The upcoming year of 2023 is destined to leave a strong mark in the history of the development of domestic products.
This year's Double 11, Proya beat a number of international brands and topped the sales of Tmall Double 11 beauty brands1, and together with Han Shu, it occupies the top two on the Douyin Double 11 skincare list.
In an interview in June this year, I said that at the end of this year, everyone will definitely see great changes in Tmall and ** lists. The first place on the Tmall beauty and skin care list is the name of a domestic brand. ”
Just recently, at the 2023 New Domestic Brand Development Conference of "New Domestic Products, New Kinetic Energy" hosted by Xinhua News Agency, Hainan Provincial People** and China Brand Construction Promotion Association, and hosted by Xinhua News Agency Brand Work Office and Xinhuanet, Li Jiaqi felt that "everyone may have seen the change in the list for a moment, but the road behind this change has been going on for ten years. ”
From a chaser to a leader, how did domestic brands complete the counterattack?
In the upcoming 2024, what kind of surprises will domestic brands bring?
At the 2023 New Domestic Brand Development Conference, which gathered representatives of domestic brands and live broadcast e-commerce enterprises, we heard the in-depth thinking of all parties.
[Understand the real segmentation needs of consumers].
I think the motivation should be the first to the needs of the user. Ying Yani, founder of Tang Meike brand, said.
Doing what you can based on real needs is the driving force of all brands," said Bai Yanjing, co-founder and chief scientist of East Beast.
The representatives of the participating enterprises had a unified consensus that the reason why domestic brands can rise collectively is first of all due to the change in the needs of Chinese consumers.
According to the experience of developed market economies such as the United States and Japan, a GDP per capita of $10,000 is an important dividing line for the consumer market. Ten years ago, China's per capita GDP was 41,908 yuan, or about 6,767 US dollars, and it was still in the stage of focusing on family consumption.
As China's per capita GDP exceeded 10,000 US dollars in 2019, the market entered the era of personal consumer goods, and consumers began to pay more attention to brands, services, usage scenarios, personalities, and sense of value, which means the emergence of a large number of subdivided consumption tracks.
Taking sneakers as an example, in the past, sneakers were omnipotent, but now everyone will buy shoes with different functions according to different sports scenes, and the sneakers market has also differentiated into many subcategories such as basketball shoes, running shoes, and river tracing shoes.
Looking back, the collective rise of domestic brands in recent years is the result of seizing the segmented needs of consumers and competing with the original mature international brands in various categories. In this process, the ability of enterprises to discover real new needs is largely tested.
The live broadcast e-commerce that grows with domestic brands has just become a magnifying glass for enterprises to observe consumer needs. Lin Guobiao, the founder of Xinyou brand, introduced that during the epidemic, many consumers could only do beauty at home, and Xinyou created basic products according to the new needs of home beauty, and then continued to interact with consumers through the live broadcast room, and constantly received more new needs from consumers such as face, neck, back, etc., and continued to improve product functions and iterate products.
Bai Yanjing also said in the sharing that in the process of brand growth, East Beast interacts with consumers through modern new live broadcast methods to understand consumers and collect consumers' feedback on products and brand concepts, thereby accelerating innovation.
Live streaming e-commerce is also a mouthpiece for consumers' real needs. Li Jiaqi shared how live broadcast e-commerce can help domestic brands, starting from subdividing fields and needs, and digging bigger and bigger holes**. Whenever I introduce a good product and say the link, I will observe how many consumers will want to own the product, and I will also collect consumers' reactions to the first sight of the product through consumer evaluations. Li Jiaqi introduced that live e-commerce plays an intermediate role in consumers and domestic brands, collecting consumer needs and changes that consumers want the brand to make, and then communicating and negotiating with the brand, so as to promote the brand to continuously innovate products and improve services around the real needs of consumers.
[Become a consumer's favorite "person"].
Discovering the real needs is just the starting point.
Li Jiaqi recalled that when he first became an anchor in 2016, it was difficult to see the names of domestic products in the top ten on the Double 11 promotion list. He mentioned that at that time, many people were wearing colored glasses to look at domestic products, and as long as he recommended domestic brands in the live broadcast room, he would see messages of "cheap" and "domestic products and ingredients are not good".
Why can foreigners sell some of our Ganoderma lucidum and ginseng into their skin care products to a very high level, and appear in China? Why can't the Chinese do it? Actually, it's completely achievable. Bai Yanjing also felt it, but "if there is no trust, it will never be possible." ”
Zhang Ye, the founder of Tsingshan Capital, threw out a difficult question. "For enterprises, for brand innovation, they are talking about innovation and research and development. So how can your innovation and R&D be perceived by consumers? Especially cosmetics, in fact, cosmetics are also in the field of skin care, the feeling or feedback is very lagging behind, or it is a long cycle of feedback. ”
Looking back, it is the new media represented by live broadcast e-commerce that has built a bridge for domestic brands to reach the hearts of consumers. Zhang Weiwei, founder of Trade Bank Sihai, introduced that the dominance of the consumer market has shifted from family consumption to personal consumption, which has led to the explosion of species on the supply side of the consumer market since 2015, but consumers who were Xi to "people looking for goods" at that time suddenly encountered a choice dilemma in the face of a large number of new goods, especially newly created domestic brands. In 2016, live broadcast e-commerce should come out from time to time, Li Jiaqi and other professional and interesting anchors use "people" as the medium, consumers can understand new products and new brands efficiently and intuitively through the "people" they are familiar with and trust, and help brands and consumers establish a new link model of "people-people-goods", thus helping a large number of domestic brands to enter the "heart" of consumers.
