How to ensure that the national tide and national wind continue to heat up? For a long time in the past, the national tide was popular among young people. The data shows that in recent years, the brand growth rate of the national tide market is three times that of ordinary brands. How to ensure that the national tide and national wind continue to heat up?
How to ensure that the national tide and the national wind continue to heat up 1 Review 202 1, from the popularity of Li Ning, White Rabbit, Liushen and Yunnan Baiyao to the popularity of classic brands such as Baique Ling and Pull Back Shoes, all reflect that a new round of "domestic goods tide" is in the ascendant. At the moment of industrial transformation and consumption upgrading, how should domestic brands go next?
The tide rose.
Domestic brands continue to heat up, and various types of explosions continue to emerge. Consumers' awareness of domestic products is changing from "Made in China" to "China brand". Buying domestic products, using domestic products and drying domestic products have become the most distinctive lifestyle of a new generation of consumers.
"Domestic products have high value, high cost performance, and the quality is not inferior to international brands, completely breaking through my inherent impression. I have driven many friends around me' into the pit' domestic brands. " Xiaolin, a post-90 s white-collar worker who loves beauty, began to switch from foreign big-name cosmetics to domestic brands in the past two years. "I am very optimistic about the development trend of domestic products. Whether it is skin care, beauty, or cultural and creative products, domestic products often have China characteristics and are more suitable for Chinese people. Usage habits. "
Not only young consumers, but also Aunt Zhou, who is in her fifties, is very supportive of domestic products. Her home appliances, from juicer, hair dryer and humidifier to vacuum cleaner, air conditioner and washing machine, are all domestic brands. "I have to say that domestic products have become more and more powerful in recent years, whether it is product quality or brand marketing!"
Data don't lie. "Tmall's Road to Domestic Beauty-2021Insight Report on Beauty Industry Trends" shows that last year, "Shuang 1 1", among the top 50 brands of skin care products, the overall growth rate of domestic products reached 78.9%, much higher than the growth rate of foreign brands of 26.8%.
According to the annual report of 20021Tik Tok e-commerce domestic product development, in 20021year, tiktok e-commerce domestic product brand sales increased by 667% year-on-year. The sales of domestic products in clothing, shoes and bags, beauty cosmetics, food and beverage, personal care and household cleaning industries grew rapidly, increasing by 465,438+065,438+0%, 696%, 547% and 965,438+02% respectively.
Brand development should have stamina
Wan Zhe, a professor at Beijing Normal University, told the International Business Daily that many people think that the rise of the "national tide" is because young people have more cultural self-confidence and a sense of national identity and honor, but the deeper reason behind it lies in the changes in China's economic structure.
Wan Zhe said, on the one hand, in the past 10 years, China has become the second largest economy in the world, and its comprehensive strength has been further enhanced. Consumers pay more attention to the quality and quality of goods; On the other hand, thanks to the continuous transformation of domestic brands, a "national tide" has emerged at the international first-class level.
It is worth mentioning that the rise of domestic products has also been affirmed by capital. In 2020, the capital market ushered in the listing of domestic emerging enterprises such as POP MART and Perfect Diary, which showed the huge market potential of overseas goods.
However, Wan Zhe emphasized that domestic products should also have the ability of sustainable development. "Traffic is king, and capital resources are helpful to the brand, which can make it expand rapidly in a short time, but in the long run, don't be carried away by these resources. We should take consumers as the king, take the product itself as the center, turn heat into strength, and continue to promote the sustained and healthy development of domestic products.
An industry insider who did not want to be named bluntly told the International Business Daily reporter that at present, domestic products are developing rapidly with the help of e-commerce platforms, but the products on the market are mixed. Some low-end domestic brands only pay attention to brand marketing and promotion, which leads to frequent problems such as "wrong version of goods" and "one-time sale", and even leads to credibility crisis. It is suggested that the government strengthen supervision and punishment and establish a multi-channel public supervision mechanism.
"At the same time, domestic products themselves should constantly enhance their strength, including improving production technology and quality. Considering brand innovation research and development, long product cycle, large investment and high risk, it is suggested that the government guide the whole society to support the development of national brands and new domestic products, inject kinetic energy into brand independent innovation and new product research and development, and promote the development of domestic products into a virtuous circle. " The industry insider said.
