Huawei, Anta, Bee Flower, Hongxing Hongxing Erke and Cao Xian Hanfu: The Awakening Era of "New Domestic Products"

This year, domestic products ushered in the era of awakening.

Wear Hanfu from Cao Xian County, Heze City, Shandong Province, and be a "Miss Palace". Using Huawei's mobile phone, I will visit the Forbidden City or shoot a small video with my friends on weekends, and buy a new product "Snow Covered Blackberry" that just came out of hi-tea, and then reward myself with a particularly popular museum archaeological blind box to give myself a little surprise. ...

After experiencing the rejuvenation era of 1.0 and the 2.0 situation of high-tech field with quality upgrading as the first step, all kinds of data tell a story of * * *-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 re-linked.

Generation Z in China loves new domestic products.

In the 20021"Double 1 1" e-commerce promotion, according to the data of Tmall platform, Anta Group beat the former leader Nike with a total turnover of 4.65 billion yuan, becoming the first China brand to win the category list of Tmall's "Double 1 1"; The first-hour turnover of local beauty brands such as Mao Geping, Osman, Winona, Mino and Yibucao exceeded the full-day sales of "Shuang 1 1" last year.

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

"China consumers have changed. They prefer local brands to global brands." At the 20021autumn conference call, Casper rosted, CEO of adidas, said that in the face of the decline of income in China market.

165438+1October1October, Adidas released the financial report for the third quarter of 20021October, and the group's revenue increased by 3.4% to 5.75 billion euros, which was slower than the same period 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 financial report released by Adidas, under the premise of currency neutrality, the revenue in Greater China decreased by 14.6% year-on-year.

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

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.

China consumers love domestic products, not just their feelings.

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

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 a "strong link" 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 their own brands are overcrowded." At the just-concluded 202 1 Guangzhou Auto Show, an exhibitor sighed in a circle of friends.

You know, all along, 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 Shanghai Auto Show in 20021year, independent car companies have appeared with new products, new technologies, new brands and new marketing, and they also have a unique name-"new forces to build 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, in 20021and 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 "* * Win the Rise of Domestic Products in a New Consumption Era" released by the research department of CICC, the per capita GDP of China has exceeded 654.38+million US dollars, and domestic products are accelerating their rise. The driving force for 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 quality, design, technology and innovation ability have reached new heights. New infrastructures such as supply chain, logistics, big data, AI, Internet, and marketing communication have provided strong support.

American beauty bloggers exclaimed: "Oh, I have seen such a beautiful product for the first time in my life!"

"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 fans just exceeded 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.

"At present, this batch of new domestic products has its own R&D team, and with the rapid development of domestic e-commerce, China's infrastructure capabilities such as supply chain and logistics are constantly improving, which is enough to support overseas brands to go further and be more solid. With the help of overseas consumers' curiosity and love for oriental make-up, they have successfully gone abroad, but how to inherit China's profound traditional beauty culture through products has become a problem that "perfect diary and fancy calligraphy" need to continue to think about during 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 brand quality in China 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 to sea. What a brand can't do can be achieved by 10 brands and 100 brands. China brand should unite, bring real value to the world, and let consumers all over the world identify with China brand.

"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 speed. At present, the global product pattern is still in the stage of differentiation. 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, chief retail analyst of soochow securities, said.

Edit | Lynn Yang

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