Xinhua News Agency, Beijing, December 27 (Reporter Ding Yawen) During the Ming and Qing dynasties, the popular horse-faced skirt set off a boom again, and a number of innovative products of Chinese time-honored brands have become popular products on the Internet, and more and more products have incorporated elements ...... Chinese knots, embroidery, and Peking Opera masksIn recent years, the popularity of national style and national tide products has been heating up.
Industry experts pointed out that the popularity of national style and national tide products demonstrates the continuous improvement of the influence and competitiveness of domestic brands, as well as the self-confidence and national pride of consumers.
The picture shows tourists wearing Hanfu and taking photos under the ancient ginkgo trees in the Zhuangyan Temple (photo by Xinhua News Agency reporter Liu Ying).
The horse-faced skirt, which was popular during the Ming and Qing dynasties, has become popular again in recent years. Our store's first popular imitation makeup flower horse face skirt has been on the shelves for three years, and it still maintains a sales volume of tens of thousands per month, which is unimaginable before. Xie Linglong, a brand partner of the weaving division, said that in order to meet the market demand, the company has transformed and upgraded the equipment, which can reach the production volume of one million pieces a year.
Since 2022, we have tried to integrate 'new Chinese' elements into our clothing, and we have achieved good results, among which the 'Smoke and Rain Ballad' cheongsam two-piece set has been well received by consumers once it was launched. This year, we have tried to combine Chinese elements such as embroidery and Chinese knots with autumn and winter coats, and we will continue to add new Chinese clothing styles in the future. Qian Liming, the person in charge of Jiaxing Luqingyi clothing, said.
In 2023, the average daily search volume for 'new Chinese style' increased by more than 50% compared to 2022. The vigorous development of the 'new Chinese' track comes from young people's sense of identity with traditional culture, which is a manifestation of the improvement of national self-confidence. *The person in charge said that among the top ten best-selling commodities in 2023, "The Art of War", Sauce Latte, Horse Face Skirt, "Linglong No. 1" Nuclear Power Bank and other commodities with Chinese elements are among them, showing the high popularity of domestic products.
China's time-honored innovative products are also popular among consumers. The reporter visited the site and found that the cultural experience store "Central Axis Food Gift" of Quanjude has become an Internet celebrity store on the central axis of Beijing, attracting many consumers to come to "check in". "At the 'Central Axis Food Ceremony', you can experience the Beijing-style afternoon tea of 'eating all over Beijing in one bite', including 32 kinds of classic Beijing-style snacks such as a miniature version of the doornail meatloaf and donkey rolling. "The customers who dine in the store are amazing.
In recent years, Daoxiangcun has put innovation at the level of corporate strategy, and launched a variety of innovative pastries that are deeply loved by consumers. Shi Yan, deputy general manager of Beijing Daoxiang Village, said, "Cultural self-confidence gives us more energy to innovate, and it is precisely because of the improvement of national cultural self-confidence that the time-honored brand has found a new point of convergence between inheritance and innovation." ”
Wei Xiang, a researcher at the Chinese Academy of Social Sciences' Institute of Financial and Economic Strategy, believes that there are two main reasons for the popularity of national style and national tide products. First, the world is undergoing major changes unseen in a century, and the development of Chinese enterprises and brands has received more and more consumers' care and supportSecond, high-quality, cost-effective Chinese manufacturing has gone to the world and is deeply rooted in the hearts of consumers.
It has been a very obvious trend in recent years for domestic consumers to shift from international brands to domestic products. The main reason why domestic products are sought after is that the product quality and brand influence of domestic enterprises are improving. In particular, some time-honored products have burst out with strong vitality in recent years. Hong Yong, an associate researcher at the Institute of E-commerce of the Ministry of Commerce, said.
In recent years, the rapid development of domestic products and replacement consumption means that young consumers have strong confidence and national pride in Made in China, so they are more inclined to buy domestic products. Wang Qiang, general manager of 1688 Business Development Center, said.
Chen Wen, president of the Beijing Time-honored Brand Association, pointed out that the current young consumer group's love for time-honored brands has gradually increased, and the "national tide" emotion has brought new opportunities to the development of time-honored brand enterprises. "With the joint promotion of all parties, the innovation and development of time-honored brands will be better, faster and more comprehensive, and it will also be conducive to cultivating new consumption growth points such as domestic 'trendy products' and stimulating the vitality of domestic demand. ”
Shu Jueting, spokesperson of the Ministry of Commerce, said that China's time-honored brand has accumulated a profound traditional Chinese culture, which has been well recognized by the market, and is an important incision to vigorously develop new consumption growth points such as domestic "trendy products".