(共33张PPT)
Guochao
Definition:
The combination of “Guo” and “Chao”
China
Chinese cultures/traditions
Guo:
Chao:
Popular cultures/things
The Year of the Rabbit
牛年
羊年
鼠年
兔年
the Year of the Ox
the Year of the Sheep
the Year of the Mouse
the Year of the Rabbit
HUAWEI rolled out a new phone.
正式推出（新产品）
a domestic brand
国内的产品
New words
an array of bottles
freshman
Consumer goods
Consumer
Consume
Consumption
一堆
新生
消费者
消费品
Sales volume
On a year-on-year basis
data
A surge in sales volume
数据
销售额
同比上年
猛涨
a marked contrast in height
显著的对比
Gen Z
When a person comes of age, they reach the age when they have an adult’s legal rights and responsibilities .
come down to sth.——to be able to be explained by a single important point
issue ---to make sth known formally
Many of your suggestions have been incorporated in the plan.
成年
可归结为；可归纳为
宣布；公布；发出
包含；吸收；使并入
Financial Crisis
金融危机
Modern confidence
I. Lead in
Did you buy anything to celebrate the Year of the Rabbit If so, then what
I. Lead in
II. Prediction
What purpose is the text written for
A. To celebrate a festival.
B. To promote people’s confidence.
C. To introduce a phenomenon.
Read the passage quickly and choose the correct answer.
II. Read for general information
Prediction:
What will be mentioned in a passage describing a phenomenon.
Phenomenon
Introduction
Causes/reasons
influence
opinions
solutions
Conclusion
Why is Wang Chuchun’s experience mentioned at the beginning of the text
A. To illustrate what young people like to buy.
B. To lead up to the topic of the guochao trend.
C. To show the popularity of rabbit-themed goods.
D. To stress the rising influence of domestic brands.
As the year 2023 is the Year of the Rabbit in China, many brands have rolled out an array of rabbit-themed goods. Wang Chuchun, an 18-year-old freshman from Xiamen University in Fujian, bought a pair of shoes from the rabbit collection made by Huili, a domestic brand, during the Spring Festival holiday.
“I would like to see Chinese culture be more incorporated into consumer goods that carry a variety of beautiful connotations (内涵),” Wang told Teens.
Guochao, the combination of Chinese traditions with modern designs, has become a keyword for this year’s Spring Festival product consumption
2. What aspect of guochao products does paragraph 3 focus on
A. Their targets. B. Their features.
C. Their popularity. D. Their market potential.
Guochao, the combination of Chinese traditions with modern designs, has become a keyword for this year’s Spring Festival product consumption, according to statistics from Vipshop (also known as weipinhui in Chinese), an online retailer (零售商). The sales volume of 361 Degrees, a sports equipment company, saw a rise of 188 percent on a year-on-year basis during the Spring Festival with their rabbit collection.
3. What do we know about China’s Gen Z consumers
A. Their shopping habits are mainly driven by social media.
B. They have been raised in times of rapid growth.
C. They’re more confident than their Western peers.
D. They’ve been deeply affected by the financial crisis.
Like their peers in Western countries, China’s Gen Z consumers are enthusiastic users of social media; but that is where the similarities end, Harper said.
This generation has grown up during China’s rapid economic development in the 2000s and 2010s, which is a marked contrast to their peers in the West, who came of age in the shadow of the 2008 financial crisis. As a result, they have been characterized as being more confident and better educated than previous generations.
4. What is the fundamental reason for the rise of guochao, according to Wang
China’s stable development.
The popularity of social media.
China’s protection of cultural heritage.
Young people’s rising cultural confidence.
8. “Complex and profound social and cultural factors have contributed to the rise of guochao. But it all comes down to decades of stable development in China. As our country enters an era of prosperity (繁荣), our cultural confidence gets boosted as well,” said Wang.
Para.1
Para.2
Para.3
Para.4
Para.5
Para.6
Para.7
Para.8
Para.9
Para.10
Para.11
Introduce the___________, guochao.
Explain that _____________are the main customers of guochao products and __________for this.
Explain other _________ for the emergence of the guochao phenomenon.
Show Chinese people’s cultural ___________behind guochao.
Modern confidence
phenomenon
young people
the reasons
reasons
confidence
1. What expectation does Wang have toward consumer goods
2. Who are the main consumers of guochao products
3. What do you think probably lead to the rise of guochao
III. Read for details
Read and answer the following questions.
