The popularity of domestic brand search has increased, and young people have become the main focus of consumption.

The popularity of domestic brand search has increased, and young people have become the main focus of consumption, and domestic consumption has entered a high-speed development channel. Clothing, beauty, food, personal care, automobiles and other fields also show the rising trend of foreign brands. The popularity of domestic brand search has risen, and young people have become the main focus of consumption. The popularity of domestic brands is rising, and young people become the main focus of consumption. 1 < P > May 1, 222 is the sixth Chinese brand day. "China Brand Day 222 Consumer Search Big Data" was released.

The data shows that the popularity of domestic consumer brands has increased by 27% in the past year, which shows that the whole people have more recognition of domestic brands. In the search heat industry, the major consumer industries go hand in hand, and the gap is not big. Among them, the mobile phone industry accounts for a relatively high proportion. It means that when consumers buy mobile phones, domestic brands are an important part of their consideration.

Among the top ten "national memory" domestic products in the minds of netizens in 222, childhood food is the protagonist. The data shows that Wahaha AD calcium milk, white rabbit toffee, big bubble gum, Xizhilang jelly and other products have been on the list. These snacks that everyone loved when they were students are still concerned by netizens today.

From the crowd, netizens in Shanghai, Beijing and Shenzhen pay more attention to domestic products. These first-tier cities have a large population and developed consumption economy, which are important markets for the rapid development of domestic brands. In terms of per capita attention of different age groups, young people represented by the post-9s and post-s are the main focus of domestic consumption. This shows that domestic brands are gaining recognition from young people through high-quality design, function and quality.

The consumption wave of domestic products also reflects the changes of people's lifestyles. Among them, after , in addition to enjoying digital products and make-up fashion, they also began to keep in good health, and the search for health care was highly concerned by the group after . Similar to the post-9 s, he also joined the health army and was very interested in domestic fitness products such as treadmills and yoga blankets. After 8' s and 7' s, they pay more attention to domestic cars, electrical appliances, furniture and other categories. These new consumption trends represent the potential market for domestic consumption.

various data show that social challenges are constant, but the confidence of domestic products is growing quietly. It can be predicted that in the nationwide search, the "tidal" brand of China will absorb and practice the consumption thoughts and trends of the new era. The rise of domestic products, the "national tide" surging. On May 1th, on the occasion of the sixth China Brand Day, the Institute of Sociology of Chinese Academy of Social Sciences, the National Survey and Big Data Research Center of China Academy of Social Sciences, together with Tik Tok E-commerce and Huge Computing, released the 222 Domestic Market Development Report: New Media, New Consumption and New Culture (hereinafter referred to as the Report).

The Report points out that with the upgrading of residents' consumption, the rising pattern of domestic products is taking shape, and domestic brands have ushered in a new development window. Domestic brands have ushered in a new window of development, mainly due to the changes at both ends of the supply side and the demand side, the enhanced consumption awareness of domestic brands, and the promotion and assistance of new media interested in e-commerce.

First of all, the dual forces of demand and supply promote the rise of domestic products. On the demand side, the state has introduced a number of measures to stimulate consumption and expand domestic demand. By promoting consumption expansion and upgrading, it has continuously cultivated consumption hotspots and accelerated the release of consumption potential, providing domestic brands with greater market space. On the supply side, the manufacturing industry and supply chain are becoming more and more mature and perfect, and the industry is upgrading, laying a solid foundation for the rise of domestic brands.

Secondly, the attention of domestic products is rising rapidly, and more and more consumers tend to choose domestic brands, especially after 9/95, young people have become the new main consumers of domestic products. These new consumers have improved their knowledge literacy, have a stronger sense of autonomy and cultural self-confidence, no longer blindly worship foreign brands, are willing to pay for their individuality and interests, and pay more attention to the consumer experience, which has become the fundamental driving force for the rapid rise of domestic brands.

According to Analysys data quoted in the Report, consumers tend to buy domestic brands in most categories such as food, dairy drinks, household goods, clothing and electrical appliances. Among the 13 categories of consumer goods presented in the data, in 11 categories, consumers tend to choose domestic brands higher than foreign brands, and most categories are far ahead of foreign brands.

Thanks to this, domestic consumption has entered a high-speed development channel. Clothing, beauty, food, personal care, automobiles and other fields also show the rising trend of foreign brands. Among them, the more developed the economy, the more vigorous the consumption of domestic products, and the users in second-tier and above cities account for nearly half of the domestic consumers.

