Hot Return! The New Journey Of Chinese Brand: Z Generation Topic, Face Value Design, Cross Border Marketing...

From Lining to Yunnan Baiyao, from the back of the shoe to the skin care product of the hundred antelope, from the big white rabbit to the Shanghai daily chemical brand, the national product brand involves all aspects of people's life, whether it is a century old classic brand always inherit the classics, or the Chinese brand cross boundary marketing is renewed vitality, or rely on technological innovation to lead the trend. All of them show that the strength of Chinese domestic brands is "returning" and become a new "net red" that is loved by consumers.

Recently, the Jingdong released the 2019 white paper on domestic goods. Data show that the volume of domestic fashion products this year is the highest in the past three years, up 238% over the same period last year. According to the rebate data, cosmetics, skin care products, clothing and footwear constitute the three largest categories of domestic brand sales, contributing more than 85.98% of sales, accounting for 32.83%, 25.2% and 27.95% respectively.

In addition, with the large group of Z generation growing into the main force of new consumption, most of these people have a good educational background and have certain economic foundation. When buying goods, they tend to have quality personality, high value and connotations, as long as they are the most suitable for their own products, not the price.

At the same time, with the return of traditional Chinese culture to the public, it has paid more attention to the excavation and promotion of traditional cultural values.

All these can force the brand to continuously strengthen technological innovation to improve product quality, and innovate comprehensively from brand concept, management, operation, product, marketing and other aspects, so as to fit the needs of individuation and quality of young consumers.

1, conform to the younger consumption trend, combine the "tide" elements, technology and so on to launch new products.

Many domestic brands are famous for their high cost performance, but they often possess excellent quality to form good word of mouth marketing among consumers. In addition, they conform to the trend of brand younger development, penetrate into the needs of contemporary young consumers, let brands and products change "tide", and integrate modern technology forces, so that brands can renew their youthful vitality, which can also inspire their brand building and market development.

One hundred years of research and development of Yunnan Baiyao, which is the first domestic product of Japan's Baiyao research and development, has landed in Japan for over 10 years. The product has been deposited for more than four years. NEX technology has been applied to the forefront of scientific research in biology, dermatology and medicine. It has been controlled by products above the industry standard. Combining the whole plant skin care concept with modern scientific research, it has laid the foundation for the global brand value chain. In product packaging, in October this year, Cartire and Cartire designer William Rigoulet cooperate with the new packaging to extract the whole plant film, landing in the world's top art palace Paris Art Center.

Wangwang combined with Tmall's "national tide" has launched a set of 56 national canisters with national characteristics, which has created a "most dazzling national wind". In its theme exhibition of "not playing full play" in Shanghai century Hui, there are also exhibits on this series, which enhance the interaction between consumers and consumers through immersion experience, and enhance consumer awareness of the brand and brand reputation.

Jianlibao has become a national product and its quality and brand new packaging are closely related. Jianlibao complies with the needs of the times, has its own factory and introduces advanced technology and equipment, constantly develops and designs simple and fashionable packaging products, attracts more consumers by appearance and packaging design, and responds to the tide of Chinese goods, introducing three kinds of special cultural jar packaging, namely, "Koi body protection", "trick Panda" and "made in China", and works with the the Imperial Palace museum to launch the new packaging product of Xianglong Naji jar.

2, pay attention to consumption experience and use product quality to "speak".

Chinese young people in the digital age are more inclined to improve their quality of life and willing to pay for fun and experience. They focus on product quality and pay more attention to the actual experience of products. And following the market rules, this also requires that Chinese brands should return to the products and speak with good products so as to attract consumers, so that they can have a better foothold in the market.

For example, in 1931 the Republic of China, the makeup brand, the gazelle, adjusted the product line in time through insight into the changes in the consumer population. For example, the launch of a cooperative gift box for the post-90s crowd, the launch of a cooperative gift box for the quality users, and even being sent to the leaders of African countries as a gift to the state.

Yu Fang Fang pays great attention to product quality and user experience. They are willing to invest in raw materials and invest in products worldwide. But at the same time, in order to ensure the price advantage, we should minimize gross margin and ensure the output of cost-effective products.

After years of trying, Lining chose to build products under the Chinese wind and transform the original intention of the product design into "Chinese culture + sports perspective + trend." While enhancing the product's "color value", it is also maintaining its consistent quality and stands out in many sports "tide cards".

By fully understanding the market trend and young people's preferences, Huili innovates in the use of creative design and new materials, in line with the aesthetic standards of modern young consumers. A series of new products have been developed while preserving the classic style. For example, in 2018, "back to the sky" and "ineffective resistance" canvas shoes were launched, which were welcomed by many consumers.

3, content marketing leads to high customer conversion rate.

In the era of content being king, more and more enterprises began to change traditional marketing methods. It is also a matter for us to consider the combination of commodities and contents, and transform them into brand values, build a closed loop of content, brand, commodity and passenger consumption, and cultivate the long-term relationship between consumers and brands.

