No one expected that domestic products would become popular in the second half of 2023, and the popularity could last for so long. The "Double 11" that has just passed and the ongoing "Double 12" have seen the consumption of domestic products particularly hot.
From jackets and outdoor equipment to digital home appliances and daily necessities, domestic products are becoming more and more present in the hearts of consumers. According to data from the China International Electronic Commerce Center Research Institute, during this year's "Double 11" period, domestic brands accounted for 11 of the top 20 brands in all categories of online retail sales.
Many people will consider domestic brands when buying outdoor equipment. (Picture unsplash).
Value-for-money domestic products are frequently out of the circle, and people who fall in love with this cost-effective product are more common than they imagined. In this year's "Double 11", the order volume of users in first-tier cities of Pinduoduo increased by 113% year-on-year, and the "domestic product group building" attracted many consumers.
The new middle class falls in love with old domestic products, and some people think it is a kind of "consumption downgrade". But in fact,With the help of the new e-commerce platform, high-quality domestic products can be seen by consumers, and people can buy better things for less money, who says this is not a consumption upgrade?
Domestic products are collectively out of the circle, "the law of true fragrance.""Victory again.
In the second half of 2023, the "Huaxizi 79 yuan eyebrow pencil incident" inadvertently drove a group of old domestic products to collectively become popular and out of the circle, and the high-quality products and affordable ** made many netizens call "really fragrant".
On September 11, Bee Flower took the lead in launching the "79 yuan five and a half catties" washing and care set, which fired the first shot of the "domestic business war". Some netizens broke the news that Bee Flower even picked up the express box from someone else's, and "Bee Flower Picking Up the Box" became a popular stalk, when netizens said "The express box is bad", Bee Flower said "No, I was fine when I picked it up", and the domestic products that can play with stalks have become a source of happiness for young people.
Bee Flower clarified that it did not pick up the box. (Screenshot of Weibo).
Many old domestic products appeared in the comment area of Bee Flower, and Bee Flower also generously placed the top comment: "You can also pay more attention to Huahua's circle of friends, which are also honest domestic products." ”
The old domestic product is so unpretentious. On September 19, in a live broadcast, in order to prove that his soap is safe and additive-free, Qi Dexi, chairman of Hongwei Daily Chemical, ate soap and became popular. An employee responded: "Our old employees have also eaten it, except that it tastes a little spicy because of alkali, and there is nothing special about it." Later, many consumers learned that these soaps were made from pure natural animal fats, and they were sold out for a time, and Hongwei Daily Chemical had to set some products in Pinduoduo's official stores to "pre-sale status".
The chairman of Hongwei Daily Chemical eats soap to prove that the ingredients of the product are clean and additive-free. (Screenshot).
Hongxing Erke live broadcast used bee flowers to wash his hair, and Yu Meijing opened an account overnight ......The old domestic products that were once very common under the ** have finally been "connected to the Internet". As more and more brands join this "group business war", netizens began to appeal sincerely, hoping to integrate excellent domestic brands together to facilitate everyone's purchase.
At the same time, Pinduoduo also seized the opportunity and launched the "Domestic Product Team Building" live broadcast on the 10 billion subsidy channel on September 22. 58 domestic brands such as Bee Flower, Yu Meijing, Lotus, and Shanghai Medicated Soap participated, and many consumers exclaimed, "You can buy so many things for 79 yuan", and more domestic brands worth buying were also found.
"Domestic goods team building" activity area. (Screenshot of the event) is like the Henan sanitary napkin brand Shulai, which launched the convex cotton by consumers as "the first place in listening to persuasion". Some netizens reported that the design of sanitary napkins was unreasonable, so Shulai developed a patented longitudinal suction leak-proof technology and improved the enlarged and widened rear wing. Users reported that they couldn't use up too many pads, so Shulai immediately changed to sleeping pants, which were "cheap and easy to use, and listened to persuasion".
At that time, there were also concerns about whether domestic products would still attract consumers after the traffic passed. But what is surprising is that the popularity of "wild consumption" of domestic products has continued until the end of the year.
