Tmall 618 Set Up "New Domestic Product" Channel Domestic Brand Entered The "Nuggets" Era

With the rise of domestic goods, the concept of consumers has gradually changed from "imports to good things" to "genuine fragrance of domestic products".

Recently, Tmall formally launched the "new domestic product" channel during the 618 period and became the first class Taobao mobile portal. Consumers can open the phone Taobao APP directly, or enter the "Tmall new domestic product" or "national tide" keyword in the search box, and enter the exclusive page.

According to Tmall, it is a new channel jointly launched by Alibaba and other market regulatory departments and consumer protection associations. It not only opened the old brand area and the 315 quality area, but also the Theme Pavilion of the Yangtze River Delta provinces and cities such as Shanghai and Zhejiang.

Tmall Jinchao leader, Jinque, said that the "new national product" channel is an important landing of Alibaba's "new domestic product plan 2020". Tmall will further strengthen the cultivation and support of the time-honored brands, as well as the intangible cultural heritage, craftsmen, and origin businesses, helping to develop more domestic brands rapidly.

Statistics show that in late April, Alibaba announced the upgrading of the "new domestic product plan 2020", helping businesses meet difficulties in 6 ways, accelerating innovation and digital transformation.

Specific measures include: Tmall new product innovation center trains 1000 new product planners for Chinese brands, Tmall new C2M creates 1000 Chinese brands and IP efficient Transboundary, 1000 digital industrial zones with "super factories", Juhuasuan "new products", 10000 new national brand new customers, Taobao live broadcast green channels for old brands, etc.

This is also the third time that Alibaba has upgraded its support measures for Chinese brands. It is understood that Tmall launched the "national tide action" in 2018 to assist the brand in the fashion marketing and fashion week. In 2019, the Alibaba launched the "new domestic product plan".

Under this series of measures, domestic brands also handed out good transcripts. The data show that over the past year, 134 domestic brands such as good shop, Taiping bird, Hua Xizi and so on have annual sales of over 1 billion on Tmall, and 52 old brands such as red double happiness, Tsingtao Brewery and Xinghua Lou have over 100 million annual sales.

Obviously, the domestic brand has entered the era of "Nuggets", which is inseparable from the power of the electronic commerce platform, and is also related to the rise of the "national tide" and the growth of the new generation of consumers' consumption concept. The 2020 China consumer brand development report released by Ali Research Institute shows that in the past year, eight of Chengdu's Chinese shopping carts are domestic products.

Another research from Prophet, a global brand and marketing consultancy, also confirms this conclusion. In 2016, 32 of China's 50 favorite brands of consumers were foreign brands. By 2018, the situation had reversed, and domestic brands rose to 30.

And consumer recognition of domestic brands is rising. In fact, it reflects that China's manufacturing industry and brand operation level are constantly improving, and the brand has made great progress in catching the eye of consumers.

The media learned that, while embracing the Internet, many Chinese brands have been playing a cross-border role in recent years. For example, Yanjing beer is published, and Luzhou Laojiao has perfume, and even Liushen Florida Water flavour cocktail and lipstick taste of rabbit.

However, in the short term, embracing the Internet and marketing is the key to breaking the Chinese brand. But in the long run, it is the root of the development of the company to do well in internal strength. After all, the brand that can be remembered by consumers must be precipitated through time.

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