Chan Ye Xin Xi Wang·2025-04-18 01:17Industry Overview - The "Guochao" movement refers to products that integrate traditional Chinese culture with modern aesthetics and fashion elements, gaining popularity among consumers as their cultural confidence increases [1][5] - The Guochao industry is becoming a significant growth driver in China's economy, particularly in the new consumption sector, with a market size projected to grow from 12,266.6 billion yuan in 2018 to 22,922.3 billion yuan in 2024 [1][9] Industry Chain - The upstream of the Guochao industry includes cultural resources and raw material supply chain integration, focusing on intangible cultural heritage and traditional aesthetics [3] - The midstream consists of innovative operations of Guochao brands, with notable brands including Li Ning, Anta, and Huawei [3] - The downstream involves sales and consumption of Guochao products through various online platforms and retail stores [3] Current Industry Status - Recent government policies emphasize the importance of cultural confidence and the promotion of traditional Chinese culture, supporting the development of the Guochao economy [5][7] - Various measures have been introduced to foster new consumption brands and promote Guochao products, including fashion items that reflect Chinese aesthetics [5][7] Market Trends - Consumer interest in Guochao products is driven by their fashion appeal and unique cultural connotations, particularly among the Z generation and millennials [9] - The Guochao economy is expected to exceed 30,000 billion yuan by 2028, indicating a robust growth trajectory [9] Competitive Landscape - The Guochao market features a diverse range of participants, including traditional brands, new local brands, and tech giants, creating a "three-legged" competitive structure [11] - Leading brands like Li Ning and Anta are revitalizing their image to capture the sports fashion market, while new brands leverage cultural aesthetics to reshape the beauty market [11] Development Trends - The Guochao theme is gaining traction, with over 80% of consumers expressing confidence in the industry's future [18] - Local brands are encouraged to focus on product quality and innovation to transition from manufacturing to brand development [19] - As brands expand into overseas markets, localization strategies will be crucial for success [20]