China News Agency, Shanghai, August 15th, title: Why do new domestic products explode frequently "out of the circle" on the rise of the national tide?

  China News Agency reporter Xu Jing

  Entering the new era, the people’s yearning for a better life highlights the importance of new fashion and new national fashion brands. White Rabbit, Huili, and Fenghua have renewed their national trends. Herborist, HIPANDA, Sandriver and other national fashion brands have begun. Lead the domestic and international trends.

With the acceleration of the formation of a new development pattern of "dual cycle", the iterative rise of China's manufacturing, the frequent "out of the circle" of domestic explosive products, ushered in a new growth opportunity for domestic brands.

  In July of this year, five cities including Shanghai took the lead in developing the cultivation and construction of international consumption center cities.

The construction of an international consumption center city needs to meet a large increase in consumer demand, and more and more domestic products have become consumers' new needs and new fashions.

  Innovate and upgrade the two classic products of Bright Ice Bricks and White Rabbit Milk Candy to renew their categories, cooperate with the national lunar exploration project for the entire product process, and achieve IP binding with the popular variety show "China in the Classics"... in Guangming Dairy Co., Ltd. According to Lu Junfei, Vice President of the Co., Ltd., Bright Dairy realizes seamless connection and communication between the enterprise and users on the product side and marketing side through the digitization of the entire brand, truly taps user needs, quickly completes iterations, and realizes a truly new domestic product. Rise.

  "Hard power and soft value enhancement are the inevitable logic behind the rise of domestic products, and IP co-branding cross-border marketing has successfully broken the influence of the brand." Lu Junfei said that the essence of cross-border is the expansion of consumer scenes and groups.

Among them, digitization is very critical to the entire time-honored enterprise or domestic product enterprise.

  Gao Weihe, a professor at the Business School of Shanghai University of Finance and Economics, analyzed that high-tech products such as domestic mobile phones and automobiles have entered the mainstream market after entering the 21st century, shaping the natural recognition of domestic products by a new generation of consumers.

In the new era, a new "national tide" composed of traditional culture and cultural and creative IP is exporting new ideas of Chinese trends to the world.

  Professor Zhou Ying, director of the EMBA program of the Antai College of Economics and Management, Shanghai Jiao Tong University, summarized the underlying logic of explosives’ “out of the circle” into the “four major dividends”: economic dividends, flow dividends, policy dividends and consumption dividends.

  Zhou Ying explained that in business, the emergence of any successful product has its advantages in time, place, and people, and the effect of economic dividends is the first to bear the brunt.

With the rise of China's economy and the rise of the brand value of domestic products, consumption of domestic products has become a fashion, which makes it possible to "out of the circle" of explosive products of domestic products.

Based on the natural advantages of the population base, combined with the rapid spread of the Internet, China has become the biggest beneficiary of the traffic dividend.

On this basis, domestic brands have ushered in policy dividends.

On the one hand, relevant departments have introduced policy support. On the other hand, major platforms have actively promoted the development of domestic brands into the fast lane.

  Zhou Ying pointed out that under many "times", the arrival of consumer dividends has achieved a closed loop for the "four major dividends".

Different from the past, the consumption dividends that this round of domestic brand explosions ushered in were brought about by the changes in Chinese consumers' demand: from consumption to consumption, from pursuit of quality to pursuit of taste, from value to price to pursuit Experience, from the past have to the present be, from pleasing consumption to pleasing self-consumption.

  Twenty years ago, Guo Xiuling, the founder of Shanghai Shajuan Fashion Technology Co., Ltd., returned to Shanghai from Germany and worked as an OEM for a large number of luxury brands; 10 years ago, Guo Xiuling created a high-end artistic cashmere brand "Shajuan" in Shanghai; last August , "Sha Juan" settled in the top French department store Le Pont Marche counter, a cashmere blanket sold for 3,000 euros.

  Guo Xiuling believes that only products that truly represent the charm of Shanghai's manufacturing and originality can go abroad to penetrate the hearts of consumers around the world.

Leaving the highlight moments to Chinese brands is a posture that an international consumer center city should have.

  "In the long run, domestic brands must solve innovation and business models, and gain insights into the inner and true needs of new generation users, in order to continue to provide consumers with soulful and valuable products." Zhou Ying emphasized that new domestic brands must work step by step. It is possible to achieve a breakthrough.

For the continuous development of domestic explosive products, technology and product two-wheel drive must be used to go from being popular to being popular.

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