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0Culture a winner for cosmetics brands
传统文化成为化妆品牌宠儿
Domestic firms find younger shoppers drawn to products that incorporate traditional associations
国内化妆品公司发现，年轻消费者更青睐于蕴含传统文化元素的产品
With buying power rising among young, heritage-minded consumers, domestic cosmetics brands are winning hearts with guochao — a trend that is seeing younger buyers drawn to products with Chinese cultural elements.
随着年轻、注重传统文化的年轻一代消费者购买力的上升，国内化妆品牌正在通过“国潮”赢得他们的青睐，国潮趋势下，年轻消费者青睐于蕴含中国传统文化元素的产品。
In one case, brands are embracing solar term or jieqi marketing, a concept based on China's ancient calendar, incorporating elements of lunar and solar calendars, which divides the year into 24 periods. This type of marketing is used to inject a sense of nature into beauty routines.
其中，各品牌正积极进行“节气营销”，基于中国农历，加入阴历和阳历的元素，将一年分为24节气，该营销方式被用来为消费者的美妆日常营造自然感。
Grain Rain, a Chinese skincare brand, is inspired by the eighth solar term, guyu, referring to early crops, which starts around April 20. It was accompanied by a spring-inspired marketing campaign represented by actress Zhou Dongyu in April 2022. It uses the solar term's traditional association with picking herbs to reinforce the label's herbal skincare branding.
中国护肤品牌“谷雨”就是受到第八个节气的启发（谷雨开始于4月20日前后，指代作物新种）。2022年4月，受到春天的启发，该品牌采取营销活动，由演员周冬雨代言。通过节气与草药采收之间的传统联系，该品牌进一步强化了草本护肤的产品定位。
That numerous brands are using the ancient calendar as a seasonal marker reflects a broader revival in China of heritage-related products, especially among younger consumers.
大量品牌正把农历用作季节标识，这反映出在中国，尤其是年轻消费者中，文化传统相关产品的复兴趋势更加普遍。
"We have always integrated culture with cosmetics and combined traditional Chinese culture with fashion. Solar terms, as an excellent part of traditional culture, represent Chinese customs and lifestyles, so integrating solar terms into our products was not done on a whim. We aren't doing it for a short-term connection with consumers. It's a long-term thing we are doing," said Lin Zengsheng, branding director of Huaxizi.
“我们一直将文化与化妆品相融合，将中国传统文化与时尚相结合。节气作为传统文化的重要组成部分，代表着中国的习俗和生活方式，因此将节气融入我们的产品并非一时兴起。我们不是为了与消费者建立短期联系而这么做，这是一个长期的规划。”花西子品牌总监林曾生（音译）表示。
Generation Z — those born from the mid-to-late 1990s and into the 2000s and a major consumer group — is being affected by the country's cultural renaissance and the development of the internet. They are more independent in their choices and have a greater sense of national identity, experts said.
专家表示，受到国家文化复兴和互联网的发展的影响，Z世代——即出生于1990年代中后期到2000年代的消费者群体更加独立地做出选择，并具有更强的民族认同感。
With the rise of guochao, and the influence of the expansion of China's manufacturing ability, consumers are showing an increased preference for domestic cosmetics brands, according to a recent report issued by consulting firm Ernst & Young. Although China's high-end cosmetics market has been dominated for a number of years by international brands, the market influence of homegrown brands has been rapidly rising.
根据咨询公司安永发布的最新报告，随着国潮的兴起，并受到中国制造能力扩张的影响，消费者对国内化妆品品牌愈加青睐。尽管多年来中国高端化妆品市场一直被国际品牌所主导，但本土品牌的市场影响力正在迅速上升。
A white paper issued by Tencent Inc states that domestic cosmetics companies have a market share of 56 percent. It said 60 percent of surveyed consumers prefer to purchase domestic cosmetics brands, while 42 percent had a strong willingness to make repeat purchases of those brands.
腾讯公司发布的一份白皮书显示，国内化妆品公司的市场份额达56％。它表示，60％的受访消费者更喜欢购买国内化妆品品牌，而42％的消费者表示又强烈愿意再次购买这些品牌。
In China's third-tier and smaller cities, the penetration rate of domestic cosmetics surpasses 90 percent, and the growth rate of lip balm and lipstick sales has been over 60 percent for two consecutive years, according to a report launched by Juhuasuan, the group-buying arm of e-commerce giant Alibaba.
根据电商巨头阿里巴巴集团团购业务聚划算发布的一份报告，中国三线及以下城市国内化妆品市场渗透率超过90％，唇膏和口红销售增长率连续两年超过60％。
