Made in China is on the road to becoming a hot domestic product
From hiding in the label to stepping into the spotlight
【Economy Interface】
Domestic products, an area that has received widespread attention recently, is also an area that incorporates diverse evaluations such as consumer popularity and rigorous scrutiny.
From OEM made in China to the launch of their own brands, many domestic products have gradually grown up in recent years. A number of high-quality brands have entered all aspects of people's lives relying on word of mouth and strength.
From OEM to self-reliance, from little-known to increasing market share, the growth of domestic products is also the epitome of the transformation of China's economy from high-speed growth to high-quality growth.
How to adapt to the escalating consumer demand of consumers?
How can domestic products achieve high-quality development?
In the future, opportunities and challenges will coexist on the road to the development of domestic products.
Becoming the "Top of the Storm" Sales volume of domestic products rose
【Case】
Zhao Li, who works in a media outlet, is accustomed to applying makeup to work every day. She usually pays attention to the recommendations and discussions of beauty products made by netizens. "In the past, everyone recommended easy-to-use beauty products, basically foreign brands, now many people are recommending domestic brands." In the past few years, domestic beauty products have gradually opened up the market, and Zhao Li has also realized this new change. "I used to buy mainly foreign brand products, and I didn’t know much about domestic beauty products. Now domestic beauty products are getting better and better. Gradually, everyone gradually recognizes and uses domestic products, and many people recommend them. Got up." Zhao Li said.
From buying foreign brand products to gradually being willing to try domestic products, and then becoming fans of domestic products actively recommending them to more friends, in recent years, buying domestic products and recommending domestic products among young people has become a popular consumer trend.
Recently, after reading the recommendations of netizens, Zhao Li bought several domestic brands of lipsticks. She told reporters: “In fact, some domestic products are not bad compared with foreign brands of lipsticks, and the prices are much cheaper. In addition to lipsticks, some brands Products such as liquid foundation and makeup brushes are all good."
Like Zhao Li, more and more consumers are "circled fans" of domestic products.
The "2020 China Consumer Brand Development Report" released by the Ali Research Institute shows that in the shopping carts of Chinese consumers on Taobao and Tmall, an average of 8 out of 10 products are domestic products.
Recently, as some foreign brands have been questioned by many consumers, domestic products have begun to take the center stage and become the focus of attention of many domestic consumers.
Which domestic brands can replace these foreign brands?
What are the good products of domestic products worth recommending?
These issues have become hot topics on the Internet.
"My shopping habits have changed significantly this year. When I was buying clothes and sports equipment, I usually bought familiar foreign brands. Now when shopping for products, I will consciously search for domestic brands first to see if they are suitable for me. Yes." University student Wang Zihan said that all the summer clothes she bought recently chose domestic brands.
In recent years, the popularity of some domestic brands has continued to increase, and sales figures have also seen significant growth.
Data show that in the past fiscal year, Bosideng's online sales increased by 49.3% year-on-year to 3.05 billion yuan.
According to data released by Tmall, from June 1st to June 18th, the sales of Li Ning, Anta and Xtep increased by 37.3%, 94.9% and 31.6% respectively year-on-year.
Domestically produced new crown vaccines, facial payment systems, drones and other products all demonstrate the strength of domestic products in technological innovation.
Thanks to the intensive efforts in technological innovation in recent years, China FAW achieved sales of 3.706 million vehicles in 2020, a year-on-year increase of 7.1%.
The number and production capacity of domestic new crown vaccines are already in the world's first echelon. The total production capacity in 2021 is expected to exceed 6.5 billion doses.
"The recent launch of the Hongmeng internal beta version has shown me the potential of domestic brands." Programmer Zhou Weining has been paying attention to the development trend in the field of science and technology. He is deeply impressed by the efforts of domestic manufacturers in new technologies. There is still a certain gap in the cutting-edge research and development of key technologies in China, but in the exploration of future lifestyles and building an ecosystem including home appliances and automobiles, many people are gradually seeing the potential of domestic brands."
