The Future Of Hanfu: "Inheriting" Traditional Culture And New Domestic Products Are Favored By The Post-00S

    Today's young people have become the main force in the development of traditional culture. More than 40% of young people are willing to take on the role of "inheritor" of traditional culture, so that more people can understand and feel the beauty of traditional culture. Their love for Chinese culture is not just "lip service". Nearly half of the post-00s will buy domestic products because of the integration of national style elements into their products; Among the various types of national elements, the ancient elements are the most popular.

    According to the 2021 Research Report on the consumption of new young Chinese goods released by Aurora, young people born and grown up in the era of rapid improvement of China's comprehensive national strength. Through understanding China and the world in many aspects, they have a strong sense of national self-confidence and ethnic identity, and this self-confidence and belief have strong internal vitality, They have a deeper sense of mission and responsibility for the inheritance and development of Chinese culture.

    The beauty of clothing is called Hua

    Traditional culture is surrounded by a new generation

    With the "broken circle" of Hanfu, the aesthetic upsurge of ancient fashion, "the beauty of clothing chapter" has become the traditional cultural object pursued by young people; Chinese traditional culture, through the display and deduction of different carriers, forms the tide of "ancient aesthetic" under the dual effects of youth culture and trend culture.

    Contemporary young people have diversified aesthetic and full cultural confidence. They are interested in traditional clothing, classical musical instruments, traditional dance and traditional food. The rise of ancient customs not only creates an aesthetic, but also conveys a positive signal that the young generation embraces national culture and Chinese culture, and becomes a way for them to express their recognition of Chinese culture.

    Contemporary young people do not want to be "kidnapped" by the West and consumerism. Traditional festivals in China have gradually become a place for young people to breathe in the era of "festival flooding" caused by consumerism. With the traditional culture no longer boring, and becoming increasingly rich and interesting in form and content, young people's cultural confidence is gradually increasing. Contemporary young people have become the main force in the development of traditional culture. Young people are more willing to assume the role of inheritors of "traditional culture" and influence others through their own speech and behavior, Let more people know and feel the beauty of traditional culture, and show their national identity in daily life.

    For the young generation of traditional culture enthusiasts, they are no longer willing to "enclosure and self sprouting", but through the production of various ancient style original content, with the help of community platform, content platform, etc., to break through the circle barriers, enter the public's vision, arouse the popularity of traditional culture, and make more and more young people feel the beauty of traditional culture and the wave of rejuvenation.

    The content platform has built an effective communication bridge between creators and the public, further catalyzing the "breaking circle" of ancient cultural content, rapidly expanding the influence with narrative means more suitable for the public aesthetic, and realizing the innovative development of traditional cultural communication mode.

    Preference for domestic products

    It is higher than that after 90

    With the gradual change of "made in China" from "follower" to "leader", and with the increasing sense of national identity and cultural self-confidence, and the promotion of Internet media, young people set off a new round of domestic goods consumption boom. Contemporary young people are more rational about the consumption of domestic products, which also sends an important signal to domestic brands: only relying on "feelings" can not survive for a long time, and relying on "products" can ultimately retain young consumers.

    According to the survey data, in recent years, innovative products launched by some old brands or old brands, as well as new and emerging domestic brand products, are favored by the post-90s and post-00s consumer groups. More than 70% of young people are interested in "new domestic products".

    In daily consumption, different intergenerational groups have obvious differences in purchasing preference for domestic brands. It can be seen that the older consumers prefer to buy and use domestic products; People born in the 1980s and 1990s are obviously influenced by the trend culture of Europe, America, Japan and South Korea in their growth process. Therefore, the post-80s and 90s generation have relatively low preference for domestic products; With the upgrading of the domestic consumer market and the enhancement of national cultural confidence, the new generation of consumer groups have significantly improved their preference for domestic products.

    Compared with different regions, consumers who live in North China, East China and South China have lower preference for domestic brands than other regions, which means that a larger proportion of consumers in these regions will often buy and use imported brand goods in their daily life.

