In 2021, live broadcast of domestic brands will become a marketing standard——

　　It's time for domestic products to be trending

　　Our reporter Li Zhiguo

　　With the rise of high-quality domestic products, the "national economy" has begun to flourish.

Different from the past, young consumers are more and more inclined to place orders in the live broadcast room. The "domestic product boom" in the live broadcast room has also become a major consumer highlight. Many old brands have rejuvenated in the live broadcast room. Many new brands have found opportunities in the live broadcast room.

　　2020 is hailed as the "first year of outreach" for live broadcast e-commerce. By 2021, live broadcast of domestic brands has become a marketing standard.

The 48th statistical data released by the China Internet Network Information Center shows that as of June this year, nearly 40% of netizens in my country have become live e-commerce users.

Whether from the supply side or the demand side, domestic brands have become an indispensable and important role on the new shelf of live broadcast e-commerce.

Say goodbye to price wars and consolidate professionalism, live broadcast e-commerce is helping more and more high-quality domestic products become a "national trend."

　　The old brand has a young heart

　　Following Hongxing Erke, Shanghai's old brand Fenghua has also become "hot" in the live broadcast room.

In the live broadcast, the interaction between Fenghua anchors and netizens not only made “Fenghua has no penalties for 36 years since its establishment” and “Fenghua responded to rumors of bankruptcy” repeatedly on Weibo, but also sparked a wave of purchases among consumers. It set a sales of 20,000 a day, and this is its usual monthly sales.

　　Many netizens sighed: "It turns out that time-honored brands are not only cheap and good-quality products, but also social marketing. I love it!" Chen Xi, a "post-00" college student who studied at a university in Shanghai, also noticed that the bee flower washes and protects the micro The blog account posted a sentence on the evening of November 16th: "Broken defenses, thank you for the dragon scales in the village, let’s cheer for domestic products!" The attached photos are from domestic brands from all walks of life and bee flower hair care accounts. Interactions, including Hengshun vinegar, Hankou No. 2 Factory, Qiaqia Nuts, Hengyuanxiang, etc.

Chen Xi said with deep feeling: "'The dragon scales of the whole village' is a stalk that only young people know, which means that everyone works hard together; there are old brands as well as new brands for posts. As a young man, I like this way of interaction. The mentality of these time-honored brands is very young."

　　From the live broadcast room to the hot search on Weibo, the old domestic products are gradually restored to the past "youth" driven by young consumers, and more and more old brands have also discovered that they have put down their "shelf" for decades. Suddenly caught up with this wave of new national trends and became the "trends" of the new era.

　　According to Zhou Yuanzhu, director of the Shanghai Corporate Culture and Brand Research Institute, young consumer groups are now enthusiastic about supporting domestic products, which has become a plus for "wild consumption".

He also asked a new question for the new domestic product brand: "How should we understand and communicate with the customer group in brand marketing and promotion?"

　　What to do after "red"

　　"The experience that the live broadcast brings me is much better than the traditional offline shopping experience. For example, product explanations, the live broadcast room can quickly help me clarify the key points, product features, technical advantages, and suitability for the crowd will be very clear, so that I can buy Finding something more suitable for me shortens my shopping decision time." Li Lei, a “post-00” consumer who works in Shanghai’s Caohejing Development Zone, said that she prefers to shop in live broadcast rooms.

　　In the past 10 years, the comprehensive deepening of domestic supply-side reforms and the upsurge of consumption structure have cultivated new consumer demand for young consumer groups. They emphasize quality rather than brand, pay for themselves rather than others, and have a strong influence on domestic brands. A sense of identity and cultural self-confidence.

It can be said that the emergence of a new generation of consumer groups has nurtured the soil for the rise of domestic products in the live broadcast room, and has also planted the seeds for the rapid growth of new domestic brands in the live broadcast room.

　　Liu Qianfei, the founder of the aromatherapy brand "Zhuben", once said that at the beginning, no one asked about the products. The seniors in the industry were persuading her: "Your product is so good, why not register a foreign trademark and OEM , And then imported to China, it will sell well.” At that time, she realized that domestic products were naturally not trusted.

However, in recent years, with the rise and development of emerging channels represented by live e-commerce, consumers' perception of domestic products has also undergone a qualitative change.

　　Since then, Liu Qianfei tried to let the brand into the live broadcast room, coupled with the excellent product strength, the attention and sales of this product in the field of cleansing oil rose rapidly.

During the "Double 11" period in 2021, the network-wide sales of each product exceeded 280 million yuan, of which the transaction value of the Tmall channel reached 180 million yuan, a year-on-year increase of 468%.

　　After "Red", the independent research and development and self-control supply chain are gradually realized.

