Who is the king of FMCG? P&G? That is a thing of the past. The marketing revolution brought by mobile internet has disrupted the FMCG industry, the 'national trend' fever continues, and domestic brands are rising strongly. With a huge FMCG market and strong manufacturing capabilities, after further enhancing brand influence, the future world-class FMCG king may well be 'Made in China'. At the Sino-French Brand Summit series events opening on National Day in Paris, the world's fashion capital, the performance of domestic brands such as Free, Yili, Hero, and Yunnan Baiyao became a strong footnote to this assertion. Change often means opportunity; distributors should be prepared to embrace the new industry landscape. Bonjour Tmall brings the national trend to Paris with the 'National Brand Alliance' The history of FMCG was once a history of 'the East learning from the West'; distributors were all supporters of international brands like P&G, Nestlé, Pepsi, and Unilever. But with changes in the habits of the new generation of consumers, the performance of international big brands is declining, the national trend is rising, and the FMCG trend is reversing. The national trend brands that were once 'students' are now exporting brand culture to the international market. On October 1st, invited by the Paris City Government, the Bonjour Tmall, co-initiated by Tmall's 'National Trend is Here' and Bonjour Brand, with the theme 'Co-creating Utopia', was held at the Pompidou Center in Paris. This is the first large-scale innovative industry cooperation project between China and France, and also the largest national trend overseas action in Tmall's history. More than 150 co-created new products from 30+ Chinese brands were exhibited in a large-scale artistic installation co-created by Chinese and French art, and were also launched on the special themed section of Alibaba's Tmall online platform. The event echoed with China's National Day and Paris Fashion Week, allowing the world's art and fashion figures, as well as the people of China and France, to deeply feel the charm of the national trend in the Pompidou Center, the highest hall of modern and contemporary art in the world. Free, together with leading enterprises in various fields such as Yili and Hero, formed the 'National Brand Alliance' and loudly conveyed the lifestyle and artistic propositions of Chinese young people to the international community in Paris, the international fashion capital. As the first feminine hygiene brand introduced to this event, Free partnered with Florent Coirier, a famous French designer who has collaborated with Chanel beauty, to change the stereotypical impression of sanitary napkin packaging design, winning the attention and curiosity of visitors with elegant and dynamic packaging design. In particular, Free's 'Invisible' series products boldly broke through the traditional design conventions of sanitary napkin brands that focus on practicality. The bold and innovative product and packaging design made even the usually 'picky' art and fashion people and French citizens' eyes light up. There are differences between Chinese and foreign cultures, but artistic design becomes a medium for barrier-free communication at home and abroad. Using art and fashion as a medium, Free refreshed the overseas market's old perception of 'Made in China', exported the new lifestyle of Chinese people to the world, and well confirmed the rise of the 'national trend'. Product Selection: Traditional brands are the past; national trend hits are the future In the past, distributors often chose popular brands and products to reduce risk. This 'safe' product selection strategy may now become a risk. Most young people today were born in the 90s and 00s; the new consumption trend they lead is the pursuit of individuality, self-expression, and not blindly following big brands. The rise of the national trend provides a new approach to product selection. The Ali Research Institute's 'New National Goods Big Future - 2019 China Consumer Brand Development Report' shows that on Alibaba's platform, the cumulative search volume for keywords related to new national goods in 2018 exceeded 12.6 billion times. Baidu Index shows that 'national goods keywords' have been climbing to new highs over the past six months, with a month-on-month growth rate of 55% in Baidu News Index. The national trend has evolved from the revival of traditional time-honored brands like Laoganma, to the full participation of mass-market products represented by brands like Want Want, Huawei, BYD, and Li Ning in FMCG, automotive, technology, and apparel, to the rise of new domestic brands founded by local independent designers and internet celebrities, and to the cultural field represented by 'Ne Zha: Birth of the Demon Child'. The national trend has transformed from a niche culture into a fashion, with most domestic brands participating to varying degrees. Due to the gradual awakening of 'cultural confidence', domestic brands are becoming the new favorites of young people, with more and more young people choosing domestic goods as the best way to express themselves and their fashion attitude. China's 'national trend' culture is setting off a fiery wave across the country and even internationally, unstoppable. Choosing national trend not only caters to young consumer trends but also uses offline channels to carry online traffic and attention. Now is the era when the public, especially young people, are willing to pay for their 'national goods sentiment'. Under the national trend fever, current national trend hits are likely to become the 'golden products' of the future. The Enlightenment of Free: The 'National Goods Are Really Good' Theorem Is Forming The rise of the national trend is a matter of the last two or three years, but its roots stem from China's growing national strength and the continuous rise of 'Made in China'. When the public's 'cultural confidence' accumulates enough momentum, the national trend is naturally ignited. Domestic brands like Free have also been continuously accumulating their product and brand strength over the past years, gradually becoming a favorite brand among women, especially young women. At the brand level, Free has been a well-known super 'trendy' player in the industry from the beginning. Free's spokespersons, from Charlene Choi (Ah Sa) in 2004 to Fan Bingbing in 2010, were the hottest celebrities at the time. In 2013, it went off the beaten path and was the first to sign a male spokesperson, Wang Dongcheng. Its communication methods are also very 'playful', often ranking on topic lists on Weibo, Douyin, Toutiao, and other platforms. It can be seen that Free has always been in step with the lifestyle and fashion of 'Generation Z'. At the product level, Free is constantly innovating. From the industry's first double-sided online composite process, to the only independently developed CC pack technology in China, as well as product breathability and thinness, Free is in a leading position in the industry. With these 'hardcore' black technologies as a foundation, Free's appearance is very fashionable, often mistaken for tea bags or even cosmetics, making it the ultimate combination of technology and art. By forming a 'National Brand Alliance' with more leading domestic brands and appearing at 'Bonjour Tmall', Free has achieved a new brand sublimation in the national trend, more clearly carrying the banner of national goods. Free is not just simply attracting attention or pleasing consumers with appearance, but through artistic appearance, helping women become more elegant during their troubled special periods and resolving embarrassment more artistically. On a deeper level, this is more about conveying care! Free starts from caring for women, expressing the awakening of contemporary Chinese women's self-awareness and their confident and independent spiritual pursuit through the integration of artistic packaging and brand connotation. From this perspective, the brands of the 'National Brand Alliance' such as Free, by going overseas to Paris this time, have injected more spiritual connotation into the national trend with their unique cultural attributes, enriching the national trend culture. At the same time, domestic brands actively integrate into the international discourse and market system, occupying the right to speak on the international fashion stage, not only winning prestige for 'Made in China' overseas but also feeding back into the domestic national trend culture. In the future, more Chinese and foreign consumers will recognize that 'national goods are really good'! The promoters of the national trend, 'Generation Z', are representatives of China's young generation and the main consumers of the future. With the growth of the independent and confident 'Generation Z' and their gradual step onto the world stage, along with the rise of domestic goods and national cultural confidence, the national trend wind will surely continue in the hands of more Chinese brands, upgrading the national trend to national style, and ultimately going global. Opportunities are coming; are you ready? Tips will be paid 400-2000 yuan once adopted. China FMCG + Internet Professional New Media Committed to FMCG manufacturer and distributor transformation and upgrading and channel digital solutions