简体中文
Quick Login
  • Apply for MBA
  • Apply for Finance MBA
  • Apply for EMBA
  • Apply for Global EMBA
  • Apply for HEMBA
  • Apply for DBA
  • Apply for Executive Education
  • CEIBS iCampus
  • Transcript & Certificate
简体中文
Quick Login
  • Apply for MBA
  • Apply for Finance MBA
  • Apply for EMBA
  • Apply for Global EMBA
  • Apply for HEMBA
  • Apply for DBA
  • Apply for Executive Education
  • CEIBS iCampus
  • Transcript & Certificate
  • Programmes
    • Programmes Overview
    • MBA
      • Introduction
      • Programme Overview
        • Curriculum
        • One-Year Option
        • Coordinated Degrees
        • Strategy Project
        • China Modules
        • Overseas Modules
        • Int'l Exchange
        • Watch Online Lectures
      • Our Faculty
      • Campus Life
        • Class Profile
        • Student Life
        • Student Ambassadors
        • Student Stories
        • Student Committee
        • Mentoring Programme
      • Career Prospects
        • Career Support
        • Latest Career Report
        • Success Stories
        • Alumni Career Support
        • Recruiters
        • Visiting Leader Executive Coaching
      • Admissions & Financial Aid
        • Requirements
        • Application Process
        • Expenses & Financial Aid
        • Overseas Applicants
        • Living at CEIBS
      • CEIBS MBA Deferred Admission
      • Upcoming Events
      • Pre-MBA Camps
      • Campus & Location
      • FAQ & Contact Us
        • Common Questions
        • Get in Touch
    • Finance MBA
      • Introduction
      • Programme
        • Curriculum Structure
        • Mentoring Programme
        • F4 Series
      • Our Students
        • Class Statistic
      • Admissions
        • Admission Announcement
        • Application Requirements
        • Application Procedure
        • Tuition & Fees
      • Faculty
      • FAQ
      • Contact FMBA
    • MiM (Switzerland)
    • Executive MBA
      • Global EMBA
        • Introduction
        • Programme
          • Programme Design
          • Programme Structure
          • Teaching Arrangements
          • Faculty & Research
        • Admissions
          • Application Process
          • Evaluation
          • Tuition & Financial Support
        • Our Students
          • Class Profile
          • Alumni Community
        • Faculty Insights
        • Admission Events
        • Video Library
          • Infosessions
          • Online Lectures
        • GEMBA FAQ
        • Contact GEMBA
      • EMBA in Chinese
        • Programme
          • Overview
          • World-class Faculty
          • Curriculum Structure
        • Our Students
        • Admissions
          • Application Process
          • Tuition & Fees
        • Contact Us
      • HEMBA
        • Introduction
          • Overview
          • Partners
          • Curriculum
          • Professors
        • Admissions
          • Application
          • Evaluation
          • Tuition
        • News & Events
        • Contact Us
    • DBA (Switzerland)
    • PhD
      • Introduction
      • Supervisors
      • Admissions
      • Bulletin
      • Contact Us
    • Executive Education
      • Introduction
      • Open Enrolment Programmes
        • All
        • C-suite Series
        • General Management
        • Family Business
        • Strategy
        • Finance and Accounting
        • Leadership
        • Operations Management
        • Negotiation and Decision-making
        • Organisation and Management
        • Marketing and Sales
        • Digitalisation
        • Industry Programmes
        • Alumni Status Programmes
        • Entrepreneurship
      • Find Your Programme
      • Company Specific Programmes
      • FAQ
      • Contact Us
      • Download
      • Applicant Services Centre
    • Entrepreneur Camp
      • Programmes
        • Entrepreneurial Leadership Camp
        • Venture Capitalist Camp
      • Admissions
        • Entrepreneurial Leadership Camp
        • Venture Capitalist Camp
      • Faculty & Guest Speakers
      • Contact Us
    • Programmes in Zurich
    • Programmes in Accra
      • Introduction
      • Global Executive MBA
      • Executive Education
        • About Exec Ed
        • ODP Programme
        • WELA Programmes
        • AMP Programme
        • CEIBS Difference
        • Exec Ed FAQ
      • Visit Us
