Can hold the classics, become an internet celebrity

　　Why "new domestic products" set off the trend

　　Time-honored brands have been renewed, traditional brands have been upgraded, and cutting-edge brands have risen... In recent years, there has been a new trend of domestic products in the consumer market that "can hold the classics and become the Internet celebrities".

Buying, using and selling domestic products has become a daily routine for many people, especially the younger generation.

　　In the face of fierce market competition and escalating consumer demand, many domestic products not only maintain the advantage of high cost performance, but also change their original appearance in the cross-border integration and enter the public view with a new attitude.

Many people sighed, "I didn't expect domestic products to be so trendy!"

Transformation, paint a new look of domestic products

　　In today's increasingly diverse consumer demand, how can the design of a piece of clothing be different?

When modern clothing meets traditional culture, the chemical reaction produced is beyond many people's imagination.

　　Not long ago, the domestic clothing brand Peacebird joined hands with "Mulan" to combine traditional Chinese clothing with popular IP to create a co-branded fashion series "Mulan's New Clothes", which became a hit when it was launched.

Prior to this, Peacebird had cooperated with well-known brands or IPs such as Lay's Potato Chips and "Sesame Street" to release a number of co-branded products, which once became a hot topic on social media.

　　However, just a few years ago, Peacebird gave many people the impression that it was "too business."

Speaking of Peacebird, "post-95" Xiao Li said frankly in an interview with this newspaper, "I always feel that this brand's products are not suitable for young people." It was only when I went shopping recently that I found out that Peacebird had launched many trendy styles and felt "good-looking and "Fashion" Xiao Li immediately bought a T-shirt co-branded with Coca-Cola.

　　Peacebird's "circle fan" young people have become a vivid footnote to the rise of the national tide.

In recent years, many domestic old brands, like Peacebird, have proactively transformed and brought forth the new by introducing new ideas, new technologies, and new models, setting off a new wave of domestic old brands.

　　For example, Chenguang Stationery and Peking Opera "married", turning a seemingly small business of a few dollars into a big business with an annual revenue of more than 8 billion yuan; the transformation and upgrading of Feiyue "Little White Shoes" has embarked on the road of "national tide", Fashion brand in the eyes of young people; "Lao Ganma" took the fashion route and launched a joint sweater to surprise consumers... These "new domestic products" that integrate cultural connotation and grasp the pulse of the times can always make people shine.

　　In addition to the changes in traditional brands, a large number of new domestic brands have also sprung up.

A short-sleeved T-shirt launched by the domestic trendy brand GENANX this spring has sold nearly 100,000 pieces on the online shopping community platform "Dewu" APP; the beverage brand "Yuanqi Forest" specializing in the production of sugar-free and low-calorie products, In just 4 years of its establishment, it has become a "net celebrity" in the field of sugar-free beverages; the makeup brand "Perfect Diary" has more than 25 million fans on the entire network and has more than 1 billion monthly exposures...

　　There are also many "black technology" products that have become popular among young people.

The "Taiji" technology developed by Peak Group has been applied to basketball shoes, slippers, walking shoes and other products. With the unique comfort and functionality of the products, it has successfully "out of the circle" and has quickly become a "explosive model" in short supply in the market. It also made Peak, who was in a trough, fought a beautiful turnaround.

　　The "2020 China Consumer Brand Development Report" released by the Ali Research Institute shows that 80% of the products consumers consume on Tmall are domestic products.

Among the brands with sales of more than 100 million yuan during the "Double 11" in 2019, 173 domestic brands accounted for nearly 60%.

　　On June 22, CBN Business Data Center released a data report showing that the search index related to "new domestic products" showed a steady upward trend, and the consumption scale of the online domestic products market has maintained growth in the past three years.

　　It can be seen that today's domestic brands are no longer just synonymous with good quality and low price, but also a trend-setter of quality and fashion.

Marketing, conform to the new concept of consumption

　　"The white rabbit toffee is a childhood memory!" Talking about the "national toffee" white rabbit's cross-border journey in the past few years, the "post-90s" Xiao Xiao who works in Beijing is like a few treasures: from co-branded ice cream to pop-up shop Milk tea, then to the recently launched hand creams and shower gels... In short, as long as you are in contact with the "Big White Rabbit", Xiao Xiao will buy it as soon as possible.

　　"These products combine time-honored brand elements with life uses, which are both practical and cultural." Xiao Xiao told our reporter, "More importantly, the white rabbit toffee is behind the childhood complex, and I am willing to pay for it."

　　Xiao Wu, who is also a "post-90s", pays more attention to domestic trendy brands.

On weekdays, Xiao Wu often learns fashion and fashion information online.

"'China Lining' is one of my favorite domestic fashion brands." Xiao Wu said, "'China Lining' has promoted the national tide to the world with 4 square and square Chinese characters, making people feel proud of their nationality. He has deepened his love for this brand."

