From Category To Brand, Made In China Accelerates "Butterfly Change"

"Chinese consumers have changed, they prefer local brands." The CEO of a foreign sports brand, which has been in the Chinese market for many years and has many "fans", expressed such feelings.

In the 1990s, a lot of brands that are similar to those in the 1990s, which are almost monopolized by foreign brands, are now blooming; Automobiles, from import dominated to joint venture dominated, and now new energy vehicles with independent brands can be seen everywhere; Clothing, once a "foreign name", is now proud to convey the Oriental aesthetic and show "national fashion"; Mobile phones, once the world of "apple" and "Samsung", are now "Huawei" and "Xiaomi"... All these reflect an indisputable fact: after years of development, domestic brands have become more and more popular and have been deeply integrated into people's daily life.

What is driving these changes? In recent years, with the improvement of China's comprehensive national strength, "made in China" is accelerating "butterfly transformation", and "created in China", "made in China" and "made in China" are becoming reality. Facing the new economic development pattern at home and abroad, from "Long March" rocket and "Hualong No.1" nuclear power plant to a pen and a roll of paper, Chinese brands have embraced the new mission of "Chinese brand, world share", and gradually grow and mature in this process.

　　 "Domestic products" and "national tide" are popular

During May Day, I went camping in the suburbs to brush the screen of friends. On the major e-commerce platforms, some domestic sky screens, folding tables and chairs, camp carts and atmosphere lights have become popular products.

"The comprehensive cost performance ratio is very high, and now the quality of many domestic products has been able to compete with some foreign professional brands." Ms. Liu in Beijing said that compared with the hundreds or thousands of foreign brands, choosing domestic brands of camping equipment is not only economical and affordable, but also not inferior in appearance and quality.

In recent years, with the continuous improvement and upgrading of "made in China", domestic products are growing in a broken circle, and the trend of "national tide" has gradually stepped into the "public" field of vision. Whether it is food, clothing, household appliances, smart cars, in all aspects of clothing, food, housing and transportation, more and more domestic products begin to lead the trend of consumption.

More and more Chinese brands are being added to the "shopping cart". Pinduoduo data shows that in the past year, the new pace of new Guochao and new domestic brands has been significantly accelerated. The number of brands entering the platform has increased by more than 270% over the same period of the same period last year, and 327 domestic brands with sales of more than 100 million have emerged, including more than 50 time-honored brands with more than 100 million yuan, and more than 30 new Guochao brands with more than 100 million yuan.

The post-95s and post-00s have become the main force of "national tide" consumption. Jingdong sales show that since 2022, the sales volume of "China Red" elements purchased by generation Z has increased by 326%. Among them, the categories with the largest sales volume are Gehu health, liquor, clothing, underwear, mobile phone, tea.

According to the survey report on beverage consumption of generation Z released by Shanghai Consumer Protection Commission, more than 60% of respondents of generation Z will first consider domestic brands compared with foreign brands. They like Chinese red, ink and wash, the Forbidden City, mythology and other elements of the tide, the essence of traditional culture into daily life.

Today's domestic brands pay more attention to integrating into traditional culture, increasing independent innovation and diversified precision marketing. No doubt, experts believe that this is an important opportunity for China's enterprises to upgrade their comprehensive strength.

"As a cultural trend, the national tide has a far-reaching and lasting influence." Liu liming, an associate researcher at the school of communication and design of Sun Yat sen University, believes that consumers, enterprises and Guochao brands interact and achieve each other. The popularity of Guochao actually puts forward higher requirements for the quality and design of products in the industry.

　　 "New scene" gives birth to "new brand"

"It's only when you drive a new energy vehicle that you know how fragrant it is." Ms. Wang, who lives in Xinxiang City, Henan Province, recently learned an Internet catchphrase with her daughter. She told reporters that in recent years, buying new energy vehicles has become a new fashion of local consumption. We have purchased a variety of automobile brands, "many signs have not been seen."

New brands often come from dynamic new scenes. With policy support, technological progress, market guidance, user acceptance and other factors, China's new energy vehicle market has gradually shifted from policy driven to market driven. Even in the face of the impact of the epidemic and the decline of subsidies, the sales volume is still rising instead of falling. In particular, many independent brands in China have made technological breakthroughs, and have been steadily improved in sales volume, production capacity and recognition.

Zhang Jinhua, executive vice president and Secretary General of China Society of automotive engineering, said that since 2020, China's new energy vehicle enterprises have seized the opportunity of electric, networking and intelligent transformation, designed and developed a series of high-end brand products of new energy vehicles, and achieved positive results.

In recent years, a number of world-class automobile intelligent factories have sprung up. Statistics show that in 2021, the annual sales of Chinese brand passenger cars are 9.543 million, an increase of 23.1% year-on-year, accounting for 44.4% of the total sales of passenger cars, an increase of 6 percentage points over the previous year.

"I didn't expect that my mother would get the medicine the next day after I applied for it!" In May in Shanghai, Mr. Ye, a 68 year old "Uncle", was in a residential area under control. Because he was more than 20 kilometers away from his mother's community, Mr. Ye was very anxious to learn that his mother's medicine had been used up after the operation. He failed to find drugs in the major drug purchasing platforms. He finally solved the problem after seeking help on the "Shanghai medical insurance drug emergency platform" initiated by an Internet hospital and medical and pharmaceutical institutions.

New brands are heading for new scenes with potential. In recent years, the number of Internet hospitals in China has grown rapidly from more than 100 in 2018 to more than 1600 at present. With the support of 5g and other new technologies, the whole process of medical services, such as online consultation, appointment registration, follow-up prescription, drug distribution and health science popularization, is opening up the "last kilometer" of medical treatment for the elderly.

　　 Let "created in China" astonish the world

"Customers never thought that we could make such a quality."

In 2021, a Dutch company organized group skiing and needed to purchase a batch of snow glasses as employee benefits. At that time, the price of snow glasses of foreign slightly better brands was around $300, which was obviously beyond the company's budget.

However, the price of this product from Guangdong was not much lower than that of other brands in the international market, but the price of this product was not much lower than that of other brands in the international market.

This is a vivid epitome of Chinese brands' expeditions to overseas markets, and also an example of China's brand's increasing global influence.

With the recovery of China's economy, the intergenerational innovation of consumption habits, and the acceleration of the transformation of digital economic achievements, Chinese brands are speeding up in the global market. From high-speed rail, shield machine, ultra-high voltage power transmission, to household appliances, cosmetics and food, they have won wide recognition and praise in overseas markets, and the international influence of brands is increasing.

In the face of new consumption and new development tide, more and more Chinese enterprises are making use of the advantages of quality and brand to create a world in the overseas market and inject strong momentum into the steady development of China's economy.

(source: People's daily)