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Domestic brands attract young consumers

Shu Qiuhong runs a store selling hanfu — the traditional clothing of the Han ethnic group — in Jinan, Shandong province.

Shu, a native of Southwest China’s Guizhou province, has a deep affection for traditional Chinese clothes 【小题1】 (date) back to her childhood. “I have become friends with many customers as we have   【小题2】 same hobbies. We often exchange views on style and 【小题3】 (produce) skills,” said Shu, adding that young consumers make up a big part of her clients.

Over the past few years, China   【小题4】 (see) a rapid increase in young consumers 【小题5】 (interest) in domestic brands and products that include traditional Chinese style and culture, a trend known as guochao (国潮).

In China, there around 260 million people born between 1995 and 2009, 【小题6】 are often called “Generation Z”. 【小题7】 (bring) up in a different environment from their elders, they have witnessed China’s rise as a 【小题8】 (globe) economic powerhouse and formed a brand-new 【小题9】 (consume) concept.

Beijing’s Palace Museum has been at the forefront of the nationwide guochao trend, with lipsticks and blushes (胭脂) engraved with traditional Chinese patterns being the bestsellers all the year around. These products have proven very popular 【小题10】 Generation Z consumers.