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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

China's local fast-food industry

China’s local fast-food industry: The next battleground for foreign and local brands in lower-tier cities

March 17, 2025

China’s fast-food market was valued at RMB 1.28 trillion in 2023, and it expected to grow, particularly driven by the rising demand from lower-tier city consumers. With higher-cities reaching saturation, international fast-food chains are expanding to third- and fourth-tier cities. Similarly, in the local fast-food industry in China, brands like Wallace and Tastien have stronger presence in lower-tier cities. They attract young people and families with their budget-friendly menus and familiar flavors rooted in Chinese

China's sneaker market

How outdoor trends and national brands are redefining China’s sneaker market

March 6, 2025

In 2024, China’s sneaker market was shifted by the rise of both national and niche, premium outdoor brands. Sneakers have become a popular fashion trend and status symbol among Chinese consumers, particularly the younger generation. This market holds great potential due to the increasing influence of outdoor sportswear in fashion and the growing focus on footwear comfort among the middle class. Download our 2024 China Summer Sports Market report China’s sneaker market is thriving According to Statista,

perfumes in China

Perfumes in China: Then “fake” and impolite, now chic and stress-relieving

February 20, 2025

In 2020, perfumes in China generated RMB 15.6 billion in revenue. Nonetheless, in the last three years, China’s perfume market increased drastically, generating RMB 26.5 billion in revenues in 2024. While luxury brands like Chanel, Hermès, and Dior, continue to dominate the industry, a new wave of niche and local fragrance brands is reshaping consumer preferences. This shift is largely driven by Gen-Z, who unlike previous generations, seek deeper emotional connections, personalization, and cultural relevance. The

From milk tea to chili sauce: Can Sexy Tea (茶颜悦色) catch up with CHAGEE (霸王茶姬)?

February 12, 2025

  Founded in 2013 in Changsha, Hunan, Sexy Tea (茶颜悦色)  built its brand around “New Chinese-style Fresh Tea”(新中式鲜茶) focusing primarily on light milk tea (轻乳茶). Thanks to its distinctive flavor and exclusive local business model, it quickly gained popularity. However, while its reputation soared, Sexy Tea remained cautious about expansion and only ventured beyond Changsha at the end of 2020—by which time competitors like MiXue Ice Cream & Tea (蜜雪冰城) had already surpassed 10,000 stores.

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