"The Proya skin care products that I bought at random are now unavailable in the live broadcast room!" Before Double Eleven arrived, 28-year-old Zhang Xiaoming had already made a shopping list, and more than half of them were Chinese brands.

Many people also have such a "list of domestic products" in their shopping carts, covering all aspects of life.

On October 31st, the pre-sale of Double Eleven was launched at 8:00 pm. On e-commerce platforms such as Tmall, JD.com, and Vipshop, the popularity of domestic brands continued to increase.

　　According to Pinduoduo's "2022 Duoduo New National Trend Consumption Report", in the past year, the number of new national trends and new domestic brands on the platform has increased by more than 270% year-on-year.

According to the "2022 Young People's Domestic Product Consumption Trend Report" released by the Jingdong Institute of Consumption and Industrial Development, young consumers have purchased more domestic products this year than before.

　　At present, Guochao has entered a new ten-year stage of internal improvement.

　　Selling

　　Domestic goods are loaded into shopping cart on Double Eleven

　　In Zhang Xiaoming's shopping list, there is a snow embossed lipstick from the Forbidden City. "I especially want to see the Forbidden City after the snow, and this lipstick engraves this romantic scene on it." In the shopping list of the second mother Zhu Qinglan, Most of the food bought for children are domestic brands.

During Double Eleven in recent years, Fan Wu, who was born in the 1980s, bought Midea water purifiers and Gree air conditioners successively. "In addition to the meticulous and polite on-site installation service, the products have always been very useful."

　　This year's Double Eleven, domestic brands have become a highlight.

Tmall data shows that within the first hour after the launch of the event at 8 p.m. on October 31, 102 brands on Tmall have exceeded 100 million yuan, of which more than half are domestic brands; Vipshop has also ushered in a national boom in various fields. , Hongxing Erke's sales increased by 142% year-on-year, and Huili's sales increased by 45% year-on-year. Among beauty brands, Pechoin's sales increased by 52% year-on-year, and Oushiman's sales increased by 63% year-on-year; from 8 pm on October 31 to November 1 24 At that time, JD.com had sold more than 550 million items in total, and among the top 20 brands in terms of turnover, Chinese brands accounted for 80%.

　　potential

　　Young people pay for "Oriental Charm"

　　Perfect Diary, Huaxizi, Mao Geping... These emerging beauty brands are the "protagonists" in young people's shopping carts.

According to Tmall data, the sales volume of domestic brands such as Proya, Winona, Natural Hall, and Huaxizi exceeded 100 million in one hour after the Double Eleven this year.

　　Zhang Xiaoming said that the shape design of many domestic beauty products is full of oriental elegance and unforgettable.

According to the "2022 Young People's Domestic Product Consumption Trend Report", young consumers have purchased more domestic products this year than before.

Among the brands that have formed a certain sales scale, the proportion of post-95 users of domestic products increased by 11% year-on-year, and the overall ratio of the number of users who purchased domestic products to imported products was 1.7, while this number was 1.3 in the same period in 2021.

　　Yang Dajun, founder of the Transparency Innovation Center (FTIC), said in an interview with a reporter from the Beijing News that a large part of the reason for the rise of the emerging Guochao brand is to catch up with the "window" of the national trend.

"The mainstream consumer groups of Guochao are the post-90s and post-00s, and young consumer groups have a strong sense of national pride. Emerging brands have locked in the consumption potential brought by such consumer groups and entered the national tide track. meet consumer demand.”

　　youth

　　Old-fashioned brands tell new stories

　　In recent years, traditional time-honored brands have adhered to the fundamentals, sought innovation, and took the initiative to approach a new generation of consumers in new national fashion clothes.

　　In 2021, Quanjude will launch a new IP image of Mengbao Duck. This year, it will extend the creation of a new brand culture communication project "Mengbao Star Chef Live Room", launch a VR experience hall, launch digital collections, and tell the story of Chinese food culture in a way that young people like to hear and see. It is broad and profound, allowing young people to feel the charm and cultural pride of Guochao's creativity.

　　"Innovation" has also become the key word of the time-honored brand NeiLiansheng founded in 1853.

In recent years, co-branded products such as Big Fish and Begonia, Angry Birds, and Glory of Kings jointly launched by Neiliansheng and the Forbidden City and the National Museum have been welcomed by young people.

In August this year, Danai Kung Pao Coffee, a new consumer brand created by Neiliansheng, officially opened.

　　"We hope to use coffee as a carrier to implant the culture of Neiliansheng." Cheng Xu, general manager of Beijing Neiliansheng Shoes Co., Ltd., mentioned in an interview with a reporter from the Beijing News that Chinese people generally agree that the culture is based on Chinese culture. The popular fashion and common aesthetic orientation are the national tide, and originality is the core element in the development of the national tide. "If the product design is based on what is popular, it will not last long, because it cannot tell the story and the value is limited. If Product design based on an original concept has its own brand cultural gene."

　　battery life

　　"Net Red" wants to be "Long Red"

　　Whether it is an old brand or a new brand, it needs to move forward in order to continue sailing under the national tide.

　　Zhu Ding, vice president of Xtep brand, once said in an interview with a reporter from the Beijing News that the national tide meeting is a very long-term concept.

How to truly project this cognition into one's own products and make products that consumers like may be a more important direction.

Yang Dajun also mentioned that just focusing on sales and live streaming of "net red" is not a long-term way to survive. You should have a deeper understanding of how to shape the intrinsic value of the brand and how to use a better method to convey the relationship between the brand and the product. .

He believes that for most Guochao brands, it is necessary to learn to use the phenomenon of Guochao to establish a relationship between young consumers and the brand in terms of product design, R&D promotion and publicity, and to resonate.

"National tide is not a simple phenomenon, nor is it the use of simple symbols and patterns. It can be expressed from more value demands, which will be more helpful for the rise of a brand."

　　Yang Dayun also said that the current national tide is still in the initial stage of development, and new consumption trends will also emerge in the future.

The content of brands is becoming more and more important, and in the future, it is necessary to establish a connection with value demands, such as sustainable development, environmental climate and other social issues of concern to human beings.

"A good company and good products are not only cost-effective, but also include the responsibility of the brand company to the society and the contribution it makes to the society, which is also part of the brand's soft power."

　　Written in this edition/Beijing News reporter Zhang Jie