Li Jiaqi said that during a live broadcast, consumers left a message asking which one they should buy when 50 essences were launched during the promotion in the live broadcast room. This question made Li Jiaqi feel that his head was instantly opened, and he immediately held a meeting to discuss, and decided to launch a content column "Li Jiaqi's Small Classroom" in the live broadcast room, focusing on introducing a class of products in each issue, and dismantling them from multiple dimensions such as **, suitable for skin type, scientific research, and ingredients, so as to help consumers better choose matching products based on their own conditions.
After the launch of the "Li Jiaqi Small Classroom", Li Jiaqi's team found that consumers are not averse to professional content, but they don't like to listen to too boring explanations. Li Jiaqi's team is constantly working hard to make the explanation process simple and interesting. Under the intimate "translation" of Li Jiaqi's team, many consumers have become suitable groups who understand ingredients and formulas, and with the continuous upgrading of "Li Jiaqi's small classroom", consumers continue to advance to people who understand efficacy. So much so that there is a joke on the Internet that Chinese girls are all "doctors of chemistry", and they are familiar with professional terms such as nicotinamide and peptides.
Under the "translation" of live e-commerce, consumers are becoming more and more experts and constantly voting for domestic brands with quality assurance. These brands have a greater incentive to invest in innovation, and the positive cycle of supply and demand that rolls forward is also initiated.
[A new iron triangle full of fireworks in the world].
It is worth noting that while promoting consumers and domestic brands to move forward hand in hand, the live broadcast e-commerce industry is also setting off profound changes, accelerating from "personalization" to "personalization".
For a long time, when people mention live broadcast e-commerce, the first thing that comes to mind is Li Jiaqi, Dong Yuhui, Luo Yonghao and other interesting and professional "people", but in fact, these well-known anchors are supported by a strong system. At the 2023 New Domestic Brand Development Conference, Li Jiaqi reintroduced "himself".
In fact, the three words 'Li Jiaqi' no longer belong to me today, behind the three words 'Li Jiaqi' represent the 30 excellent anchors and 600 middle and back office colleagues in the live broadcast room so far, as well as 1200 employees of the entire company of the United States, as well as hundreds of thousands of excellent brand partners who have cooperated for many years. It is the combination of these numbers that makes Li Jiaqi's live broadcast room, and it is the joint efforts of all colleagues that allows Li Jiaqi's live broadcast room to accompany all girls and all consumers every day. It is hundreds of thousands of brand partners, and the cooperation of our team can better serve thousands of consumers. ”
Li Jiaqi's live broadcast room is not only Li Jiaqi, it is the inevitable evolution of the entire live broadcast e-commerce industry. At the beginning of the development of live broadcast e-commerce, many people regarded it as a new traffic password and an efficient sales channel.
And Li Jiaqi still remembers that at the beginning of entering the United States, Qi Zhenbo, the founder of the United States, reached a consensus with him, and the goal and vision of the United States is to build a century-old brand channel. Adhering to the principle of "strict product selection, compliance, strong operation, and after-sales assurance", this leading live broadcast e-commerce company took the lead in launching enterprise standards in the industry and leading the standardized development of the live broadcast e-commerce industry.
After several years of rapid development, the industry has now fully recognized the concept of "only the traffic responsible for consumers is a compliment", and has generally begun to build a complete system of front, middle and back office to better assume the responsibility of bridging between consumers and brands.
At the same time, live e-commerce is also accelerating from an industry to an ecosystem. On the one hand, domestic brands have been deeply integrated with live broadcast e-commerce. According to the data, in the past year, the number of new store broadcasts has exceeded 300,000, of which more than 27,000 store live broadcast rooms with transactions exceeding one million have exceeded one million, and nearly 4,000 have exceeded 10 million. On Douyin, the proportion of store broadcasts has also increased from 17% in 2019 to 30% in 2020 and then to 50% in 2022.
On the other hand, head anchors, mid-waist talent anchors, store broadcasters, and brand live broadcasts have formed an organic division of labor, and jointly build a business network in the new era with domestic brands. Hu Genhua, the founder of SkinFuture, introduced at the conference that SkinFuture has focused on building a live broadcast team this year, including Dabo and self-broadcast, so that the live broadcast room of Daren and the brand self-broadcast room can form a joint force and better precipitate crowd assets.
With the transformation and upgrading of China's economy, in general, we are in the process of selling products to providing services, providing value, and leading lifestyles. Guan Qingyou, vice president of the China Private Economy Research Association and president of the Institute of Financial Research, analyzed at the conference that this process is easy to say, but it is very difficult to do, and enterprises should be Xi to selling products to Xi to providing services, providing brands, and providing lifestyles.
From the docking of people and goods at both ends in the era of selling goods to the emotional resonance of the service era, it is believed that live broadcast e-commerce, which is accelerating the development of "personification", will form a more solid "people-people-people" iron triangle with domestic brands and consumers. Domestic brands will also continue to join hands with live broadcast e-commerce to bring us more surprises.
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