A Study On The Culture Building Of The New Chinese Brand In The Third Wave Of Chinese Products (2015-Present)

In recent years,with the rapid development of China’s economy,the consumption behavior of the people has gradually shifted from simple material consumption to spiritual consumption.The concept of "cultural self-confidence" emphasized by the central government has also gradually taken root in people’s hearts.Nowadays,consumers are no longer satisfied with the consumption of goods themselves,but also pay attention to the brand culture behind the products when making purchases.Consumption concepts such as "supporting domestic products" and "national trend consumption" have gradually become popular,which has even led to the third wave of domestic product trends in modern Chinese history.In this wave,many "new domestic product" brands have been born,and their brand concepts and brand culture shaping are quite different from the previous two waves of domestic product trends in modern China.Even many brands born in the previous two waves have started anew,riding the third wave to promote new brands or reshape old ones.This article uses methods such as textual analysis and case study to conduct a case study on the brand culture shaping of new domestic product brands and explore their elements and methods of brand culture shaping.The study found that when shaping the brand culture of new domestic products,their cultural roots cannot be separated from two cultural elements.One is "Chinese traditional culture",which is the decisive factor for the brand to be a "domestic product".The other is "youth subculture",which is the source of "newness".As new domestic product brands born in the third wave of domestic product trends,both are indispensable.These two cultural elements determine the brand’s cultural tone and development direction.Chinese traditional culture is generally manifested as visual elements and design elements on the product’s appearance,presenting it in a "Chinese style" or "national trend style" to allow consumers to intuitively feel the cultural belonging that the brand wants to express.The youth subculture is mainly reflected in the brand’s product category and marketing communication methods,which are not as intuitive but can be felt by consumers.After briefly describing the history of domestic product trends in modern China,this study disassembles the common brand culture of the new domestic product brands born in the third wave of domestic product trends and separately studies the constituent elements and application of Chinese traditional cultural elements in brand culture shaping,as well as the birth,development,and later incorporation of youth subculture by brands.After clarifying the two fundamental cultures,this study introduces the high-end sports fashion brand "LI-NING1990" launched by the well-known domestic product brand Li Ning Group,and conducts a detailed analysis of its self-shaping of brand culture from product appearance design,brand spirit core,and other aspects through a detailed case study method.Next,it further assesses the brand’s brand culture communication strategy.It was found that as a new domestic product brand born in the third wave of domestic product trends,it strictly followed the popular successful path in shaping its brand culture,incorporating the above two cultural elements into the brand culture genes.Finally,based on the previous case study,this study analyzes the existing problems in the current brand culture shaping of new domestic product brands,points out the problems that may be caused or have been encountered when integrating the above two cultural elements,and the problems that exist in the entire market,such as lack of long-term planning,insufficient originality in design,and the prevalence of copycatting and plagiarism.It also puts forward constructive suggestions on how to shape the brand culture of new domestic products for specific problems.