2022 domestic market development report From Huge amount of calculation
The following is the 2022 domestic market development report From Huge amount of calculation recommended by recordtrend.com. And this article belongs to the classification: Life data, Electronic Commerce, research report.
1、 The rapid development of domestic consumer market drives the rise of domestic products
Since the reform and opening up, China’s economy has developed vigorously for more than 40 years, providing fertile soil for the rise of domestic goods. At present, China has become the second largest consumer market in the world, and consumption has become the first driving force for economic growth. At the same time, the total wealth and per capita disposable income of Chinese residents continued to grow, and the consumption capacity and level of residents rose steadily.
In 2020, the central government put forward the major strategic deployment of “accelerating the construction of a new development pattern with the domestic big cycle as the main body and the domestic and international double cycles promoting each other”. On the one hand, we will continue to promote the optimization and upgrading of the industrial chain layout. On the other hand, we will further expand the domestic consumer market space and actively participate in the international market. In this context, the attention of domestic products has increased rapidly, and consumers tend to buy domestic brands in most categories such as food, dairy drinks and household products.
In addition, with the young people after 90/95 becoming the new main consumption force, emerging domestic brands have ushered in a new development window. Young people pursue quality, personalization and cost performance. They tend to buy products with stronger cultural attributes. It has become a trend to pursue local culture and products. The momentum of the rise of domestic products has begun to emerge.
At the same time, emerging media have become a powerful driving force for the development of domestic products. On the one hand, these new media contribute to the inheritance and development of traditional culture. Take Tiktok e-commerce as an example. In recent years, the trading volume of domestic cultural related commodities has been rising. According to the data report of Tiktok intangible cultural heritage, 85 artisans (including 10 intangible cultural heritage inheritors) made millions in Tiktok e-commerce, and the total turnover of intangible cultural heritage inheritors with goods increased by 15 times year-on-year. Help traditional culture realize value realization, and let more commodities with cultural (or craft) value and practicality enter real life. On the other hand, the integrated development of e-commerce has expanded the sales channels of domestic products. According to the statistical report on the development of China’s Internet, by December 2021, the number of e-commerce live broadcast users in China had reached 464million, accounting for 44.9% of the total Internet users. In addition, e-commerce live broadcast has played an important role in the publicity and sales of local goods.
The interest e-commerce represented by Tiktok e-commerce combines product information with users’ potential shopping interests, changing from “people looking for goods” to “goods looking for people”. According to users’ feedback on the content, it recommends the products they are interested in and releases the potential consumption demand, which can enable more domestic products to be seen and purchased. According to the data report of the “Tiktok double 11 good things Festival” in 2021, during the “double 11” period, the number of domestic products in the pop list accounted for 87.5%, consumers’ demand for quality shopping was strong, and the sales of time-honored products, local agricultural products and intangible cultural heritage handicrafts increased significantly.
2、 The rapid development of e-commerce and other emerging formats has become an important engine to promote the consumption of domestic brands
With the change of consumer consumption mode and the rise of new consumer users, China’s online consumption stickiness has increased significantly. E-commerce platforms have become an important channel for domestic sales and an important engine to drive the growth of domestic consumption.
Various e-commerce platforms have matured, connecting the supply and demand ends, and digitally empowering brands with their technical advantages. With the help of e-commerce platform, the ability of domestic brands to cultivate new products has been improved, and the cycle of creating a new brand has also been greatly shortened.
On the interest e-commerce and other emerging media platforms, the number of goods of domestic brands has also continued to grow, and popular goods have been emerging. For example, according to the data of Tiktok e-commerce, the number of domestic brand goods on the platform increased by 508% year-on-year from April 2021 to March 2022; Among the top brands, the number of domestic brands accounted for 92%, and the number of domestic goods accounted for 93%.
1. Clothing, shoes and bags, cosmetics, food and beverage, and personal care have become the current hot areas of domestic consumption
Under the background of the overall rise of domestic products, the influence of domestic brands in many fields is increasing day by day. From clothing and apparel that meet personalized needs, to affordable cosmetics that do not lose big brands, to 3C electronics and smart phones with high-tech content, they are all sought after by users.
According to the data of Tiktok e-commerce, key industries such as clothing, shoes and bags, beauty makeup, food and beverage, personal care and home cleaning have become hot areas of domestic consumption. From April 2021 to March 2022, the sales volume of clothing, shoes and bags, beauty care and personal care industry increased rapidly year-on-year, of which the clothing, shoes and bags industry increased by 400%, personal care and home care industry increased by 790% and beauty care industry increased by 475% year-on-year. Food and beverage is one of the areas where Tiktok e-commerce consumers are most enthusiastic about purchasing domestic products. More than 90% of Tiktok food and beverage consumers have chosen domestic brands.
Among the key industries, the sales of domestic brands occupy a significant leading edge. From April 2021 to March 2022, among the top 20 sales in the four key industries, there are 71 domestic brands, accounting for about 90%.
