The Hand of Culture: The Formation Process and Dynamics of Domestic Goods Consumption in the Digital Era

The consumption of domestic goods in China is both a socio-cultural phenomenon and a production-consumption practice, which can be regarded as a new and typical example of how economy and society mutually shape each other. Taking domestic beauty brands as an example, this paper attempts to analyze the formation process and driving mechanisms of the consumption of domestic goods in China, focusing on the transmission and influence mechanisms of culture in economic phenomena. The study finds that, firstly, the development of domestic brands, along with their supply-demand matching, emotional connection, and cultural resonance with consumers, are the foundations for the formation of the domestic goods consumption trend. Secondly, in the context of digitalization, online interactions among diverse agents such as brands, E-commerce and social media, livestream salesperson, and consumers have constructed a community culture, which merges social networks and market networks, facilitating consumers' rational and emotional understanding and selection of domestic brands. Lastly, the rise of guochao culture, the activation of youth culture, and the enhancement of cultural confidence are the driving forces that propel individual consumption behavior to evolve into collective consumption trends.