Taking the Pinduoduo platform as an example, during the "Double Eleven" period, the sales of domestic products such as Bee Flower, Yu Meijing, Shanghai Medicated Soap, Kong Fengchun, Pechoin, and Proya increased significantly, and the sales of some single products increased by more than 20 times. This year's "Double 12", netizens have shared domestic shopping lists, including many mid-to-high-end products.
Consumption upgrades, so that domestic products turn red into "long-term red".
The 2023 McKinsey China Consumer Report points out that consumers are turning to more competitive channels. People pay more attention to cost performance, which has become a major reason why many domestic products are favored. However, whether it is to buy domestic products or use Pinduoduo, it does not mean that "consumption is downgraded". Recently, the price increase of down jackets of domestic and foreign brands has caused controversy, and the customer service of a domestic down jacket responded: "Why can't domestic products be sold for 7,000 yuan?".And NetEase carefully selected a down jacket priced at 1319 yuan, many consumers at first glance feel expensive, almost "accidentally" injured.
The well-known blogger "Half Buddha Immortal", who was born as a dutiful, shouted for this down jacket. He pointed out that the cost price of white goose down in Dabie Mountain and western Anhui selected by NetEase is higher than that of ordinary white goose down. Counting the cost of fabric processing, design proofing, quality inspection and quality control, etc., the cost of a down jacket is about 950 yuan, and Pinduoduo even only sells for 1099 yuan, which can be said to be ridiculously cost-effective. As a result, many consumers began to buy it with confidence.
Domestic down jackets are very cost-effective. (Picture Insect Creativity).
A post-95 consumer said: "Cheap bowls should not be the only reason to try domestic brands, when I find that the entry products are easy to use, I think I can give domestic brands more opportunities to try the mid-to-high-end product line." ”
In the final analysis, domestic products that consumers are willing to pay for are inseparable from the word "cost performance". Low price and low quality is a downgrade of consumption, whilePinduoduo allows many people who have never been in contact with e-commerce to buy high-quality products, and allows all users to buy better products with lower **, which can be called a consumption upgrade.
This year, the old people's shoes are popular among young people because they are "light and soft and easy to wear", and they not only buy them for their parents to wear, but also DIY into a better style for themselves to wear. "When I was 20 years old, I was able to wear a full strength body, and I could avoid 30 years of detours. ”
Foot strength became popular among young people. (Screenshot of Xiaohongshu).
In fact, at the end of 2019, Foot Health settled in Pinduoduo, initially focusing on a low-price strategy, but the operation staff soon found that the direction was wrong. Peng Shan, the official person in charge of the official *** of the foot fitness, said: "After dismantling the consumer group of the official flag, we found that the users of Pinduoduo not only care, but also pay more attention to the value of the product, and are very willing to pay for the experience." ”
As a result, the mid-to-high-end styles have been launched, among them, the winter snow boots are made of Australian sheep's wool, with good thermal performance, and the unit price is more than 299 yuan, and the sales of single products in September alone have exceeded 1 million yuan, and they are still the top two in the store.
Foot Strength winter snow boots. (Screenshot of Xiaohongshu).
On the one hand, parents who rarely shop online are allowed to wear more comfortable shoes for the elderly, and on the other hand, the sports equipment of urban middle class, young white-collar workers and small-town youth is becoming more and more professional. This can be seen from the significant growth of high-end equipment of domestic sports brands: the order volume of 361-degree carbon plate racing shoes in fourth- and fifth-tier cities has increased by 5 times;ANTA's user base in new first-tier cities increased by 93% year-on-year.
The person in charge of Pinduoduo's 10 billion subsidy said: "Judging from this year's big promotion, 'don't buy the most expensive, only buy the best' has become a common pursuit for everyone, and many consumers have rationally completed the consumption upgrade." ”
Domestic product team building, why are you all here?
Looking back at this year's domestic products, we will find that their popularity is more lasting than ever.
