The Internet list firmly occupies the "C position", what "traffic passwords" does Shanghai master?

Recently, major Internet companies have successively released lists, involving consumption, brand, etc., the reporter noted that in many lists, Shanghai is in the "C position". Whether it is beauty, food, tourism or catering, Shanghai brands have achieved good results, and some have also come out on top, becoming "unicorns" or "hidden champions" in the industry.

So, in these Internet lists, what "traffic passwords" can Shanghai firmly occupy a place?

Traffic password: New brand

A few days ago, the 2022 Tmall new brand entrepreneurship map was released. Based on the geographical distribution of 1,600 key new Tmall brands, Shanghai is far ahead with the number of 348 new brands. Shanghai not only has "unicorn" brands in the beauty industry such as Little Aoting, Youshiyan and Yiben, but also new brands with potential in the food industry such as Yongpu, Youle Island and Coconut Manman.

In addition, Shenzhen and Hangzhou also ranked second and third respectively, followed by Guangzhou and Beijing with 147 and 140 new brands. It is not difficult to see from the list that the "free mail zone" and "greater bay area" are the "rich mines" of new brands. Among the top 10 cities, 7 are located in the Yangtze River Delta and the Pearl River Delta, of which Shanghai, Hangzhou, Ningbo and Suzhou are the concentrations of new brands in the Yangtze River Delta.

The reporter learned from Tmall that the ranking is based on the geographical distribution of 1600 new brands that are focused on, mainly based on its comprehensive dimensions such as product strength, search volume, repurchase rate, number of fans, and brand power on the Tmall Taobao platform. Among them, the "unicorn" brand is the head new brand that has entered the outbreak stage, while the potential new brand is the mid-waist brand that is still in the incubation period.

Shanghai Potential New Brand Yongpu is the first place in the Tmall coffee liquid category. Started in 2014 as a Taobao store, it is committed to exploring the portability of specialty coffee. In order to transform to branding, the Tmall store was opened in 2018, which was the first batch of brands to make "coffee liquid" online.

Keen insight into industry trends is an important part of the development of new brands, Yongpu founder Tie Pi said that when doing IP planning before, insight into Hello Kitty's IP and brand customer base matching is very high, and later cooperated with a cross-border joint name, sales exceeded expectations. At the same time, Yongpu is also actively using the emerging business of the platform to do content planting, and has accumulated 1.5 million fans and more than 20,000 high-quality buyer show content. "We can know where the interested people are, where they are flowing, how many conversions they have finally brought into the store, etc., so that we can see the whole link from planting grass to pulling grass."

In this regard, industry experts believe that the new brand is not only a popular track for investment circles, but also a representative of commercial innovation, which is becoming one of the reference indicators for the comprehensive competitiveness of the city. Shanghai and other places are relying on the advantages of digital economic infrastructure such as e-commerce and logistics and the concentration of brand talents to take the lead in the wave of new consumer entrepreneurship.

Traffic password: New channel

In Shanghai, customers who like to eat flower glue chicken may have heard of fresh entries to cook this store. Founder Qi Ye opened the first store in Shanghai in 2018, in order to expand the source of customers, he tried WeChat promotion, TV food programs and other ways, after contacting short videos in August last year, he invested 50,000 yuan in the early stage to shoot 10 videos, and achieved a performance of more than 500,000 yuan in 2 weeks.

Yolanda, the marketing manager of shell Western restaurants, has a clearer understanding of the development of the enterprise after contacting the short video: "The store that can really catch fire is either the product has characteristics, or the environment has characteristics, in short, it is still necessary to have excellent quality." Through the feedback of short video users, Shell Lixi upgraded the dishes, in addition to the main Wellington steak, but also added raw beef sashimi and sea urchins, and the unit price of the package increased from 1388 yuan to 1888 yuan in three months.

With the eye-catching performance of the new channel of short video, 52 Shanghai merchants such as Boiling and Shell Western Restaurant were shortlisted for the Douyin "Heartbeat Restaurant 2021" list. It is reported that this list is based on the comprehensive evaluation of the number of video submissions by food creators, the number of video plays, the number of STORE POI page collections and other dimensions, forming a trend restaurant guide that focuses on young people.

Nowadays, in addition to the Bund, Lujiazui, Wukang Road and other established landmarks, Shanghai will often emerge a number of "net red punch card", in Douyin, Xiaohongshu and other platforms to explode, even if it is only a store, it will also attract foreign tourists to come specially.

According to the "Travel Report for Residents of Non-First-tier Cities" released by Tongcheng Travel, Shanghai, Beijing, Chongqing, Hangzhou, etc. have become the most popular accommodation cities for residents of non-first-tier cities, which have a high degree of popularity on short video platforms, not only with their own cultural traffic but also with high-quality travel resources, which has driven the development of local tourism to a certain extent. The report believes that the profound urban cultural heritage and rich travel resources are the key factors, and non-first-tier city residents prefer to go to cities with a certain degree of popularity in platform promotion and feel different urban cultures from the local area.

Traffic Passcode: New Track

As a city that knows how to eat and buy, Shanghai's consumer market is constantly subdivided, and many brands have taken the lead in breaking out of the new track.

Hema recently released a "Box District Room "Understand Life" Consumption Report", starting from the typical commodities or categories represented by 8 consumption upgrades such as fresh milk, organic vegetables, flowers, and edible eggs, from which you can get a glimpse of the consumption trends and preferences of Shanghai citizens.

The report shows that Hema has been fully on the shelves since 2018, and its sales in Shanghai have increased year by year, and Shanghainese like to use avocados with yogurt and vinaigrette. Pasteurized fresh milk has also become the first choice for many Shanghai consumers, in addition, Shanghainese also like to buy full milk for coffee flowers.

Shanghai is not only particular about drinking milk, but also about drinking water. In the past year, the sales of tea making water in Hema have soared 26 times, among which Shanghainese are the most particular about tea making water, and their consumption power is 5 times that of Beijing. Consumers in Beijing and Shanghai have bought nearly 60% of the country's baby water, which shows that they attach great importance to the health of their babies.

As the city with the largest number of cafes in the world, Shanghai is also at the forefront of the coffee segment. According to the "China City Chain Coffee Consumption Report" of The First Finance, manner Coffee, M Stand and other single-store boutique coffee brands have opened a rapid pace of store expansion, and three and a half meals of coffee freeze-dried powder products have also opened offline stores in Shanghai. Foreign brands such as Tim Hortons and Piye Coffee are accelerating their openings in shopping malls and office buildings in Shanghai, and the world-famous boutique coffee shop Blue Bottle has been selected in Shanghai. Coffee brands of different types and positioning provide differentiated products, prompting Shanghai's coffee culture to enter a rich and diverse stage.