"2021 domestic product innovation ceremony" was held in Guangzhou on December 22. According to the "2021 top 100 domestic product innovation research report" released at the new retail laboratory meeting of big data Research Institute of Southern Metropolis Daily, the new generation of domestic product brands have ushered in the era of "Omni channel", and it has almost become the consensus of brands to seize the flow bonus of new channels to create popular models; Operation innovation tends to be IP based and traffic private. It has become the mainstream trend to develop DTC (face consumers) mode and shorten the path to reach consumers. At the scene, investors and corporate celebrities from popular tracks such as retail, digital, snacks, daily chemicals and jewelry jointly discussed the current development path and future trend of domestic brands.
capital helps domestic enterprises build long-term development barriers
Zheng juanle, the "new national tide entrepreneurship mentor", shared with the theme of "new domestic goods in the great era", and focused on the help of capital to new domestic goods. He said that the valuation of the secondary market of new consumption has been declining all the way, the valuation system of the primary market is reshaping, and the financing difficulty is becoming higher. How to make better use of the power of capital is an important issue for entrepreneurs.
What can capital do for new domestic goods and new national tide? In his view, first of all, helping entrepreneurs build long-term development barriers is the most important goal. Specifically, when the market fluctuates, the more the reserve funds fluctuate, the more they should overtake in the curve, so as to build the supply chain capacity and bottom capacity, which requires a lot of advance layout. The second is to attract high-end talents. Enterprises need to obtain a more diversified and complete capability structure. Options and exit planning of capital market are good starting points.
In addition, for how to make better use of capital, Zheng Jile said that there should be scientific planning, such as financing rhythm and methods, and better implementation and landing plans. At the same time, we should choose investors with long-term value and resources to help enterprises obtain the potential energy of long-term brand development. The second is mergers and acquisitions. This is the necessary path for the success of European and American consumer goods giants in the past, and it is also an ability that Chinese consumer goods entrepreneurs lack. We hope to bring them very core help in this regard.
Finally, he believes that there will be a large number of world-class brands in the new domestic goods and new national tide. These world-class brands will accompany China to become the world's largest economy and go to the world at the same time.
trendy IP is popular, and the setting of strong people with high appearance is the key
Trendy play is becoming a "social currency" for young people. The fast-growing tide game market and the emerging original IP are also pursued by e-commerce platforms and investment institutions. At present, how does the big fire toycity hatch the trend of "debut is the peak"?
When summing up the experience of the past year, Tian Ge mentioned that the first is the design of strong people with high beauty. Take Laura, who has quickly become popular after her launch, as an example. She has big eyes, small mouth, high appearance value and affinity, which can arouse girls' desire for protection. At the same time, each generation of Laura's products are treated as a theme fashion show, combined with fruits, flowers, small animals, etc. In addition to selfie, inject soul into tide play and set the story background.
The second is strong promotion and high interaction. In terms of innovative practices, integrate urban culture into tide play IP to form a landmark sculpture of urban IP. Toycity cooperates with Dongguan, Shenzhen, Foshan and other places to launch large-scale sculptures. Next year, urban sculptures will be built in more than 20 cities in combination with local culture. In addition, cooperate with commercial real estate to create a trendy play space that can not only punch in offline, but also help artists sell, sell and display.
The third is a rich product line. He mentioned that many people think that tide play is a blind box. In fact, tide play is IP. In addition to the blind box, there are also collection level toys, including derivatives, such as the periphery of 3C, makeup mirror, kettle, lamp, bag, etc.
For the future development direction of toycity, he said that tide play is a circle economy. A tide play and doll can not meet the needs of all tide play lovers. Different IPs can be linked across borders to form a universe; In addition, trendy play is not just a plastic doll, it should have a higher spiritual core; You can mine the content of IP and make an article from the depth.
[round table forum]
Round table I
brand moat: focus on product strength and create differentiation
How to build a brand moat in the era of diversified traffic platforms? During the discussion, many guests mentioned keywords such as products, technology and users. Anker Innovations Technology Co.Ltd(300866) Wang Shiyuan, general manager of China, first stressed the importance of product and technological innovation. Secondly, he positioned different brands for different categories, "finding a unique positioning in consumer cognition is the second point for brands to form long-term competitiveness and moat."
multi dimensional construction of brand long-term development competitiveness
"Today, especially in the post epidemic era, the concept of consumers is changing. Consumers need more loving and warm products. At the same time, the whole consumption tends to be more rational. In this era, brands should pay more attention to ingenuity, product power, brand power and service power." Yu Ruifen, co-founder and President of Shanghai Laiyifen Co.Ltd(603777) attributed the construction of brand moat to three aspects: continuous brand vitality, quality trust and a group of management teams always willing to innovate and create.
