先見2021：龍的進擊中國力量如何激活品牌未來

1、民族自豪中國文化自豪感的提升是國家經(jīng)濟實力增長與國際地位提高的必然結(jié)果，相似歷史條件下其他 國家的經(jīng)歷也印證了這一點（如十九世紀(jì)的英國和二十世紀(jì)的美國）。中華文化復(fù)興促使人們 回溯博大精深的中國文化誕生的歷史環(huán)境，也使民族文化自豪感發(fā)展得更為來勢迅猛、活力四 射，進而催生出融合歷史元素與西方或當(dāng)代元素的中國后現(xiàn)代主義。過去的歷史被以嶄新的目 光重新看待，并因其對世界的價值與貢獻(xiàn)得到認(rèn)可和尊重，被視為靈感的源泉。如今，中國人 正獲得一種新的文化自信與樂觀感，他們的購買與消費習(xí)慣也因此發(fā)生了改變。此外，由于中 國是從相對的靜止?fàn)顟B(tài)驟然進入飛速發(fā)展?fàn)顟B(tài)的，人們也意識到了重建文化連續(xù)性的迫切需要。中國

2、對新冠疫情危機的有效應(yīng)對贏得了民眾的信任和國際社會的贊譽，中國在抗擊疫情過程中 展現(xiàn)出來的高效、堅韌與團結(jié)精神，也進一步刺激了文化自信心和民族自豪感的高漲。在疫情 危機得到緩解之時，這些事實則沉淀為中國文化獨特性與優(yōu)越性的有力證明。隨著這一潮流不斷向前發(fā)展并自我更新，中國文化被更多地視為全球文化的一部分，與其他文 化和諧共存。全球旅行的普及也讓人們對其他文化獲得了更深的體驗，人們意識到，這些文化 在吸收接納來自其他文化的元素與影響的同時，并未因此而喪失自身的傳統(tǒng)底蘊與獨特性。因 此，多元文化主義和全球化的新思想逐漸形成：各種文化中最為精華的部分共同創(chuàng)造出一派全 球多元文化和諧共存的景象，而中國

3、文化是其中不可或缺的重要部分。然而，自疫情以來，民族主義情緒在全球范圍內(nèi)均呈高漲之勢。因此，中國民眾自豪感的側(cè)重 點正逐漸從文化方面轉(zhuǎn)向?qū)χ腥A民族的認(rèn)同。與全球大多數(shù)國家的情況一樣，較低收入階層和 受教育程度較低的民眾更傾向于將全球化視為威脅，民族自豪感在他們身上的表現(xiàn)形式則更為 強烈。在這一背景下，對中國文化多樣性的自豪感以及對當(dāng)?shù)匚幕Ｗo意識的提高，為當(dāng)?shù)貍鹘y(tǒng)文化 的復(fù)興奠定了良好基礎(chǔ)。個體為他們的故鄉(xiāng)和自身所扎根的文化而感到自豪，并且通過獨特的 地方性視角來參與文化表達(dá)與構(gòu)建。這種對地域獨特性的自豪感也體現(xiàn)在，較低線城市的民眾 并不愿意模仿高線城市的價值觀與生活方式，而是努力保持自身文化

4、獨特性。在疫情后期，品牌越來越多地在其溝通中使 用傳統(tǒng)的本土紋樣、符號和形象。太平鳥充分利用中國蓬勃發(fā)展的愛國主義和年輕 一代的文化信心，充分融合本土文化與流行文化，以“未來”“力量”“年輕”和“超級中國”為 主題構(gòu)建自身品牌形象。以傳統(tǒng)紋樣和形象為靈感來源并融匯現(xiàn)代風(fēng)格的 時尚、室內(nèi)設(shè)計。天貓聯(lián)合“BIE別的”拍攝了中國首檔國潮文 化系列紀(jì)錄片國潮時代，展現(xiàn)在國潮大 背景下，不同的年輕角色對它的看法。在其 中一集里，來自貴州遵義的舞者在編舞中融 入了傳統(tǒng)武術(shù)與儺戲元素。上升14個名次“對祖國忠貞不渝的態(tài)度”在疫情后消費者 的價值排序中上升了14個名次。在低線城市， 這一上升趨勢更為顯著54%

5、中國消費者擔(dān)心祖國的價值觀和傳統(tǒng)正在被 其他文化/全球化影響而侵蝕數(shù)據(jù)來源：Global Monitor 2020民族自豪含義的轉(zhuǎn)變從到對西方的表面模仿融合東西方精髓的后現(xiàn)代主義以民族與當(dāng)?shù)匚幕癁橹匦牡闹袊?化復(fù)興淺層次的傳統(tǒng)回歸對東方審美價值的珍視和欣賞3或1.2.民族自豪的品牌激活品牌溝通產(chǎn)品包裝零售空間產(chǎn)品設(shè)計數(shù)字化平臺百事在百事可樂最新推出的桂花味可樂 廣告片中，品牌利用具有未來感的 光影效果營造出古今交融的時空感， 品牌的主題藍(lán)色與桂花的金色共同 造成強烈的視覺沖擊，刺繡、功夫、 水墨書法等中國古典元素被以現(xiàn)代 的視覺風(fēng)格呈現(xiàn)出來?；ㄎ髯颖就撩缞y品牌花西子從中國傳統(tǒng)的 “西湖十景”

