The market began to set off a wave of domestic products.

The market began to set off a wave of domestic products.

The market has begun to set off a wave of domestic products, and the fashion of young people chasing the national tide and national style is quietly rising. The "country" in the national situation refers to China, which is mainly concentrated in the cultural field and contains the aesthetic taste of China's art and aesthetics. The market began to set off a wave of domestic products.

The market began to set off a wave of domestic products 1 This year, domestic products ushered in an awakening era.

Dressed in Hanfu from Cao Xian County, Heze, Shandong Province, she became "Miss Tang Gong". Use Huawei's mobile phone to visit the Forbidden City or shoot a small video with friends on weekends, buy a new product "Snow Covered Blackberry" with a cup of hi-tea, and then reward yourself with a particularly hot museum archaeological blind box as a small surprise. ...

After experiencing the 1.0 era of the revival of time-honored brands and the 2.0 situation in the high-tech field through quality upgrading, various data tell a story about a * * *-in the fields of China brand, China culture, big country science and technology, etc. The era of comprehensive and confident new domestic products 3.0 has arrived.

Cars, mobile phones, cosmetics, local cultural and creative IP, hard-core technology ... domestic products and consumers are being reconnected.

New domestic products have entered the awakening era together.

"Generation Z in China has gradually grown into a pillar of the consumer industry. They prefer domestic products and are more enthusiastic about "Made in China". In addition, they are very proficient in digital technology, open-minded and have a strong interest in exploring local brands, especially those business models (DTC) that can directly face consumers. " Charlotte Zhang, vice president of consumer insight department of L Catterton, an American consumer private equity investment company, told China Economic Weekly.

2002 1 1 "e-commerce promotion, according to the data of Tmall platform, Anta Group beat the once leading Nike with a total turnover of 4.65 billion yuan, becoming the first China brand to win Tmall's" double 1 1 "category list; Mao Geping, Osman, Winona, Mino, Yiyi Bucao and other local beauty brands 1 hour turnover exceeded the full-day sales of "Double 1 1" last year.

What is even more surprising is that nearly 50% of the brands with "double 1 1" turnover exceeding 100 million are domestic brands, with a year-on-year increase of 17%. Year-on-year growth rate of turnover 10 among the top brands, 80% are domestic products, and the turnover of five domestic brands increased by over 100 times year-on-year.

"Consumers in China have changed. They prefer local brands to global brands." At the 20021autumn conference call, Kasper Rorsted, CEO of Adidas, said that in the face of the decline in revenue in China.

165438+1October1October, Adidas announced the third quarter financial report of 202 1 October, and the group's revenue increased by 3.4% to 5.75 billion euros, which was slower than the same period of last year. Operating profit decreased by 8.5% to 672 million euros. Greater China is the main market with the largest year-on-year decline in Adidas' global performance. According to the third quarter results released by Adidas, under the premise of currency neutrality, the revenue in Greater China decreased by 14.6% year-on-year.

McKinsey's survey of 5,000 consumers in China 15 cities shows that in 2020, 85% of consumers said they would definitely buy local brands, while before 10, that is, 20 1 1 years ago, only 15% of consumers.

Guotai Junan Consumer Team believes that the rise of the national tide is not only driven by a single product, but also driven by many factors such as population structure, income level, cultural mentality and consumption concept.

Domestic products are not only based on feelings, but also the leap in quality makes domestic products more confident.

If we want to choose a hot word to describe people's love for domestic products, "wild consumption" is obligatory.

Whether it is the "bankruptcy donation" of the old sports brand Red Star Hongxing Erke to the rainstorm in Henan, it has triggered a nationwide buying frenzy, and its sales performance has soared 52 times. It is also the old brand of domestic products and daily necessities, that is, the bee flower "cries poor" and "rises two pieces in ten years". Netizens rushed into the live broadcast room to "save" the goods for a month at ordinary times, which became the most concerned landmark event in the consumer field this year.

Some critics believe that "Made in China", "China Feelings" and "China Elements" have become hard indicators for consumers to buy domestic products, and the rise of domestic products and emotional consumption have aroused strong discussions in the industry.

In this regard, Gao Dekang, founder of Bosideng brand and chairman and president of Bosideng Group, said: "The rise of domestic products is the self-improvement and self-confidence of the times. China consumers love domestic products, not just the feelings of consumers. "

He believes that since 20 18, local brands have always adhered to brand leadership and established "strong links" with mainstream consumers of the times; Many brands insist on technological innovation, digital transformation, and build a digital collaborative platform to achieve full-link production of brands.

