How Does The Old Chinese Product Open Up To The Next Generation Of Consumers?

If time goes back to the 80s of last century, you may still be a child, many things do not remember, but you must remember a toffee, there is a big white rabbit on the wrapping paper.

If you are a novice, you may tear the thin rice paper in a new way, put it in your mouth, hard, bite again, but be firmly stuck to your teeth.

You bite hard and a mouthful of milk spreads.

Yes, that's the smell, the taste of childhood.

In the age of material shortage, most of the children's memories are related to eating.

Adults are somewhat different. Heroes pen, Liushen Florida Water, Lining and back shoes...

These old goods are booming business and folk memories in the early days of China's economic takeoff.

However, after entering the new century, under the encirclement of the international and the later brands, the domestic goods have lost some sense of existence, and even become the pronoun of the low end and the rustic.

In every household's candy box, the white rabbit gradually gave way to FERRERO ROCHER, the customer and the Oreo.

In the past two years, Chinese goods suddenly changed and got up again.

Old mama and Wangwang had their sweaters out; Lining's old photographs printed the pullovers on the New York fashion week; the six gods and RIO "fit" brought the toilet water cocktail; the cold sour gave out the chafing dish toothpaste.

Such cross border and avant-garde, 70, 80 after still be covered, 90, 00, but shout big love.

The trend of the brain hole is not the biggest, only bigger. Recently, it is the turn of the white rabbit toffee.

This warm old brand of childhood has joined hands with the smell library to produce a perfume of rabbit smell.

When it first started in Tmall, a wave of national memory was set off - "the taste of childhood", "really worried that I could not help drinking"...

Red assault gun challenges the musket.

The centennial of Chinese goods is not only a commercial history, but also concentrates the fate of modern China.

Since the end of the Qing Dynasty, in the voice of saving the nation by industry, the Chinese goods had once blooming in the cracks, and the local brands, such as Guang Sheng hang and hundred antelope, were born familiar to the people.

But the domestic products of that era were untimely and hard to survive in the turmoil of warlords and internal and external troubles. After the industrial revolution, more than 100 years of foreign goods were crushed, and the gap between them was bigger than that of red faced guns.

The fate of Chinese goods is just like what Zhang Jian, a modern industrialist, said at the end of his life.

Luckily, it has been turned and blunted.

At this point, Zhang Jian spent his whole life to build the Dasheng mill, which was on the verge of bankruptcy and was taken over by creditors.

Since then, after decades of industrialization to catch up.

In addition, before the reform and opening up, the external environment of foreign goods competition was lacking.

But this success is not so much about the victory of domestic products, but that consumers at that time had no other choice.

Once the external competition is added, the brand of the old brand is beginning to crumble.

"Those who create this medicine deserve the Nobel prize".

In 2018, the Research Report on the brand development index of the China time honored brand released by the Ali Research Institute showed that one of the main difficulties faced by the time honored brand is that the products are old and lack of creativity, and can not attract young consumers.

Take "Lining" as an example. For the 95 generation and the 00 generation, the first reaction to see Lining is not "gymnastic Prince" but "unfashionable domestic sports brand".

Netizens jokingly call it a "county tyrant" and "lead the county fashion trend". Others say that "going to blind dates will be rejected" and "a bit like school uniforms".

As Lining himself said, "I won the championship last century."

There is a lack of sympathy and bond between this brand and young people.

Nowadays, after 90 years of personality, the demand for commodities is no longer limited to quality. They are willing to pay for the value and creativity of the products.

Ma Ying lung, a century old shop who lived longer than the Qing Dynasty, is also facing this problem.

In recent years, Ma Ying lung has used the hemorrhoids ointment to make a surprise in foreign countries, so that many foreigners who are deeply troubled by chrysanthemum exclaim "the ass is smoking peppermint smoke", "ancient Asian magic", "the person who created this medicine should be awarded the Nobel prize".

The news was sent back to China, and people's hearts were uplifting.

But few people know that in fact, Ma Ying lung also made skin care products, but after a long period of operation, he remained warm.

After all, hemorrhoids ointment brings the brand effect of "China's good bottom" too strong, so it is hard for young consumers to imagine that one day they will wipe Ma Ying lung on his face.

How to make the brand tone younger, and get rid of the wall between the old brand goods and the new generation of consumers, has become the problem of many domestic brands.

Re conquering young people

This problem has been solved by some people.

One important driving force is the Internet and big data.

In February 2018, New York fashion Sunday cat China day, "Lining" chao chao products debut, shocked the fashion circle.

On the day of the show, more than 1000 pairs of show shoes and their Tmall flagship store were robbed 1 minutes on the line.

Young netizens said, "I didn't expect that one day we would be in line to buy Lining."

How to make a dad class brand capture young people, behind the important promoter is Tmall.

The latter, through big data, portraits young users and evaluates their preferences and gives them to Lining designers.

In addition, relying on the huge number of brand resources and users, Tmall plays a role in cross-border products.

The 39 year old Liushen Florida Water and the 88 year old hero pen, respectively, were co operating with RIO, a cocktail brand. The cocktail of toilet water cocktail and heroic ink was introduced. The large size of the brain hole caused many consumers to scream.

The birth of rabbit perfume is also a similar pattern.

Through big data, Tmall finds that most of the consumers of smell library are young people after 90. They like to hunt for novelty and taste, and they are more and more keen on buying domestic products.

If they can create new fragrance products that are full of Chinese unique feelings, they are willing to pay the bill.

Ma Ying lung is a joint venture with the Road shop and launched the war pox kit.

After the launch of Tmall, the number of visitors per week exceeded 10 times, and the weekly turnover volume exceeded 50 times. The average conversion rate of the joint account was 4 times that of normal.

Finally, the impossible task of "putting Ma Ying lung on his face" has been realized.

What's more, the kindly old mama unexpectedly worked with the sexy men's clothing to launch a joint custom product, and the young consumers were shocked to lose their chin.

Through the big data of the Internet, these old Chinese goods, which have a long history, have changed to the forefront of the tide.

Nowadays, there are not many domestic products on hand, so I am embarrassed to say that they are Chaozhou people.

As Cai Yudong, deputy director of the Department of e-commerce and information technology of the Ministry of Commerce, said, "at present, China's per capita GDP exceeds US $9000, and China's own brand will usher in a great explosion."

Domestic goods have become the fertile land of new commerce, attracting giants such as Alibaba to participate in deep ploughing.

Ali said in its new national product plan released in May 8th that it will create 200 domestic brands that sell over 1 billion in the future, and help 200 old brands sell over 100 million annually.

Commercial power, new technology and platform's continuous empowerment of big data have brought "phenomenal" revival to domestic products.

In less than a month after Tmall 618, Chinese products handed out stunning pcripts.

The first day (June 1st), first hours, volume broke into the "billion club" brand, more than half of China's products, and apple, Nike, Lancome and other international brands shoulder to shoulder.

All these, Zhang Qian probably did not think of it 100 years ago.