Against the backdrop of globalization and cultural diversity

the domestic trend phenomenon has rapidly emerged in China's consumer market.Domestic fashion brands have become a vital cultural bridge connecting China and the world

beloved by domestic consumers while increasingly occupying a pivotal position in the global fashion landscape.This marks a shift in China's consumer culture from its past "Western worship" to its current "cultural confidence."This study adopts a theoretical perspective grounded in affective communication and semiotics

using the Li-Ning brand as a specific case study to explore the mechanisms through which domestic trend products contribute to the construction of national identity among Chinese consumers.This study clearly reveals the core pathways and underlying operational mechanisms through which domestic trend brands foster consumer cultural identity

providing a solid theoretical foundation for both academia and industry to understand the socio-psychological motivations behind the domestic trend phenomenon.