China News Service, Guangzhou, November 10 (Sun Qiuxia) The 13th "Double 11" shopping festival is in full swing, and Chinese domestic brands are performing well.
Domestic products have a place in the sales lists in multiple fields such as digital, beauty, and fashion.
Facing the "domestic product boom", Guangdong local enterprises seized market opportunities, and attracted young consumer groups by continuously improving quality and creating a new culture.
During this year's "Double 11" event, some companies' pre-sale performance has exceeded 100 million yuan (RMB, the same below).
As a representative brand of new domestic products, Hengjie Sanitary Ware Group Co., Ltd. (hereinafter referred to as "Hengjie Group") as early as the beginning of 2019, together with the Palace Palace culture and other high-quality IP, jointly launched the "New Domestic Product Intelligent Manufacturing Plan", and opened the first year of the new domestic product. Of the curtain.
Xie Xiangyue, head of the e-commerce business department of Hengjie Group, introduced that the first wave of pre-sales for this year's "Double 11" campaign has achieved the expected results by paying a deposit and inviting super-head anchors to bring goods and other marketing methods.
As of October 31, the company's pre-sale performance has exceeded 100 million yuan, and it is expected that the overall sales of "Double 11" will more than double year-on-year.
In Xie Xiangyue's view, the new domestic product brand is neither dependent on the simple superposition of production innovation and domestic product concepts, nor is it accomplished through an external image upgrade, but can represent China's advanced productivity and technology and achieve resonance with young consumer groups.
Established in 2001, the domestic cosmetics brand "Kazilan" has focused on digging the national genes in the brand culture in recent years, and has launched "Chinese core" lipstick, "Prosperity China Red" lipstick, and the Dunhuang Museum's co-branded series and other "national culture" products .
During this year's "Double 11" period, Ka Zilan is actively preparing for the battle. Up to now, its dual cat series has reached the top of the Tmall domestic makeup base makeup category.
Zhou Xin, the head of Cazilan's finance, said that as one of the early cosmetic brands in China, Cazilan has witnessed the rapid rise of domestic make-up brands, with sales of some categories even exceeding international well-known brands.
"Kazilan has been deeply cultivating the local market for a long time, investing a lot of money every year to focus on R&D and innovation, hoping to seize this wave of'national boom' and bring high-quality products to consumers."
New domestic products continue to attack, and the "time-honored" brand is also accelerating its change.
Guangzhou Baoshengyuan Co., Ltd. (hereinafter referred to as "Baoshengyuan"), founded in 1924, has a history of nearly a hundred years and is a "Chinese time-honored" brand enterprise.
Zhu Wang, Chairman and General Manager of Baoshengyuan, introduced that taking advantage of the "domestic product boom", the company has continuously developed new products that adapt to the market in recent years, including a series of "bee element" skin care products and "honey fruit tea". Bee product culture", so that more young people accept.
It is reported that Baoshengyuan’s e-commerce department started preparing for "Double 11" in September. In the early pre-sale part, Baoshengyuan’s online platform has already completed sales of over one million yuan.
Guangdong Jiujiang Distillery Co., Ltd. (hereinafter referred to as "Jiujiang Distillery"), which also has a history of over a hundred years, is the largest liquor company in Guangdong and also a "Chinese time-honored brand".
During this year's "Double 11" period, in addition to carrying out promotional activities on relevant e-commerce platforms, Jiujiang Winery also carried out brand promotion on several online platforms such as Xiaohongshu and Douyin.
Zhu Hequn, manager of the financial and accounting department of Jiujiang Winery, said that for the "time-honored" brand, the domestic product boom will be a rare opportunity for companies to further combine tradition and modernity, tap Chinese traditional culture, and continuously improve product quality.
During the current "Double 11" event, Jiujiang Winery has achieved over 30% performance growth.
It is expected that this year's "Double 11" day can achieve sales of over 1 million yuan, reaching a 100% growth rate.
An important support behind the rapid rise of domestic products is the upgrade from "Made in China" to "Made in China".
The "Baidu 2021 National Tide Pride Search Big Data" report shows that the current national tide has entered the 3.0 era. At this time, the national tide is not limited to physical objects, but also includes national culture and technological pride.
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