"High, new, excellent, special" products are favored by consumers
Looking at new trends in consumption from the Consumer Expo (In-Depth Observation)
Our reporter Wang Ke Luo Shanshan Qiu Haifeng Zhu Rongpeng
Invite visitors from all over the world to gather global boutiques.
From May 7th to 10th, the first China International Consumer Goods Expo co-sponsored by the Ministry of Commerce and the People's Government of Hainan Province was unveiled in Haikou, Hainan.
1,505 companies from 70 countries and regions participated in the exhibition and 2,628 consumer boutique brands were exhibited; the number of various buyers and professional visitors exceeded 30,000, and the number of visitors exceeded 240,000.
In this fruitful and lively consumer event, many "high, new, high-quality, special" products from home and abroad appeared in a concentrated manner and were favored by consumers, reflecting some new trends in my country's consumption upgrade.
high--
Brands gathered, mid-to-high-end consumption momentum is booming
"I came here with this high-end product! You can buy it at the Consumer Fair, and you don't need to'haitao' anymore." I heard that Dell brought an "ALIENWARE" computer to the exhibition, Nanjing, Jiangsu "Post-95" Li Mingdong booked a ticket to the Consumer Fair and rushed to experience it.
"As a game enthusiast, I have long heard of Dell's new high-end products." Staring at the 54.6-inch OLED gaming display with the "alien" head logo on the booth, Li Mingdong couldn't hide his excitement: "I will be in 2019. I started with an "alien" computer, and the new product launched this time looks even cooler!"
Just looking at it is not enough. Li Mingdong consulted the staff in detail and conducted practical experience: ultra-narrow bezel, only 12mm to the thin, high refresh and low blue light screen, response only takes 0.5 milliseconds... After one pass, Li Mingdong was very satisfied. , Go straight to the service desk to place an order.
At the first Consumer Expo, Dell Technology Group brought its new "alien" products to the show, and many fans like Li Mingdong started the "buy, buy, buy" model.
"We receive dozens of spectators every day, basically for our high-end products." said Zhang Weilu, a staff member in the game area of Dell's booth. In addition to large-screen gaming desktops, Dell also launched the "Alien" sharp The Dragon version of the gaming notebook has been upgraded in terms of graphics card, memory, etc., and is also equipped with many high-tech elements such as intelligent kinetic energy technology platform, mechanical keyboard, small-size GaN adapter, etc., and is warmly welcomed.
"The Chinese consumer market has a very strong demand for mid-to-high-end products." said Zhou Bing, global vice president of Dell Technology Group. This consumer expo is Dell's first large-scale display of high-end products.
Dell hopes to better meet the needs of Chinese consumers by focusing on the mid- to high-end needs of Chinese consumers and conducting targeted R&D and design.
Dell's feelings are a vivid portrayal of the current consumption upgrade trend in my country.
With China’s per capita GDP breaking through the US$10,000 mark, Chinese consumers’ vision and taste have become higher and higher, upgrading from “buy” to “good”, which has boosted the market demand for mid-to-high-end consumer goods.
In line with this new consumption trend, Hainan’s outlying island tax exemption policy has been adjusted accordingly.
Today, the duty-free shopping limit on Hainan’s outlying islands has been gradually increased from 5,000 yuan per person per year in 2011 to 100,000 yuan; the variety of commodities has expanded from the original 18 to the current 45, adding jewelry, watches, luggage, clothing, electronic products, etc. High-end brands in the category.
Consumers can buy more global mid-to-high-end products without going abroad.
According to data released by the Hainan Provincial Department of Commerce, in terms of tax-free consumption on outlying islands, in 2020, the sales of high-end products such as watches, jewelry, luggage and clothing, shoes, hats and leather goods, which account for a high proportion of overseas consumption, will rise sharply, with annual sales increasing 2.5 times year-on-year.
The proportion of sales of duty-free goods above 8,000 yuan has increased from about 18% in the past to more than 25% now.
The per capita shopping amount of duty-free shops has increased from less than 2,000 yuan in 2011 to nearly 10,000 yuan at present.
new--
First launch and exhibition, good prospects for new product consumption
"Try our new mouthwash products, the effect is great!" In the Consumer Expo's lifestyle exhibition area, the new product mouthwash released on the Johnson & Johnson showcase attracted many spectators.
There is a research and development story worth telling behind the little mouthwash.
