The Yeungnam Observer introduced ‘China e-commerce’ in Issue No.371. It highlighted how Koreans are consuming China’s products through e-commerce these days. On the other hand, Chinese consumers show unique actions known as ‘Guo Chao’ or ‘China chic.’ Guo Chao combines the words ‘guo,’ meaning China, and ‘chao,’ which implies a trend. China chic refers to Chinese-style products such as precious metals and fashion. It reflects the national consumption tendencies of China’s younger generation.
The reasons for consuming national products include the increasing ethnic confidence and cultural identity among the younger generation. According to a 2022 survey by iiMedia Research, 78.6% of consumers think guo chao beauty is attractive. Additionally, 49.6% believe that guo chao products cater to customers seeking individualization.
Guo chao products such as cosmetics, toys, and electronics are gaining popularity. Pinku has gained attention for its traditional designs in toys. Huawei’s product consumption has also increased. Cosmetics, especially color cosmetics, are among the most prominent guo chao products due to their high trendiness. The share of color cosmetics sales in e-commerce rose from 28% in 2016 to 54% in 2022. In the past, the quality of Chinese cosmetics varied significantly; however, recently it has improved dramatically. This improvement is primarily due to the influence of the Korean cosmetics industry on China.
What is the reason for this phenomenon? The U.S.-China conflict plays a significant role. This conflict has intensified nationalistic consumption trend. One goal was to revive the Chinese economy. Additionally, the significant improvement in Chinese product quality during the COVID-19 pandemic has contributed to this trend.
What is the influence of guo chaos and China chic on Korea? Chinese e-commerce is widely used in Korea, increasing sales of high-demand products like color cosmetics. Guo chao has come in reverse. Sales at duty-free shops in Korea have decreased as more Chinese consumers often use their country’s cosmetics. This decline is due to a decrease in ‘daigou’ which refers to a wholesale dealer who purchases goods in Korea and sells them in China. In addition to the drop in duty-free shops, exports of Korean cosmetics to China have also decreased.
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