Zhong Guo Zhi Liang Xin Wen Wang·2025-11-14 06:36Core Insights - The "Double 11" shopping festival serves as a significant window to observe new consumer trends, showcasing the rise of domestic brands in the e-commerce sector, particularly in beauty and fashion categories [1][2]. Group 1: Rise of Domestic Brands - Domestic brands are increasingly dominating sales on e-commerce platforms, with brands like Proya leading in beauty sales and nine out of the top ten clothing brands being Chinese [1]. - The success of domestic brands is attributed to a cultural and economic shift, reflecting national confidence and a transformation from "made in China" to "created in China" [2]. Group 2: Innovation and Quality Revolution - The rise of domestic consumption is linked to supply-side innovations and a quality revolution, moving away from the stereotype of low-quality products [2]. - Brands like Proya and Bosideng exemplify this shift, with Proya focusing on R&D and quality, while Bosideng combines technical expertise with fashionable design [2]. Group 3: Cultural Confidence and Consumer Identity - The resurgence of domestic brands is driven by a collective awakening of cultural confidence among younger consumers, particularly Generation Z, who are increasingly valuing local culture over Western brands [2][3]. - Brands such as Chi Xia and Sanji Heihua have rapidly grown, reflecting a desire among young consumers to connect with traditional Chinese culture [2]. Group 4: Understanding Consumer Needs - Domestic brands excel in understanding and innovatively expressing consumer needs, capturing subtle changes in local aesthetic preferences [3]. - Successful cases include the popularity of Palace Museum cultural products and the rise of brands like Li Ning and White Elephant Foods, which resonate emotionally with consumers [3]. Group 5: Supply Chain and Digital Marketing - The robust industrial system and efficient supply chain in China enable domestic brands to respond quickly to market changes, facilitating flexible production [3]. - Innovations in digital marketing, such as live-streaming and social media engagement, allow domestic brands to connect directly with consumers, enhancing brand narratives [3]. Group 6: Challenges Ahead - Despite rapid growth, domestic brands face challenges such as avoiding homogenization, transitioning from "hit products" to sustainable success, and building brand resilience [4]. - Continuous investment in R&D, deeper cultural understanding, and improved service systems are essential for domestic brands to maintain their market position [4]. Group 7: New Consumer Paradigm - The rise of domestic consumption reflects a shift in consumer behavior, where quality, design, cultural significance, and emotional value are prioritized over price [4]. - This transformation is reshaping market competition and driving the upgrade of Chinese manufacturing and cultural expression [4].