A topic appeared on the hot search of Weibo: young people no longer easily pay for the "national tide", which triggered the attention of China Wine News.

According to relevant reports, since the second half of 2022, the magic of the "national tide" in the consumer field has gradually weakened, and consumers no longer buy the "national tide" premium. At the same time, the Baidu index also shows that in the past year, the popularity of "national tide" has been decreasing.

In the past five years, in the fierce competition and profound changes in the market, "national tide" is undoubtedly a landmark word leading the trend. However, in an instant, its limelight seems to have a convergence trend, which can not help but make people think: with the change of consumer attitudes, the rise of market saturation, the improvement of product quality and innovation ability, and the focus of brand cultural connotation no longer attract a new generation of young consumers.

Apparently not.

Because, compared with the cooling of the "national tide", the "new Chinese style" has a trend of barbaric growth.

In this case, wine innovation faces a key choice point: Should it continue to follow the pace of the "national tide" and adjust its strategy to cater to the gradually mature consumer aesthetic and purchasing habits? Or actively seek a breakthrough, with the "new Chinese" concept or other emerging concepts to guide the future consumption trend?

Let us first examine the reasons for the waning popularity of the "national tide". China Wine News found that some of China's trendy products have inflated prices, uneven quality, and some brands are too pursuit of short-term interests, ignoring long-term development problems, which have caused consumers are no longer as willing to pay for the high price of China's trendy products. Therefore, the pursuit of superficial fashion elements alone does not and cannot always impress consumers.

In addition, the rise of "new Chinese" traffic passwords can not be ignored. As an important trend indicator, the core of "New Chinese style" is to develop modern design around Eastern elements, which is the dismantling and re-integration of tradition. In the interview, many young consumers said that although the "new Chinese style" has removed the complexity and thickness of the traditional Chinese style, the simple but not simple innovation and expression is more consistent with the self-identification of contemporary young people.

Therefore, when the wine industry explores the concept of "new Chinese style", it is necessary to excavate and integrate the meeting point of traditional Chinese culture and modern lifestyle, and on this basis, create a new drinking scene, promote a unique drinking culture, and create a brand image and products with story and Oriental aesthetics. This attempt is not limited to the innovation of packaging design, but may also be reflected in the improvement of wine flavor, the expression of drinking methods and the upgrading of service experience.

In the final analysis, wine innovation is not simply to cater to market hot spots, but to find brand positioning, upgrade product structure on the basis of understanding the changes in consumer demand, and give play to brand leadership and influence in the process, through their own creativity and forward-looking perspective, to lead a new round of consumer fashion.