Alibaba Released The New National Product Plan. Nearly 80% Chinese Brands Were Bought After 80 And 90'S.

"The head of the horse gathering source, foot in the inner League, wearing Rui Xiang Xiang, waist tied four big Heng", this folk ballad reflects the popularity of Chinese goods in young people.

Today, wearing a Chinese original brand tight fan coat and stepping on a pair of Lining's "understanding" sports shoes has become a new fashion for young people.

Behind this is the traditional Chinese goods that have gone through the trough and exploration, and have taken the digital train, and have re entered the fast lane created by China.

In May 8th, the Alibaba released a new national product plan: to help upgrade the 1000 industrial clusters nationwide; create 200 years of domestic brands sold over 1 billion years; help the 200 old brands to sell over 100 million annually; support the 200 thousand year sales of 5 million Taobao creative characteristics merchants; Tmall overseas, Lazada and speed sell to help 700 thousand domestic goods merchants go to sea.

In the era of digital economy, as long as the products created and innovating in China are new products.

Agricultural, industrial and service products, time-honored brands, domestic brands, cultural and creative products from various industrial belts across the country will become "created in China".

Facing the opportunities of brand pformation, quality pformation and high-end pformation, new domestic products began to win more young consumers.

In 2018, Alibaba accounted for 71% of China's online brands.

In the 1128 Chinese time-honored brands identified by the Ministry of Commerce, more than 7 of them have been established in Taobao and Tmall stores.

46 Chinese time-honored brands in 2018 achieved sales of billions of dollars on Alibaba platform.

In 2018, on the day of Tmall double 11, in the 237 paction volume breaking billion brand, the domestic brand occupies "billion club" more than half of the country.

Millet, HUAWEI, Midea, Haier and other domestic brands are the 1 billion breakthrough in the day sales.

"Brand is an important resource for enterprises and countries to participate in economic globalization.

At present, China's per capita GDP exceeds US $9000, and China's own brand will usher in a great outburst.

The platform represented by Alibaba will promote the creation of China made to China, China's speed to China's quality, and the pformation of Chinese products to Chinese brands ", said Cai Yudong, deputy director of the Department of e-commerce and information technology of the Ministry of commerce at the launch of the Alibaba's new national product plan.

New products, including Chinese brands, heritage and time-honored brands, are attracting more young people through Alibaba.

Ali Research Institute released the "new big domestic goods future -- 2019 China consumer brand development report" shows that in the Alibaba platform, in 2018 and new products related keywords cumulative search volume more than 12 billion 600 million times.

Many old brands are in Tmall's "reverse growth". After 95, fans account for more than international brands.

According to the "non old age brand growth report", in 2018, Taobao consumers purchased more than 2 items of non heritage and time-honored brands, of which 80 accounted for more than 7.

(in 2018, Lining landed in New York and Paris fashion week with Tmall, and was warmly welcomed by young people.

Lining's earnings report showed that turnover grew by more than 300% over the same period in 2018.

The consumption concept of the younger generation has changed. They do not blindly follow the traditional brand and have more recognition of individuality and design.

The "new national product" is also new, so it has a richer connotation -- not only traditional Chinese made products such as domestic products and old brands, but also "Chinese creation", such as Taobao, Tmall's new culture IP, original design and so on, echoing young people's cultural aesthetics.

Take cosmetics as an example, Xie Fuchun, Kong Fengchun, Maxam and other brands accounted for more than 30% of the 95 fans, and Xie Fuchun was more than 40%, significantly exceeding the international brands such as Estee Lauder and Lancome.

Luzhou Laojiao perfume, Liushen Florida Water cross RIO cocktail, old godmother sweater appeared in New York fashion week, white rabbit sugar candy lipstick on line 2 seconds sold out......

80, after 90, young people have become the main force of the consumption of new domestic products.

Data from Ali research institute show that the typical consumer groups of Chinese brands include 95 young people, middle class consumers and town youth.

95 of them had strong buying enthusiasm for customized tea, lazy pot and original design. Some of the fans of the original clothing brands were even equal to the number of fans in Tmall flagship store of the Imperial Palace Museum.

The first batch of 00 adults has quickly become the main consumer of new domestic products.

The 2018 China Digital economic development report shows that 00 is growing at 190% consumption growth rate.

After 00, there is also a more progressive view of consumption. In their minds, Chinese brands are just as good as foreign brands.

Data show that in most industries, the proportion of 00 after consumption is higher than that after 90 and 95.

Young people's demand for quality and individuality has become the driving force for maintaining the core competitiveness of new products.

The innovation of "new national goods" is fundamentally the innovation of supply.

Through consumer insight, digitalization is used to promote supply side reform to meet the personalized and qualitative needs of consumers.

It is in this way, on the Alibaba platform, that every Chinese will realize more consumption of a high quality new domestic product.