In the face of the double 11, which is more and more complicated and warms up year after year, we urgently need a simple exit. Put aside brand marketing, put aside the complex full subtraction formula, where to buy approachable cheap and good goods?

Author | Li Baiyu

Source | Mustang Finance

"what did you buy on Singles Day holiday?"

Since the beginning of November, this sentence has been lingering in our ears and has become the beginning of meeting and chatting.

People are keen to share their shopping carts and buy good things from each other. Perhaps many people have noticed that the proportion of domestic brands is gradually increasing in the chat dialog box with all kinds of commodity links flying.

"now shopping pays more attention to quality, rather than just looking at international brands," says Xiao Liu, a post-90s consumer. "I used to think that big brands were guaranteed, but they had less options. Now many domestic brands are getting better and better, whether it is mobile phones, clothes, or snacks, fruits and so on, I feel that domestic ones are also very good, or even better. "

Like Xiao Liu, more and more consumers pursue performance-to-price ratio and are more willing to spend their money on the "blade", thus becoming "consumer experts".

In the collision of many "consumer experts", the proportion of domestic goods in the shopping cart is getting higher and higher.

Domestic products have risen.

We have to admit that domestic goods have risen, covering all aspects of our lives. Especially in the past two years, the popularity of some domestic products has even exceeded that of international brands such as Europe and the United States, Japan and South Korea.

On November 12, Beijing normal University released a survey report on the 2021 online shopping consumer confidence index, which makes a comprehensive analysis of Chinese consumers' online shopping confidence, willingness, consumption behavior, preference and so on. The results show that the confidence index of Chinese online shopping consumers is improving and is rising moderately. Online shopping consumers pay more and more attention to the cost-effective of goods, at the same time, domestic brands are leading the new consumption trend of the new e-commerce platform.

The report shows that in the past 11 months of 2021, the national economy has developed steadily and the economic situation has improved, which has led to a steady increase in consumer satisfaction with the economy, and online shopping is becoming an important starting point to boost consumption.

The research of the research group shows that different generations tend to buy domestic products in online shopping consumption, but there are differences in the willingness to buy domestic brands. Among them, the post-00 and post-10 generation are more willing to buy domestic brands than the post-90s group, and the group with the highest willingness to buy domestic products is the post-80s generation.

Post-80s consumer Xiao Zhang said: "now that we have reached a more mature age, we do not pursue brands as much as we did when we were young, but pay more attention to quality." Compared with their own investment, the cost of living is now more, in daily necessities, especially agricultural products, domestic products can fully meet their needs. "

In addition to the post-80s generation, the growing people of the new era are also the main force in the purchase of domestic goods.

Young people have higher cultural self-confidence, they grow up in the period of rapid economic development of our country, and it is also the era of rapid improvement of domestic products in brand and quality, so more and more young people have a deep sense of trust and pride in domestic products.

According to the CICC Research News, Generation Z (people of the new era) have become the vanguard of domestic consumption. They enjoy life and live in the present; pay attention to quality and function, pay attention to the content of science and technology, and constantly taste new; love to watch live broadcasts, and have a strong social demand; they are easy to be recommended and pursue popular styles.

A variety of phenomena show that the overall consumer demand in China is changing, and domestic brands have sprung up one after another because of accurately grasping the new market demand. This year is not only a double 11 carnival for e-commerce and consumers, but also a double 11 yuan for domestic brands and agricultural brands.

I buy fruit at Pinduoduo. "

"what did you buy on Singles Day holiday?" After asking, they often add: "where did you buy it?" E-commerce platforms have their own characteristics, and everyone has their own shopping habits, but they can not get around the three comprehensive e-commerce platforms-Taobao, JD.com and Pinduoduo.

The 2021 online Shopping Consumer confidence Index Research report quotes relevant data showing that among the three comprehensive e-commerce platforms, new youth are the most active on Pinduoduo, benefiting from the cost-effective route and group buying model. The proportion of users of Pinduoduo's post-1995 generation reached 32%, three points higher than the traditional e-commerce platform, and young people opened and used Pinduoduo at least three times a day on average.

According to the report, the new e-commerce platform leads the trend of new domestic consumption, and time-honored and emerging domestic brands are opening up the online market on online shopping. During the period of 11 / 11 this year, domestic brands shone brilliantly on e-commerce platforms such as Pinduoduo. Jiuyang, Galanz and other small household appliances; Libai, Jierou and other daily necessities; Shanghai Home Chemical and other skin care makeup; Zhang Koizumi, Wrigley and other kitchenware bathroom; easy, Kovos and other intelligent hardware And many high-quality domestic brands, such as Hongxing Erke, Huili, Chow Tai Fook Jewellery, Yuanqi Forest, good products Shop, Mengniu, Luhua, Metersbonwe and many other high-quality domestic brands, all joined Pinduoduo to carry out 11.11 carnival activities and enjoy the platform 10 billion subsidies and other key resources.

Open Pinduoduo app, "11 / 11 big promotion" 10 billion subsidy 300 yuan cash red packet caught our eyes. Open the red packet, you can get three coupons, a total of 300 yuan, 10 billion subsidies to GM.

