On the eve of Valentine's Day this year, the sales of goods such as Tmall, JD.com, and Vipshop have ushered in a sharp increase.
According to Vipshop data, in the week before Valentine's Day, Zhou Shengsheng's sales soared by 460%, of which the single volume from the post-90s increased by as much as 472%.
Young people are starting to "get on top" of gold!
Even more strange, this year's Valentine's Day a large number of domestic goods, including goods with national tide elements, also ushered in a wave of growth.
At this time in previous years, the more "cost-effective" goods are, the more popular they are, such as European and American luxury goods.
Many people feel that Valentine's Day is a time to show their "strength" to the other half, and import luxury goods as a symbol of "face".
In fact, in mid-2021, China's luxury sales growth has stagnated, well below the expected growth rate of 7%.
So, the familiar routine came again!
Prices!
LV has increased the price of some products by 10%-15%.
Luxury brands such as Chanel, Celine and Dior have recently announced price increases.
Most of the reasons are rising raw material costs.
However, the heat of the domestic tide of domestic goods has not decreased, and it has quickly seized its market, and luxury goods have fought a market defense war, which may be the reason for the deeper depth.
The tried and tested "price increase will sell" marketing strategy, this time does not seem to have much waves, just see the shouting does not see the increment.
This reflects the change in the consumption concept of young people, becoming more and more rational, pragmatic and confident, and it is also a sign that Chinese people's consumption is maturing!
When more and more young people begin to abandon glitz, rational consumption, and embrace domestic production, it will surely promote consumption towards high-quality development!
Seems to see this scene:
Western luxury tycoons patted their thighs and sighed: This young people are not good to bring ah, do not love "Hermès, LV", love "domestic products" and "gold"!
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The concept of consumption is not only a reflection of personal experience and experience, but also reflects the political, economic and cultural development of the times.
With the rapid development of China's economy and the continuous improvement of its international influence, brands with Chinese cultural characteristics have received more and more attention internationally.
In fact, the United States and Japan have had similar experiences.
The economic take-off of the United States after World War II not only cultivated tens of millions of middle classes, but also spawned brands such as Nike, Gillette, and Philips. Japan's economy grew rapidly after the 1960s, and entered a period of steady growth in the 1970s, and people pursued a more refined life after subsistence.
During this period, Japan got rid of the worship of European and American culture, and its national self-confidence increased greatly, and together with Japanese automobiles and other industries, there were daily necessities brands such as Shiseido and MUJI.
At present, along with the mainland economy, there is also the consumption desire and potential of the younger generation to grow at the speed of light, as well as the explosive cultural self-confidence.
As the "front wave" of the post-80s generation, the concept of consumption is also affected by specific environments.
China's accession to the WTO has opened its doors, and imported brands have poured in.
Nike and Adi quickly occupied the closet shoe cabinet of their post-80s brother, while Dior and Chanel captured the makeup table of their post-80s sisters.
The high-priced import brands once became a symbol of quality and even "status".
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The chinese dream of rising in China has made the whole nation burst with self-confidence, and the people's trust and love for local brands have also risen day by day.
The essence of young people's patriotic goods is the gradual awakening of identity and national self-confidence.
We feel the next year of young people, "no regrets in this life into China"!
This generation of young people has unprecedented cultural self-confidence and self-motivation, and has many personal experiences and insights into the world.
Look at Ai Media Consulting's survey of China's new generation of consumer concerns in 2021.
More and more young consumers adhere to the concept of rational consumption, pay attention to cost performance and pay attention to consumption quality.
The "2021 New Youth Fashion Consumption Trend Development Report" released by Beijing Normal University also shows that thanks to the dissemination of financial information and economic concepts, new young consumers tend to be more rational when consuming, and the conspicuous consumption behavior is reduced.
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With a pinch of the finger, Gen Z (born 1995-2010) is also in their 20s and is becoming the main consumer group.
With the help of changes in the economy, consumption, life, information and other environmental conditions, their consumption concept has undergone considerable changes compared with the 7080 "front wave".
They are both rational and individual in their consumption, pursuing rational and casual consumption choices, emphasizing the true feelings brought by consumption.
In the past, consumers' purchases of luxury goods, luxury cars, etc. were typical "pleasant" consumption, and their motivation was largely to show off their wealth, identity, or enhance social relations with others through highly recognizable brands.
This situation is quietly changing in the post-95 and post-00 generation Z, who are more pursuing "self-pleasing".
