Maotai and Luckin Coffee jointly launched soy sauce latte; Liushen toilet water and Lele Tea to create mint-flavored smoothie; Tsingtao Beer launched the "National tide optimistic can" beer can for consumers to DIY;

Tongrentang created a "health coffee" that combines the three elements of health, coffee and Chinese medicine, which became popular on social media... With cultural connotation and skill accumulation,

the time-honored brands continue to innovate products and marketing methods with the help of joint names and brand cooperation, and seize the rising momentum of the national tide.

Tulips bloom in Shili Lotus Fragrance Scenic spot in Yongchuan district of Chongqing, attracting tourists to punch in. Photo by Chen Shichuan/Guangming Picture

The time-honored brand carries the profound traditional Chinese culture and is deeply rooted in the daily life of the people. Recently, the Ministry of Commerce announced the third batch of Chinese time-honored brands,

and 382 brands were officially recognized as Chinese time-honored brands, injecting new strength into the consumption of domestic "fashionable goods". According to data released by the China International Electronic Commerce Center Research Institute, during the "Double 11" promotion period in 2023, domestic brands occupied 11 of the top 20 brands in online retail sales.

The century-old brand has become a "hot commodity", and the new domestic goods born in the Internet era are also flourishing. A fashion play brand Wenchuang Gift and Chengdu Research Base of Giant Panda Breeding launched the "Shuyun Little Fat series" co-branded new products,

with the "national treasure" giant panda in the Internet red panda "Hua Hua" as the prototype, through the fashion play way to show the new image of pandas and Chinese elements, favored by consumers.

The relevant person in charge of the enterprise said that the cultural diversity and broad can be conveyed by the tide IP, and the innovative expression of traditional culture can be realized through the trend way, opening a new door for young people to understand Chinese history and culture.

The transformation and upgrading of consumption is an inherent requirement for high-quality economic development. Under the national tide, the domestic brand ushered in an unprecedented development opportunity.

Scientific and technological innovation and quality upgrading have become a strong driving force to promote the development of domestic brands, and further meet consumers' expectations and pursuit of high-quality life.

Vice Minister of Commerce Sheng Qiuping said that the time-honored brand will be the focus of promoting the consumption of domestic "fashion goods", supporting the incubation and cultivation of new consumer brands,

and promoting the innovative development of time-honored brands. Focus on traditional festivals, organize the integration of time-honored brands and new national tide enterprises online and offline to carry out a series of activities,

create more "must buy must bring" characteristic goods, so that consumers in the taste of domestic "tide goods" process, feel the unique charm of Chinese excellent traditional culture.

People dressed in bright Hanfu play in Nanhu Park in Tangshan, Hebei province. Photo by Dong Bei/Guangming Photo

To achieve "Changhong" to continue to activate the vitality of the national tide brand

In the spring afternoon, Beijing Qianmen Street No. 98 new country tide theme post office, an endless stream of tourists, many people from all over the country to travel to Beijing to punch this card.

On the shelves, refrigerator magnets, bookmarks, postcards and other products that integrate the elements of Beijing's cultural landmarks are dazzling, and several young people are lining up with delicate small books to stamp the new country's tide scenery.

This is not a simple pile of Chinese elements, nor is it a simple retro Chinese style. The head of the new tide post office told reporters that it is necessary to build the new tide Post Office into the IP of the new postal culture,

fully revitalize the inherent cultural assets of the post office, create the national tide culture and products with postal characteristics, and through cross-border cooperation with well-known domestic brands, let users feel the unique products and cultural experience brought by the new tide.

While domestic "fashionable products" are hot and popular among consumers, especially young consumers, they also face many tests. Some brands lack of innovation in the process of rejuvenation of the national tide,

the traditional cultural elements are stiff combination, simple reproduction, the lack of deep meaning of the mining of excellent traditional culture, dragging down the quality and reputation of domestic "tide products". Problems such as excessive premium and homogenization of commodities also restrict the further release of the potential of the domestic market.