[Economy and People's Livelihood Highlights] Why does buying new domestic products become a new trend?

  Reading tips

  This year's "618", more and more consumers' shopping carts are being "contracted" by new domestic products, and new domestic products have become the protagonist of new consumption.

The main factor for the rise of the consumption wave of new domestic products is that the new generation of consumers are more concerned about whether the products themselves are in line with their minds, personalities and social interaction needs.

At the same time, some experts pointed out that relying on short-term marketing and traffic operations can only achieve temporary success. Only those domestic brands that carefully polish their products, listen to the voice of consumers, and focus on brand value can "changing red."

  Nowadays, many consumers are eating "big white rabbit ice cream" in their mouths, wearing "Li Ning" national fashion clothing, and "Hua Xizi" makeup on their faces... The consumption of new domestic products has become a fashion trend.

  What are the reasons behind the rise of new domestic products?

Is this a cyclical phenomenon or is it the general trend?

Recently, a reporter from the Workers’ Daily conducted an investigation.

  New domestic products are on the rise

  Not long ago, Hongxing Erke's donation of 50 million yuan in materials to the disaster-stricken area in Henan moved many netizens. Many netizens praised Hongxing Erke and rushed to buy its products.

  In fact, snapping up domestic brands is nothing new.

According to the "Baidu 2021 National Tide Pride Search Big Data" report, in the past five years, the proportion of Chinese brand search interest in total brand interest has increased from 45% to 75%, which is three times that of overseas brands.

In June this year, the "New Domestic Products 618 Consumer Trend Report" released by the consumer content community "What is Worth Buying" showed that this year's "618", more and more consumers' shopping carts are being "contracted" by new domestic products, and new domestic products have grown. As the protagonist of new consumption.

  More representative is the field of beauty.

In recent years, more and more domestic beauty brands have been favored by consumers.

At the end of 2018, the "Run Baiyan·Forbidden City Lipstick" jointly launched by Huaxi Biotechnology and the Palace Museum, once it came out, it maxed out the social platform, once it was "hard to find", and it was so popular that it was out of stock.

  Only 4 years after its birth, Huaxizi has gradually grown into a benchmark brand of domestic cosmetics.

Since its establishment, Huaxizi has put forward the category positioning and brand positioning of "Oriental Makeup", that is, insisting on creating products and content with "Huaxizi" characteristics under the oriental aesthetic system.

According to Tianyan Check, as of August 1, Huaxi Sons and its parent company has applied for 55 patents.

  It is worth mentioning that the new domestic products are not only loved by more and more people, but also welcomed abroad.

According to statistics, in the first half of 2021, my country's clothing exports totaled 71.5 billion U.S. dollars, a year-on-year increase of 40.3%.

  "Z era" youth become the main consumer

  Fudan University professor Jiang Qingyun explained: "The main factor for the rise of new domestic consumption is the new generation of consumers. These consumers grow up in a relatively ample material environment, and they are more concerned about whether the product itself conforms to the mind, personality and society. Communication demand. Because of the nearby supply, local brands in cities such as Beijing, Shanghai, Guangzhou and Shenzhen have more opportunities. It looks like a wave of new domestic products, but it is actually a result of more cost-effective comparisons."

  Some experts said that the main consumer groups in China have undergone iterations, and the more affordable and personalized "Generation Z" (referring to people born between 1995 and 2009) has moved to the center of the stage.

Compared with previous generations of young people, this generation has been exposed to various domestic and foreign brands from the very beginning.

They do not have the "looking up" attitude of past generations to international brands.

  The reporter interviewed many post-00 college students, and many of them said: "Domestic products are not necessarily worse than foreign ones", "national products are cheap", and "the packaging of domestic products is more and more in line with the tastes of young people."

  The relevant person in charge of Worthbuy Technology said that the emergence of new domestic brands and the full penetration of consumers' home, workplace and social life scenarios are important changes in the Chinese consumer market.

For example, in personal life, especially workplace life, the new domestic brand brings a richer selection of quality, satisfies consumers' yearning for a better life, and embarks on a path different from traditional brands.

  Zhang Zengyi, a professor at the School of Communication of the University of Chinese Academy of Sciences, believes that the new domestic products have become a popular cultural trend, which combines Chinese elements with elements of the new era and contains many national cultures. It is precisely because of this that it attracts people with strong cultural confidence. young people.

  Only by carefully polishing the product can it be "changed"

  Faced with the rise of new domestic products, some people applauded for this, while others questioned the concept of marketing speculation.

Taking beauty as an example, some people in the industry pointed out that many new domestic brands, after earning a pot of gold through surprisingly winning marketing strategies, focus on expanding sales channels and improving brand image. However, low R&D and high marketing The operating model has never been able to break the low-end positioning of domestic beauty brands.

  However, the reporter noticed that recently, Perfect Diary and Huaxizi have successively built a product development ecosystem, aiming to continuously enhance the competitiveness of domestic beauty brands.

On August 2, Yixian E-commerce, the parent company of Perfect Diary, reached a strategic cooperation with the National Nanomedicine Engineering Technology Research Center of Huazhong University of Science and Technology, and the two parties jointly established a joint laboratory.

On August 12, the new comprehensive R&D center of Yige Group, the parent company of Huaxi Sons, was officially put into use.

  Experts pointed out that if domestic beauty brands want to go more stable and farther, they must continue to output technological innovations and research and development results in beauty makeup in order to enhance their brand competitiveness.

  In addition, some new domestic brands also have problems in marketing.

Zhong Xuegao sparked discussion because the ice cream was too expensive for 66 yuan. Michelle Ice City was exposed to food safety issues by the media. The promotion of Yuanqi Forest Products' “0 sugar” word game caused netizens to question... In this regard, Zhang Zengyi Said that some new domestic brands are catching up with the continuous surge of consumerism.

One of the major characteristics of the new domestic brands is the short birth time and relatively low brand potential.

From the specific practice of the emerging new domestic brands, we can see that in terms of communication, they pay more attention to content marketing and social networking.

  Zhang Zengyi believes that short-term marketing and traffic operations can only achieve good results for the time being. After the big waves, only those domestic brands that carefully polish their products, listen to consumers' voices, and focus on brand value can become popular.

Zhou Yi

Zhou Yi