2. New business forms promote the development of new and mature brands and time-honored brands
New and cutting-edge brands: with the help of new media platforms, through digital in-depth insight into new consumer groups, use differentiation to meet user needs and open up new segments of the market, new and cutting-edge brands have developed rapidly, showing vigorous vitality. According to the Tiktok e-commerce data, in 2021, the sales of new and cutting-edge brands on the platform increased by 933% year-on-year. From April 2021 to March 2022, among the top3000 brands in sales, cutting-edge brands accounted for more than 80%. From the perspective of segmentation, these cutting-edge brands mainly cover clothing, shoes and bags, beauty, food and beverage and other fields.
Mature brands: in recent years, with the progress of science and technology and the improvement of product quality, mature domestic brands have been loved by more and more consumers. With the help of new platforms such as e-commerce, mature brands complement other channels and make steady progress in improving brand awareness and stimulating new customers. According to Tiktok e-commerce data, among the top 300 platform sales from April 2021 to March 2022, the number of mature brands accounted for about 35%, the number of orders increased by 469% year-on-year, and the number of payments increased by 473% year-on-year; The number of brands in the field of clothing, shoes and bags accounted for 45.6%.
Time honored brands: with the help of the massive data on the platform, time honored brands can effectively insight into user needs, meet the fashion, personalized and other new consumption needs of young consumer groups, help the brand push through the old and bring forth the new, revitalize the new image, reshape the brand vitality, and win new market space. According to the data of Tiktok e-commerce, in 2021, the number of time-honored brand merchants on the platform increased by 30% year-on-year, and the sales volume increased by 647% year-on-year. At the same time, the number of young consumers continues to grow. From April 2021 to March 2022, about 40% of the top time-honored brand consumers are young users under the age of 30, of which the growth rate of users aged 18-23 is more significant.
3、 Characteristics of domestic consumer groups: young, female, high-level cities
Among the domestic consumer groups of Tiktok e-commerce, the young group aged 18-30 accounts for nearly 40%, among which the users aged 24-30 account for more than a quarter, and the domestic consumer preference is significantly higher than that of other age groups. The young consumer users represented by the post-90s and post-00s grew up in the Internet era with abundant materials and explosive information. With the rise of a big country, they show stronger cultural self-confidence and national pride and become the main group of domestic consumption.
With the increasing role of women in promoting social and economic development, the “she” group has gradually mastered more consumer decision-making power and dominance, and has become an important force in the consumption field. Female users account for nearly 70% of the domestic consumer groups of Tiktok e-commerce.
In addition, according to the data of Tiktok e-commerce, users in second tier and above cities account for nearly half of the domestic consumers, and the proportion of domestic consumers in the above-mentioned cities at all levels is significantly higher than that of Tiktok users, indicating that users in high-speed cities have a stronger consumption preference for domestic products.
According to the survey data, among the educational background distribution of domestic consumer users, the proportion of university graduates accounts for 20.1%, and the proportion of consumer users with college degree or above (47.8% in total) is much higher than that of the national population with college degree or above (15.5%). In the monthly income distribution of users, users with a monthly income of more than 5000 yuan accounted for 49.1%, of which users with a monthly income of 5000-10000 yuan accounted for 33.3%.
4、 Comprehensively assist the brand construction of domestic brands and promote the healthy development of the industry
With the development bonus brought by national rejuvenation and cultural self-confidence, the content of Guochao has been continuously enriched and widely spread, and the popularity of domestic brands has been further improved.
On this basis, emerging content platforms such as short video and live broadcast further launched support plans for domestic brands by relying on a large number of rich national fashion content, helping domestic brands to take advantage of the wind and improve consumers’ overall domestic consumption awareness. For example, Tiktok e-commerce launched the “ace factory” project for the clothing industry in 2021 to help the clothing industry explore a new model of supply chain upgrading and independent brand growth. With the help of such projects, domestic clothing brands and cutting-edge brands can quickly obtain resources in the support projects and achieve significant growth in the short term.
The promotion of domestic brand image effectively promotes users’ domestic consumption intention, and actually promotes the growth of domestic consumption. At the same time, the increase in the frequency of domestic consumption can also provide consumers with further opportunities to understand and experience domestic brand products, continuously improve the brand impression, and form a virtuous cycle between brand and consumption.
From brand impression to specific consumption choice, consumers’ choice of domestic products is both rational and emotional. In terms of rational choice, the high cost performance and product quality of domestic products have won the recognition of about half of consumers. At the same time, more than half of the respondents chose domestic products for the reason of supporting domestic brands and national enterprises. Nearly 40% of users reflected their patriotism and national pride by purchasing domestic products.
In addition, the new and good-looking style, the product design that is more suitable for local consumers, and the guarantee of after-sales service have also affected the domestic purchase choices of some consumers. It can be seen that the rise of domestic products is not only the appearance of national feelings and national self-confidence, but also the result of domestic brands’ emphasis on product innovation and service refinement to promote consumption upgrading.
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