Tencent conducted a survey on consumers born after 2000. The survey report shows that among the post-00 generation, awareness of domestic brands exceeds 50%.

This number is similar to those born in the 1990s.

In fact, with the rise of domestic brands in various industries, consumers have long begun to accept domestic brands.

Especially in the core consumer product fields such as mobile phones, consumer digital products, and automobiles, Chinese brands have formed a competitive advantage over imported brands in terms of both popularity and product quality.

However, 2021 is a very obvious "baton handover" period.

Because the last batch of post-90s undergraduates have graduated.

The main consumer groups in the market have quietly changed, and many Chinese companies have become aware of this change.

For example, Dong Mingzhu of Benqi has to go to the live broadcast room to persuade young people to buy a Gree air conditioner.

Some Western research institutions have also discovered this change.

The Financial Times recently wrote an article analyzing the 618 data.

"This change was highlighted during the 618 Shopping Festival." The report cited data released by Alibaba, saying for example that the sales of Chinese local brand baby care products have exceeded those of Procter & Gamble Group's Pampers.

The "Financial Times" also stated that "overtaking in corners" of Chinese local brands is not an exception.

During last year’s Double Eleven, online sales of Chinese beverage brand “Yuanqi Forest” surpassed those of Coca-Cola and Pepsi; also during Double Eleven, beauty brand “Perfect Diary” surpassed Maybelline and Estee Lauder; snack brand “Three Squirrels”

More than Nestlé.

The online sales of Chinese local brands are surpassing foreign brands. Picture from the Financial Times. "In the past, foreign brands represented superior Western lifestyles and had an advantage in the Chinese market. But now, Chinese consumers are more interested in 'Chinese style' (

China style) is more confident," said Yu Yue, investment manager of China Venture Capital Fund "Hua Chuang Capital".

The Financial Times stated that in China, foreign products have always been regarded as safer and higher quality, but now the leading position of Chinese brands has brought huge challenges to multinational companies that increasingly rely on China for growth.

Xingkongjun believes that the post-90s generation is the most special generation in Japan and China. They are the first generation that does not have "worries about their future" as a whole.

Most people born in the 1990s have basically no burden from their parents, brothers and sisters in their rural hometowns since they entered society, and they don't have to worry about basic security such as medical insurance and social security.

They are more independent and thoughtful. As natives of the Internet age, the amount of information they have been exposed to since childhood is much greater than that of their predecessors.

Their consumption and saving habits have undergone earth-shaking changes. Whether it is consumption style or use of financial products, related industries have undergone tremendous changes.