Grasp the latest trends of new consumer companies and gain insight into the new consumption trend of “generation Z”.
The strong rise of “generation Z” has led to a wave of new economic trends, and derived new consumption patterns such as online Red economy, home economy, other economy and selfie economy. In order to further grasp the latest trends of new consumer companies and gain insight into the new consumption trend of “generation Z”. The weekly newsletter of “tide economy” launched by the team of 21st century innovation capital research institute aims to sort out key newsletters such as recent new consumption, trend life and consumption derived economic models. Welcome to pay attention to the latest events of “tide economy” with us!
one week “red” event
Special purchases for the Spring Festival special purchases for the Spring Festival, 1, jitter, electricity supplier, tiktok, and other products: 3 million times a year,
Tiktok tiktok, special purchases for the Spring Festival, was released on 20 July. The 2022 “annual report on the sound of good things” shows that in from January 1st to 16th, the cooperation between the voice and electricity providers and 23 provinces (autonomous regions and municipalities) of the whole country led to 3 million 19 thousand sales of good local products. Among them, Guangxi snail powder, Xinjiang cheese, Henan stewed noodles, Hubei hot and dry noodles, Inner Mongolia sunflower seeds and melon seeds are the most popular commodities in the special session.
“Tide” comment: the development of regional industries is the key work of the government. Combined with relevant platforms, regional industries can be better promoted, increase the audience and get better benefits at the same time.
2. Pinduoduo joined hands with more than 100 domestic brands to launch the “2022 Duoduo new national tide” action
On January 15, pinduoduo announced the official launch of the “2022 Duoduo new national tide” action, jointly launching the “new national tide consumption season” in the first quarter with more than 100 domestic brands such as Carpenter Tan, Shanghai Jahwa United Co.Ltd(600315) , LiBai, JUNLEBAO, Galanz, Jason Furniture (Hangzhou) Co.Ltd(603816) , hongxingerke and Midea.
It is reported that the “2022 duoxinguochao” action will take “quality Guochao, a better life” as the concept, and aims to further give play to the advantages of the platform’s most consumers and digital technology, continue to promote new domestic goods and new Guochao directly connected with new consumption, and help China’s real economy.
“Tide” comment: in the past two years, Guochao has got a better development space driven by the development of science and technology and the overall cultural confidence. According to relevant data, in 2021, consumers paid three times more attention to the national trend than foreign brands. In this case, the rapid development of the national tide will better promote the internal circulation of China’s economy.
3 “Yuan universe” has been written into the government work reports of Wuhan, Hefei and Xuhui District of Shanghai
It is understood that at present, the governments of Wuhan, Hefei and Xuhui District of Shanghai have joined the overall development path of yuancosmos in the work report. Previously, Zhejiang, Wuxi and other provinces and cities have also defined the development direction of yuancosmos in relevant industrial planning, and Beijing, Shenzhen, Guangzhou, Hangzhou and other cities have also followed suit. Strengthening the forward-looking research and development of underlying core technologies and promoting the in-depth application of meta universe technology in many fields have become the focus.
“Tide” comment: more and more cities write meta universe into the work report, which means that meta universe has attracted the attention of local governments. At the same time, under the supervision of the government, the supervision of the overall virtual asset speculation is expected to be stricter.
4. Oppo shows “signal power supply, farewell to battery” technology
On the 20th, oppo Research Institute released the white paper “zero power communication”, pointing out that the zero power communication terminal has the characteristics of no battery, very small size, ultra-low power consumption and ultra-low cost, which can effectively reduce the maintenance cost and pollution hazards of current micro electronic products. At present, oppo has successfully built a zero power communication system and completed the principle verification of zero power communication technology.
“Chao” comment: the research and development of zero power communication system is undoubtedly an important step for the future development of the whole industry. It can reduce the volume and battery, achieve ultra-low cost construction, and achieve the right combination of environmental protection and cost maintenance.
