‘차이나 시크(China-Chic)’ 애국주의 소비문화 현상이 화장품 시장에 미친 영향 -화시즈 기업을 중심으로

Abstract

The purpose of this paper is to investigate the impact of the patriotic consumer culture trend known as “China Chic” on the Chinese industrial market, particularly among the generation of 2030. Moreover, it aims to identify alternative strategies Korean cosmetic companies can use to penetrate the Chinese market. There has been a notable emergence of the “China Chic” trend, which promotes patriotic consumption. This trend combines traditional Chinese culture with modern and global styles to create a patriotic and authentic feeling that resonates with Chinese consumers. This strategy is supported by Chinese government policies regarding manufacturing and branding and incorporates cultural elements to appeal to consumers and promote brands. Moreover, it is noteworthy that the “China Chic” trend among consumers, which emphasizes traditional Chinese cultural elements, is a phenomenon where patriotic sentiments and national confidence of Chinese consumers are distilled into cultural elements and humanistic values. In order to achieve the desired results, first, it is necessary to utilize China's largest e–commerce platforms, Taobao and Jingdong, major channels for purchasing products and services in the 20s and 30s, as well as having a clear understanding and use of social media platforms such as Douyin and Xiaohongshu, platforms for short content platforms. Secondly, rather than leveraging China's commercial district, a marketing strategy should be formulated based on evaluating consumer tastes and preferences, taking into account factors such as age, gender, economic power, as well as climate. Finally, they recommended a reexamination of cosmetic revision laws in accordance with China's NMPA regulations and reregistration of product information.