Why New National Products Are “Trendy” Up: The Era of Happiness for Generation Z Consumption Is Coming

Abstract

Purpose – The purpose of this paper is to reveal the underlying reasons for the popularity of new Chinese brands, and to provide guidance for the brand s future development.From the macro background to the multi-faceted analysis of micro-enterprises and consumers, the article uses Perfect Diary as a representative to analyze the opportunities and challenges of Chinese new domestic brands using digital marketing. Design/Methodology/Approach – Based on a combination of macro and micro perspectives, thispaper analyzes the macro industry background, technology background and market background, Changes in micro-consumer groups and changes in new marketing methods of enterprises and so on.In addition, the article reveals the underlying reasons for the popularity of domestic products, and uses the Perfect Diary brand that created the miracle of DTC sales as a case to analyze the success reasons, opportunities and future challenges of the digital marketing of new domestic brands. Findings – It can be seen from the case study of the article: Although the market for Chinese domestic brands is huge, the competition is fierce. In the same general environment, because marketing methods that quickly stand out are also easy to learn and imitate, consumers always return to the product itself. No matter which track you want to maintain a winning position, you must pay attention to product development while focusing on marketing. Research Implications – By analyzing the current strategy of Guochao s new brand and the current external environment and situation, it can provide guidance for the future development of local new brands and even all manufacturing companies.