新中式风潮的崛起，中国消费与社交媒体平台趋势解读

In recent years, the rise of 'New Chinese Style' as a fashion trend in China has been strong. With 'Generation Z' and other young demographics becoming the main consumer base, their reevaluation and acceptance of traditional culture have led them to favor the integration of traditional and modern designs. This has driven the development of New Chinese Style across various fields including fashion, cuisine, home décor, cosmetics, tourism, and personal growth.

Data source from :iimedia

Market Data and Development Potential

In 2023, the market size of the national trend economy reached 2,051.74 billion yuan, and it is expected to exceed 3,000 billion yuan by 2028. Brands cater to young consumers' pursuit of a relaxed and beautiful life through innovative designs and rich cultural elements, promoting the modern expression of traditional culture.

In general, young consumers drive the popularity and development of the New Chinese style trend by expressing their recognition and love for traditional culture. The New Chinese style trend not only reflects changes in consumer trends but also modernizes traditional culture. This trend shows significant market potential and widespread influence across various fields, serving as an important manifestation of cultural confidence and economic development.

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Firstly, the growth of the global economy has increased consumer purchasing power with young consumers seeking uniqueness and personalization. In addition, the awakening of national culture and a renewed appreciation, love, and pride for traditional culture have grown. The pursuit of high-quality products and services rich in cultural significance has made the New Chinese style a fashion trend

Age Distribution of Consumers Interested in New Chinese Style in 2024,

Data source from “hongcan industrial research”

Secondly, the integration of modern design concepts with traditional Chinese elements, along with advancements in craftsmanship, has made New Chinese products align with modern aesthetics and functional needs. Many brands have successfully met market demands through innovation and rich cultural content, driving the development of the New Chinese trend. The rapid spread and powerful influence of social media have further accelerated the popularity of New Chinese style among young people, becoming a cultural phenomenon and gradually integrating into daily life.

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Social media plays a key role in driving the new trend

Social media platforms such as WeChat, Weibo, Douyin, and Kuaishou have become the primary channels for spreading the New Chinese Style trend. Users engage through sharing, liking, commenting, and other interactions, rapidly disseminating the trend. Additionally, numerous Key Opinion Leaders (KOLs) and content creators contribute by posting fashion, home decor, food, travel, and meditation content related to New Chinese Style. This stimulates fan interest and followership, resulting in strong brand influence and the ability to create and guide popular trends. Social media also provides a direct communication channel for brands and consumers, better meeting market demands and improving sales conversion rates.

Mid-tier KOLs are the core strength of each platform, Data source from Topklout research

The analysis of KOL fans on five major platforms

The KOL fan dynamics on the five major platforms (Douyin, Xiaohongshu, Kuaishou, Weibo, and Bilibili) exhibit significant trends. Specifically, on Douyin, the Top 10 KOLs in various categories have surpassed 60% for the first time, with humor and food-related content dominating. Kuaishou has seen increased contributions from gaming and humor-related categories. Weibo maintains an advantage in entertainment, fashion, and beauty categories. Xiaohongshu’s main fan-contributed categories are beauty, fashion, and food. Bilibili remains a hub for gaming and anime fans, with growing expertise in knowledge sharing and music-related content.

Contribution of 2023 Top 10 Niche KOLs to Total Followers on Douyin (Chinese Tiktok),

Data source from:Topklout

In the top 10 verticals on these platforms, about 70% of fans are concentrated. The proportion of vertical KOLs in humor, emotions, and lifestyle categories continues to grow, driving an increase in the number of fans and diversification of content. Regarding KOL fan demographics, they are mainly concentrated in the southeastern coastal and central populous provinces. Among them, the user structure of Xiaohongshu and Bilibili is relatively young, with nearly 70% of users aged 19-3.

The new Chinese style trend also brings various business opportunities for foreign companies, such as incorporating modern and Chinese elements in design, development, as well as experiences across different fields. Selectively utilizing trend analysis of the above social media platforms for promotion will undoubtedly enhance conversion rates while fostering the collision of Eastern and Western cultures and inspirations, boosting global market influence.

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