Recently, some consumers have complained that the search for "national tide" clothing, full of screens are 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", so that consumers directly called "hot eyes". 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. At present, this kind of information has aroused extensive discussion among many netizens.
Image source: North Evening Online
First, the public opinion explosion point
Taking the period from 0:00 on April 16 to 11:00 on April 21, the information retrieval system of China Culture Media Group was found that the high point of public opinion in the monitoring cycle appeared on April 19.
Figure: Public opinion attention trend chart
On April 18, some netizens weibo said that hemorrhoid cream and lipstick engaged in "cross-border joint names", making people call "hot eyes". Public opinion began to ferment.
On April 19, Half Moon talked about the article "Hemorrhoid Cream and Lipstick Joint Name? Don't spoil the "national tide"! ";@Caijing Network Weibo posted #Vigilance against the national tide to make Chinese culture narrow and make China bad #[Half Moon Talk: #Hemorrhoid cream and lipstick joint name don't play the national tide bad#], triggering many media reports and netizens to participate in comments, public opinion into the high point of this transmission, real-time information volume of nearly 10,000 articles. Since then, public opinion has gradually declined.
On April 20, the red network published an article "Hemorrhoid cream and lipstick joint, don't let the "national tide" run away", and after the public opinion slipped a little slower, it continued to fall.
As of 11:00 on April 21, the relevant public opinion information has formed # Don't play the concept of the national tide bad ## How to look at the barbaric growth of the national tide ## Be wary of the national tide to make Chinese culture narrow and make China bad ##Hemorrhoid cream and lipstick Joint name Don't play the national tide bad# and other related Weibo topics.
As of 11:00 on April 21, the total amount of relevant public opinion information was 5623, 2498 on clients, 1291 on WeChat, 656 news, 493 on websites, 224 in newspapers and periodicals, 217 on Weibo, 121 in government affairs, 70 in forums, and 53 in videos. Among them, the client is the main source of public opinion information, accounting for 44.42%.
2. Media views
In response to the "vigilance of the national tide to make Chinese culture narrow and make China bad", some media published relevant reports and comments.
Half Moon Talk Post "Hemorrhoid Cream and Lipstick Joint Name? Don't spoil the "national tide"! It is not difficult to understand that "cold thinking" under the "national tide" 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. 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". 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 insiders said that no matter what, the rise of the "national tide" has made a good start for the red again of domestic products, and the next step 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. 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.
Third, the views of netizens
Figure: Distribution of netizen comments
After summarizing the views of netizens on the topic of "vigilance against the national tide making Chinese culture narrow and making China rotten", it was found that:
(1) They did not understand the marketing method of using the national tide to narrow Chinese culture, accounting for 53.33%. Typical netizen comments are as follows:
@_Chen Jiuyi: Some merchants just regard the national tide as a new marketing means to influence the emergence of the network, and do not grasp the fundamental significance of the national tide, the national tide is to tell the Chinese story well, enhance cultural output, rather than deduct a joint name with the old brand is the national tide. The so-called "national tide" in the market now is really uneven.
@Coffee Wine m: Vulgarity can be a trend, but don't add the word "country", Chinese culture is not like this.
@Moonlight Flower: It's already messy.
(2) It is believed that from a commercial point of view, there is nothing wrong with such practices, accounting for 33.33%. Typical netizen comments are as follows:
@Lotus Girl:? You don't know a lot of ingredients in the hemorrhoid cream inside the lipstick is also there, the brand association is very strange you don't buy it is not it, the market's behavior is returned to the market, this article I also can't understand. If it is now publicity to put hemorrhoid cream on the mouth I have nothing to say, people are only joint names, most of the people who love to buy are the market prejudgment is right, wrong on the merchants themselves to pay the bill, in the business business will not have the next suffer.
@ Xiao Li, who can't wake up all day: There is nothing wrong with it, or it is a bit related.
@GODIAN: What the hell is going on here?
(3) Recognize the effect of some cross-border joint national tides, accounting for 10%. Typical netizen comments are as follows:
@A-Ban's Little Baby: But the great white rabbit milk candy flavored perfume really smells good.
(4) It is hoped that relevant parties can issue relevant standards for such problems, accounting for 3.33%. Typical netizen comments are as follows:
@Five Years 5year: Setting standards.
4. Public opinion comments
Recently, "vigilance against the national tide to make Chinese culture narrow to make China made bad" has aroused many netizens heated discussion, in addition to some netizens believe that from a business point of view, this kind of practice is not inappropriate, most netizens have expressed their understanding of the use of the national tide to narrow Chinese culture marketing methods, but also hope that the relevant parties can issue relevant standards for such problems.
From the perspective of the development of public opinion, although the public opinion has faded, if the chaos related to the development and utilization of national tide products cannot be solved in a timely and thorough manner, the relevant topics are likely to become the focus of public discussion again in the near future. Therefore, from this point of view, in order to make some of the so-called national tides withdraw negative "hot searches", it is necessary to fundamentally solve the problems of homogenization, modeling, and piracy of the design and development of national tide products.
In recent years, with the continuous deepening of cultural and creative development, a large number of cultural products containing excellent traditional cultural elements have continuously entered the market and entered people's lives. Chasing the national style and catching up with the national tide has become a fashion, and the public is also crazy about all kinds of national tide cultural and creative domestic products. However, at the same time, many merchants suck up traffic for rubbing hot spots, under the banner of "joint name" and "cross-border", pull hard and even arbitrarily distort traditional cultural elements, affecting and desecrated the real high-quality national tide products, and even affecting the cultural cognition of China by the Chinese people themselves and the outside world.
From a business perspective alone, we can understand that many brands put the maximization of profits in the first place in order to adapt to market changes, cater to consumers, and pursue economic interests, with the intention of achieving greater business benefits by entering multiple fields and cross-border alliances with different industries. However, the cultural industry is not an ordinary industry, and the national tide brand is not an ordinary brand, in addition to simple commercial considerations, it also has rich spiritual and cultural attributes. Therefore, when we look at the national tide from a higher perspective, we must understand that it is natural to take a ride on the cultural ride, hit the national tide brand, and do cross-border alliances, but its fundamental premise is that we must respect the tradition and respect the culture, which requires the majority of national tide brand merchants, cherish the brand, cherish the reputation, under any circumstances, there must be no commercial interests, do not hesitate to short the national tide, narrow the culture, and make the manufacturing industry rotten.
Therefore, we hope and appeal that all enterprises that focus on the national tide brand can carry out the design and development of the national tide with sincere feelings for the protection and inheritance of excellent traditional culture, put spiritual culture in the first place, and achieve a double harvest of cultural inheritance and economic benefits. Only in this way can the national tide brand have real core creativity and competitiveness, and the "national tide fever" can last forever. (China Culture media group research institute) (Source: Cultural Tourism China)