（文化中国行）老牌国货“回潮”：怀旧风“吹”起消费新风尚

Core Viewpoint - The resurgence of traditional Chinese goods, particularly in the "Changchun Department Store," highlights a cultural shift among younger consumers who are increasingly purchasing these products, indicating a blend of nostalgia and practicality in their shopping habits [1][3][5]. Group 1: Store Overview - Changchun Department Store, established in 1956, has been operational for 69 years, adapting through various phases of restructuring and relocation while maintaining a focus on traditional Chinese goods [3]. - The store features a wide range of classic domestic products, such as cotton fabrics and embroidered quilts, which have been popular for decades and are now attracting a younger demographic [3][5]. Group 2: Consumer Trends - There is a notable increase in young consumers, particularly those from the "90s" and "00s," who are driving the demand for traditional goods, as evidenced by a report indicating that "90s" consumers are the primary buyers and "00s" show the highest year-on-year growth in order volume [5][6]. - The cultural significance of these products is emphasized, as they serve as a bridge connecting generations, with older items being passed down to younger family members [5][6]. Group 3: Marketing and Online Presence - Starting in May 2025, the store plans to explore online promotion through social media, aiming to modernize its outreach and attract a broader audience [8]. - The store's efforts to engage with customers online have received positive feedback, showcasing a strong emotional connection with the brand and its products [8]. Group 4: Cultural Significance - The shift towards traditional goods reflects a deeper cultural recognition and consumer confidence, moving from a focus on trendy brands to valuing the practicality and emotional resonance of domestic products [8].