The rise of the national tide: why did the post-1995 generation promote the growth rate of 1 beauty brands by more than 1 times?

The square in Taikooli, Sanlitun, the office building in Chaoyang Park, and the subway heading for Dongsishitao, young people dressed in Hanfu shuttle between passers-by dressed in modern clothes from time to time. Some of them are dressed in a blue sweater, some in a red gown, with flowing sleeves and embroidered patterns. They are calmly drinking coke and brushing their mobile phones, which makes people suddenly feel confused in time and space.

Yayan, a girl from 1996, was one of them. She told Touzhong. com that they called those who wore Hanfu "robes", which was taken from The Book of Songs, Qin Feng. She has loved Hanfu since her freshman year, and witnessed that Hanfu is getting more and more popular and quickly out of the circle.

Every time I meet my colleague in the street, Yayan says, she always smiles at each other and is happy. In fact, it is not middle-aged people who are pushing the tide of Hanfu, but countless young people like Yayan. According to the 217 Hanfu Compatriots Questionnaire, the average age of Hanfu consumers is 21 years old, and consumers aged 16 -24 account for 8% of the total.

According to the Hanfu Industry Report, the number of Hanfu consumers was close to 5, in 215, nearly 1.2 million in 217 and over 2 million in 218. The expansion of demand has made Hanfu in short supply. According to Tmall's "218 Hanfu Consumer Group Report", the number of people who bought Hanfu increased by 92% in 218. Take the high-end customized Hanfu brand Minghuatang, the price of a single product is generally around 4, to 5, yuan, and the suit starts at 1, yuan. However, at present, official website shows that the construction period has reached the end of December next year, and it is not enough to have money, so you have to be patient.

The fashion of Hanfu is just the tip of the iceberg. The market related to young people's dressing, especially the three categories of beauty, shoes and clothing, is popular in China, and state-owned brands are tearing off the label of "earthy flavor" and becoming more and more "fashionable".

"Li Ning's recent show is very popular, and it's just a tidal wave." Several post-95 interviewers invariably mentioned Li Ning to China Investment Network. In June this year, Li Ning returned to Paris again and released the Spring/Summer 22 collection. In the show built with retro geometric patterns, the model held the banner symbolizing cultural integration and wore clothes inspired by the national table tennis ball to open the show curtain. In February last year, Li Ning's Chinese style series with the theme of "Enlightenment" was very popular in New York Fashion Week, and some styles appeared in line and lottery.

Li Ning, who is binding the tide of the country and wooing young people, is turning around the middle-aged crisis. On June 26th, Li Ning released a profit preview. In the first half of the 19th year, the company's net profit increased by no less than 44 million yuan compared with 269 million yuan in the same period last year, with a year-on-year increase of over 16%. Li Ning's share price once rose by nearly 2% before the close of the day.

In addition to classic brands like Li Ning, new domestic brands are becoming more and more fun. During Tmall 618, the turnover of 589 domestic beauty products increased by more than 1% at the same time, while the growth rate of 183 products exceeded 1%. The minority brands such as Hollis, Perfect Diary, Huaxizi, Bingxili and dreamtimes have grown rapidly, with growth rates of 21.82%, 1.192%, 75.8%, 21.92% and 22.28% respectively.

Perfect Diary is the biggest dark horse among them. Tmall's flagship store was opened in 217, and the turnover of Tmall in double 11 exceeded 1 million in 218. In this year's 618, Perfect Diary won the first place in Tmall's make-up, and 26, pieces of matte lip glaze were sold, of which 7 pieces were paid for by young people aged 18 -25.

The moon is no longer a foreign circle, and young people have become the main force of domestic consumption. The "Big Data Report on Domestic Consumption" released by Suning shows that the enthusiasm for domestic products after 199s has surpassed that of foreign brands. Among all domestic consumers, the post-9s generation accounts for 35.64%. Among foreign brand consumers, the post-9s generation accounts for 3.93%. Among them, the sales growth rate of domestic cosmetics reached 14.88%, while that of foreign brands was only 14.18%.

The hot flashes in China seem to be lively. Behind the phenomenon, consumers, marketing channels, brands and supply chains are all undergoing profound changes.

The new generation, represented by the post-9s and post-s, was born in an era of strong national strength. They have stronger cultural self-confidence and a natural sense of national identity, and the concept of "import = good goods" of the previous generation gradually disappeared from them.

"I'm sorry, in this age, I don't think imported products are better than domestic products at all!" " Lulu, 22, like other young people interviewed by China Investment Network, said that the word "import" was very old-fashioned.

The "Report on the Consumption of Social Newcomers" released by Vipshop is also consistent with Lulu's expression, with 47.56% of consumers saying that they "have a good impression on domestic products" and only .56% "don't buy domestic products".

