The "guochao" trend is on the rise, Chinese domestic brands "make a fortune"

A report recently released by the China Internet Information Center (CNNIC) shows that more than half of online shoppers in the country of one billion people choose domestic fashion brands and the choices of young people are contributing to reshaping the world's second largest consumer goods market.

Recently, young Chinese people tend to use products with indigenous designs more. (Source: Xinhua)

Accordingly, about 530 million Internet users in this country prefer products made in China, especially products following the "guochao" (elegant Chinese) trend with designs that have indigenous elements.

From ancient patterns originating from the Tang Dynasty to high-tech symbols like 5G and high-speed rail, symbols associated with the Northeast Asian nation's pride have been used frequently by domestic brands.

“Chinese fashion products” are products developed by local manufacturers, combining advanced production technology and indigenous design, spanning many fields and industries, from clothing, footwear, beauty to electronics, automobiles...

Changing consumer trends, shifting to prefer domestic products, are becoming a big challenge for many foreign brands wanting to make money from the 400 million middle class of the world's second largest economy.

At the "618" shopping festival - an online event held last June with big discounts - among the top 10 brands with the best retail sales, there were 6 domestic Chinese brands.

The People's Daily newspaper cited figures from e-commerce platform Dewu as saying that the market for "trendy Chinese-style" fashion - which incorporates traditional elements in design and represents a trend of Chinese-made goods - will reach nearly 1 billion yuan by 2023.

The popular consumers of this trend are mostly young people born after 1995, they choose products based on their evaluation of novelty, high applicability and national spirit.

Not only do they cover the domestic market, Chinese brands are also predicted to have potential when competing in foreign markets.

China Customs statistics show that exports of private-label domestic products increased by 14.3% in the first two months of 2024, higher than the overall export growth of 10.3%. Exports of mobile phones, furniture and cosmetics grew by 55.7%, 60.7% and 37.3% respectively during the period.

According to the CNNIC report, about 90% of people born between the mid-1990s and the first decade of the 2000s mainly choose to shop online. This is also the most dynamic consumer group of the digital era.

In addition, the number of mobile Internet users in China will reach 1.09 billion in 2023, up 25.62 million from a year earlier.

CNNIC noted that the “silver population” is also becoming a driving force for healthcare services and leisure travel, with 69.8% of people over 60 years old mainly shopping online.

In addition, the proportion of rural Chinese people choosing online shopping is increasing significantly, with this figure reaching 76.7%.

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Source: https://baoquocte.vn/xu-huong-guochao-len-ngoi-thuong-hieu-noi-dia-trung-quoc-hot-bac-277269.html