On December 29, the first "China-Chic Grand Ceremony" party of China Central Radio and Television Station was broadcasted on CCTV Finance Channel.
The party released the eight leading countries' fashion brands, focusing on the emerging leading trends and creating new products, new technologies, new models and new formats in industries, consumer fields and other industries, highlighting the latest achievements of the country in scientific and technological innovation, product research and development, market expansion and other fields.
Pinduoduo won the title of "2023 China-Chic Model Pioneer Brand for Better Life". The award speech stated, "A better life, rural revitalization, and Pinduoduo have opened up dual channels for buying and selling in the Chinese market, helping to achieve two major visions."
Sun Qin, co-founder of Pinduoduo, delivered an award speech at the evening party, saying, "At Pinduoduo, we hope that consumers can buy affordable fresh fruits and affordable products at affordable prices, thereby realizing their desire for a better life. We hope to work with CCTV to support and explore more domestic trendy products and high-quality brands, so that consumers can enjoy the dividends of high-quality economic development and help them pursue a better life."
The surging charm of "China-Chic" is released
The Central Economic Work Conference emphasized the active cultivation of new consumption growth points such as smart homes, entertainment and tourism, sports events, and domestic "trendy goods". It is understood that the "China-Chic Grand Ceremony" party of China Central Radio and Television Corporation will display the overall lineup and strength of Chinese "Chaozhou" products, build core competitiveness, shape brand influence, create a good atmosphere for the whole society to pay attention to China-Chic brands, cultivate and expand new consumption, aiming to promote high-quality development of China's economy and inject more powerful development impetus into China's economy.
In recent years, national fashion has become popular, domestic products have become popular, and "China-Chic" has surged. The party released three reports, namely, the 2023 China-Chic Innovation Trend Report, the 2023 China-Chic Better Life Trend Report, and the 2023 China-Chic Seagoing Trend Report.
The "national tide craze" can be seen from the consumption preference of clothing. The 2023 China-Chic Better Life Trend Report shows that Chinese consumers have significantly increased their attention and love for Chinese style design elements; Chinese clothing continues to explore more possibilities for the integration of clothing genes, Chinese culture, and trendy elements.
Taking the outdoor sports brand Kaileshi as an example - the 20-year-old Kaileshi is a rising star in outdoor sports and has now entered the first tier of professional outdoor brands in China. "Under the condition of the same fabric and technology, the professional performance of Kaileshi's products is not inferior to that of foreign brands, but it has more advantages in price. The brand name of Kaileshi originates from the Gangren Boqi Mountain in Xizang, China. We also named a style of rush suit in the name of Yangmo Longfeng to pay homage to the alpine sport of technology climbing." Liu Min, manager of Kaileshi's e-commerce, shared in the Pinduo more than 10 billion subsidy broadcast room. Compared with international brands, Kaileshi has targeted research and development of high-performance and professional products based on the climate characteristics of Chinese mountains, making them more consistent with the use habits of Chinese users.
In the previous "Duoduo New China-Chic" campaign, Ailaiyi Dunhuang co branded series of down jackets became the most eye-catching clothing for the first live broadcast. Leona, vice president of Ailaiyi Group, shared the China-Chic design concept of the "Dunhuang Co Branding" series of products with netizens in Pinduoduo Live Studio. The design inspiration for the Ailai Dunhuang series mainly comes from the integration of Dunhuang culture and natural environment. For example, the most popular Mingsha pattern is the designer's incorporation of the intertwined light and shadow of Mingsha Mountain into the design during the Dunhuang style collection. Other popular clothing items in the live broadcast room include the national treasure collection hoodie from Chinese fashion brand Mark Huafei and the down jacket from the Shan Hai Jing series. On the Pinduoduo platform, Chinese style Hanfu and other clothing have been popular products in the past two years, with an annual growth rate of over 230% in the industry.
As the post-95s and post-00s become the main force of new consumption, New China-Chic has shown great market potential. The 2023 China-Chic Better Life Trend Report shows that the China-Chic IP theme scenic spot, full of Chinese cultural elements, is making efforts in the fields of night travel, parent-child, science and technology. From Han suits, blind boxes to Tang poetry, China-Chic IP scenes are increasingly popular among Chinese people. With the improvement of the overall consumer strength of the nation, more consumers are gradually increasing their sense of identification and confidence in local culture. With the return of "National Tide Fever", Chinese brands in the new era are on the way to becoming ever more popular.
In order to help consumers better understand and approach time-honored brands and new domestic products, and witness the new development of domestic brands in inheritance and innovation, new e-commerce platforms represented by Pinduoduo have increased traffic investment and subsidy investment in domestic brands, making time-honored brands and new domestic products more known to consumers.
The development of digital economy empowers a better life
Pinduoduo has users all over the country, whether in cities, rural areas, or even remote areas. Everyone's longing for a better life has always been consistent - pursuing affordability, valuing quality, and caring about service. At Pinduoduo, there are nearly 900 million lifestyle options and valuable products that make life better.
In the past eight years, starting from the fields, Pinduoduo has achieved the possibility of small farmers connecting to the national market through the "agricultural land cloud integration" model in the process of smooth supply chain. It has cumulatively driven more than 100000 new farmers nationwide to return to their hometowns for entrepreneurship, directly connecting to more than 1000 agricultural production areas and 16 million agricultural producers nationwide. Pinduoduo is committed to providing fresh and affordable food for consumers across the country, and ensuring that farmers have abundant yields and harvests.
In Pinduoduo, agricultural areas and consumers travel in both directions. The hot sales of domestic brands and the support of consumers are also a two-way journey.
Domestic brands actively capture consumer demand through e-commerce channels, upgrade their brands and products in a targeted manner, and provide consumers with diversified products. For example, skincare brand Yilian combines the demands of Pinduoduo consumers to promote the development of customized products through channels, focusing on single products with oil control and cleaning effects, and adding to the advantages of hyaluronic acid. Zhang Xuetao, Sales Director of Yilian Brand, said, "Young consumers are starting to consume rationally. Based on everyone's preferences and needs, we have customized more popular products in reverse. We hope to create a more three-dimensional and dynamic brand image by meeting the personalized needs of mainstream user groups."
Improving consumption quality cannot be achieved without optimizing supply.
Previously, in order to continue to help the new domestic products directly connect with new consumption, the "Duoduo New China-Chic" action has successively penetrated into home appliance manufacturing, light industry, beauty industry and other fields, combined with many brands, and explored a new model of data reality integration through platform specific contributions, full link cooperation, digital upgrading and other ways; At the beginning of this year, based on the resource advantages of each city, the industrial belt series live broadcast of goods focused on the city's characteristic food, China-Chic good things, and created a live broadcast of goods with strong local characteristics; In the second half of the year, Pinduoduo provided traffic and subsidy support in several major promotional activities such as "National Product Team Building" themed live streaming and "National Product Festival", helping high-quality brands break through the circle and further enhance brand influence, allowing more consumers to understand the story behind the brand and enjoy a high-quality consumption experience in purchasing affordable goods.
In the process of Pinduoduo's transformation towards high-quality development, "more affordability" and "good service" have become the two major engines for activating consumption. A series of promotional activities and high-quality services continuously reduce the threshold and difficulty for users to achieve consumption upgrading, helping to further unleash their consumption potential.
"In the future, we will always maintain empathy with consumers," said Zhao Jiazhen, Executive Director and Co CEO of Pinduoduo Group. "We will continue to start from inclusive and people-oriented perspectives, fully respect every consumer's every need, continuously improve the accessibility of affordable and good services, and achieve high-quality development."