Five departments to push the "Three Products" Action Series Comments ③ | Digital Open the new space of Guo Chao brand growth

Fengkou Finance Reporter Shi Bingbing

Recently, the "Digital Aid" Three Products "Action Plan (2022-2025)" (hereinafter referred to as "Action Plan") jointly issued by the Five departments such as the Ministry of Industry and Information Technology (hereinafter referred to as the "Action Plan"), in the column requirements of the "brand cultivation capacity improvement project", strengthen the new consumer group Study of consumer orientation, innovate consumption scenarios, and promote the construction of the national tide brand.

With the continuous enhancement of China's comprehensive national strength, the rise of the national tide brand is the time of the times, and this heavy support also reflects the high attention to the national tide brand, but also means that the national tide brand construction driven by digitalization will welcome the construction of the national tide brand. It will welcome the welcoming. Come to a new growth point.

In a certain sense, as long as the brands that can integrate Chinese elements and set off consumer trends belong to the category of the national tide, and more importantly, the "national tide" with culture as the language and the brand as the carrier, to preach the Chinese people to life for life to live in life. manner. In the new era of the consumer market, young people are being defined for the main consumer army. situation.

Picture source: Visual China

Zhang Xiaoquan, who has a history of nearly 400 years, has been digitized to the production chain. It has been upgraded from a company that specializes in knife and cutting to more than a dozen categories such as kitchen utensils, hotel appliances, medical devices. A number of cultural and creative products such as "Transformers" and "Liangzhu Culture"; as a native Shandong kitchen appliance brand, Jiuyang focused on the trend of the new national tide, focusing on the field of young groups and science and technology. Jiuyang is committed to creating a space kitchen project and has become the development unit of China's manned space space kitchen.

Fu Meng from the Great Wall Strategy believes that from the perspective of consumer development, integration of online and offline is the only way. Many domestic and foreign consumer goods companies have accelerated the accumulation of data to strengthen the digital Zhongtai, and to open the second round of growth through the force of digital technology.

Fu Meng pointed out that with the help of digital technology to create a "national tide brand", the first is to strengthen corporate operating capabilities. With the help of digital technology, the core is to grasp user needs and further promote the supply side from the demand side to allow corporate decisions to depend on data instead of experience decision -making decision -making Essence The second is to strengthen the production capacity. Behind the digital transformation of the Guocao brand is the digitalization of manufacturing or services and the digitalization of the supply chain control. The production capacity of digital product is used to ensure the quality and increase the efficiency, and further provide personalization around the subdivided users. product. The third is to strengthen sales capabilities. It is more of the digitalization of sales scenarios or channels. Digital channels can directly reach the consumer group and quickly reflect the market. The digital scenarios further strengthen the user experience and form the stickiness of the customer base.

The "Action Plan" also specifically mentioned that it is necessary to tap traditional cultural genes and intangible cultural heritage such as Chinese culture, Chinese memory, and Chinese old names, strengthen research on consumer orientation of new consumer groups, innovate consumer scenarios, and promote the construction of Guo Chao brand. Relying on cross -border e -commerce to expand the brand to go to sea and develop a diversified market.

It can be seen that the "Action Plan" has accurately positioned the efforts and efforts for the construction of the Guo Chao brand, and these efforts and strength points conform to the changes in the consumption era, including the improvement of the national economy and national culture self -confidence, new new new, new new, new new and new culture. The rise of consumer groups, improvement of commodity supply capacity, etc.

Picture source: Visual China

Nowadays, the post -90s and post -00s that have grown up with China's rise have become the main consumer. They yearn for products that are focused on and have unique insights, and have a natural sense of identity in domestic brands. At the same time, with the comprehensive improvement of my country's industrial manufacturing capabilities, industrial design capabilities, brand shaping capabilities, and marketing capabilities, my country can provide local products comparable to foreign brands that are comparable to or even better, and industrial and consumption upgrades require national tide brands. In addition, the brand strategy has risen into my country's national strategy. In the context of the core of domestic cycles, this also means that the Guochao brand will become a large domestic army in China.

Fu Meng believes that calling the Guo Chao brand to conform to the law of development. The old -fashioned industrial country stepped from the industrial economy into the cultural economy and followed the fashion design ability to inject new vitality into the manufacturing industry and lead the development of the times. With the improvement of my country's economic strength, it has also entered the commodity. At the stage of economic and economic iteration, it is necessary to give play to traditional culture. With the advantages of manufacturing, it is necessary to find a fit point to allow the national tide brand to rise.

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