Taking the mirror of the social Park as a mirror, the H5 advertisement "1931" is an example. In the way of marketing, through the way of "Internet thinking + old goods + good design + new media", it brings new opportunities to the marketing of domestic old brands, and finally achieves over 30 million reading volume, and brings the super high customer conversion rate to the hundreds of gazelles, and also makes the old brand of China's new century old brand image.

Wang Laoji, who has been a hundred years old, has built up a young brand upgrading strategy in recent years. So he selected popular stars such as Dongyu Zhou and Zhang Yixing as brand spokesmen and put them on a large scale in the subway, shopping malls and stations. In addition, the brand was implanted in films and TV shows, such as the "entrepreneurial age" and "this is singing and singing season", etc., but in different ways, it constantly appears in the eyes of consumers and deepens consumers' impression of the brand.

Huili creates a fashion culture in product positioning. By creating IP, it exports its concept of "fashion and price independent" to consumers, and the comeback of Huili is closely related to its brand marketing, which mainly includes celebrity endorsement, entertainment marketing and tide brand design, so that young people can understand the history of Hui Li and understand the culture of Hui Li.

999 Pi Yan Ping sent a WeChat tweezers on "Tanabata want to send gifts, 999 matches?" thus commenting on the activities of the district theater giving rouge to arouse the curiosity of consumers, and then the social theater video with the theme of "999 dermatitis and flat love not to itch" was sent out. The video used three small stories about the three bad lipsticks chosen by the bad girl. They were 999 dermatitis, flat crane red top, sunset red and enough Tan, and also passed their different values through these three lipsticks. Lipstick was not only a cosmetic product, but also a symbol of individuality and emotion, which undoubtedly deepened the impression of consumers. On the seventh day of August 7, 2019,

4, multi channel innovation to escort sales volume.

Consumption upgrading brings users further subdivision, requiring brands to continue to innovate their content marketing, giving the channel more responsibility for the diversification and reorganization of brands and products. The brand must stand at a new height, reshape its channel planning, and bring more possibilities to its brand communication.

The way of channel operation of the old Chinese products represented by Quanjude is commendable. Since the founding of Quanjude Group in 1993, the system has been reformed. First of all, the system of parent subsidiary company has been realized, and the modern enterprise system has been initially established. In order to adapt to the market, Quanjude set up a distribution management center in the 90s of last century. The duck used in the store was uniformly distributed by the distribution center, after the centralized processing, the product was distributed uniformly, thus ensuring the taste of the product and ensuring the quality of the goods.

Back in June 2012, Tmall settled in Tmall and began to develop its electricity business development capability. By 2018, Tmall flagship store sales exceeded 200 million, proving its correctness of channel selection. In addition, the company also adopted the dual wheel drive mode of "terminal direct supply platform + electricity supplier platform" on the basis of expanding the business of e-commerce. For example, the force authorized dealer takes the whole chain from design, production to terminal operation. Besides the 14 long line products of the classic design, the offline and online flagship stores can develop products with different characteristics according to their different needs. The use of this model can fully mobilize the enthusiasm of dealers, on the other hand, it also improves the capability of innovation and the market's ability to resist risks.

Lining has been exploring multi-channel sales mode. In the physical stores, since 2016, Li Ning Co has shut down many small shops that have been losing money, breaking up the original store mode, but this mode makes Lining Direct stores more than 1500, which is five times 10 years ago. In terms of electricity providers, Tmall and Lining will conduct new retail cooperation. Lining will open the trend of new shop Nuggets "after 90", and this year, Lining is expected to fully open the store under the line with its Tmall flagship store. According to its announcement, in 2018, Lining's sales revenue continued to rise in the electricity business, accounting for 21.1% of total revenue, up 2.3 percentage points over the same period last year. At the same time, Lining is good at using various overseas resources, through various sponsorship overseas events, overseas athletes and other operations, the brand overseas exposure, increase popularity.

5, theme exhibitions, flash shops and other offline new ways of marketing, Bo eyeball.

The new marketing mode under the line of flash shop, theme exhibition and so on can not only quickly focus on customer participation, close contact with products, but also create a momentum for the product, because it has the marketing elements of scene feeling, experience, innovation, interest and so on.

In November 1, 2019, Wangwang joined hands with the 8 largest brand in the Shanghai century Hui square to hold the theme exhibition of "not playing all the fun". Through the full sensory immersion interaction, it shows the gorgeous and futuristic "all the world" to the consumers. The exhibition area is composed of 7 distinctive spaces, such as "Babby Mama", "FixBody", "spicy man" space, Lang Wei Xian, Bond, QueenAlice, etc., showing Wangwang's brand and its product characteristics in the theme exhibition design. On the one hand, it can display the diversity and richness of the Wangwang brand, and also provide the full sensory immersion experience for consumption.

