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Search Results for: guochao

Chinese makeup brands

Chinese makeup brands: the triumph of homegrown makeup brands supported by the Guochao trend

April 1, 2024

In the multifaceted Chinese cosmetics market, the makeup segment occupies a significant share of the transactions. In 2023, the retail cosmetics industry in China reached RMB 414.2 billion (USD 57.53 billion) and a growth rate of 5.1%. Notably, Chinese makeup brands are progressively gaining ground, significantly increasing their share which doubled to 28% in 2022 from 14% in 2017 among the top 20 color cosmetic brands in the country. Download our report on Chinese beauty

guochao

Guochao 3.0: Chinese cultural Renaissance in consumer trend

November 28, 2023

In the last 8 years, national confidence has exerted a significant influence on consumption trends in China. Within this changing landscape, Guochao (国潮 – lit. National Tide) has emerged. This trend is a reflection of the younger generation’s profound interest in China’s culture, traditions, and domestic brands, reflecting a cultural shift towards domestic products and a celebration of the nation’s heritage. In the past, foreign brands had dominated a lot of consumer markets and have

Quality, sustainability, and Guochao: three keywords in China’s high-end fashion

August 24, 2023

Since the end of the pandemic, China’s high-end fashion market has been steadily expanding. Luxury items have become a typical spending choice for many consumers who had to postpone their travels or other leisure expenses. According to Morgan Stanley, this trend is expected to continue throughout 2023, with Chinese consumers projected to increase their purchases of luxury goods. In fact, Chinese consumers will account for 60% of spending growth in the luxury goods sector by

Guochao and Hallyu

Comparing South Korea’s Hallyu and China’s Guochao

May 17, 2023

In today’s globalized world, the influence of culture and trends from different countries has become increasingly prominent. Two noteworthy phenomena, Guochao in China and Hallyu from South Korea, have influenced consumption choices of luxury, food and beverages, fragrances, and many other goods and services. Recognizing the potential of these movements, many brands have actively embraced and leveraged Guochao and Hallyu to keep their existing customer base while also attracting new ones. Those who have adeptly

Guochao Webinar flyer November 8 (1)

[Webinar] Guochao marketing 2022 | Download presentation deck and view webinar recording

October 28, 2022

We have been watching the Guochao trend closely since 2018. From the increased patriotism among Chinese Gen-Z, to the increase in domestic luxury brands, in this webinar shared the insights we’ve collected over the last few years! Our first webinar on October 18th 2022 had so much interest, we hosted a second one on November 8th. Below is the recording of that webinar! Download the presentation deck from our Guochao Marketing Webinar! In our 2022

The secrets to the 5 trillion CNY Chinese Gen Z market: Douyin and Guochao

September 26, 2022

China’s Gen Z consumers are still largely dependent on parents, yet they are some of the highest spenders in the country. At the same time, brands often underestimate the consumption ability of Chinese Generation Z because of their young age. According to the Chinese National Bureau of Statistics, the population size of Zoomers has reached 233 million, and the consumption scale reached 4.94 trillion Yuan, accounting for 11.2% of total consumption in China in 2021. In

China Guochao Marketing Report

May 31, 2021

Download our report on Guochao marketing in China Guochao (literally “national trend”) refers to the increase in consumer favoritism towards Chinese brands, designs, and culture. Guochao consumers embrace Chinese cultural designs and products made in China. To learn more about China’s Guochao trend, we conducted in-depth interviews with Chinese gen-z from all over the country. See our findings, along with case studies in our Guochao marketing report. Download our China Guochao Marketing Report What to

How to do Guochao marketing: In-depth interviews with Chinese gen Z

May 21, 2021

What is Guochao marketing “GUO CHAO” (literally “national trend”) refers to the increase consumer favoritism towards Chinese brands, designs and culture. Guochao consumers embrace Chinese cultural designs and products made in China. 75% of Chinese consumers surveyed state they like products that incorporate Guochao design elements. To learn more about Guochao marketing, we conducted in-depth interviews with Chinese gen z consumers. The downloadable report below contains our findings, along with Guochao marketing case studies. Chinese

Scent of a nation: how Chinese perfume brands are reclaiming identity

June 24, 2025

In 2014, despite making up 20% of the world’s population, Chinese consumers accounted for only 1% of global fragrance value sales. This striking disparity is shaped by their relative unfamiliarity with perfume and its politically charged past. Indeed, in recent history, fragrance was seen as a symbol of elitism and was even prohibited during the Cultural Revolution. Many Chinese consumers preferred a “no-scent” approach, considering strong or artificial fragrances potentially intrusive or even disrespectful in

daxue-consulting-nike-in-china

Nike in China: A sportswear giant’s journey back to the top

June 3, 2025

Nike is in a battle to reclaim its leadership in China, a market fundamental to its global identity and future growth. For years, the Nike Swoosh ruled with its international star power and deep roots in Chinese sports. But the game has changed, a massive wave of homegrown pride, the “Guochao” movement, accelerated local rivals like Anta and Li-Ning, fundamentally altering consumer loyalties and challenging Nike’s position. This isn’t just a slowdown; it represents a

collectible toys market in China

From toys to speculation: Decoding the rise of China’s collectible toys market

May 27, 2025

China’s collectible toys market is entering a golden era, with projected growth of 35% annually, expected to exceed RMB 150 billion in 2025. Consumer enthusiasm is rising fast. In 2021, 80% of surveyed buyers out of 3,000 said they planned to increase their purchase frequency in the coming years. The most consumed categories in the past year were figurines, blind boxes and assembly blocks, highlighting a blend of aesthetic, surprise and practical experience as key

Dewu in China

Dewu in China: How Gen-Z is redefining social commerce

May 21, 2025

In China’s dynamic e-commerce landscape, Dewu—also known as Poizon—has emerged as a leading platform among Gen-Z consumers. Launched in 2015 as a sneaker authentication service under the name “毒” (Poison), it has since developed into a social commerce platform that integrates shopping with community engagement and trend-driven content. Dewu in China has established itself as the fourth-largest e-commerce platform, with 88 million monthly active users (MAU) in March 2024, a year-on-year increase of 17.3%, trailing

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