年轻一代：青睐老品牌 爱上“新国潮”

Core Insights - Traditional Chinese brands are successfully attracting younger consumers by modernizing their products and marketing strategies, leading to a resurgence in "Guochao" (national trend) consumption [1][2][6] Group 1: Consumer Trends - The 90s generation is the largest group purchasing traditional brands, while the 00s generation shows the fastest growth in orders, with a year-on-year increase of 95% [1] - High cost-performance ratio is a significant factor for young consumers, with many finding traditional products surprisingly effective and affordable [3] - Emotional connection to traditional culture drives younger consumers to purchase, as they seek to express their aspirations for a better life [3][5] Group 2: Brand Innovation - Many traditional brands are innovating by incorporating modern elements into their products, appealing to the younger demographic [6][8] - Collaborations between established brands, such as the partnership between Guangming Dairy and Guanshengyuan to create the White Rabbit ice cream, have successfully attracted young consumers [8] - Brands are focusing on unique consumer experiences, such as themed stores and interactive activities, to engage younger audiences [7][10] Group 3: Marketing Strategies - Traditional brands are leveraging digital platforms and live streaming to reach younger consumers, with significant growth in online sales and engagement [10][11] - The use of short videos and engaging storytelling has become a popular method for brands to connect with the youth market [12][13] - There is a growing emphasis on cultural heritage and storytelling in marketing, which resonates well with younger consumers seeking authenticity [5][9]