Core Viewpoint - The resurgence of domestic brands in China, particularly during the "618 Shopping Festival," highlights a significant shift in consumer preferences towards national products, surpassing many international brands in sales [1][6]. Group 1: Historical Context of Domestic Brands - The concept of "national goods" dates back to the late Qing Dynasty when foreign products dominated the market, leading to a push for the protection of domestic brands [2]. - The first "National Goods Year" was established in 1933, but the development of domestic brands faced significant challenges until the economic reforms post-1978, which marked a golden era for national brands [4]. - From 1980 to 2000, numerous well-known domestic brands emerged across various sectors, including food and beverage, daily chemicals, apparel, home appliances, and technology [4]. Group 2: Challenges Faced by Domestic Brands - The entry of foreign brands after China's accession to the WTO drastically changed the competitive landscape, causing many domestic brands to lose market presence due to a lack of competitiveness in products, channels, and marketing [5]. Group 3: Current Trends and Consumer Behavior - Recent data indicates that over 90% of the top 100 best-selling products on Douyin's e-commerce platform are domestic goods, with younger consumers (post-90s and post-00s) showing a strong preference for these brands [6]. - The rise of domestic brands can be attributed to four key factors: the internet, the Z generation, national cultural momentum, and self-evolution [6]. Group 4: Key Factors Driving the Resurgence - The internet has transformed retail, allowing domestic brands to compete more effectively against foreign brands by leveraging e-commerce and live streaming as new sales channels [7]. - The Z generation, characterized by their access to information and preference for quality and value, is less enamored with international brands and more inclined to support domestic products [8][9]. - The increasing cultural influence of China on the global stage enhances the appeal of domestic brands, as consumers now feel a stronger connection and recognition towards them [11][12][13]. - Domestic brands are evolving by focusing on differentiation, product innovation, and effective brand marketing to adapt to the new market environment [14]. Group 5: Future Directions for Domestic Brands - To succeed, domestic brands must engage with younger consumers, understand their preferences, and innovate continuously in product design and marketing strategies [17][19]. - Innovation is crucial for high-quality development, with examples of successful product diversification and new market creation demonstrating the potential for growth [20][21][22]. - A long-term commitment to quality and detail is essential for building a sustainable brand, as opposed to relying on short-term marketing tactics [23][24][25]. Group 6: Conclusion - The rise of domestic brands is not merely a trend but a result of collective efforts from various Chinese enterprises, emphasizing the importance of quality and cultural identity in the global market [28][29][30].

文/片张志恒济南报道 品牌柜机=移动"广告牌" "得冰柜者得天下"? "夏天喝饮料的不少,这几天光可乐就卖了七八件。"经营个体超市的郭先生一边给买饮料的人结账,一边 对记者说着。 炎炎夏日,饮料需求呈现井喷式增长。艾媒咨询数据显示,67.3%的饮料消费发生在线下,超市货架、便利 店冷柜、街头小卖部构成品牌必争的"终端要塞"。为了让自家产品占据消费者视线焦点,各大品牌正展 开一场看不见硝烟的"冰柜战争"——从城市CBD到社区小店,从连锁商超到独立便利店,一场覆盖全场景 的"地毯式铺货"正在上演。 而在铺货过程中,品牌商们还通过各种激励措施,吸引零售商积极进货。常见的手段包括提供铺货赠品,如 购买一定数量的饮料赠送展示架、冰箱贴等宣传物料；针对旺季提供电费补贴和陈列费补贴；推出进货 折扣,鼓励零售商一次性采购更多产品等等。这些措施不仅提高了零售商的进货积极性,也增强了品牌与 零售商之间的合作黏性。"像是东鹏特饮、元气森林等品牌针对旺季会有陈列费和电费补贴,但是不固 定。"郭先生表示。 小冰柜里的陈列大门道 销量能相差30% 将热销或促销产品摆放在最显眼的位置,是提高销量的关键。根据《经济期刊》的研究报道,在可以平 ...