"Xinjiang Cotton" Incident Let People Suddenly Understand That It Is So Important To Consume Domestic Products

    Our lovely consumers suddenly understand that the consumption of domestic products is actually supporting national brands and national defense construction!

    Domestic products are becoming the new favorite of the younger generation“ The incident of "Xinjiang cotton" made the Chinese people realize that the rise of domestic products is irresistible.

Huawei, China's Li Ning, the Palace Museum lipstick, Zhong Xuegao, Santong and other national tides have become more and more popular, and the market has given them a new name - new national products.

According to the report on the development of Chinese consumer brands in 2020, the market share of online Chinese brands will reach 72% in 2019. The law of genuine fragrance of domestic products is more and more effective.

The rise of national tide

The rise of the national tide has long existed.

In 2008, a photo of Orlando Bloom wearing Chinese sneakers was painted on the screen. Domestic media reported that the return force shoes had become a foreign trend, even though it was later found that the shoes on his feet were not Huili, but another domestic shoe brand created by the French.

But at that time, due to the Olympic Games, the growing national enthusiasm, driven by the label of "national brand going to the world", which is easier to spread and understand, has really injected a new momentum into the resilience. If we look at the occurrence of this event from the time node, it seems that the current hot topic of "national tide" has found a starting point.

Starting with this, the new and old brands continue to explore in this direction, and gradually accumulate nutrients for the "rising road of national tide", and Li Ning is the key to ignite the national tide.

In 2018, Li Ning made a brilliant show at the New York Fashion Week, with the theme of "Chinese style" of "Enlightenment" and the trend of red and yellow retro, "Chinese Li Ning" was printed on the sweater and coat. On the same day, the wechat index of "Li Ning" soared by 700%. In the four days after the product exposure, "China Li Ning" microblog topic discussion read 78 million. Overnight, the trend of "China's Li Ning" swept through the streets again, and the national tide became the new label of Li Ning. The rise of Li Ning has directly affected the status of Chinese goods in people's minds. With the help of several Chinese characters of the borrower Fangzheng, Li Ning of China has promoted the domestic products to the whole world. Recently, because of the "Xinjiang cotton" incident, Li Ning has once again become a popular choice for customers. Compared with Nike and Adidas stores, Li Ning is particularly lively.

Since then, the wind of new domestic products has become more and more popular. Either traditional IP products are created, or traditional brands are reproduced, or new products are differentiated by young consumers. Behind all these, it is the performance of Chinese people's increasing confidence in the quality of domestic products.

Reasons for the rise of new national products

Chinese people's purchase of domestic products is not simply emotional impulse consumption. The essence of the rise of new domestic products is new, which is the integration and boost of three elements: new consumer groups, new era power and new platform.

New consumption

At present, China and even the world has begun to enter a period dominated by "generation Z". A series of new words indicate that the consumption power is closing to generation Z.

Some data show that in the shopping cart of Chinese consumers, on average, 8 out of every 10 products are domestic products, and young consumers have become the main consumption power of new domestic brands. In recent years, the compound annual growth rate of domestic brands is about 33%, and orders from post-00s and post-90s account for half of the total. Blind box, Hanfu, e-sports, COSPLAY and photography have become the five major categories of post-95 young people. Pop mart is a new round of "national trend" with the rise of "generation Z". Most of its fans are between 18 and 35 years old. Behind a small blind box, there are hundreds of billions of markets.

Compared with the previous generation of consumers, generation Z has its own Internet gene. The consumption of domestic brands is not only a consideration of "cost performance", but also reflects the freshness and self-confidence of this era. They do not pursue the logo and flatter the foreign countries, and their personality and minority become the universal significance of their appreciation.

New aesthetics

The core consumer group of new domestic products is the post-90s youth, who pursue novelty, fashion and the so-called "beauty is justice". Therefore, aesthetic for the brand, there is a huge dividend. Chinese color make-up to seize the wind and start to apply force. Looking at the hot new domestic brands in the past two years, they are all playing "visual aesthetics" games.

Among them, the typical representative is "three and a half meals". With the aesthetic dividend - unique and recognizable products and packaging, the three and a half dins beat Nestle and Starbucks two traditional giants and become the sales champion of major categories.

