Research On The Problems And Countermeasures Of Wanqiantang Brand Communication From The Perspective Of Spiritual Consumption

With the upgrading of mass consumption demand and the progress of social development,human beings have stepped into the era of spiritual economy.Non-material needs,spiritual needs,gradually become the dominant factor influencing or even determining consumers' purchasing decisions.Driven by the spiritual economy,the majority of the middle class has started to turn to spiritual consumption.The "Report on the Upgrade of Spiritual Consumption of China's New Middle Class" shows that the new middle class in China is significantly more concerned about spiritual and cultural consumption,with more than 90% of the new middle class choosing early education,and more than a quarter of the new middle class spending more than 30% of their income on education.This shows that,driven by spiritual consumption,the majority of the middle class in China have started to focus on the future when consuming,with health,investment and learning becoming the hotspots of consumption for this group,and self-improvement,self-creation and self-actualization becoming the destination of spiritual consumption.The wave of globalization and the advancement of 5G technology have led to an increasingly fine division of labor in the industry,and the competition among various industries has entered a white-hot stage,making brand intangible assets an important part of the core competitiveness of enterprises.Based on the increasingly prevalent brand consumption and brand competition worldwide,brand communication has become an important application strategy.As a cultural brand that sells spiritual products,provides spiritual services and markets spiritual space,Wanqiantang not only meets the growing spiritual consumption needs of the people,fits the mass consumption trend,but also actively embraces the current rapidly changing technology wave.Its product experience not only embodies the traditional Chinese auspicious culture,but also carries people's aspiration for a better life.It resonates with the public through specific spiritual products,spiritual spaces with social attributes and spiritual practices with a sense of belonging.However,due to the short time of brand establishment,there are some shortcomings in the branding process.By analyzing the current situation,strategies and problems of Wanqiantang's brand communication in the context of spiritual consumption,this study proposes corresponding improvement strategies to enrich China's cultural brand building research materials and promote the benign development of the industry in the new cultural context and new consumption trend.