Tide brand 丨 Industry insights
Core Summary:
Patriotic, more rational
In addition to clothing, the importance of "Chinese style" elements in the purchase of beauty, digital home appliances and food is in the TOP3. Product quality, cost performance, safety and so on ranked high.
Supporting domestic products is the main reason for driving purchases, and it has entered the TOP5 in the purchase considerations of the four categories.
As we age, attention to product quality rises significantly, consistently across the four categories.
In the beauty category with relatively homogeneous products, the cost performance ranks first. Consumer resistant products such as digital home appliances, consumers are most concerned about product quality. Food is most concerned about taste.
Traditional brands occupy a considerable weight in the minds of consumers, and through cross-border marketing, they have become the representative of the national tide brand
In the four categories of clothing, beauty, digital home appliances and food, traditional brands have become the representatives of the national tide in the minds of consumers.
Cutting-edge brands that are good at using "Chinese style" elements also have a place.
Brands strengthen their labels and form segmentation through unique product concepts, which will be an opportunity to strengthen the minds of consumers.
Younger consumers are paying more attention to emerging channels
Young people pay more attention to the purchase channels such as trendy fashion APP, WeChat purchasing, and short video with goods. The elderly are concentrated in integrated e-commerce platforms and offline channels.
The mainstream range of the premium of national tide products is 10%-30%
Consumers recognize the design connotation of Guochao products and are willing to pay a premium. The mainstream range is 10%-30%.
The premium acceptance of Guochao Food is lower than that of apparel, beauty and digital home appliances.
Young people and high-tier cities are more receptive to premiums. The male group is more receptive to the premium. It is the group of people that brands need to focus on.
The "sentiment card" is more effective for the elderly. For the repurchase of national tide clothing, the proportion of young people "looking at the design, not considering the national tide" is higher than that of other groups.
