Recently, there is a key word that can often be heard - new Chinese style.
This word first became popular in the clothing circle, and according to Xiaohongshu Business, in 2023, the new Chinese style will continue to be hot, and the search volume of clothing on the site will increase by 80% year-on-year.
On Douyin, #新中式穿搭#的话题播放量更是超过了127 600 million.
As the call for "new Chinese style" is getting louder and louder, this emerging wind is naturally blowing to the marketing circle.
New Chinese style swept the marketing circle
Last year, the calligraphy cup co-created by Gu Ming and fans became popular, and all that Xiaohongshu could brush was a burst of praise.
Pepsi began to study the national style of coke when it became popular in the country, and in the past two years, it has pursued new Chinese aesthetics on the basis of national style products.
On the occasion of its 25th anniversary last year, New Bailu cooperated with Douyin Life Service to open an immersive new Chinese food banquet.
This year, Luckin officially announced a collaboration with the dance drama "Dream of Red Mansions", and at the same time, Yihetang co-branded "Dream of Red Mansions" by Guotu Innovation.
As a domestic car, FAW Hongqi Automobile has taken "new Chinese aesthetics" as a marketing highlight in recent years to promote brand cars.
01
So what is the new Chinese style?
I believe that everyone is both familiar with and unfamiliar with "New Chinese Style".
A few years ago, there was also a popular word - national tide.
As a new word, "new Chinese style" does not have a very clear introduction, some people think that the national tide is a big concept, and the new Chinese style is the refinement of the national tide;
But there are also people who think that the national tide and the new Chinese style, there are similarities and differences, the background color of both is traditional culture, the national tide is "personality + culture", in the integration of Chinese culture and the trend, more focus on the innovative thinking of the trend, and the new Chinese style is "culture + personality", which is based on Chinese culture and the clever combination of modern elements, more inclined to the expression and transmission of traditional cultural elements.
Regardless of the difference between Guochao and New Chinese Style, what we can gain insight is that New Chinese Style mainly highlights traditional Chinese elements, and at the same time displays it in a form that is more in line with modernity.
02
Why has the new Chinese style become a marketing trend?
In the past two years, new Chinese style has become a hot keyword, and the first one is the love of consumers.
Since the early "national tide" craze, some people at that time believed that the inheritance of the excellent traditional Chinese culture had already formed a group consciousness in the whole society.
Young consumers' confidence and admiration for "Chinese style" make "New Chinese Style" meet the emotional and social values of young people.
At the same time, in the era of beauty economy, the unique oriental aesthetics brought by "new Chinese style" are also easily sought after by consumers.
The concentration of the crowd's attention has brought new selling points and a new direction to marketing divergence.
Of course, in addition to the consumer love, another factor is in the brand.
In the past two years, in an increasingly involuted environment, brands have also been busy transforming, old domestic products are busy transforming to younger ones, big brands are busy achieving deeper cultural resonance with consumers, and new brands are busy expanding their own brand culture.
Although the purpose of brands at different levels is different, "new Chinese style", as a hot culture that young people pay attention to, has become a common way to solve the problem.
Successful "New Chinese Style" marketing can make domestic products fashionable, allow big brands to achieve cultural expansion, and help new brands find selling points.
As a result, more and more brands are embarking on the path of "new Chinese" marketing.
03
The new Chinese marketing of the moment
As the wind blows in the new Chinese style of marketing, brands are beginning to explore the various possibilities of new Chinese marketing.
Judging from the existing brand cases, it can be basically divided into:
1. Co-branding: Choose to co-brand with Chinese cultural IP to empower the brand and attract consumers' attention with the help of IP;
2. Design aesthetics: Through Chinese-style design, implant Chinese aesthetic genes for the brand and help the brand get out of the circle;
3. Scene creation: For example, the new Bailu, from visual scenery to catering and food, creates an immersive "new Chinese" scene experience;
4. New Chinese products: Pepsi Cola has launched Taiqi series with flavors such as osmanthus and white peach oolong, and Cudi also launched Ejiao latte last winter, integrating Chinese elements of food to create new flavor products.
5. Node marketing: Last year, Tea Baidao launched the "Tanabata Confession Cup" during the Qixi Festival, and launched the Tianhua Jinwen Cup in this year's New Year, with the help of festival heat and festival culture, while attracting heat, it reflects the brand's respect for Chinese culture.
Obviously, as the "New Chinese Style" craze continues, brands have diversified their ways of playing new Chinese marketing.
However, under the background of the great popularity, the new Chinese marketing is inevitably worrying in some aspects, such as the homogenization of marketing, the joint brand of Luckin and Yihetang with the elements of "Dream of Red Mansions", which also caused business wars and controversies at the time, and some brands may blindly pursue new Chinese marketing, but their own understanding of Chinese culture is relatively shallow......
The new Chinese style is definitely a "good cake" at the moment, and brands still need to plan carefully before starting.