The 40 sentences of the 39 big guys explained the key to the rise of new domestic products

"In the next 10-20 years, a number of world-renowned Chinese brands will be born", no one will doubt this statement. With the improvement of national strength and the rise of new groups, consumption has become one of the hottest industries in the past two years, and many products and enterprises have become "domestic product representatives" in this wave of trends.

But just as all new things will go through the cycle of "barbaric - clear - benign" development, new domestic products are moving towards the stage of rational development after experiencing the initial frenzied influx and rapid expansion, which has become the consensus of almost everyone in the industry.

Please answer the new domestic goods 2022, many helmsmen give the key words are: long-termism, moat, believe in young people... This is not only their successful summary of the past, but also the code of the sword to the future. Here's what they have to share:

Products remain fundamental to the future

1. Chang Jing, founder and CEO of Stone Technology: Choose the direction in the early stage of entrepreneurship, simply put, 5 points, demand / trend / advantage / moat / interest, the moat may be the most ignored in the early stage, but it is the most important, you want to make something after the, a bunch of people copy me how to do?

What are the moats? The first brand moat, like Coca-Cola; the second technology moat, like Google and DJI; the third network effect, with a special number of users, like WeChat and Taobao; the fourth scale effect, the scale is large, the cost will also come down.

2. Zhang Junbin, founder of Yun Whale Intelligence: Strategically, in the enterprise pyramid of Yun Whale, creating great value for customers is ranked first in the spire, only with the recognition of customers, enterprises have the value of development, and effective and innovative products and excellent product quality are the backbone of the enterprise.

Therefore, at the beginning of the business, we did not consider the "red sea" or "blue ocean" when selecting products, but made differentiated products from the needs of users to create more value for users. The design we want is to let users take one step less in use, one less step, and use it comfortably, rather than stacking parameters.

3. Ideal Auto founder and CEO Li Xiang: Product insight can be divided into three levels, the simplest part is the product function and highlights, will be talked about by most people, but this part of the difficulty is also the minimum; the bottom is the security provided by the product, whether it is the actual sense of security, or the inner sense of security.

The middle layer is the core of the real product power, that is, whether you can provide a set of solutions that go beyond the user's cognition, so that he finally finds a new kind of understanding. This experience that exceeds user expectations is the product power.

4. Li Guoxun, vice president of Yuanqi Forest: When we made the first market-popular product, we formed two relatively simple concepts: "user first" and "believe in young people".

"User first" is to see what users like to drink, and then reverse the derivation of customized products; at the same time, we believe that young people's problems must ultimately be solved by young people, young people can make decisions, and young companies may have hope.

5. Chen Xingrong, founder of Sumei: The trillion-dollar care market still has great potential to be tapped. Many domestic products are worth doing again with Internet thinking, in addition to new thinking, there must be new supply chains, new manufacturing, new processes and new technologies, and the most important thing is to improve the ability to independently develop originals.

The manufacture of new domestic goods cannot be made behind closed doors, it must be started from the user's point of view, but it cannot ignore the underlying logic and basic functions of the product.

6. Shark Fit founder Qiang Xiaoming: The future of the new consumer brand must not only be a company that makes products, but may be a complex of "product + content + service", which makes the perception of C-end brands more direct and closer.

7. Zhu Qingqing, co-founder of Bingquan: Good brand = good value + good product + good channel + good content, value is the starting point, product is fundamental, content is an opportunity, the key to the success of a good brand lies in a good channel that carries on from top to bottom, grasps innovation online, trusts offline, and forms a mental cycle online and offline.

8. Xia Qianliang, chairman and general manager of Zhang Xiaoquan: FMCG is like a river, its water flow will never be broken, wave after wave; but our industrial upgrading of consumables, it is like a wave, to finish a wave and then hit a wave, maybe the cycle of each wave is three to five years.

9. Brother Monkey, founder and CEO of Instant Win: The three key capabilities of commodity sales in the FMCG industry are commodity power, display power and stimulation. Stimulation is to pass on the value proposition and life proposition of the product to the consumer through marketing activities; and good commodity power is the basis of commodity sales.

10. Dong Zhanbin, founding partner of Qingsong Fund: In the field of consumption, we must do a product that allows users to perceive differentiation, first of all, the differentiation of product concepts, to seize the user's mind with new concepts, followed by experience differentiation, that is, whether consumers are willing to try when they first contact the product, and finally the comprehensive cognition of the enterprise is also critical.

11. Xingtuo Capital Liu Zehui: For the needs of consumers, we summarized the three major needs of young people's consumption, "fear of death", "beauty", and enjoyment of "loneliness".

12. Qian Kun, partner of N5Capital of Wuyue Capital: As a startup company, if you want to stand out in this industry, you must combine external dividends with your own capabilities at the product channel and user level, and technological innovation is the most prominent embodiment of innovation dividends.

