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自從H&M和耐克等國際品牌宣稱抵制新疆棉花后，不少網(wǎng)友表示不再選擇這些品牌（戳這里回顧）。同樣在社交媒體品臺上，網(wǎng)友也不斷表達(dá)著對于國貨的喜愛。

面對這一現(xiàn)象，《紐約時(shí)報(bào)》又自帶濾鏡地開始了一波分析。

《紐約時(shí)報(bào)》網(wǎng)站：中國瞄準(zhǔn)H&M和耐克，本土品牌看到了機(jī)遇

 
文章在開頭部分就毫無根據(jù)的指責(zé)中國政府“壓迫少數(shù)民族”，而把基于謊言和虛假信息、無端拒絕使用新疆棉花的西方品牌稱為“在華備受壓力”。該文還寫道，事件發(fā)生后，消費(fèi)者稱要抵制這些品牌，明星藝人則終止了代言合同。（Shoppers vowed to boycott the brands. Celebrities dropped their endorsement deals.）

報(bào)道里采訪了以Tim Min為化名的消費(fèi)者，他認(rèn)為：中國消費(fèi)者對于這些外國品牌的抗議，“是歷史轉(zhuǎn)折點(diǎn)，影響深遠(yuǎn)。”中國消費(fèi)者不再接受外國品牌的那一套。對于外國品牌而言，根本在于他們要像本土品牌那樣尊重消費(fèi)者。

China’s consumer protests are “a historic turning point and will have lasting impact on the Chinese consumers in the long run,” Mr. Min said. “The Chinese consumers don’t want to eat the same crap foreign brands have been feeding them. It’s essential that foreign brands respect Chinese consumers as much as the Chinese brands do.”

 
圖源：新華網(wǎng)

報(bào)道稱，外國品牌面臨中國本土競爭者持續(xù)而來的壓力，后者產(chǎn)品質(zhì)量不斷提高，同時(shí)通過對年輕愛國群體的市場宣傳來銷售產(chǎn)品?！都~約時(shí)報(bào)》也發(fā)現(xiàn)了這個(gè)新名詞：“國潮”（Chinese fad）。而民眾對于外國品牌抵制新疆棉花的事件十分憤怒，這給了中國品牌贏得消費(fèi)者的機(jī)會。

But foreign brands also face increasing pressure from a new breed of Chinese competitors making high-quality products and selling them through savvy marketing to an increasingly patriotic group of young people. There’s a term for it: “guochao,” or Chinese fad. The anger over Xinjiang cotton has given these Chinese brands another chance to win over consumers.

文章援引了2019年，百度與人民網(wǎng)研究院聯(lián)合發(fā)布了《百度國潮驕傲大數(shù)據(jù)》報(bào)告，報(bào)告中提及，當(dāng)中國人搜索品牌時(shí)，超過三分之二的人搜索國產(chǎn)品牌，而十年前只有大約三分之一。

In 2019, People’s Daily, issued a report with Baidu, the Chinese search company, called “Guochao Pride Big Data.” They found that when people in China searched for brands, more than two-thirds were looking for domestic names, up from only about one-third 10 years earlier.



不過，在說了一陣“國潮”，《紐約時(shí)報(bào)》的這篇文章作者隨后又筆鋒一轉(zhuǎn)：

盡管很多企業(yè)雄心勃勃，但是幾乎所有跟作者交談過的中國企業(yè)都承認(rèn)，中國品牌尚不能和國際巨頭，比如耐克這樣的品牌競爭。

報(bào)道稱中國正在經(jīng)歷一場消費(fèi)者品牌革命。這一代年輕人更加有所謂的“民族主義”，并且積極尋求那些能夠自信表達(dá)國人身份的品牌。企業(yè)紛紛去打造能引發(fā)此種共鳴的品牌和產(chǎn)品。作者認(rèn)為，當(dāng)“愛國主義”成為賣點(diǎn)，西方品牌便失去了優(yōu)勢。

China is undergoing a consumer brand revolution. Its young generation is more nationalistic and actively looking for brands that can align with that confidently Chinese identity. Entrepreneurs are rushing to build up names and products that resonate. When patriotism becomes a selling point, Western brands are put at a competitive disadvantage.

這篇報(bào)道還稱，除了“愛國主義”，本土企業(yè)則認(rèn)為自己擁有比較堅(jiān)實(shí)的商業(yè)基礎(chǔ)。在“國潮”風(fēng)之中，很多老牌本土企業(yè)，比如李寧，得到了復(fù)興。

Patriotism aside, entrepreneurs argue that their ventures rest on a solid business foundation. The guochao fad has also reinvigorated older Chinese brands, like Li-Ning.

中國人愛國是本能，但戴有色眼鏡的美媒“以己度人”，把這歪曲成了“生意經(jīng)”。實(shí)際上，《紐約時(shí)報(bào)》這一波有關(guān) “愛國主義”和所謂“民族主義”的分析，早就有了答案。今年3月25日的外交部例行記者會上，發(fā)言人華春瑩就曾表示：


圖源：外交部網(wǎng)站

“中國網(wǎng)民有權(quán)利表達(dá)他們的感受，特別是中國人民對自己國家的榮譽(yù)和尊嚴(yán)看得非常重。我也想告訴你，這絕對不是什么民族主義，這是樸素的愛國主義。因?yàn)槿魏我粋€(gè)正直的人都不會容忍其他國家一些別有用心的人肆無忌憚地?fù)p害自己祖國的利益和尊嚴(yán)。”

"Chinese netizens have the right to express their feelings, especially considering that the honor and dignity of their country are very important to the Chinese people. I also want to tell you that this is not nationalism, but simply patriotism. Because any person with integrity will not tolerate some ill-intentioned foreigners who unscrupulously damage the interests and dignity of their own country."

綜合來源：紐約時(shí)報(bào)，觀察者網(wǎng)，外交部網(wǎng)站