How to ensure that the national tide and the national wind continue to heat up 2 "The national tide can't afford to buy it." For young people, the once-sought-after national tide has been unattainable.
For a long time in the past, the national tide was popular among young people. According to the "Report on the Development Trend of New Consumer Brands in China in 2022" (hereinafter referred to as the "Report"), the search popularity of "National Tide" related content has increased by 528% in ten years; "Domestic digital", "national fashion clothes" and "domestic beauty cosmetics" have become hot topics in 20021"national fashion".
According to the report, in recent years, the brand growth rate of the national tide market is three times that of ordinary brands, and more and more consumers are willing to spend for China traditional culture, eager to find the sense of existence, belonging and accomplishment of China culture in the national tide consumption.
However, with the fiery tide of the country, "the tide of the country is getting more and more expensive" has also become a hot topic. Combustion Finance observed that with the increasing admiration of Guo Chao culture by consumers, the price of Guo Chao brand is also rising. Not long ago, # Bosideng 10,000 Yuan Down Jacket # boarded a hot search, which caused netizens to comment that it was "too high to climb", and even some netizens shouted that "Bosideng is not the Bosideng of that year."
According to the research report of Guo Jin Securities, the price of Bosideng's main brand rose by as much as 30-40% in 20 18 years. From 20 17 to 20 18, the product proportion of Bosideng 1000- 1800 yuan increased from 47.6% to 63.8%; The price of products above 1800 yuan increased from 4.8% to 24. 1%, and the proportion of products below 1000 yuan decreased from 47.5% to 12.5%.
In addition to national fashion clothes, the price of domestic digital products is also rising. Take domestic mobile phones as an example. From 20 18 to 20 19, the price of most domestic flagship mobile phones is around 3000 yuan. However, since 2020, there are not a few mobile phones with a price of 4,000 yuan, and a mobile phone with a price as high as 7,000 yuan is no longer unique to Huawei.
"Some clothes suddenly become unattainable because of the addition of national wind elements, but they are actually just simple designs superimposed on the original basic models." After witnessing a Taobao shop that she once liked very much "upgraded" to a national fashion brand, Li Zitong, a girl after 00, became increasingly unable to understand this inexplicable price increase behavior.
But not all consumers are puzzled by this price increase. Some netizens said: "What's the fuss about this? Just going to the mall is unknown. A brand of down jacket costs thousands of dollars. At least Bosideng is durable, and one can be worn for many years. " Some netizens said, "The public still recognizes quality, and domestic products are really good! I hope that major brands will cheer! "
Wang Xuan, a post-90s boy, expressed his understanding and acceptance of the increasingly expensive domestic brands. "Guochao technology brand is easy to judge the value. As long as the level reaches the standards of international brands, the price can also be benchmarked. But other consumer goods are difficult to measure, just as many people can't just consider the cost when buying luxury goods. If quality, design and brand concept can attract me, it doesn't matter how expensive you are. "
Li Yingtao, a senior analyst in Yiguanxin consumer industry, told Burning Finance that the brand of Guo Chao is becoming more and more expensive because domestic brands have passed the era of "cheap only" and then passed the threshold of high cost performance. When Guo Chao's brands catch up with international brands in quality, design and culture, consumers will gradually accept the matching pricing.
However, not all the increasingly expensive "national trends" are really "value for money". For some "pseudo-national potential" products under the banner of "national potential", consumers obviously need to have sufficient discrimination ability.
Guo Chao brand is becoming more and more expensive.
It is not surprising that the tide of the country is getting more and more expensive.
For example, the popular Bosideng boarded the overheated search with "more and more expensive". Many young people say, "A down jacket costs thousands, and I really can't afford it." Beijing business today reported today 200211654381On October 26th, Rui Jinsong, president of Bosideng Brand Division, said at the performance briefing that the price of Bosideng down jacket would continue to rise in the future. "The average annual price of 20 17 is around 1000 yuan, around 2020 1600 yuan, and will continue to rise in the future, which should reach more than 2,000 yuan."
Zhu, chief financial officer and vice president of Bosideng, also said that Bosideng has different product lines at different price segments to meet the needs of different consumer groups. For Bosideng, this strategy of moving up the price range will be firmly implemented.
In addition to Bosideng, the prices of domestic sports giants such as Li Ning and Anta are also rising.
