Data shows that Chinese brands are winning increasingly more consumers in recent years，especially among the younger generation.The trend is usually called "guochao"，or"Chinese fashion trend"，which has driven demand for domestic brands and products that often include Chinese traditional culture and style.
Its main followers are millennial born between 1980-1995 and Generation Z born between 19 2010.Unlike the older generations who could have attachment to Western culture and brands，Chinese youth were born and raised when the country's economy and wealth were taking off.The younger generation tends to havestrong and genuine confidence in their national identity and traditional culture.
To woo young customers，these domestic names are making products with high quality and appeal by strengthening research and marketing efforts.An often-cited case is Li-Ning，China's homegrown sportswearbrand that is named after one of the nation's most famous athletes.The company almost broke up after a failed rebranding in 2011 when it went through three years of losses after losing older customers while failing to attract younger buyers.It was not until the 2018 New York Fashion Week that the brand made its huge comeback.Its trendy look，bold use of color and traditional Chinese culture elements were showcased on thestage so that it immediately grabbed attention at home and abroad.
The trend to embrace domestic brands has spread rapidly to various sectors and products as well，from food and drinks to clothing and electronic vehicles.While many Chinese brands have been gaining significant market share at home in recent years，Others are posting an increasingly stronger global presence.In 2020，China's tech giant Xiaomi reported its most profitable year on the back of expanded sales and global market share.Revenues（零售）from Haier Smart Home's overseas business last year also marked an all-time high，ranking top list in global market share for major home appliance.Although some brands still face plentyof challenges ahead to meet the sophisticated needs of customers and regulations in overseas markets，most domestic products are still quite competitive in the international market.
（1）What does "guochao" refer to？ BB
A．Domestic brands' increase.B.Chinese brands' growing popularity.
C．Younger generations' craze about fashion.
D．Fashion trend in Chinese traditional culture.
（2）Why do domestic brands appeal to young generations？ DD
A．Domestic products have a good quality.
B．Western products are out of date to the young.
C．Older generations influence the young to favor domestic products.
D．The economic development strengthens the young's belief in domestic products.
（3）Why is the case of Li-Ning mentioned in paragraph 3？ CC
A．To introduce a new topic.
B．To advertise a domestic brand.
C．To present a convincing example.
D．To explain a complicated concept.
（4）What' s the author' s attitude to the future of the domestic brands？ AA
A．positive
B．concerned
C．indifferent
D．critical
【考點(diǎn)】說明文；傳統(tǒng)文化．
【答案】B；D；C；A
【解答】
【點(diǎn)評(píng)】
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發(fā)布：2024/5/27 14:0:0組卷：2引用：1難度：0.5
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D．The global average population growth rate.
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A．It's simple to carry out.
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C．It's closely connected with local people.
D．It suggests that the local people are well educated.發(fā)布：2025/1/6 16:30:6組卷：0引用：1難度：0.5