中国品牌日益注重展现传统文化

Core Viewpoint - Chinese brands are increasingly integrating local landscapes, aesthetics, and cultural features into their marketing strategies, reflecting a growing confidence in their cultural strength and a belief that Chinese culture is mature enough to stand out on its own [1][2]. Group 1: Marketing Strategies - More Chinese enterprises are moving away from relying on Western landmarks to showcase modernity and global influence, opting instead for local heritage sites and natural landscapes for marketing activities [1]. - Brands like Bosideng are conducting promotional activities in iconic Chinese locations, such as the Xinjiang Kalajun Grassland, to highlight their products' adaptability to local climates [1]. Group 2: Consumer Behavior - The shift in marketing strategies is driven by generational factors, with younger Chinese consumers placing greater emphasis on emotional connections in their purchasing decisions [2]. - The Z generation exhibits an unprecedented level of cultural identity and national pride, leading them to prefer domestic cultural representations over foreign ones [2]. Group 3: Government Influence - The national emphasis on "cultural confidence" is reflected in local government initiatives aimed at protecting cultural heritage while stimulating consumption and tourism [2]. - Local governments are leveraging brand collaborations and cultural activation projects as part of broader economic growth strategies [2].