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<p>　　2021年“國貨發光”活動以“歲月為證奔跑追夢”為主題，通過接力大合唱、精彩短視頻、線上挑戰賽等形式，傳播中國品牌不斷挑戰創新、奔跑向前的動人故事，分享消費者對國貨的喜愛和支援，以更時尚、更年輕的潮流形式，帶給消費者精彩紛呈、別具一格的品牌體驗。本次活動還聯動了多個消費品牌、物流企業，共同推出海報接龍、聯名產品和“國貨發光”主題物流包裝，以鮮明的文化符號帶動消費者的國潮記憶。自2019年起，人民日報社連續3年發起“國貨發光”傳播活動。截至目前，活動已聯動50余位企業家、學者等，數十家媒體、覆蓋13個行業的80多個中國品牌加入。</p> <p>　　歲月為證，“十三五”時期，中國品牌建設取得可喜成績。過去5年，國產品牌發力創新，不斷提高供給能力和供給水準，買國貨、用國貨、曬國貨成為年輕人的新時尚。如今，從5G發展如火如荼到網紅文創頻頻圈粉，從“空中造樓機”震撼亮相到首輛火星車“祝融號”逐夢九天……各種奇思妙想、高新技術、工匠底蘊，令國貨不再僅是物美價廉、依賴規模和成本優勢的中低端產品，而成為品質和潮流的引領者，日益受到消費者青睞，在國內外市場上綻放奪目光彩。2020年“雙11”期間，超兩萬個品牌在京東超市成交額同比翻倍增長，1.3萬多個國產品牌成交額增速超2倍，200多個老字號品牌成交額翻番。國產品牌成為滿足中國消費市場新需求的生力軍。</p> <p>　　國貨興“潮”的背後，折射出緊緊聚焦市場的品牌創新和根植文化的強大自信。以品牌為載體、以文化為語言，中國傳統文化與現代潮流碰撞交織，通過消費者衣食住行的多樣選擇得到了更好的詮釋。一大批歷史文化形象符號、非遺傳承技藝被越來越多的消費者喜愛，故宮文創、“李寧”、“老乾媽”等國潮產品陸續走上世界舞臺。2020年，中國跨境電商出口同比增長40.1%，其中，京東全球售的海外華人業務銷售額同比增長251%。“國潮熱”彰顯出中國品牌不斷增強的文化自信，反映出消費者對中國品牌愈發強烈的認同感。這足以說明，以文化浸潤賦予產品生命，以品質信譽、責任擔當推動品牌升級，才能更好適應國內消費者對更高品質生活的要求，實現中國品牌向全球價值鏈中高端邁進。</p> <p>　　本次活動的聯合主辦方快手，也以豐富的文化內容生態助力更多國貨品牌發光發熱。《2020快手非遺生態報告》顯示，在國家級非遺代表性項目中，快手內容涵蓋1321項，覆蓋率達96.3%。以內容為核心，以多元文化創作者為連結品牌和用戶的橋梁，快手憑藉深入人心的行銷方式，吸引了更多年輕消費群體，助力國貨追夢之路。</p></div> <div class="editor f14">[責任編輯：李丹]</div> </div>  <div class="page-number"> <script type="text/javascript"> createPageHTML(1, 0, "t20210512_12351534", "htm"); </script> </div>  </div>   <div class="content-plus"> <div class="wrap"> <h3 class="zone-desc-content"><span class="format">相關新聞</span></h3> <ul class="list clearfix"> <li class="list-item single-line f14"><a href="http://103.249.53.35/gate/big5/econ.taiwan.cn/econ/202105/t20210512_12351507.htm" target="_blank" title="“國貨潮”涌進首屆消博會世界看到國貨新力量">“國貨潮”涌進首屆消博會世界看到國貨新力量</a></li> <li class="list-item single-line f14"><a href="http://103.249.53.35/gate/big5/econ.taiwan.cn/econ/202105/t20210512_12351506.htm" target="_blank" title="袁隆平超級稻實現熱帶地區畝產超1000公斤">袁隆平超級稻實現熱帶地區畝產超1000公斤</a></li> <li class="list-item single-line f14"><a 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