Domestic Goods Are Saved: Half Of The Seawater Is Half Flame.

When the weird T platform frequently sprout up all kinds of Lining and Anta, looking back at the brands, they have already been dormant to peep and wait for action. Perhaps it is not the habit of the "catfish" muddy market at the end of the season, but perhaps it is not willing to look forward to it. In a word, the era of long finished Chinese goods is no longer satisfied with the status quo.

In the early September, New York fashion week launched two Chinese theme exhibitions, attracting countless classic brands in China. According to "ornate ambition", domestic fashion brands account for nearly 1/4 of the nearly 100 fashion shows this season.

However, looking at it, fashion week is no longer purely a traditional clothing brand territory. It is reported that the red star will make its avant-garde costumes, and the white rabbit tries to "mirror" in a joint way. This is not the appearance of Chinese brands in the fashion week. Before the spring and summer fashion week in New York, Yunnan famous brands such as Baiyao, Lao Gan Ma, Kang Shifu and other famous brands have launched the trend toward Wei Yi and entered the fashion week at one fell swoop.

We know very well from perfume to sweater, from lipstick to sneakers. Whether they are their own mainstream battlefields, the traditional brands of domestic products are all in the same breath. The way of "not observing our duties" seems absurd and unruly, but in fact, it is accompanied by heartache and mind.

Chinese goods have been abandoned by the market for a long time. Forced to embark on a hard and long journey of self rescue.

Magic realism in the market generation gap

From the age distribution of mobile consumers, 90% of people under 25 accounted for 22.3% of the proportion of consumers. According to Tmall official data, the younger generation is the main force of Internet consumption, and the proportion of people under 24 years old is 47.23%.

As a result, some consumers lamented that the traditional brand of "Lian Po Lao" was gradually out of touch with the mainstream of the market. Compared with being abandoned by crowded market, it seems to be the biggest pain for old brands. In 2018, the Research Report on "brand development index of China time honored brand" released by Ali Research Institute pointed out that one of the main difficulties faced by traditional brands is that products are old and lack of creativity, and can not attract young consumers.

On the other hand, the prosperity of "her economy" has brought the traditional beauty brand to a glimmer of vitality. It is reported that in 2018, China's make-up market share, the top twenty brands, domestic brands (Carslan, Mary de Jia, Han beam, Lan Se) accounted for 1/5. Not optimistic, although the result is glorious. In addition, some of the niche brands such as perfect diary, Mei Kang Dai Dai and other brands have sprung up in the "marketing world" environment. Last year, 99 Tmall promoted, the perfect diary sales in the field of beauty makeup reached the highest.

The beauty of the cosmetic brand has been the great glory of the surface of the brand. In the final analysis, it is my territory that I decide.

However, it is quite dramatic that under the drive of market winds, a series of "demons and ghosts" have been spawned. Looking at domestic youth to the market, big brands or excessive numbers, or the end of the scene, the scene is wonderful and chaotic, can be called an epic of magic realism.

In August of this year, the 999 dermatitis, which has been banter by netizens as "Dior 999 straight male substitute", was announced by micro-blog when it announced the launch of a series of lipsticks, which made people laugh and cry. At the same time, the number of hot topic searches was as high as 270 million. Coincidentally, Ma Ying lung, the chief drug for hemorrhoids, had rubbed the heat of lipstick in July of this year. At present, the topic of "Ma Ying Long lipstick" has reached 26 million 418 thousand, while "Ma Ying lung" has only 5 million 428 thousand of its reading volume.

A few more years ago, Luzhou Laojiao has launched perfume, and the white rabbit has swept all kinds of joint names. It seems that the old people wear hip-hop clothes. However, none of them are interested in their own products.

It is true that in this absurd Magic game, the new product has laid a younger coat for the traditional brand, and has naturally entered the mainstream of consumption. But with the gradual expansion of the Z era, the market generation gap will be wider and wider. Without any need, it will be the biggest crisis of domestic products.

　　 Behind the sea is not just glory.

Seeing that many brands of Chinese goods are in glory at home, they seem to be the best choice. From Lao Mama to Wei long, the popularity abroad is no less than domestic.

In September 2018, John Sinan, a famous American film star, released a video of "old mama" and "west blue flower" in micro-blog. Lao Mama has become one of the most important symbols of China's overseas affairs, and even established the old godmother jury in Facebook.

