Domestic brands must "keep the classics and become Internet celebrities"
Promote the deep integration of online and offline consumption, promote the recovery of life service consumption, and develop new forms of consumption and new models... This year's government work report proposed to promote the continuous recovery of consumption, and showed a number of measures to expand domestic demand.
At present, the consumption boom of domestic products is continuing to heat up.
Many domestic brands are gaining broad space for growth, attracting more and more young consumers.
During the National People's Congress and the National People's Congress, a number of representatives said that the popularity of old domestic brands and the rise of new domestic products reflect that "Made in China" is constantly moving towards "Made in China", reflecting changes in consumer demand and emotional appeal, and even more so. A manifestation of cultural confidence.
Wei Qin, a professor at the Department of Agriculture, Forestry and Food Engineering of Sichuan Yibin University, said that consumers' acceptance and recognition of domestic products has been greatly improved, which conveys a signal of my country's rapid economic development and the rise of national brands.
The products are of high quality, low price and high cost performance, and have become the "new label" of domestic trendy brands.
"Today is an era of showing individuality and being open and inclusive. These successful 'out of the circle' domestic products meet the needs of consumers to pursue diversification and individuality." Representative Hou Zhanying, director of the design department of Beijing Wo Lafei Jewelry Co., Ltd., Beijing Gongmei Group, believes that , More and more domestic brands achieve brand differentiation by targeting specific needs, and product design is more in line with national aesthetic preferences, showing the unique charm of Chinese culture and meeting people's spiritual consumption needs.
Hu Wei, executive deputy director of Shanghai Zhonghua Vocational Education Association, believes that China's consumer market is undergoing changes in recent years.
The younger generation of consumers has become the main force in the consumption of domestic products and an important force driving the consumer market.
The "2021 China Brand Development Report" shows that the "post-00s" consumption of domestic products has the fastest growth rate, exceeding 50%; the "post-90s" per capita consumption of domestic products has exceeded 6,000 yuan.
Representative Huang Maoxing, dean of the Fujian Free Trade Zone Comprehensive Research Institute of Fujian Normal University, found that more and more college students are no longer obsessed with international brands, and have begun to actively embrace domestic trendy brands, becoming a key force in the growth of the consumer market.
"The younger generation of consumers has more distinctive needs. They emphasize independence and refuse to be dominated and gathered." Commissioner Hu Wei believes that the younger generation of consumers pays more attention to consumption experience.
Liu Yi, chairman of Anhui Aikelan Environmental Protection Co., Ltd., said that the main reason for the success of domestic brands such as Li Ning, Anta, and Huaxizi is that they have firmly grasped the changes in the needs of young consumers and launched products that are suitable for young groups. Products that meet consumer demands have become a new fashion and trend in the consumer market.
So, how to make more high-quality domestic brands stand out?
In the interview, several representatives said that many old domestic brands have good popularity and reputation, and the challenge they face is how to get closer to the younger generation through the innovation of marketing models and the renewal of brand connotations.
It is worth mentioning that at present, many old brands are jumping out of the comfort zone and heading for a new road.
For example, White Rabbit Toffee and Mejiajing launched a toffee-flavored lip balm, and Yunnan Baiyao launched a "cure for all diseases" tide bag, etc., which were re-interpreted in a fun and trendy way, so as to deeply communicate and rebuild connections with young people.
Representative Huang Maoxing believed that old domestic brands should firmly establish the concept of "quality first, win by quality", actively adopt new technologies, new materials and new processes to carry out R&D and production, and aim at international advanced standards to improve manufacturing processes.
At the same time, learn to use digital, Internet, informatization and other technologies to stimulate the new potential of time-honored brands, continuously incubate new brands, and inherit good reputation.
"We will vigorously promote the market-oriented operation of domestic brands, give full play to the quality spirit of craftsmen, refine the products, and inject fashion elements into the old brands. Only in this way can we keep the classics and become Internet celebrities." Representative Huang Maoxing said.
(This newspaper, Beijing, March 11th)
Wang Qun