Write Spring Festival couplets, choose lighting, buy new year flowers...... The epidemic can not stop the extraordinary "Chinese flavor" of the Spring Festival in the year of the tiger. In addition to traditional new year goods, domestic brands and commodities that have been "out of the circle" in the national tide also continue to be "popular", and even lead the new trend of new year goods consumption in the Spring Festival of the year of the tiger.
The reporter recently visited major shopping centers and found that many Guochao brand stores were crowded, especially the formats of beauty makeup, fashion clothes and fashion play, which attracted the stop and experience of many young consumer groups and became the "king of popularity" of many shopping centers.
In recent years, the fierce national tide has led to the strong rise of many domestic brands, successfully grasped the "taste buds" of young people and quickly entered the young consumer group. Tiktok tiktok released the annual report of "2021 tiktok electricity supplier development", which showed that in 2021, sales of branded electricity suppliers and domestic brands increased by 667% over the same period last year. 80% of the brands with sales of more than 100 million yuan on the platform are domestic brands, and domestic brands account for more than 90% of the popular brands
How to counter attack traditional domestic products? How can new domestic brands successfully "break through" among a number of international brands?
"trendy makeup": cost-effective, pay for "heartbeat"
"To tell you the truth, the cost performance of domestic beauty brands is still much higher, and the effect is also good." Xiaoyuan after 95 has always been a loyal fan of Han makeup. Recently, with the recommendation of her friends, she began to try domestic beauty brands. It's not long after Meiyuan brand is used, it's not much more attractive than that of several domestic brands in Europe and the United States. "It's not long after Meiyuan brand is used, but it's not much different from that of several white-collar brands in Europe and the United States."
Winona, Proya Cosmetics Co.Ltd(603605) , perfect diary, Caitang, orange flower, colorkey...... A number of domestic beauty brands have risen in recent years and successfully entered the young consumer group. The reporter saw in the experience store under the first line of the perfect diary that most of the consumer groups going to the store for consumption experience are between the ages of 25-30. "Our consumers are indeed young, and there are more styles and color choices for each type of variety, so they can attract young people." The store clerk said. Taking lip makeup as an example, the reporter saw a variety of classifications such as Lip Glaze, lip yarn and lip mud, and the effects are different.
In addition, the reporter also saw in another brand colorkey that there are four or five varieties and dozens of color choices for lips alone. From the price point of view, the prices of these domestic brands are quite close to the people, such as colorkey's lipstick is less than 60 yuan, while the perfect diary lip gloss is only 100 yuan. The reporter found that compared with other European and American beauty brands on the same floor of the mall, domestic brand counters such as perfect diary are more attractive to young people, and the age stratification in their stores is more obvious.
According to the data of cheetah Research Institute, the scale of China's beauty and personal care market continued to grow from 2015 to 2021, which is expected to grow at an average compound annual growth rate of 9.5%, and the market scale will exceed 600 billion yuan in 2024. Behind the continuous expansion of the market, the attention of domestic brands is also increasing, and even in some age groups, the growth rate has far exceeded that of foreign brands.
A senior practitioner in the beauty industry told reporters: "the current domestic beauty makeup is made by those Japanese and Korean OEM factories that were popular in the past. They just changed the domestic brand." In this regard, the reporter also learned from other channels that at present, international beauty ODM enterprises, including kosimes of South Korea, Korma of South Korea and yingteli of Italy, have established beauty factories in China. They used to be OEM factories of Korean cosmetics such as Mysun and Yidi house. Now they have widely and perfectly diary, zhiyouquan, orange flower, baicaoji Natural hall and other domestic beauty brands have carried out cooperation. This also means that in terms of product quality, domestic beauty products have the strength of Korean beauty products in that year.
"trendy clothes": strong return of national brands to lead the trend
Speaking of the national tide, the "Hanfu fever" rising in recent years can definitely be included in the "national tide list".
"I now buy a set of Hanfu every 3-4 months. In the past, I used to buy one every month." The post-90s Pan Yue fell in love with Hanfu from the beginning of college. He may wear Hanfu on any occasion, including class or work. She told reporters that she would spend about 10% of her monthly salary on buying Hanfu. In addition, not only do I like it, but also many of my friends like Hanfu. Therefore, I often communicate with my friends about the production of Hanfu and other related topics. Pan Yue and her friends are just a small group of many Hanfu lovers. According to the latest data released by AI media consulting, the number and scale of Hanfu lovers are expected to reach 6.894 million in 2021, and the market sales scale will reach 10.16 billion yuan.
