Are people buying net red or domestic products?
Editor’s note: This article is from WeChat public account “Quick knife finance” (ID :kuaidaocaijing), author Huang Xiaojun.
With the theory of “new consumption, huge waves”, who can seize new channels, new media and new products, who can play a new domestic product.
Now we talk about “the rise of Chinese goods” and always think that these four words are a bit greasy.
In 2015, when Lei Jun was selling Xiaomi on the stage, he proposed the concept of “the rise of new Chinese goods”. Enthusiasts are very happy to buy, when the sales of Xiaomi mobile phone exceeded 70 million, becoming the Chinese market NO.1.
Looking at this routine is feasible, and many local brands used in the marketing spread, the general copy used has become “the rise of Chinese goods.” Then, most brands are lying still, waiting for the rising market awareness to pull a hand.
In the field of clothing, for example, rich birds, noble birds, and good news birds basically belong to this category, and finally fly out of sight. Li Ning and Taiping Bird have changed, and now they can still be embraced by some young people. More brands may still be able to avoid the concept of domestic products, such as the emerging power UR, which is highly respected by the younger generation.
This year’s double 11, the Chinese goods sighed. The beauty brand’s perfect diary and boutique coffee brand three and a half, successfully topped the double 11 single category champion, breaking the record of foreign big-name monopoly.
A closer look, these two brands are very young. Three and a half were founded in 2015, only to win the A round of A+ round financing this year. It is low-key under the sound volume of Ruixing Coffee; the perfect diary is only established in 2016, if it is not the spread of Xiaohongshu and Yongyin, it is estimated that many straight men Thought it was a “perfect world.”
About the perfect diary and the rise of three and a half, many people think that it is a net red effect, and it seems that it is not related to domestic products. Is the rise of Chinese goods really far away, and people buy net red or domestic goods?
▲ Source: Baidu Pictures, Cartography: Fast Knife Finance