Changes in user mentality, business innovation and change, platforms help Diebian——
Why can domestic products be eye-catching in "Double 11"?
Our reporter Han Weizheng
The annual "Double 11" is not only a carnival for the "Chop Hand Party", but also a "barometer" for observing China's consumption and economy.
Affected by the epidemic this year and the external environment, many people are worried: Is China's economic vitality still there?
Is domestic demand still sufficient?
The answer has now been revealed.
During the "Double 11" period (November 1-11), the sales of the two platforms, Tmall and JD, totaled about 770 billion yuan, both of which set the highest growth rate in recent years.
According to media analysis, if you count the e-commerce platforms such as Pinduoduo and Suning, the total transaction volume during China's "Double 11" period this year may approach one trillion yuan.
Zhang Liqun, a macroeconomic researcher at the Development Research Center of the State Council, said that the substantial increase in turnover this year reflects the strong consumption vitality of domestic residents, the large domestic demand market potential, and the good momentum of economic recovery.
It is worth noting that this year's "Double 11" domestic brands performed well.
Regardless of whether it is an old brand domestic product or an emerging domestic product, the sales volume this year has increased substantially.
Why are domestic products more and more popular?
What efforts have merchants and platforms made?
Fan: It's good to use domestic products!
"Like the domestic basketball shoes again! Regardless of their appearance or workmanship, they can kill many international big names." Xiao Wang, a basketball shoe enthusiast who lives in Beijing, is in his early 30s and just got the newly bought Anta KT6 on "Double 11". I posted my own evaluation in the circle of friends.
The "post-85s" like Xiao Wang have personally experienced the whole process of basketball shoes entering China and popularizing the youth market, and also witnessed the rise of domestic brands.
"Previously, domestically-made shoes were really impossible to wear. They were ugly and uncomfortable. Everyone jokingly called them'brick shoes'." Xiao Wang said that a few years ago, domestically-made sneakers began to counterattack in terms of appearance.
"In 2017, Li Ning launched'Yushuai 11', which not only has a sense of design, but also has very fresh colors such as'peach peach and dragon fruit', which amazed all shoe lovers." Xiao Wang said, since then domestic shoes have entered the "yan" "Time is worth the time", "For example, the design and color matching of this pair of KT6 use many elements of Chinese landscape painting. This kind of aesthetic design close to the Chinese market cannot be learned by foreign big names."
In 2019, as Li Ning, Peak, and Anta have released their own core material technologies, domestic shoes not only have "appearance", but also have the technological content of international big names.
Xiao Wang now recommends domestic sneakers when he meets everyone.
"The beauty is high, the technology content is sufficient, and it is more in line with the Chinese aesthetics. Why not choose domestic products?"
There are many "domestic fans" like Xiao Wang, and most of them are "post-80s" and "post-90s".
During the interview, the reporter found that although they are interested in different types of goods, the "methodology" when buying goods is surprisingly similar: before buying things, first go online and read self-media reviews, and try to figure out the pricing rules of the goods, how much material costs, How much is the brand premium, what is the user experience, never superstitious about brand advertising, and refuse to pay "wonderful money."
"This is the era of'everyone is a product manager'. Regardless of whether it is domestic or imported, you have to use products to speak. Don't fool us." Xiao Guo from Chengdu is a "post-90s" and her experience comes from buying mattresses.
"A mattress is four-sided, the price is 20,000 to 30,000 yuan, and the promotion is reduced by 10,000. You can't see it inside. Everything depends on the feeling. I really don't know if the money is worth the bottom.
Just when Xiao Guo was hesitant, she found a blogger called "Mattress Remover" on Zhihu, who specially disassembled various brands of mattresses on the market and recorded them into videos, carefully for everyone Explaining the functions and prices of different springs, cushions, and fabrics, they have been praised by a large number of netizens.
At the same time, as a practitioner in the domestic mattress industry, "Leg Hair" also has its own brand "Scout", which focuses on price transparency and customized services. Users can choose different types of springs and cushions to match freely, so that the price difference is reflected in the specific materials. on.
"The essence of sleeping is the combination of materials." Xiao Guo said. After repeated comparisons between Qizuo and the experience store of an imported big-name store, she finally chose the domestically made Qizuo on the "Double 11".
"The feeling of sleeping is almost the same, but the price of domestic products is only 1/6 of the imported price. The key is that I understand the money and I am willing to pay for it."
Today, when new media is highly developed and information exchange is unprecedentedly sufficient, the perception of the new generation of Chinese consumers is changing, and the previous brand pattern is being adjusted.
For domestic products, this is a challenge, but it is undoubtedly an opportunity.
Merchants: insight into new consumer demand can be "red"
In the past few years, during the "Double 11", an important concern of people is the rise of cutting-edge domestic products.
These "dark horses of domestic products" often herald new trends in consumer demand.
For example, the domestic mopping robot "Cloud Whale".
On the day of this year's "Double 11", the Yunjing Tmall flagship store ranked first in the industry since the 30th second after the final payment was issued.
65,000 mopping robots priced at nearly 4,000 yuan were wiped out.
Become the biggest dark horse in "Double 11" Tmall household appliances products.
What is the magic of this small company that was only established in 2016 and launched its products in 2019?
The key lies in a core technology: automatic washing mop.
In the past, similar products on the market were based on the “machine mopping the floor and people washing the machine” model. Cloud Whale aimed at this user’s pain point and solved the problem of automatic mop washing for the first time. It was affectionately referred to by netizens as “the gospel of lazy people”. 200,000 new users were added in just one year.
Why was the world's first automatic mop-washing robot born in a Chinese company, instead of being developed by a foreign industry giant?
