国潮 (guó cháo) (National Tide)
The definition of this term involves the integration of traditional Chinese culture in with domestic Chinese brands, services, and products for marketing purposes. This term starting in the fashion industry and has been spread to all kinds of industries. This term symbolizes the pride of Chinese nationalism with the upward growth of China’s influence around the world. A lot of the younger generations have national pride and confidence in comparison to the older generations.
Some examples of when brands used a 国潮 marketing campaign rather than a regular marketing campaign are as follows: Adidas during their 2020 Chinese New Year campaign, Gucci’s collection “Gucci Tian,” and the brands: Catkin, White Rabbit, Li-Ning, and Hey-tea. Nowadays, you often see brands hold Chinese New Year campaigns, but some brands are more successful than others by the thought that is put into the campaign. Because brands need to understand the culture and appreciate the traditional things instead of modernizing or appropriating the culture which can turn the brand into a negative light. Another thing to note is that it is important to consider all cultural factors or else it could be very offensive when doing marketing in China. Some examples include in 2018 when Dolce & Gabbana released a campaign where it was depicted to show a Chinese woman struggling to eat Italian food. Or when Versace and Coach came out with a design where it seemed like they acknowledged that Hong Kong is not a part of China. There are so many industries besides the fashion industry that 国潮 has affected such as the food and drinks industry, entertainment industry, cosmetics industry, and online retailers.
The relevance of this term comes from how the Chinese people feel toward their own country now. Another term relates to the pride of Chinese homegrown products. 屌丝逆袭 (diaosinixi) translates to “loser strikes back,” which is the idea of China’s growth catching up to the West. This trend has created international brands to consider 国潮 when it comes to marketing in China because it can make such an impact as to how well your brand does in China. Chinese brands are able to understand the culture and the Chinese consumerism in what is desired in products such as packaging, a prestigious image, and desirability. Chinese consumers are looking for meaningful connections with brands, which is why it is important for Chinese brands to focus on their market and for international brands to understand their Chinese customers.
Guochao (国潮) : The integration of traditional Chinese culture and style in brands’ marketing. (2021, May 10). Retrieved from Emotion Digital: https://emotiondigital.agency/guochao-%e5%9b%bd%e6%bd%ae-the-integration-of-traditional-chinese-culture-and-style-in-brands-marketing/
Konovich, S. (2020, July 30). What is GuoChao and why you should learn about it. Retrieved from Xinergy Global: https://www.xinergy.global/what-is-guochao/
Riding the Guochao: How Chinese nationalism influences consumption and how foreign brands can navigate cultural confidence. (2021, January 4). Retrieved from daxueconsulting: https://daxueconsulting.com/guochao-cultural-confidence-in-china/#:~:text=Guochao%20%28%E5%9B%BD%E6%BD%AE%20%E2%80%93%20lit.%20National%20Tide%29%20is%20a,interest%20in%20China%E2%80%99s%20culture%2C%20traditions%20and%20domestic%20brands.