Research Article
Empirical Research on the Reasons Behind the Prosperity of China-Chic
@INPROCEEDINGS{10.4108/eai.9-12-2022.2327744, author={Huiyan Huang}, title={Empirical Research on the Reasons Behind the Prosperity of China-Chic}, proceedings={Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China}, publisher={EAI}, proceedings_a={MSIEID}, year={2023}, month={3}, keywords={china china-chic cultural confidence}, doi={10.4108/eai.9-12-2022.2327744} }- Huiyan Huang
Year: 2023
Empirical Research on the Reasons Behind the Prosperity of China-Chic
MSIEID
EAI
DOI: 10.4108/eai.9-12-2022.2327744
Abstract
The newly coined word “China-Chic”, which has been prevailing since 2018, refers to the “representation of Chinese culture and aesthetics offered by homegrown Chinese brands.” It is also a means for Generation Z to express their distinct identities and personalities. This paper examines the driving factors behind the boom of China-Chic from the supply and demand side “4P” model – place, price, promotion, and product. By using data provided by the Chinese National Bureau of Statistics and sales statistics of China-Chic brands’ flagship stores, the paper is able to construct a Student’s t-test, a regression model, and a SARIMA model. With the aid of statistical models, the paper found that incorporating China-Chic into a brand image and/or product design creates a positive effect on the sale of the product. The paper also found that, on the demand side, increasing level and cultural confidence and purchasing power among Chinese consumers facilitate the boom of China-Chic. Besides, the thriving e-commerce on social media provides an innovative and cost-saving channel for China-Chic brands, which helped the firms to reach a high level of social recognition in a short period.