In recent years, many domestic brands have experienced a surge in sales and the phenomenon of "wild consumption" has become a new hot spot in the consumer market. The qualitative comparative analysis method of fuzzy sets (fsQCA) was used to study 23 domestic brand cases on Taobao platform, exploring the linkage mechanism of various elements in "wild consumption" and its complex causal mechanism. It has been found that there are three driving paths for "wild consumption", and a single conditional element does not constitute a necessary condition for the emergence of "wild consumption". National consciousness, as the core condition, appears in all three "wild consumption" driving paths, indicating that national consciousness is the biggest driving force leading to a surge in sales.