Gerry, a post-90s girl, told Rancaijing that she "fell in love" with a pair of autumn and winter sports shoes of Li Ning in China some time ago. After reading it three or four times, she was finally discouraged by its price of nearly one thousand yuan. Combustion Finance found that in the "official flagship store of China Li Ning", besides shoes, there are not a few shoes with a price of nearly 1,000 yuan, and there are also many sweaters with a unit price of 699 yuan and 899 yuan.
2021165438+1On October 6th, Li Ning Group's brand new independent high-end sports fashion brand Li Ning 1990 (Li Ning 1990) opened its first store in Beijing Qiaofufang Grassland. It is reported that the price of this product line is mostly 1.3- 1.5 times that of China Li Ning product line.
Li Zitong is particularly interested in the traditional culture of China. She is not only a Hanfu lover, but also mainly wears ethnic fashion shoes and clothes. "I like ancient poetry very much, so I also like Hanfu." Speaking of Hanfu culture, Zitong is full of happiness and pride. She said that China has a history and culture of 5,000 years. Gorgeous Hanfu contains the aesthetic and historical stories of the Chinese nation and also represents a kind of cultural self-confidence.
When talking about spending on Hanfu, Li Zitong said that it was not "burning money" on the Internet. "Although the price of Hanfu in the market is several hundred yuan, thousands of yuan or even tens of thousands of yuan, because Hanfu has formed a specific circle, based on the understanding of traditional culture, every enthusiast basically has a set of value judgment system. For Hanfu with high restoration and fine workmanship, you can buy it at a high price. If the requirements are not high, you can also choose Hanfu within 100 yuan. "
Different from Hanfu, which has a certain value judgment system, Li Zitong is a little confused about the increasingly expensive national fashion clothes. "Some ordinary clothes with some ethnic elements are particularly expensive, but it is difficult to understand where you are." In Li Zitong's view, people who buy Guo Chao clothes may not know much about traditional culture, which is different from the layering of Hanfu. Some brands can set high prices by adding Chinese Logo to clothes.
Li Zitong introduced to Burning Finance that a Taobao clothing store he used to patronize has launched many clothes with national style elements in the past two years, and the price has at least tripled. Even the introduction of Taobao's homepage has been changed to clothes with national fashion brands. "The original price of a dress 100 yuan. Just because two embroidered pockets were added, the price soared to more than 300 yuan. Although visually better than before, the price of a pocket 100 yuan is still unacceptable to me. "
But it's not just national fashion clothes that are getting more and more expensive.
Yue Yue, a post-90s girl, told Jean Finance that what really confuses people is Guo Chao milk tea and Guo Chao snacks. Milk tea and snacks haven't changed, but the packaging design and storefront decoration have added some Guo Chao elements, and the price has doubled. "We like the national trend, but we are not stupid. Why does packaging and decoration cost money? Obviously, we should levy an IQ tax. "
As Yue Yue said, some brands regard "national tide" as "wealth code". Ordinary coffee, milk tea, lipstick, elements of the Forbidden City, immediately doubled in value, ordinary restaurants hung with Peking Opera masks, attached to the national wind totem became online celebrity punching shops. ...
"Why can't the national tide be expensive?" Although Wang Xuan, a post-90s boy, also felt the increasing price of Guo Chao brands, in his view, domestic products have surpassed "foreign brands" in many fields, and domestic brands should not only be labeled as "cost-effective".
"If 8800 Adinike is worth it, but a pair of Li Ning Anta around 400 yuan is too expensive, it can only be said that the stereotype that domestic production equals low price in the past is too deeply rooted in people's hearts." Wang Xuan said that only from the perspective of sports shoes, the main reason why foreign brands beat domestic brands in the past was black technology. However, in recent years, domestic sports brands have also increased their investment in research and development. The grip and bounce of many domestic shoes have killed a number of foreign brands. Coupled with the national costume design that is more in line with the aesthetics of Chinese people, it is hard not to love.
There is no doubt that a brand from scratch, from niche to high-end, brand premium and price increase will certainly appear. But the higher the price, the better the product. A netizen with the ID "momo" in Zhihu wrote that the price is only the high-end and trendy intuitive feedback of the brand, and it has never been an end and a means, so we can't put the cart before the horse.
