[Market Viewing Trend] Only by "cultivating both body and spirit" can the "national tide" continue forever

　　Our reporter Yang Ranran

　　A few days ago, Yixian E-commerce, the parent company of Perfect Diary, announced the latest financial report. In the third quarter, revenue was 1.343 billion yuan, a year-on-year increase of 6%, and a net loss of 362 million yuan.

It is worth noting that since 2021, the share price of Yixian e-commerce has fallen all the way, from the highest of 25.47 yuan to the current 2.14 yuan.

　　Borrowing the concept of "national tide", the perfect diary, which has risen rapidly in recent years, was once regarded as the legend of makeup e-commerce.

But the other side of the rapid development is that Perfect Diary is questioned by consumers about its "marketing with heart and products with feet" because of its poor quality, high marketing expenses, and low R&D expenses.

The current dilemma of Perfect Diary also reflects that "Guochao" brands are facing a quality test after their rapid rise.

　　In recent years, the "national tide" has risen, and some traditional Chinese brands have "introduced new ones from the old", and new brands with "national tide" as a selling point continue to emerge. They continue to expand the market through new ideas, new designs, and new marketing methods, attracting and nurturing Targeting the younger generation of consumer groups.

From the perfect diary and Huaxizi in the beauty industry, to Li Ning and Bosideng in the field of sportswear, to the tea and tea beauty in the tea industry, all are the most eye-catching brands.

　　According to the "2021 Guochao Pride Search Big Data" released by People's Daily Online, the search popularity of Guochao increased by 528% in the ten years from 2011 to 2021.

According to the data from Tianyan Check, there are more than 3,000 companies in China that clearly include "national tide" in their names, products, services, trademarks, or business scope.

In the past year, dozens of Guochao brands have received financing one after another and have risen rapidly.

　　Behind the increasingly popular "national tide" consumption phenomenon is the performance of the upgrading of manufacturing in China, the improvement of the consumption ability of the Chinese people, and the improvement of cultural confidence.

The "national tide" not only opened up a vast market, but also subtly changed many people's notion that "foreign moons are relatively round".

With the help of the general trend of the development of "National Tide", many brands have successfully built their reputations and achieved revenues that were difficult to match in the past.

　　It is worth noting that the "national tide" is hot, but it also breeds many industry chaos.

Some "national tide" brands only focus on national style elements and domestic products in their packaging, product quality is uneven, industry imitating is common, and product innovation capabilities are insufficient; excessive marketing and barbaric growth have affected brand value and reputation; some shoddy products "Pseudo-national tide" products are far from the true historical meaning and cultural flavor.

　　These chaos in the industry have had a negative impact on the healthy development of the entire "national tide" economy.

This year's "Double 11", Perfect Diary, Huaxizi, Yunifang, and Marumi declined between 37% and 67%; Hongxing Erke began to decline gradually after two months of explosion, and it is almost the same as before the explosion; And Cha Yan Yue Se was also caught up in the storm of closing stores.

　　"Guo Chao" is the innovative use of Chinese traditional culture by Chinese brands based on their own positioning and product characteristics. It not only emphasizes creativity, but also requires inheritance.

The trend of the national tide has brought room for development of domestic brands, which not only faces rare exposure opportunities, but also faces multiple tests from consumers and investors.

　　Because of the high expectations, people will become stricter, more cautious and even critical about the authentic texture of the "Guo Chao" brand.

The essence of Guochao's products is also a product. Compared with the concept of "Guochao", carefully polished products can win the support of consumers for a longer time.

　　From a long-term perspective, the "Guochao" brand should shift from extensive to refined operation and continue to maintain high-quality development. In terms of product design capabilities and comprehensive strength, there is still a way to go in the future.

Excellent product quality, distinctive brand characteristics, and ever-changing innovation capabilities are the necessary conditions for the national trend to move from "popularity" to "changing popularity".

Therefore, to return to the product and practice hard core internal skills, quality and experience need to be put first, so that "the dual cultivation of body and spirit" can make the "national tide" eternally trendy.