"Post Wave" Demand For Domestic Products Has "Trendy".

In 2020, faced with the great changes brought about by economic and social change and technological development, all brand enterprises should consider and face some problems: how to grasp historical opportunities in the face of the outbreak of brand, how to avoid brand aging in the face of new generation, how to construct high-frequency interaction in the face of diversified demand, and so on.

Against this background, on the morning of May 9th, Ali released the "China consumer brand development report" (hereinafter referred to as the "report") and "China brand list of 2020 domestic products" on the basis of the new domestic product plan 2020, and discussed the trend and Prospect of Chinese brands. The report shows that over the past year, 80% of Chinese shopping carts are domestic products.

In addition, the press conference also revealed that in May 10th, the day of Chinese brand names, Tmall will launch the "510 New National Product Award", which is a big promotion after the Tmall 618 and double 11. The 10 thousand national brands will focus on the new products, and many old brands will be broadcast live collectively, and the strength of the new products will be displayed in the form of live broadcast.

There is demand for "post waves", and there is "new trend" in Chinese products.

In the wave of Chinese brand new consumption, the enthusiasm of "post wave" is obviously higher than that of "front wave".

Taobao Tmall data show that the average consumption per capita of the post-90s is 5307 yuan, ranking first. In the shopping cart after 95, HUAWEI, millet and the South Pole replaced Nike, Estee Lauder and apple, and became their favorite.

In the McKinsey consumer survey 2020, international brands were once the symbol of comfort, modernization, and the middle class lifestyle. But in recent years, Chinese enterprises no longer focus on the production of low price products, but strive to upgrade the quality, performance and value of products. The 2020 China consumer goods development report released by Ali research institute points out that innovation drives the continuous high quality development of Chinese brands. In 2019, new products brought double sales and new customers, and the contribution of category innovation increased by 15.2 percentage points.

"Younger, bigger cities, more women." It is the three trend of the tide consumers.

According to the report, young women in big cities have a clearer demand for cultural consumption, and are the main consumers of national cultural commodities. Among them, more than 9 of the consumers who buy the brand of new sharp domestic products are female consumers, more than half of them are 95, and 6 of them are from three and above cities.

Mobile phones, clothing, furniture, luggage accessories, sports outdoor, building decoration become the six major new product driven industries, new product sales share and new product growth show double growth.

In addition, the new product exposure effect has brought more new customers to Chinese brands. According to Tmall's data, the premium of new products of cultural and entertainment brand is the highest, reaching 17.6%; the premium of sports outdoor, 3C digital, beauty makeup and home appliances is over 10%.

What makes domestic products a new favorite for young people?

Two years ago, the international media commented: "Chinese consumers are beginning to find that products made in China can also be synonymous with quality". By the year 2020, not only did the quality of Chinese products not lose, but also the appearance and brand power were catching up.

At the end of April, Alibaba announced the upgrading of the "new domestic product plan 2020", which opened up the digital upgrading path of domestic brands through many fields, such as live direct broadcasting, cross-border crossover, offline exhibitions, new product development, etc., to help the transformation of old brands and the incubation of new brands.

The flat environment of the Internet helps Chinese brands find their potential users quickly and turn them from regional brands to national or even global brands.

Innovation drives the continuous high quality development of Chinese brands. In 2019, new products brought double sales and new customers. China's consumer brands promoted market expansion through category innovation, and the overall contribution of category innovation reached 44.8%, an increase of 15.2 percentage points over 2018.

The cross-border innovation of the time-honored brand and the electronic business platform has become a trend. Luzhou Laojiao perfume, six godmother flowers cocktail wine popular, old godmother wear clothes appeared in New York fashion week, big rabbit lipstick online 2 seconds sold out, through the electricity supplier and new retail, the time-honored brand has won more and more young people's love, opened the new market.

The time-honored brand also actively embraced the new way of live broadcasting. In 2019, 67% of the old brand retailers on Ali retail platform used live broadcast mode to conduct online marketing. What is worth mentioning is that the daily brand, brand and brand live broadcast marketing is the most effective, bringing 21.6% and 13.3% growth respectively to the overall sales of the industry.

"Personalized consumption is leading the wave of new domestic goods, and the electronic commerce platform is the biggest opportunity for Chinese brands to overtake cars." Liu Bo, vice president of Alibaba group, said.

In addition to the time-honored brand, young users are more partial to niche brands. In response to the issue of how to embody minority brands, vice president of Alibaba, Liu Bo told billion euro, from the basic flow support, C2M goods upgrading, supply chain transformation and other industrial chain empowerment is more suitable for minority brands. Ali hopes to use strong platform capabilities and unique business value capabilities to help minority brands gain more growth and opportunities.

It is not hard to see that Tmall has become the main battlefield of the national brand transformation.

From the list of Chinese brands, there are 20 Chinese brands that have opened up shop in Tmall in the past three years and have accumulated 100 million transactions. The fastest speed of breaking the brand is only 7 months. For example, in 2018, a brand new to Tmall was adopted. It took less than 2 years to adopt a cow, and achieved the first achievement in Tmall industry.

"Taobao Tmall was born in China and has become the fertile soil created by China." Liu Bo said, "domestic products are rising in an all-round way. Ali hopes to make more Chinese goods into good national products with all Chinese brands, so that more Chinese products can be made to the world, and China will become the trend of the world."