    In addition, according to the city level, the proportion of people who mainly buy domestic brands in the first tier cities is relatively low (accounting for 65.8%), while the lower the city level is, the higher the people's preference for domestic brands is.

    Pet products are the most popular products in China

    Cosmetics and skin care products "still need efforts"

    Compared with different commodity categories, consumers' preference for domestic brands is significantly different. From the perspective of focusing on young consumers, the proportion of people whose daily use of beauty and skin care products are mainly domestic brands is relatively low, followed by digital electronic products and automobiles. However, young consumers have a relatively high preference for domestic brands in the categories of pet products, jewelry and household goods.

    From the perspective of young people's purchase of domestic products in their daily consumption, active search for products under the premise of shopping demand is the most important factor driving them to buy domestic products. In addition, a large proportion of post-90s are more likely to plant grass products in the process of browsing e-commerce platforms, while post-00s are more likely to plant grass products under the influence of KOL.

    Although young consumers' preference for domestic brands is lower than that of the older generation, young consumers' perception of the value of domestic products is higher: the recognition of the quality, function and cost performance of domestic products by the post-90s and post-00s is significantly higher than that of other generations. It is worth noting that a larger proportion of people after 60 will buy Chinese goods for the sake of "patriotism".

    This also shows that young consumers are more rational in their consumption of domestic products. More and more people choose to buy domestic products because of their "good use" and "high cost performance", rather than just "express their support for domestic products".

    At present, the post-00s have a strong willingness to buy domestic products. However, with the growth of the age and purchasing power of the younger generation of consumers, their preference for domestic products may decline. Therefore, how to maintain the enthusiasm and attention of the younger generation of consumers is a problem that domestic brands need to think deeply about.

    Most young people think that the current domestic products need further improvement in quality, technology, appearance and creativity. Therefore, the shaping of "brand influence" by domestic brands should return to the construction of "products". The ability of independent product research and development, the ability of original design and the connotation of brand culture are the important factors for domestic brands to win the recognition of young people.

    Take "national tide" as a gimmick?

    Young people don't pay

    The survey data show that the integration of national style elements into products is an important factor to enhance young people's interest in buying domestic products. Among them, the post-00s' love for national style elements is not just "talking on the lips". Nearly half of the post-00s buy domestic products because of the integration of national style elements into their products in actual consumption.

    Chinese culture is extensive and profound. After thousands of years of development, it has derived a variety of cultural symbols and elements, providing rich creative materials for brands and products. Among the various types of national style elements, the products with ancient style elements can enhance young people's purchase interest most. Among them, 54.6% of the post-90s are interested, and 73.3% are after 00.

    Because Chinese culture covers all aspects, its application in products can not only be reflected in the "external" aspects, such as the appearance of products or the patterns and totems on the packaging, but also in the "internal" aspects, such as the application of raw materials and production technology.

    At present, the application of national style elements in products is mainly concentrated in clothing, sports shoes, jewelry, cosmetics and skin care, food and beverage and other commodity categories.

    The research also pointed out that the application of national style elements in products should not just be simply piled up with elements, but should have insight into the needs and preferences of consumers, effectively integrate design elements with product characteristics, and arouse consumers' resonance, so as to enhance their interest in purchasing products.

    Contemporary young people's love for national style elements not only stay in the "visual level", but also pursue the "immersive" consumption experience. As a result, more and more young people like to punch in red scenic spots and cultural and tourism museums, buy cultural relics to restore blind boxes, play with ancient style scripts, and experience ancient style photography. The elements of national style and immersive consumption experience have become new driving factors to stimulate young people's consumption.

    More than 60% of young consumers don't want to be "patriotic" brands that have no actual behavior, or use "national tide" as a marketing gimmick to carry out brand premium but lack quality. On the contrary, some socially responsible but low-key brands, as well as brands that combine the "national trend" label to improve product quality, will enhance the popularity of young people.

    In addition, some "fake foreign brands" that use foreign elements to package their own, or "fake domestic products" purchased by foreign enterprises, are also more difficult to gain the recognition of young people.

    (source: Beijing Youth Daily)