Do you want to start a business in 2024?Or do you want to develop a new direction as an entrepreneur?
Men are afraid of choosing the wrong line, and women are afraid of marrying the wrong man.
If you are thinking about making a difference in 2024, then thinking about the direction of brand development and entrepreneurship at this juncture, I believe it will be helpful to everyone.
Let's take a look at the recent **Tmall brand entrepreneurship report.
On December 22, Tmall released its annual brand entrepreneurship report, showing that healthy health care will be the hottest track for brand entrepreneurship in 2023, with more than 10,000 new stores opened on TmallCangzhou fishing gear has become the fastest growing characteristic industrial belt for brand entrepreneurship, and the number of newly opened stores has increased by more than 2,700% year-on-yearGuangzhou won the first city of brand entrepreneurship of the year, and among the new stores opened on Tmall in 2023, there are nearly 5,000 registered in Guangzhou.
In terms of industries, the top 6 industries with the hottest brand entrepreneurship in 2023 are, health and wellness, home decoration and home furnishing, consumer electronics, clothing and sports, beauty and personal care, and trendy toys and cultural creativity. Among them, the number of newly opened stores in the health and wellness, home improvement and home furnishing tracks exceeded 10,000;At the same time, cycling and skiing, new taste drinks, light health, relaxed clothing, scientific and technological beauty, and atmospheric home furnishing have become the hot trend tracks of brand entrepreneurship in 2023.
From a regional point of view, the Pearl River Delta and Jiangsu, Zhejiang and Shanghai, the two major "free shipping areas" continue to lead the entrepreneurial vitality. Guangzhou, Shenzhen, Jinhua, Shanghai, Hangzhou, Xuzhou, Wenzhou, Beijing, Xiamen and Changsha have become the top 10 cities with the most Tmall brand entrepreneurship in 2023. Among them, a number of representative new brands such as Guangzhou skin care brand CAEM, Shenzhen digital brand Lingke, Jinhua auto supplies brand Qiansheng, Shanghai clothing brand Darindarin, and Hangzhou clothing brand Misswiss have opened stores on Tmall in less than one year, and the transaction scale has exceeded 5 million.
From the perspective of the types of businesses that start brand businesses, the most are characteristic industries that bring factories to Tmall to create their own brands, accounting for 41%, followed by new consumer brands created to meet new needs accounting for 19%, in addition to creating brands for content-based IP and live broadcast celebrities. Among the TOP20 characteristic industrial belts with the fastest growth rate in 2023, the number of newly opened stores of Cangzhou Fishing Gear, Caoxian**, Luoyang Flowers, and Tai'an Pastry and Biscuits has grown the fastest, with a growth rate of more than 1,000%.
They even gave a path to branding:
Synthesize Tmall's report and our Trends StudyStarted a business in 024DirectionsWe believe that there are several trend keywords
Health and wellnessScientific and technological innovationBack to lifePlease yourselfPersonality breakthrough
If you are healthy, you will be able to implant ittoThis is the short-term goal of consumers, and it is also a long-term goal, and it becomesA keyword.
Scientific and technological innovation is under the general strategic trend of China's overall scientific and technological rejuvenation, and can be endorsed at the national level.
Technological innovation will also cover many industries, such as intelligent manufacturing of home appliances, automobiles, cosmetics, clothing, and even eating, drinking and playing
Returning to life means that consumers will pay more and more attention to their homes and homes. Everyone has experienced a lot of past, so cherish family relationships more and hope to create a better family home life.
Pleasing oneself refers to the desire of consumers to get more through a variety of products, including healthy eating and drinking, including various cultural clothing and other products that can bring emotional valuethemselvesattention.
Personality breakthrough refers to the fact that China's Internet economy is still developing rapidly on a global scale. China's new generation of young people, their consumption trendsConsumption trends will increasingly play an important role in the world. For example, the recent fire of subject 3 also shows that the creative creativity of young Chinese people can lead and conquer the global trendIn fact, Chinese culture has performed very well in various fields such as culture and film, so the new generation of young people will become the main body of creating trends and creating benchmarks.
Specifically, let's break it down in some subdivisions:
Eat
First of all, let's take a look at the aspect of eating, in terms of eating, there is no doubt that there is a clear trend here, that is, health and wellness, whether it is on Tmall or some other platforms and actual e-commerce sales, this is a trend. In terms of food, it will first be reflected in the catering and other tracks, in which many brands have been very inclined to health and wellness. For example, such as Hefu Lao Noodles, directly at the end of the year's brand strategy upgrade meeting played the "health green", it can be said that this is the clarion call to health and health, this is not the choice of the business, this is the choice of consumers.