5. Taobao released the 2022 live broadcast incentive plan to provide cash incentives and support to the middle waist and new talent
The 2022 incentive plan for Taobao live broadcast is roughly divided into three parts: first, after the new anchor meets certain requirements, he will receive a one-time cash incentive issued by the platform; 2、 The new anchor will also receive a one-time cash incentive after completing a certain retention task; 3、 For MCN institutions, institutions with high number and quality of new anchors can also be superimposed with annual frame incentive.
“Tide” comment: after the live broadcast e-commerce industry tends to be stable, it has become a general knowledge to support the middle waist and new anchors and avoid betting. In this context, the live broadcast e-commerce industry will become more diversified and more competitive.
one week “black” event
1. The Group car responded that all employees were waiting for jobs and only paid a minimum wage of 2000 yuan
According to media reports, people familiar with the matter said that the performance bonus of the Group car was not paid in the second half of last year. After December 30, all the staff were waiting at home, only the minimum wage of 2000 yuan / month was given, and the time of resumption of work was uncertain. In this regard, the relevant person in charge of Tuan Che network responded: “the offline auto show business has been suspended since January and will resume immediately after the epidemic situation is alleviated.” Previously, Li Xiang, CEO of ideal automobile, bombarded Wen Wei, CEO of Tuan automobile, to “refresh the bottom line of entrepreneurs”, who responded that he would be invited to attend the first press conference.
“Tide” comment: the epidemic has a certain impact on most enterprises, but this can not be a reason for enterprises to squeeze employees to ensure income. For employee welfare, enterprises still need to be responsible for this group with a responsible attitude.
2. H & M was fined 130000 for inferior clothing sunglasses
According to the official website of Shanghai market supervision and Administration Bureau, recently, Haines Morris (Shanghai) Commercial Co., Ltd., an affiliated company of H & M, was confiscated of 8646 yuan of illegal income and fined 137768.6 yuan for its production and sales of inferior clothing and sunglasses.
“Tide” comment: the overall quality of enterprise products not only relates to the rights and interests of consumers, but also affects the overall consumption experience of consumers. Enterprises cannot make products with the mentality of “earning everything”.
3. Xiaohongshu sued four “writing and issuing” agencies for 10 million yuan
Xiaohongshu announced that it had filed a lawsuit against four notification platforms and MCN institutions, including micro media announcement, Chengbao and Nanjing mussel, saying that these institutions were engaged in the business of “writing and issuing” false grass planting notes, helping merchants and bloggers to promote falsely, causing harm to the platform and damaging the legitimate rights and interests of users, and claimed 10 million yuan for the treatment of false grass planting.
“Tide” comment: the function of grass planting notes is to enable consumers to choose and understand through the user’s experience, not a tool for some businesses to hype and false promotion.
4. Ding Dong was fined 380000 for exceeding the standard of harmful substances in buying vegetable bream
Qixinbao app shows that recently, Shanghai one hundred meter network technology Co., Ltd., an affiliated company of dingdong shopping, was fined about 388800 yuan by Shanghai Pudong New Area market supervision and Administration for producing and operating foods with excessive content of hazardous substances. The specific reason is that the sampling inspection result of bream in its front bin is that the content of “enrofloxacin” is unqualified.
“Tide” comments: consumers buy vegetables on the platform. In addition to convenience, they trust the platform to produce more. The quality of products still needs to be strictly inspected, otherwise it will only reduce consumers’ confidence in the platform.
5, Kwai live products failed to pass the sampling rate of 50%, fast hand red book and other problems also exist
Shanghai municipal market supervision and Administration recently conducted a sampling inspection of six categories of commodities sold on 9 e-commerce live broadcasting platforms, including infant clothing, adult clothing, clothing accessories, shoes, bags and bedding. The results showed that among 113 batches of samples, 22 batches were unqualified, with a failure rate of 19.5%, of which the sampling failure rate of obtained products was 50%; The rate of sampling failure of fast hand was 40%, and the rejection rate of Kwai Hung’s book was 28.6%.
“Tide” comment: Although the live broadcast e-commerce industry has tended to be improved, there are still a few problems. Testing products is not just the responsibility of government departments. I hope relevant platforms can provide business sales platforms and protect consumers’ rights and interests at the same time.