It is understood that independent research and development laboratories have been established in Shanghai, independent research and development of product formulas, and direct sourcing of raw materials has been established with suppliers in many countries and regions, which has truly mastered the autonomy of the supply chain.

　　What should I do after "red"?

How to make "net celebrities" become everlasting celebrities?

It is a topic that the new domestic products cannot avoid.

　　Not long ago, Seagull, the first time-honored watch in China, was produced, and the brand-new trendy watch series specially designed for young people was exclusively sold on Dewu App, which opened Seagull's first young trendy product line.

Wang Wenxuan, general manager of Seagull Watch Technology Co., Ltd. said that Seagull is a traditional brand of craftsmanship, and Dewu App is the vane of young trends. Combining the two, traditional watchmaking craftsmanship and young trends collide with new sparks. "The future, Seagull plans. Continue in-depth cooperation with Dewu App to launch more watches that are in line with the trend of young people. Mechanical watches will not only go through the traditional path, but also reach more young people through Dewu App and push it to a broader market."

　　New products that capture the attention of young people and understand the needs of young people have allowed young people to "pay the bill" one after another to vote, which will point out an effective path for the "rejuvenation" of time-honored brands.

Yang Bing, founder and CEO of Dewu App, believes that the new domestic products need to deepen their understanding of young demand in order to promote the youthful innovation and diversified supply of time-honored brands, and form a dynamic growth of demand-driven supply and supply-created demand.

　　Keeping the "rules" is the bottom line

　　Zhang Meng, a "post-00" white-collar worker who works in the "Chuangzhi Tiandi" park in Yangpu, Shanghai, is particularly fond of domestic products. She said: "The head anchors are very active in promoting domestic products and domestic trendy products. The frequency of live broadcasts is relatively high, so that consumers I feel the updated iterations of domestic products in appearance, technology and experience, which are more in line with the needs of the new generation of consumers and are very attractive."

　　Whether it’s live broadcast or “blogging” on Weibo, in the current new consumption structure, the joint development of domestic brands and various e-commerce channels, especially live broadcast channels, has become a “consensus” between the two parties. .

　　According to the "2020 China Consumer Brand Development Report" released by the Ali Research Institute last year and the "2021 China Live E-commerce Industry Research Report" released by iResearch on September 10 this year, the market share of domestic brands in online channels has reached seven. The penetration rate of live e-commerce in the domestic online retail market is expected to reach 24.3% in 2023.

Looking at the new domestic brands that have emerged in the live broadcast room in recent years, all have solid research and development capabilities and rapid product iteration capabilities.

Their positioning is not a "parity substitute" for big foreign brands, but through category innovation, digital empowerment and other means to quickly seize the minds of consumers in the subdivision track and establish unique brand value.

　　It is worth noting that when the new Guochao and live broadcast e-commerce are developing rapidly, some problems have also followed. Some Guochao brands are "short-lived" in the live broadcast room, and some international big names have price differences in the live broadcast room. Cause consumer dissatisfaction.

　　Therefore, when the new national wave and live broadcast are developing in parallel, the new domestic products and all kinds of live broadcast channels must strengthen the awareness of rules and quality.

The face of huge user traffic not only tests the brand's rapid response capabilities, but also tests the professional qualities and values ​​of anchors and live broadcast agencies.

The positive interaction with thousands of consumers in front of the live broadcast station and the responsibility and responsibility of carefully selecting excellent products behind the scenes are all anchors and live broadcast organizations must do.

　　A good brand cannot do without strict quality and industry standards.

At the level of industry supervision, in 2020, as the drafting unit, U.S. Watch has participated in the compilation of the "Live Marketing Service Specification" group standard issued by the China Business Federation. This standard is the first domestic broadcast management regulation; in 2021, U.S. The first corporate standard in the live broadcast e-commerce industry, "Live Broadcast E-commerce Commodity Quality and Compliance Management Standards" was released.

At the same time, U.S. Arms has also established a flight review system for branded factories to check and screen potential risks, and continue to supervise the improvement and resolution of risk points.

　　For the live broadcast industry, if you want to develop, you need to jump out of the flow development circle and develop core competitiveness.

Nowadays, live streaming has gradually become the new normal of e-commerce. E-commerce platforms such as Taobao, JD.com, Pinduoduo, Mogujie, Vipshop, Station B, and Xiaohongshu have launched live broadcast functions. The cooperation between brand owners and the deployment of live broadcast e-commerce business shows that my country's live broadcast e-commerce industry is forming a multi-level competition pattern. In the future, major merchants who want to operate on the live broadcast e-commerce track for a long time must abide by laws and regulations.