Look at the domestic goods at the Expo: Performance of the breakthroughs and emergencies of domestic consumer brands

Xinhua News Agency, Haikou, July 27th.

Xinhua News Agency "Xinhua View Point" reporter Luo Jiang and Wang Cunfu

The porcelain tableware inherited for thousands of years, the latest electric wing wing surfboard ... In the exhibition area of ​​20,000 square meters, more than 1,200 domestic brands are wonderful, and there are 5,000 square meters of domestic products. At the second China International Consumer Products Expo held in Hainan, a group of domestic consumer brands were very dazzling. Their breakouts and roads left deeply.

Guo Chaoyong Fairy Expo

Wang Wenyu, the curator of the Chinese Store Boutique Museum, said that the domestic product boutique paid an eye on the new trend of "post -00s" consumption, showing the transformation of domestic goods from "Made in China" to "China Intelligent Manufacturing", showing the inheritance and innovation of the old name.

A group of "China Intelligent Manufacturing" latest results appeared. According to Zhu Lingbing, the brand director of HKUST Xunfei Translation Machine, introduced that HKUST Xunfei Translation Machine 4.0 launched the first show at the exhibition. The new products support 83 languages ​​online translation, can identify user gestures, and realize "pick up and say, let go of translation".

The host, the transmitter, and the receiver form a shared charging station. Parking the electric bicycle on the transmitter can be charged separately. At the theme hall of Guangxi, Fox Lingling Intelligent Technology Co., Ltd. showed independently developed wireless charging and power supply technology. Huang Xin, general manager of the company, said: "The company has deeply cultivated the new energy power wireless technology industry and has been deployed in many places in Guangxi. During the Expo, a branch has been established in Guangdong and Hainan."

It is worth noting that my country's manufacturing industry has jumped to the high -end industrial chain and laid the foundation for the rise of domestic goods. The "2022 Domestic Development Report" issued by the Chinese Academy of Social Sciences pointed out that the transformation and upgrading of the internal structure of my country's industrial industry, and the proportion of manufacturing, especially high -end manufacturing, has increased rapidly. With the increase of scientific research, key industries such as photovoltaic, new energy vehicles, home appliances, and smartphones are among the forefront of the world.

Gao Wenzhen, an associate researcher at the Institute of Sociology of the Chinese Academy of Social Sciences, pointed out that during the transformation of "Made in China" to "Chinese creation", the quality of domestic goods continued to improve, and many original brands emerged. These brands emphasize quality and design and open up development space.

For example, in the field of outdoor sports supplies, domestic goods have become cost -effective compared with high -priced foreign big names. Local camping brands such as Sikle and Mu Gao Di are favored by consumers, and Sikle has become the Beijing 2022 Winter Olympics and the Winter Paralympic Franchise Manufacturer.

In addition, traditional consumer goods are changing and promising in development. The new brand of Shanghai Yuyuan Tourism Mall (Group) Co., Ltd. "Taste Home" is keenly capturing the new trend of "home for dinner" and joined hands with the old -fashioned market to attract young consumers with fast life.

In recent years, the performance of boutique domestic goods in the fields of food, beauty, electrical appliances and other fields is impressive. Liu Hui, the dean of Jingdong Consumption and Industrial Development Research Institute, said that the recognition of domestic and old -fashioned brands has continued to increase. JD Data shows that from 2018 to 2021, the transaction amount of related products increased by 284%, and sales increased by 411%.

What is the rise of domestic products?

—— Open differentiated "new track".

A report issued by the well -known consulting agency KPMV pointed out that China's new domestic brand has cut in from a large consumer category with large market demand and high competitive intensity. Some brands also started with new consumption needs such as "one person economy" and "her economy", and developed the category of "from 0 to 1".

For example, sodium hyaluronate used in skin care products extends to the new application field, and new products that focus on various functions frequently appear at the exhibition. Relevant drinking aquatic products launched by Huaxi Biotechnology Co., Ltd. allows consumers to add hyaluronic acid when drinking water.

——The fusion function and aesthetics.

At the Expo, the old brand seagull watches made attempts to approach the "post -00s" and launched limited edition products such as Du Hufu and Xiaoyan fonts that integrate the Warring States Period. Designer Du Yifeng said that he must rely on unique design and reasonable price to attract young consumers.

Shenzhen Guo Po Yongfengyuan Co., Ltd. strengthened cross -border cooperation and launched joint models with well -known domestic white wine and tea brands. "Only by creating products that conform to the contemporary life scene can traditional culture be inherited." Said Xiao Wenke, the company's brand director.

——The technology enable product upgrade.

At the Expo, the exhibited stone self -cleaning and dragging robot G10S series can solve the "pain points" of consumers through technical research and development to achieve automatic wash, dust collection, hydration, bacteriostatic, and self -cleaning of base stations. Liu Hui said that making full use of digital technology and reducing costs and efficiency through digital intelligence supply chains and other methods will effectively increase the market share of domestic goods.

——The new media helps brand plastics.

During the Expo, the live broadcast interaction and the "Cloud Exploration Museum" were noticeable, and "explosive models" were constantly generated. Feng Jianfeng, chairman of Dalong.com Group, said that through new media forces, more domestic products were seen and purchased. The new media can strengthen the interaction between products and consumers, and make targeted product innovation while plastic new brands.

To expand the market, we need to continue to improve quality

Kuang Xianming, a researcher at the Economic Research Center of China (Hainan) Reform and Development Research Institute, pointed out that the further expansion of domestic goods requires continuous quality articles. It is necessary to improve the standards in terms of technology and services, so that "Made in China" and "China Services" will become a guarantee of quality.

At present, more and more domestic brand brands strive to accurately locate consumer needs.According to Liu Hui, JD.com has cooperated with more than 2,000 companies to achieve reverse customization (C2M) to understand consumer demands in depth and help manufacturers provide the most suitable products and services for consumers.Kuang Xianming also emphasized that it is also important to do brand building.Many domestic products carry unique cultural connotations, and brand communication must further adapt to the characteristics of the audience and seize the characteristics and preferences of young groups.In addition, enterprises should pay attention to establishing a good social image and focusing on public opinion.

Feng Jianfeng and other participants pointed out that information in the new media era is no longer unidirectional communication, and the brand image is often constructed in the interaction between enterprises and consumers.A large number of social media platforms characterized by user original content and interactivity, the rise of vertical communities, and mobile e -commerce have brought broad opportunities to corporate brand building.

[Editor in charge: Shi Ge]

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