What Is China'S Brand Name?

According to the world clothing shoes and hats net,

The rest of the carnival remained warm, looking up at the calendar, "double 12" has entered the countdown, just emptied.

The car, unknowingly, hoarding its posture to welcome the wave of consumption at the end of the year.

When 90 and 00 become the main consumers of consumption, the connotation of "consumption upgrading" is constantly refreshed, and the young "chopping party" that does not take the usual road of "the older generation" is also constantly upgrading its consumption concept.

"After 90 and 00, the sensitivity of the international brand has been reduced. Now many domestic products are at the top end.

Consumers are more and more popular.

Liu Lihua, a senior data analyst at the first financial and business data center (CBNData), based on the data of Alibaba, made a comprehensive analysis of the consumption upgrading in recent years, and found that quality, health and customization have become the common pursuit of young consumers.

Domestic products are more important than quality? Quality is more important.

In recent years, with outbound travel warming, tourism consumption and buying and selling enthusiasm are rising.

"The consumption of the world is getting more and more flat," Liu Lihua, senior data analyst at the first financial business data center, pointed out that CBNData's earlier report on import consumption insight showed that 2014's import consumption has also changed since the beginning of the year: the country of origin is more diversified, and the channels for consumers to buy imported products are more and more.

Photo source: CBNData import consumption insight Report

There are more and more ways for us to get international goods. Is the international brand the first choice for consumers?

We found that in this year's Tmall double 11 beauty brand sales list, the local brand performance is very bright: in the 18 cosmetic brands that sell hundreds of millions of sales, local brands occupy 8.

Among them, the gazelle won three consecutive titles with 294 million sales, and CHCEDO took the place of L'OREAL, ranking second. Its sales exceeded Lancome, Estee Lauder, SK II and other foreign brands.

The phenomenon of "counterattack of domestic products" seems to have begun to emerge in the field of cosmetics.

"Now we choose commodities and pay more attention to whether the products can meet the requirements of" cost-effective ".

At the same time, after 90 and 00, the sensitivity of the international brand has been reduced. They were exposed to the big international cards earlier than 70 and 80.

Therefore, they pay more attention to the products themselves, and if they are good enough, they will choose domestic products.

Liu Lihua, taking baby care products as an example, shows that the coverage of domestic products is rising.

CBNData's previously released "upgrading from consumption to brand upgrading - Tmall 618 business strength report" shows that 2014-2016 brands of baby products are increasing year by year in comparison with different country brand customer coverage, although 14 and 15 are behind European and American brands, but in the past 16 years, they have achieved a high turnover rate.

Photo source: CBNData "upgrading from consumption to brand upgrading - Tmall 618 business strength report"

In addition, in the "double 11" node, the share of high-end goods in Chinese goods is also increasing.

In furniture, clothing, furniture, building materials, and home appliances, domestic goods account for more than half of the market.

Photo source: CBNData "upgrading from consumption to brand upgrading - Tmall 618 business strength report"

The results of the data seem to be different from our stereotyped impression that "domestic products are not as good as foreign goods". It seems that consumers tend to be rational in their pursuit of quality, return to the core demand of quality, and are more willing to pay for quality itself, rather than country or big brands.

What does "net red" start brand rely on? Healthy!

Besides consumer goods, the upgrading of quality consumption should also focus on the health of eating.

CBNData "upgrading from consumption to brand upgrading - Tmall 618 business strength report" shows that "scattered, natural, organic" in food has gradually become a standard, sales of grain feed products have increased by 569%, grass feed products sales have increased by 187%, and the number of scattered commodity searches has increased by 199%.

On the 2014-2016 year, the growth of family related consumer goods in family scenes was 3.4 times the overall growth rate of family scenario consumption.

Photo source: CBNData "upgrading from consumption to brand upgrading - Tmall 618 business strength report"

CBNData "2017 Shanghai consumer new high data insight" also shows that from the consumption structure of 90 consumers in Shanghai, snacks accounted for a decrease year by year, on the contrary, a more healthy proportion of aquatic meat and vegetables continued to increase.

In addition, the awareness of buying health care products is higher than that of the whole population, and the amount of health care products purchased per capita has increased by 17% over the past two years.

Among them, fitness related protein powder preference is the highest, followed by endocrine regulating and cosmetic effects of health products.

Consumers are becoming more and more important to health, and have made many "net red" entrepreneurial brands. Their commonality is to make healthy iteration on the basis of their original products.

"Since the same kind of commodities are mostly industrialized products, the assurance of raw materials and quality control is bound to be weaker if we want to ensure the operation of the fast assembly line.

One of the most important points of moving the red brand of the entrepreneurial network like Lok Chun or Guan Cha is the concern for health and natural raw materials.

According to Liu Lihua analysis, many young consumers are different from their parents. They began to focus on tea or health products very early.

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Customizing is no longer rare and goes to "everyone's age"

In addition to being better and better, they did not lose their individuality after 90 or 00.

Take the clothing industry as an example, the fast fashion brands such as Zara and HM, which were popular before, have been greatly diminished in the past two years.

In the field of beauty, some international brands are also hard to attract young consumers.

The smaller COSCO brands in Europe and America, or the brand of organic essential oils and the brand of medical beauty, become "fragrant cakes and pastry".

"The challenge of standardized products is gradually losing the market, and the growing popularity of originality and customization has become the consensus of consumers and businesses."

Liu Lihua introduces, CBNData "2017 network fashionable consumption trend report" shows that since 2014, the sale of customized products online has been greatly improved, and has penetrated into the category of small audiences, such as jewelry bags, make-up, accessories, underwear and so on.

"Everyone will have a higher preference for something different."

From "buy more" to "buy well" and "buy the only one", the consumption concept of the "chopped hands party" has been "iterated" in the upgrading of consumption patterns and the updating of business models.

Liu Lihua admitted that the most fundamental reason for the upgrading of consumption is the change in the consumption structure of young users.

CBNData "Tmall queens Festival quality life report" shows that after 80, 90% of the categories of consumption increased in 2016, the highest ranking is home decoration, skin care, tea, health products, tourism, and 60 after 70 consumption structure is completely different.

"The key to business upgrading now is to have a fundamental understanding of the younger generation's lifestyle."

She pointed out that "if you know how these consumers live and what problems to solve, this is the direction you should upgrade."

Photo source: CBNData Tmall Queen's quality life report

Through continuous attention to the field of consumption, a series of CBNData studies have found that the trend of consumption upgrading is more and more obvious.

Consumers have more and more pursuits for quality and health. The development of science and technology is constantly permeating in the field of consumption, and the popularity of originality and customization is showing that consumption will play an increasingly important role in the coming period. Consumption upgrading will also subvert and reconstruct the entire consumption field in a certain way.

In December 20th, the first financial data ceremony of the future mania Qu, hosted by the first financial and first financial business data center (CBNData), will be held in Beijing.

CBNData, together with more than 30 Internet Co jointly released the "2017 China Internet consumption ecology big data report", will interpret the consumption concept, business model and business form upgrading from data angle, and reveal the consumption environment of China's Internet consumption in a comprehensive way.

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