Guochao, national pride, or even Chinese chic. Different names for the same movement show public trust in China. especially among young people. And it has had a huge impact on the company and its marketing efforts in China.Many aspects of marketing now reflect that influence, from fashion shows and photo shoots to his pop-up stores and interactive experiences. I’m here.
Some say the movement became its own with the 2018 debut of Chinese brand Li-Ning at New York Fashion Week. That’s when the company, formerly considered a maker of knockoff sports shoes, made headlines by embracing China’s own athleisure. Since then, its reach and visibility have expanded nationally.
This begs the question: Are consumers fed up with it? Is it still relevant and essential for luxury brands? Let’s see.
Down from government, the trend of national pride
The Chinese governmentMade in China 2025The initiative was launched in 2015, but the policy was planned long before that. While the program focuses on promoting China’s high-tech sector on the international stage, the ideas behind it are evident at all levels of Chinese society, including education, entertainment, fashion, retail and manufacturing. increase. After the country’s steady economic growth from 2000 to 2010, its GDP indicator was started to fall This, along with the knowledge that the country needed to move from a manufacturing-driven model to a consumption-based model, was the main reason behind this policy.
As a result, young people in China have been brought up with an awareness of a part of Western culture, but the rest is kept out. This peninsularity contributes to a strong sense of nationalism exacerbated by her two other factors:First, outbound travel obstacles related to COVID policies are see more of my country If domestic travel is possible. This reawakened my love for places, histories and traditions within China.
Then there was also the retaliatory hostility towards certain Western companies stemming from geopolitical and cultural sensitivities. This means that local consumers are more than ever willing to support Chinese companies wherever possible.
revealing luxury influences
Over the past decade, there has been a series of controversies surrounding luxury brands, failure to localize marketing for China, and misunderstanding of different sensitivities. – Somehow cultural or political. The magnitude, frequency, and severity of these gain Since 2016.
The most serious example, Xinjiang cotton controversy, had the biggest impact on H&M.in the meantime H&M Not a luxury brand per se, it is known for its regular stream of co-branded products and collections with elite brands, designers, or artists. Nike, Adidas, Burberry, and others were also involved in the controversy. As a result, Chinese shoe brands Anta and Li-Ning benefited, and the issue further fueled the public frenzy.
Names that have faced repercussions and ridicule on issues of national pride and sensitivity include Dior, Chanel, Prada, Dolce & Gabbana, Nike, Adidas, Burberry, Louis Vuitton, Armani and more. Several attempts to reset the fire.
On rare occasions, attempts to stir up anger on social media under the flag of national pride fail miserably, and it’s not just global names. when trying to rally Chanel The label faced backlash for using Tsubaki. Meanwhile, complaints circulated online about the price of the coveted Li-Ning and Anta shoes. Soaring in the second-hand market, When Li-Ning’s Way of Wade 4 All-Star colorway soars to $7,300 on resale app.
Despite these misfires, the brand has successfully navigated China’s marketing waters, listened to its local staff, and delved into the real lives of its customers. The extreme popularity of some campaigns demonstrates the continuing importance of national tides as a trend.
So is it past its prime or is it just beginning? A bit of both and neither. The frenzy continues and will become a basic pillar of mainland marketing in the future. So given China’s importance in the luxury market now and for years to come, it’s something luxury needs to understand and get right through a more embedded and nuanced approach. The fact that it has been accused by netizens of being wrong presents a challenge.