High price and high end
In 20 15, Lei Jun first put forward the concept of "the rise of new domestic products" at Xiaomi's new product launch conference, followed by Huawei, and ranked third among global mobile phone manufacturers in sales in the same year. Technological consumer goods such as DJI innovation and Roborock have gradually reversed the traditional impression of "poor quality" of China brands.
In 20 18, Li Ning stepped onto the international fashion week, and the sportswear sub-brand "China Li Ning" was launched overnight. The company that lost money for three years finally turned losses into profits, which also made the concept of "national tide" enter the public's field of vision for the first time. In addition to Li Ning, CLOT and Taiping Bird in the same year also surprised the world stage. On the one hand, traditional brands such as Baique Ling, Zhongjie 1946, Warrior and White Rabbit have been thoroughly remoulded; on the other hand, a number of emerging brands such as Perfect Diary are constantly emerging.
In Li Yingtao's view, brands in Guo Chao are becoming more and more expensive, which is the inevitable result of the improvement of brand technology content and brand added value. "The real national tide brand is a brand that pays equal attention to technology and design. Close to or surpass international brands in technology, and can realize domestic substitution of international brands; The design is rich in China elements or traditional culture. Therefore, the pricing is close to or equal to international brands, which is acceptable to consumers. "
"Although some brands use the concept of' national tide', there are no substantive iterations and achievements in product design, R&D and technical content. We call such a brand' pseudo-national tide'. " Li Yingtao emphasized that no matter how high the price is, it is obviously collecting IQ tax, which overdraws consumers' enthusiasm for the national tide.
Qiao, the chief architect of the Market and Business Research Institute, also said that under the national tide, some brands seized the market highland earlier by virtue of the ultimate brand strategy and innovative marketing strategy, which drained the consumption trend to a certain extent and led the consumer market to upgrade its sub-categories.
But at the same time, "involution" has become the norm in all fields, and the competition among national brands has made their "wind of comparison" too strong. Many brands equate the more expensive with the better quality, thus over-guiding consumers.
As Joe said, in June, 20021year, the ice cream "Zhong" was named by China Consumers Association for many times involving false propaganda. At the 20021National Games, the incident that Chen, the new Olympic champion, was cut by Li Ning's badminton shoes triggered a heated discussion among the media and netizens. The voice of "the low R&D rate of about 2% all the year round leads to product quality problems" is endless.
On the eve of 20021Shuang 1 1, the Taiping bird clothing, whose market value tripled with the national tide bonus, was once again caught in a plagiarism storm because one of its women's products was accused of plagiarism, and the discussion also fermented from "plagiarism" to questioning the product quality.
And netizens about domestic mobile phones "piled up a pile of materials, the higher the price, the higher the impact, and it was successful." A series of problems such as fever, jam, bad signal, etc. They are all minor problems, and the controversy never stops.
Science and technology enthusiasts and Zhihu users told Ran Caijing that there are many decisive factors for high-end mobile phones, but the price is almost negligible, because high-end mobile phones are not reflected by the price, and it is difficult to be recognized by the market if you only realize your so-called high-end mobile phone positioning by raising the price.
Ai Media Consulting's Analysis of Consumer Consumption Characteristics in China's New Brand Era shows that 30% of netizens surveyed expect the new brand to be more cost-effective, and 25.6% hope that the new brand products will have better quality in the future. In addition, technological content and product features are also the main demands of some interviewed netizens for new brands.
Lai Yang, executive vice president of Beijing Business Economics Association, told Burning Finance that if the brand core and overall design ideas are still unclear, it is obviously too utilitarian to overemphasize its own trend attributes. If the merchant thinks that changing the brand poster into a big red and big gold color scheme, he can label himself as a national trend, perhaps just advancing the short-term consumption behavior.
"In a short period of time, many brands have successfully built momentum with the help of the national tide gimmick, realizing multiple gains in word of mouth, traffic and sales. But once the product experience is not good, it is very easy to cause negative public opinion. "
The tide of the country cannot just flow.
In 2020, China Li Ning signed a contract with Hua Chenyu, and a year later, the official spokesperson became Shawn Shaw. In the same year, Ebo signed an agreement with Anta, and Kun signed another brand of Anta, Feile. Even people who are not rice circles have a high probability of knowing how high the traffic of the above three people is.
