Consumption Observation: The Popularity Of Domestic Products Is A Manifestation Of Cultural Confidence

This year's first round of double 11 boom has come to an end. Many consumers will find that, from the beginning of dominating international brands to the rise of domestic brands, one side of the double 11 has become an observation window for the change of national consumption concept.

In recent years, a wave of national trend has been set off. Old brand domestic products have the courage to innovate and re-enter the public vision. New domestic products are also emerging.

1. Rising Li Ning and Anta

When it comes to Guochao, the first thing I think of is "Li Ning, China".

Li Ning, founded in 1990, has undergone century changes. From 2010 to 2014, under the influence of Beijing Olympic Games, international sports brands changed their sales strategy in China, and the market share of local sports apparel was constantly squeezed by foreign sports brands. Sports apparel industry inventory crisis broke out. In the competition with foreign brands, local sports apparel enterprises are losing, showing an overall downward trend.

However, Li Ning's blind transformation with weak sense of crisis led to the closure of a large number of stores and losses in successive years from 2011 to 2014. In 2015, Li Ning's return helped it transform into "China's Li Ning" and turned losses into profits in that year.

In 2018, Li Ning took part in the New York Fashion Week, which was the "east wind" to seize the opportunity of "national trend". After fashion week, its revenue began to grow rapidly.

According to the announcement, in 2019, the annual revenue of Li Ning reached 13.87 billion yuan, an increase of 32% over the same period of last year; the net profit was 1.499 billion yuan, up 110% year on year. The increase was mainly due to the increase of the group's delivery discount to the franchised dealers, the improvement of sales discount of new and old products in self operated channels, and further optimization of the tag cost ratio.

Unlike Li Ning's focus on a single brand, Anta has been committed to the strategic layout of multiple brands.

At the same time, it has acquired many famous overseas sports brands, such as Italian sports and leisure brand FILA, Japanese clothing brand Descente, etc., so as to make use of the brand influence formed by these mature sports brands in the overseas market, so as to successfully expand in the overseas market. Over the years, it has been found that more than half of Anta's revenue comes from overseas brands.

At 15:32 on November 1 this year, Anta Group's double 11 e-commerce flow exceeded one billion yuan.

Ms. Wu, a sports teacher in track and field, told ChuZhong new consumption that as a track and field athlete, she thought Anta felt better than Li Ning and was more suitable for wearing in track and field. But the college students around him are more inclined to Li Ning and think that Li Ning's popularity and fashion are far higher than Anta.

As can be seen from the above figure, Anta's sales volume has far exceeded that of Li Ning in the past three years, despite its strong momentum. But this year, in the first round of the three-day double-11, Li Ning ranked first in the list of sportswear and leisure clothing, with * * surpassing Anta, followed by Anta's high-end line Feile.

2. Huaxizi, a rising star, perfect diary

Compared with Li Ning, an old Chinese product, the rise of Guochao beauty and skin care has entered the public view with the advantage of the times.

On October 21, 2020, on the day of pre-sale, the sales volume of perfect diary is only 30 minutes higher than that of the whole day of last year, and that of huaxizi in 60 minutes exceeds that of last year.

Two domestic brands established only 3 years ago, by what to lead the domestic cosmetics?

With the combination of "IP + planting grass", the perfect diary has become a black horse in the field of color makeup. Huaxizi has grasped the outlet of marketing methods such as short video, little red book, live broadcast with goods, etc., and successfully tied with Li Jiaqi, making it a new force in domestic cosmetics.

As a pioneer of domestic cosmetics, perfect diary obtains new users by putting small red book KOL matrix, then retains users through wechat private domain traffic, promotes repurchase and stands at the current "joint name" outlet to directly attack users' hearts. The crazy co branding of perfect diary, British Museum, discovery discovery discovery channel, China National Geographic and other well-known IP enabled it to sell 370000 pieces of eye shadow in 618 of 2019, with a sales growth of four digits.

According to the data, from January 2018 to August 2018, the sales volume of perfect diary did not exceed 50 million yuan. In November 2018, sales soared by more than 200 million yuan. In 2019, the sales volume of perfect diary will surpass that of European and American brands and become the first in the sales list of tmall cosmetics. At 3:08 on November 1 this year, the perfect diary became a brand with more than 200 million cosmetics.

Huaxizi, who comes from behind, is mainly composed of star lineup and head KOL, and creates explosive products with massive accounts.

From only 43.19 million sales in 2018 to 1.13 billion sales in 2019, Xizi has become a new star of domestic products.

Huaxizi participated in the "double 11" in 2019. The investment of traffic in the early stage was warmed up, and the marketing method of focusing on user experience rather than sales volume was adopted. In 2019, the search index showed an obvious upward trend, especially reaching the highest value during the "double 11" activity in 19 years, with an overall year-on-year growth rate of 420%.

Huaxizi's backwardness obviously puts pressure on the perfect diary.

The new spokesperson of perfect diary has become the bottom card of beauty brand participating in double 11. Zhou Xun, a continuous official publicity actor, was the first global spokesman of the brand in the early days of the double 11. Troye Sivan, an internationally renowned singer songwriter, became the Chinese brand ambassador.

Huaxizi, on the other hand, is still full of feelings, pushing the national ethos to a climax. With the theme of "national beauty is the beauty of the world", huaxizi has launched a series of exhibits of "impression of Miao nationality", and even has a cross-border "marriage" with the legend of Gaia. Although there are some differences between the two, the essence is to rely on the fan economy, create a sense of big brand, and win the trust of consumers.

The popularity of domestic products is the expression of cultural confidence, and the rise of national style and national trend reflects the public's pursuit of high value-added products with cultural confidence. Facing the complicated world, the market will give the answer.