Facing the increasingly fierce market competition, building differentiated brands has become the key to enterprise development. Hu Ziguan, general manager of Wanning China, summarized two ways of brand differentiation competition: the first is to find the blank space of the market, the second is to constantly find the pain points of customers and provide consumers with the scheme of "product + service".
Yan Youchun, chairman of Guangdong Roman Intelligent Technology Co., Ltd., mentioned that in terms of product iteration and brand building, we should build long-term competitiveness from multiple dimensions such as product channels and users. "In our contact with dentists, we found that we should have a scientific understanding, master scientific methods of cleaning and protecting teeth, and develop correct habits, so as to really solve the essential problems. Therefore, when we established the brand, we positioned it as the brand recommended by dentists."
pay attention to the dividends of emerging traffic channels, but invest rationally
At present, China's consumer market is rapidly updated and iterated, and consumer demand is increasingly diversified. "New consumption, new people, new demand and new channels" put forward new development requirements for domestic brands, and the new generation of domestic brands ushered in the era of "Omni channel". Nandu research found that it is the consensus of almost all brands to seize the flow bonus of new channels to create popular models. The guests present generally believed that they would pay attention to emerging channels and traffic dividends, but they would invest rationally.
Wang Shiyuan said frankly, there are some opportunities tiktok and other micro channels. "But in the medium and long term, the dividends of channels will disappear because of competition. So we still focus on product technology iteration and brand building in the minds of consumers." Yan Youchun said that he would pay attention to the flow dividends of various channels and their help to the growth and sales of the brand, and make some rational delivery strategies relatively in line with the brand development according to the flow to help the brand development.
Yu Ruifen is optimistic about the growth of social e-commerce and new e-commerce channels in the future. She believes that this growth reflects consumers' choices and needs, because these platforms bring consumers a lot of pleasure and trust. "I think the best brand should divide its channels into categories. Which channel is the first front and which channel is the second and third front. Do a good job in channel distribution and better embrace it."
Round Table II
guests talked about design innovation: cross border thinking is very important
In the round table discussion session, guests from Guangdong, Hong Kong and Macao Dawan District jewelry designer club chairman Zheng chenmanzhi, Bingquan co-founder and CMO Zhu Qingqing, Zhou Dafu South China general manager Sun Xiaodong, and Liang Weize, general manager of youbixuan science and Technology China brand center, had a heated discussion and exchange on how to "get out of the circle" by virtue of design innovation in the era of selfworth.
cross border thinking helps design breakthrough
The design of many domestic brands has become more and more novel in recent years. Zhu Qingqing said that as a new consumer brand, cross-border design thinking is very important. "For example, our milk tea flavored toothpaste combines milk tea with toothpaste. Only with cross-border thinking can we make a breakthrough in design."
Sun Xiaodong and Zheng chenmanzhi, who are also in the jewelry industry, mentioned that "human emotion" will be more considered in the early design of jewelry, hoping that it is a design with temperature. Sun Xiaodong said: "now the post-90s and even the post-00s have become the main consumer groups. While products are diversified, being able to show personality will be the mainstream in the future. Many personalized customization in the jewelry industry is to intervene in the production process in advance and meet personal feelings."
As for the change of design trend caused by the change of consumer population, Liang Weize frankly said that the design of Siasun Robot&Automation Co.Ltd(300024) industry will give priority to application scenarios, and then user experience. "The design of our industry should use a language closer to the world. It is not against the rules anywhere. We won't do some grandstanding design."
there is no shortage of design talents in Dawan District
Zheng Chen Manzhi, who has lived in the mainland for seven years, loves Chinese traditional culture very much. She believes that designers can get more inspiration from Chinese history and culture. Today's jewelry may also be made by using the previous "ancient method". Good things can be used up to now. Of course, we are also integrating these with the times. "
Zheng Chen Manzhi, chairman of Guangdong Hong Kong Macao Dawan District Jewelry Designer Club
Coincidentally, the four enterprises in this round table discussion grew up in Dawan District, so naturally they pay more attention to the exchange of design talents in Dawan district. Liang Weize and Zheng chenmanzhi both believe that there is no shortage of design talents in Dawan District, but it is worth thinking about how to establish a professional team to operate products efficiently.
Chow Tai Fook has directly established a jewelry Research Institute in Hong Kong to convene young designers from all over the world to communicate regularly. Zhu Qingqing directly put forward expectations for talent exchange in Dawan District: "today's discussion makes me feel that it is very important that design can innovate across borders. In the future, I hope Dawan district can have some cross-border design talent exchanges in different industries and collide with more innovative inspiration."
(Southern Metropolis Daily)
