Why Is "Net Red" Pioneering Brand Red?

"Now many domestic products are at the top end.

More and more consumers are welcome! "Liu Lihua, senior data analyst at the first financial business data center (CBNData), said after 00," and introduced the performance of 2014-2016 years of consumption upgrading from 8 aspects: consumer's pursuit of health, pursuit of lifestyle, pursuit of international consumption, attention to the products themselves, application of technology in the consumption field, trend of originality and customization, generalization of categories, and influence of opinion leaders on users.

Why is "net red" pioneering brand red? Health and details are the key.

Liu Lihua said: "consumers are increasingly pursuing health.

Now there are many "net red" entrepreneurial brand, a very important direction is to make healthy iteration on the basis of the original product.

Because most of the previous products are industrialized products, to ensure the operation of the fast assembly line, the control of raw materials and quality control is bound to be weaker.

One of the most important points of moving the red brand of the entrepreneurial network like Lok Chun or Guan Cha is the concern for health and natural raw materials.

She pointed out that many consumers today are different from their parents and grandparents. They began to focus on tea or health products when they were young.

"Since 2014, some categories of search and attention have become very high.

For example, in the field of beauty, nail armour, wax therapy machine, fat remover, hairdressing machine, electronic beauty apparatus, steaming machine and so on, sales volume has increased significantly in 2016.

Liu Lihua believes that this shows that consumers pay more attention to the details of life, the original is most concerned about the overall appearance, but now very concerned about a small part of the body.

"There are also some flower brands. Do you really want to buy this flower? Not necessarily. Actually, she just wants to feel the life atmosphere created by flowers.

Therefore, the most fundamental change is from product to lifestyle concerns. "

After 90's 00, the sensitivity of the international brand is reduced, and the domestic goods are strong rising.

According to the world clothing shoes and hats net, in recent years, Chinese people travel abroad more and more frequently. Buying and buying is an inevitable choice.

Therefore, Liu Lihua's viewpoint that "consumption of the world is getting more and more flat" has been quickly recognized.

Liu Lihua said that since 2014, online import consumption has also changed: the country of origin is more diversified, and there are more channels for consumers to buy imported products.

Moreover, the consumption of imported products in coastal areas such as Shandong and Fujian has increased, and the growth of Beijing and other traditional cities and developed areas such as Jiangsu, Zhejiang and Shanghai has been limited.

"We can get more and more international commodities. Do consumers choose international?

"No, it isn't."

Liu Lihua then pointed out a special phenomenon: "now we choose commodities, more depends on whether the goods of this country can meet my cost performance requirements.

At the same time, after 90, the sensitivity of the 00 international brands decreased.

They mostly look at the commodity itself. If the national goods are good enough, I will also choose domestic products.

Taking baby care products as an example, she shows that the coverage of domestic products is rising.

"This is different from what we originally thought: in the category of mother and infant, we feel that the quality of international goods is often better and the possibility of choice is greater.

In fact, it is not, if domestic products can be recognized by consumers, everyone will be willing to choose.

In addition,

Node, high-end goods, the share of domestic goods is also increasing.

We can take a look at this ranking. In furniture, clothing, furniture, building materials, and home appliances, Chinese products account for more than half of the market. "

People prefer original and customized products.

When the miter instrument enters more families, the emergence of sweeping robots is no longer so bizarre.

However, Liu Lihua pointed out that although technology has brought great changes to our lives, the penetration of highly sophisticated robots to consumers is still in the early stage of industry.

On the contrary, some small household appliances that are not so high in technology but can solve practical problems are selling better in the market.

"In addition, standardized products gradually lose market, and original products are superior to customized products.

For example, in the field of clothing, the first consumption upgrade is from the mainland brand to the fast fashion brand, such as Zara, HM, etc.

Over the past two years, these fast fashion brands have been unable to attract young consumers.

In the field of beauty makeup, the first upgrade is from domestic products to international brands. Now some international brands are also hard to attract the frontiers.

They will choose more small brands of Cosmetology in Europe and America, or organic essential oil brands and medical beauty brands.

Liu Lihua said that since 2014, the sales of customized products have greatly increased online, and have penetrated into the smaller categories, such as jewelry bags, make-up, accessories, underwear and so on.

"Everyone will have a higher preference for something different."

Finally, Liu Lihua said that the most fundamental reason for the upgrading of consumption is the change in the consumption structure of young consumers.

"80% after 90% of the proportion of consumption increased in 2016, the higher ranking is home decoration, skin care, tea, health products, tourism, which is very different from the consumption structure after 60, 70.

Including buying furniture DIY on the Internet, the original consumers will not.

The key to business upgrading now is a fundamental understanding of the younger generation's lifestyle.

If you know how these consumers live and what problems to solve, this is the direction you should upgrade.

More interesting reports, please pay attention to the world clothing shoes and hats net.