"Many joint venture brands have few booths, but the booths of independent brands are very crowded." At the just-concluded 202 1 Guangzhou Auto Show, an exhibitor lamented in a circle of friends.

You know, for a long time, no matter Beijing Auto Show or Shanghai Auto Show or Guangzhou Auto Show, joint venture brand models are the star products in the venues.

However, since the 20021Shanghai Auto Show, independent auto companies have emerged with new products, new technologies, new brands and new marketing, and they also have a unique name-"New Force for Building Cars". Different from the previous emphasis on displaying products and highlighting the advantages of cost performance, independent brands have become the "wind vane" of industry development in the fields of products, technology, ecology and services.

According to the data of the Federation, at 202 1, 10, the retail sales of self-owned brands reached 770,000 vehicles, up 4% year-on-year and1%quarter-on-quarter. The domestic retail share of independent brands was 45.6%, an increase of 8 percentage points year-on-year.

According to the report "New Consumption Era * * * Win in the Rise of Domestic Products" released by the research department of CICC, the per capita GDP of China has exceeded 65,438 USD+0,000, and the rise of domestic products is accelerating. The driving force of the rise is: with the continuous strengthening of China's economic strength, consumers' national self-confidence and cultural pride are also constantly improving; Under the trend of escalating consumption, consumers' lifestyles have changed, requiring more consumer goods and better products and services; China products and brands are constantly advancing, and their capabilities in quality, design, technology and innovation have reached new heights. New infrastructures such as supply chain, logistics, big data, AI, Internet and marketing communication provide strong support.

Xun Yugen, chief strategist of Haitong Securities, told China Economic Weekly that the rapid rise of domestic brands is behind the improvement of product quality and better design functions to meet the needs of domestic consumers. He said that in addition to young consumer groups supporting the broad space for the rise of domestic products, quality advantages also promote domestic brands to swim upstream. In recent years, domestic brands have gradually extended to the upper level of the industrial chain, creating brand logos, creating quality advantages and accelerating the promotion of high-end markets.

Turn the beauty of the East into the beauty of the world.

"Oh, I have seen such a beautiful product for the first time in my life!" Keira, an American fashion beauty blogger, conducts product evaluation as usual. Facing the beauty brand Huaxi Zi from China, Keira couldn't help exclaiming.

What surprised her even more was that after she released a video evaluating China's new beauty products, her YouTube fan base was only over 20,000, and the number of plays soared to nearly 3.5 million in a short time. The comment area is full of envy of female fans and voices asking how to buy products.

Beauty analyst Vicky told China Economic Weekly that as early as five years ago, some domestic beauty brands with high nationality entered the European market. Although these products occupy the advantage of high cost performance and are known as "cheap substitutes" for foreign brands, many brands are finally defeated because of their low popularity in overseas markets and the high logistics cost brought by long-distance export.

"At present, these new domestic products have their own R&D team, and with the rapid development of domestic e-commerce, China's infrastructure capabilities such as supply chain and logistics are also constantly improving, which is enough to support overseas brands to go further and be more solid. They successfully went abroad with the help of overseas consumers' curiosity and love for oriental make-up, but how to pass on China's profound traditional beauty culture through products has become a problem that' Perfect Diary Hua Xi Zi' needs to continue to think about in the process of going to sea. " Vicky said.

Similarly, in the field of mobile phones, in the local market of China, Huawei, Xiaomi, OPPO and vivo began to replace Apple; Domestic products began to replace European, American, Japanese and Korean brands. In overseas markets, China products are no longer synonymous with "low-end and counterfeit". Overseas consumers will use words such as "luxury", "classic" and "high-end" when describing China mobile phone brands. China brand has become a symbol of high-end and quality.

The 20021China Research Report on Brand Cognition and Emotional Development shows that overseas consumers' cognition of China brand quality has changed, showing more positive emotions.

Wei Wu, Deputy Secretary-General of the International Advantage Cluster Brand Alliance, said that China brand has started a new round of going out to sea. What a brand can't do can be achieved by 10 brands and 100 brands. China brands should unite to bring real value to the world, so that consumers all over the world can identify with China brands.

