Today's young people are quite "traditional".

During the day, I was a hip-hop hipster with a dirty braid in Sanlitun, and at night I fell in love with Mr. Lu Xun in the TV series. Lujiazui white-collar workers who wear smart suits and high heels on weekdays may be frequent visitors to a Hanfu Culture Festival; It's not only floating and sinking in the strange circle of stepping on pits and planting grass in online celebrity shops, but also "really fragrant" for punching in museums and squatting on archaeological blind boxes. These seemingly fragmented and contradictory aspects of life reflect the true portrayal of contemporary youth: every young man's chest is more or less beating a heart that has spanned China for five thousand years.

when the traditional culture was pick up by the new youth, the market also directly set off a wave of "national tide". Big data also supports this trend: young people are embracing traditional culture.

in may, 221, the report "Baidu 221 national tide proudly searches for big data" showed that the search popularity of "national tide" related content increased by 528% in the past decade, and now the market has entered the national tide 3. era. Some high-quality domestic brands have completed brand upgrading in ten years, which really affects the consumption of young people.

how far-reaching is the impact? Consumption data proves everything. Young people know better than anyone what is the truth that "if you like it, you will be wild, and if you love it, you will spend money on it".

The 13th double 11 has come to an end. According to Tmall data, the total GMV of this year's Double Eleven Tmall platform is 54.3 billion, and its China fashion, time-honored brands and products related to non-legacy are exceptionally bright.

in the first hour of the first wave of sales on November 1st, the sales of 2 cutting-edge national fashion garments increased by nearly 1%;

The Hanfu market continues to be hot, and the sales of Hanfu brand Thirteen in the first wave of pre-sale is 2.7 times that of the same period last year;

After , the number and amount of people consuming pen, ink, paper and inkstone increased by more than 1% year-on-year, and the sales of "antique-grade" old brands such as Rong Baozhai, Shanlian Lake Pen and Li Tinggui doubled year-on-year;

Nearly 1 museums participated in the Double Eleven this year, and the museum's cultural and creative products broke out on the first day of sale, with a year-on-year surge of over 4%.

Soul's research on users in the station also confirmed this point. According to the "Soul”Z Generation Double Eleven Consumer Behavior Report" released by Soul, 4 out of 1 "Z Generation" prefer to buy domestic products.

Traditional culture not only invades the daily life of contemporary youth, but also provides an alternative "employment guide" for young people to choose a job.