The first Shanghai Internet New Consumer Brand TOP50 was released: Natural Digital Genes Decision New Consumer Circuit

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On August 28, the first Shanghai Internet new consumer brand TOP50 list was launched at the Shanghai Digital Life Festival.

Zhang Guohua, deputy director of the Shanghai Municipal Commerce Commission, Gu Jiahe, Expert Committee of the Shanghai Online Shopping Chamber of Commerce, Lin Haihan, vice chairman and secretary general of the Shanghai Trademark Association, and Cao Yuanhao, Secretary -General of the Shanghai Online Shopping Chamber of Commerce, attended the list of the list, and daily black, clever, and daily Mo Xiaoxian, Elephant State, Yongzhang, PMPM, You Shiyan, Moody, Xiall, Bebebus, Magic Vivien's ten brand representatives to award.

In recent years, in the process of building an international consumer center city, new online consumer brands have emerged endlessly. As an important economic consumer city, Shanghai has a high -quality business environment, a rich industrial supply chain, leading the trend of consumer market, vigorous online economy and the urban culture of Haina. Wer fertile soil.

The so -called new online consumer brand refers to the continuous upgrading of consumption. By adopting a new model of online and offline integration such as new platforms, new technologies, and new marketing, it provides new, or iterated upgraded new products and services new products and services. Create brand, as well as innovation of mature brands and old -fashioned names.

New consumer brands on the Internet are mainly for new consumer groups, leading new and fashionable consumption, and natural attributes of the digital economy, which usually run digitization throughout the whole process of brand development, production, sales, and dissemination. According to the statistics of mainstream e -commerce platforms, Shanghai contributed the sales of nearly 1/6 of the country in the country, and the number of new online consumer brands ranks first in cities in the country.

In July 2021, Shanghai was approved to carry out the cultivation and construction of international consumer center cities.

Under the guidance of the Shanghai Municipal Commercial Commission, the Shanghai Online Shopping Chamber of Commerce organized the list of the first Shanghai online new consumer brand. After a year, through the establishment of an expert group, carrying out market research, defining the concepts and scope of new consumer brands of the Internet, formulating selection standards, organizing expert review, and. There are four indicators for individual aspects), as well as comprehensive evaluation of brand potential (including user experience, innovation of e -commerce channels, communication power, and value power), and finally from the typical representatives of the 300 Shanghai online consumer brands Select TOP50.

This list is directed by the Shanghai Municipal Commercial Commission Committee and hosted by the Shanghai Online Shopping Chamber of Commerce. It is supported by platforms such as Hema, Xiaohongshu, Tmall, Miki, Dada Group, and Gets. John and Fudan Consumer Market Big Data Laboratory jointly released.

Final victory over the new consumer track, fast! ruthless! allow!

From the perspective of the industry, the first Shanghai Internet new consumer brand TOP50 is concentrated in food, beverages, beauty, beauty, clothing, clothing, home, sports, pets and other tracks.

These brands mostly use DTC (Direct To Customers, directly serving consumers), and use online consumption and social channels to consumers, occupy consumers' minds, and quickly form a certain reputation and reputation. New consumer brands are concentrated in the category of food, beverages and beauty shoes with high -frequency consumption characteristics. Most of them cut into high -price bands with creativity as the growth point, high recognition and winning high -frequency exposure, high consumable consumption frequency, short -term is short -term that is in the short term. It can obtain excellent scale growth, objectively accelerated out of the initial period, and won in the Red Sea market.

For example, the country established in 2020, ranking first in the dumpling industry in Tmall's sales 99 days. The PMPM established in 2019, the annual sales of two -year sales exceeded one billion. At 10:1st in 2020, the new category of "sugar -free sparkling wine" is the starting point, so that Tmall 618 soda wine is the first. The daily darkness was established in 2019, and the sales of 12 months exceeded 100 million yuan, and it was the first in the black chocolate category in less than two years. From the perspective of the overall growth rate, in 2021, the average annual sales growth rate of new TOP50 online consumer brands reached 276%, of which 22%of the brands reached more than 5 times, and more than 70%of brands doubled.