In the development process of Guo Chao brand, it is precisely because of its sensitivity to traffic that it accurately stepped on all kinds of traffic dividends. In addition to celebrity endorsements, changes in marketing channels have also become an accelerator for Guo Chao brands. Around 20 17, the marketing platform of new domestic products was mainly concentrated in Xiaohongshu and Weibo, and then expanded to Bili Bili. With the rise of short video platform, its main communication position with young people has shifted to platforms such as Tik Tok and Aauto more quickly.
Wu Peng, vice president of China Zhupai Technology, who specializes in the smart home appliance industry, said that the change of channels and the innovation of marketing methods have provided fertile soil for the rise of domestic brands. In the traditional channel system, the channel is a mountain on the new brand, and it is normal to be rejected by big shopping malls because of its lack of popularity. Nowadays, with the rise of major video and consumption platforms, "planting grass" and "pulling grass" have become new consumption patterns for young people, and domestic consumption has become ubiquitous.
However, in the process of the rapid outbreak and growth of Guo Chao brand, there are disputes that product marketing is more important than product research and development, and that "Never Fade" overemphasizes feelings and ignores quality.
The financial report disclosed by Perfect Diary's parent company, Yixian E-commerce, shows that during the three years from 20 18 to 2020, its sales and marketing expenses increased year by year, accounting for 309 million yuan,12510 million yuan and 3412 million yuan respectively, accounting for 48.69% of the revenue in the same period.
However, the opposite is the proportion of its R&D investment. The data shows that from 20 18 to 2020, the R&D expenses of E-commerce in Yixian County were 264 1 10,000 and 236.7 million yuan respectively, accounting for only 0.4%, 0.8% and 65.438+0.28% of the total revenue respectively.
According to its latest financial report for the third quarter of 20021,the total revenue of e-commerce Q3 in Yixian county is 65.438+0.34 billion yuan, and the marketing expenses are still high, with the marketing and sales expenses reaching 96.5438+0./kloc-0.00 billion yuan, accounting for 67.9% of the total revenue.
The same is true of Li Ning, who is sought after by consumers. Li Ning wrote in the 2020 financial report, "In order to minimize the pressure that the epidemic may cause to the Group at present and in the future, the Group has focused on controlling various costs and expenses this year."
According to the financial report data, in 2020, Li Ning's annual marketing expenses were 65.438+0.28 billion yuan, down 3.54% from 65.438+0.327 billion yuan in 2065.438+09. However, compared with the slight decrease in marketing expenses, the investment in R&D has been greatly reduced. The financial report shows that compared with 363 million yuan in 20 19, it will only be 323 million yuan in 2020, down by 1 1.02%.
At the same time, in the third quarter financial report of 20021,the R&D expense ratio of 1.47% is in sharp contrast with the sales expense ratio of 36.06%.
Li Yingtao said that the dividend brought by the rise of the national tide boosted the development of domestic brands, which enabled them to expand their scale rapidly and have the strength to compete with international brands. The essence of marketing is to understand consumers and guide them from emotional voice to buying behavior. However, if we blindly rely on marketing-driven play and blindly expand the scale of enterprises, we can only fall into the trap of marketing-driven. "In the process of development, brands must have their own goals and rhythms. They can't just focus on the immediate interests. In order to go further, they will invest the dividends generated by marketing in R&D again. "
At the same time, the homogenization of the national tide and the lack of cultural heritage are constantly being discussed by consumers. Many national brands simply label themselves as China culture. "Changing the soup without changing the medicine" is actually continuing to consume the enthusiasm of consumers.
Wu Peng said that the new brand overemphasizes marketing, feelings and concepts, which is actually caused by strong Internet thinking. "The rise of new national brands is a change in new channels, but in the process of development, we must make it clear that a strong supply chain is the foundation of good products, and then increase investment in research and development."
Li Yingtao also believes that ensuring product quality is the foundation of brand development, and then integrating personalized design and cultural identity can give its brand essence and core and form a unique national brand.
"The national tide is also a consumption trend. When the tide ebbs, there will always be a time when the tide ebbs. For the brand, it is necessary to practice internal strength, at the same time, do a good job in products and build a brand, so that it can still stand after the low tide. "
How to make the national tide and national wind continue to heat up? In recent years, domestic brands have appeared more and more frequently in China people's daily life, from food, clothing, housing and transportation to various high-tech products. Even in many large-scale shopping festivals, domestic brands have the strength to compete with imported brands.
