China'S Rise: Tmall Double 11 Sales Of Over 100 Million Brand Chinese Goods Accounted For The Majority

No one can resist the innovation of domestic products.
The Tmall double 11 data shows that the brand of Chinese products, which represents the youth's memory of the previous generation, is revived: on the day of double 11, a total of 299 brands sold more than 100 million, of which 173 were domestic brands, accounting for nearly 60%. Huili, deli, Yunnan Baiyao, PEAK and other more than 50 national brands, is the first time more than 100 million.
For many 70 and Post-80 generations, these names represent "feelings", but they are standing on the Tmall double 11 billion brand list with the international big names. Behind the figures is the power of innovation.
What is the right brand of domestic products? The old brand is a good example.
In 1927, the first pair of back shoes were born in Shanghai. Over the next few decades, Huili has had many high gloss moments: in 1956, Huili was sold as a sports star brand because of a pair of basketball shoes. In 1984, women's volleyball girls won gold medals in the Losangeles Olympic Games with their back shoes, which once became a classic.
Until the 70s and 80s of last century, the figure of the shoe was visible everywhere in the streets. However, since the reform and opening up, private brands have emerged and competition has been fierce. Due to the lack of innovation in product design, the recall was forgotten. In 1994, the first Huili factory closed down and then went downhill.
Now, the 92 year old is thinking about how to return to youth.
In 2012, Hui Li settled in Tmall and began to focus on online. Thanks to the innovative design, the 92 year old is back in sight. This year, Tmall double 11, a pair of pairs of board shoes sold back to sell ten thousand pairs, become flagship store explosion, drive the overall sales of the store increased by 158% year-on-year.
Embracing the Internet has directly promoted the innovation of the 92 year old brand. The head of the Hui Li market said that after 70 and after 80 years, there was a general feeling of Huili, but the younger generation was relatively unfamiliar.
"Therefore, we have worked hard in younger design." This year, the company launched 4 explosive shoes, and 80% of its design comes from Tmall's data. "If we want to go younger, we need to know what the young people are thinking. Through Tmall data, we find that students and young white-collar workers prefer simple, fashionable and cost-effective design."
In the past, Huili just sold classic rubber shoes, did not release new models, on-line Tmall, the new release of force has a qualitative leap. Bao Junyi, a 90 year returnee designer, made an analogy with his experience of working in Italy: there are only two seasons in spring and summer and autumn and winter in foreign countries, and the speed is too slow, and Tmall can help brands to see the market demand faster. Now the flagship store is going to have a new 1 and a half months. "Tmall is a step faster than fashion week." She said.
The same old PEAK is also rising. This year, PEAK independently developed a series of technology running shoes series "state pole", and many Tmall launched the new model, sales broke out. This year's double 11, PEAK's first sales turnover of 100 million.
The 61 year old brand Old Swan, who launched the first automatic washing machine in China, doubled its sales on double 11 that day. Yunnan Baiyao, 117 years old, has produced famous drugs for beating injuries at home and abroad, and the sales of double 11 for the first time broke 100 million. A large number of old Chinese products are embracing the Internet and become new forces made in China.
Data show that in the Alibaba platform, in 2018, the cumulative number of search keywords related to new Chinese products exceeded 12 billion 600 million times, and after 00, it became the main consumer of new domestic products. Through innovation, the design and quality of domestic products has won the favor of young people, and has also announced the arrival of the new consumption era of domestic goods.