It is reported that the price of a bottle of Lao Ma Ma in China is 8~11 yuan, and the price abroad is 4~10 dollars. Even many foreigners regard Tao Bihua, the founder of Lao mama, as the "goddess of China". The fame is comparable to that of Gong Li Zhang Ziyi.

However, the so-called "light of domestic goods" is far from being so relaxed. The bright side is likely to be dangerous. Over the past two years, news about Lao Mama's head of the Yi family and the decline in quality of raw materials have led to an endless stream of news that has been seriously affected by sales in China. According to the brand network statistics, in 2019, the old mama's first quarter sales volume continued to decline, sales in April declined by about 20%.

In addition, many domestic Internet chilli sauce brand momentum is more and more fierce, plus star entry, consumer's eyes gradually shifted, the giant effect weakened. For the old godmother, the overseas market is the best blue ocean.

In the spring and summer of 2018 in New York fashion week, the old godmother kept up with the trend and launched a series of sweater to explode overseas. Then, the flagship store in Tmall pursued the "99 bottles of old mama +OC customized sweater set price 1288 yuan, 1999 yuan to send OC custom sweater, 999 yuan to send OC custom Apron" and other promotional activities. Sales rose by 20%.

Obviously, the old godmother went out to sea not only to win glory for the country, but also to "save herself by curves", which is a helpless situation forced by the situation.

On the one hand, in order to create the classic brand of domestic products, on the other hand, it is to expand sales channels and occupy more market share. Admittedly, capitalists are good at manipulating the mentality of consumers, and patriotism will be used if they are not careful. When the old gold plated gold became "the light of domestic products", more and more brands of domestic products were eager to embark on this glorious road.

In 2017, double eleven, Jingdong launched the "China brand embrace the sea plan", including the United States, millet, SUPOR, Vinda, cotton era, seven wolves, Lining, including more than 200 Chinese brands, Jingdong channel to sea. Recently, eBay announced the launch of the "lighthouse plan" for the Chinese brand to sea.

Because of this, in the near future, Chinese goods are going away for half a lifetime, and eventually they will return to the same destination.

　　 From manufacturing power to parity

As early as 2010, China's manufacturing industry accounted for 18.9% of the global total. It surpassed the United States (18.2%) at one stroke, becoming the world's largest manufacturing power, and in 2012, the share was 20%. Whether it's a small commodity city or a large-scale industrial base, the manufacturing industry with a large base in China can be seen.

When the army of fried shoes keeps on coming, countless shoe lovers are discoloration of the two words "Putian". Putian's manufacturing technology should not be underestimated by throwing away the curing bias. Prior to that, the official said that the Triple S foundry was moved from Italy to Putian, China. In 2011, Prada was invested in the "leather product of the era" of Prada's Chinese luggage manufacturer. In 2007, Burberry switched off the factory in Welsh, England, and moved the production line to China.

I do not know at that time, even if it is luxury brand, China's manufacturing has a place in the foreign market. But looking back at home, I do not know that confidence in domestic products is not large, or in order to better speed up marketing. In short, Chinese goods have generally come up with a new label in recent years: parity alternatives.

When a group of KOL in front of the camera advertised the replacement of a certain brand in a big name, the disadvantages of the national development chain were also exposed to the spotlight.

The first thing to do is to rely heavily on marketing. In many cases, "parity substitution" is not an affirmation of the quality of domestic products, but a glorified marketing word. Jia Xue's essence is known as the "SK2 immortal water" parity replacement, even the names are all the same; the perfect diary's Lipstick frequently "hits the color" many kinds of big cards. In the little red book, such as "a few big parity instead of the national goods, help you save 1 hundred million!", "these good use of domestic goods, change the United States do not eat soil!" and other marketing notes.

Secondly, to some extent, the substitution of parity means that domestic products are still in a weak position in brand building. When it comes to the makeup market, when the foreign brands such as Han makeup and Japanese makeup and even Thai makeup are everywhere in China, the local products are still in the downstream market, let alone the high-end market such as electronic products.

The head of vip.com once said: international brand construction is much more mature than domestic. Brand attribute causes consumers to be inclined to international brand in psychology. Data show that: ranked first in the domestic make-up market share, five consecutive years are the United States brand Maybelline, in 2018 its market share was 11.3%.

In addition, from a certain perspective, whether it is brand or consumer, it is a concealed inferiority that is used to pack the national goods into the "parity substitution" of XX.

Once, the Japanese made from brilliant to decline, the most tragic thing is forgotten by the public. Now, for China's manufacturing, the saddest part is deep-rooted self doubt.