先见2021：龙的进击中国力量如何激活品牌未来

1、民族自豪中国文化自豪感的提升是国家经济实力增长与国际地位提高的必然结果，相似历史条件下其他 国家的经历也印证了这一点（如十九世纪的英国和二十世纪的美国）。中华文化复兴促使人们 回溯博大精深的中国文化诞生的历史环境，也使民族文化自豪感发展得更为来势迅猛、活力四 射，进而催生出融合历史元素与西方或当代元素的中国后现代主义。过去的历史被以崭新的目 光重新看待，并因其对世界的价值与贡献得到认可和尊重，被视为灵感的源泉。如今，中国人 正获得一种新的文化自信与乐观感，他们的购买与消费习惯也因此发生了改变。此外，由于中 国是从相对的静止状态骤然进入飞速发展状态的，人们也意识到了重建文化连续性的迫切需要。中国

2、对新冠疫情危机的有效应对赢得了民众的信任和国际社会的赞誉，中国在抗击疫情过程中 展现出来的高效、坚韧与团结精神，也进一步刺激了文化自信心和民族自豪感的高涨。在疫情 危机得到缓解之时，这些事实则沉淀为中国文化独特性与优越性的有力证明。随着这一潮流不断向前发展并自我更新，中国文化被更多地视为全球文化的一部分，与其他文 化和谐共存。全球旅行的普及也让人们对其他文化获得了更深的体验，人们意识到，这些文化 在吸收接纳来自其他文化的元素与影响的同时，并未因此而丧失自身的传统底蕴与独特性。因 此，多元文化主义和全球化的新思想逐渐形成：各种文化中最为精华的部分共同创造出一派全 球多元文化和谐共存的景象，而中国

3、文化是其中不可或缺的重要部分。然而，自疫情以来，民族主义情绪在全球范围内均呈高涨之势。因此，中国民众自豪感的侧重 点正逐渐从文化方面转向对中华民族的认同。与全球大多数国家的情况一样，较低收入阶层和 受教育程度较低的民众更倾向于将全球化视为威胁，民族自豪感在他们身上的表现形式则更为 强烈。在这一背景下，对中国文化多样性的自豪感以及对当地文化保护意识的提高，为当地传统文化 的复兴奠定了良好基础。个体为他们的故乡和自身所扎根的文化而感到自豪，并且通过独特的 地方性视角来参与文化表达与构建。这种对地域独特性的自豪感也体现在，较低线城市的民众 并不愿意模仿高线城市的价值观与生活方式，而是努力保持自身文化

4、独特性。在疫情后期，品牌越来越多地在其沟通中使 用传统的本土纹样、符号和形象。太平鸟充分利用中国蓬勃发展的爱国主义和年轻 一代的文化信心，充分融合本土文化与流行文化，以“未来”“力量”“年轻”和“超级中国”为 主题构建自身品牌形象。以传统纹样和形象为灵感来源并融汇现代风格的 时尚、室内设计。天猫联合“BIE别的”拍摄了中国首档国潮文 化系列纪录片国潮时代，展现在国潮大 背景下，不同的年轻角色对它的看法。在其 中一集里，来自贵州遵义的舞者在编舞中融 入了传统武术与傩戏元素。上升14个名次“对祖国忠贞不渝的态度”在疫情后消费者 的价值排序中上升了14个名次。在低线城市， 这一上升趋势更为显著54%

5、中国消费者担心祖国的价值观和传统正在被 其他文化/全球化影响而侵蚀数据来源：Global Monitor 2020民族自豪含义的转变从到对西方的表面模仿融合东西方精髓的后现代主义以民族与当地文化为重心的中国文 化复兴浅层次的传统回归对东方审美价值的珍视和欣赏3或1.2.民族自豪的品牌激活品牌沟通产品包装零售空间产品设计数字化平台百事在百事可乐最新推出的桂花味可乐 广告片中，品牌利用具有未来感的 光影效果营造出古今交融的时空感， 品牌的主题蓝色与桂花的金色共同 造成强烈的视觉冲击，刺绣、功夫、 水墨书法等中国古典元素被以现代 的视觉风格呈现出来。花西子本土美妆品牌花西子从中国传统的 “西湖十景”

6、中汲取灵感，将美景 的意境融入口红、眉笔、气垫的产 品包装中。包装礼盒在开启时则会 呈现立体纸雕的西湖美景，中国传 统景致被以当代3D艺术的形式呈现。植物研究所植物研究所是一家位于上海的酒 吧，为顾客提供各种融合了传统东方草药与香料的饮品，如以茶、竹、 桂花、樱花为主题的鸡尾酒等。鸡 尾酒的容器既有源于中国传统的古 典杯盏，也有来自西方的高脚玻璃 杯。饿了么饿了么小程序将清明上河图 转化为数字互动小程序，在疫 情后为不同品牌的商店提供入 口。在这个小程序中，现代商 店自然地融入至古代城市景观 中，为消费者带来令人兴奋的 新颖体验。同仁堂以中药闻名的同仁堂集团开设了 两家融合式咖啡馆。其空间设计

7、 结合了传统中药店的元素和时下 流行的现代风格。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