Online and offline interactions, domestic brands have found growth channels

Cultural confidence is a popular word in recent years. What follows is the rise of the entire domestic consumer market, the diversification of e-commerce channels, and domestic brands have also found new growth engine channels.

As long as people pick up their mobile phones, they can see traditional craftsmen who are dedicated to their skills everywhere, as well as intangible cultural heritage, traditional crafts that are about to be lost, and daily necessities that deeply bury consumers' childhood memories.

In the era of short videos, we have seen our own culture and are working hard to bring domestic brands into the homes of ordinary people!

1. The national trend is rising, and domestic products are revived again

A few years ago, consumption in the entire society has been upgrading, and the national trend has quietly risen. The younger generation is very enthusiastic about national trends and domestic products. This is also the underlying factor in the rise of new cosmetic brands Lin Qingxuan, Hua Xizi, and Perfect Diary.

In the past two years, due to the impact of the epidemic, the three major economies of the economy have been passively suppressed, and domestic demand has become very important to stimulate domestic demand. When a number of measures to stimulate consumption were introduced, the consumption potential of the whole people was released, and it also provided a greater market space for domestic brands.

At this time, China's manufacturing has already had a strong supply chain system, the quality of domestic products is also constantly improving, and domestic products are rising strongly. With the advent of the era of short video and live broadcasts, emerging communication media have become a window for the younger generation to understand the world, and the new media has also allowed China's traditional culture to find a channel to speak out, giving strong boost to the development of domestic products.

Because in short videos and live broadcasts full of fun, personalized and diverse, people feel the charm of traditional culture and their cultural confidence is enhanced.

The "Domestic Products Market Development Report" released by the Chinese Academy of Social Sciences mentioned a set of data, which fully demonstrates that traditional culture is blooming and bearing fruit through new media. From April 2021 to March 2022, the number of creators of traditional culture on short video platforms increased by 23% year-on-year, and the number of creative content increased by 51% year-on-year.

At the same time, commodity transactions related to domestic culture have also continued to rise. As of December 2021, the number of e-commerce live broadcast users in China reached 464 million, accounting for 44.9% of the total netizens.

电商为国货市场发展提供了更多新的路径，帮助传统文化实现了价值变现，让更多兼具文化价值与实用性的商品进入人们的日常生活。去年抖音双11期间，爆款榜国货数量占比达到了87.5%，其中老字号产品、地方农货、非遗手工艺品销量增幅显著。

2. Interest in e-commerce and leverage the domestic consumer market

After the social material enrichment is greatly enriched, people's consumption is mainly about interest. In the future, e-commerce business is no longer just about "people look for goods", but more about "goods look for people". Interested e-commerce comes into being . It recommends corresponding products based on the content that users are interested in, so that more domestic products can be seen and purchased.

This is a once-in-a-lifetime opportunity for domestic brands. Many old domestic brands have entered Douyin and worked hard on short video and live broadcast channels. As expected, a large number of old domestic brands have rekindled their vitality and returned to the public's vision.

Taking Fenghua, a domestic brand that everyone is familiar with, as an example, was founded by Huayin Factory in 1985. It is an old domestic brand for 36 years. On the day it was founded, it created the first liquid shampoo and conditioner brand in China, "Fenghua". The birth of "bee flower" changed the habits of Chinese people at that time, and created the history of Chinese people washing and caring hair with liquid products, so it became a household name.

In 2021, Fenghua entered Douyin, and its account tone is positioned as retro style, domestic products, simple and simple. It designed the live broadcast style with the brand's own style. As a result, the image of "old domestic products working hard to play live short videos" became popular across the Internet, causing a wave of memories.

Subsequently, Fenghua's account focused on short videos to smash the live broadcast room. The live broadcast room operation strategy is to broadcast the products at a regular interval, which mainly reflects the effectiveness of the product. It provides purchasing suggestions for users' quality of birth and problems. Fenghua's Douyin account easily gained 130,000 fans.

Today, Fenghua has an industrial base covering an area of ​​more than 45,000 square meters and has built 12 new production assembly lines, of which 7 are fully automatic production assembly lines, which are at the leading level in the entire industry. The estimated annual production capacity can reach more than 100,000 tons, and the planned annual output value will reach 1.5 billion.

Coincidentally, Shanghai Medicine Soap, a domestic brand from the same origin, has also rejuvenated its new vitality through Douyin. Shanghai Medicine Soap was founded in 1959. It is the first special antibacterial soap in my country and is also a product reported by the Shanghai Emergency Products Library.

In April 2022, Shanghai Yao Soap entered Douyin e-commerce to exchange old domestic products through self-broadcasting. Its sulfur hot spring liquid soap has become a popular hit, with a 99% praise rate of 500,000 bottles sold, becoming the number one hit soap.

Like Fenghua and Shanghai Medicine Soap, there are many domestic brands that have regained their lives through short videos and live broadcasts. When a group of brands that once served our lives and were forgotten by us return, it is inevitable that people will feel happy because these domestic brands have lived better through interest e-commerce.

3. Jointly to promote national trends

In early August, Douyin e-commerce began the "818 Discover Good Things Festival", which will last for 13 days until the end of August 18. This Good Things Festival provides targeted operational support or product subsidies to merchants and e-commerce experts of different levels through interactive topics, good things live broadcast rooms, potential experts support live broadcast rooms, layered task competition incentives, etc., to help them reduce costs and improve efficiency during the event, advance online and offline operations together, and gain new market growth.

The 818 Discovery Goods Festival has opened up a special area for "Adventures and Craftsmanship", focusing on promoting intangible cultural heritage good things, books, agricultural specialties and other commodities, giving craftsmen, book experts, new farmers and domestic products and time-honored brands more space to display, and paying more attention to social value behind the sales of goods.

At the same time, as the origin of many domestic products, Shanghai has also launched a "55 Shopping Festival", which is an offline event. After the epidemic, Shanghai is accelerating the pace of economic recovery and revitalization.

Since the opening of this "May 5 Shopping Festival", the participation of Internet e-commerce platforms has increased unprecedentedly. Not only did they use real money to subsidize Shanghai citizens, they also promoted local brands in Shanghai through online and offline linkages, organized key business districts, characteristic shopping streets, commercial enterprises, and brand enterprises to carry out marketing activities, drive physical consumption through online traffic, and promote consumption recovery and potential release.

Douyin e-commerce 818 Good Products Festival and 55 Shopping Festival have all worked together to promote domestic brands. After the online and offline connection, not only the national trends but also the traditional Chinese culture has risen. Products are used by more people and culture is seen by more people. This is a kind of win-win situation.

The future development of domestic products must be inseparable from new technologies and new media. The foundation of domestic products is the cultural attributes of products. Every culture is full of the love of the Chinese people for this land. Love needs to be supported by industries, and products need to be deeply based on the essence of traditional culture. Only when these are all can new technologies and new media be used to become popular for a long time.