From the international famous brand of Love Buy to the trend brand of buying Chinese products, "Double 11" promotion, Chinese brands counter attack and occupy the "C" position!
2022-11-11
Reading tips At present, the "Double 11" promotion is hot, and the battle effectiveness of domestic brands has been highlighted. From Tmall to Suning E-shop to Vipshop, from Xinxuan live broadcast room to Li Jiaqi live broadcast room to Yintai Department Store, the counter attack of Chinese goods in the "C" position is a highlight. The insiders pointed out that the self consumption consciousness of young people is gradually awakening, and they are more willing to pay for their self-identity and sense of value. In addition, live delivery has become a top stream and social platform, which also eliminates the sense of distance between domestic products and consumers over the years. Liu Jingxuan, who lives in Longhu Garden, Xinnan Road, Chongqing, is a post-90s female white-collar worker of a joint venture. This year's "Double 11", she bought most cosmetics, skin care and clothing products. Unlike the previous pursuit of international famous star products or imported luxury brands, more than eight Chengdu brands in her shopping orders this year are domestic brands. "Compared with international brands, domestic brands are more suitable for our young people, and do not have such high consumption capacity requirements. Besides, the quality of domestic brands is also very good, and the feeling of using them is not inferior to that of big brands." On November 9, she told reporters like this. Since the "Double 11" promotion was officially launched on October 31, from Tmall to Suning E-shop and then to Vipshop, a sales boom of Chinese goods has swept across all major e-commerce platforms. Chinese products are loved by more and more people, and the counter attack occupies the "C" position. Chinese products are rising rapidly. At present, the "Double 11" promotion is in full swing, and the battle effectiveness of Chinese brands has been highlighted. At 8:00 p.m. on October 31, the first wave of Tmall's "Double 11" sales was launched. Just one hour after the opening, 102 brands had a turnover of more than 100 million yuan. Chinese brands accounted for more than half of the total, becoming a highlight. After the opening of the "Double 11" pre-sale, from October 22 to October 31, 10 days, the sales of 8 Chinese brands in Xinxuan live broadcast room exceeded 100 million yuan, and the sales of 29 Chinese brands exceeded 50 million yuan. After the official opening of the "Double 11" this year, the sales of many domestic brands in Li Jiaqi's live broadcast room increased significantly. In Yintai Department Store, the overall growth of Chinese brands has exceeded 30%, led by Anta, Bosiden, Maimeng, Mao Geping, Zhu Bingren and other brands, which conveys the cultural confidence of the younger generation. In terms of cosmetics, according to the data of Yiou Think Tank, the attention of domestic consumers to domestic brands has increased from 45% in 2016 to 75% in 2021, a growth rate much higher than that of international brands. In fact, the price band of today's domestic beauty products is not low, and it is gradually close to the lower limit of the price of foreign brands, which means that consumers are more willing to pay for domestic products. Some netizens exclaimed that in the past, the stage of "Double 11" was almost the leading role of foreign brands, and they were also seen in the sales ranking. But now, Chinese brands have quietly counterattacked in the pursuit. Consumers have gone from buying international brands to buying Chinese fashion brands. As Adidas CEO Casper Rosted said, "Chinese consumers have changed. They are favoring local brands rather than global brands." Some insiders pointed out that international fashion FMCG giants such as ZARA were all the rage in the Chinese market in the past due to their quick response ability in the supply chain. But this move was quickly won
Edit：Yi Bin Responsible editor：Li Bin Wei
Source：Xin Hua news
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