The so-called "national trend" has two meanings: first, it has elements of traditional Chinese culture; second, it can integrate traditional culture with current trends to make products more fashionable.
The report counts the search data related to Guochao in the past ten years, indicating that Guochao has gone through three major stages of development and is moving towards "version 3.0" - the first stage is the renewal of "time-honored brands", mainly It is reflected in the clothing, shoes, food, skin care products and home appliance industries; the second stage is the rise of new consumption, and domestic products in the categories of cars, mobile phones, and cosmetics have become popular in the market; the third stage is the comprehensive "national trend" of domestic products, culture, and technology "", which is reflected in the fact that cultural and creative IP, comics, variety shows, 5G and other related topics have become hot search terms.
Based on a comprehensive analysis of Baidu’s hot search list, the top ten hot-searched national trend fields in 2021 are: digital domestic products, national fashion clothing, domestic beauty products, domestic film and television, national comics and games, and Chinese music , Chinese literature, Chinese cuisine, cultural heritage, science and technology of great powers. It is enough to see that the national trend is breaking out in all fields.
Specifically, the national trend is also a trend of cultural self-confidence. The report shows that in the past ten years, the level of attention related to "national trend culture" has increased by 128%. Domestic movies, games, animation and other cultural industries are far more popular than overseas imports. From Chinese style to Chinese originality, national style culture is blooming everywhere, and a large number of national fashion content IP has been accumulated. During this process, the rapidly emerging short video is the fastest growing carrier form of "national trend culture", with a growth rate of 256.
The overall rise of the national trend has naturally led to an upsurge of attention to domestic products. Data shows that in 2021, the market attention of Chinese brands and overseas brands will be 75 and 25 respectively, and domestic products are three times as much as "foreign products". In the search for high-end mobile phones, domestic brands also achieved transcendence. 5G and chips have become hotly discussed black technology topics for domestic mobile phones. In the fields of apparel and automobiles, domestic brands have received unprecedented attention, and their brand connotations have been comprehensively upgraded.
Consumers are willing to pay for domestic products. On the one hand, it is the deep integration and fashionable interpretation of national fashion products and Chinese culture, but at the same time, it is also inseparable from the improvement of product quality, which is especially reflected in independent research and development capabilities and technology. In terms of innovation. According to a big data report, Chinese people's attention to core technologies has reached a high point. In the past ten years, attention to core technologies has increased sevenfold. Among them, attention to domestic smart homes is booming, rising by 68% in the past year.