"The main manufacturing base of global durable consumer goods is in China. Sweeping robot, new energy vehicle, smart phone, etc. All belong to the category of very fast iteration. At present, the global product pattern is still in the stage of division. China products and China brands will have a great possibility to dominate, and the future of the national tide is more worth looking forward to. " Wu Shuo, chief retail analyst of soochow securities.

The market has begun to set off a wave of domestic products. The reason why the two countries' tide and national craze have become the fashion in the world can be traced back to the rapid enhancement of China's comprehensive national strength, the continuous improvement of its international status and the continuous expansion of its international influence in recent years. It is China's strong economic, scientific and technological strength that provides strong "hard power" support for the display of "soft power" of the national tide and national style, and with the deep participation of the youth of the times, the national tide and national style can flourish and become a common practice.

Once upon a time, "foreign festivals" such as April Fool's Day, Thanksgiving Day, Halloween and Christmas were widely sought after by young people. In recent years, young people are no longer eager for such foreign festivals, which have actually cooled down quietly. On the contrary, the fashion of young people chasing the national tide and national style is quietly rising. Both young people dressed in Hanfu in ancient towns and young people who are keen on intangible cultural heritage creation and national quintessence are full of fascination and confidence in the fresh and elegant national tide and national style. This upsurge not only fully demonstrates the brilliance and charm of excellent traditional culture advancing with the times, but also reflects the more confident and firm mental state of young people in culture.

Innovative expression of the concepts of creativity, pioneer and personality

The "country" in the national trend refers to China, which is mainly concentrated in the cultural field. It is based on China's excellent traditional culture precipitated in the historical development, with the national spirit that has been cast for thousands of years as its core, and contains the aesthetic taste of China art and China aesthetics. "Wind" is style, which is an art form with specific elements. "Chinese Style" uses Chinese images, symbols and techniques to create * * * emotional experiences and * * * sounds with emotion, interest, novelty and meaning, which are expressed in the form of music, painting, costumes and architecture. "Tide" refers to a popular trend and fashion trend, which is a fashion that people compete to form in order to love something. The current national tide is the pursuit of cultural symbols formed by the integration of excellent traditional culture and modern lifestyle based on cultural genes, time memory, national spirit and other factors.

Cultural symbols with classical meanings in the national tide and national style have fully aroused the call of the group for cultural memory and cultural identity, and gradually evolved into a hot fashion, becoming a cultural landscape with wide influence and appeal at present. Throughout Hanfu, the product design of the Forbidden City, Luo Shenfu of Henan Satellite TV and other popular fashions, the unique charm and profound connotation of traditional culture have been rendered incisively and vividly. From the rapid rise of national music, animation and games to the whirlwind of national fashion clothes, brands and IP sweeping the market, these creations with China local elements are no longer old-fashioned and outdated, but become innovative expressions of originality, pioneer and individuality.

After investigation, it is found that the audience of the national tide and national style is mainly after 90, followed by after 00 and after 80. This shows that the younger generation is the main force supporting and promoting the spread of this trend. They are no longer blindly worshipping foreign things, but are willing to buy and use domestic products and love China traditional culture. This cultural identity based on emotional experience fully awakens the pride of young people in traditional culture. In today's increasingly young consumer market, the positive attitude of the younger generation towards local products in Guo Chao will become an important factor to promote the development of cultural industry in Guo Chao.

At the same time, this trend has gradually become international, and more and more cutting-edge designers with international vision have begun to introduce original designs that incorporate China elements, and strive to push the tide of the country to the world. China's embroidery, belt buckles, dragons and phoenixes, auspicious clouds and other China traditional elements are also incorporated into the international fashion world's design, and China culture is attracting more and more attention and reference from the world.

The "hard power" support behind the "soft power" display

Hot flashes in China are not accidental social phenomena, but there are inevitable endogenous reasons behind widespread pursuit and fanaticism.

The popularity of the country reflects the improvement of China people's national cultural self-confidence. The rise of national tide and national style is actually a journey of contemporary young people to find their roots in culture, which is caused by the feelings of citizens to establish and seek cultural identity. In the early years, when the Korean Wave, the Japanese Wave and the European and American tides swept through China, it was the time when young people were eager to connect with the international community. They not only pursue fresh foreign culture, but also yearn for a rich living standard. Nowadays, the younger generation has grown up in the era of the rise of great powers and has unprecedented confidence in powerful countries. At this time, they are eager to fully display their national identity in world cultural exchanges, and the emergence of national trends has become an excellent carrier.

