财经聚焦｜“双十一”购物车 透出国潮消费新趋势

Core Insights - The "Double Eleven" shopping festival serves as a significant indicator of new consumption trends in China, highlighting the rise of domestic brands and cultural products [1][2]. Group 1: Domestic Brand Performance - On Tmall, the beauty brand Proya ranked first in sales, with 9 out of the top 10 clothing brands being domestic [2] - On JD.com, the original Chinese brand Sanji Black Flower saw a sales increase of over 10 times, while the Hanfu brand Chixia's sales grew by 300% year-on-year [2] - The popularity of domestic products is reflected in consumer reviews, with terms like "high quality" and "national pride" frequently mentioned [2]. Group 2: Cultural and Traditional Products - The sales of cast iron pots that incorporate intangible cultural heritage techniques increased by 127.9% on Douyin during the festival [2] - Tmall reported that the traditional gold shop's sales reached 2.9 billion yuan, with products like diamond butterfly chains and Vajra pestle rings becoming bestsellers [2]. - The integration of traditional craftsmanship with modern design is driving consumer interest in high-quality cultural products [3]. Group 3: Consumer Behavior and Trends - Consumers are increasingly focused on craftsmanship, materials, and cultural significance, making national trends a vital part of high-quality living [3]. - The rise of cultural confidence and identity among consumers is reshaping consumption patterns, with a growing preference for products that reflect traditional culture [5][6]. Group 4: Industry Innovation and Cross-Industry Integration - National trends are evolving beyond mere representation of Chinese elements, becoming a blend of modern design, industrial manufacturing, and cultural expression [6]. - The digital strategy in cultural industries is guiding traditional cultural innovation, with consumers willing to pay for products that combine craftsmanship, culture, and practicality [6]. - The emergence of new Chinese brands and the revitalization of old brands are indicative of a cultural awakening in the industry [6]. Group 5: Global Expansion and Cultural Exchange - The growth of national trends is supported by new cultural business models, with exports of holiday goods and toys exceeding 50 billion yuan, reaching over 200 countries [7]. - The success of domestic games and films on global platforms highlights the international appeal of Chinese culture [7]. - National trends are not just about product export but also about the dissemination of cultural values and identity [7]. Group 6: Challenges and Recommendations - There are concerns regarding product homogenization, aesthetic convergence, and a lack of innovation within the national trend market [8]. - Experts suggest the need for a robust intellectual property protection system and industry standards to foster healthy development [8]. - Collaboration between leading brands, design institutions, and cultural research organizations is recommended to enhance innovation and cultural recognition [8].