Faced with reporters’ questions, Li Youlong, Marketing Director of Cloud Whale, mentioned China’s unique industrial supporting advantages: “We found a problem in the morning, and the supplier’s technicians can come over in the afternoon to solve the problem together. What about foreign companies? Discovered in the Chinese market. They have to send someone over by plane first, and then convene a meeting with suppliers. The speed of product upgrade and iteration is not as fast as ours."
In addition, the support of e-commerce platforms is also very important.
In August of this year, the Tmall platform actively invited Cloud Whale to board the "Tmall Super Brand Day" where only international big names could appear in the past, and it was less than a year before Cloud Whale entered the platform.
"Supporting new domestic brands has always been our core strategy." Wufeng, head of Tmall's new brand business, told reporters, "Tmall will continue to help 1,000 companies with annual sales of over 100 million and 100 over 1 billion in the next three years. The new Chinese brand was born."
Users are changing, and businesses are growing.
More and more domestic brands have realized that they should not only use cheap prices to hit the market and regard "Double 11" as a clearing of inventories, but should have a real insight into the new needs of consumers.
Li Haizhen, the founder of the domestic skin care brand Doradoshang, feels deeply about this.
"Today, Chinese consumers have established their knowledge of quality. As long as domestic products are of good quality and cost-effective, they can be recognized by users." Li Haizhen told reporters, "Chinese products are on the rise, and the new needs of users are ours. opportunity."
And Li Haizhen's way to find user needs is to devote himself to live broadcast and bring goods.
At the end of May this year, Dora Duo Shang entered the Kuaishou live broadcast platform. In less than six months, the number of fans has exceeded 2.6 million, with an average turnover of 670,000 yuan, and a single highest turnover of 12.84 million yuan.
"The way of delivering goods through live broadcast has greatly shortened the communication cost and conversion cost between us and users. Whether the product is good or the user is willing to repurchase it can be returned through the most direct interactive feedback." Li Haizhen said, this is also her choice The reason for Kuaishou is that Kuaishou’s algorithm recommendations are accurate, allowing you to accurately reach the potential user population, and second, Kuaishou’s fans are highly active and easy to collect user feedback.
On the day of "Double 11" this year, Li Haizhen's live broadcast room had more than 1 million viewers, and his fans grew by nearly 100,000.
"When you absorb the users' opinions and meet the new needs of consumers in a timely manner, the users themselves will help you advertise."
Platform: "Reverse Customization" Empowers Merchants
The sudden epidemic has severely damaged the domestic flower industry chain.
With the support of the JD platform this year, the online e-commerce platform has become the “main position” of Yunnan flower farmers.
In only 30 minutes on the first day of "Double 11", the turnover of Jingdong's self-operated flowers and plants category exceeded that of last year.
Behind this is the data empowerment of JD.com's C2M (Consumer Direct Connect Factory) model.
“JD’s big data shows that consumers’ preferred colors are pink first, purple second, and light pinkish white. After we get this data, we will feed it back to the base and make corresponding planting adjustments.” Wang Pengbo, CEO of Yunnan Gardener Technology Co., Ltd., said that the C2M model and "reverse customization" enable production to more accurately meet consumer needs.
Based on the data from the JD platform, Vickers, the "hidden champion" in the hardware field, has "reversely customized" and produced explosive products for household tools.
“We found that in recent years, Chinese people buying furniture online and installing them on their own have become a trend, and the number one pain point for users is that they don’t have handy tools. Every time they finish screwing the screws, they will be very tired.” said Zhu Shiyan, vice president of Vickers, “for this One point, we decided to develop a wireless electric screwdriver, and a lithium cordless household impact drill set. "Sure enough, the product became a hit when it came out.
During this year's "Double 11" period, the turnover of Wackers reached 12 million yuan, an increase of 140% from the previous month. These two "reverse customized" explosive products contributed a lot.
The beneficiaries of "reverse customization" are foreign trade companies.
Affected by the epidemic, many overseas orders have been postponed or cancelled, and exporting to domestic sales has become a way for many foreign trade companies to save themselves.
Transition is not easy.
One of the difficulties is that the target user group cannot be found and the needs of consumers are uncertain.
"We found that a large number of foreign trade companies actually already have the industry's top manufacturing and R&D capabilities, and what they lack is only market capabilities." Pinduoduo vice president Chen Qiu told reporters.
Thus, the C2M model for foreign trade companies came into being.
"For example, we have observed that in a certain period of time, there are more than 2 million users on the platform, hoping to buy a certain design, a certain style of women’s shoes at a certain price. We transfer this demand to those with production capacity. After the completion of product development, design and production, foreign trade companies can quickly match consumers with corresponding groups. Through this model, we help these companies first have stable orders, and then have a stable market share, and form on this basis Brand recognition." Chen Qiu told reporters that through this "reverse customization" and "production based on demand" model, Pinduoduo helped many foreign trade companies to successfully transform.
An example is Zhejiang Sanhe, which produces over 25 million pots and pans for international brands such as Zwilling and Thermos.
Affected by the global epidemic, Sanhe's first quarter foreign trade orders fell 12% year-on-year.
However, the company adjusted its layout in time and used the C2M model to "turn inward", which made Sanhe domestic sales increased by 100% year-on-year, and total sales increased by 9% year-on-year.
"This year's "Double 11", we have given a lot of resources to transforming enterprises and customized products. Since November, the average daily order volume of platform customized products has stabilized at more than 2.5 million orders." Chen Qiu said, Pinduoduo hopes for the future It can support 5,000 foreign trade companies to establish their own brands and create an incremental market of more than 1 trillion yuan.