5张图看懂：国货成为日常后，选择为何变复杂了？丨36氪年度透视⑦

Core Insights - The Chinese consumer market is undergoing a significant shift, with domestic brands increasing their market share from 66% in 2012 to 76% in 2024 across 27 fast-moving consumer goods categories, including skincare and cosmetics [2] - By 2025, domestic brands are expected to capture 50% of the apparel and footwear market, marking a historic turning point where they will compete equally with foreign brands [2] Group 1: Market Dynamics - Despite the increase in market share, domestic brands are characterized by a "long tail effect," with the top 20 brands holding less than 16% of the market share, indicating a lack of dominant leaders [8] - In the luxury goods sector, foreign brands maintain a stronghold, with the top 10 foreign brands accounting for 60.90% of the market share and controlling 95% of the market [11] Group 2: Growth Challenges - Domestic high-end brands are experiencing rapid online growth, but they still face challenges in changing consumer perceptions and establishing brand strength [14] - The next phase for domestic brands is expected to transition from low-level growth to a "hardcore offensive period," focusing on brand value and industry structure, similar to the dominance seen in mature markets like Japan and South Korea, where local brands hold 55% to 90% market share [15]