What Are The "New" Changes Of Chinese Products You Get On The Double 11

This year, the first round of the double 11 boom has come to an end. Many consumers will find that from the beginning of dominating international brands to the rise of domestic brands, one side of the double 11 has become an observation window for the change of national consumption concept.

In recent years, a wave of national trend has been set off. Old brand domestic products have the courage to innovate and re-enter the public vision. New domestic products are also emerging.

　　 1. Rising Li Ning and Anta

When it comes to Guochao, the first thing I think of is "Li Ning, China".

Li Ning, founded in 1990, has undergone century changes. From 2010 to 2014, under the influence of Beijing Olympic Games, international sports brands changed their sales strategy in China, and the market share of local sports apparel was constantly squeezed by foreign sports brands. Sports apparel industry inventory crisis broke out. In the competition with foreign brands, local sports apparel enterprises are losing, showing an overall downward trend.

However, Li Ning's blind transformation with weak sense of crisis led to the closure of a large number of stores and losses in successive years from 2011 to 2014. In 2015, Li Ning's return helped it transform into "China's Li Ning" and turned losses into profits in that year.

Seize the opportunity of "New York Fashion" in 2018. After fashion week, its revenue began to grow rapidly.

According to the announcement, in 2019, Li Ning's annual revenue reached 13.87 billion yuan, a year-on-year increase of 32%; and its net profit was 1.499 billion yuan, up 110% year-on-year. The increase was mainly due to the increase of the group's brand identity, the increase in the discount for new and old products in the self-employed channel, and the optimization of the tag cost ratio.

　　 Unlike Li Ning's focus on a single brand, Anta has been committed to the strategic layout of multiple brands. At the same time, it has acquired many overseas sports brands, such as Italian sports and leisure brand FILA, Japanese clothing brand Descente, etc., making use of the brand influence formed by these mature sports brands in the overseas market, so as to successfully expand the overseas market. Over the years, it has been found that more than half of Anta's revenue comes from overseas brands.

At 15:32 on November 1 this year, Anta Group's double 11 e-commerce flow exceeded one billion yuan.

Ms. Wu, a sports teacher in track and field, told the media that as a track and field athlete, she thinks Anta feels better than Li Ning and is more suitable for wearing in track and field sports. But the college students around him are more inclined to Li Ning and think that Li Ning's fashion is far higher than Anta.

In the past three years of double 11, Anta's sales still far exceeded that of Li Ning, despite its strong momentum. However, this year, in the first round of double 11, which has just ended for three days, Li Ning topped the list of sportswear and leisure clothing, surpassing Anta for the first time, followed by the high-end line of Anta, Feile.

　　 2. Huaxizi, a rising star, perfect diary

Compared with Li Ning, an old Chinese product, the rise of Guochao beauty and skin care has entered the public view with the advantage of the times.

On October 21, 2020, on the day of pre-sale, the sales volume of perfect diary is only 30 minutes higher than that of the whole day of last year, and that of huaxizi in 60 minutes exceeds that of last year.

Two domestic brands established only 3 years ago, by what to lead the domestic cosmetics? With the combination of "IP + planting grass", the perfect diary has become a black horse in the field of color makeup. Huaxizi has grasped the outlet of marketing methods such as short video, little red book, live broadcast with goods, etc., and successfully tied with Li Jiaqi, making it a new force in domestic cosmetics.

As a pioneer of domestic cosmetics, perfect diary obtains new users by putting small red book KOL matrix, then retains users through wechat private domain traffic, promotes repurchase and stands at the current "joint name" outlet to directly attack users' hearts. Due to the crazy co branding of perfect diary, British Museum, discovery discovery channel, China National Geographic and other IP, a blockbuster co branded eye shadow will sell 370000 pieces in 618 of 2019, with a four digit sales growth year-on-year.

According to the data, from January 2018 to August 2018, the sales volume of perfect diary did not exceed 50 million yuan. In November 2018, sales soared by more than 200 million yuan. In 2019, the sales volume of perfect diary surpassed that of European and American brands for the first time, and became the No.1 cosmetics sales list of tmall. At 3:08 on November 1 this year, the perfect diary became a brand with more than 200 million cosmetics.

Huaxizi, who comes from behind, is mainly composed of star lineup and head KOL, and creates explosive products with massive accounts.

From only 43.19 million sales in 2018 to 1.13 billion sales in 2019, Xizi has become a new star of domestic products. Huaxizi participated in the "double 11" in 2019 for the first time. The investment in the early stage of traffic was warmed up, and the marketing means of focusing on user experience rather than sales volume was adopted. In 2019, the search index showed an obvious upward trend, especially reaching a high value during the "double 11" activity in 19 years, with an overall year-on-year growth rate of 420%.

Huaxizi's backwardness obviously puts pressure on the perfect diary. Perfect diary signed a new spokesperson to become the bottom card for beauty brands to participate in the double 11. Zhou Xun, a continuous official publicity actor, was the first global spokesman of the brand in the early days of the double 11. Troye Sivan, an international singer songwriter, became the Chinese brand ambassador.

Huaxizi, on the other hand, is still full of feelings, pushing the national ethos to a climax. With the theme of "national beauty is the beauty of the world", huaxizi has launched a series of exhibits of "impression of Miao nationality", and even has a cross-border "marriage" with the legend of Gaia. Although there are some differences between the two, the essence is to rely on the fan economy, create a sense of big brand, and win the trust of consumers.

The popularity of domestic products is the expression of cultural confidence, and the rise of national style and national trend reflects the public's pursuit of high value-added products with cultural confidence. Facing the complicated world, the market will give the answer.