"This mouthwash was developed based entirely on the preferences of Chinese consumers, and it is a brand new attempt for Johnson & Johnson." Johnson & Johnson booth staff introduced that in 2017, Johnson & Johnson used platform big data to learn about Chinese consumers' demand for mouthwash products. Based on feedback, decided to try to develop new products in a "reverse customization" approach.
New product development is a complicated process. Generally speaking, the average development cycle of a common product of Johnson & Johnson is 24 months.
The new mouthwash for the Chinese market, on the basis of quality assurance, took only 5 months from the development of the new formula to the launch of the product, setting a record for the fastest launching process of a new imported product under Johnson & Johnson.
Why is the development process so fast?
"China's consumption upgrade continues to accelerate, with new products appearing every second and every second. Opportunities are just around the corner. How can you keep up with the unpleasantness!" said Wang Yi, President of Johnson & Johnson Consumer Products China.
How has the market reacted to the product developed so quickly?
"We thought it could be hot, but didn't expect it to be so hot!" Wang Yi said, this fast-developed new product is very popular online and offline.
At the Consumer Fair, a grand event with the theme of "New Consumption, New Platform, New Opportunity", many international fresh and trendy products like Johnson & Johnson's mouthwash made their debut.
In 4 days, exhibitors from all over the world held more than 80 debut events non-stop, bringing new products, new technologies, new services and new ideas, covering clothing and bags, beauty products, food, wine, jewelry, diamonds, etc. Ten categories have attracted the attention of a large number of consumers.
"From the hot scene of the consumption of new products at the first Consumer Expo, we can see the new trend of my country's consumer market." said Dong Chao, director of the Institute of Circulation and Consumption of the Institute of International Trade and Economic Cooperation of the Ministry of Commerce. Demand is becoming more and more personalized and diversified, product upgrade iterations continue to accelerate, and consumption of related new products and services is growing rapidly.
"In the long run, the consumption trend of new products will continue. While international brands continue to be'new', domestic manufacturers should also enrich the supply of new products by establishing their own brands or cooperating with domestic circulation companies to establish brands." Dong Chao Say.
excellent--
Higher quality, high-quality consumption is the mainstream
"These clothes can be customized privately, like this gauze skirt, the custom price is 3,000 yuan to 5,000 yuan." At the Hainan Pavilion in the domestic exhibition area of the first Consumer Expo, Teng Ruobin, general manager of Hainan Jinxiu Beibei Co., Ltd. introduced the embellished Long gown with Li elements pattern.
The elegant shape, the primitive colors, the embellishment of ethnic elements, and the fine materials attracted many audiences to stop and ask.
In 4 days, nearly 5000 people consulted and cooperated!
As the designated exhibitor in the Lijin area of the Hainan Pavilion, Jinxiu Weaving Shell Co., Ltd. exhibited more than 50 products in 6 categories at the Consumer Fair, covering clothing, accessories and cultural and creative products.
"I didn't even dare to think that Li Jin's products could be so popular!" Teng Ruopin sighed.
Li brocade is one of the oldest cotton textile dyeing and embroidery techniques in China and the world, and is called the "living fossil" of China's textile industry.
Because the production of traditional Li brocade needs to be done purely by hand, the craftsmanship is complicated and the production process is long, which has been difficult to popularize.
"More importantly, the craftsmanship is not refined and standardized enough to meet the needs of consumers for high-quality consumption." Shen Bei, deputy director and secretary-general of the Brocade Professional Committee of the Chinese Arts and Crafts Association, introduced that the raw materials used in traditional Li brocade are not fine enough. The level of craftsmanship varies, and for consumer-oriented products, even details such as the number of stitches on a 1 square centimeter fabric may affect the consumer's experience.
Improving the level of craftsmanship and improving product quality have become the key to market competition!
"With the consumption upgrade, more and more consumers value the quality of goods. This is a good opportunity for domestic companies to overtake a corner." Teng Ruopin said.
The market needs high-quality products, and companies can also use market forces to improve Lijin weaving.
On the one hand, it collects folk works and collects Li brocade patterns, and cooperates with non-genetic inheritors to improve the level of craftsmanship; on the other hand, integrates the resources of the R&D team to drive the local Li nationality weavers to improve the weaving skills.
