"Domestic 'trendy products'" is a fresh force to activate the consumer market. In this year's government work report, it is proposed to actively cultivate new consumption growth points such as smart homes, cultural and entertainment tourism, sports events, and domestic "trendy products".
In this context, domestic "trendy products" have ushered in a great era of development, and in this wave of new economy, how to understand the new needs of the market, find the rapid rise of the "growth code", and grasp the opportunities of this era has become a problem that domestic brand operators need to think about. On April 20th, the world's online merchants and the School of Management of Zhejiang University jointly launched the theme salon of "the growth power of domestic trendy products", the first salon with the main topic of "the rise of new domestic products under the surging tide of the national tide", Professor Wang Xiaoyi, deputy dean of the School of Management of Zhejiang University, Shen Ling, co-founder of BeBeBus, Tang Wanli, founder of Ding Ding Lazy Food, Gu Liang, founder of Guliang Jiji, and Xiong Weilin, general manager of Tianxia online business, and other guests participated in the event to discuss the underlying logic and growth path of the rise of new domestic products, and help more domestic brands achieve high-quality development.
"This year's report of the two sessions clearly mentioned the 'new consumption' and the 'trendy products' of domestic products, and now domestic products are no longer a popular Internet term, but a real model, a representative of the future economic volume. Professor Wang Xiaoyi said at the scene.
Wang Xiaoyi said that today's China has entered a new era of consumption, and now the demand structure has undergone great changes, and consumers' requirements for health, green and intelligent are obviously different from those in the past. Secondly, online and digital are becoming more and more mature, and our business school will no longer popularize how to do e-commerce, but teach how to do e-commerce better. Finally, today's entire commercial circulation has undergone a major transformation, with the ubiquitous private domain and the supply and marketing system close to the community making brands closer and closer to consumers, and the purchase and repurchase of goods have become more real-time linkage.
Professor Wang Xiaoyi, Vice Dean of the School of Management, Zhejiang University
At the salon, Xiong Weilin, general manager of Tianxia e-commerce, shared the "GNPS brand new growth model" of how brands can win growth under consumption changes, media changes, and technological changes. In the past year, "World Online Business" interviewed nearly 500 merchants - including brands that "debuted at the peak" and won the first place in the category, and brands that have been born for many years and have always been at the forefront - summed up a set of "GNPS" models. The four letters GNPS stand for "Gap", "Niche Segment", "Pioneer" and "Supply Innovation".
Xiong Weilin said that brands should position niche markets in trend demand, make good use of the crowd amplification ability of e-commerce content, lead consumption innovation through industrial upgrading, and become a mental brand from a category brand.
Xiong Weilin, general manager of the world's online merchants
The wheels of commerce are accelerating, and many domestic brands are rising in this new era of consumption. At this event, the founders of BeBeBus, Ding Ding Lazy Cuisine and Guliang Jiji shared the business philosophy of high-quality growth of the brand, bringing the most vivid experience in the industry.
In less than 5 years, BeBeBus has continuously created super single products with sales of more than 100 million, realizing the leap of the brand from 0 to 1 and from 1 to 10. At the beginning of its establishment, BeBeBus, a domestic maternal and infant brand, first cut into baby strollers because it was closer to users. "Strollers are inherently social, and every time a user uses a stroller, they are communicating to us. Shen Ling, co-founder of BeBeBus, shared at the salon.
BeBeBus's core customers are a group of "family CFOs" aged 25-35 in first-tier cities who are "very picky" about products, who pay attention to quality and aesthetics, and believe that buying children's products is like choosing a gift for a baby, and price is a secondary factor in decision-making. Choosing a segmentation track, finding a group of segmented people, solving users' pain points with beautiful design, and continuing to amplify this matter to affect all products and categories are the key factors for the success of BeBeBus.
BeBeBus联合创始人沈凌
During the event, Tang Wanli, the founder of Ding Ding Lazy Food, shared his ten-year observation and entrepreneurial experience in China's food track. He said that the secret of the brand's success lies in focusing on the sauerkraut fish category, insisting on being a new company, deeply cultivating and differentiating in a category, and firmly believing that "less is more, slow is fast".
Tang Wanli once worked in Alibaba, after leaving Ali, he founded the "Go Home to Eat" APP, and then set up Ding Ding Lazy Food, he was sure that young people in the hope of eating well, eating convenient and healthy demand trend will always be, so he spent 3 years "dead" a pickled cabbage fish prefabricated dishes, Ding Ding Lazy Dishes to achieve 1 billion sales.
Ding Ding Lazy Cuisine founder Tang Wanli
Compared with the insistence of Ding Ding Lazy Food, the 10-year-old original designer bag brand Gura Jiji has been actively changing. From products, marketing to branding, Guliang Jiji has been exploring more possibilities for domestic bag brands. As a designer brand, Gu Liang, the founder of Guliang Jiji, emphasized that the first thing is to find people who buy designer brands, so since 2017, Guliang Jiji has been in contact with KOL/KOC groups, and then through them to reach ordinary consumers.
When it comes to brand and supply chain, Gu Liang believes, "Now that Chinese bags have not yet established a mature system, we hope that Gu Liang Jiji can become a leader to open up the Chinese bag system." In the future, we will become capital to invest in new brands of Chinese bags and build up the Chinese bag industry. ”
Guliang Jiji, the founder of Guliang
The event ended with the enthusiastic interaction between the audience and the guests, and Professor Wang Xiaoyi awarded the plaques to the three brand founders and thanked them for entering the classroom of the School of Management of Zhejiang University.
In the future, the School of Management of Zhejiang University will also cooperate with the world's online merchants to focus on different themes such as new consumption, renewal of old brands, domestic products going to sea, and circulation innovation, and talk about the practical way of market operation and management. If you want to know more exciting content, please pay attention to the world's online merchants and the "growth power of domestic trendy products" series of salons.