In fact, the strength of domestic products was not noticed by domestic consumers until they became "the cusp of the storm", and the domestic products that had previously "worked silently" already had a dazzling report card in global sales data.
Data shows that DJI drone products account for more than 80% of the global market share, and account for more than 70% of the Chinese market. In 2020, three of the top five brands in the global smartphone market share are Chinese brands; During the "6.18" period of this year, on the Tmall platform, domestic smart home appliances went overseas with a year-on-year increase of over 70%, and many domestic brands became sales "dark horses".
Domestic products have occupied an indispensable place in the domestic and even global markets.
Find the "sales code" domestic products embrace the new trend
【Case】
On May 1st this year, Zhang Silu, who works in Beijing, traveled to Mount Wutai, Shanxi. Before traveling, she bought a pair of domestic brand sports shoes. "A few years ago I saw it online at the Paris Fashion Week launch event. I did not expect that the national fashion style products are so avant-garde and bold, which left a deep impression on me. Recently I saw many bloggers on the Internet. I am recommending some good-looking outfits, so this time I chose this brand if necessary." Zhang Silu said that now she is not only buying clothes and shoes, but also buying daily necessities and small appliances, she will also refer to the domestic product recommendations of online bloggers. . "The promotion of domestic products on the Internet is more and more, and sometimes it is inevitable to "step on thunder", but most of the things I buy are of good quality and affordable."
Paying attention to marketing has become an important factor for domestic products to adapt to the current consumption habits and break into a world.
In recent years, the rise of e-commerce and social platforms has allowed domestic products to go out of new sales routes. Blogger promotion and live streaming have become channels for many consumers to understand and purchase domestic products.
During the "June 18" period of this year, a domestic skin care product brand continued to rank No. 1 in Tmall Beauty Cosmetics and became one of the successful examples of seizing the new "sale code".
It is understood that before this brand's sales were mainly based on offline counters, which did not have a great impact.
With the rise of e-commerce platforms and live streaming products, companies have gradually opened up the market through e-commerce sales and live streaming products promotion. With their strength, they have "circled fans" and become the "light of domestic products" in consumers' mouths.
In fact, Perfect Diary, Huaxizi, Yuanqi Forest, Michelle Bingcheng, Li Ning... There are not a few domestic brands that open the market from online marketing.
Industry experts said that at present, many domestic brands are operating through multiple platforms such as Tmall, Xiaohongshu, and Douyin. These new consumption channels provide development opportunities for the rise of brands.
Many domestic products have also been close to consumers in terms of niche needs through fan-based operations, which has promoted the sustainable development of the brand.
In addition, co-branding, cross-border, and IP integration strategies also cater to consumers' consumer psychology of pursuing trends and liking novel designs.
Laoganma and Opening Ceremony jointly launched Laoganma sweater, Orange and Bubble Mart jointly launched the PUCKY flying series of co-branded makeup, Huili and Xiaomi Youpin jointly launched an exclusive customized version of canvas shoes, with contrast, fun and topicality, go The new domestic products at the forefront of the trend have attracted the attention of many consumers.
The domestic market has huge consumption potential.
According to data from the National Bureau of Statistics, in May, the total retail sales of consumer goods reached 3,594.5 billion yuan, an increase of 12.4% year-on-year; an increase of 9.3% over May 2019, and the two-year average growth rate was 4.5%.
As a mainstream consumer group with strong purchasing power, young people are the first to be attracted by the new domestic products.
Their pursuit of new things, their fondness for "national tide" and their easy access to new things through the Internet, and other characteristics, are in line with the marketing route of domestic products.
Wang Gao, a marketing professor at China Europe International Business School, pointed out that the "Generation Z" (post-95-post-2005) has stronger purchasing power and pays more attention to their individual needs.
They have certain requirements for quality, so they will express their personal expression more when they consume.
