"National tide" is becoming a hot word for consumption, the lipstick of the relief of the snow scene of the Forbidden City, the running shoes of Li Bai, the running shoes of "Shi Xian" Li Bai, the perfume of the great white rabbit milk candy... The quality of domestic products continues to rise, capturing consumers, which is the consumption change that national self-confidence should have. However, when the barbaric growth of the "national tide" and the quality of the general, the price is inflated, suspected of plagiarism and other issues "frequently tied", the "national tide" may become a frequent stinging consumer "concept".
The so-called "national tide" generally refers to domestic brands and trend items with Chinese cultural characteristics, and the Baidu 2021 National Tide Pride Search Big Data report shows that the attention of "National Tide" has increased by 528% in the past 10 years.
However, many "national tide" brands have put the cart before the horse, paying too much attention to marketing, ignoring product quality and product design. Some consumers complained that the search for "national tide" clothing, full of screens printed with Chinese characters, xiangyun, xianhe clothes, homogenization is serious, only the Chinese elements are simply stacked, but the price is rising. What's more, in order to label the "national tide", hemorrhoid cream hard and lipstick engaged in "cross-border joint name", consumers directly called "hot eyes".
Visitors photograph the products on display at the CICGF
In addition, some of the "national tide" products with "independent design" as the selling point are deeply involved in the plagiarism storm, and some products partially "borrow" the design ideas of international brands, so that the "national tide" is ridiculed as "national copy". There are also some "national tide" products, the quality of "red light on", so that consumers' "emotional filter" shattered.
It is not difficult to understand that highlighting Chinese elements in product design is the embodiment of cultural self-confidence, but if the "national tide" continues to grow "barbarically", it will eventually be unfavorable to the development of domestic brands, and it will affect the cultural cognition of China by the Chinese people themselves and the outside world.
First of all, we must be vigilant against "shorting" the word "national tide". The price increase of domestic products linked to the "national tide" may gather some consumers who come because of "curiosity" in the short term, but when consumers pay several higher fees, if they find that the product quality has not improved with the concept of "national tide", they will naturally give up.
A child eats a special ice cream on Qianmen Street. Photo by Peng Ziyang, Xinhua News Agency
Jin Zhanming, a professor at the School of Economics and Management of Tsinghua University, said that in the era of "attention economy", marketing is very important for brand development, but the foundation of "national tide" is the product itself, no matter how well marketing is done, if the price of the product deviates from the value too much, it will eventually be a flash in the pan, and finally it will be abandoned by consumers, which will also affect the sustainable development of the entire domestic brand in the long run.
Second, we must be vigilant against "narrowing" Chinese culture. Under the action of the "national tide" wind, Chinese culture has a concrete carrier, but if it is not done well, it is easy to produce side effects. Especially for the international community, foreign consumers are prone to equate Chinese culture with symbols such as Peking Opera faces and auspicious clouds under the "national tide".
Shi Bin, chairman of Tianjin Yumeijing Group Co., Ltd., said that if the superficial Chinese historical totem is only synonymous with "national tide", in fact, it does not really understand and transmit the cultural heritage of China for 5,000 years, and it will also "narrow" the cultural cognition of domestic teenagers.
On April 25, 2021, the actor performed "Empress Wenzhao Li Fotu" at the LiFo Platform of Luoyang Longmen Grottoes Scenic Area. Photo by Ang Lee, Xinhua News Agency
Third, we must be wary of China's manufacturing "doing bad". The core of the product is quality, if the appearance of the "national tide" can bring about price increases, it will make more domestic brands want to take this "shortcut" and abandon innovation. Shi Bin said that domestic products rely on appearance price increases, which can easily spawn counterfeit industries, which in turn affects the development of the entire Chinese real economy.
Internationally, the "national tide" popularity represents the entire "Made in China", Jin Zhanming said, "if a product is not of good quality, it should not be mixed with too many Chinese elements and labeled with the label of 'national tide' when marketing, such products will not only damage the development of enterprises, but also damage the national image, which is not conducive to domestic goods going abroad." ”
Although there are many problems faced, many industry insiders said that no matter what, the rise of the "national tide" has made a good start for the popularity of domestic products again, and then it should be made by enterprises, regulatory departments and consumers at the same time to improve the quality of the "national tide" products and tell the new story of Chinese brands.
On May 28, 2021, at the Guanghan Sanxingdui Museum in Deyang, Sichuan, children walked the catwalk in the "Ancient Shu Silk Dream" Sanxingdui National Tide Show. Photo by Xinhua News Agency reporter Wang Xi
Jin Zhanming believes that product quality is the first, and the cultural symbols used in the design should reflect the connotation of Chinese culture as much as possible, rather than engaging in joint names and tree IP simply for the sake of eyeballs. Cong Yi, a professor at Tianjin University of Finance and Economics, said that the "national tide" brand should be strengthened, industry organizations should be established as soon as possible, industry standards and norms should be explored, and the effective connection between industry autonomy and government supervision should be realized.
At the same time, many people in the industry pointed out that as the "terminal" of the "national tide" service, the consumers with the most right to speak should also respond in a timely manner to chaos such as design plagiarism and poor product quality, and use legal weapons to protect their legitimate rights and interests.
Source: Xinhua Daily Telegraph