At the beginning of the new year, combined with the cultural characteristics of the "Year of the Dragon" and the needs of the festival, domestic and foreign brands have used the "national tide" elements to create "Year of the Dragon" limited products, setting off the first wave of fashion in the new year.
At the same time, the "2024 National Online New Year Festival" takes "national tide renewal" as a major highlight, and launches many domestic "trendy products". With the opening of the Year of the Dragon Festival on Taobao, Douyin and other e-commerce platforms, this year's New Year's goods consumption has also shown new characteristics that are different from the past. The post-95 generation is becoming one of the "main forces" of family New Year's goods procurement, and the "national tide" New Year's goods containing traditional Chinese cultural elements are more popular among young people. Many brands vigorously carry out new product linkage with the "Chinese New Year" and "Dragon" elements, which are full of creativity, and the sales of "Guochao" New Year's goods market are hot!
The domestic brand "Dragon" reappeared in the New Year, adding red color to the national tide
Domestic brands are one of the main forces in the production of "Guochao" New Year's goods. This year, all kinds of high-quality domestic products are rising strongly with the "national tide" design of the Year of the Dragon, with a complete range of clothing and accessories, embellishing the trendy New Year's flavor with red, and at the same time sending good wishes for the New Year.
Chinese have always had the tradition of "changing new clothes for the New Year". Bosideng, a down apparel brand, launched a series of down jackets for the Year of the Dragon with the design concept of "Hidden Abyss" and "Ascending Clouds", which integrates Chinese red and Chinese "dragon" totems into the down jackets in the form of dots and noodles, so as to convey the good wishes of "Dragon soars in the sky, and the future can be expected".
Gold jewelry also closely follows the rhythm of the "national tide" of the Spring Festival. Chow Tai Fook's Year of the Dragon Zodiac series is full of blessings, and the gold ring with the "dragon's mouth" is cleverly designed to symbolize happiness and happiness every day.
In addition, the Palace Museum also sent a series of "national tide" New Year gifts. The Forbidden City's lipstick lights up the "red" luck of the year, and the 2024 Forbidden City Shenlong Weekly Book vividly shows the evolution of dragon patterns in the long river of history, forming an overlapping collision between history and modernity.
Red, auspicious clouds, dragons, lions, etc. are all symbols of auspiciousness and luck in traditional Chinese culture, and they are also cultural complexes that are deeply rooted in the hearts of Chinese people. On the one hand, the traditional culture and modern design are blended, which can achieve product innovation and make consumers shine, and on the other hand, it can effectively create topics, carry out festival marketing, and enhance their brand image.
Overseas brands relay delivery The Year of the Dragon is limited to show the beauty of the Orient
With the continuous improvement of China's cultural influence, more and more "Chinese style" elements have begun to appear on the world stage. At present, the significance of "national tide" is no longer limited to the creation of local trend brands, but also the emergence of all-round trends led by China's self-confidence. In the Year of the Dragon, overseas brands have concentrated their efforts to create a variety of "Year of the Dragon" limited products, and the style and concept also have their own characteristics.
Louis Vuitton's Year of the Dragon Limited Edition adopts a multi-element strategy, innovatively using low-saturation colors such as gold, pink, and white, as well as the pattern design of local elements such as dragon patterns and dragon heads, which is gentle, fresh and has a New Year's flavor. Both Fendi and Gucci have chosen to combine the brand's classic bag shapes and classic elements with various cartoon dragon motifs on their bags, presenting a sweet and cute style, which is full of fun. For the Year of the Dragon, Montblanc has created a special edition of the Meisterstück writing instrument, featuring a distinctive Chinese knot and koi motif engraved on the gold-plated cap, symbolizing happiness and good fortune.
Overseas brands' Year of the Dragon-themed products not only demonstrate the fusion of creativity, but also reflect the importance they attach to the Chinese consumer market. Overseas brands' understanding of Chinese culture continues to deepen, and the design of Chinese New Year co-branded models is also more elaborate and ingenious, which not only enriches Chinese consumers' expectations for different styles, but also adds a variety of choices for new consumption of New Year goods during the Spring Festival.
The "national tide" is at the right time, and the cultural potential can boost the upgrading of consumption
As a fashion symbol of Chinese cultural creativity, "Guochao" has continued to set off a consumption boom in recent years. Under the background of the country's vigorous promotion of the creative transformation and innovative development of China's excellent traditional culture, and the activation of the vitality of China's excellent traditional culture with the spirit of the times, "Guochao" products are gradually becoming a new consumption growth point.
On this basis, domestic brands have taken advantage of the situation to strengthen the integration and innovation of products and traditional culture, and have a strong cultural connection with consumers. The relevant person in charge of Bosideng said: "In recent years, the surge of 'national tide' and the rise of domestic brands are important trends, and the underlying logic is cultural self-confidence. With cultural self-confidence and self-improvement, it promotes domestic brands to take advantage of the momentum, and also injects spiritual strength and innovation momentum into consumption upgrading in the new era. ”
With the rise of a group of young consumer groups born in the 90s and 00s, "national tide" products have shown huge market potential. The younger generation's sense of identity and self-confidence in the local culture is growing, and they will gain spiritual strength in traditional festivals and culture, and their consumption tends to be healthy, fashionable and ritualistic. Driven by the new consumption concept, the demand of young people for "national tide" good things such as New Year's clothes, national style co-branded gift boxes, and lucky accessories is increasing, which has further triggered a new wave of "national tide" consumption.
The renewal and upgrading of "Guochao" New Year's goods reflects the changes in lifestyle and consumption concepts, and people's demand for spiritual and cultural life continues to grow, which also puts forward new requirements for the creation of "Guochao" products. The relevant person in charge of Bosideng believes that the current "national tide fever" in the apparel field is blessed by multiple favorable factors, but at the same time, it is also necessary to take into account market demand, brand positioning, sales scenarios, etc., as well as the recognition of consumers who play a key role. Only by continuously improving quality, design, brand image, etc., can the trend of the rise of domestic products and the surging tide of the country become the "new normal" for the industry to achieve higher-quality development.
We also expect the brand to actively carry out cultural innovation and create more "new national tide" good things that are both practical and fashionable in the future. (Yang Wanxin)