助力国潮发展 近六成受访青年期待创新消费场景

Core Insights - The rise of "Guochao" products reflects a blend of high aesthetics, creativity, and deep cultural roots, appealing to the younger generation [1][3] - A survey indicates that 65.3% of young respondents rated their satisfaction with Guochao products at 8 or above on a scale of 10, with 12.8% giving a perfect score [1] - There is a growing expectation for Guochao products to enhance practicality and variety, moving beyond mere aesthetics to become more integrated into daily life [2][3] Consumer Preferences - 60.7% of young respondents desire more "tech-driven" and "green" Guochao products, while 58.1% look for innovative consumption scenarios like immersive offline experience stores [2] - 57.8% of respondents want deeper cultural integration, merging Chinese aesthetics and storytelling into product designs [2] Industry Development - The Guochao phenomenon is seen as a significant representation of China's manufacturing upgrade and youth cultural confidence, evolving from a consumer trend to a cultural phenomenon [3] - Experts suggest that to promote Guochao development, brands should collaborate with cultural institutions and universities to explore traditional cultural resources for product design [3] - There is a call for increased R&D investment to combine modern technology with traditional culture, enhancing product practicality and consumer experience [3] Demographics - Among surveyed youth, 42.4% are male and 57.6% are female, with 26.7% being post-2000s, 24.1% post-1995, and 22.7% post-1990 [4] - The survey participants include 40.1% from first-tier cities, 35.2% from second-tier cities, and 18.9% from third and fourth-tier cities [4]