CHINESE GUOCHAO PRODUCTS STRENGTHENING AS MARKET NICHE – BUT YET TO CHALLENGE INTERNATIONAL BRANDS IN CHINA
June 1st, 2021
China’s ‘guochao’ trend is picking up ever more steam, and observers warn that it might push foreign clothing brands’ China sales out of the comfort zone before long.
Guochao, which literately translates into ‘national tide’, is mainly captivating China’s Generation Z, whose expenditure accounts for 13% of average household income, compared with 4% in France and Germany, according to a survey cited by the South China Morning Post in April. (1)
“When the Coronavirus pandemic unfolded in 2020 and everybody blamed China, the Chinese felt ...
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