The National Bureau of statistics released China’s economic data for 2021 on January 17. China’s GDP increased by 8.1% year-on-year, achieving a good start in the 14th five year plan. With the steady economic growth, people’s cultural self-confidence and national pride have been significantly improved, and the “national tide” has been redefined.
Relevant data show that in the past decade, the search heat related to “Guochao” has increased by 528%. Among them, in 2021, the attention to “Guochao culture” increased by 128% year-on-year; “National digital”, “national fashion clothing” and “national beauty makeup” became the top three hot search topics of “national fashion” in 2021.
so, what is “national tide”?
Not all domestic brands can be called “national tide”. On the basis of domestic, they must also integrate into Chinese trend culture. Real “Guochao” products can often stimulate consumers’ strong cultural and national identity in design, marketing and brand building.
As the “national tide” culture is recognized by more and more consumers, the prices of related products are also rising. Bosideng, as one of the representatives of “Guochao” products, recently boarded the hot search with “10000 yuan down jacket”, which caused netizens to sigh that “Guochao is becoming more and more expensive” and even “can’t afford to climb”. Relevant research reports show that since 2018, Bosideng’s main brands have raised prices by as much as 30% to 40%.
In fact, in addition to Bosideng, there are many Guochao brands with obvious “price increases”. On November 4, 2021, Li Ning released a new high-end sports fashion brand Li-Ning 1990, focusing on high-end light luxury style, and the product pricing is mostly 1.3 to 1.5 times that of China’s Li Ning product line.
Indeed, it is normal for a brand to mature and premium, but some enterprises put the cart before the horse in the process of chasing the “national tide”, pay attention to marketing, packaging and price, completely regard the word “national tide” as the “wealth password” and ignore the product itself: in June 2021, the national tide ice cream known as “without a drop of water” represented “Zhong Xuegao”, He was named by China Consumer Association because he was involved in false publicity for many times; At the 2021 National Games, Chen Yufei, the new Olympic champion, was cut by Li Ning’s special badminton shoes; In August 2021, Guochao brand Ningbo Peacebird Fashion Co.Ltd(603877) was punished for falsely publicizing that the product had the effect of “burning fat”; In September 2021, Jiangnan cloth clothes and children’s wear brand printed improper patterns, causing consumer dissatisfaction
According to the analysis of consumer consumption characteristics of China’s new national brand era 2019-2020 by AI media consulting, 30% of the netizens surveyed expect the “Guochao” brand to have a higher cost performance in the future.
In the general trend of “national tide”, consumers have reflected rationality. While favoring the “national tide” brand, they call on it to return to the commodity itself and “raise the price” to “improve the quality”; Producers should take advantage of the situation to consolidate product quality, not only focus on high-end, but also should not equate high prices with high-end; After all, the rapid rise of “Guochao” brand still needs time to precipitate. When it makes progress in its quality, design, after-sales and cultural connotation, I believe that consumers will be willing to accept the matching high price.