Zeng Fanhua, the founding partner of Sangu Capital, mentioned in an interview with Node Finance: "You're welcome to say that most of the entrepreneurs of the previous generation had a little inferiority complex in their bones, and even a little' worshipping foreign things', which was the psychological impact of their poor, backward and closed growth environment and tortuous life experiences. The new generation of entrepreneurs and consumers, since they can remember, know what is going on abroad, and know the moon abroad clearly through studying abroad, traveling and daily communication; The moon in China is also clear. More and more people will have the normal mentality of looking up to foreign brands: they know how to appreciate both the national tide and the real connotation in foreign brands. "

Zixuan is a post-1995 drama fan. He told Touzhong. com that this cultural identity is related to "watching dramas". He said that many dramas involve martial arts, history and traditional culture, which are as penetrating as Marvel Comics and even more penetrating than Marvel Comics.

"For example, Xiaoxingchen committed suicide yesterday. The breeze, the bright moon, the starlight dust, the proud snow and the frost, Song Zichen, the Taoist successfully deceived my tears! " Zixuan refers to The Untamed, which was adapted from The Master of the Magic Way. At the same time, The Longest Day In Chang'an, Nezha, Kyushu Dimly Recorded and other contents rooted in China's cultural world view have also reached the popularity of the screen.

the promotion of national strength and the radiation of traditional culture to young people will help to improve their recognition of domestic brands, and then give birth to a number of China brands with texture. Some eastern countries have experienced this process. For example, a number of brands with oriental aesthetic feeling and in line with the trend have been born in Japan, and Issey Miyake in the design field is one of them.

In addition to cultural recognition, "cost-effective" is also a high-frequency word for post-9s generation when they talk about consumption, and domestic products have also taken advantage of the situation to expand their market share.

"The 999 of Kanez is exactly the same as that of Dior, and the price difference is several times. After my roommate bought Kanez, he didn't need Dior's model. " Lulu is a "constituent party". If it is a shame for her to spend money, she doesn't care whether it is made in China or imported. The key point is which is more valuable. "For example, leap shoes are fashionable, cost-effective and practical. Why do you have to spend more money on big brands? Am I stupid?"

As native Internet surfers, the post-9s generation have the ability to make intensive consumption. They skillfully shuttle between platforms, such as Weibo, bilibili, QQ Group, Post Bar and Taobao, and compare the advantages and disadvantages of products and channels. In the process of consumption, "planting grass, collecting coupons, pulling weeds and rebate" are completed in different products, without any sense of contradiction.

In addition, these young people's consumption attitudes and behaviors, which are obviously herd mentality, highly sensitive to fashion and trends, attach importance to the social attributes of consumption, and have a strong sense of identity with the circle, are also used by domestic brands to varying degrees, promoting the development of national trends.

besides the change of demand side, the change of channel marketing mode is also the driving force to set off the national tide.

online channels are becoming more and more fragmented, and people's attention is shifting. HomeFacialPro(HFP), a domestic skin care brand, is an example of using this opportunity to achieve explosive growth. This brand, which was established in 214, has achieved annual sales of over 1 billion in 17 years. In 18 years, double 11 entered the Tmall brand "1 million yuan club" and won the seventh place in the beauty care category of the whole network. In this year's 618, it broke through 1 million again, beating the traditional European and American brands. How did it do it? Wang Lin, an insider, revealed various marketing tricks to China Investment Network.

"marketing can explode, but first of all, the product should have a selling point and spread. For example, HFP is positioned as a' cosmeceutical ingredient lover'. The products are mainly popular ingredients such as hyaluronic acid, arbutin and nicotinamide, and the appearance is the kind of high-end cold wind. Let consumers have a sense of parity substitution with big names. "

when the product has the explosive potential, please ask YiBo, the traffic star, to endorse the brand, and then launch the channel. Bypassing the traditional distribution channels, Wang Lin chose to promote it on major grass planting platforms. Wang Lin summarized it as two key steps:

Step one, planting grass. Through cooperation with KOL, we cover the target users in the form of soft text and evaluation, and "plant" the products in our hearts. The mainstream channels can be subdivided into several categories: WeChat, Weibo, Taobao, Xiaohongshu, and bilibili. It is said that HFP has put more than 3, soft articles on WeChat official account in 17 years, and put hundreds of Kols above the waist on Weibo.

step 2, transformation. Through opportunities such as promotion, limited time, carnival, etc., the overflow flow is harvested in Tmall stores. The most typical is the preferential activities during double 11 and 618.

"Marketing is also a gamble. A master should have experience and understand human nature." Wang Lin made a further interpretation by taking the launch of WeChat official account as an example.

it is necessary to put it intensively to impress the target users in the short term, and it is best to create a feeling that how can I see its products everywhere? This is more effective for small-town users. Compared with cities with greater information flow, they are more easily influenced by the media, thus generating a sense of trust. The specific way is to launch a large number of similar WeChat official account in the short term, mainly in the emotional and fashion category.

