From China Pride to Regional Pride & How to Connect Further with Chinese Consumers
One of the greatest challenges of the China market is that it evolves very quickly. Aside from the fast-paced growth of digital technologies there, the country has deep-seated cultural and societal trends that are also evolving and, therefore, refining the new expectations and desires of many Chinese consumers today.
The COVID-19 outbreak has accelerated several trends in China, the most notable of which is the “China Pride” trend. Connecting with the local culture and revisiting China’s heritage has been a hot topic recently, and the trend is still growing. A lot of international brands are trying to understand and embrace it in their communications for specific campaigns, like limited product offers.
China’s rapid recovery from COVID-19 — and the ensuing economic and political importance it has earned around the world — has made citizens feel even more pride in their country. This attachment can be seen in every aspect of life, from a full embrace of the country’s well-documented collective mindset to greater support for Made/Created-in-China brands and products.
But this trend is still evolving, and it is becoming localized at a regional or even city level via cultural specificities. Chinese citizens have shown a strong interest in learning more about these traditions and eccentricities, and the contrasts seen within different regions or cities in China have been reinforced by the fact that travel is currently limited to inside China, thanks to the COVID-19 virus.
Besides the Chinese emblem cities of Shanghai and Beijing (the main tier-1 cities), other regions and cities in China are being seen with a new import, as they continue to settle into their modern identities. The popularity of “localness” can be seen in the runaway success of the Chinese blockbuster film “My People, My Homeland,” which surfed on a wave of regionalism by telling five independent stories from five different Chinese cities or provinces: Guizhou, Zhejiang, Shanxi, Beijing, and Liaoning. The movie was released in theaters during the National Day holiday this October, and it scored more than $25 million (166 million RMB) at the box office.
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