National tide clothing, national tide movie, national tide party...

From the cross-border innovation and youth of Guocao to the innovation of Guocao design, Guocao has become a consumer culture and product fashion, and represents the overall leap of Chinese brands in design, culture and technology, from aesthetic iteration to a new competition field.

The cultural cognition behind the national tide has jumped

In recent years, the innovative expression of traditional culture has also become a part of the "national tide" culture, the traditional is fashionable, classical is popular, based on the excellent traditional Chinese culture content continues to appear, triggered the overall resonance of the public, so that the traditional cultural factors relied on by the national tide, inspired a strong internal emotional resonance and aesthetic identity.

The 2022 Beijing Winter Olympics is not only a sports event, but also a cultural feast, allowing the world to see the beauty of Chinese culture, from the amazing "24 Solar Terms countdown" and other Chinese cultural displays at the opening ceremony, to the ceremony wearing "auspicious snow", "lucky landscape" and "Tang Hua Fei snow" costumes;

Mascot Bing Dwen Dwen's "One Trick is hard to find"... A series of Chinese elements tell the ingenious "Oriental story", showing the perfect integration of Chinese culture, ice and snow culture and Olympic culture, and the Chinese wind shown by foreign athletes is amazing, which not only conveys China's confidence, but also brings a better development environment for the national tide culture.

Zhimeng Trend research data show that in 2022, Chinese consumers' enthusiasm for domestic products continues to rise.

In the past year, 56.7% of consumers said that their consumption of domestic products has increased, the major generations of domestic consumption enthusiasm is relatively high, and the new generation of consumers represented by the post-00 generation are the most enthusiastic.

Behind the surge in enthusiasm is the popularity of short videos and the arrival of the era of live streaming, which have brought domestic products a fast connection with consumers.

Major platforms are also promoting the development of domestic products, new domestic brands are highly concerned, a large number of arithmetic data show that in the Tiktok platform, the proportion of interested users of new domestic products and the number of clicks on goods are rising.

Two ways to get closer to the national tide
With the development of the national tide in recent years, the cultural elements of the national tide are also being more recognized by consumers. Among these elements, the recognition of Hanfu is the highest. Hanfu not only shows the charm of traditional Chinese culture, but also the product itself is rich in eastern aesthetic elements.

In addition, many traditional Chinese skills and elements are also recognized, such as double-sided embroidery and so on. The development of national tide in turn promotes young people's interest in in-depth understanding of traditional culture, which in turn promotes the innovation of national tide.

The reason why consumers support the development of domestic products, on the one hand, comes from the innovative design of domestic products in recent years, more and more young people discuss the national tide culture, many Chinese traditional cultural elements and intangible cultural heritage have attracted attention.

On the Douyin platform, the creators of intangible cultural heritage are increasing rapidly, and on the Dewu App, Dunhuang color matching, Sanxingdui co-branding, Miao batik, traditional gods and beasts, mahjong patterns, and ink bamboo printing have become the trend elements that everyone pays attention to.

The life, creativity and fashion of intangible cultural heritage will also become the direction worth digging deeply.