Editor: tuya

Produced by: financial graffiti

"After 60" in fitness, "after 90" in health; Boys and girls love gender-free clothes; Young people don't like rice, but love protein bars, artificial meat and instant hot pot; Primary school students take online classes to make home printers just needed; Men's liquid foundation quietly became popular.

There are many new phenomena in 2020. The satisfaction of every tiny demand has promoted the growth of new brands.

Recently, Tmall released ten new brands in 2020, and domestic brands such as Huaxi Zi, Perfect Diary, Ubras, Li Ziqi, Banana, Cloud Whale, COLORKEY, usmile, Adoption A Niu, BEASTER, etc. were collectively listed.

"Behind these trends are new life needs. Under the epidemic, everyone pays more attention to health and self-esteem, and treats small problems and suffers more. " Tmall said that 2020 has been regarded as the opening of the next "golden decade" of China's new consumer brands.

"There are too many new brands this year, which were never seen in the past 10 years. This is not an accident. " Chen Yuwen, the founder of Perfect Diary, once said.

It is understood that in the past three years, 654.38 million new brands have settled in Tmall, which is equivalent to an average of 90 new brands growing on Tmall every day. This year's "double 1 1", the turnover of new brands of Tmall platform 16 exceeded 1 billion, and 360 new brands won the first place in the segmentation category, while in 20 19, only1new brands won.

"The demand iteration of the new generation of consumers has driven more and more new generation entrepreneurs to join the wave of consumer entrepreneurship," said Li Na, a partner of Yunfeng Fund. "Changes in people will eventually bring about changes in the industry."

According to Tmall's data, most of the top 500 new brands in its platform are located in first-and second-tier cities, with Guangdong being the largest and Zhejiang the second largest. In terms of cities, Shanghai ranks first in the entrepreneurial map with 90 new brands. Shenzhen, Hangzhou, Guangzhou and Beijing rank in the top five. In addition, Suzhou, Ningbo, Dongguan, Foshan and other areas with concentrated industrial belts are also in the top ten.

However, the central, western and northeastern regions are not without it. Hankou No.2 Factory, Chengdu has Miss Fu, An has a strong noodle restaurant, Harbin has adzuki beans, and Qingdao, Changchun, Shijiazhuang and Haikou all have new brands.

Interestingly, most of these new brands "dark horse" this year appear in the field of new demand "no man's land".

"When new cross-border demand appears, when people's hobbies change, when big brands can't see new opportunities, new brands come." Tmall thinks. Some of these new brands have even opened up brand-new categories, such as instant rice, tableware sterilizers and hand-held floor washers.

For example, among the new brands with the turnover of "double 1 1" exceeding 100 million this year, the annual sales of the new brand of sweeping robot, Cloud Whale, increased by 70 times compared with last year.

Although the sweeping robot is not a new category, as a new brand, the relevant person in charge of Yunwhale said in an interview with Caijing Graffiti that its brand tonality did not focus on "exquisiteness" at first, but put forward "barefoot liberalism" in a way closer to the lives of ordinary consumers.

"For example, we don't deliberately make high-quality videos in marketing, but introduce products to consumers vividly and closely through some lifestyles KOL and KOC, so that word-of-mouth communication can continue to ferment." The person in charge revealed.

20 19 April, Cloud Whale once conducted crowdfunding on the crowdfunding platform kickstarter and got 2,000 participants. In 45 days, * * * raised $1140,000, becoming the first category of platform sweeping robots at that time.

After moving to China, Cloud Whale officially settled in Tmall 20 1 1 in 2009, started online sales and opened a brand flagship store. At present, the price of its sweeping robot products is 4299 yuan, and the mainstream buyers are mostly from first-and second-tier cities, aged between 25 and 40, and most of them are female users.

When asked about the coverage of online sales channels, the person in charge said that because Tmall's business model is more suitable for new brands, "from last year's' double 1 1' to now, we only sold 1 year on Tmall platform".

"Financial Graffiti" also learned that in Tmall's "Super Brand Day" in August this year, the transaction volume of the cloud whale on that day was as high as 98 million yuan, "breaking the sales record of the entire small household appliances category on the platform". This year's "double 1 1", its sales reached "30 seconds to break 100 million", with a total sales of 240 million, ranking fourth among the 16 new brands that broke 100 million announced by Tmall.

Tmall said that among the new categories emerging this year, one of the representatives, "Turkey Disinfecting Knives and Chopsticks Shelf", has also "solved new daily needs through innovation" and has been recognized by many consumers.

