The national trend has entered the 3.0 era. Where will the national trend go in the next decade?

Recently, on the fifth Chinese Brand Day, Baidu and the People’s Daily Online Research Institute released the “2021 National Trend Proud Search Big Data”, showing the true appearance of the “New National Trend” in 2021.

In the context of technological innovation and the new era of national self-confidence, the national trend is also evolving in an all-round way. From food, clothing and housing, to cultural resonance, to the rise of science and technology in major countries, the national trend is unstoppable and is constantly generating new ideas.

The national trend enters the 3.0 era

In the past ten years, the search popularity of “national trend” has increased by 528%. From the rejuvenation of a number of time-honored brands, to the upgrading of the quality of domestic products and brand operations, to the expansion of the connotation of national trend, Chinese brands, Chinese culture and big country technology have led the new In the national trend of life, the hot search keywords of “national trend” related content have changed dramatically in different stages. Among them, domestically produced digital products, nationally fashionable clothing, domestically produced beauty products, domestically produced films and television, Chinese comics and national games, Chinese music, Chinese literature, Chinese food, cultural heritage, and powerful technology have become the top ten hotly searched nationally fashionable topics in 2021.

In the past year, the national trend content has continued to attract public attention, especially the post-90s generation, accounting for 48.6%, followed by the post-00s generation accounting for 25.8%, and the post-80s generation accounting for 16.9%. In terms of geographical distribution, Guangdong, Chongqing, and Beijing have become the top three areas for attention to the national trend, and Beijing, Xi’an, Chongqing, Changsha, Chengdu, Guangzhou, Suzhou, Hangzhou, Shanghai, and Tianjin have become the top ten popular cities with national trend characteristics.

Boosting consumer confidence in domestic products

It is not just quality upgrades, but more importantly, technological leadership. Guochao has made a profound explanation in this regard. Judging from the comparative results of various trend analysis in 2016 and 2021, in 2016, 55% of the attention was paid to overseas brands. By 2021, the attention to overseas brands dropped to 25%, and the attention to Chinese brands rose to 75%. Domestic products Comprehensive overtaking, 3 times that of “foreign goods”.

In terms of categories, the popularity of domestic products in the six major categories of mobile phones, clothing, automobiles, beauty, food, and home appliances has increased across the board. Among them, technology-driven domestic mobile phones dominate the market. In terms of search popularity for high-end mobile phones, domestic brands have significantly surpassed them. 5G and chips have become hotly discussed black technology topics for domestic mobile phones.

Ten years ago, the labels surrounding Chinese clothing brands were mainly revival plans, OEMs, promotions, domestic sales, and durability. Now they have transformed into brand upgrades, independent fashion brands, high-end, Exportoverseas, quality upgrade, etc. After the “Xinjiang Cotton” incident in 2021, the attention to national brands has been unprecedentedly high, brand mentality has been fully upgraded, and the attention to Chinese clothing brands has increased step by step by 137%.

Nowadays, new energy vehicles have become one of the new favorites of shopping malls. In the consumer market, independent brand smart vehicles occupy the main attention. In terms of hot-searched technologies related to independent brand smart cars, autonomous driving has become the hottest topic.

In the beauty category, in the past year, the proportion of attention paid to domestic cosmetics brands has increased to 76%, and the proportion of attention paid to Chinese food brands has also reached 73%. After the epidemic, the national health awareness has been upgraded, and health food brands have set off a new round of consumption boom. Compared with 2019, the search popularity of sugar-free beverages, nutritional meal replacements, healthy snacks and other categories have increased significantly in the past two years. Also due to the changes in living habits and consumption concepts after the epidemic, the “stay-at-home economy” in the post-epidemic era has strong demand, and domestic small household appliances have become new favorites at home.

From the tide of cultural confidence to the tide of innovative technology

In the past ten years, the attention related to “national trend culture” has increased by 128%, and the popularity of domestic movies, games, animation and other cultural industries has increased dramatically. Emerging communication methods such as live broadcasts and short videos have given support to the national trend culture. Among them, the five major carriers of the “national trend culture”, the Chinese trend short video, the national trend live broadcast, the national trend film and television variety show, the national trend cultural creation, and the national trend culture and tourism, have soared in attention. .

In the past year, Chinese people’s attention to core technologies has reached a historical peak, and searches related to “independent technological innovation” have increased sevenfold in ten years. Technological power, big data technology, cloud computing, Internet+, 5G… have become related hot words. Huawei, Xiaomi, OPPO, DJI, BYD… are also frequently searched. The Chinese power behind technological innovation has attracted more and more attention. .

Technological innovation is closely related to people’s pursuit of a better life. In the past year, domestic smart homes have attracted a lot of attention. Smart audio and video, smart home appliances, smart security, smart control, and health monitoring have become the top five smart homes with the most attention. category. Of course, scientific and technological events represented by China’s fire detection project, Beidou launch, China Sky Eye operation, Chang’e-5 moon landing, etc. have also attracted the attention of the Chinese people.

Of course, consumers of different age groups have different understandings and preferences for national trends. For example, the post-90s generation is the backbone of the national trend. Beauty, cars, and movies have become the national trend categories of the post-90s generation. The post-80s generation has become the driving force behind the “national trend”. They pay attention to domestic brands and want to create their own brands.

Regarding the rise of the national trend, Shen Yang, a professor at the School of Journalism at Tsinghua University, said that the national trend is not limited to the growth of consumption data, but also lies in the recognition and recognition of the brand, as well as the national cultural strength, scientific and technological strength, economic strength and national strength behind it. Recognition of foundation. In the next decade, “national trends””We should continue to deepen cultural innovation and tap content potential. At the same time, we should be closely connected with the frontline technology, empower industrial construction with advanced technology, and form a more positive market atmosphere. Domestic brands must unswervingly pursue the refined “China Intelligent Technology” The path of “creation” will highlight the foundation of Chinese culture, let the world see China’s power and listen to the voice of China’s trends.

AAA

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