At the end of 2023, Hefu brand 2The release of the new health care series products at the 0 upgrade strategy conference is the highlight. In his speech, founder Li Xuelin said that the "health bloodline" of young people in the new consumption era is awakening, and health and health preservation are becoming a major trend in the whole society. Since its establishment, Hefu has focused on the field of pan-health care and launched the "Nourishing Heart Noodles", which has accumulated a lot of experience around "herbal health" over the years and has rich experience in product research and development. This new product upgrade is the culmination of Hefu's more than ten years in health preservation, and has launched a new "four treasures of health" - herbal soup, coarse grain noodles, longevity vegetables, and health tea, providing consumers with high-quality diversified choices.
Drink
In terms of drinking, of course, there will also be health trends. So in terms of drinking, in fact, it is not only a healthy way, but also in the form of the product, in the technology of the product, in the way the product is promoted, and other aspects have some very big trend changes. For example, some cutting-edge health tea brands, you can see a lot of original leaf tea brandsHealth and wellnessTea brands are all focusing on health.
So in terms of technological breakthroughs, such as otter tons and so on, they lock in the nutrients of fruits through freeze-drying technology, and they have also become a new brand in the industry. In terms of product form, for example, such as Dunton's large-capacity trendy water cup, advocating scientific drinking water has also quickly gone out of the circle.
Founded in April 2021, Otter Ton Ton focuses on instant freeze-dried fruit tea, with online as the main business position. Because it has hit a more subdivided track in the new tea drink market, it quickly ranked first in the freeze-dried fruit tea category on Tmall and multiple e-commerce platforms, with annual sales of nearly 100 million yuan.
Focusing on the implementation of the strategy, Otter Tons also borrowed from Luckin. Wang then focused on the elements of superfruits and made super single products of flavors. At present, there are more than 20 flavors of freeze-dried fruit tea, of which 10 million cups of oolong peach have been sold, accounting for 30% of the entire product systemThe gross profit margin of the whole line of products is nearly 60%, and the repurchase rate is 40%.
As the pioneer of tons and barrels, tons of brands have made traditional consumer products into fashion items, and it took less than two years for the whole network to explode, quickly occupying 82 tons of barrelsWith a market share of 5%, it has detonated the category of tons and tons of barrels, and has successfully created a phenomenal product integrating trend, personality and health.
Play
In terms of play, after the awakening of the overall market opening tourism market in 2023. Then in 2024, if there is no interference from other factors, there will be some new business opportunities, and these business opportunities may also be in line with the overall health trend of products.
In terms of entertainment, according to Tmall's brand entrepreneurship report, these aspects of trendy toys and cultural creativity will also achieve certain developmentThis is in fact in line with the return of these consumers todayFocus on personal philosophiesAt the same time, it also caters to young people's more personalized consumption concepts.
Flipping through the animation's IP derivatives brand "March Beast" has been in Tmall for only 3 months, and the transaction volume has exceeded 51 million on Double 11, winning the first place in the list of new trendy toy brands and the third place in the industry.
clothing
Some information in various aspects of clothing-related fields shows sportswear, technologyEmpoweringThe related clothing will be an important trend andClothesIt can be more healthy and leisurely and relaxedTrend,In line with the concept of current consumers, then it will be more popular with consumers.
Question shark pants, understand shark pants, fall in love with shark pants. This winter, shark pants have become the new autumn pants for young people.
It is widely used not only in the sports field, but also in daily wear. The benefits of shark shorts are self-evident, they are lightweight and comfortable, breathable, fit the skin, and stylish, and there is more design and technology behind the popularity of shark shorts. In-depth market research has revealed that the shark pants use a special processing technology to improve wearing comfort and use high-quality materials to make the pants lighter. In addition, the design focuses on ergonomics, so the pants fit more closely to the leg line, so as to achieve a slimming and elongating effect. These factors have made these pants very popular and have become the focus of winter fashion. In addition, the velvet design of the shark pants greatly improves the warmth, making it comfortable to feel warm even in the cold winter.
A down jacket with shark pants, snow boots and stacked socks is the "standard formula" for fashionable girls to wear in winter. Some netizens said: The streets are full of shark pants ......