      • Brochures Download
      • Contact Us In Africa
  • Faculty & Research
    • Faculty Profiles
      • All
      • By Department
      • Distinguished Faculty
      • Faculty Emeritus
      • Other Faculty
    • CEIBS Research
      • Research Publications
        • Working Papers
        • Books
        • Research Reports
        • Real Situation Learning Method
        • CEIBS Institutional Repository
        • CEIBS Knowledge
        • Audio & Video
      • Seminars/Conferences
        • Forums
        • Seminars
        • Symposiums
      • Research & Case Centres
        • Research Areas
        • Research Centres
        • CEIBS Think Tank
        • Case Centre
        • CEIBS Lujiazui International Institute of Finance
        • Teaching and Research Bases
      • Newsletters & Announcements
        • CEIBS Quarterly Newsletters
        • Faculty Awards
    • Thought Leadership
    • Faculty Positions Open
    • International Fellowship Programme
  • Alumni
    • Global Network
      • Introduction
      • Alumni Chapters
      • Alumni Clubs/Associations
    • News and Stories
      • Alumni News
      • Alumni Stories
      • TheLINK
        • TheLINK Home
        • Archive
        • Contact TheLINK
    • Alumni Services
      • CEIBS iCampus User Guide
      • Transcript & Certificate
      • Frequently Asked Questions
      • Alumni App Download
    • Alumni Lifelong Learning
    • Alumni Activities
    • Give to CEIBS
      • CEIBS Education Foundation
      • Our Giving Projects
    • Contact Us
  • About Ceibs
    • Introduction
      • Establishment
      • Presidents' Message
      • Milestones
      • Management Committee
      • International Advisory Board
      • Corporate Advisory Board
    • Rankings & Accreditation
    • Media Centre
      • News
      • Media Coverage
      • CEIBS Stories
      • Audio & Video
      • CEIBS Newsletter
      • Media Contact
      • Social Media
      • CEIBS Teddy
    • Upcoming Events
    • CEIBS ESG
    • Support Us
      • Founding Members
      • Our Giving Projects
    • Partner Schools
    • Careers
    • Contact Us
  • Library
    • Library Home
    • About the Library
    • Database
    • Research Tools
    • Institutional Repository
    • Guides
    • Services
    • Events
    • Library FAQ
    • Contact Us
  • Locations
    • Shanghai
    • Beijing
    • Shenzhen
    • Zurich
    • Accra
  • Programmes
    • Programmes Overview
    • MBA
      • Introduction
      • Programme Overview
        • Curriculum
        • One-Year Option
        • Coordinated Degrees
        • Strategy Project
        • China Modules
        • Overseas Modules
        • Int'l Exchange
        • Watch Online Lectures
      • Our Faculty
      • Campus Life
        • Class Profile
        • Student Life
        • Student Ambassadors
        • Student Stories
        • Student Committee
        • Mentoring Programme
      • Career Prospects
        • Career Support
        • Latest Career Report
        • Success Stories
        • Alumni Career Support
        • Recruiters
        • Visiting Leader Executive Coaching
      • Admissions & Financial Aid
        • Requirements
        • Application Process
        • Expenses & Financial Aid
        • Overseas Applicants
        • Living at CEIBS
      • CEIBS MBA Deferred Admission
      • Upcoming Events
      • Pre-MBA Camps
      • Campus & Location
      • FAQ & Contact Us
        • Common Questions
        • Get in Touch
    • Finance MBA
      • Introduction
      • Programme
        • Curriculum Structure
        • Mentoring Programme
        • F4 Series
      • Our Students
        • Class Statistic
      • Admissions
        • Admission Announcement
        • Application Requirements
        • Application Procedure
        • Tuition & Fees
      • Faculty
      • FAQ
      • Contact FMBA
    • MiM (Switzerland)
    • Executive MBA
      • Global EMBA
        • Introduction
        • Programme
          • Programme Design
          • Programme Structure
          • Teaching Arrangements
          • Faculty & Research
        • Admissions
          • Application Process
          • Evaluation
          • Tuition & Financial Support
        • Our Students
          • Class Profile
          • Alumni Community
        • Faculty Insights
        • Admission Events
        • Video Library