The reason is that due to the ultimate cost performance, many domestic brands do not have much budget for marketing, and they always silently do a good job of their products, waiting for consumers to find out. Some netizens commented on the "domestic business war" in September: "I feel a little sad to see so many domestic brands appear, I don't know when they disappeared, they are still there." ”
Major domestic brands have participated in the "business war". (Screenshot of the comment area).
But it is precisely because of the ultimate cost performance that once a good domestic product that concentrates on making products has the opportunity to be seen, it will become a "treasure" for consumers to compete for Amway.
This year, many domestic products can continue to become popular, thanks to the spread of social platforms, and it is also inseparable from the help of new e-commerce. Domestic products have gone from offline to online, and have also completed an iterative upgrade.
In the seventies and eighties of the last century, Hongwei Daily Chemical was the largest soap manufacturer in the western region of China. After the 90s, many international daily chemical brands occupied the daily washing product market. After the restructuring, Hongwei Daily Chemical insisted on the production of "zero petrochemical ingredients" washing products, using animal fat to make soap, the cost is higher, ** is not dominant, and there is no extra money for advertising, for a long time, Hongwei soap is only sold offline in Inner Mongolia.
For a long time, Hongwei soap was only sold offline in Inner Mongolia. Qi Dexi, chairman of the board of directors of Unsplash, recalled: "In the most difficult time, even the salary could not be paid normally, and many employees resigned. In March this year, Hongwei Daily Chemical set up an online sales team to test the waters in Pinduoduo, and they chose a laundry soap with a daily price of more than 3 yuan. Surprisingly, this laundry soap sold well, and Hongwei Daily Chemical increased the category of online sales. In order to support domestic brands, the Pinduoduo platform also issued black labels to its stores to give brand traffic support.
After the chairman of the board of directors ate soap, in order to meet the soaring sales, Hongwei Daily Chemical immediately recruited employees and expanded the production line. Today, this 71-year-old domestic brand has been "resurrected". On Pinduoduo, the official *** of Hongwei daily necessities, which has only been open for 9 months, has ranked 4th in the word-of-mouth list of soap stores.
The sales of Hongwei daily chemical soap have skyrocketed. (Picture unsplash).
At the same price, the quality of the product should be the best, which is the concept that many classic domestic products have persistently practiced. Shulai, which has been producing sanitary napkins since 1998, is also an old domestic product, but because of the pursuit of the ultimate cost performance, limited by transportation costs, it is difficult to spread in the national market only in Henan and surrounding provinces.
In 2019, with the new e-commerce platform Pinduoduo, Solai's sales also broke through geographical restrictions. At the beginning of the opening of the convex cotton store, the monthly sales were about 200,000 yuan, and this year's "Double Eleven", the daily sales of a single chain reached 200,000 yuan. Zang Li, deputy general manager of Shulai Group, revealed that the brand has been operating in Pinduoduo for two or three years, and has achieved the effect of operating on other e-commerce platforms for 5-10 years.
The domestic brand Shulai took the new e-commerce platform Pinduoduo. (Screenshot of Pinduoduo).
Shulai's internal analysis believes that such achievements can be made because the brand and Pinduoduo's concept match, and also thanks to the communication and cooperation between the two parties, daily sales have won a lot of first-class activity resources. In addition, Pinduoduo has also summarized a lot of data and feedback from consumers to help Shulai improve its products and become the "No. 1 in Persuasion". In this way, a win-win situation for brands, platforms and consumers has been achieved.
In the final analysis, Pinduoduo and tens of billions of subsidy channels naturally fit the cost-effective attributes of domestic products. In order to retain the flow of domestic products and make the popularity of domestic products go to a higher level, Pinduoduo continues to build up "domestic products team building" through activities such as "National Products Festival", and also greatly tilts resources for domestic products in shopping festivals such as "Double 11" and "Double 12", and works together with domestic brands to make profits for consumers.
Pinduoduo accumulates domestic goods team building. (Screenshot of Weibo).
In Pinduoduo, we will witness the rebirth of domestic products and achieve a new consumption upgrade.