The reason why domestic brands can be favored by consumers, in addition to the national complex contained in them, high-quality domestic products are also the guarantee that people are willing to pay for them. Previously, limited by technology, concept and innovation ability, "Made in China" was often labeled as "parity" instead of "plagiarism", and consumers naturally lacked confidence in domestic brands. With the progress of science and technology and the improvement of manufacturing level in China, "Made in China" has gradually changed to "Made in China" and "Created in China", which has laid a solid material foundation for the emergence of national trends.

The reason why the national tide has become a world fashion can be traced back to the rapid enhancement of China's comprehensive national strength, the continuous improvement of its international status and the continuous expansion of its international influence in recent years. It is China's strong economic, scientific and technological strength that provides strong "hard power" support for the display of "soft power" of the national tide and national style, and with the deep participation of the youth of the times, the national tide and national style can flourish and become a common practice.

Promote the creative transformation and innovative development of traditional culture

In essence, both national tide and national custom are reshaping and spreading traditional culture. From the historical logic point of view, this trend is not only a simple inheritance of traditional culture, it not only changes the external form of traditional culture, but also integrates traditional culture with modern science and technology, fully demonstrating the inherent charm of traditional culture in the contemporary era; From the realistic logic point of view, the spread of national tide and national wind has enhanced the social shaping function of culture, enhanced China's leading power to the world cultural trend, and improved the international competitiveness of cultural industries. This phenomenon has brought important enlightenment for promoting the creative transformation and innovative development of traditional culture.

First of all, we should pay attention to the times of culture and fully display the spiritual connotation of cultural products through colorful fashion forms. If culture stays in the form of the past, it will easily become the display and decoration of the past. In order to make traditional culture glow with new vitality, we must give it the color and style of the new era, "let the cultural relics collected in museums, the heritage displayed on the vast land, and the words written in ancient books come alive."

Secondly, we should pay attention to the popularization of culture and make culture close to people and life. Culture needs not only Chun Xue, but also elegance and vulgarity. Culture must adhere to the people-oriented value orientation, and must enter the people and be close to the public; Culture must adhere to the people's dominant position in cultural creation, and can not be seriously divorced from the real life of the masses, resulting in high music and few people to respond.

Finally, we should pay attention to the internationalization of culture and bring forth the old and bring forth the new in cultural exchanges and mutual learning. Chinese excellent traditional culture has been characterized by extensive tolerance since ancient times, and advocates the concept of "eclecticism" and "all rivers run into the sea". It is in the communication and blending with different civilizations that China culture can be widely gathered and revived.

In a word, cultural construction is an important part of building a cultural power, and cultural revival is an important symbol of the great rejuvenation of the Chinese nation. To enhance the cultural vitality of China and enhance the cultural self-confidence of Chinese people, we can use the new fashion of the national tide and national style to integrate the national tide and national style with oriental cultural implications into the production and promotion of cultural content, and then continue to write the new glory of Chinese culture on the basis of protecting the excellent traditional culture of the Chinese nation.

The market has begun to set off a wave of domestic products. 3. Consumption tends to be more rational, paying attention to digital transformation goods and loving the new national style. New youth are leading the new trend of online shopping with new consumption concepts.

At the seminar on "Fashion Consumption Trend Development of New Youth" held recently, the research group of Beijing Normal University released "202 1 Fashion Consumption Trend Development Report of New Youth" (referred to as "Report"). The report believes that the new youth group has become the main force of fashion consumption, showing greater "explosive power" and development potential in a variety of fashion consumption scenarios. Pinduoduo has become the preferred cost-effective platform for fashion consumers, and the domestic and foreign fashion brands on the platform are favored by newly-born young consumers.

The research on the new consumption concept of new youth in the report triggered a heated discussion among the participating experts. Experts believe that the new youth pursue fashion elements, affect fashion attitudes, and then empower fashion products or brands. The rise of new national consumption is also a manifestation of new youth's self-identity and national identity.

Nearly 70% of new young people value cost performance.

Studying the consumption patterns of new youth groups, including their attitudes towards fashion consumption, "in a sense, just like people's noses, we can keenly feel the changes in the external environment." At the seminar, Li Biao, director of the Institute of Public Opinion of China Renmin University, said that consumption behavior and consumption phenomenon have the most intuitive and significant directive function on the whole social and economic development.

