国潮崛起（上）

Core Insights - The rise of "Guochao" (national trend) reflects a significant shift in consumer behavior, where Chinese brands are becoming essential choices rather than optional ones, indicating a deep-rooted change in consumer psychology and market environment [2][3][4] Group 1: Market Trends - Guochao consumption has transitioned from being a niche phenomenon to a mainstream force, with Chinese brands now covering a wide range of categories including 3C digital products, home goods, food, beauty, fashion, and cultural products [3][4] - The popularity of Guochao brands is evident in international markets, with significant growth in overseas revenues for brands like Pop Mart, which saw a year-on-year increase of 365% to 370% in Q3 2025 [2][3] Group 2: Demographic Shifts - The consumer base for Guochao has expanded beyond the "Z generation" to include older demographics, with a notable 38% repurchase rate for Hanfu among those aged 50 and above, indicating a cross-generational appeal [4][5] - Middle-income families from the "80s" and "90s" are becoming key consumers of new Chinese-style home goods and high-end domestic products, showcasing the broadening appeal of Guochao [4] Group 3: Consumer Preferences - The focus of Guochao has shifted from "cost-effectiveness" to "emotional value," with consumers prioritizing personal preference and emotional connection over mere price considerations [5][6] - Brands like ERDOS and Heytea are establishing themselves as premium choices, with products priced higher than their international counterparts, reflecting a growing confidence in the value of Chinese brands [5][6] Group 4: Policy and Digital Empowerment - The growth of Guochao is supported by government policies promoting cultural confidence and innovation in supply, which have enhanced the recognition and influence of domestic brands [7][8] - The rise of digital platforms such as Douyin and TikTok has transformed the marketing landscape, allowing Guochao brands to reach consumers effectively and build trust through social media engagement [8][9] Group 5: Competitive Advantage - The core competitive advantage of Guochao lies in its ability to reconstruct value, moving from a focus on cultural identity to emphasizing quality and consumer trust [10][11] - Guochao brands are increasingly recognized for their superior product quality and emotional resonance, filling a market gap between unreliable white-label products and overpriced international brands [11][12]