　　In Xiao Wu's view, wearing trendy brands and talking about fashion is not for the recognition of others, nor is it a kind of conspicuous consumption. It is just out of heartfelt love and feels that it is fashionable and beautiful to wear.

　　"Dewu" APP and Sina Fashion released the "2020 Contemporary Young People's Consumption Data Report-Trending Consumption", which shows that "price ratio" has become the "keyword" of trendy consumption, and young people's consumption is showing that they pay for love and love. Trends such as "national tide" and loving community exchanges.

　　"Young consumers, represented by the post-90s generation, no longer care about whether the product is a foreign brand or a domestic brand. They consume more to satisfy their own aesthetic preferences and pay more and more attention to the emotional story and spiritual value behind the product. This is a kind of consumption concept of "pleasing oneself"." The relevant person in charge of the "Dewu" APP said analytically.

　　In order to "lever" the minds of more young people, many domestic brands not only cater to the aesthetics and needs of young consumers in product design, but also actively embrace new formats such as new retail and live delivery of goods in marketing, and continue to build community Operation and content dissemination, and strive to "break the circle".

　　The reporter noticed that on the "Dewu" APP, users can not only buy all kinds of trendy brand products, but also exchange consumer experience and publish life dynamics on the platform, which has the dual attributes of social networking and e-commerce.

　　Wu Guoqiang, chief operating officer of GENANX, a domestic fashion brand, told our reporter that young people are willing to share their favorite things. Such sharing can also allow more users to increase their understanding of the product, forming a way from "understanding" to "obtaining" to The new consumption ecology of "communication".

　　"Young people are becoming more and more accepting of fashion brands, thanks to the development of this Internet community with both e-commerce and social attributes." Wu Guoqiang said.

　　In addition, experiential consumption, short video communication and other methods are also accelerating domestic products into the young people's vision.

On June 7, CCTV and Gome Retail jointly launched the "Everyone Loves Made in China" super live broadcast, attracting nearly 10 million people to watch, with total sales of 720 million yuan.

　　Zhao Yupei, a researcher and doctoral supervisor of the "Hundred Talents Program" of the School of Media and International Culture of Zhejiang University, pointed out in an interview with this newspaper that the biggest driving force for the rise of the national tide is young people.

"The entry of the younger generation into the consumer market not only means a change in the traditional trend, but also a change in the direction of consumption and capital. After market testing, the national tide will undoubtedly be vigorously promoted by capital, policies, and media."

Culture, expand and develop new space

　　In recent years, Langzi, the chief designer of the Hanfu brand "Li", has clearly felt that young people nowadays are willing to take the initiative to understand and learn Chinese traditional culture, and Hanfu is becoming more and more popular among consumers in the consumer market.

　　Therefore, Langzi made a transition to try Hanfu design this year and founded the Hanfu brand "Li".

"We adhere to the concept of'old clothes and new clothes', while preserving the ancient charm of Hanfu, we strive to combine traditional and modern elements." Langzi told our reporter, "We hope that Hanfu can be matched with some modern clothing, such as T-shirts. , Jeans, etc., making Hanfu more and more routine and becoming a fashion trend."

　　Behind the popularity of Hanfu is the fashionable expression of cultural elements in commodities.

Now, more and more local designers choose to incorporate Chinese traditional cultural symbols into the design of commodities.

For example, some products use "blue and white porcelain", "Great Wall", "splash ink", "tie dye" and other creative ideas that contain Chinese elements and traditional craft elements. Some brands choose to co-brand with traditional cultural IP such as the Forbidden City.

　　According to Yang Bing, the founder of Dewu App, the rise of the national tide is a manifestation of the cultural confidence of young people.

They have witnessed the continuous development of the country and have also seen that Chinese traditional culture is increasingly recognized internationally.

In their eyes, traditional cultural symbols are gradually being equated with individuality and characteristics, so they are willing to buy domestic products to show their individuality and national pride.

The rise of domestic brands, in turn, strengthens consumers' inner cultural confidence and shapes the aesthetic pursuit of young people.

　　Industry experts said that behind the national boom is not only made in China and the rise of Chinese brands, but also a manifestation of Chinese feelings and confidence in China.

The upgrade of manufacturing in China is the basis for the formation of the national boom. The continuous improvement of the consumption ability of the Chinese people is an important reason for the formation of the national boom. The increase in cultural confidence is the driving force for the formation of the national boom. The joint action of the government, the media and enterprises is the formation of the national boom. Powerful help.

　　As domestic brands continue to tap traditional cultural values ​​and forge higher-quality products, not only will the recognition of domestic products in the hearts of local consumers gradually increase, but the pace of "going out" will also accelerate.

Innovative cultural dissemination and telling the Chinese story will gain a stronger momentum for the development of the national tide in the future.

　　Jiang Zhongqi Qiao Cai