Halfway through 2021, in many countries around the world, the recovery of the local economy is still affected by the ups and downs of the epidemic. In order to cope with the unprecedented changes in a century, China is steadily advancing towards the gradual formation of a new pattern with the domestic cycle as the main body and the domestic and international dual cycles promoting the development of each other - and the new development pattern has also put forward new requirements for the development of all walks of life.
Supported by Classmate Feelings Company, CBN Radio and the Shanghai University of Finance and Economics Entrepreneurship and Investment Alumni Association jointly launched the "Caizhi Lecture Hall" program to open the curtain of the 2021 annual discourse, talking about "new economy, new pattern, new practice".
Click to play the full program
In the past few years, driven by core technologies and blessed by Chinese culture, the attention of Chinese independent brands in popular industries such as mobile phones, automobiles, and beauty has surpassed that of overseas brands. In the past five years, the proportion of Chinese brand search popularity in total brand popularity has increased from 45% to 75%, three times that of overseas brands.
In this issue, the host Cui Qi and the guests talked about "new domestic products" and discussed the long-term and healthy development path of domestic brands and innovative enterprises that aim at a wider range of young consumer groups in the new market environment.
They are:
"Zhihu" well-known respondent, Co-founder of Shanghai Boo Meow Technology Co., Ltd. Zhou Zhao
Ren Xiaodong, CEO of Mosaic Cloud Sales Consulting
"Familiar areas, new consumer topics"
According to the "New Domestic Goods 618 Consumption Trend Report" released by "What Is Worth Buying", in the "618" of 2021, more and more shopping carts of young consumer groups are being contracted by "new domestic goods". Ren Xiaodong, CEO of Mosaic Cloud Sales Consulting, has bought a lot of "new domestic products".
He feels that brands or solutions that conform to the aesthetics and values of the current era, and have certain innovative functions or emotional resonance, and have a specific circle of fan groups, are in the definition of "new domestic products" and "national tide" brands.
"For example, in recent years, I often drink Li Du's wine. From 'buried in the cellar and forgotten' to the current price of a single bottle can soar for thousands of yuan, its positioning direction is a new generation of consumers who 'don't want to go out of line with their parents' consumption copy," especially paying attention to the emotional appeal of 'Generation Z'. ”
Xiaomi brand's new domestic products are favored by consumers. The picture shows Lei Jun, the founder of Xiaomi Technology, introducing his new domestic products at the press conference (data photo)
Ren Xiaodong said bluntly that from the perspective of research, in the past two years, the vigorous "new domestic goods wave" and the previous "domestic substitution tide" have a clear difference, based on the innovation of the supply chain, the ability of new domestic brands to concentrate on niche needs is more significant; in addition, the products also have more attributes of brand IP, so that they can gain more premium and user support: "When the new consumer trend empowers the fan circle to operate more possibilities in the community, the scene of the 'national tide' we are talking about today is not so much' Concept stocks' are, in the final analysis, based on the embodiment of national prosperity and cultural self-confidence. ”
"Doing business in the consumer industry, there was no shortcut"
So, now that you are investing, will you still have time to earn a bucket of "new" gold? The answer may be "there is a chance, but think twice".
"Let me give you an example. When the high-priced ice cream brand's 'love or not' angered a large number of netizens, was pulled out of the black history of 'publishing false advertisements', the avalanche speed of word-of-mouth gained by this new domestic brand that was established for just over 3 years is likely to be as rapid as the heat when it first rose. ”
"Zhihu" well-known respondent, industry insiders - Shanghai Boo Meow Technology Co., Ltd. co-founder Zhou Zhao when talking about this topic has a somewhat serious expression. He said bluntly that as a large number of commodity categories that have emerged and fully penetrated the consumer life scene, the rise, growth and market acceptance of new domestic brands have become one of the most important changes that are taking place in China's consumer market in recent years.
"To make a new domestic product, we must first choose a track, and many people believe the popular saying that 'all consumer goods are worth doing again', and start looking for consumer goods that seem to have not been remade." Many brokerage research reports will tell you: look for those new needs that consumers have not yet been met, and create a blue ocean in the red ocean; in fact, many of the practices under the logic of 'new domestic goods track selection' are just 'looking for those Taobao through-train keyword prices and categories that have been paid attention to and speculated'. ”
Zhou Zhao said: "Simply and rudely buy all the keywords from the brand to the product of the competitors, so that even if consumers directly search for the competitor's brand, the first thing that comes out will always be your product" - this is the current popular "traffic monopoly thinking" in the circle.
"Quick brand" is not allowed, and the product force casting is really rising
According to the data of Yiou Think Tank, in 2020, relevant new domestic brands carried out 200 financings, with a total financing of 3.11 billion yuan. The TOP3 tracks that attract the most attention from the financing parties are food and beverage, cosmetics, clothing and apparel, which have been financed 81 times, 40 times and 20 times respectively; the TOP3 tracks with the largest financing amount are food and beverages, maternal and infant products, and cosmetics, which have obtained financing of 740 million yuan, 580 million yuan and 420 million yuan respectively.
Zhou Zhao said bluntly that with the continuous inflow of "hot money", the competition in the new domestic goods and national tide circles has become more and more "volume": "Recently I heard of a new domestic product of home textiles, and I am ready to spend a lot of money to sign it with all the head anchors. The rise of new consumer brands seems to have a unified marketing three-board axe: first in the Little Red Book, Zhihu paved with thousands of reviews, Q&A, and then get the head traffic anchor, follow the trend to dot the middle waist anchor channel, a set down "quick" a new brand prototype - but in the long run, it will certainly not be conducive to the benign growth of the entire market.
"In addition to the supremacy of marketing, behind the new domestic products is the brand, behind the brand is the category, and behind the category is the social culture." Whether it's healthy, stylish or practical, refined... The creation of product power is crucial, not a simple manufacturing imitation. ”
Ren Xiaodong said: "Since 2020, the epidemic has accelerated the integration of online and offline. The hidden danger of the new domestic goods industry lies in the lack of three-dimensional connection capabilities of national market channels, the real realization of product innovation, the lack of products with strong research and development capabilities, and the degree of enterprise digitalization. Rather than 'making money', it may be more urgent to step up research on supply chain upgrades and pay attention to the promotion of digital transformation. ”
"From the traditional FMCG marketing 4P theory, many new domestic products are currently playing, in the product (product), pricing (price), channel (place), promotion (promotion) each link has not established a moat; most of the strategies tend to market > packaging> channels> brand > products.
Weak product strength is the biggest internal injury; the result of relying only on the so-called new channels and new marketing of through trains and live broadcasts is 'no repurchase', which may also become the biggest inherent problem of the entire new domestic business model. ”
Zhou Zhao said bluntly: "The true meaning of quality domestic products is the inheritance of ingenuity - to be a 'good product that the people can afford to consume every day' is the right way." Let's recall that in those years, the brands that appeared on TV shopping every day, can you remember even one? ”
Author: Tang Yiwei
Editor: Yang Shen
Executive Producers: Wei Xuewen, Wang Junji
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