Becoming a "explosive model" requires hard power, quality, creativity, and word of mouth are indispensable.


　　Online consumption of domestic products is hot!

(Online China)

　　Chinese fashion brands, cultural and creative explosions, domestic make-up, antique clothing...In recent years, the online consumption of domestic products has continued to heat up, attracting more and more young consumers.

Many companies are actively embracing the Internet, deploying online channels, and using platforms such as e-commerce, social networking, live broadcasting, and short videos to revitalize their brands.

　　Many "post-90s" like to buy domestic products

　　Xiao Zhao, who is studying in the Chinese Department of a university in Zhejiang, is a member of the Hanfu Club of the school. He recently bought Hanfu and Huaxizi makeup products online and is preparing to participate in the traditional Chinese cultural activities organized by the Hanfu Club.

"Using domestic make-up products to make a real Chinese makeup, everyone says it's very easy to use." Xiao Zhao said.

　　“The Li-Ning running shoes I wear on my feet are bought online. They are quite comfortable and still look trendy. Sportswear of this brand is becoming more and more design-oriented,” said Li Jie, who works at an Internet company in Beijing.

　　In recent years, many domestic brand "circle fans" young people have become a vivid footnote to the popularity of "national tide".

"Many'post-90s' and post-95s are proud and proud of buying domestic products." said Li Jiaqi, an internet celebrity anchor.

　　Wang Shuguang, a professor at the School of Economics of Peking University, said in an interview with this newspaper that behind the "national tide" is a manifestation of the substantial improvement in the quality of Chinese products and the continuous increase in Chinese cultural confidence.

"Young people have high confidence in the country and like to use domestic products. This is a manifestation of cultural confidence and a new trend worthy of attention. In the context of economic globalization, young consumers have seen the advantages of our own brands. The change in consumer psychology is an important reason why domestic products are becoming more and more popular today."

　　Wang Shuguang believes that the image of the old domestic brand has been deeply rooted in the hearts of the people, and generally has a good reputation and reputation in the minds of consumers, but the biggest challenge facing the old brand is the innovation of the marketing model, and the brand connotation must be constantly updated and kept up with the times. , The old brand should be closer to the younger generation.

　　Many time-honored brands are heading for a new path, making breakthroughs in brand image and product creativity.

For example, Wufangzhai, a zongzi maker, opened an unmanned restaurant, Luzhou Laojiao launched a cross-border perfume, and White Rabbit Milk Candy and Meganet launched a creamy candy-flavored lip balm.

With the help of the Internet, time-honored brands have reinterpreted their historical and cultural heritage in a fun and trendy way, and won the attention of young consumers.

　　It is reported that in order to support and encourage the innovation of domestic products, the Ministry of Commerce and relevant departments will hold the National Consumption Promotion Month from May 1 to 31. A batch of domestic products will be launched online, and the “Time-honored Carnival” will be held. Innovative development of Chinese time-honored brands.

　　Adapting to the new consumer demand will be "red"

　　The rise of the domestic product boom requires not only well-known old brands, but also the emergence of new and cutting-edge brands.

Pan Helin, executive dean of the Institute of Digital Economy, Zhongnan University of Economics and Law, believes that the challenge for emerging brands lies in how to accurately capture the needs of target users, formulate effective marketing strategies, create their own brand personality, create differentiated competitive advantages, and quickly build brands Awareness.

　　The "2020 Domestic Products Consumption Trend Report" released by Suning Tesco's big data platform shows that domestic consumption is ushering in a new scene, and live-streaming room purchases and community-recommended purchases have become two new growth points for domestic consumption.

Experts believe that the "post-90s" and "post-00s" are more sticky to the Internet, and the flow and channels are the "growth codes" that promote the birth of the explosion of domestic products.

　　Through the innovation of marketing model, many new and cutting-edge brands have been "born out" in recent years.

It is understood that the perfect diary of the domestic beauty brand after investigating the consumption habits of current young people, found beauty experts on Xiaohongshu, Station B, Douyin, Weibo and other platforms, and let them "convince" users with their actual experience. , To win the resonance of young users through the co-creation of scene and personalized content.

Industry insiders pointed out that the social marketing gameplay of Perfect Diary also teaches more domestic brands to learn to use social relationship chains to continuously expand users and revitalize traffic.

　　"It takes hard power to become a hot product." Some e-commerce practitioners said, "In the past, the brand relied on spending money and relied on overwhelming advertising to allow consumers to see and passively recognize it. Now it depends on the product. If the product is good enough, countless fans will recognize you, and they will spontaneously recommend these products on social platforms."

　　According to Jiang Qingyun, a professor at the School of Management of Fudan University, the current new consumer brands of domestic products have shown the characteristics of "big city gathering" and "platform gathering", forming a cluster phenomenon of brands.

According to the survey results of "New Chinese Products City 2020" initiated by Tmall and CBN Business Data Center, Beijing leads the new cultural and creative city with its cultural heritage and advantages in the cultural and creative industry; Shanghai’s emerging brands account for 1/6 of the country’s turnover. It is a veritable “city of consumption of new domestic products”; Guangzhou’s “appearance economy” is developed, and 75% of the country’s domestic beauty brands are born here; new domestic brands from Chengdu have outstanding performance in the food industry and can be called one of the new domestic products. city.

　　Chinese products are popular overseas

　　"Where can I place an order for this Chinese phone?" "Want to buy a Chinese cheongsam" "Chinese makeup products are so beautiful"... Overseas netizens have expressed their curiosity and love for Chinese products on social media.

　　The e-commerce platform helps domestic products quickly open overseas markets, helps domestic products brand upgrades, and allows Chinese products to be exported to the world.

In the fields of travel tools, electronic products, food, beauty, clothing and home textiles, some Chinese brands have closely followed the needs of foreign markets, seized opportunities to go abroad, enhanced their international reputation, and some have become emerging forces leading the fashion trend.

For example, the down jacket brand Bosideng broke the seasonal restrictions on the production and sales of down jackets and sold them all over the world.

The Oriental beauty design of the Huaxi sub-brand has set off a "Chinese makeup" craze overseas, and many beauty bloggers have specially launched Chinese makeup tutorials.

　　"Chinese products are cost-effective, high-quality, affordable and diverse, providing overseas users with a wealth of choices." According to industry insiders, with the development of China's e-commerce, overseas consumers' demand for Chinese products has become stronger.

The support of e-commerce platforms is an important force to promote the development of domestic products.

It is reported that in order to increase support for domestic products, Pinduoduo has launched the "New Brand Plan". It plans to support 100 industrial belts from 2021 to 2025, order 100,000 new brand products, and propose OEM companies to cultivate their own brands and be well-known Models such as brand sub-brand building, new and cutting-edge brand support, and rebuilding of old domestic brands.

Tmall uses new product innovation centers, consumer evaluation systems and other tools and models to promote new domestic products to quickly capture fashion trends and user needs. At the same time, relying on global logistics, mobile payment and other technologies, it helps more domestic brands to deepen their local development. world.

　　"With the help of Internet platforms such as e-commerce, Chinese products have accelerated the pace of'going out'." Wang Shuguang believes that Chinese products must establish a global brand awareness, including excellent quality and innovative content, and improve the visibility of Chinese brands in the global market. .

At the same time, we must also know ourselves and the enemy, and study the consumer culture of other countries, especially the consumer psychology of overseas young people.

When domestic products become explosive, how to become a major international brand with quality assurance, historical accumulation and cultural connotation is still worthy of further consideration by the industry.

Li Xueqin

Li Xueqin