In addition to the product, it is also a test of comprehensive capabilities

1. Yuanqi Forest Tang Binsen: The strategy should learn from investors in the secondary market, management should learn from "pirates", and products should learn from game companies. Buffett can use his brain to get profits, so the strategy is the most clear is the secondary market gang.

Many companies seem to be well managed, but in fact, because of the business cattle, if the company does not make money and can still bring the team well, it is a pirate - desperate, or dirty work. In terms of product capabilities, game companies are very strong, and many products are produced every year, because it may hang up if it cannot be connected.

2. Weilai Li Bin: Everyone underestimates the difficulty of service, and it is much more difficult to do a good job than to do a good job. Intelligent replacement is very cruel, the car also has to do some long-term thinking, today many Android mobile phones have more functions than Apple, but the experience is not as good as Apple, the experience is a very comprehensive thing.

3. Wu Peng, partner and vice president of Tracing Technology: Intelligence, health and digitalization have become the core demands of today's consumers for smart homes, and the adaptability of products to Chinese people's living habits is the key to determining whether smart homes can seize the opportunities of the new consumer industry of the national tide.

4. Yang Hua, founder of Pure Rice Technology: At present, we can see that the categories of smart homes are becoming more and more subdivided, the degree of intelligence of single products is getting higher and higher, and major brands are establishing their own ecology and gradually improving the interconnection technology within the ecology, which is a very important stage of development.

The development of smart home appliances should follow the objective law of the development of the industry, can not be intelligent for the sake of intelligence, should be false and true.

5. Wang Yuxiao, founder of Momo Dim Sum Bureau: Nowadays, products and channels are homogenized, and the situation must be broken under the inner volume. The first is product innovation, the second is food safety upgrade, the third is the channel layout upgrade, the fourth is the supply chain layout in advance, the fifth is the operation digitalization, and the sixth is the fine cultivation operation and service.

6. Li Jianhua, chairman of Wanshili Silk: The characteristics of new consumption are what you think is what you see, what you see is what you get, and what you get is virtual and real. What is Called Chinese fashion, my understanding is the link between the present and the past in time, and the fusion of Eastern and Western civilizations in space.

7. Yan Jianguo, founder of Cézanne Dairy: The core of the future brand must be the supply chain, the core of the supply chain must be the factory, the factory must be the technology, and the technology must be research and development.

8. An Haolei, co-founder of Pot Circle Food Hui: We have driven the improvement of the organization with the growth rate of the business, driven the business iteration with the perfect organization, and ensured the rapid development of the business by digitalization.

We have done three aspects of collaboration: the first is channel capability, the second is supply chain capability, and the third is digital capability, and these three major capabilities are cultivating at the same time.

9. Wu Bing, founder of Graphite Documents: The more enterprises and teams that can run in front of the concept or management level, the more efficient they will be and at the forefront of the industry.

10. Wu Shihong, partner of Meihua Venture Capital: The most important thing for enterprises in the consumer field is endogenous ability, including operational ability, product development ability, team organization ability, etc. If your own strength is not enough, it is difficult to pry the external force.

11. TNO founder Wang Juntao: Everything in the world is balanced, when it brings a certain volume, the flexibility will become very low, and the biggest core of the real entrepreneurial team lies in financial ability, market ability, operational ability, and supply chain ability.

Branding is the key to generating a premium

1. Chen Qianjiang, general manager of strategic cooperation with the new brand: The private domain is not a high-end thing, in fact, the operation is a customer relationship. To do a good job in customer relations, we must first run out a minimal theoretical model, and then use tools to improve the efficiency of this model; secondly, we must cultivate various internal skills, and then consider improving efficiency.

2. Ren Bin, founder and CEO of Ladder Shadow Media: From the perspective of brand creation, the founder should grasp it with one hand, from the perspective of the period of delivery, the economic trough period is more suitable for the construction of the brand, at this time, we must grasp the strength and size of the media delivery, if the cost performance is done to the extreme, it is easier to overtake in the corner.

3. Xu Huan, founder and CEO of Xingluo, a technology subsidiary worth buying: The essence of brand marketing is to establish "road signs" in various places to gain the attention and trust of consumers, and ultimately guide them to enter the brand position.

In today's social media with people as nodes, Douyin is undoubtedly one of the most suitable carriers for establishing "road signs" on a large scale, and how to effectively create and distribute content on Douyin has become an essential marketing skill for new consumer brands.

4. Bubble Mart CEO Wang Ning: There should be restraint in expansion, and what we hope is to "serve today's users well, and strive to seize a little of tomorrow's users, but resolutely do not touch the users of the day after tomorrow." ”

Because the trend is a circle, each time it has to go through four stages: initiation, formation, expansion and termination. Today's users initiate and form a market, tomorrow's users expand the market, but the day after tomorrow's users may let the epidemic end.

5. Chen Yong, chairman and general manager of Andepoutai: Chinese skin care products have entered a period of controversy, and if the brand wants to stand out, it must stand with the user and be useful, stylish and sentient, of which "useful" is the foundation of the brand's rapid development.

