Core Insights - The evolution of "Guochao" (national trend) reflects a shift from merely supporting domestic products to a deeper cultural and brand loyalty among consumers, particularly the younger generation [2][3] - The concept of "super brands" is changing, requiring brands to establish a significant presence and cultural resonance beyond just product functionality [3][4] - A recent survey by 36Kr and NielsenIQ aims to identify brands that can navigate the challenges of global competition and changing consumer demands, marking a pivotal moment for China's consumer industry [2][4] Brand Evolution - The definition of "super brands" is dynamic, evolving from basic visibility in scarcity to complex cultural and technological competencies in a saturated market [3][4] - The growth logic of domestic brands is diversifying, with new brands focusing on niche markets and agile strategies rather than competing head-on with established giants [6][8] - The importance of cultural identity and consumer engagement is rising, with brands needing to create meaningful experiences that resonate with consumers on a personal level [9][10] Trends in Brand Development - Trend 1: In the era of influence, being remembered by consumers is the ultimate competitive advantage, shifting focus from mere visibility to value-driven choices [6][7] - Trend 2: New brands are leveraging precise market needs and rapid iteration to carve out opportunities in saturated markets, emphasizing a "precision + agility" strategy [8][9] - Trend 3: Consumers are increasingly seeking brands that offer emotional resonance and participatory experiences, transforming products into meaningful symbols of identity [9][10] Brand Rankings and Insights - The "Future Super Brands" list highlights brands that not only excel in product sales but also build strong user relationships and cultural influence [4][10] - The evaluation of brands is based on a combination of consumer survey data and retail performance metrics, providing a comprehensive view of brand impact [55][56] - The collaboration between 36Kr and NielsenIQ aims to provide a clearer understanding of market dynamics and consumer behavior, helping brands navigate the evolving landscape [56][57]

Core Insights - The concept of "super brands" is dynamic and evolves with consumer expectations and market conditions [2][5] - The transition from "buying domestic products" to "daily consumption of domestic brands" raises questions about what defines a "Chinese super brand" in a competitive landscape [3][6] - The growth logic of domestic brands is diversifying, moving beyond price competitiveness to focus on cultural resonance and technological innovation [6][9] Brand Evolution - In the past, "super brands" were defined by visibility and market dominance, but today they must establish a deeper connection with consumers [5][6] - The current market demands brands to have both "hard technology" and "soft power" to succeed [6][9] Trends Defining Future Super Brands - **Trend 1: Influence as a Core Asset** The focus has shifted from mere visibility to being chosen by consumers, emphasizing the importance of brand value in consumer decision-making [9][10] - **Trend 2: Agile Growth Strategies** New brands are finding opportunities in niche markets by addressing specific consumer needs and adapting quickly to feedback, contrasting with the previous "big and comprehensive" approach [11][12] - **Trend 3: Cultural Resonance and Value Expression** Modern consumers seek brands that offer meaningful experiences and emotional connections, transforming products into vehicles for personal expression [12][13] Brand Rankings and Insights - The "Influential Brand List" highlights established brands like Moutai and Yili, showcasing their strong market presence and consumer recognition [16][19] - Emerging brands are also recognized for their growth potential, indicating a shift in consumer preferences towards brands that resonate culturally and emotionally [8][11] Research Methodology - The evaluation of brands was based on a combination of consumer survey data and retail performance metrics, providing a comprehensive view of brand influence in the market [44][45] - The collaboration between 36Kr and NielsenIQ aims to identify brands with long-term value and future impact, reflecting the evolving landscape of Chinese consumer goods [44][46]

Core Viewpoint - The Chinese consumer market is undergoing a transformation from "quantity" to "quality," with the emergence of globally influential super brands expected in the next decade [1][19]. Group 1: Brand Evolution and Market Dynamics - Chinese brands are accelerating their presence on the global stage, exemplified by the success of "Black Myth: Wukong" in the gaming market, showcasing Eastern mythology [2]. - The release of the DeepSeek R1 reasoning model has redefined the commercialization of AI technology, highlighting the importance of innovation in brand development [3]. - Cultural consumption is thriving, with "Nezha 2" achieving a box office record of 15.9 billion yuan, ranking fifth in global film history, indicating a successful breakthrough for Chinese culture in the global market [4]. - The rise of brands like Pop Mart's LABUBU demonstrates the strong appeal of Chinese cultural creative products, attracting global attention [4]. Group 2: Historical Context and Brand Strategy - The evolution of brands reflects a continuous negotiation between commercial logic and consumer demand, with historical examples like Coca-Cola and McDonald's illustrating the importance of brand identity [6][7]. - The shift in consumer needs from survival to emotional satisfaction has transformed brand meanings, as seen with Nike and Starbucks redefining their products as lifestyle symbols [8]. Group 3: Challenges and Opportunities for Chinese Brands - Despite the rapid growth of domestic brands, many still rely on short-term strategies, facing challenges such as market noise and a lack of standards for consumer decision-making [16][17]. - The international recognition and premium pricing of Chinese brands remain insufficient, necessitating a strategic shift from "traffic operation" to "value construction" [9][18]. - The "Brand from China" initiative aims to identify and empower brands with long-term growth potential, moving beyond the "internet celebrity" status to establish a sustainable global presence [18][19]. Group 4: Evaluation and Selection Process - The "Future Super Brand" evaluation focuses on identifying brands with comprehensive value, market share, and innovation capabilities, using both quantitative and qualitative metrics [24][25]. - Categories for evaluation include "Influential Brands," "New Force Brands," "Technology Innovation Brands," and others, emphasizing the importance of cultural resonance and user loyalty [18][29].

Core Insights - The "Douyin Mall 618 Good Goods Festival" experienced explosive growth during its pre-sale period from May 13 to May 26, 2025, driven by national subsidies and platform incentives, particularly benefiting durable goods with high cost-performance ratios [1] - Various categories such as apparel and fast-moving consumer goods (FMCG) achieved significant breakthroughs through innovative store broadcasts and high-quality short video content during the promotional period [1] - The platform's promotional strategies, including "15% off" and "direct price cuts," simplified the purchasing process for consumers, enhancing both merchant growth and consumer satisfaction [1] Apparel Industry Highlights - The apparel category includes rankings for women's wear, sports and outdoor, men's wear, luxury goods, and jewelry [1] - Notable brands in women's wear include AMASS, LANCY, and Basic House, while sports brands like LI-NING and NIKE also featured prominently [3][7] Fast-Moving Consumer Goods (FMCG) Highlights - The FMCG category encompasses beauty, parenting education, food and beverages, personal care, health supplements, and more [14] - Leading brands in the beauty segment include popular names, while the food and beverage rankings highlight brands like Three Squirrels and Yili [23][27] Durable Goods Industry Highlights - The durable goods category includes mobile phones, 3C digital products, major appliances, small appliances, and home decor [51] - Top mobile phone brands include OPPO and honor, while major appliance leaders are Midea and Haier [52][59] Future Promotions - Douyin e-commerce plans to launch various themed promotional events leading up to key holidays, enhancing consumer experiences and supporting merchant growth [69]