In addition, Xue Gao, who sold 3 million clocks in 64 minutes, is also famous for his high appearance. Zhong Xuegao took the "tile" which is the representative of traditional culture as the creative prototype, and launched the "Chinese style ice cream" with the characteristics of the Chinese style, forming a unique brand recognition. During a visit to a digital convenience store, yingshang.com found that Zhong Xuegao would attract customers to buy because of his high appearance.

In recent two years, the expressive force of domestic cosmetics is also quite extraordinary, and the image of shops with high appearance value has become the common point of domestic beauty shops. Orange blossom, girl cut, hold live, vnk and others have entered the beauty collection store. The colorful beauty egg wall, neat lipstick, blush and eye shadow disk that have been opened for trial are fully in line with the aesthetic taste of young people. First of all, they attract consumers visually. During the interview, the reporter from yingshang.com found that the number of people in stores such as * * diary, the colorist colorist and wow colour was high, among which young consumers were the main force. From the current business situation and development trend, the share of domestic color cosmetics in the beauty market is still growing.

New channels

The new e-commerce platform, new payment system and new social marketing platform have created channels for new domestic products.

The rise of social platforms such as little red book, short video and live broadcast gives new Chinese products a new channel advantage.

Compared with the first-line brands, Chinese products are more familiar with the consumption habits of Chinese people, and they are all grasping the pain points of the new generation of consumers, whether from marketing means or brand stories. Use these new channels to create a popular model through "star + KOL + plain person" grass planting mode, quickly broaden consumers' reputation and recognition of the brand, and then lay out offline stores. Among them, the "first stock of the new brand of little red book" -- the diary of * * overtook L'Oreal in 30 years' performance in only two years, and became "the top domestic brand of tmall color make-up" in the history of double 11, and was listed in 2020.

The development of domestic products makes the domestic color makeup become the new favorite of Zhengzhou shopping center. According to the statistics of yingshang.com, in 2020, there are 19 domestic color cosmetics brands in Zhengzhou, which are located in the main business districts of Zhengzhou.

It is not only the color make-up, but also the clothing, food, housing and transportation. From the old Chinese products to the new sharp brands, the penetration rate of domestic products among consumers is increasing year by year. Many consumers' evaluation of domestic products is "no worse than that of big brands".

The pain points of the development of new domestic products

National tide is in the ascendant, the trend is good, does this mean the spring of domestic brands?

Even in the wave of domestic products, a number of new domestic products have found a breakthrough in the outbreak of their own brands. However, many new domestic products still face many challenges. Some brands only attract instant eyeball effect, so it is difficult to form long-term business. For example, some brands are only revived through new marketing methods. For example, many cross-border products jointly signed by big white rabbit and Lao Ganma have ignited the enthusiasm of consumers for a short time, which can only bring about superficial prosperity. For example, some famous brands such as xiaohongshu and shuoyin have formed the "online red effect". However, many people's label of "online Red" is fast coming and fast going, which is difficult to form a long-term support in the hearts of consumers.

And at present, the independent research and development ability of new domestic products is not enough hard core. Take the "new domestic" beauty brand as an example. It relies more on OEM mode and lacks its own research ability. However, with the expansion of its scale, its disadvantages are naturally exposed. For example, after the lid and inner cover of a lipstick cover box fall off, the logo of Mary Daijia is printed on the inner cover. In addition, the trend of many domestic products is just a pile of elements, such as superimposed logo, using Chinese characters and retro style. Brands without cultural foundation are easy to be labeled as "selling feelings", which will make more consumers aesthetic fatigue.

In addition, some domestic products also face the challenge of cultural universality. For example, in the clothing market of 100 billion yuan, Hanfu is still relatively small, and because of a series of models such as imitation and pre-sale, it is easy to persuade some consumers to withdraw. Only when it becomes a mass consumer product and enters the category of women's clothing, can Han clothing embrace a larger market.

How to survive the brand is always a big problem. Especially the Internet economy, tuyere and turn change rapidly. It seems to be the spring of domestic products, but the change of brands has also accelerated.

When will these "lights of domestic products" be able to create "luminescent" products recognized by the national and even the world markets instead of just heat and marketing?