Leading domestic consumption from first-and second-tier cities, Shanghai, Guangzhou and Beijing won the top three. Guangdong province has the strongest consumption power, followed by Jiangsu and Zhejiang, and Henan, Shandong, Sichuan, Anhui, Hubei, Hebei and Hunan run into the top ten provinces.

at the same time, the rise of domestic products is inseparable from the continuous promotion of new media. On the one hand, with the advent of the era of short video and live broadcast, emerging media such as Tik Tok e-commerce have become an important window for young people to understand the world, which can not only enhance the confidence of domestic consumption but also expand sales channels; On the other hand, new media also provide more new paths for the development of domestic products market.

It is mentioned in the Report that interest e-commerce, represented by Tik Tok e-commerce, combines product information with users' potential shopping interests, releases potential consumer demand, and allows more domestic products to be seen and purchased.

on e-commerce platforms such as interest e-commerce, the number of goods of domestic brands also continues to grow, and explosive goods are constantly emerging. For example, Tik Tok e-commerce data shows that from April 221 to March 222, the number of domestic brand products on the platform increased by 58% year-on-year; In the explosion list, the number of domestic brands accounted for 92%, and the number of domestic products accounted for 93%.

The Report also pointed out that under the background of the overall rise of domestic products, the influence of domestic brands in many fields is increasing day by day, and 9% of consumers are optimistic about the future development of domestic brands. With the change of users' consumption patterns, the stickiness of online consumption in China has been significantly enhanced, and the e-commerce platform has become an important channel for domestic sales. Emerging formats are constantly iterating and growing at a high speed, which has become an' important engine' to stimulate the growth of domestic consumption. The popularity of domestic brands is rising, and young people become the main focus of consumption. 3

According to the data of the National Bureau of Statistics, the total retail sales of consumer goods in China will increase by 12.5% in 221, and the online retail sales of physical goods will account for 24.5%. The year 222 is a crucial year in the "14th Five-Year Plan" period, and China's economy is entering a new historical stage. Under the main tone of "keeping the word steady and striving for progress", consumption plays a prominent role as the "ballast stone" for the stable operation of China's economy.

Qu Fang believes that despite the impact of the epidemic, a number of new formats and models are still emerging in China's economy, which reflects China people's pursuit of a better life, the strong resilience of China's economy and the great potential of new consumption. In the past year, more than 6, users shared ice and snow sports in Xiaohongshu, and more than 35, users shared camping experiences in Xiaohongshu. More than 6% of the over 26, registered camping enterprises were established after 22.

during may day this year, the search volume related to camping in xiaohongshu increased by 746% year-on-year, including new camping equipment brands and many small and micro camping service providers.

on may 1th, the financial program center of China Central Radio and Television General Station announced five China consumer brand tracks in the "222 China Brand Trend Release", including outdoor sports, maternal and child rearing, health and wellness, house economy and pets. These categories are also popular in Little Red Book. People convey their love and support through notes, which also makes more and more brands flourish through platforms like Little Red Book.

(social platform support data provided by Xiaohongshu in the above picture)

Qu Fang believes that "brands create products, users share experiences, and more users are attracted to consume, thus promoting the rejuvenation of products and brands, and spiraling up to form a positive cycle. Xiaohongshu has built a bridge between a better life and excellent brands, helping brands accurately find user value and helping users find products and services that make their lives better. "

At present, China's consumer brands are also showing new trends, which are summarized as five major trends, namely, new national products, green and low-carbon, and users' * * * creation, in the "China Brand Trend Release (222)" of the Financial Program Center of the Central Radio and Television General Station. As the favorite lifestyle community of young people, Xiaohongshu users have deeply participated in and promoted these brand trends by sharing and creating, especially in the growth rate of consumption enthusiasm for domestic brands.

(social platform support data provided by Xiaohongshu in the above picture)

According to the social platform data provided by Xiaohongshu for "China Consumer Brand Trend Release (222)", by the end of 221, the number of domestic brands in Xiaohongshu exceeded 78,, and users searched for domestic brands for over 1.2 billion times, with a total discussion volume of about 6 billion times. Among them, the discussion on domestic brands ".

Qu Fang also conveyed her confidence in China's consumption and brand development. "Looking to the future, there is a vast room for brand growth in China. Valuable sharing and temperature connection make Xiaohongshu more and more promising in creating a better life and helping China brand building. "