「国潮」兴起与沉浮

Industry Overview - The "Guochao" (国潮) trend, which initially symbolized cultural confidence, has seen a decline in reputation due to over-commercialization and lack of cultural depth [2] - The trend peaked in 2018 when Li-Ning's "Wudao" collection gained international attention at New York Fashion Week, leading to a surge in domestic brands adopting the Guochao concept [5] - However, by 2021, the market became saturated with repetitive designs and low-quality products, leading to consumer fatigue and negative sentiment [5][21] Key Players and Strategies - Li-Ning was a pioneer in the Guochao movement, with its "Wudao 2.0" collection gaining significant traction in 2018 [5] - Tmall played a crucial role in promoting Guochao by launching the "Guochao is Coming" marketing campaign in 2018, which involved 50 Chinese brands [10] - Brands like Huaxizi and Florasis leveraged Guochao to rapidly grow, with Huaxizi's carved lipstick generating over 10 million RMB in sales in 2019 [12] Market Trends and Consumer Behavior - The Guochao trend initially saw success in categories like fashion, cosmetics, and food & beverage, with brands like Chayan Yuese and Ba Wang Chaji dominating the tea beverage market [16] - However, consumer sentiment shifted negatively due to issues like plagiarism, lack of originality, and poor product quality, with 72% of consumers expressing dissatisfaction with Li-Ning's 2022 runway show [23][21] - The trend of "New Chinese Style" (新中式) has emerged as a potential successor to Guochao, with a focus on deeper cultural integration [33] Successful Case Studies - Caital, a cosmetics brand, successfully integrated traditional Chinese elements like celadon and Suzhou embroidery into its product designs, reinforcing its Guochao identity [36] - Yihetang's collaboration with the National Library of China on a "Dream of the Red Chamber" themed campaign generated significant consumer interest, with sales exceeding 1 million cups in just five days [36] - Ba Wang Chaji's collaboration with the intangible cultural heritage "Fire Dragon" project showcased how brands can effectively integrate traditional culture into modern marketing [56] Challenges and Future Outlook - The Guochao trend has faced criticism for its superficial use of cultural elements, leading to consumer backlash and a decline in brand loyalty [25][26] - The rise of "New Chinese Style" suggests a shift towards more authentic cultural expressions, with brands needing to focus on deeper cultural integration to sustain consumer interest [33] - Despite the challenges, brands that successfully integrate cultural depth and authenticity, such as Caital and Yihetang, continue to thrive in the market [36][56]