1. What expectation does Wang have toward consumer goods
III. Read for details
Wang expects consumer goods to carry Chinese culture and a variety of beautiful connotations.
2. Who are the main consumers of guochao products
III. Read for details
China’s 400 million-strong army of young people.
3. What do you think probably lead to the rise of guochao
III. Read for details
First, complex and profound social and cultural factors, most importantly decades of stable development in China.
Second, young people’s love for visual elements that utilize利用traditional Chinese culture as well as their love for on-site experiences at patriotic sites and cultural museums, old-style photography, and so on.
Third, investment by the Chinese government toward the protection of tangible (物质的) and intangible cultural heritage nationwide.
IV. Read for structure
1 As the year 2023 is the Year of the Rabbit in China, many brands have rolled out an array of rabbit-themed goods. Wang Chuchun, an 18-year-old freshman from Xiamen University in Fujian, bought a pair of shoes from the rabbit collection made by Huili, a domestic brand, during the Spring Festival holiday.
2 “I would like to see Chinese culture be more incorporated into consumer goods that carry a variety of beautiful connotations (内涵),” Wang told Teens.
________为主语， ________为谓语， ________为宾语，其中 a domestic brand 是 _____________, 时间状语为 ______________.
3 Guochao, the combination of Chinese traditions with modern designs, has become a keyword for this year’s Spring Festival product consumption, according to statistics from Vipshop (also known as weipinhui in Chinese), an online retailer (零售商). The sales volume of 361 Degrees, a sports equipment company, saw a rise of 188 percent on a year-on-year basis during the Spring Festival with their rabbit collection.
4 Who is behind the surge of sales for guochao products According to a report released by data service provider Aurora, the proportion of young people interested in the guochao products accounted for more than 70 percent of consumers.
________为主语， ________为谓语， ________为宾语，其中 interested in the guochao 是 _____________, 时间状语为 ______________.
IV. Read for structure
5 Thus the target market of the guochao products is China’s 400 million-strong army of young consumers, Tom Harper, a lecturer in international relations at the University of East London, said to The conversation.
6 Like their peers in Western countries, China’s Gen Z consumers are enthusiastic users of social media; but that is where the similarities end, Harper said.
7 This generation has grown up during China’s rapid economic development in the 2000s and 2010s, which is a marked contrast to their peers in the West, who came of age in the shadow of the 2008 financial crisis. As a result, they have been characterized as being more confident and better educated than previous generations.
IV. Read for structure
8 “Complex and profound social and cultural factors have contributed to the rise of guochao. But it all comes down to decades of stable development in China. As our country enters an era of prosperity (繁荣), our cultural confidence gets boosted as well,” said Wang.
9 “Apart from their love for the visual elements in the traditional Chinese culture, more and more young people nowadays like to have on-site experience. They like to visit patriotic sites and cultural museums, try old-style photography, and so on,” Shao Bing, 23, from Beijing Institute of Fashion Technology told Teens.
IV. Read for structure
10 “The Chinese government has invested more and more in the protection of tangible (物质的) and intangible cultural heritage nationwide, by building museums, hosting more events, you name it. This has led to the emergence of the guochao phenomenon among the younger generation,” Shao said.
11 In an important instruction on the protection of intangible cultural heritage issued in December 2022, Chinese President Xi Jinping emphasized the need to make solid headway in the protection of intangible cultural heritage. He called on the nation to better meet people’s ever-growing intellectual and cultural needs as well as to build greater cultural confidence and strength.
1. roll out an array of ...
2. be incorporated into ...
3. a variety of
4. see a rise of ...
5. on a year-on-year basis
6. the surge of ...
7. account for ...
8. in the shadow of ...
9. characterize
10. contribute to the rise of
Figure out the meaning of the expressions in the text.
推出一系列的……
被纳入到……中
各种各样的
看见……的崛起
同比上年
……的激增
占据……（比例）
在……的阴影下
描述，具有…特征
VI. Language study
促成了……的兴起
11. enter an era of prosperity
12. get boosted
13. apart from ...
14. have on-site experience
15. You name it.
16. lead to the emergence of ...
17. make solid headway （in）
18. call on sb to do sth
19. build cultural confidence
Figure out the meaning of the expressions in the text.
进入繁荣的时代
提升
除了……
有现场的体验
凡是你能说出的（应有尽有）
导致了……的出现
在……稳步前进
号召某人做某事
树立文化自信
VI. Language study
Thank you!
