Relying on technology, beauty, etc., domestic brands in many fields are sought after by consumers

[People's Livelihood and Economic Highlights] Domestic products are really "fragrance", where is the "fragrance" in the end?

  Our reporter Yang Zhaokui, Workers' Daily (November 30, 2021, version 04)

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  In recent years, domestic brands have shown strong vitality in many industries such as cosmetics, home appliances, smart phones, and sports equipment.

Facing the question of focusing on marketing rather than R&D, some companies have increased R&D investment and established industry-leading or even original technological advantages in specific fields.

  In mid-November, Fenghua, an old domestic brand, went out of the circle because of the distress of many netizens. Not only did it appear on Weibo's hot search many times, the products were also widely sought after.

Especially on November 13, Fenghua sold 20,000 orders in one day, which is equivalent to the previous month's sales.

  On November 18, the new domestic brand Huaxizi publicly released a statement on its official Weibo, pointing out that the well-known animation film "White Snake: Origin" under Chasing Animation and its IP development company TEAMJOY authorized in Japan are suspected of plagiarizing Huaxizi products "Concentric lock lipstick".

  New and old domestic products have become the focus of public opinion, causing many netizens to shout that domestic products are really "sweet".

The popularity of new and old domestic products is unabated

  As the first generation of national hair washing and hair care brand at the beginning of my country's reform and opening up, Fenghua is the "light of domestic products" in the hearts of many consumers.

However, it is not well-known among young consumers due to the lack of advertising.

  Fenghua might not have thought that he would get angry because of the rumor of bankruptcy.

In order to prevent bee flower from closing down, some netizens began to "wild consumption" and snapped up bee flower products.

In order to appeal to everyone to consume rationally, on November 16, Fenghua official responded in the live broadcast room: "Please rest assured, it will not go bankrupt."

  The news that Fenghua was snapped up has not yet passed, and Huaxizi's "plagiarism" has received attention again.

  In August 2020, Huaxizi traced the origin of Chinese love culture with the god of love in the East, created the world's first "concentric lock lipstick" and applied for an appearance patent.

  On November 18, Huaxizi released Weibo stating that the well-known animated film "White Snake: Origin" under Chasing Animation and its authorized IP development company TEAMJOY in Japan were suspected of plagiarizing Huaxizi's product "Concentric Lock Lipstick".

  Since then, Chasing Animation issued a statement stating that TEAMJOY's products involved are not authorized development of Chasing Animation.

  TEAMJOY responded that in November 2021, TEAMJOY launched lipstick products.

The lipstick product is inspired by the Peking Opera "Suolin Pouch".

"Suolin Pouch" was written in 1940 by the playwright Weng Ouhong in response to Cheng Yanqiu's appointment.

There is no plagiarism in this product.

  However, after comparing the lipstick products of Huaxizi and TEAMJOY, some netizens called out "just exactly the same."

Some netizens questioned, what is the relationship between "Suolin Pouch" and Tongxin Lock?

Have technology and beauty

  In fact, not only cosmetics such as Huaxizi and Fenghua, but also domestic brands in other industries are also sought after by consumers.

In September this year, Worthbuy Technology released the "Post-epidemic Era Consumer Trend Report" that in the home appliance market, Huawei, Hisense, and Xiaomi have made domestic TVs the first choice for more Chinese households by virtue of their comprehensive performance capabilities; in the mobile phone market, China Manufacturers have completed the all-round layout of 5G mobile phones, and have accounted for 74.3% of 5G mobile phone shipments from January to July this year. In the sports equipment market, domestic brands such as Anta, Li Ning, Hongxing Erke, Xtep, etc. are relying on technology and beauty. Value, achieve new growth, new breakthroughs...

  “Establishing industry-leading or even original technological advantages in specific fields is undoubtedly the main driving force for the rise of domestic brands. Based on in-depth insights into user needs, product and service innovations are made for consumers’ personalized and scenario-based needs. Helped many domestic brands to achieve rapid growth." Zhang Yuang, head of the business operation department of Worthbuy Technology Operation Center, told a reporter from Workers' Daily.

  "Behind the popularity of new domestic brands by consumers, there are not only the cultural confidence of the new generation of consumers who are going to the center of the stage and their more diverse consumer needs, but also the richer quality choices brought by the new domestic brands. At the same time, we also I have seen that some brands combine traditional Chinese elements with modern elements, attracting young people with strong cultural confidence." The relevant person in charge of Huaxizi said that focusing on users and products is the fundamental reason for Huaxizi's past success.

  According to Zhao Zhanzhu, a special researcher at the Intellectual Property Research Center of China University of Political Science and Law, the main reason for the enduring quality of old domestic products such as bee flowers is that they are cheap.

Take Bee Flower as an example. For many years, it has maintained a high product quality, and the price has not risen much. The price of Bee Flower Conditioner has only increased by 2 yuan in the past 10 years.

Some companies increase R&D investment

  However, some insiders pointed out that for old domestic brands, in addition to feelings and good quality and low price, only by seizing young consumers and attracting young users can they win future competition.

  At present, the old brands of domestic products have also begun to introduce new products and new packaging to promote the pace of brand rejuvenation.

For example, bee flower sandalwood soap has more new choices such as amber and agarwood, and more liquid soap in texture; on the packaging, it has been co-branded with the Beijing Palace Museum, and selected elements from the collection of the Palace Museum to design new products abroad, and there are iron boxes. Retro packaging.

Suzhou Daoxiang Village strives to capture the hearts of young people in terms of product taste, appearance, and marketing.

In terms of marketing, Suzhou Daoxiang Village has been "planting grass" in the live broadcast room by netizens, from cooperating with the head anchors to live and bring goods, to build a live broadcast team, to develop a WeChat applet mall, and to try social marketing. After 00, the proportion of customers is getting higher and higher.

  Regarding the new domestic brands, some people believe that there is still a problem of focusing on marketing rather than research and development, and insufficient investment in research and development.

  In this regard, some companies have also begun to increase R&D investment.

At present, the Huaxizi Comprehensive R&D Center with a total area of ​​3,300 square meters has been officially put into use, integrating product development, quality inspection and other functions.

  So, how to build more domestic brands in the future?

Industry insiders pointed out that although some Chinese manufacturing companies have production, design, and research and development capabilities, they can only earn hard money by providing big-name OEMs.

However, in recent years, the C2M (customer-to-factory) model represented by necessary shopping malls has found a new way out for the transformation and upgrading of China's manufacturing industry.

The C2M model can feed back consumer data to manufacturers in a timely manner. Through data analysis, manufacturers can quickly iterate products and upgrade manufacturing processes, which will help manufacturing companies successfully build their own brands and help the rise of domestic products.

  "Through the C2M model, on the one hand, consumers are directly connected to these excellent manufacturing companies. This not only removes the link of middle-level price increase, but also allows consumers to spend much less money than buying big brands, and they can buy the same High-quality products; on the other hand, the factory only produces after the customer places an order. If there is no order, it will not produce, so there is no inventory problem. Without these costs, the price of the product can be further reduced." The relevant person in charge of the necessary mall Say.