          • Infosessions
          • Online Lectures
        • GEMBA FAQ
        • Contact GEMBA
      • EMBA in Chinese
        • Programme
          • Overview
          • World-class Faculty
          • Curriculum Structure
        • Our Students
        • Admissions
          • Application Process
          • Tuition & Fees
        • Contact Us
      • HEMBA
        • Introduction
          • Overview
          • Partners
          • Curriculum
          • Professors
        • Admissions
          • Application
          • Evaluation
          • Tuition
        • News & Events
        • Contact Us
    • DBA (Switzerland)
    • PhD
      • Introduction
      • Supervisors
      • Admissions
      • Bulletin
      • Contact Us
    • Executive Education
      • Introduction
      • Open Enrolment Programmes
        • All
        • C-suite Series
        • General Management
        • Family Business
        • Strategy
        • Finance and Accounting
        • Leadership
        • Operations Management
        • Negotiation and Decision-making
        • Organisation and Management
        • Marketing and Sales
        • Digitalisation
        • Industry Programmes
        • Alumni Status Programmes
        • Entrepreneurship
      • Find Your Programme
      • Company Specific Programmes
      • FAQ
      • Contact Us
      • Download
      • Applicant Services Centre
    • Entrepreneur Camp
      • Programmes
        • Entrepreneurial Leadership Camp
        • Venture Capitalist Camp
      • Admissions
        • Entrepreneurial Leadership Camp
        • Venture Capitalist Camp
      • Faculty & Guest Speakers
      • Contact Us
    • Programmes in Zurich
    • Programmes in Accra
      • Introduction
      • Global Executive MBA
      • Executive Education
        • About Exec Ed
        • ODP Programme
        • WELA Programmes
        • AMP Programme
        • CEIBS Difference
        • Exec Ed FAQ
      • Visit Us
      • Brochures Download
      • Contact Us In Africa
  • Faculty & Research
    • Faculty Profiles
      • All
      • By Department
      • Distinguished Faculty
      • Faculty Emeritus
      • Other Faculty
    • CEIBS Research
      • Research Publications
        • Working Papers
        • Books
        • Research Reports
        • Real Situation Learning Method
        • CEIBS Institutional Repository
        • CEIBS Knowledge
        • Audio & Video
      • Seminars/Conferences
        • Forums
        • Seminars
        • Symposiums
      • Research & Case Centres
        • Research Areas
        • Research Centres
        • CEIBS Think Tank
        • Case Centre
        • CEIBS Lujiazui International Institute of Finance
        • Teaching and Research Bases
      • Newsletters & Announcements
        • CEIBS Quarterly Newsletters
        • Faculty Awards
    • Thought Leadership
    • Faculty Positions Open
    • International Fellowship Programme
  • Alumni
    • Global Network
      • Introduction
      • Alumni Chapters
      • Alumni Clubs/Associations
    • News and Stories
      • Alumni News
      • Alumni Stories
      • TheLINK
        • TheLINK Home
        • Archive
        • Contact TheLINK
    • Alumni Services
      • CEIBS iCampus User Guide
      • Transcript & Certificate
      • Frequently Asked Questions
      • Alumni App Download
    • Alumni Lifelong Learning
    • Alumni Activities
    • Give to CEIBS
      • CEIBS Education Foundation
      • Our Giving Projects
    • Contact Us
  • About Ceibs
    • Introduction
      • Establishment
      • Presidents' Message
      • Milestones
      • Management Committee
      • International Advisory Board
      • Corporate Advisory Board
    • Rankings & Accreditation
    • Media Centre
      • News
      • Media Coverage
      • CEIBS Stories
      • Audio & Video
      • CEIBS Newsletter
      • Media Contact
      • Social Media
      • CEIBS Teddy
    • Upcoming Events
    • CEIBS ESG
    • Support Us
      • Founding Members
      • Our Giving Projects
    • Partner Schools
    • Careers
    • Contact Us
  • Library
    • Library Home
    • About the Library
    • Database
    • Research Tools
    • Institutional Repository
    • Guides
    • Services
    • Events
    • Library FAQ
    • Contact Us
  • Locations
    • Shanghai
    • Beijing
    • Shenzhen
    • Zurich
    • Accra
Make an Enquiry

