Return to the essence of consumer demand Snacks into the new trend of the national tide

With the continuous improvement of China's international influence, more and more young consumer groups no longer pursue luxurious international style, and the traditional cultural connotation of Chinese style is gradually accepted by young consumer groups. As a new trend, the national tide has attracted the attention of many brands, the cultural and creative industries have attracted much attention, and the young consumer group has become the main force of consumption in the Internet era, which means that products can only win the market if they are favored by young consumers, and they are no longer simple and cheap, and products that highlight personality and culture will be welcomed.

Brands have entered the "national tide wind"

In recent years, the "national tide wind" has become more and more fierce. The return of old domestic brands and the rise of emerging domestic brands have also laid a new brand foundation for the hot sales of national tide snacks.

What is National Tide? As the name suggests, it is the trend of China, and in a broad sense, it refers to the traditional culture of China. How to make more snack products related to traditional Chinese culture? Guochao is an integral part of Chinese culture, and these ancient and deeply rooted cultures are expressed in an innovative and trendy way, giving new vitality to products and making people feel the collision of new and old, which is the charm of Guochao.

At present, there are more and more brands entering the national tide, both long-established brands, rookie brands, and some industry giant brands. Different types of brands must first find the foundation of national tide communication before doing national tide marketing.

Taking leisure snacks as an example, there are many comprehensive snack brands sold on the market, and the category was once caught in a price war. With the differentiation of brand positioning, each brand began to focus on its own advantages. Liangpin Shop focuses on high-end snacks, Laiyifen focuses on fresh snacks, and Baicao flavor focuses on the national tide marketing of Baicao flavor Chinese flavor. The brand name of Baicaowei comes from the historical allusion of Shennong tasting Baicao, and it also has a certain traditional cultural heritage.

Brilliant packaging is undoubtedly the most convenient way, taking snacks such as potato chips and spicy strips as an example, it is difficult to have a big change in the shape of the product itself, and it is easier to achieve such innovative upgrades at the packaging level.

Under the background of the prevalence of the beauty economy today, the emergence of national tide snacks has fully met the consumption needs of the post-90s generation at the level of beauty. Most of the national tide snacks are based on traditional Chinese opera (such as shadow puppetry, Peking Opera, etc.), Chinese paintings (such as Qianli Jiangshan Map, Qingming Upper River Map, etc.), Rui Beast (Green Dragon, Qilin, Crane, Lion, etc.), or cultural relics, ancient architecture and many other elements full of traditional Chinese culture as the packaging creation model, in the product packaging to seize the first glance of consumers.

Industry insiders said that the use of national tide communication to continuously explore the convergence of zero food and traditional culture, to transform into product creativity and marketing creativity. As a strong sense of identification with traditional culture and local culture, the national tide has become a major trend in the consumer market with the post-90s generation becoming the main force of consumption.

A different consumer psychology

The demand for snacks by young consumers has long been not only at the level of eating well and eating affordably, but also the consumption demand they want to express is to eat differently and eat more stylishly. How can you inadvertently show the aesthetics and style of ordinary people? The emergence of national tide snacks has undoubtedly brought "gospel" to such a group of consumer groups.

Compared with ordinary snack products, the added value of national tide snacks is higher, taking Oreo as an example, the "Heart of Decay" Oreo gift box will be much cheaper than ordinary Oreo packaging, and at the same time, there has been a new breakthrough in the product taste level. And such changes are catering to the consumption concept of today's young consumer groups. Their curiosity is heavier, and in the face of differentiation, the sensitivity to product price can even be negligible.

The sense of identity and self-confidence in traditional Chinese culture is also becoming one of the key factors for contemporary young people to choose and buy national tide products. In their view, Guochao snacks can not only carry forward the traditional Chinese culture, but also appear to be more aesthetic and style, especially in the gift scene, it will appear more exquisite and attentive.

Joint cross-border new machines

The national tide is the awakening and innovation of memory. In particular, the arrival of the national tide of food has brought new hopes to domestic brands. There are also countless domestic brands, with the memory of that era, and catch up with the current trend, through the joint cross-border rejuvenation of new machines.

Guochao and IP joint names have become the two major "traffic passwords" in today's consumer field, and when the combination of guochao and IP joint names, it may not only bring traffic, but also a continuous blessing for the influence of corporate brands. With the blessing of the national tide power, the value of traditional Chinese cultural IP has been continuously improved, and these national tide IP and brands have continuously launched various joint products.

These cultural and high-value co-branded products have been sold and are deeply loved by consumers. For example, the retro rock box jointly launched by Yili Jindian and Sichuan Guanghan Sanxingdui Museum, many cultural relics with different shapes have the potential to forge IP, and the continuous renewal of cultural relics last year has also made it more popular, and it has also performed well in terms of joint names, peripherals, and digital collections. The "Emperor of Qi Cake", which is jointly named with the Forbidden City and Oreo, also integrates the architecture and characters of the Forbidden City, and these products bring the Forbidden City closer to the public, and the connotation impression of the Forbidden City is gradually deepened. Dunhuang is also popular, which not only launched a snack gift box with Dunhuang elements with good shops, but also made Dunhuang IP successfully gain many fans last year, and after reaching cooperation with Tencent, Dunhuang has also made many new attempts in many new fields such as animation, games, and digital collections.

Gong Hongqu, managing director of IP Guochao Lixiang Food, said: "The company has reached a cooperation with a national tide style work, and has integrated the new IP into the national tide style design of the product, and once the movie is released, the product will also be listed at the same time. "Guochao is in line with the aesthetic orientation of young consumer groups now, coupled with IP, this type of packaging design can use the influence of Guochao IP to empower products." In the process of publicity, the products that take this package also have an influence, and consumers will trigger the desire to buy after seeing it. At the same time, Guochao IP also has a carrier and a wider range of dissemination through products, and the two interact with each other.

Industry insiders said that with the continuous enhancement of China's comprehensive national strength, the consumption upgrade and cultural self-confidence trend in the consumption field are obvious, especially the consumer demand for national tide-related products of Generation Z is very strong.

In this context, in recent years, the brand and the national tide of the hot IP to create a joint "explosive" product is a common tactic in the market, aiming at those young people who love the national tide, stimulate their strong desire to consume, on the one hand, can achieve circle-breaking marketing; on the other hand, help to form a deep bundle of brand and IP, laying the foundation for maximizing profit margins. In addition, after the launch of the joint products, it will bring many positive impacts to the brand, one is conducive to promoting traditional culture, constantly shaping its own brand image, giving new definitions to the national tide, and the other is to help enhance the brand value and empower more lucrative economic benefits.

Industry insiders said that the return of national tide snacks to the essence, is still to put the demand of consumption in the first place, how to grasp the pulse of contemporary mainstream consumer groups, how to let the national tide take root in the hearts of consumers, the snack level of the tangible national tide design, the formation of a real quality and brand level of domestic products confidence, so that China's food industry can go better and farther with the help of the national tide, perhaps is what food companies need to practice and explore, but also the results that consumers want to see.

The national tide is a manifestation of Chinese cultural self-confidence and a window for the world to see China. From the product, packaging, quality multi-level to create Chinese fashion products, with product sales to promote cultural dissemination. Transform abstract culture into concrete products and become China's business card to the world. (Zhu Meiqiao comprehensive arrangement)

Source: China Food News (2022-03-08 07 edition)

Editor of this issue: He Yalin