双11”收官 国货凭实力“圈粉

Group 1 - The core observation is that during the 2025 "Double 11" shopping season, domestic brands dominated sales across multiple platforms, indicating a significant shift in consumer preference towards local products [1] - Data from Tmall shows that the Chinese brand Proya ranked first in beauty sales, while two out of the top three positions in apparel sales were also occupied by Chinese brands [1] - According to JD's data, Chinese brands held two of the top three positions in cumulative mobile phone sales, and Douyin reported that domestic brands topped the lists for trendy menswear and fashionable womenswear [1] Group 2 - The change in consumer preferences is supported by a report from Accenture, which indicates that around 60% of consumers now prefer domestic products, a significant increase from previous years [1] - In the home appliance category, the preference for domestic brands rose from 55% in 2021 to 69% in 2025, while in the beauty and skincare category, the preference increased from approximately 12% to 43% during the same period [1] - This trend reflects a broader shift in consumption patterns from international brand dominance to a comprehensive rise of domestic products, marking the "Double 11" event as a natural culmination of these changes [1] Group 3 - The performance of domestic brands during "Double 11" is attributed to changes in consumption structure and industrial upgrades, with consumers prioritizing quality and experience [2] - The success of domestic brands is also linked to continuous investments in brand enhancement and R&D, which have been ongoing for several years [2] - The growth in brand orders has stimulated demand for local components, materials, and manufacturing services, creating a positive cycle that enhances domestic economic momentum [2] Group 4 - Industry experts believe that domestic brands have transitioned from being "alternatives" to competing on equal footing with international brands, driven by sustained investments in quality, technology, and branding [3] - Future success for domestic brands will depend on continuous improvements in product strength, innovation, and global capabilities, rather than relying solely on promotional events [3]