Previously, the research report released by Dongxing Securities on last year's double 1 1 and double 12 shopping festivals showed that in the national shopping spree of double1and double 12, the domestic core beauty brands continued to increase, while the international beauty brands performed poorly. However, domestic brands generally maintain a growth rate of 10% or even higher, and international brands such as L 'Oré al and Estee Lauder even decline to varying degrees, and their overall performance is relatively weak. It can be seen that consumers' recognition of domestic products is constantly improving.
Behind consumers' recognition of domestic products is the comprehensive upgrade of domestic brands from product strength to brand strength. In the eyes of the industry, compared with foreign brands, domestic brands have a deeper understanding of user needs and a faster insight into market changes. At the same time, the continuous innovation of domestic brands in research and development, technology and packaging design has also made them popular with more and more consumers. The pattern of the domestic consumer market is also slowly changing.
Cultural self-confidence+quality upgrade = the rise of domestic products
In the past few decades, many consumers in China have formed the cognition that the quality of international brands is superior to that of domestic products, and when buying luxury goods and high-end consumer goods, they tend to prefer imported products. However, with the rise of domestic brands in China, in many fields, domestic brands came from behind and swept the domestic consumer market. Tik Tok e-commerce released the "20021Tik Tok e-commerce domestic product development annual report", showing that the sales of domestic brands of Tiktok e-commerce increased by 667% year-on-year, among which the sales of new domestic brands increased by 933% year-on-year.
"Behind the popularity of new domestic brands by consumers, there are not only the cultural self-confidence and more diversified consumer demand of a new generation of consumers, but also the richer quality choices brought by new domestic brands," said the relevant person in charge of beauty brand China. In addition to the change of consumers' consumption concept, the quality upgrade of domestic brands is becoming the most important driving force.
In fact, judging from the growth of China brand, China was able to produce many high-quality consumer goods long before the reform and opening up. However, due to the lack of brand awareness at that time, in the face of the impact of imported brands, they failed to hold their "positions". A large number of China manufacturing enterprises have become foundries of foreign brands and even exporters of raw materials. Foreign brands have taken away a lot of brand premiums, while China manufacturing enterprises can only get meager OEM fees.
For example, in the Canadian Goose incident which caused great controversy in public opinion, it was revealed that more than 50% of its duck feathers and goose feathers were purchased from China, and its claimed excellent technology was frequently overturned. At this time, many consumers suddenly found that many domestic down jacket brands are not only cheap, but also not backward in quality. Domestic brands like Bosideng are also called "really fragrant" by many people.
Technology research and development and business model * * * innovate together to help build domestic brands in all directions.
Facing the change of domestic consumers' consumption concept, more and more domestic brands began to exert their strength. Insiders pointed out that for the old brands of domestic products, in addition to feelings and good quality and low price, only by grasping young consumers and attracting young users can we win future competition. Nowadays, more and more brands begin this transformation.
For example, the representative flower of domestic beauty brands has been circulating among young people through cooperation with major IP in recent years, and various screen explosions are not uncommon. Ximuyuan, a cutting-edge domestic brand, is a series of skin care products made of hemp leaf essence for industrial hemp, which is welcomed by consumers for its remarkable effect. Camellia series skin care products in Lin Qingxuan, which combine traditional culture with modern technology, have also become one of the representatives of the rise of domestic products.
These successful cases show that domestic brands have the ability to provide quality products for the people. As for how to better promote the development of domestic brands in the future, the insiders believe that to achieve this goal, we need to start from two aspects. First, the brand itself should strengthen the awareness and ability of brand operation; Secondly, it is necessary to drive the brand innovation and upgrading through the innovation of production mode. For example, C2M (customer-to-factory) model represented by necessities mall in recent years is one of them. It can feed back the consumer's data to the manufacturer in time, and through data analysis, feedback the manufacturer to quickly iterate products and upgrade the manufacturing process.
"Under C2M mode, manufacturers can know the market demand more timely, and consumers can also buy better products at the same price, which is a very powerful positive cycle for building domestic brands," said the person in charge of Necessary Mall. "The future competition of manufacturing industry will also be the competition of technology and business model. With the blessing of C2M mode, I believe that domestic products will become more and more "fragrant" in the future.