The face of the times

The word "national tide" began on 20 18, and many domestic brands represented by Li Ning skillfully combined with China traditional culture and set sail. Formed a phenomenal consumption structure with young people as the main consumer groups.

Li Ning debuted in the first year of the national tide.

Sports clothes are not only comfortable to wear, but also cool. This is Li Ning's definition of the tide of sports power.

As early as February 20 18 in New York Fashion Week, this domestic brand, which was almost forgotten by Chinese people, took "enlightenment" as the theme and took the spiritual connotation of "introspection, since the enlightenment and self-creation" as the stage of New York Fashion Week, and entered the stage of Paris Fashion Week in June of the same year. Li Ning's combination of China traditional culture and sports fashion is a turnaround for Li Ning's brand. Since then, Disney, BMW, EDG e-sports club and even People's Daily have cooperated with Li Ning Company.

2020 is the 30th anniversary of Li Ning brand. In the past Tokyo Olympic Games, China Olympic athletes wore Li Ning's spring and summer sportswear and won 88 Olympic medals for China. Li Ning not only stimulated the domestic consumer market, but also exported China's traditional culture to the international market.

Xizihu Oriental Aesthetics

"If you want to compare the West Lake to the West Lake, light makeup is always appropriate." This is the origin of Huaxi sub-brand name.

The design appearance of a lipstick comes from the traditional concentric lock in China. China's unique oriental aesthetic elements have conquered thousands of people in China. The concept of "keeping makeup with flowers" is deeply rooted in the brand concept of flowers. Every series and product of Hua has its origin, such as carving the Leifeng Tower and the West Lake on lipstick, or using the cosmetic box worn by ancient women as a suit bag. Hua's design embodies the unique oriental aesthetic feeling everywhere.

Not only that, in different products, Huaxi has added precious Chinese herbal ingredients or essential parts, so that female consumers can meet the beauty and be guaranteed in terms of health.

Flowers in the tide of domestic products accurately grasp the current consumer psychology, and give makeup new vitality with gorgeous oriental aesthetics.

This is not laodopted mother, this is hot mother.

Laoganma's spice lies not only in its taste, but also in its daring to break the circle.

On 20 19, Laoganma boarded the second season of "China Day" in New York Fashion Week spring and summer, and released the activity of buying 99 bottles of hot sauce to send sweaters at Tmall flagship store. This sweater has a red background and is printed with many elements of Laoganma, which shows Laoganma's determination to enter the fashion world. Indeed, Laoganma became famous abroad as early as 20 12. This mysterious condiment from the East has conquered the stomachs of foreigners, but Laoganma is not willing to be king only in the field of hot sauce. Fashion is another door opened by Laoganma. Although Laoganma's practice is subversive, its purpose is to let the national tide go out, which is a manifestation of cultural self-confidence and also proves that any product can produce fashion elements.

A piece likes your ice cream.

Broken white wine ice cream, bird's nest ice cream ... only you can't think of it, and no clock can't do it. This is a wonderful move among the newly rich ice cream in China.

Zhong took three surnames from hundreds of surnames, and the shape of ice cream was tile-shaped in China traditional architecture. Ice cream is unique to Zhong. It conveys the cultural connotation of home under a tile and is the inheritance and innovation of China culture.

In addition, the concept of health, low sugar, low fat and zero additives has also been integrated into the product concept of China, meeting the needs of young people for health care.

I am such a man.

In the past 600 years, the Forbidden City has a collection of 1.8 million pieces, covering an area of 1 1.2 million square meters. How to rejuvenate the solemn Forbidden City?

In 20 14, an article entitled "Yongzheng: Feeling Meng Mengda" gave the first 10W+ to the Forbidden City, which opened the way for the Forbidden City to create literature among online celebrities. The cultural creation of the Forbidden City involves all aspects of food, clothing, housing and transportation, such as fans with "I miss you very much", refrigerator magnets with "Imperial Restaurant", pajamas and suitcases with the design elements of the Forbidden City, and so on. The main consumers are young people after 8090, which not only drives the number of visitors under the Forbidden City, but also injects fresh blood into the cultural and creative industries of the Forbidden City. The introduction of IP in the Forbidden City organically combines history with modernity, culture with technology, tradition with innovation.

The country has treasures.

National Treasure is a cultural exploration program launched by CCTV. CCTV cooperates with provincial museums, with famous actor Zhang Guoli as the commentator. The program pioneered the form of "star treasure protection". Each star acts as a "national treasure guardian" of a national treasure and tells a national treasure's past life in the form of a stage play. The program has been broadcast for the third season, and the first two seasons have received rave reviews. This form can make the audience know the national treasure and history to the greatest extent, and make the once obscure historical materials come alive.

National Treasure has also cooperated with brands and platforms such as realme, Hello History and Baicaowei to design and produce a large number of cultural and creative products, which makes the museum exhibits of "time-honored brands" full of vitality and become fashionable products pursued by young people nowadays.