An Analysis Of The Return Of Chinese National Brands From The Perspective Of Consumption Identity

For many years,China's national brands have been in an awkward position with a reputation and no market.In 2018,"China Li Ning" boarded New York Fashion Week,bringing Chinese national brands to the world,and at the same time promoting a number of classic national brands to return to the public view.From the use of classic Chinese characters by "China Li Ning" to more and more national brands incorporating Chinese cultural elements into their products,the old domestic products gradually broke free of the conservative old shackles,facing the public with a new brand positioning and image,and increasing consumption The authors began to regard "buying domestic products and basking in national tide" as a new life attitude and lifestyle.This article takes the phenomenon that Chinese national brands are being sought after again by consumers as the research entry point,and selects the most representative sports brand "China Li Ning" in the return of national brands as a case.From the perspective of consumer identity theory,this article discusses the return of national brands in China,the reason behind the new domestic products being sought after by consumers.On the one hand,from the perspective of "social identity",China's Li Ning can arouse the sense of belonging of young consumers through the integration of Chinese elements,trigger nostalgia,and create a community atmosphere,so as to build social identity;on the other hand,from the "self From the perspective of "identification",the brand's use of methods such as creating differentiated products,increasing product pricing,and limited sales can trigger young consumers' pursuit of personality and showoff psychology,thereby building self-identity.Finally,from the perspective of consumer culture theory,this article argues that the essence of the phenomenon that Chinese national brands are being sought after again by consumers is the realization of consumer symbol identity and individualized consumer culture.However,under the guidance of the business wave,the prevalence of this consumer culture will lead to the problems of suboptimal,misinterpreted cultural connotations,and overflowing feelings of Chinese national brands,which will affect the continuation and regeneration of brand values.For young consumers,Consumerism will cause a crisis of identity and excessive pursuit of conspicuous consumption,and even mislead young people's correct consumer attitudes.This article will objectively review and reflect on these issues,and try to provide some practical suggestions for the innovation and continued development of our national brand.