Shanghai is becoming the first choice for new consumer brands to start a business.
On July 26, Tmall Treasure New Brand and Xinshixiang launched the documentary "Shanghai Production", which for the first time showed the realistic thinking of new consumer brand entrepreneurs and observers in the form of industry records, and analyzed and dismantled why the city of Shanghai was favored by entrepreneurs in the rapid rise of new consumer brands from multiple dimensions.
As soon as "Shanghai Productions" was launched, it received strong attention and continuous praise from inside and outside the industry. This is also another accurate insight into the new consumer industry after Tmall and Xinshixiang brushed the screen-level documentary "Explosive China" at the beginning of the year.
Shanghai is becoming the 'first destination' for new brands
Shanghai is becoming the most suitable city for new consumer start-ups. According to the new brand performance data of the Tmall platform, during the 618 period this year, the number of new brands that rushed to the top of the Tmall subdivision industry reached 459, of which 63 were Shanghai brands, ranking top 1 in the country. Li Jiaqi revealed in the documentary "Shanghai Productions" that "80% of the new brands that sold in his live broadcast room came from Shanghai." ”
The past year has been one of the explosions of these new brands.
The pandemic is an important catalyst. The pandemic has dramatically changed the way consumers live, and some new needs have been created, creating opportunities for new brands. For example, wearing masks for a long time will aggravate the production of tone, and in response to this demand, BOP has launched oral care products in a timely manner, becoming one of the most popular items in the past year.
Another big change comes from the channel. It is the change of the Internet marketing ecology, Tmall, Xiaohongshu, Douyin, including the rise of live streaming with goods Li Jiaqi and other super anchors appeared, giving new brands a variety of traffic exposure and grass planting channels, creating a low threshold, rapid growth method for new brands, so that new brands can quickly overtake in curves.
Born and international big name PK The bigger the challenge, the greater the chance
WANG Tianfan, managing director of BAI, said in "Shanghai Productions" that Shanghai is the highest highland for Chinese brand entrepreneurship, Shanghai is the first stop for all international brands to enter China, Shanghai brands, once born, he will put a high dimension and all brands in the world to compete.
More and more international big names have chosen the launch location of the world's new products here, moved the Asia-Pacific headquarters to Shanghai, and even built R&D bases directly around Shanghai, just to catch up with the rapidly changing consumer demand.
Li Jiaqi believes that it is the needs of Shanghai consumers that bring opportunities for new brands: "The people in Shanghai who like fashion and fashion prefer products that others do not have but I have. ”
The five new brands interviewed by "Shanghai Productions", without exception, have discovered new consumer needs from daily life and launched their own products in innovative ways.
BOP founder Liu Bin found that due to wearing masks for a long time, tone problems have become more prominent in social interactions. So he developed a lipstick-style mouth spray from the perspective of "beauty".
Uncle Qianpi found that Shanghai has the largest number of cafes in the world, but many people don't have time to actually sit in the café and taste it. More and more people want to be able to carry and taste specialty coffee with them. So he founded Yongpu Coffee, which is positioned as a coffee that can be drunk anytime and anywhere in his pocket.
"Speed" has become a weapon for new brands against international big names. Li Jiaqi believes that it may take three to five years for an international brand to be re-developed and re-listed, and one of the needs seen by the founders of new brands in Shanghai is to "make this thing immediately."
Only a few brands can go from popularity to long red. But only brands that have the ability to gain a foothold in Shanghai can afford to become the Chinese brands of the future, which is why many ambitious new brands choose Shanghai.
New consumer brands need more observation and thinking
"Shanghai Productions" sends a clear message to the new consumer industry: new consumer brands are experiencing a rare wave of entrepreneurship.
It has a high degree of acceptance of new brands, especially new national brands, young consumers, a large number of new channels that can directly reach consumers, and a complete supply chain and active capital that are the envy of the whole world.
At the same time, a large number of new brands are also facing unprecedented competition and challenges. There are not so many so-called "big-name equalizers", "price" is no longer a killer, and there is not so much time to prepare, to constantly try and make mistakes.
From product strategy to marketing positioning, new brands need more clear guidance. From "Blockbuster China" to "Shanghai Production", Xinshixiang hopes to provide more trend judgment and strategic guidance to new brands and new industries through his deep insight into brand and communication, combined with platform data and observation.
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