Natural digital genes, digitalization is the beginning! It's the end!

New consumer brands have natural digital genes and have always run through the ecological operations of organizational power, leadership, brand power, product power, marketing power, communication, sales and user power.

The sustainable digital ability is a password for the booming of the new consumer brand in Shanghai. Organizational digitalization, leadership digitalization, brand content, product personalization, marketing digitalization, digital communication, digitalization of sales, and digitalization of user operations have become the core common features of Shanghai's new consumer brands.

For example, the coffee brand Yongzhang has built an internal construction of event planning, design, products, markets, propaganda, and technical support for integrated platform operations. It continues to integrate more traditional Chinese elements in the brand. The IP stone -side genuine is a stone lion with Chinese characteristics. In the taste of newly developed, Yongxun launched the taste of Chinese characteristics such as frozen dried osmanthus, osmanthus, osmanthus, and osmanthus. Won the first place such as Tmall Coffee Line Category in 2021 to become a dark horse in the coffee track.

By the establishment of the data in the data, the pupil brand Moody continues to "update" consumer demand and leads the trend of fashion. In 2021 Double Eleven, Moody's sales volume steadily sitting on Tmall color contact lenses industry first.

The mother and baby brand Bebebus is detected by AI data to count the needs of millions of maternal and infant users, focusing on the research and development of neonatal spine products. At the same time, it has released the first Yuan universe IP image Amelie in China.

The building block brand Bruce can be combined with the mainstream platforms in the new Internet environment such as Douyin, Xiaohongshu, WeChat, and combined with multi -play and contact matrix of Dasian grass, cargo, live broadcast, and effects. Bao Da Bao Ma, Children, Building Block Lovers and other people have been effectively interacted with the people, becoming a leading brand of Chinese building blocks. In the Double Eleven Shopping Festival in 2021, Brook became the first place in cumulative sales of Chinese building blocks on Tmall and Jingdong dual platforms.

Under the blessing of digital genes, these brands have new kinetic energy, facing new demand for innovative supply and innovation categories, and leading the creation of a beautiful new life.

The online shopping platform helps the new consumer brand of the Internet

Many brands in the first Shanghai Internet new consumer brand TOP50 were sold through Tmall, JD.com, Xiaohongshu, Douyin e -commerce, gains, Pinduoduo, Hema Ma Ma and other third -party online shopping platforms. Consumer brands provide one -stop new experiences such as content and services, continue to create new business models, and continue to help the growth of new consumer brands on the Internet. It played an important role in the process of the emergence and growth of the new brand, and accelerated the incubation and dissemination process of new consumer brands on the Internet.

In order to recognize the promotion of online shopping platforms for the development of new consumer brands on the Internet, this list also released the online new consumer brand innovation service award. Xiahongshu, Tmall, Hema, Mei wrist, gains, and Dada Group 6 The company won this honor.

The development trend of new consumer brands in the future

In the past few years, a large number of new online consumer brands have completed the closed -loop of users based on Internet channels and digital technologies. The demand for young consumers is continuously diversified, personalized, and valuable, and the channels for obtaining information are more diversified.

At the same time, with the repeated impact of the epidemic, the new consumer market is full of uncertainty. New consumer brands will still face many challenges. New consumer brands will enter the "long -term" brand construction stage. The following trends will occur during its development:

1. Digital empowerment brand long -term construction

2. User digital operation will become the core barriers to the new consumer brand of the Internet

3. Epidemium spawns the rise of new digital tracks

4. New consumer brands of green networks are constantly emerging

The release of the first Shanghai Internet new consumer brand list provides a better display stage for new consumer brands on the Internet. At the same time, more online platforms are encouraged to participate in the creation trend of Shanghai's new brands. With the continuous advancement of the commercial digitization of Shanghai in the future, with the help of fashionable lifestyle and consumer network platforms, it empowers and encourages more emerging brands to be born and developed in Shanghai, adding new new brands to Shanghai, and new cities in international consumer cities color.

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