With the help of the rescue and protection project of the traditional spinning, dyeing, weaving and embroidery skills of the Li nationality in Hainan Province, Jinxiu Beibei Co., Ltd. has recorded and learned the traditional hand-spinning, plant dyeing, base fabric weaving and other technological processes and related weaving and embroidery tools of the Li nationality, and collected them With a large amount of data and information, nearly 100 people from 6 teams participated in the training, and a batch of embroidery talents were cultivated.
As a result, Li Jin continues to improve product quality, not only opening up the domestic market, but also moving towards the international market.
"We have established close cooperative relations with famous domestic fashion colleges such as Shanghai and Beijing, and internationally renowned design institutions such as South Korea and Germany. With the help of professional teams, we have developed jewelry series, travel backpack series, tea set series, clothing series and other products, which are consumed by domestic and foreign consumers. Highly recognized by the readers.” Teng Ruobin said.
special--
Domestic products are popular, characteristic consumption becomes fashionable
"Guess, which watch is this?"
"Unexpectedly, this is a Seagull watch."
At the Fosun booth at the Consumer Fair, an audience member was sending a photo of the Seagull watch to the WeChat group to share with his family new things about the exhibition.
"This watch is nostalgic and trendy. I didn't expect Seagull watches to have so many rich styles," he said.
The seagull watch that attracted many audiences to watch is from Tianjin Seagull Watch Industry Group Company (formerly Tianjin Watch Factory).
In 1955, four watchmakers made China's first watch on the second floor of the Warwick Clock Factory (the predecessor of Tianjin Seagull Watch Industry Group), ending China's history of "only repairing watches, not making watches".
To the left of the Seagull Watch booth, the Shanghai Watch booth also gathered a lot of attention.
“In the 1960s and 1970s, as one of the four “three revolutions and one ringing”, the watch was one of the consumer goods that every family wanted to have. Seagull Watch and Shanghai Watch were household-name domestic watch brands in that era. Owning a watch like this is a very happy thing.” Yang Yu, a viewer who was trying on a Shanghai watch, chatted with the reporter, “After the 1990s, many international watch brands flooded into China, and some domestic brands encountered difficulties. Today, I am so pleased and proud to see these time-honored brands come back to life!"
According to the booth staff, not only the middle-aged and elderly exhibitors favor Seagull watches and Shanghai watches, but many young consumers also show great interest in time-honored watch brands.
"We have been paying attention to the new trend of consumption upgrading. Now consumers not only pay more attention to the accumulation of brand culture, but also pay more attention to individuality and creative expression. As long as the national brand of'Made in China' keeps pace with the times in terms of product appearance and design concepts, It is easy to arouse the emotional resonance of consumers and bring them a richer consumption experience.” said Shi Kun, vice president of Fosun International and chairman of Hanchen Watch.
Shi Kun said that, as a global consumer boutique event, the Consumer Fair not only provides opportunities for display and trading of consumer boutiques from all over the world to enter the Chinese market, but also a stage for domestic products to showcase their unique style to the world.
This time, Fosun brought a series of domestic consumer brands, such as Shanghai Watch, Seagull Watch, Yuyuan Cultural and Creative and Tong Han Chuntang, etc., all of which brought their flagship products to the stage, demonstrating the unique charm of domestic consumer brands.
According to the data, the boutique live broadcast rooms set up during the first consumer expo attracted more than 16 million viewers, with a total guide turnover of 68 million yuan and a total number of guide transactions exceeding 960,000.
Domestic brands have gained a lot.
In the special live broadcast of the Wei Ya family season, the Seagull hollow zircon ladies watch and the Shanghai watch C917 Sun Moon Star were sold out within 10 seconds and 15 seconds respectively, with sales of nearly 9 million yuan.
Special consumption has brought new opportunities for domestic brands, and it is not easy to regain consumers' hearts.
Shi Kun said that opportunities and challenges coexist. The domestic products and traditional time-honored brands are faced with multi-dimensional and all-round problems such as mechanism, channels, talents, and markets. Only to overcome these difficulties one by one, seize the consumption upgrade trend, and hold the industry together. Talents, broadening sales channels, and reforming corporate management mechanisms can truly release the development potential of domestic brands.
"We also plan to change the brand name on part of the seagull dial from SEA-GULL (sea gull) to Chinese'China Sea Gull', hoping that'China Sea Gull' can become a unique new symbol of the brand." Shi Kun said.
(People's Daily Online reporter Wang Shuo participated in the writing)