On June 23, 2018, participating models displayed cheongsam clothing during the competition. Photo by Xinhua News Agency reporter Pan Yulong
Improved cheongsam ... In recent years, the new national goods represented by new manufacturing have frequently brushed the screen, and a strong "national tide" wind has become popular at the moment.
What exactly is a "national tide"? How does the seemingly ordinary domestic product detonate the trend? The reporter investigated this.
There is a trend called "new domestic products"
Today, paperless life has prevailed, and a signature pen can also lead the fashion? When stationery meets the essence of the country, the "chemical reaction" produced is subverting many people's imagination.
Earlier, Chenguang Stationery and Peking Opera "marriage", painted the appearance of the ugly and ugly on top of stationery, instantly hit the market. And because of the integration of culture and innovation, Chenguang made small businesses that looked like a few dollars into a big business with annual revenue of more than 8 billion yuan.
The transformation of a pen reflects the "rejuvenation" of domestic products.
Pull back white shoes "embarked on" International Fashion Week, non-heritage embroidered sweaters "transformed" on the street ... New domestic products that integrate cultural connotations and follow the world trend give a new feeling. Buying, using, and drying Chinese products are popular in the lives of many young people. On the day of "Double 11" last year, domestic brands accounted for more than half of the 237 brands with a turnover exceeding 100 million yuan on Tmall platform.
"Let young people like it is the most obvious feature of the transformation of domestic products, and also the key to the rise of the" national tide. "Zhang Qinghui, chairman of the China Fashion Designers Association, said that the" national tide youth "with the post 90s as the main body is becoming the main consumer of new domestic products.
Domestic products are not only "tide" in products, but also "tide" in the way of life. Experiential consumption, online celebrity "carrying goods", and short video transmission have all accelerated domestic products' entry into the young people's horizons.
The data of Douyin shows that as of April this year, the content of domestic brands has increased by 807%, and the amount of communication has increased by 188% year-on-year.Among them, Xiaomi and Wanglaoji and many other domestic brands have jointly launched "flash stores" and "challenges" and other forms , Narrowed the distance with the user.
Behind the "national tide" is the supply innovation. A series of innovations to meet the young people's needs for quality, culture, personality, etc., are driving domestic products to continue to renew their brilliance.
There is an innovation called "new manufacturing"
What makes domestic goods "tide" is brand new manufacturing. At present, China has entered a new stage of vigorously developing high-quality brands with independent intellectual property rights. Made in China, which was once the "world factory", gradually leads the world.
"New manufacturing" is new in creativity.
The moonlight white background is matched with blossoming Beijing embroidered rose flowers, and the traditional pattern is redesigned and improved. It is presented on Western-style handbags, business card holders, makeup mirrors and other carriers, and it has become a "Mother's Day" explosion.
"Decoding the intangible heritage with a younger language will make people feel refreshed." Yin Lili, the founder of the producer Fang Rongjin, said that currently, products based on traditional culture and incorporating the aesthetic value of modern life are becoming more and more popular.
Creativity is the manufacture injected with new ideas, new cultures and new ideas. Today, the ever-increasing material and cultural needs and consumption power are superimposed. Above the commodity, people look forward to more industrial expressions that highlight cultural heritage, life concepts, and aesthetic values. Through fusion and creation, passing on the perception of "beauty" and the realization of life to consumers is the transformation of many brands today.
"New manufacturing" is also new in technology.
It looks like a coffee machine, but it turns into a rice cooker. Not long ago, the steam rice cooker released by the small appliance brand Jiuyang in London overturned the traditional heat conduction of the inner liner. Pure steam heating not only has no coating, but also restores the flavor of the ingredients to the maximum extent, and realizes "one-click operation" for steaming rice and cooking .
Unmanned soymilk machines that do not wash by hand, cooking robots with intelligent side dishes, and intelligent refrigerators that can be remotely controlled ... Every product of people's daily life is undergoing an intelligent revolution.
"Software is defining life." Li Dewen, deputy director of the Information Center of the Ministry of Industry and Information Technology, said that at present, many "new manufacturing" with "black technology" are sought after by young people. Information technology is widely used in traditional manufacturing, and constantly expands the market space. The “new manufacturingâ€, which is empowered by science and technology and culture, also constantly releases potential and attractiveness. This is a vivid reflection of the high-quality development of the manufacturing industry.
There is a trend called new convergence
Domestic goods are no longer just a single product, and manufacturing will not be limited to the creation itself. Integration has become an important trend in the development of "national tide".
Today, maybe we should redefine domestic products. Breaking the original product boundaries, domestic products "play" new ideas in cross-border.
Laoganma hot sauce "printed on" sweater, Luzhou Laojiao launched perfume ... Many domestic products that detonated the market, many are "innovation" from cross-border.
With the continuous extension of the main business, domestic products have widened the road and launched the brand. For example, in the field of clothing, many brands have opened bookstores, coffee houses, and art galleries, extending their perspectives to life, allowing consumers to find more sense of identity beyond clothes.
Today, perhaps we should redefine manufacturing. Breaking the traditional model, manufacturing itself is also accelerating the integration with consumption and services.
Garment brand Aimu opened a workshop in the factory, and industrial tourism mainly based on the experience of non-heritage embroidery has gradually emerged. With Tao Xichuan as the starting point to create a maker space, Jingdezhen has turned itself into a cultural "IP" ... In the market, manufacturing has become a popular consumer product.
Recently, Alibaba released a new domestic product plan, assisted the comprehensive digital upgrade of 1,000 industrial clusters across the country, and fully supported creative characteristic merchants and established brands. Suning launched the "Brand Fighting" plan, which will incubate 10,000 small and medium brands with big data and cloud manufacturing. More and more channels are integrating, sharing and co-creation to accelerate the introduction of "national tide".
"As long as products created and innovative by China are new domestic products. As long as it is a supply that moves consumers, it is new manufacturing." Zhang Qinghui said that in the future, the boundaries of products and industries will change, and all innovations will focus more on the market. Focus on continuously upgrading needs.
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