220 time-honored brands doubled their sales during Tmall Double 11; time-honored brands are the most successful new brands

Tradition has transformed into fashion and trends, and time-honored brands, museum cultural creations, and intangible cultural heritage have been sought after by consumers. National trends and domestic products are the core keywords of Tmall's Double 11 new consumption this year.

The reporter learned from Tmall that as of 8:00 on November 11, the sales of 220 time-honored brands on Tmall Double 11 increased by more than 100% year-on-year, including Jinhui, Guihuazhuang, Baishui Du Kang and many other time-honored brands in the central and western regions. The sales of brands such as Huili exceeded 100 million yuan, fully confirming that "time-honored brands are the most successful new brands."

"The sales of Dezhou Braised Chicken are nearly four times that of last year. New products such as the Orleans chicken legs and self-heating chicken pot of its new brand Lu Xiaoji have been loved by many post-95 consumers." Cui Chen, executive general manager of Shandong Dezhou Braised Chicken Co., Ltd., told reporters. Relying on Tmall, the "Internet celebrity" on the green train in the past has gone out of Dezhou and sold to the whole country. "Consumers from other provinces, especially the south, account for more than 60%." Launching new products and incubating new brands, the story of Dezhou Braised Chicken's innovative transformation is quite representative.

Time-honored brands have a young heart and listen to the needs of new users in new ways. This year, a total of 184 time-honored brands directly faced consumers in Taobao live broadcast rooms to spread traditional culture.

Centennial brands are reviving, and museums' new cultural creations have become the dark horse of this year. In the first hour of November 11, sales of eight museums increased by more than 100% year-on-year. Sanxingdui, Henan Museum, Gansu Provincial Museum, Suzhou Museum, and Luoyang Museum also joined forces for the first time, bringing together treasures from their collections to launch a limited edition joint archaeological blind box.

Traditional culture is on the rise, and intangible cultural heritage is at the center of the trend. Intangible cultural heritage products and co-branded products opened their own venues for the first time during Tmall Double 11 this year. The amount and number of consumers born after 2000 doubled compared to last year, and pens, inkstones, paper and inkstones became "Internet celebrity hot items". As of 10 a.m. on the 11th, the sales of intangible cultural heritage stores such as the "antique-level" brand Shanlianhu Brush increased by more than 140% year-on-year, and Hu Kaiwen, which specializes in Hui ink, increased by more than 20 times year-on-year.

Artists and designers have also started to integrate with intangible cultural heritage. During the Double 11 Shopping Festival, Tmall invited 10 artists and designers to redesign 10 intangible cultural heritage skills. Ding porcelain, which has been passed down for thousands of years, has become a trendy toy, and Fengxiang's New Year paintings have crossed over to launch a co-branded model with Ma Yinglong... "Innovative cooperation has made intangible cultural heritage trendy, allowing intangible cultural heritage to enter our lives again, become daily necessities, and have new vitality," said Pang Yonghui, the inheritor of Ding porcelain.

According to the " 2021 Intangible Cultural Heritage E-commerce Development Report", a total of 14 intangible cultural heritage industry belts have annual transactions exceeding 100 million yuan on Taobao and Tmall, and nearly half of them are located in counties and below.

Young people are following the trend of Chinese style and Chinese products. Chinese sports brands such as Hongxing Erke, Anta, and Li Ning have entered a new stage of development. In the first hour of sales on the 11th, Hongxing Erke's sales increased 27 times year-on-year. In new consumer areas such as skiing and camping that are popular this year, Chinese brands have also performed well. In the first hour of sales on the 11th, the sales of domestic camping brand Mugodi increased by 2 times year-on-year, and the sales of Black Deer increased by 5 times year-on-year.

Tmall

Double Eleven