In addition to the top ten brands on the list, another "dark horse" in the field of pet economy is the new brand Pidan. Ma, the founder of Pidan, revealed that he likes to keep cats, but he has never been able to buy a cat toilet that he likes and likes. "So he decided to cross the border from the Internet and enter the pet products industry."

Tianyancha App shows that since the establishment of 20 15, Pidan's eggshell pet products have intensively obtained four rounds of financing in the following three years.

In 20 16, its seed round financing was invested by Qifu capital. 20 17 completed the angel round and a round of financing in July and September respectively. Investors include Exploration Venture Capital, Spades Capital and Cyanhill Capital, as well as Han Qing Fund, Kunzhong Capital and Liu Qing Capital. Among them, the amount of A round financing is tens of millions of RMB, and the amount of angel round financing is not disclosed. 2065438+July 2008, the 60 million RMB Series B financing led by capital and participated by Liu Qing Capital and Kunzhong Capital was finally settled.

In the eyes of investors, the collective outbreak of new brands can be described as "the right time, the right place and the right people". Li Na, a partner of Yunfeng Fund, believes that the outbreak of new brands this year is the accumulation of "the gradual improvement of digital infrastructure in the past 10 years". More importantly, "the demand iteration of new generation consumers has driven more and more new generation entrepreneurs to join this wave of consumer entrepreneurship. And changes in people will eventually bring about changes in the industry. "

Statistics from Tmall show that in the past three years, as many as 65,438+10,000 new brands have settled in Tmall, "equivalent to an average of 90 new brands growing on Tmall every day". Among them, some new brands that have just settled in Tmall this year have achieved the small goal of turnover exceeding 100 million, such as drunken goose Niang, which is famous for red wine and fruit wine, and Moody, who specializes in making contact lenses for girls.

The top ten brands released this time also show that in 2020, food and beauty cosmetics will remain the main positions of new brands, while maternal and child, outdoor sports and home life will become the "sunrise track" of new brands.

Among them, the maternal and child industry ran out of the most "dark horses", and children's snacks, toys, Hanfu and so on emerged one after another. "China people are paying more and more attention to raising babies."

For example, Midil Milu, who focuses on maternal and infant toy products, finally landed in the final list of Tmall's "Double 1 1" toy/stroller/puzzle/building block/model brand top20 this year with the score of1. According to public information, Midil Milu integrates design, manufacture, brand and channel sales, and focuses on children's artistic aesthetics based on children's psychology, focusing on classic games, artistic puzzles and creative DIY handicrafts.

It is worth noting that Tianyancha App shows that on the day of "Double 1 1", that is, 1 65438+1October1in 2020, its subsidiary Ningbo Milu Network Technology Co., Ltd. (established on 20/Kloc-0) But before that, the company did not show any other financing records.

In addition, according to Tmall platform, new brands such as Baby Zen and Lu Xiao Light Light Blue, which are mainly engaged in baby food, have achieved good turnover figures in this year's "Double 1 1".

Among them, Lu Xiao Light Light Blue is the new brand of Three Squirrels, and it is positioned as a professional brand of Internet Baby Zero Complementary Food under the Three Squirrels. Tianyancha App shows that Three Squirrels Co., Ltd. holds 0/00% equity of Anhui Lu Xiao Lanlan Baby Food Co., Ltd., which belongs to Lu Xiao Lanlan.

Previously, the background statistics of the three squirrel cloud building system and various e-commerce platforms showed that from 0: 00 of1October1to 24: 00 of1October 1 1, Lu Xiaolan's sales exceeded. In the cumulative sales volume of single product, the sales volume of freeze-dried cheese blocks is 3010.4000 bags, probiotic yogurt dissolved beans10.8900 bags, and marine cod intestines are 2010.5000 bags, all of which rank first in the category of baby zero food.

"Unlike domestic products that used to make good use of' manufacturing bonus', new brands can usually make good use of China's manufacturing bonus, design bonus, demand bonus and e-commerce bonus. Entrepreneurs are younger and grow faster. " Tmall said.

The founder of a new brand once said that "entering Tmall means that a store has the largest consumption power and the largest unified market", including about 800 million consumers that the brand has the opportunity to reach directly, as well as Tmall matrices of different business formats such as Box Horse, Hungry, and Shangchao.

At the same time, compared with traditional commercial times, the Internet has greatly shortened the brand time from 0 to 1. Tmall includes big digital insight, trend center, super rookie, new product innovation center, dark horse factory, IP cross-border joint brand and other modules, which can not only provide innovative genes for new brands, but also help new brands quickly seize market segments and new consumption opportunities.

There was once a comment that "the Internet in 2020 has no new stories, only new brands." And the new consumer brand "golden decade" may have just begun.