Chinese companies have truly taken into account the unique needs of this group of young people and responded, proactively catering to the individual needs of "Generation Z".
Pay attention to quality and improve domestic products in order to move forward
【Case】
Recently, under the trend of celebrities bringing goods, Hangzhou girl Yu Qing bought a celebrity's same style of domestic women's clothing. After receiving the goods, her mood was a little complicated, "I feel that it is not as good-looking as the model photos after wearing it, and it is out of the'filter', it seems that the workmanship is slightly rough." But considering the price of tens of dollars, Yu Qing still Left it. "The clothes are more comfortable to wear, and the price is cheap. It would be better if the workmanship can be more detailed." Yu Qing said.
As the tide of feelings faded, some problems with domestic products began to appear.
Evaluations such as "earth" in design, poor quality, and "holes in sales" gradually appeared, and consumers began to put forward higher requirements for domestic products.
In recent years, as the disposable income of Chinese residents has continued to grow, residents' spending power has increased and the consumption structure has been upgraded.
According to data from the Ministry of Commerce, quality consumption has improved significantly in this year's consumption promotion month.
Major brands intensively launched new product launches, first exhibitions, debuts, discount promotions and other activities to promote the centralized release of upgraded and quality demand. Mid-to-high-end consumption grew rapidly, and overseas consumption continued to return.
In the context of the upgrading of the consumption structure, consumers have put forward higher requirements for the quality of domestic products.
What kind of products do consumers need?
In addition to doing a good job in marketing, how should domestic products "out of the circle"?
Regarding the next step for domestic products, more consumers are asking for quality first.
In recent years, many domestic brands have focused on technological research and development, improved product quality, and won the favor of more and more consumers.
In the field of sports shoes, domestic brands have increased the research and development of shock absorption and cushioning technology; in the field of cosmetics, research and development of targeted skin care products such as anti-aging and anti-allergic for various skin needs; in the field of new energy vehicles, power batteries , R&D investment in vehicle R&D and manufacturing, operating systems, etc. has continued to grow.
The success of these domestic brands shows that more and more "Made in China" have been hiding in the label from obscurity and have begun to go under the spotlight by virtue of their strength.
Nowadays, domestic products have gradually broken the inherent labels of "cottage" and "OEM", and began to focus on product quality, design, and brand building, and gradually shifted from the third- and fourth-tier urban market to a higher-level and niche consumer market.
Children's furniture design "pays more attention to ergonomics", and the sales of "children's spine protection mattresses" during the "6.18" period increased by 315.38% year-on-year.
Focusing on the niche needs of the workplace, the new domestic brand's "sparkling water dispenser" that can make sugar-free healthy sparkling beverages has increased online searches by 252.27% year-on-year... The consumer content community "What is worth buying" released "New Domestic Products 6.18 "Consumption Trend Report" shows that the new domestic brands have begun to provide high-quality products to meet the basic pursuit of quality consumption of Chinese consumers; they dig deeper into the deeper needs of users in traditional markets, and continue to innovate products based on specific segmented scenarios , It has established industry-leading and original advantages in many application technology fields, and even built its own product ecology.
The relevant person in charge of Tmall pointed out that if the product does not have a quality advantage, it will be difficult to stand out from many brands.
Internet background data also provides support for product research and development, enabling companies to focus on consumer age groups and consumer needs, and make products more precise.
Many domestic brands have provided more high-quality and refined products in response to the needs of domestic users, making them explode in the segmented market.
In March of this year, the "Fourteenth Five-Year Plan for the National Economic and Social Development of the People's Republic of China and the Outline of Long-Term Goals for 2035" proposed to accelerate the construction of a new development pattern with domestic and international cycles as the main body and mutual promotion of domestic and international cycles.
With the advantages of my country's ultra-large-scale market and the potential of domestic demand, domestic brands actively respond to challenges and enhance product value, which will usher in rare high-quality development opportunities.
(Our reporter Yao Yaqi)