Has the immigration fever of Shanghainese increased?

The popularity of domestic brand search has risen, and young people have become the main consumers.

The popularity of domestic brand search has risen, young people have become the main consumer, and domestic consumption has entered a high-speed development channel. Clothing, beauty, food, personal care, automobiles and other fields also show the trend of the rise of foreign brands. The popularity of domestic brand search has risen, and young people have become the main consumers.

The popularity of domestic brands is rising, and young people have become the main focus of consumption. 1May 2022, 10 is the sixth China Brand Day. "China Brand Day 2022 Consumer Search Big Data" was released.

The data shows that the popularity of domestic consumer brands has increased by 27% in the past year, which shows that the whole people have higher recognition of domestic brands. In the hot search industry, major consumer industries go hand in hand, and the gap is not big. The mobile phone industry accounts for a relatively high proportion. It means that when consumers buy mobile phones, domestic brands are an important part of their consideration.

The top ten "national memory" domestic products in the hearts of netizens in 2022, among which childhood food is the protagonist. The data shows that Wahaha AD calcium milk, white rabbit toffee, bubble gum, Xizhilang jelly and other products are all on the list. These snacks that everyone loved when they were students are still concerned by netizens today.

Judging from the crowd, netizens in Shanghai, Beijing and Shenzhen pay more attention to domestic products. These first-tier cities have a large population and developed consumption economy, which are important markets for the rapid development of domestic brands. Judging from the per capita attention of different age groups, young people represented by the post-90 s and post-00 s are the main concerns of domestic consumption. This shows that domestic brands are being recognized by young people through high-quality design, function and quality.

The consumption wave of domestic products also reflects the change of people's lifestyle. Among them, after 00, in addition to enjoying digital products and make-up fashion, they also began to maintain health, and the pursuit of health was highly concerned by the group after 00. Similar to the post-90s generation, he joined the healthy army and was very interested in domestic fitness products such as treadmills and yoga blankets. After 80 s and 70 s, they pay more attention to domestic cars, electrical appliances, furniture and other categories. These new consumption trends represent the potential market of domestic consumption.

All kinds of data show that social challenges are constant, but the confidence of domestic products is quietly growing. It can be predicted that in the nationwide search, China's "Chao" brand will absorb and practice the consumption ideas and trends of the new era. With the rise of domestic products, the "national tide" surged.

The popularity of domestic brand search has risen, and young people have become the main consumers. On May 10, on the occasion of the sixth China Brand Day, the Institute of Sociology of the Chinese Academy of Social Sciences and the National Survey and Big Data Research Center of the China Academy of Social Sciences jointly released the 2022 Domestic Market Development Report: New Media, New Consumption and New Culture (hereinafter referred to as the report).

The report pointed out that with the upgrading of household consumption, the pattern of the rise of domestic products is taking shape, and domestic brands are welcoming a new development window. Domestic brands have ushered in a new development window period, mainly due to the changes at both ends of the supply side and the demand side, the enhancement of domestic brands' consumption awareness, and the promotion and assistance of new media interested in e-commerce.

First of all, the dual forces of demand and supply have promoted the rise of domestic products. On the demand side, the state has introduced a number of measures to stimulate consumption and expand domestic demand. By promoting the expansion and upgrading of consumption, constantly cultivating consumption hotspots and accelerating the release of consumption potential, it provides a larger market space for domestic brands. On the supply side, the manufacturing industry and supply chain are becoming more and more mature and perfect, and industrial upgrading has laid a solid foundation for the rise of domestic brands.

Secondly, the attention of domestic products is rising rapidly, and more and more consumers tend to choose domestic brands, especially after 90/95, young people become the new main consumer of domestic products. These new consumers have improved their knowledge literacy, have a stronger sense of autonomy and cultural self-confidence, no longer blindly worship foreign brands, are willing to pay for their own personality and interests, and pay more attention to consumer experience, which has become the fundamental driving force for the rapid rise of domestic brands.

According to Analysys data cited in the report, consumers tend to buy domestic brands in most categories such as food, dairy drinks, household goods, clothing and electrical appliances. In the 13 category of consumer goods, in the 1 1 category, consumers tend to choose domestic brands higher than foreign brands, and most categories are far ahead of foreign brands.

Benefiting from this, domestic consumption has entered a high-speed development channel. Clothing, beauty, food, personal care, automobiles and other fields also show the trend of the rise of foreign brands. Among them, the more developed the economy, the more vigorous the consumption of domestic products, and the users in second-tier and above cities account for nearly half of domestic consumers.