6、中汲取靈感，將美景 的意境融入口紅、眉筆、氣墊的產(chǎn) 品包裝中。包裝禮盒在開啟時則會 呈現(xiàn)立體紙雕的西湖美景，中國傳 統(tǒng)景致被以當(dāng)代3D藝術(shù)的形式呈現(xiàn)。植物研究所植物研究所是一家位于上海的酒 吧，為顧客提供各種融合了傳統(tǒng)東方草藥與香料的飲品，如以茶、竹、 桂花、櫻花為主題的雞尾酒等。雞 尾酒的容器既有源于中國傳統(tǒng)的古 典杯盞，也有來自西方的高腳玻璃 杯。餓了么餓了么小程序?qū)⑶迕魃虾訄D 轉(zhuǎn)化為數(shù)字互動小程序，在疫 情后為不同品牌的商店提供入 口。在這個小程序中，現(xiàn)代商 店自然地融入至古代城市景觀 中，為消費者帶來令人興奮的 新穎體驗。同仁堂以中藥聞名的同仁堂集團開設(shè)了 兩家融合式咖啡館。其空間設(shè)計

7、 結(jié)合了傳統(tǒng)中藥店的元素和時下 流行的現(xiàn)代風(fēng)格。4China PrideChinas cultural pride comes as a logical consequence of financial growth and dominance as historically proven to be the case with other nations at this threshold. The idea of Chinese revival a return to historical conditions of cultural grandeur accelerates pace,

8、energy and emphasis of this trend and gives birth to Chinese postmodernism, fusing elements from the past with contemporary and/or western. The past is seen under a new liberated light, acknowledged and respected for its value and contribution to the world and as a source of inspiration and celebrat

9、ion. Chinese nowadays are gaining a new cultural sense of confidence, optimism, purchase and consumption habits, and a much- needed sense of duty for cultural continuity for a nation that radically and dramatically shifted from static to rapidly evolving.The phenomenon of cultural confidence and pri

10、de has been accelerated during the Covid-19 period. Chinas extreme efficiency, resilience and solidarity in combating the crisis has won trust and accolades from citizens and international communities. As the crisis fades these elements stand as testaments of the cultural heritage contributing to th

11、e uniqueness and superiority of the Chinese identity.As an emergent and maturing extension of this, Chinese culture is being seen as part of global culture, harmoniously integrated with others. As people are increasingly traveling, they experience other cultures that have successfully integrated for

12、eign elements and influences without loosing their own traditional identity. As such, the emergent idea of multiculturalism and globalization emerges into their minds: the best of all cultures forming global cultural harmony and suggesting that China is an integral part of this.Nevertheless, the wor

13、ld has seen a rise of nationalist sentiments globally since the pandemic. As such, the focus of China pride is gradually shifting from the cultural toward the national. Feelings of national pride become even stronger among lower tiers and education level who see globalization as a threat, like in mo

14、st countries.At the same time, pride in the countrys cultural diversity, and a rising awareness of minorities and local culture preservation has paved the way for traditional culture revitalization. Individuals take pride in the regions they come from and the cultures they are rooted in, and they ar

15、e increasingly expressing and constructing culture though a distinct, regional lens. This pride in regional distinctness can also be viewed as lower tier pride against the will or need to copy high tiers values or lifestyles.Various brands have been increasingly using traditional local motifs, symbo

16、ls and iconography on their communications during the late Covid-19 period.PEACEBIRD has tapped into Chinas booming patriotism and cultural confidence among younger generations. Through narrowing thetopics down to “future,” “power,” “young,” and “Super China,” the brand is leveraging traditional cul

17、ture with a twist of pop culture.Fashion and interior design inspired by traditional motifs and iconographyTmall jointly filmed Chinas first documentary series on “China Cool” with BIE, featuring young people from all across China who take active part in this trend. In one episode, a dancer from Zun

18、yi, Guizhou incorporates martial arts and Nuo opera into his choreography.+14 placesof increase for Nationalism since the pandemic, ranking up significantly in Chinese consumers life value list post pandemic. This number being significantly raised in lower tier cities54%of consumers worry that the v

19、alues and traditions of the country are being eroded by other cultural/global influences.Data Source: Global Monitor 2020China Pride：Key defining shiftsFROMTOSuperficial Western ImitationChinese postmodernism that fuses the best of both worldsA meaningful Chinese cultural revival with a local cultur

20、e focusChinese tradition coming back in a shallow dimensionA generic celebration andappreciation of oriental aesthetics6or1.2.China Pride: brand activationsCommunicationsPackagingRetailProductDigitalPepsiIn Pepsis latest commercial for its newly launched osmanthus- flavored coke, the brand blends an

21、cient and modern elements to create a striking fusion of different cultures. The iconic blue of Pepsi is in harmony with the gold of Osmanthus, whereas visuals of Chinese cultural heritage such as embroidery, Kung fu, ink calligraphy are represented in a more westernized visual style.FlorasisThe loc

22、al beauty brand Florasis draws inspiration from the city of Hangzhou as well as its profound cultural heritage and incorporates traditional artistic elements into its packaging. The gift box contains a paper sculpture depicting the beautiful sceneries of ancient China, transforming traditional Chinese landscape painting into a contemporary 3D artwork.Botanic LabBotanic Lab, a bar lo