Consumers Have Given Local Brands Chips Against Overseas Brands.

According to the world clothing shoes and hats net, corney consulting management company recently released a report, compared to overseas.

Chinese young people are more likely to recognize local brands. Young people refer specifically to the millennial generation of China (those born in the late 1980s to early 1990s) and the Internet generation or the people born after 1998.

The global consulting firm surveyed consumers of different ages in China, Japan, India, the United States, Britain, France and Germany and found that several will be promoted in the future.

The trend.

The report shows that 71% of Chinese Internet users' trust in major domestic brands is gradually improving. Of course, 57% of Chinese netizens are more trusting of overseas brands.

"Chinese consumers, especially the younger generation, have more and more acceptance of local head brands. This marks a sign of the rise of China's local brands."

He Xiaoqing, director and partner of China's consumer and retail department, said that compared with five years ago, international brands are hard to win and retain consumer trust by providing high-quality products and services.

In the next 10 to 20 years, the young Chinese born in the digital age will be the largest consumer group.

About 60% of young consumers are more likely to buy brands that contribute to public welfare, such as supporting environmental protection, and will also pursue brands with unique brand value. This trend is particularly evident in the food industry.

According to the survey, if the company's products are environmentally friendly or the company has strong social awareness, 93% of the millennial generation and the Internet native people are willing to pay more than 5% of the price.

In addition, Chinese young consumers are paying more and more attention to brand history.

The report shows that the loss of international head brands gradually occurs in the UK, France, the United States and Germany.

In China and India, these brands can still retain consumers by playing "cool" and "quality" cards.

However, in the next few decades, there will be some changes in China's situation, because the younger generation is lower and more loyal than the older generation's trust, and the loyalty to the brand is also lower.

In today's highly interconnected and social networking era, everyone's voice can be magnified, thus affecting the entire market. Any enterprise has a huge risk of losing brand value in a short time because of a little public opinion.

"In the past, consumers were defined by all their assets, and companies could satisfy consumers' needs to a large extent through static business models and" one size fits all "marketing strategies.

He Xiaoqing said, however, when things are changing, the new business models now require highly differentiated strategies, and these strategies are highly dependent on individual KOL and those who can instantly understand consumer signals and plate them into action.

In this case, one of the most important steps is to determine the correct KOL.

The report introduces the concept of "macro KOL", such as sports or pop stars, their social accounts have a large number of fans, and the more subdivided KOL is known as "micro KOL", including

Or the bloggers of gourmet tastes, though their fans' foundation is not stars, but their influence may be greater, because their interaction with fans is more frequent and active, so the process of building trust is more efficient.

China's local brands have grown to a new level in the past 2017. Jiangnan cloth has been subdividing the brand through the internal hatching of the group. It is looking for a more complete brand image on the basis of a solid fan base. The net profit in fiscal 2017 reached 332 million yuan, or nearly 40%, while brands like the seven wolves and the group were built up through the acquisition of overseas brands.

The promotion of consumption has pushed the brand to reflect on itself and innovate. For consumers at their doorstep, local brands have a closer and better understanding of their advantages, and have increased the successful counter against overseas brands.

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