Why can new domestic products capture the hearts of young people?
Nowadays, the new domestic products that are growing vigorously have penetrated into our lives in all directions.
Young people who like to wear their individuality on their bodies are used to using domestic products such as Mary Daijia mascara, Huaxizi loose powder, Perfect Diary lip glaze and other domestic products. They like to use home appliances and electronic products from Midea, Huawei, Xiaomi, Haier, Gree, Joyoung and other brands. Love to drink new teas such as Heycha and Nayuki's tea...
On June 16, the "New Domestic Products 618 Consumer Trend Report" released by the consumer content community "What is Worth Buying" showed that a large number of new domestic brands have emerged and penetrated into consumers' home, workplace, and social life scenarios. It is China One of the most important changes in the consumer market.
New domestic products become a "social symbol" for young people
The "Report" shows that this year's "618", more and more consumers' shopping carts are being "contracted" by new domestic products, and new domestic products have grown into the protagonist of new consumption.
In the first half of this year, Hangzhou Wulin Yintai's new domestic sports brand increased by 500% compared with the same period last year.
Take Li Ning as an example, sales in the first half of the year were six times that of the same period last year.
At the 2021 JD.com "618" launch and trend conference held recently, Perfect Diary, the outstanding domestic cosmetics brand, and the powerful skin care brand Nature Tang, won the "2021 JD 618 Top Ten National Trend Brands".
This shows that for the younger generation, new domestic products that are rich in traditional cultural elements and more in line with consumer characteristics and psychological habits have become their "social symbols". Consumers have changed from seeking foreign brands to setting off the "national aesthetics" trend, which has caused a lot of Brands of Chinese time-honored brands and new domestic products are gaining momentum rapidly.
In order to capture the 16 to 25-year-old generation Z consumer group, time-honored brands play cross-border and joint names. From Luzhou Laojiao perfume to Tongrentang facial mask, from milk candy-flavored shower gel to coffee-flavored toothpaste, time-honored brands have opened up. The "reverse age" model has created a large number of new conceptual Internet celebrity products and successfully achieved "reverse growth".
Young people are willing to consume new domestic products
Recently, Tmall released the "Tmall National Tide Consumption Trend" based on the big data of young consumers' consumption on domestic products.
From these trends, we can see that, whether it is the love of New Oriental aesthetics or the love of ingenuity, more and more young people are willing to consume new domestic products.
Fu Lu, the general manager of the Jiang Xiaobai brand in Jiangjin, Chongqing, said frankly that "the old taste is reborn, and the old wine is made new" is the brand mission of Jiang Xiaobai.
The company has made traditional sorghum liquor in the direction of low-liquidity, and introduced simple and rich flavors such as expression bottles and fruit cubes, creating a precedent for the youthful, fashionable, and liquified liquors.
Young people pursue mavericks and do not like to follow the crowd. Compared with the "explosive models" all over the street, these new-fashioned domestic products have a high degree of distinction, which just meets the pursuit of individuality of the "national trend young people".
Based on the original intention of "subverting traditional cognition and subverting industry standards", Zhongyan Southwest Company, with the "non-chemical" environmental health concept and super high product quality, launched the edible toiletries-"non-chemical" super IP deer Xiaojing, once listed, set off a wave of health care, and users received rave reviews, and quickly became a "new star of domestic products".
Success is based on the grasp of quality and demand
Why do young people have a soft spot for new domestic products?
The person in charge of Worthbuy Technology stated that the new domestic brands have been committed to providing high-quality products from the beginning to meet the basic pursuit of Chinese consumers for quality consumption. By digging deeper into the deeper needs of users in traditional markets, and based on specific details Continuously carry out product innovations in different scenarios, and have achieved industry-leading and original advantages in many application technology fields, and even created their own product ecology.
"In addition, they are also actively embracing new people and new needs. Many niche interests that used to be outside the mainstream vision have now developed into large-scale industries with a scale of tens of billions. At the same time, they continue to provide the ultimate Cost-effective, so that users can enjoy more and higher quality of life within their ability." The person in charge of Worthbuy Technology said.
"When a commodity has a certain degree of market acceptance and consumption frequency, it may be transformed into a carrier of culture and fashion." said Mo Yuanming, a researcher at the Chongqing Jingyu Provincial Situation and Development Planning Research Institute.
In Mo Yuanming's view, China's continuously increasing economic strength and rising national self-confidence are the most important soil for the birth of new domestic products.
The complete and efficient consumer product industry chain and supply chain system provide a solid guarantee for the rise of new domestic products.
Li Guo