6. Sheng Xiaofeng, President of Bruker Bricks: Brooke is a brand with both value and reputation, because Brooke insists on originality. Originality is a difficult but meaningful path.

Although the research and development cycle is long and the cost is high, it is worth insisting on by enterprises, because originality is the only way to create differentiated value for users. We firmly believe that doing original will create longer-lasting brand value.

7. Xia Dong, co-founder of The Lucky Movement: The consumer Internet is a traffic platform, and the industrial Internet is an industrial capability platform. The first core of the industrial Internet is "transformation or redefinition of supply", and the most important core capability lies in the supply chain capability and the digital ability of the whole chain.

The core goal of the industrial Internet is to change the industrial cost, efficiency, and user experience, and form the advantages of supply iteration and system efficiency.

8. Mulan, founder of Little Red Book: The future brand is complete, open and different. The whole is that he has his own belief, his own set of values, openness is that the product is constantly innovating and iterating, and he has his own direction to go; the difference is that in a group of people, I can recognize him at a glance.

Capital is getting calmer, but that's not a bad thing

1. Yuan Linjie, Managing Director of Star Naher Capital: After some investors who invested in education and TMT turned to consumption, they still adhered to the investment logic of "winner is king", but due to the diversity of culture, geography and income, consumer enterprises could not win all in China.

The logic of investment education and TMT does not apply to the investment consumption track, the consumption track is a long slope and thick snow, and entrepreneurs should not hold the mentality of To VC.

2. Wu Shihong, partner of Meihua Venture Capital: When investing in consumer projects, we mainly look at three aspects, look at people, look at the trend, and look at the time. Specifically, people include: pattern, mentality, cognition and mental strength.

Looking at the trend: under the policy dividend, in the company of the general trend of the times, the macro judgment is greater than the micro effort; when looking: judging which inflection point the wave of consumption upheaval will fall, looking for the input-output ratio, and understanding the intrinsic value of investment.

3. Duan Dongdong, executive president of China Cultural Tourism Group and president of Cultural Tourism Investment Group: In the future, there are three major fulcrums for the high-quality development of the national tide brand of cultural tourism, one is the guidance and support of national policies; the other is the endogenous spirit of craftsmanship and innovation in the enterprise; the third is the new service providers to make up for shortcomings and enhance market competitiveness.

To grasp the trend is to grasp the future

1. Wu Xiaobo: At present, the biggest change in new domestic products, first, we no longer rely on the cost-effective advantage, there are many new domestic products, the same products, the same quality, the price is not cheaper than them. We no longer gain market through price advantage.

Second, all the new domestic products are that we have mastered our own aesthetic ability, and we no longer need to shout patriotic slogans. You wear Japanese shoes very well, you wear American shoes is also very good, but I wear national shoes, sometimes also wear foreign shoes, change to wear, this is not patriotic or unpatriotic, consumption in China is patriotic.

2. Yao Zhen, managing partner of Dao Fund: The opportunity for large consumer investment lies in four upgrades: brand upgrade, industrial upgrade, channel upgrade, and social service upgrade. Among them, the keywords of brand upgrade opportunities are: new species, new iteration, rebellious market, and domestic product revival.

3. Zhong Xuegao founder Lin Sheng: 80% of the brand power comes from the definite part, and only 20% is to find opportunities and chase the outlet. In an uncertain market, nothing is more worthy of perseverance than quality, and adhering to long-term doctrine can meet the time compound interest.

4. Li Shuhao, founder of Titanium: DTC brand goes to sea "sea, land, air" three-step strategy: air, representing precision marketing + user mind establishment + cross-border performance; sea, representing explosive products + performance optimization; land, representing full link + local landing

5. Du Yong, founder of T11: The rise of the national tide is the trend of the times, the so-called new national tide is not "old bottle of new wine", but a generation of people with self-confidence, ethics and dreams around the latest consumption trends, so that the brand highlights national self-confidence.

6. Wu Xiaobo: Under the complete supply chain in the new era, entrepreneurs' insight into soft power has become an indispensable ability. For brands, studying consumer needs and obtaining users as quickly as possible are two very important things in the development process.

Cheer for the rise of new domestic products!

Resources:

See the truth: What will new consumption experience in 2022?

Chuang Bon: Will 60% of consumer projects die in 2022? Surviving businesses have these characteristics.

Wu Xiaobo: Annual Speech

Guan tide new consumption: Today, the new national tide industry has entered the "golden decade"!

Interview with Zhang Xiaoquan Chairman and General Manager Xia Qianliang: Ten Questions on Chinese Brands (Part 1)

Delay: Dialogue with Yuanqi Forest Tang Binsen: Rich Man, Pirate and Product Manager

36 Kr: Li Xiang: Explosive Hunter

Bubble Mart CEO Wang Ning: Small success needs friends, and big success needs enemies

KPMG China New Domestic Goods 50 Enterprise Report