To grasp the weakness of human nature in content, Wang listed some titles of HFP, so as to "feel" how to catch people in the investment net, such as:

HFP is a blockbuster new product! It turned white in less than 33 days, which completely changed my attitude towards domestic products!

I admire Liu Yifei, the "fairy"! At this point, she hasn't lost for so many years!

you are the first beauty in Taiwan Province! 44-year-old Liao to 7-year-old younger brother, Lin Chi-ling's secret book against age is it?

the content will be iterated again and again according to the effect, but all of them are stepping on the psychological characteristics of users, such as listening to authority, picking up cheap, and eager to become beautiful and excellent quickly.

"Other platforms and WeChat are similar, but in Weibo and Xiaohongshu, the matrix is very important."

the matrix in Wang Linkou is the pyramid-shaped delivery ratio of traffic stars, head kols and small kols. Through several popular stars to create the same style of stars, such as Jelly Lin and Nana Ou-yang, the endorsement effect of products will be strengthened, and then KOL will further build momentum to provide more delicate product evaluation and grass planting strategies. At the same time, the influence will be superimposed through the automatic communication of amateurs, forming an "explosion" effect in the user circle.

In addition to online channels, the format of offline channels is also changing. The strategy of "occupying shelves" with large-scale distribution of goods is becoming increasingly weak, and offline stores that focus on experience, interaction and immersion are becoming popular.

Li Ning's brand "China Li Ning" has laid out offline stores in recent years. In NING SPACE in Sanlitun, the theme structure uses the design concept of deconstruction, the space style is retro, and the neon crisscross has a street feeling of the 199s. Street artist OG Slick has also been invited to customize sculptures and graffiti walls. In Qingdao and Chengdu, China Li Ning continued to follow the Chinese style, opening pop-up shop with the theme of "ink mountain trip", and successively settled in first-and second-tier cities such as Harbin, Shenyang and Nanjing.

It's not only sports brands that do this, but also the smell library of domestic fragrance brands knows this well. It actively lays out first-and second-tier cities, stays in high-quality business districts, and attaches importance to experience, instead of pursuing the maximization of efficiency. In an interview with 36Kr, Lou Nanshi, the founder, explained this idea as "overall airdrop": not only considering a single channel, but comprehensively considering online and offline traffic, using different information channels to stimulate consumers' desire to buy, for example, "consumers can experience offline, and then re-purchase online. Online exposure can be increased to divert water for offline stores. "

the crowd has changed, the channels have changed, and brands that have not changed with it will be quickly pulled down and replaced by more vigorous new species.

There is a phenomenon in the domestic market called Jackie Chan's curse. The leading domestic brands that once asked Jackie Chan to speak for them, such as Little Overlord, Aiduo VCD, Fenhuang Coke and Overlord Shampoo, have gradually declined without exception. This coincidence, which seems to make Jackie Chan suffer, actually reflects the fact that many domestic brands can't keep up with the times, and their management, marketing and R&D capabilities can't support further expansion.

The old domestic brands want to make a gorgeous transformation, while the new domestic brands want to occupy their minds. Today, with more symmetrical consumer information, brands and products themselves are more important. Besides Li Ning, Anta's turn is also instructive.

"Anta has gone abroad." Shoe lovers, just graduated from Yuguang, told Touzhong. com. After the popularity of KT3, the "KT4- Reward", which was inspired by newspapers and marked the highlight moment of NBA star Thompson, was snapped up as soon as it was released. There were almost long queues in first-tier and fifth-tier cities in China, while in Oakland, USA, thousands of people queued up all night on the day of release.

Not only is it a joint name with basketball superstars, Anta continues to play more and more on the road of cross-border joint names. Anta co-signed the Forbidden City, inspired by the "Ice Play Map" by court painters Zhang Weibang and Yao Wenhan in the Long Dynasty. The shoes are adorned by ancient skaters, and the side of the shoes has the flag of ice play, with a color scheme of ***8 colors. None of the symbols that attract people's attention have fallen, and there is a special limit of 1, pairs, which will be seconds as soon as it is released.

Marvel Comics, Coca-Cola, NASA and other internationally renowned symbols are also on the list of Anta's joint names. After this wave of operation, Anta gradually tore off the label of "local products" in the hearts of young people and became fashionable.

co-branding has now become a fashionable way to create a brand of domestic products. It can enhance the brand tonality. For example, Perfect Diary and the British Museum jointly launched the 16-color eye shadow disc "Fantasist", which was inspired by Majori Ka Tao Pan in the Renaissance and promoted the concepts of breaking the bondage, indulging in love and expression. However, such a tall box of eye shadow is only sold for more than 1 yuan, and there are discounts to get, so young girls will inevitably flock to it.

Co-branding is a way for brands to leverage each other to create influence and enrich brand connotation through joint efforts. Among them, the textbook-level joint name is the cooperation between foreign brands LV and Supreme, and LV relies on S.