Text / Ba Jiuling (WeChat Public Account: Wu Xiaobo Channel)
If the “Golden Prize” is likened to a gene bank of the new domestic goods industry, then this gene bank has been continuously expanding and evolving since its establishment three years ago. This year is the third year of the Golden Object Award. So far, the Golden Object Award has received nearly 2,000 applications from nearly 1,500 companies.
Compared with the previous two editions, what are the new trends of this Golden Object Award? What are the development silhouettes of new domestic products behind the trend? The minibus extracted several sets of data and wanted to share it with you.
1. The new city of domestic products, who leads the trend?
Of the 1,500 companies that signed up for the Gold Award, 130 were from Shanghai, 127 were from Guangzhou, 99 were from Shenzhen, 77 were from Hangzhou and 66 were from Beijing. North, Shanghai, Guangzhou, Shenzhen and Hangzhou are still benchmarking new domestic cities. Chengdu, which emerged as a dark horse last year, continued to erupt this year, contributing 66 contestants.
Nearly 1/4 of the applicants from Guangzhou are beauty companies, and they live up to the title of “the beautiful city of new domestic products” in Guangzhou. According to the “2020 New Domestic Product City Report” released by Tmall, 75% of the country’s domestic beauty brands were born here.
Among the applicants from Chengdu, 54.5% came from the food and catering industry, showing an overwhelming proportion. The minibus can be said to be drooling while checking the registered products.
The applicants from Shenzhen are full of science and technology, and 51.5% are technology-based companies, covering digital, environmental protection, health, biology and other fields.
The most comprehensive is Shanghai, and the applicants come from various fields. At the same time, the contestants in Shanghai are generally “good-looking”, representing the “design vane” to a certain extent.
2. Food and beverages account for the majority, and new tracks are emerging
In terms of industry distribution, food and beverages and beauty and personal care are the two largest industries, while home appliances, furniture, and maternal and child products are ranked third and fourth.
This year’s food and beverage contestants accounted for 48.8%, an increase of 15.43% compared to last year. The proportion of contestants in the trillion-dollar industry of food and beverage has soared for three consecutive years, which may prove a lyric: Know how to eat, willing to wear, and not messy. Among them, there are 302 brands of instant food and pre-made dishes, which reflects the high demand of users for such products in the fast-paced era.
In addition, the sub-tracks such as Chaowan Cultural and Creative, Sports Outdoor and other sub-tracks performed brilliantly, bringing a new atmosphere. The 60 registered companies of Chaowan Cultural and Creative are all from first-tier and new first-tier cities; 15 of the 27 registrations for sports outdoor are from the outdoor equipment subdivision track. Hot out of the circle.
3. From Internet celebrity to Changhong, domestic products are busy crossing the cycle
When sorting out the registered brands, the minibus discovered unexpectedly: among these registered brands, the highest proportion is the brand established 5-10 years ago, accounting for 34.2%, followed by the emerging brand established within 3 years, accounting for 18.9%, It is different from the original impression of “emerging brands become the absolute protagonists of new domestic products”.
Compared with emerging brands that have been established for less than 3 years, these brands that have been established for 5-10 years were founded not long before the third wave of new domestic products since 2015 and at the beginning of their development, and at the same time seized the Internet dividends. , riding the wind and waves all the way, forming its own moat, and quietly crossing the cycle in the ups and downs of new consumption.
Some new consumer entrepreneurs describe: Consumption relies on long slopes and thick snow and continuous deep cultivation, so that users can continue to pay attention to you and focus on you, which is actually repurchase and real product experience.
The domestic players who submitted the Golden Objects Award used data and years to explain their long-termist path from Internet celebrity to Changhong. Li Qi, the judge of Jinwu Award and founder of Ruide Design, believes that domestic products have left the commercial stage of “new, strange and special”. In the past, the coverage of domestic products was not so wide, and the overall coverage was not so deep. Now whether it is high-end, mid-end or even the ultimate cost-effective, there are excellent domestic brands in each track, different competition patterns and levels. At the same time, domestic products are also infiltrating all aspects of our lives.
4. Is new consumption investment cold? data to speak
Among the companies registered for the Golden Object Award, 49 companies have been listed, 359 companies have received angel round financing, 105 companies have entered A round financing, 71 companies have entered B round financing, 37 companies have entered C rounds, and 7 companies have entered D rounds. This year, 34.8% of the contestants have received financing, an increase of 6.3 percentage points from 28.5% last year.
Among them, angel round financing companies far exceeded the 114 last year, and accounted for 57.2% of the companies that received financing this year. On the other hand, capital still maintains confidence in new domestic products and prefers to tap potential stocks.
5. New Marketing! Reaching users is the last word
How to occupy the minds of users has always been the number one issue for brands to solve. After all, what is not preferred by users is not a brand, but a trademark.
Among the products submitted by the Golden Object Awards, WeChat Official Account, Douyin, and Xiaohongshu are the three social platforms with the highest occupancy rate, the same as last year. Among the contestants, there are 400 brands with WeChat official accounts, 323 brands with Douyin accounts, and 210 brands with video accounts.
Recently, the commercialization of video accounts has been frequent, and the market attention has soared. A large number of Douyin players have turned to or in-depth layout of video accounts, which may bring new traffic opportunities for brands. The “2022 China Mobile Internet Semi-annual Report” shows that the active penetration rate of video accounts on Douyin is close to 60%, and the monthly active users of video accounts have reached 813 million, surpassing Douyin’s 680 million and Kuaishou’s 390 million.
Where the user is, the traffic will tilt. How to seize the dividends and maintain in-depth contact with users is worth thinking about by every new domestic brand.
Next, it is a tense review period. More than 100 professional judges will cross-mark. Seven major awards will be announced soon. They are: Gold Award, Best Popularity Award, Technology Innovation Award, Category Innovation Award, Best Marketing Award, Tiangong Kaiwu Please look forward to 7 awards including the Award and the Most Potential Award.