporter that, in fact, as early as five years ago, some of the higher degree of national degree of national beauty brands into the European market, although these products occupy the advantage of cost-effective, claiming to be the foreign brands of the "affordable alternatives", but a lot of brands because of the low visibility of the overseas market, long-distance export. The market awareness of the low, long-distance export of high logistics costs and other issues, and ultimately lost the city.

"At present, this group of new national products have their own R & D team, and with the rapid development of domestic e-commerce, China's supply chain and logistics and other infrastructure capabilities continue to improve, which is enough to support the overseas brands to go farther, more solid. They have successfully stepped out of the country with the curiosity and love of overseas consumers for oriental makeup, but how to pass on the deep-rooted traditional Chinese beauty culture through their products has become a problem that 'Perfect Diary and Flower West' need to continuously think about in the process of going overseas." Vicky said.

Similarly, in the field of cell phones, in China's local market, Huawei, Xiaomi, OPPO, vivo began to replace Apple; national products began to replace European, American, Japanese and Korean brands. In overseas markets, Chinese products are no longer synonymous with "low-end and imitation", and overseas consumers will use words like "luxury", "classic" and "premium" when describing Chinese cell phone brands. "Chinese brands have become the symbol of high-end and quality.

According to the 2021 China Overseas Brand Awareness 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 Advantageous Cluster Brand Alliance, said that Chinese brands have already begun another round of going overseas, and what one brand cannot do can be done through 10 or 100 brands, Chinese brands should join together to bring real value to the world, so that consumers around the globe identify with Chinese brands.

"The main manufacturing base for global consumer durables is in China, and sweeping robots, new energy vehicles, smartphones, etc. are all very fast iterative categories, and the current global product landscape is still in a cluster stage. Chinese products and Chinese brands will have a very high possibility to dominate, and the future of the national trend is even more worth looking forward to." Wu Wu Securities chief retail analyst said.