Author: Wang Dan made outstanding achievements in the e-commerce shopping festival that just ended. In the first round of sales of an e-commerce platform, more than half of those who reached a turnover of more than 100 million yuan within one hour of sales were domestic brands. In the sales growth and ranking competition of multiple e-commerce platforms and channels, Chinese brands have also made great achievements. Among the top 100 hot selling products on a platform, the proportion of domestic products exceeded 90%. There is even "reverse overseas shopping" in consumption, that is, many overseas consumers buy "Chinese goods" through domestic e-commerce platforms. Many netizens exclaimed, "In the past, e-commerce shopping festivals were all the leading roles of foreign brands, but now Chinese brands have been caught up in the pursuit of them". In fact, the rise of domestic products is not a new topic. In recent years, the popularity of domestic products as a consumption trend and even subculture has become increasingly significant. In the shopping carnival, we fought with a number of international brands and gained the upper hand, but this is confirmed again. A report on China-Chic brand consumption insight shows that China-Chic's search popularity has increased more than five times in the ten years from 2011 to 2021. In the past, many people had the impression that there were not enough foreign products. Even if the quality was equivalent to that of imported brands, the reputation was often dwarfed and existed as "flat replacement". However, it seems that in just a few years, Chinese products have set up new "people" - some time-honored brands have gone out of their own cross-border rhythm and pace of innovation, and not only have made a lot of money, but also have exerted considerable influence in the international market; And those newly emerging Chinese brands are even more explosive. They have directly created new categories, opened up new tracks and successfully led the way. The choice of a certain kind or even a certain category of domestic goods can certainly be interpreted as a vote of confidence in the high quality and cost-effective of the goods. However, when this trend of choice appears in the fields with more high-tech content, such as clothing, cosmetics, food, daily necessities and even mobile phones and automobiles, it is better to say that the object of trust is not so much a specific brand or category as the whole "Made in China". In recent decades, with China's deeper and faster integration into the global division of labor system, Made in China has been able to achieve continuous transformation and upgrading, thus forging a stronger supply chain and a more competitive overall R&D, design and production capacity. This down-to-earth manufacturing capacity has well met people's escalating consumption demand, and to a certain extent, it has reversed the consumption concept that some people used to stick to. Without the support of strong manufacturing capacity and "feelings filter", this round of rising tide of domestic products cannot be supported. In particular, in recent years, China's digital economy has developed by leaps and bounds, the e-commerce ecosystem has become increasingly perfect, and a new batch of online consumption and social sharing platforms have risen rapidly. The improvement of these new infrastructure construction and the emerging innovation, together with the super large scale Internet user group in China, make low-cost digital marketing and product digital transformation a unique and huge advantage of Made in China. With the help of these new sales channels and new marketing methods, Chinese brands can find new consumers again and achieve a deeper connection with them; The precipitation and utilization of all kinds of big data enable these brands to have a deeper insight into new consumption demands