Wearing a Chinese dress made in Cao County, Heze, Shandong Province, you can be a "Miss Tang Palace". With Huawei cell phone, weekend and friends stroll around the Forbidden City or shoot a small video, by the way, buy a cup of tea has just come out of the new "snow quilt big berry", and then reward yourself by buying a special fire museum archaeology blind box to give a small surprise ......

In the experience of the old brand back to the spring of the 1.1 billion yuan, the number of people in the country has increased from 1.5 billion to 1.5 billion.

Cars, cell phones, cosmetics, local cultural and creative IP, hardcore technology ...... are being re-linked between national products and consumers.

China's Generation Z is in love with the new national products

In 2021, the "Double 11" e-commerce promotion, Tmall platform data show that Anta Group with a total turnover of 4.65 billion yuan to beat the former leader of the Nike, becoming the first to win the Tmall "Double 11" category list. "category list of Chinese brands; local beauty brands Mao Geping, Oshiman, Winona, Meno, Xiangyi Benqiao first hour turnover exceeded last year's "Double 11" all-day sales.

Even more surprising is that in the "double 11" turnover of more than 100 million yuan of brands, nearly 50% of the national brands, a year-on-year growth of 17%. Turnover year-on-year growth rate Top 10 brands, 80% are national products, there are five national brands turnover year-on-year growth rate of more than 100 times.

"Chinese consumers have changed, they are favoring local brands over global brands." Adidas CEO Kasper Rorsted said on the fall 2021 conference call in the face of declining revenue in China.

On November 10, Adidas announced its third-quarter 2021 financial results, with group revenue up 3.4% to 5.75 billion euros, a slowdown compared to the same period in previous years. Operating profit fell 8.5% to 672 million euros. Greater China is the main market where Adidas' global performance declined the most year-on-year. According to third-quarter results released by Adidas, revenue in Greater China fell 14.6% year-on-year on a currency-neutral basis.

According to a McKinsey survey of 5,000 consumers in 15 Chinese cities, 85 percent of consumers said they would definitely buy local brands in 2020, but 10 years ago, in 2011, only 15 percent said they would choose national brands.

The consumer team at Guotai Junan believes that the rise of the national trend is not driven by a single product alone, but behind it is the ****ing effect of a variety of factors such as demographics, income levels, cultural mindset, and consumption philosophy.

Chinese consumers love national products, not just consumer sentiment

If you want to choose a hot word to describe the public's love for national products, "wild consumption" is the obvious choice.

Some commentaries believe that "Made in China", "Chinese sentiment" and "Chinese elements" have become hard indicators for consumers to buy national products, and the rise of national products and emotional consumption has triggered a strong discussion in the industry. The company's website has been updated with the latest information on the latest developments in the industry.

In this regard, Bosideng brand founder, Bosideng Group Chairman and President of the Board of Directors, Mr. Gao Dekang said: "The rise of national products is the era of self-confidence. Chinese consumers love national products, not just consumer sentiment."

He believes that since the beginning of 2018 to focus on the national tide, local brands have been adhering to the brand leadership, and the era of mainstream consumer groups to establish a "strong link"; many brands uphold the process of innovation, adhere to the digital transformation, to create a digital synergy platform, to achieve the brand's full chain of production.

"A lot of joint venture brand booths can not be found, the independent brand booths are crowded." In the just-closed 2021 Guangzhou Auto Show, an exhibitor in his circle of friends exclaimed.

It is important to know that for a long time, whether it is the Beijing Auto Show, or the Shanghai and Guangzhou Auto Shows, the joint venture brand models are the star products in the arena.

However, from the 2021 Shanghai Auto Show, independent car companies with new products, new technologies, new brands, new marketing debut, they also have a chic name - "new car-making forces". With the previous emphasis on display products, highlighting the cost-effective advantages of different, independent brands in the product, technology, ecology, service and other areas of "multiple arrows", become the industry's development of "wind vane".

According to the data of the passenger association, in October 2021, the independent brand retailed 770,000 units, an increase of 4% year-on-year, an increase of 11%; the domestic retail share of independent brands was 45.6%, an increase of 8 percentage points year-on-year.

CICC Research released the "*** Winning the Rise of National Goods in the New Consumption Era Report" shows that China's per capita GDP has exceeded 10,000 U.S. dollars, and the rise of national goods is accelerating the development trend. The driving force for the rise is: as China's economic strength continues to grow, consumers' national self-confidence and cultural pride are also rising; under the continuing trend of consumption upgrading, consumers' lifestyles have changed, requiring more consumer goods and better product services; Chinese products and brands continue to forge ahead, and their capabilities in quality, design, technology and innovation have reached new heights; supply chain, logistics, big data, internet, marketing, and marketing, and so on. data, AI, Internet, marketing communications and other new infrastructure provides strong support.

The American beauty blogger exclaimed, "Oops, the first time in my life I saw such a beautiful product!"

"Oops, the first time in my life I saw such a beautiful product!" Kayla, a fashion and beauty blogger from the U.S., was conducting a product review as usual, and in the face of the beauty brand Huaxizi from China, Kayla couldn't control her emotions and kept exclaiming in amazement.

What's even more unexpected for her is that after she sent out the video of her review of the new Chinese beauty products, the number of YouTube followers, which had just exceeded 20,000, soared to nearly 3.5 million in a short period of time, and the comment section was full of envy from female fans and voices asking how to buy the products.

"At present, this group of new national products have their own R & D team, and with the rapid development of domestic e-commerce, China's supply chain and logistics and other infrastructure capabilities continue to improve, which is enough to support the overseas brands to go farther and more solid. They have successfully stepped out of the country with the curiosity and love of overseas consumers for oriental makeup, but how to pass on the deep-rooted traditional Chinese beauty culture through their products has become a problem that 'Perfect Diary and Flower West' need to continuously think about in the process of going overseas." Vicky said.

Similarly, in the field of cell phones, in China's local market, Huawei, Xiaomi, OPPO, vivo began to replace Apple; national products began to replace European, American, Japanese and Korean brands. In overseas markets, Chinese products are no longer synonymous with "low-end and imitation", and overseas consumers use words like "luxury", "classic" and "premium" when describing Chinese cell phone brands. Overseas consumers use words like "luxury", "classic" and "premium" when describing Chinese mobile phone brands, and Chinese brands have become a symbol of high-end and quality.

According to the 2021 China Overseas Brand Awareness and Emotional Development Research Report, overseas consumers' perception of the quality of Chinese brands has changed, showing more positive emotions.

Wu Wei, Deputy Secretary General of the International Advantageous Cluster Brand Alliance, said that Chinese brands have already begun another round of going overseas, and what a brand can not do can be done through 10 brands and 100 brands, Chinese brands have to unite to bring real value to the world, so that consumers around the world identify with Chinese brands.

"The main manufacturing base of global consumer durables is in China, and sweeping robots, new energy vehicles, smartphones, etc. are all categories with very fast iteration speeds, and the current global product landscape is still in the group stage. Chinese products and Chinese brands will have a very high possibility to dominate, and the future of the national trend is even more worth looking forward to." Wu Wu Securities chief retail analyst said.

Editor-in-Chief | Yang Lin

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