The re recognition and acceptance of Hanfu is an epitome of the rise of the national trend. In fact, many domestic brands and products with strong national elements are moving from the verge of decline to prosperity, and are going through the process from "minority" to "out of the circle". "Li Ning? Li Ning in China? I'm using this brand." After 95, Zhang Li expressed doubts about the traditional brand "Li Ning" when asked by a reporter about her views on the brand of Li Ning. However, she is no stranger to "China Li Ning." my friends and I have bought China Li Ning, and the style is very fashionable. " She said she had thrown 3000 yuan for a Chinese Li Ning shoe.
The reporter visited the offline stores of Li Ning in China and found that Li Ning in China is indeed more popular than other foreign sports brands on the same floor. "China's Li Ning specializes in fashion clothes, and Li Ning specializes in sportswear. Now it's not just young people who buy China's Li Ning fashion clothes, but some middle-aged people will also like them." The clerk told reporters. In terms of price, the product prices of Li Ning in China are generally very high, even comparable to the prices of some international fashion brands.
The reporter noticed from e-commerce channels that in order to welcome the new year, the tiger element products launched by major brands have been unanimously sought after by consumers. At the vipshop New Year Festival, the year of the Tiger New Year clothes of clothing brands such as teenieweenie, Anta and Li Ning became the top selling models. Many parents also turned their children into a "little cute tiger". According to vipshop data, after the new year's festival, the sales of children's suits increased by 143% year-on-year, many of which are "New Year's clothes" with the national tide element of the year of the tiger.
"tide": detonating the "surprise economy" of young people
"BAM, BAM, BAM..." In the bubble Mart store of a shopping center in Futian, Shenzhen, the reporter saw a group of "blind box powder" shaking boxes. "Recently, their family has a new doll. I want to shake it out." After 95, Xiao Yue is a loyal player of bubble mat blind box. So far, she has bought nearly 80 blind box products and displayed them at home.
Bubble mart is also the representative of "tide play" in the current "national tide wind". Over the past few years, bubble Mart has been exploring the perfect integration of trendy play and traditional culture, and launched a variety of national trendy blind boxes, hand-made and other products in the way of "cross-border and out of the circle", which has brought many surprises to young consumer groups. Xiao Yue told reporters that there are different styles of dolls in each box, but the surface of the box will not indicate what is inside, and consumers will not know what is inside in advance.
"I like the process of shaking and guessing." In the store, the reporter also saw that the first row of shelves near the door were full of consumers who came to shake boxes, mostly between the ages of 25-30.
Reporters at the scene also saw a consumer looking at the "strategy" to shake the box, "you can shake it online, but there is no hand feeling. It feels better to shake it offline." Xiao Wu, another consumer, told reporters. The store clerk told reporters that every time they put on the new model, many consumers will come to "shake the box", "some people shake it for a long time and don't buy it if they don't shake it to what they like; some people like to collect it and just come and buy it." The clerk said that these blind boxes can attract many people to shake them every day.
According to tianyancha data, as of January 26, there were more than 2600 enterprises with names or business scope including "trendy play, trendy toys and blind boxes", of which more than 89% were established within five years, and more than 1700 trendy play related enterprises were added in 2021 alone. Major brands are also accelerating to seize offline space. According to statistics, there are more than 1300 new trendy stores in Beijing and Shanghai alone in the first half of 2021.
According to the 2021 China trend toy market development report released by the national survey and big data research center of the Chinese Academy of Social Sciences, it is expected that the scale of China's trendy toy market represented by blind box and hand-made toys will reach 47.8 billion yuan in 2022. The report released by AI media consulting also shows that it is expected that by 2022 and 2023, the market scale of China's fashion industry will reach 47.68 billion yuan and 57.46 billion yuan respectively.
When it comes to "tidal objects", cultural and creative products of the Forbidden City are also a typical representative that must be mentioned. In recent years, the Forbidden City has successively launched many cultural and creative products, including bookmarks, postcards, notebooks, etc. decorated with Chinese style patterns, as well as the "divine beasts" active in the Forbidden City are also reflected in cultural and creative products. The vivid and interesting lovely images suddenly catch the hearts of young people, coupled with the constantly trying fancy marketing methods, At the age of 600, the Forbidden City has become a "net red".
According to the data recently released by jd.com, the limited couplets of cultural and creative works of the Forbidden City, characterized by its unique forbidden city story, are loved by consumers, and the turnover increased by 315% month on month. As early as 2017, the sales volume of cultural and creative products of the Forbidden City has reached 1.5 billion yuan, exceeding the revenue level of 1500 A-share listed companies in 2018, which can be described as the successful transformation of a traditional museum.