CEIBS 30th Anniversary Exhibition of Educational Achievements

相关推荐

  • 2025-05-09 EU Ambassador to China Jorge Toledo quoted by Bloomberg whilst speaking at CEIBS event to mark 50th anniversary of China-EU relations
  • 2025-05-09 EU Ambassador to China Jorge Toledo, speaking at CEIBS’ event to mark 50 years of EU-China relations, quoted by the Financial Times saying European companies do not enjoy an even playing field with their local counterparts
  • 2024-12-05 Italian football legend Franco Baresi to appear at CEIBS Shanghai campus, reports South China Morning Post
  • 2024-09-09 CEIBS mentioned in Financial Times article on European business schools expanding their global presence
  • 2024-05-24 Remarks made by former China Finance Minster Lou Jiwei’s speech at CEIBS campus quoted by South China Morning Post

Breadcrumb

  • Home
  • About Ceibs
  • Media Centre
  • Media Coverage
Monday, May 10, 2021

“中国品牌日”,这届年轻人为何主动拥抱“国潮”?

Back
Printer Friendly Page
Share to:

5月10日是第5个“中国品牌日”。五年过去,中国的消费市场正在发生翻天覆地的改变:带着国风的李宁登上了纽约时装周,新国货营销玩法多样……

面对近几年涌现的“国潮热”,中欧国际工商学院市场营销学教授王高认为,这种趋势的出现其实是从制造端、供给端到消费端完美匹配的结果。国货的崛起依托于中国多年积累的完整的产业集群,同时又恰逢电商与社交媒体的兴起。

但更重要的是,国内消费主力群体出现了迭代,更具支付能力也更有个性的“Z世代”(指1995-2009年间出生的人)走向舞台中央。是否是国际大牌已不再是他们考虑的主要因素,个性、好玩、有颜值、有故事等感性需求形成了他们的新消费观,而国产品牌恰恰把握住了新一代的红利。

“国潮热”背后消费主力的改变

“国潮”,从广义角度来讲,满足了消费者民族自信、文化认同、社会认同等本质需求的升级,是部分中国企业实现“品牌力”接近或赶超国际品牌所引发的长期消费趋势。

随着90后、00后逐渐成熟,他们自然地成了国内消费市场的主力军。那么,这些被称作“Z世代”的群体,与过去几代年轻人有何不同?

第一,具有更强的购买力。一般来说,这些年轻人有自己的收入。即便没有收入,他们的父母和家人也会支持他们。所以,他们购买力并不是问题,且相较于过去更强。

第二,拥有更丰富的物质生活。与过往的几代年轻人相比,现在的年轻人从一出生就接触到各种各样的国内外品牌,跨国品牌对他们来说只是普通的生活消费品。因此,他们对国际品牌并没有过去几代人那种“仰视”的态度。

第三,追求更个性化的表达。因为支付能力提高和物质水平丰厚,“Z世代”的年轻人更加注重自己的个性需求。他们比过往几代人更加自信,不仅拥有独立判断能力,也对品质有一定要求,因此在消费时会更加注重个性表达,也更希望拥有专属于他们的东西。

