The rise of Guochao (国潮, national tide) trend has become one of the vital factors shaping Chinese consumer market today.

Guochao is not only about Chinese culture-inspired design elements, but more of a lifestyle trend that links with the spiritual life of the young Chinese consumers.

By understanding the Guochao trend, foreign brands can better understand the young Chinese consumers. How to adopt the trend and avoid misconception is a key to win Gen Zers’ heart.

Part 1 Understand Young Chinese Consumers – What is Guochao & Why is it becoming a trend? (background, elements)

Discussion: What is Guochao in your mind? Do you have any personal and impressive experience about the Guochao?

Part 2 How Can Foreign Brands Leverage Guochao? (marketing strategies, case studies)

Discussion: What makes a brand “Guochao”? Are there any brands setting good example in leveraging the Guochao trend to do marketing? What elements can foreign brands use to engage in the Guochao trend?

Part 3 Implications and Suggestions (The do’s and don’ts)

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