"202 1 New Youth Fashion Consumption Trend Development Report" summarizes the main characteristics of online shopping for new youth groups.

According to the survey data, 2 1% of new young people make online shopping every day, 62% of them say that their online shopping will be strengthened in the future, and nearly 70% of new young fashion consumers will first consider the cost-effectiveness factor when shopping.

The research group of Beijing Normal University believes that new young consumers tend to be more rational in consumption, and conspicuous consumption behavior is reduced. Among them, in the field of digital 3C, high-performance and cost-effective configuration is the direction pursued by more new young consumers. The report takes Pinduoduo Billion Subsidy Channel 2021"RTX Series Notebooks Listing" as an example. On the day of the event, the official subsidy of up to 1000 yuan was provided, and the relevant preferential information spread fission in players' WeChat groups, games and hardware communities. RTX3070 and RTX3060 game notebooks from mechanical revolution, Shenzhou and other brands have attracted the enthusiasm of consumers.

Chenchen, a researcher at Pinduoduo New Consumption Research Institute, said, "In the10 billion subsidy channel, Pinduoduo has joined hands with many brands to jointly promote brand products with high attention, good sales and good consumer feedback in the market, and make substantial profits, so that consumers can really feel the benefits, which is also the main reason why young consumers recognize Baibu products."

Consumption will not, careful calculation and heavy quality; Shopping is socializing, and I am willing to share my strategy with my friends. Yu Guoming, a professor at the School of Journalism and Communication, Beijing Normal University, said that the series of research reports on New Youth is a three-dimensional study of specific groups by the research group of Beijing Normal University, hoping to provide a perspective and analysis from the perspectives of communication, sociology and economics.

Digitalization of national tide is the trend.

With the cross-border collision of IP, artists, different industries or brands, traditional products are constantly injected with fresh elements, bringing new young consumers emotional experiences in value recognition and nostalgia. According to Ding Hanqing, deputy dean of the School of Journalism and Communication at Beijing Normal University, new youth pursue fashion elements, influence fashion attitudes, and then empower fashion products or brands.

In the first half of 2020, the sales volume of original Hanfu on Pinduo platform increased by 30 times. The picture shows the original Hanfu "Caiyun" jointly signed by many Dunhuang murals. Wu Ming/photo

The new national fashion style has become the heart of consumers after 95 and 00. On the platform of Pinduoduo, the new youths have their own "new concept of national tide". According to the report, in the first half of 2020, the original Hanfu has the fastest growth among the minority clothing categories on the Pinduoduo platform, with a year-on-year increase of 30 times. Under the guidance of the new e-commerce platform, Hanfu has developed into a circle culture, which is gradually compatible and popularized in various cities, and has the trend of becoming a regular service.

Under the fashion mode of new youth and new consumption, domestic brands are also rising strongly. According to the data of Pinduoduo, domestic brands such as Hongxing Hongxing Erke, Warrior, Yuan Qi Forest and shanghai jahwa are the favorite brands of new and young consumers on the platform. During the promotion activities of 20021Pinduoduo111,the platform also tilted the traffic to new domestic brands and subsidized the channel resources of 100 billion yuan, which will continue to help the revival of traditional brands in China and the rise of trendy brands in China in the future.

At the same time, the epidemic has catalyzed the digital transformation of the fashion industry. Cloud watching shows and online live exhibitions have become new ways for new youth to consume. In March 2020, seven top museums in the world, including the Metropolitan Museum of Art, launched live online broadcasts in Pinduoduo, selling nearly 1,000 museum features. The offline exhibition of 202 1 Shanghai Book Fair was postponed due to the epidemic, but readers can enjoy the 202 1 excellent books recommended by Shanghai Book Fair and go to their spiritual home through the reading week at the end of "More Reading Month". "Pinduoduo Platform will continue to build digital activities, online and cross-border joint names and diversified products to meet the diverse needs of young and new consumers." Chenchen said.

Liu Dehuan, vice president of Peking University New Media College, believes that the fashion consumption of new youth can be summarized by seven "trends", namely, living, individualization, national trend, science and technology, circle, emotion and digitalization. "The new national tide is actually a manifestation of contemporary young people in China to re-recognize their own culture and realize their self-identity and national identity."