Since last year, those old domestic brands that have grown up with several generations have skyrocketed in popularity due to a series of Internet hot memes and become the focus of social media. Recently, the "Domestic Products Alliance Sends Year-end Awards" activity initiated by China Jinjiu has set off a new round of heated discussions.
The cause of the incident was very accidental, a netizen was moved by the news that "there is no year-end bonus for all employees of the company", and cried on Weibo that "the year-end bonus made me feel the gap between the rich and the poor", which resonated with many netizens. After learning of this, China Jinjiu acted quickly and decided to give a special year-end bonus to this netizen and the majority of netizens.
Jierou, Hongxing Erke, Wahaha, Frog Prince, Li Ziyuan, Nanfu Battery, Weilong Food and Blue Sky Liubizhi 8 major brands have joined in to form a domestic product alliance and jointly sent hardcore prizes to netizens: Chinese Jinjiu contracted all the Spring Festival gift boxes for the Year of the Dragon, Jierou contracted the winner's lifelong paper, and Hongxing Erke also sent new socks enough to wear for a whole year. Netizens said one after another: "It's still a domestic product that understands our people", "I really hope this wave of good luck can be my turn".
This incident directly drove hundreds of thousands of netizens to spontaneously participate in the topic interaction, and the topic #Domestic Products Alliance will send you year-end bonuses and #今年发的年终奖全是硬通货 views, with more than 80 million views, setting off a new round of domestic product alliance craze on the Internet. So, why has the domestic product alliance frequently aroused heated discussions on the Internet in recent years, and why are consumers now more and more inclined to choose domestic brands?
It is true that this is indispensable for emotional bonuses, but in the final analysis, it is because with the development of science and technology, consumers have a new understanding of domestic products.
In the case of insufficient marketing in the past, the old domestic products did not fall silent due to weak exposure, but stood firm in the fiercely competitive market. This also shows that the domestic alliance does not rely only on feelings, but with its excellent product quality. When we remove the filter of feelings and re-examine domestic products, we will find that every rise of domestic brands is inseparable from the product quality and good reputation accumulated over the years.
Take Chinese strong wine as an example, at the end of 2023, the topic of "Chinese's own whiskey" will become hot, and the trend of fancy explosive change of strong wine will be all over the Internet. At first, everyone was curious to try hard wine concoctions, but soon, the unusual ingredients of strong spirits extended the discussion to focus on the product itself. I don't know if I don't know it, but I found that the formula of the strong wine contains Chinese herbal medicines such as fairy grass, angelica, wolfberry, and astragalus, which are in line with the current young people's pursuit of health, and the strong wine has also become the "new favorite of health" in the hearts of young people.
The core competitiveness of Jin Jiu is hidden in the solid ingredient list, and the reason why Jin Jiu can once again enter the young group is also hidden in the quality assurance of Jin Jiu for decades and the technological innovation that keeps pace with the times.
In order to provide better products for the Chinese people, in the past 7 years, the technology research and development of the Jinpai company behind the liquor has invested a total of 2.118 billion yuan. Every year, we continue to invest 3% of sales revenue in R&D to improve product quality, and up to now, Jinpai has obtained 106 invention patents, of which 21 scientific and technological achievements have reached the "international leading (advanced) level", and have won 9 national and provincial science and technology progress awards, and won a number of industry awards.
Before seizing the traffic opportunity, the domestic brand has been working hard and making silent progress for many years, and this tenacity and self-improvement can also be seen in the development of the old domestic products Jierou and Hongxing Erke.
From being the first to launch three-layer rolling paper in 1997, to the first wettable water paper and cream moisturizing paper in 2005, to redefining soft paper towels with a new 4D three-dimensional embossing process in 2023, Jierou has never stopped the pace of research and development in its 45-year brand history, advancing with the times, and always striving to bring consumers a better paper experience.
As a representative of domestic products, Hongxing Erke has adhered to the original intention of meeting the sports needs of Chinese people for 23 years, and has been making continuous breakthroughs and innovations in design and research and development, and constantly introducing more comfortable and professional sports equipment.
Their perseverance and craftsmanship have won the praise and trust of consumers for domestic products. It is precisely because of this that when the domestic product alliance incident attracts attention, consumers recall the beautiful experience brought by these brands, and domestic brands can take advantage of the trend to catch this "splashing wealth" and convert traffic into brand stock. Quality and sincerity are always the cornerstones of the brand.
In addition to a series of Internet explosion events, we can also see from the consumption data that the Chinese people pay attention to and recognize the domestic product alliance. According to the data, in the 2023 "Double 11" consumption season, 11 of the top 20 brands are domestic brands, and Tmall data also shows that 243 domestic brands have entered the "100 million yuan club".
Whether it is the sales data of Double 11 or the popularity of the domestic product alliance during the Spring Festival, it highlights the importance that Chinese people attach to domestic brands. This change in consumption attitude is not only out of recognition of the quality of domestic products, but also reflects the continuous enhancement of Chinese people's sense of national identity and self-confidence.
Once upon a time, high-priced imported goods were a sought after target for many, while domestic products were often seen as a low-cost alternative to foreign brands. However, with the passage of time, domestic brands have achieved a huge leap in quality, performance and technology, from "Made in China" to "Made in China", and then upgraded to "Made in China". Nowadays, domestic products not only serve as a carrier of cultural output, but also their brand influence and reputation can be comparable to that of world-class brands, winning the recognition of global consumers.
The reason why domestic products have been able to gain many loyal fans and achieve such achievements is inseparable from the precipitation and iteration of the brand, the empowerment of science and technology and the leadership of innovation, which together promote the rise of "Made in China" and provide guarantee for the high quality of domestic products. As many netizens said: "Supporting domestic products is not only an expression of patriotic feelings, but also a rational choice." ”
However, we must also realize that continuous success requires continuous innovation, and only through unremitting efforts, adhere to the original intention, and carefully create each product, domestic brands will play a long-term value.
We should give more recognition and patience to domestic products, and jointly witness the growth of domestic brands. I believe that in the future, there will be more "light of domestic products" blooming in the international market and writing a brilliant chapter belonging to "Made in China"!