Leading domestic consumption comes from first-and second-tier cities, with Shanghai, Guangzhou and Beijing winning the top three. Guangdong province has the strongest consumption power, followed by Jiangsu and Zhejiang, and Henan, Shandong, Sichuan, Anhui, Hubei, Hebei and Hunan are among the top ten provinces.

At the same time, the rise of domestic products is inseparable from the continuous promotion of emerging media. On the one hand, with the advent of short video and live broadcast era, emerging media such as Tik Tok e-commerce have become an important window for young people to understand the world, which can not only enhance the confidence of domestic consumption, but also expand sales channels; On the other hand, new media also provides more new paths for the development of domestic product market.

The report pointed out that interest e-commerce, represented by Tik Tok e-commerce, combines product information with users' potential shopping interests, releases potential consumer demand, and allows more domestic products to be seen and purchased.

In e-commerce platforms such as interest e-commerce, the number of goods of domestic brands continues to grow, and explosive goods continue to emerge. For example, Tik Tok e-commerce data shows that in March 20021-2022, the number of domestic brand products on the platform increased by 508% year-on-year; In the explosion list, the number of domestic brands accounts for 92%, and the number of domestic products accounts for 93%.

The report also pointed out that in the context of the overall rise of domestic products, the influence of domestic brands in many fields is increasing day by day, and 90% of consumers are optimistic about the future development of domestic brands. With the change of users' consumption patterns, the stickiness of online consumption in China has been significantly enhanced, and e-commerce platforms have become an important channel for domestic sales. Emerging formats are constantly iterative and growing at a high speed, becoming an' important engine' to stimulate domestic consumption growth.

The popularity of domestic brands is rising, and young people have become the main focus of consumption. According to the data of the National Bureau of Statistics, the total retail sales of consumer goods in China increased by 12.5% in 20021year, and the online retail sales of physical goods accounted for 24.5%. The year 2022 is a crucial year during the Tenth Five-Year Plan period, and China's economy is entering a new historical stage. Under the main tone of "striving for progress while maintaining stability", consumption plays a prominent role as a "ballast stone" for the stable operation of China's economy.

Qu Fang believes that despite the impact of the epidemic, a number of new formats and models are still emerging in China's economy, which reflects the people's pursuit of a better life in China. China's economy is very resilient and has great potential for new consumption. In the past year, more than 600,000 users shared ice and snow sports in Xiaohongshu, and more than 350,000 users shared camping experiences in Xiaohongshu. More than 60% of the more than 26,000 registered camping enterprises were established after 2020.

During May 1 this year, the search volume related to camping in Xiaohongshu increased by 746% year-on-year, including many new camping equipment brands and many small and micro camping service providers.

On May 10, the Financial Program Center of China Central Radio and Television General Station announced the five China consumer brand tracks of outdoor sports, maternal and child care, health and wellness, house economy and pets in the 2022 China Brand Trend Release. These categories are also very popular in Little Red Books. People convey their love and support through notes, which also makes more and more brands flourish through platforms such as Little Red Book.

(The above picture is provided by Xiaohongshu with social platform support data)

Qu Fang believes that "brands create products, users share experiences and attract more users to consume, thus promoting the rejuvenation of products and brands, spiraling up and forming a positive cycle. Xiaohongshu has built a bridge between a better life and excellent brands, helping brands accurately find user value and helping users find products and services that make their lives better. "

At present, China's consumer brands are also showing a new trend, which is summarized as five major trends: national products are trendy, green and low-carbon, and users are * * * innovative by the China Brand Trend Release (2022) of the Financial Program Center of the Central Radio and Television General Station. Little Red Book users, as the favorite lifestyle community of young people, have deeply participated in and promoted these brand trends through sharing and creation, especially in the growth of consumption enthusiasm for domestic brands.

(The above picture is provided by Xiaohongshu with social platform support data)

According to the social platform data provided by Xiaohongshu for China Consumer Brand Trend Release (2022), by the end of 20021,the number of domestic brands in Xiaohongshu had exceeded 78,000, and users had searched for domestic brands for more than 65.438+02 billion times, with a total discussion volume of about 6 billion times. Among them, "after 00" accounts for 40%, and the number is ".

Qu Fang also conveyed her confidence in China's consumption and brand development. "Looking ahead, China has huge room for brand growth. Valuable sharing and temperature connection make Xiaohongshu more and more promising in creating a better life and helping China brand building. "