中国国潮趋势与消费民族主义的兴起一一对外国品牌的影响

Abstract

本文旨在探讨中国国潮现象与消费者民族主义的兴起，并分析其对外国品牌在中国发展的影响。随着中产阶级的壮大与新生代消费者的崛起，中国消费模式正逐渐由功能导向转向文化认同与情感驱动。国潮不仅是传统元素与现代设计的结合，更体现出文化自信与民族价值认同，使本土品牌由“追随者”成长为“引领者”。同时，在历史记忆、地缘政治和数字媒体的推动下，消费者民族主义不断升温，形成支持国货、抵制外货的社会氛围。在此背景下，华为、李宁等本土品牌通过技术创新和文化符号塑造取得优势，而耐克、H&M等外国品牌则因文化敏感度不足和舆论危机而遭遇挑战。研究表明，文化价值已成为品牌竞争的关键变量。外国品牌若欲在中国市场实现可持续发展，必须提升本土化能力，建立快速的危机应对机制，并在全球战略与本土实践之间实现平衡。

This paper examines the emergence of the Guochao phenomenon and the rise of consumer nationalism in China, analyzing their impact on the development of foreign brands in the Chinese market. With the expansion of the middle class and the rise of younger generations, Chinese consumption patterns have shifted from a functional orientation toward cultural identity and emotional drivers. Guochao represents not only the integration of traditional elements with modern design, but also an expression of cultural confidence and national value recognition, enabling domestic brands to transform from “Followers” into “Leaders” At the same time, consumer nationalism—fueled by historical memory, geopolitical tensions, and digital media—has continued to intensify, creating a social climate that favors domestic products while resisting foreign ones. Against this backdrop, domestic brands such as Huawei and Li-Ning have secured advantages through technological innovation and cultural symbolism, while foreign brands like Nike and H&M have faced challenges due to insufficient cultural sensitivity and recurring public opinion crises. The findings indicate that cultural value has become a critical variable in brand competition. For foreign brands to achieve sustainable growth in China, they must enhance localization capabilities, establish rapid crisis-response mechanisms, and strike a balance between global strategies and local practices.