In 2021, "self-pleasing consumption" has shown a trend of high quality, all-round and multi-form.
Ice skating, trampoline, rock climbing, boogie, escape room, mini KTV, one-person food and other experiential consumer products to relieve stress and relax are becoming more and more numerous, and a huge market has been formed.
At the same time, according to CCTV financial surveys, in the 2021 consumption expectations, tourism, health care and education and training ranked in the top three of the consumption list of young people aged 18-25.
For another example, the main consumer group that sells goods in the explosive special supermarket is not the middle-aged and elderly, but the Z generation consumer group.
With the emergence of the national tide, and a broader vision, for this generation, KFC is just a foreign "Shaxian snack", "Kaifeng cuisine" is a harmonic stem, but also a ridicule of the former sublime foreign environment.
Leaving aside economic and growth environment factors, the psychological characteristics of young people also determine their love for domestic products.
Young people who have grown up in cultural self-confidence have found themselves in Hanfu, in the Forbidden City, and in the "Made in China" under the rise of great powers.
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The rise of the national tide is inseparable from the support of the Internet and new e-commerce.
For long-established brands and domestic products, the emergence and rapid development of e-commerce platforms represent a new sales channel, a new batch of consumers and the digitization of products.
Tmall began to discover the value and potential of domestic products and long-established brands in 2016, realizing that this may be a business opportunity for traffic growth.
At that time, many long-established brands and domestic brands were still mainly regional, there was no Internet, and e-commerce helped them open up the national market.
For example, Beijing's domestic brand Arctic Ocean soda and Zhejiang's long-established brand Wufangzhai have all been revitalized and gone to the whole country with the support of Tmall.
In 2021, Douyin e-commerce has become an important force to help the development of domestic products through the introduction of a number of support measures.
The "2021 Douyin E-commerce Domestic Products Development Annual Report" shows that domestic products have developed rapidly regardless of platform share, sales growth, and explosive list.
In the platform promotion activities, domestic brands with the themes of domestic goods, national tide, national wind, etc. shined, the sales volume of handicraft goods increased by 624% year-on-year, and consumers' consumer confidence in domestic products continued to increase.
In Douyin e-commerce, you can not only buy the smart heat scarf jointly signed by Midea and the British Museum, but also buy the windbreaker down jacket that Bosideng exclusively launched, breaking the stereotype and having both warmth and fashion.
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Moreover, many domestic products have long been "old and new", no longer synonymous with "cottage", "old soil" and "cheap".
Domestic goods into a national tide!
The younger generation of designers uses traditional culture to create a modern aesthetic way, which is generally accepted and loved by young people, and expands the spread of national tide and domestic products.
Entrepreneurial groups in the field of new consumption continue to create new domestic brands and enhance the value of domestic brands.
For example, Yuanyi Forest, Li Ning, the forbidden city, dirty bags, etc., often from the commodity reconstruction, national feelings, traditional culture, novel design, etc., from a single point of user needs, quickly "planting grass" detonation.
For example, Hanfu, which can best reflect the "Chinese style", is highly sought after by young people, and statistics show that the post-90s and post-95 generations contribute more than half of the total sales of Hanfu.
Before the popular "Sanxingdui makeup", "Forbidden City lipstick", "archaeological blind box" and other cultural and creative products, but also aroused everyone's enthusiasm for traditional culture, and spontaneously spread in the social circle.
Ten years ago, who owned an Apple phone, he was the most beautiful boy in the class.
Nowadays, domestic mobile phones have become the first choice of many young people.
These domestic products can quickly form a consensus in the younger generation, successfully break through and revitalize again, and the company has indeed made sufficient efforts to continuously innovate and transform, the brand positioning is clear, and the brand recognition is enhanced.
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Let's look at the attitudes of young consumers towards different brand behaviors.
Domestic brands should have insight into the attitudes of young people and avoid excessive marketing of "patriotic feelings";
Grasp the psychology of consumers, innovate in design, and give new vitality to traditional culture;
Continuously improve product quality, so that consumers can buy with peace of mind and use with confidence;
It is also necessary to adhere to innovative marketing and let the tide of domestic goods reach more consumer groups.
Whether it is a domestic brand passed down by word of mouth or a cutting-edge force, it must be strong in itself to win the trust of consumers.
The hard power of domestic brands and the soft value of national tide culture are the internal and external logic of the rise of domestic products.
Only by constantly surpassing and forming technical and technological barriers can domestic products go to the global market.