Sinsin, which ranks first in the Tmall shark pants category, sold 3200 million yuan, and also won the first place in the category of Douyin shark pants, with a year-on-year increase of 980% in GMVIn the Douyin e-commerce outdoor sports product list, Misswiss shark pants sales ranked second, surpassing camel jackets and second only to Adidas' down jackets. Search for shark pants on major e-commerce platforms, and stores with sales of 100,000+ abound.
Sinsin (Guangchang County Qingchen *** Sinsin is a well-known domestic shark pants brand, pioneering the concept of "light plastic", advocating through scientific and technological upgrading, fabric iteration, process innovation, version revolution, fashion design, to create women to enjoy both shaping beauty, comfortable body, versatile clothing items
Makeup
In the field of cosmetics, functional and technology-driven cosmetics are no longer a popular trend, but a trend that has been trending in recent years, and functional cosmetics brands have also made great progress in the Chinese market.
China's domestic cosmetics brands are gradually coming to the forefront of the industry, including some domestic functional skin care products such as Winona, which are occupying a major market share. China's female consumers for functional cosmetics, medical beauty demand is in the ascendant, how to find some market segments, and with healthier and more technological products to meet their needs, establish accurate positioning, effective brand concept communication, cosmetics brand planning is crucial to success, in such a segment of the track will find a lot of market space.
Starting from the ingredient activity research model, formula efficacy research and development system and packaging fresh-locking innovative technology, the implementation of its "Today's Fresh Skin Care".Idea. Founded in Shanghai in August 2019, the efficacious skincare brand "Today's Fresh Skincare" is a brand brand. After 21 months of research and development, the first product was officially launched in March 2021Fullerene card cream, with single-day sales exceeding one million yuan in only 3 months on the market, ranked TOP1 in the Tmall firming cream list. Another new product——Blue Copper Peptide Space Meow Essence has occupied the top 1 of the Douyin women's essence hit list and the top 1 of the firming essence hit list after only 3 months on the market
Live
In terms of housing, home and technologyFirst of allofHumanizationSmart home products are also becoming more and more popular with everyone. All kinds of sweepers, AI smart kitchen appliances to whole house AI appliances, including balcony intelligenceAnd so on, are sought after by consumers, and these brands are gradually exported overseas, setting off a boom in various Chinese home appliance brands overseas
At the same time, the concept of home light health care is also popular among young people, such asA brand like Genki Master.
In response to women's shoulder and neck fatigue, cold hands and feet and other health problems, Yuanqi Daren has launched light health products such as steam neck scarf, ammonia sugar knee patch, waist warmer, foot warmer patch, foot bath soup, etc., focusing on providing young people with health care products that can be carried in any scene.
We have always emphasized innovative categories. The traditional Chinese herbal medicine foot soaking bag is difficult to soak, so can you think a little more for users?We boil the herbs and canned them into bags, and the user can enjoy the herbal foot soup after dissolving it in 3 seconds after getting it, so as to achieve fast and convenient health preservation. Founder Chen Hao introduced.
It is understood that the foot bath soup products of Yuanqi Daren have sold more than 30 million copies, winning the TOP1 of the Tmall foot bath and foot soup category. Steam shoulder and neck stickers, ammonia sugar knee stickers, foot warmers and other products are all TOP1 in the Tmall category。It is recommended by Li Jiaqi, Hu Ke, Liu Tao, Huang Zitao, Zheng Kai and other stars and super head anchors.
OK
In terms of lines,OutdoorProducts with very strong health attributes are becoming more and more popular with everyone.
Around such some cycling sports extended equipment, clothing and other products will also have a great development. These products will also be more driven by science and technology, and under the trend of various humanized design concepts, they will create explosive models.
In the past, cycling was just a form of transportation. Now, cycling is becoming the new fashionable leisure sport, even a "social currency", and gradually forming a cycling culture. Driven by a new round of demand, China, as a big bicycle country, has also ushered in the "second spring" of the industry.
According to the portrait of cycling users, from a regional point of view, cycling users are mainly concentrated in first-tier cities, new first-tier cities and second-tier cities. Among them, the number of users in the new first-tier cities has increased significantly, with a growth rate of 449%. From the perspective of age, the post-95s and post-00s are the main groups of cycling, accounting for 56% of the total search volume. Among them, the 29-33 year olds are growing the fastest, followed by the 24-28 year olds.