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| Consumer Identity and Value Measurement of Guochao |
| ZONG Zu-pan, LIU Xin-yu |
| Institute for Cultural Industries, Shenzhen University, Shenzhen, Guangdong, 518060 |
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Abstract China has seen a surge in consumers' interest in domestic brands for various political, economical, social and cultural reasons. In the narrow sense, guochao（cult of domestic brands） refers to Chinese domestic brands rich in Chinese culture and fashion elements and Chinese consumers' growing interest in them. In the broad sense, guochao is more than physical objects, but a mirror of ideas. It refers to the revival of Chinese cultural gene in symbol production and consumption, and reflects the spiritual features of current China. Guochao can be achieved in two ways: “popularization of domestic brands” and “nationalization of popular domestic brands”. To popularize domestic brands, we need to work on fashionable derivatives, crossover marketing, connection of subcultures, and technology empowerment. The nationalization of domestic brands is manifested in the visual integration of traditional elements, the integration of traditional crafts in design, the integration of traditional stories in marketing, and the integration of traditional spirit in ideas. Guochao is the result of consumer identity. In terms of identity, consumers hope to build a sense of identity and belonging between the country and the communities in the consumption of popular domestic brands. In terms of difference, consumers are eager to show they are unique and different in the choice of domestic brands. To retain Chinese consumers' interest in domestic brands, we should be wary of the generalization of domestic brands, explore their spiritual content, break the boundaries of guochao, better tell Chinese stories, establish guochao aesthetics, and enhance cultural confidence.
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Received: 05 March 2022
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| Fund:国家社科基金艺术学重大项目“习近平总书记关于文化建设重要论述研究”（18ZD01）; 深圳市建设中国特色社会主义先行示范区研究中心2021年重大课题“社会主义现代化强国城市文明典范研究” |
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2022, Vol. 39 
