The market vigorously blows "national tide"——

  The rise of time-honored brands and new brands

  Our reporter Ma Chunyang and intern Wang Yayu

  This year, the "national tide" of the capital market is blowing vigorously, and the stock prices of many domestic brand companies have surged like rainbows.

Many industries, including clothing, beauty, and automobiles, are booming, and domestic brands have gained broad room for growth.

According to industry insiders, the "national boom" reflects the attention of investors in the capital market to domestic brands, reflects new consumer demand changes, value ownership and community recognition, and signals the rapid development of China's economy and the rise of national brands.

Significant improvement in performance

  Since the beginning of this year, stimulated by the upsurge in consumption of domestic brands, the performance of many traditional brands has improved significantly, among which the textile and apparel industry has performed well.

  Guochao clothing brands represented by Li Ning and Anta are loved by consumers.

Li Ning's operating income in the first half of the year exceeded 10 billion yuan for the first time, reaching 10.197 billion yuan, an increase of 65% year-on-year, the highest increase in 10 years; net profit increased by 187.18% year-on-year to 1.962 billion yuan.

Anta's semi-annual report is equally eye-catching.

Anta's operating income in the first half of the year was 22.81 billion yuan, a year-on-year increase of 55.5%; net profit was 3.84 billion yuan, a year-on-year increase of 131.6%.

  Peacebird, who is also in the field of clothing, also handed over the best half-year transcript.

Data show that the company's operating income in the first half of the year was 5.015 billion yuan, an increase of 55.88% year-on-year; net profit was 411 million yuan, an increase of 240.52% year-on-year.

Peacebird, which used to be a little "old" in recent years, has undergone a rejuvenation transformation in recent years. It has adjusted product styles and marketing methods, and created "national trend" products through joint names and other methods. Now it has achieved initial results.

  The beauty track is also booming.

Shanghai Jahwa, which owns several domestic skin care brands such as Herborist and Meganet, achieved operating income of 4.21 billion yuan in the first half of the year, a year-on-year increase of 14.3%; net profit of 286 million yuan, a year-on-year increase of 56%.

Shuiyang shares, known as the “leading sheep” of domestic beauty makeup, achieved operating income of 2.119 billion yuan in the first half of the year, a year-on-year increase of 49.83%; net profit was 88.938 million yuan, a year-on-year increase of 164.48%.

  Wu Qi, executive director of the Wuxi Digital Economy Research Institute, said that as domestic brands have become consumer fashion, the attention and sales volume of domestic brands in some areas have surpassed overseas brands, making related companies the focus of the capital market.

  Pan Helin, executive dean of the Institute of Digital Economy of Zhongnan University of Economics and Law, said that the capital market can support the expansion of domestic brands' production capacity, and can also promote the increase of domestic brands' valuations.

In addition, the increase in the market value of domestic brands also sends positive signals of corporate development to the outside world and expands the influence of domestic brands.

Who has contributed the most

  In recent years, domestic brands have risen rapidly to re-empower the consumer goods track. Among them, there are not only “Li Ning”, “Baque Ling”, “Bai Tu” and other old brands renewed, as well as “Forbidden City Taobao”, “Perfect Diary” and “Zhong Xuegao”. The rise of brands.

  Qiu Tong, chairman of Beijing Zhongchuang Cultural Tourism Group, said that the rise of domestic brands has benefited from the following aspects: First, the rapid development of China’s economy and the continuous improvement of international influence. Brands with Chinese cultural characteristics have received more and more international attention. More attention; second, the younger generation of designers use traditional culture to create secondary creations in a modern aesthetic way, which is generally accepted and loved by young people, and expands the spread of national tide and domestic products; third, entrepreneurial groups in the new consumer field continue to create Introduce new domestic brands to enhance the value of domestic brands.

  The Guotai Junan consumer team believes that the rise of the national tide is not just driven by a single product, but behind it is the result of multiple factors such as population structure, income level, cultural mentality, and consumption philosophy.

  Baidu search big data shows that "post-00s" and "post-90s" are the people who pay the most attention to national culture.

Listening to Guochao music and watching Guochao variety shows, many "post-waves" have been in close contact with Guochao in more innovative ways.

Live broadcasts, short videos, film and television synthesis, cultural innovation, and cultural tourism have become the main carriers for the sharp increase in the attention of "national culture" in the past 10 years.

  Industry insiders believe that young consumer groups have become an important driving force for the rise of domestic products in recent years.

Among them, consumers of Generation Z (a young consumer group born from 1995 to 2009) who accompanied the growth of the national tide culture have become the main consumer in the domestic product market.

  "The'post-95' consumer group pursues individualization and trending, and the domestic brands under the traditional culture are more likely to attract their attention. In addition, as the'indigenous people' of the Internet, the'post-95' group is very interested in online and offline omni-channel brand marketing. The acceptance is higher, and they are also willing to purchase goods through short video platforms, live broadcasts, etc." Qiutong believes.

What effort is needed

  Domestic brands have entered the fast lane, behind which is the acceleration of the transition from "Made in China" to "Created in China".

  "Only by surpassing quality can domestic products be recognized by consumers. Only by constantly surpassing, continuously strengthening patented technologies, and forming technical and technological barriers can domestic products enter the global market. In this process, a complete industrial system enables Guochao to design Become a reality, and quickly enter mass production. Therefore, a complete industrial system and manufacturing capabilities are vital to the popularity of domestic products." Industry experts said.

  The "14th Five-Year Plan" outline clearly states that we must adhere to independent controllability, safety and efficiency, advance the advanced industrial base, modernize the industrial chain, maintain the basic stability of the manufacturing industry, enhance the competitive advantage of the manufacturing industry, and promote the high-quality development of the manufacturing industry.

Analysts believe that improving the existing manufacturing system, accelerating quality improvement, and structural optimization and upgrading will provide strong support for the development of domestic brands.

  Today, domestic products represented by new energy vehicles and mobile phones have become competitive in the global high-tech consumption field.

"With the transformation and upgrading of the manufacturing industry, the product quality and brand image of the domestic automobile, IT communications, home appliances, FMCG, clothing and apparel industries will be further improved." Wu Qi said.

  Under the influence of policy and manufacturing industry, the development of domestic brands is also inseparable from the improvement of cultural self-confidence.

Industry experts said that the hard power of domestic brands and the soft value of national tide culture will be the internal and external logic of the rise of domestic products.

Therefore, the exploration of "national tide" culture should not stop at the surface, but should also focus on innovations in product quality, spiritual core, cultural expression, and communication forms to shape consumers' recognition of domestic products.

  Of course, the long-term development of domestic brands is also indispensable to the efforts of enterprises.

Qiutong said that domestic brands must grasp consumer psychology, innovate in design, and give traditional culture new vitality; continuously improve product quality, so that consumers can buy and use with peace of mind; and insist on innovative marketing methods to let domestic products. The national tide reaches more consumer groups.

Keywords: tide, brands, market, ma chunyang, wang yayu, rise, stock prices, products, half, brand, capital market, brand companies, trend, brands., rainbows