調(diào)研數(shù)據(jù)顯示，近年來一些老字號(hào)或老品牌推出的創(chuàng)新產(chǎn)品，以及新銳、新興的國產(chǎn)品牌產(chǎn)品，在90后和00后消費(fèi)群體中均備受青睞，對(duì)“新國貨”表示感興趣的年輕人比例均占到70%以上。

　　Innovative1 products launched by old brands, as well as newly emerged national brands, are favored by Generation Y and Z and the proportion of young people interested in the "new national products" accounted for more than 70 percent of consumers, according to a report released by data service provider Aurora2.

掃描下方二維碼，進(jìn)入“每日一練”免費(fèi)在線測(cè)試

　　調(diào)查發(fā)現(xiàn)，出生于80年代前的消費(fèi)者喜歡購買和使用國貨;從80年代到90年代出生的人群，在成長過程中明顯受到歐美和日韓潮流文化的影響，因此80后和90后對(duì)于國貨的購買偏好度相對(duì)較低。而伴隨著國內(nèi)消費(fèi)市場(chǎng)的升級(jí)以及國民文化自信的增強(qiáng)，00后消費(fèi)群體對(duì)于國貨的購買偏好度有了較明顯的提升。

　　While older generations prefer to buy and use national products, those born in the 80s and 90s are less likely to purchase them because they are more influenced by the trendy culture from Europe, America, Japan and Korea. Meanwhile, Generation Z is more willing to buy national products due to market upgrading and improved cultural confidence.

　　年輕人通常主動(dòng)搜索產(chǎn)品，除此之外，還有較大比例的90后更容易在瀏覽電商平臺(tái)的過程中無意被種草，而00后則相對(duì)更容易在KOL的影響下種草產(chǎn)品。

　　華北、華東、華南地區(qū)對(duì)國貨偏好度低

　　調(diào)查顯示，常住華北、華東、華南地區(qū)的消費(fèi)者對(duì)國產(chǎn)品牌的購買偏好度相對(duì)其他地區(qū)低，相反，他們中有更大比例的人群經(jīng)常購買進(jìn)口商品。

　　Consumers living in North, East and South China have a lower preference for domestic brands than other regions, meaning that a larger proportion of people in these regions often buy and use imported brands in their daily lives.

　　此外，分城市等級(jí)來看，一線城市中日常消費(fèi)以購買國產(chǎn)品牌為主的人群比例相對(duì)較低(占65.8%)，而越是低線的城市，人群對(duì)于國產(chǎn)品牌的購買偏好度越高。

　　寵物用品最“出圈” 美妝護(hù)膚產(chǎn)品“仍需努力”

　　從專注年輕消費(fèi)群體來看，他們?nèi)粘Ｊ褂玫拿缞y護(hù)膚產(chǎn)品以國產(chǎn)品牌為主的人群比例相對(duì)較低，其次是數(shù)碼電子產(chǎn)品、汽車。

　　For young consumers, the proportion of people's daily use of beauty and skincare products dominated by domestic brands is relatively3 low, followed by digital electronics and automobiles4.

　　年輕消費(fèi)者更愿意購買寵物用品、飾品珠寶、家居百貨等商品類目中的國產(chǎn)品牌。

　　As for pet supplies, accessories and jewelry5, household department stores and other commodity categories, young consumers have a relatively high preference for the purchase of domestic brands.

　　年輕人更看重質(zhì)量 60后更注重“情懷”

　　盡管年輕消費(fèi)者對(duì)國產(chǎn)品牌的消費(fèi)偏好度較老一輩的消費(fèi)者低，但年輕人對(duì)國貨本身的產(chǎn)品價(jià)值感知程度更高：90后和00后對(duì)于國貨的質(zhì)量、功能和性價(jià)比的認(rèn)可度明顯高于其他代際。值得注意的是，60后中有更大比例的人群會(huì)為了“愛國情懷”而購買國貨。

　　Generations Y and Z are significantly more likely than other generations to recognize the quality, functionality and cost effectiveness of national products. It is worth noting that a larger percentage of the post-60s will buy national products for "patriotic6 sentiment".

　　傳統(tǒng)文化獲新一代簇?fù)?/p>

　　隨著漢服“破圈”掀起古風(fēng)審美熱潮，“服章之美”成為年輕人熱切追捧的傳統(tǒng)文化對(duì)象。

　　數(shù)據(jù)顯示，融合了古風(fēng)元素的產(chǎn)品最能提升年輕人的購買興趣，其中90后中感興趣的人群占比達(dá)54.6%，00后有73.3%。而古風(fēng)元素在產(chǎn)品上的應(yīng)用不僅包括“外在”方面，如產(chǎn)品外觀造型或包裝上的圖案、圖騰等，還可以體現(xiàn)在“內(nèi)在”方面，如產(chǎn)品的原料應(yīng)用、制作工藝等。

　　Products that incorporate traditional Chinese elements are most likely to increase young people's interest in purchasing, with 54.6 percent of the post-90s and 73.3 percent of the post-00s consumers interested in these products. Traditional Chinese elements are not only applied7 in product appearance or packaging patterns, but also can be reflected in the application of raw materials, production processes, etc.

　　拿“國潮”當(dāng)噱頭?年輕人不買單

　　調(diào)研也指出，國風(fēng)元素在產(chǎn)品上的應(yīng)用，不能只是一味地元素堆砌，而是要洞察消費(fèi)者的需求和偏好，將設(shè)計(jì)元素結(jié)合產(chǎn)品特性進(jìn)行有效融入，引起消費(fèi)者的共鳴，從而提升他們對(duì)產(chǎn)品的購買興趣。

　　當(dāng)代年輕人對(duì)于國風(fēng)元素的喜愛不止停留于“視覺層面”，他們還追求“身臨其境”的消費(fèi)體驗(yàn)。因此，有越來越多年輕人喜歡打卡紅色景點(diǎn)和文旅博物館、購買文物修復(fù)盲盒、玩古風(fēng)劇本殺、體驗(yàn)古風(fēng)攝影等，國風(fēng)元素加上沉浸式消費(fèi)體驗(yàn)已然成為刺激年輕人消費(fèi)的新驅(qū)動(dòng)因素。

　　Apart from their love for traditional Chinese visuals, young people nowadays also enjoy consuming through experiencing on-hand buying. This is why more and more young people like to visit patriotic sites and cultural tourism museums, buy archaeological restoration puzzles, participate in scripted historical role-play games, experience ancient style photography, etc.

　　超六成的年輕消費(fèi)者不愿意被一些強(qiáng)打“愛國”旗號(hào)但卻沒有實(shí)際行為的品牌，或者是利用“國潮”當(dāng)營銷噱頭進(jìn)行品牌溢價(jià)但缺乏品質(zhì)的品牌“割韭菜”。相反，一些具有社會(huì)責(zé)任感但卻低調(diào)的品牌，以及結(jié)合“國潮”標(biāo)簽來提升產(chǎn)品品質(zhì)的品牌會(huì)提升年輕人的好感度。

　　此外，一些利用國外元素來包裝自己的“偽洋牌”，或被外企收購的“偽國貨”，也比較難獲得年輕人的認(rèn)同。

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　　資料來源考試網(wǎng)校老師主講教材精講班課程，完整講義下載進(jìn)入個(gè)人中心>>