Enter the 10 billion subsidy special session, a total of more than 20 product categories, including mobile phones, computers, large household appliances, beauty makeup, fresh and so on.

"I mainly buy fruit in Pinduoduo," said Sister Li, a post-70s consumer. "at first, my dancing partner invited me to grow fruit in Duoduo orchard. Later, after doing a task to buy it several times, I found that the fruit Pinduoduo was very fresh. It was all mailed directly from the orchard, mainly cheap."

Xiao Liu of the post-90s generation also said: "Agricultural products are probably the domestic products that I feel most at ease." Buying cosmetics requires a variety of comparisons, and acquaintances dare to buy them for fear of buying fake ones. However, when we buy agricultural products, we do not have such worries. We are already rich in land and resources, and we still have a straight hair from the place of origin, which is more at ease than going to the vegetable market. "

At present, China's well-known brands of agricultural products are still in the stage of development, and the place of origin has become the most recognized label of agricultural products by consumers. Taking advantage of the east wind of e-commerce, many characteristic agricultural products are able to meet consumers directly, such as rice in the northeast, passion fruit in Guangxi and mutton in Inner Mongolia. "after the epidemic, I got into the habit of buying vegetables and fruits online. After a comprehensive comparison of many e-commerce platforms, I found that Pinduoduo is cheaper and very fresh, so I have been buying food here," Xiao Liu said. "

Double 11 yuan of agricultural products

In recent years, in addition to household appliances, clothing, cosmetics and other daily necessities, agricultural products have gradually become one of the commodities that must be robbed on Singles Day. The agricultural product market has become a huge increase in consumption in various industries during the double Eleventh Day holiday.

On October 26th, the Ministry of Commerce, the Central Internet Information Office, and the Development and Reform Commission issued the 14th five-year Plan for the Development of Electronic Commerce, which mentioned that serving the revitalization of the countryside will lead to the upgrading and expansion of the sinking market, and by 2025, the volume of rural e-commerce transactions will reach 2.8 trillion yuan. It is necessary to co-ordinate government and social resources, actively carry out "promoting agriculture through digital commerce", strengthen the construction of new infrastructure for rural e-commerce, develop order agriculture, and upgrade intelligent industries; and support the use of e-commerce big data to promote agricultural supply-side structural reform.

During the epidemic, on the one hand, a large number of farmers' production and life were affected, on the other hand, they were unable to start if they wanted to transfer to online sales. Pinduoduo homeopathic launched the Internet "New Agricultural University Lecture Hall" to teach to the outside world through the "Duoduo Live" platform. Combined with the previously established "Duoduo classroom", a large number of "new farmers" were cultivated.

Different from the traditional image of farmers facing up to the sky, the new farmers have already walked from behind the scenes to the front of the stage, sharing the same stage with online celebrity anchors, and even many counties and mayors have taken the lead in live broadcasting with goods.

For example, Chen Honglin, who has a technical secondary school degree, has set up eight processing plants in his hometown by learning the professional knowledge of e-commerce operation through "many classes". In one of the processing plants, more than 10,000 persimmons are sent to all parts of the country every day. Hundreds of villagers went to work in Chen Honglin's factory, which not only achieved employment near their doorstep, but also created a good opportunity for the poor families in the village to get rid of poverty.

On Singles Day this year, Pinduoduo's 10 billion subsidy continued to maintain zero commission for agricultural products, and continued to tilt flow resources and operational support to agricultural brands. The 10 billion subsidy covered many agricultural products processing brands, as well as local mature primary agricultural products landmark brands and rising fruit landmark enterprise brands.

Today, it is the bumper harvest season of Apple Inc all over the country. As the largest uplink platform for agricultural products, the Pinduoduo platform also holds a special Apple Inc Carnival to make up for national geographical indication products and other agricultural brands such as Shanxi Wanrong Apple Inc, Sichuan Yanyuan Apple Inc, Shandong Rongcheng Apple Inc, Gansu Huanu Apple Inc and so on. Among these industries, there is no lack of young local Apple Inc corporate brands that have been selling more than 100 million yuan for many years, and are still maintaining a rapid growth rate of double that of the same period last year.

Liao Shunan, a grower in the Apple Inc producing area of Yanyuan, Sichuan. The good brand results of his orchard during the "11.11" period this year are all supplied to Pinduoduo, an e-commerce platform. Photo by Li Li

Like Apple Inc's mobile phones, which are of high quality, they can all be blessed by Pinduoduo's 10 billion subsidies and other resources. In fact, in the minds of consumers, the essence of double 11 is actually a concentrated concession, allowing consumers to buy more things and hoard more goods. The ten billion yuan subsidy launched by Pinduoduo in 2019 can be regarded as a challenge for the festival-making movement such as Singles' Day. Until today, Pinduoduo still insists on creating "11.11 every day" and continues to grow with various industrial brands.

Did you buy fruit in Pinduoduo on Singles Day? Let's talk in the comments section.