September 28, 2019 -10 27, the GODIVA& rabbit ice cream shop landed in Shenzhen Vientiane world (opening time: 2017-09-27, has signed 292 brands), flash shop can be seen everywhere in the shape of the white rabbit, the classic red, white and blue tricolor, let consumers seconds back to childhood. In addition, there are very popular white rabbit X Maxam lipstick, white rabbit type and candy pillow, white rabbit canvas bag, fridge sticker, white rabbit enamel cup and other net red peripheral products, as well as the huge gift of the elegant rabbit's 60th anniversary gift boxes of candy. In addition, the rabbit also joined hands with GODIVA Song Di fan to bring the new ice Rabbit series, combining the traditional Belgium production technology with the national milk candy, and bringing a pleasant surprise to Chinese consumers through innovative taste.

In December this year, an immersive exhibition with the theme of "hops" was officially launched in the Tsingtao Brewery Museum. The exhibition is based on the theme of "flowers for wine". The exhibition is divided into six major exhibition areas: "exploring flowers and finding sources", "knowing flowers and investigating secrets", "hundred flowers vie for beauty", "flower design and renovation", "hops and cultural products exhibition" and so on. The combination of interest, science and interaction will arouse the curiosity of consumers and attract them to come and explore it.

6, do not follow the set pattern of cross border marketing of domestic goods to obtain ultra high flow.

"No cross border, no marketing", some brands of Chinese goods often break the boundaries by surprise, but they have gained more than the conventional consumer recognition and market effect. "Domestic goods" and "cross-border" do not follow the routine of creativity and imagination, so that they can break through the encirclement and suppression of a large number of international brands, and firmly attract the curiosity of most young people, so as to get high popularity and heat.

For example, in August this year, the domestic beauty brand Yuesai and the cross-border cooperation of the national culture IP Xinhua Dictionary, for example, launched the mini chain bag, combined the beauty makeup with Chinese characters, skillfully applied the new Chinese aesthetics to brand marketing, conveyed the attitude of "starting with Chinese characters, explaining the beauty of Chinese women's power in the new era", and also a brand new exploration under the background of "national tide". It is worth noting that this is the first external authorization of Xinhua Dictionary as the national IP.

In September of last year, a combination of Maxam and toffee crossed the border with a sugar Cream Lip Balm. The main ingredient of this lip balm is shea butter, olive oil and other food grade plant essence. In addition, it is specially integrated into the essence of milk, deep moisturizing lips, but also brings the classic flavor of white rabbit milk candy. In September 20th last year, 920 sets of two sets of products were first sold in Maxam Tmall flagship store, which was emptied by one second. As of last year's double 11 data, the cross border lipstick has sold over 100 thousand. The cross border joint Maxam made Lip Balm not only further enhanced the brand value and reputation of both sides, but also further stimulated brand vitality and creativity.

In October 2018, the crossing of the king's deer and the hi tea brought the "Chi Zhi bus" to the flash shop and was named "magpie line". This line is divided into five sites: Chi Chi bus platform, Axi tea house, magpie photo studio and so on. It creates a unique brand experience for consumers through a rich sense of retro scene.

Jianlibao, known as "China's magic water", joined the the Imperial Palace Museum in December 9th to launch the first literary creation, "Xianglong Naji jar". The image design takes the Dragon paws of Qianlong emperor as the inspiration of the the Imperial Palace collection, and extracts the Xiang Longwen as the main vision of the product, supplemented by the traditional decorative patterns such as bat pattern, Xiang Yunwen and flame pattern. The overall design symbolizes auspiciousness, and crossover collision with the excellent Chinese history and culture through the local beverage brand, and strength deducts the beverage products with Chinese traditional culture characteristics, which is welcomed by the majority of young consumers.

　 summary

Nowadays, as more and more consumers begin to wake up their self-consciousness, Chinese products represent more than brand names for them. What's more, they can become an imprint of the times and even a national feeling. In addition, the pressure of economic downfall will continue, and the brands of domestic goods will remain in the development stage for a long time in the future.

In order to truly stand out from a large number of foreign brands, the domestic brand must not only see the needs of consumers and consumers' preferences, but also have a timely understanding of consumer demand and consumption preferences, make product design and innovation, and enhance their external skills. The brand of domestic products needs to pay more attention to the culture and spirit behind the brand, so as to carry out the inheritance of brand culture, make use of multi-channel marketing to increase the possibility of consumption, engage in cross-border marketing with well-known IP or brand, attract consumers' eyes, brand new stories to young consumers, and refresh the inherent impression of young consumers on brands, which are also important driving forces for the magnificent transformation of traditional brands.

It is undeniable that nowadays, the brand of Chinese goods is more and more popular among consumers, especially the younger generation. But not all brands of domestic products have risen, and some domestic brands still need to be improved in terms of commodity quality, appearance design and marketing channels. Perhaps in the near future, with the continuous development of the people's consumption level and science and technology, the rise of domestic brands will be just around the corner.