Part 5/9:

While price is an important factor, it's not the sole driver. Consumers are increasingly valuing products that align with their cultural identity and aesthetic preferences—ushering in what's called the guow or “national wave” trend. This movement celebrates traditional Chinese culture and design, elevating the perception that Made-in-China products can be of high quality, stylish, and rooted in national pride.

Pandemic Acceleration and Digital Innovation

The COVID-19 pandemic acted as a catalyst for this cultural and market evolution. With lockdowns in place, many local brands quickly shifted their focus online to connect with consumers. In China, Gen Z spends at least six hours daily on their smartphones, making digital platforms critical for brand exposure and sales.