National brand, 100-year heritage, ancient skills, specially developed for the Chinese people......Are these slogans familiar and frequently appear on the advertising and sales pages of some old brands?When you hear these slogans, do you immediately think of "good quality and low price" and "quality assurance", and do you want to place an order immediately to contribute to domestic products?Many "old brands" under these banners are not necessarily domestic products.
Recently, the enthusiasm of the domestic consumer market has been high, and consumers are more inclined to buy domestic products and support national brands when faced with products of the same quality or similar functions. In this context, some foreign-controlled or wholly foreign-owned brands impersonate Chinese brands and take the opportunity to sell goods, resulting in a mixed domestic market.
There are a variety of ways for brands to gain popularity, making it difficult for consumers to distinguish between the real and the fake. Some foreign brands have been in the Chinese market for decades, which is the childhood memory of many consumers, and most of the categories are food and daily chemical products, and the use scenarios are very "down-to-earth", so they are mistaken for "people-friendly" domestic brands. Some foreign brands grasp the enthusiasm of young consumers for traditional culture, relying on symbols related to traditional culture, such as calligraphy characters, traditional ornaments, cultural totems, etc., to name products, design packaging, and narrow the emotional relationship with consumers. Among them, it has become a common routine to integrate the cultural totem of "dragon" into the product name and packaging, and to show the production and use process of the product in the image of the ancients. Some foreign brands play word games, emphasizing that the brand originated in China, and do not mention the fact that it has long been controlled by foreign capital, and consumers are kept in the dark, as always, these brands are considered to be domestic products.
The popularity of domestic products has set off a buying boom, which is a good thing for enterprises and people. Consumers' awareness of domestic products originates from national self-confidence and pride, which is a reflection of national emotions in the field of consumption. Correspondingly, consumers' positive attitude towards domestic products will also positively affect the confidence of domestic brands, and promote them to improve their R&D technology and product quality. At this time, the emergence of brands under the banner of domestic products will make consumers' enthusiasm empty, and will damage the good image of domestic products for a long time, which is not conducive to the virtuous circle of the domestic market.
The market supervision department, the industrial and commercial department, the consumer association, etc., should play the "edge ball" to attract consumers in a timely manner. Some brands have changed control due to financing and other reasons, and consumer associations can alleviate the information asymmetry between brands and consumers by regularly updating the list of domestic products.
The boom of domestic products has injected living water, and the energy has been continuously flowing, and it is difficult to achieve a lasting trend alone. The Federation of Industry and Commerce and other organizations can take the lead in building a strategic alliance of domestic products with clear identity, wide coverage, stability and durability, and revitalize the influence of domestic brands and create a benign market ecology by holding exchange meetings, exhibitions and other activities. Domestic brands need to understand that emotion-driven consumption behavior can only be regarded as the icing on the cake, and the real thing that can make brands maintain long-term competitive advantages and be invincible is always excellent product quality. Domestic brands should not slacken their efforts to communicate with consumers in a more flexible and new way, understand market expectations, and continue to innovate and launch high-quality products. (This article**: Economy** Author: Zhang Xiao).