真正考虑到这群年轻人需求独特性并做出反应的,恰恰是中国企业。最典型的例子就是“国潮鼻祖”李宁,这个国产运动品牌在2018年首登纽约时装周,其中国风与运动潮流的结合给人留下深刻印象。

供应链、社交、电商,“国潮”兴起正当时

在今天,中国消费市场的需求端和供给端都在发生变化,这个变化的出现仅靠品牌营销是远远不够的,它还要有强大的硬件基础作为支撑。

凭借40多年的市场开放,中国成为众多国际大牌的“超级工厂”。经过长期发展,中国许多行业的上下游形成了完整的产业链,拥有强大的产业集群。因此,国产企业只要想做产品,只要拥有好的想法,能够拿出设计方案,就可以生产出产品来。

比如,某个国产电动牙刷品牌,外观设计很有趣,比如有一款采用了皮卡丘的经典形象,十分吸引年轻人。更重要的是,这个品牌在质量上也不输国际大牌,它可以与在中国拥有大量代工厂的国际品牌飞利浦共享供应链。

国货崛起的另一个条件则是互联网的发展。一方面,中国发达的电商正在改变传统的销售方式。过去,一家生产商无法自己卖货,它需要通过不同的渠道,比如超市、商场等进行销售,而渠道本身十分昂贵。现在,生产商可以通过电商绕过渠道,直接将产品卖给消费者。

另一方面,在移动互联网时代,受“Z世代”追捧的社交媒体正在形成新的营销方式。现在,国内企业可以通过社交媒体、直播带货等方式,以较小的投入撬动营销,而不用再请价格昂贵的广告公司去做创意和投放,并且可以直接影响消费者。

当然,“国潮”选择迎合消费者感性层面的需求,在获得成功的用时,也具有很大风险,因为消费者很可能会喜新厌旧。比如今天的某个爆款,明天就可能无人问津。因此,如何保持品牌生命力并且持续推陈出新,是国产品牌需要解决的难题。一旦走上这条发展之路,就要像时尚产业那样,时变时新,有足量的产品推向市场。这对企业来说是一个长久的考验。

来源:上观新闻
作者:侍佳妮 李琼

Prev | Next

CONNECT WITH CEIBS

WeChat
PRIVACY POLICY MAKE AN ENQUIRY 30th Anniversary CEIBS iCampus Webmail

CAMPUSES AND LOCATIONS

  • SHANGHAI
  • BEIJING
  • SHENZHEN
  • ZURICH
  • ACCRA
699 Hongfeng Road, Pudong, Shanghai 201206, P.R.C. ( Virtual Reality Campus Tour | Map | Campus Layout )
Tel:+86-21-2890 5890
Admissions Hotline:+86-21-2890 5588
Email:info@ceibs.edu
Make an Enquiry
MORE DETAILS
Building 20, Zhongguancun Software Park, 8 Dongbeiwang West Road, Haidian District, Beijing 100193, P.R.C ( Map )
Tel:+86-10-8296 6600
Email:info@ceibs.edu
Make an Enquiry
MORE DETAILS
142 Zimao St., Qianhai Cooperation Zone, Shenzhen 518066, P. R. C.
Tel:+86-755-3699 5111
Email:info@ceibs.edu
Make an Enquiry
MORE DETAILS
Zurich Campus, CEIBS Switzerland AG, Hirsackerstrasse 46, P.O. Box, CH-8810 Horgen
Tel:+41 44 728 99 86
Email:info.zh@ceibs.edu
Website:https://europe.ceibs.edu/
Make an Enquiry
MORE DETAILS
5 Monrovia Road, East Legon, Accra, Ghana
Tel:+233 544315238; +233 302745944
Nigeria Office,
No.2 Louis Solomon street, Victoria Island, Lagos, Nigeria
Tel: +234 7068105054
Email:africaprogram@ceibs.edu
Website:https://www.ceibs.edu/africa
Make an Enquiry
MORE DETAILS

Copyright © 2025 China Europe International Business School.   沪ICP备12032981号    1沪公网安备 31011502016087号