What is 'trendy'? Tmall gives a good answer: 'Trendy means getting better with the times.' Tmall aims to bring consumers not just traditional bestsellers, but healthy, fresh, fun, and unique experiences. National trend wave sweeps young consumers Recently, a wave of 'national trend' (guochao) is strongly sweeping the youth market. 4,000 sets of White Rabbit perfume sold out in 5 minutes; 1,000 sets of Want Want's 56-ethnic-group cans were declared sold out in one day; RIO's ink-flavored cocktail first release of 3,000 sets (2 bottles of cocktail + 1 Hero brand ink) sold out in 1 minute; Zhong Xue Gao's limited 10,000 cups of 'Unrestrained One Grid' ice cream sold out in 10 hours... Also, Yunnan Baiyao's 'cure-all bag', Xiaolongkan toothpaste, and snail noodle perfume—products that sound 'quirky'—sell out instantly upon launch. From initial layout in 2016, to the Palace Museum cosmetics selling out in 2018, to the normalization of hit products in 2019, Tmall's National Trend campaign has become increasingly adept at creating viral products. 2018 Tmall National Trend cooperation with food brands In 2017, the State Council approved May 10 as 'China Brand Day'. On May 8, 2019, just before the third 'China Brand Day', Alibaba's New National Product Plan launch conference was held grandly in Hangzhou. At the conference, the Alibaba economy announced the strategic launch of the 'New National Product Plan', combining global top resources and high-potential brands to upgrade national products and 'national trend', precisely targeting Generation Z to make them the generation growing up with 'new national products'. Since being led by Tmall on the cross-border path, in 2019, these food brands' cross-border collaborations have become unstoppable. White Rabbit Fragrance Series After previously launching the milky White Rabbit lip balm, White Rabbit now collaborates with 'Scent Library' to launch a fragrance series, aiming to let consumers experience the indulgence and joy of 'tasting' sweets. On May 23, within 10 minutes of sale, over 14,000 items were sold; the limited 610-piece White Rabbit fragrance gift set sold out in 3 seconds; Weibo topic discussion heat exceeded 250 million in a single day. RIO Ink-Flavored Cocktail Recently, RIO's ink-flavored cocktail first release of 3,000 sets sold out in 1 minute, and under the leadership of 'Tmall National Trend is Here', it appeared at the world's top wine exhibition—Vinexpo in Bordeaux, France—battling with international liquor brands, capturing the attention of global wine lovers and social media through creative highlights. Oreo x Palace Museum Food: 'Emperor of Biscuits' Oreo, together with Tmall Super Brand Day and Palace Museum Food, launched the 'Entering the Palace' journey, jointly creating the 'My Heart's Wish' series. With the theme 'One biscuit melts all flavors of the world', they innovatively introduced 'Six Chinese Flavors': Lychee Rose Cake, Chaozhou Char Siu Pastry, Ancient Style Hawthorn, Zhenxiang Green Tea, Honey Red Bean Pastry, and Spicy Pepper Biscuit. Oreo has been playing with Tmall Super Brand for the fourth year, with new tricks every year. Oreo cookies also brought elements of traditional Chinese culture to their hometown—New York—jointly exporting Chinese traditional culture overseas. Want Want 56 Ethnic Group Cans In the matter of cross-border national trend, Want Want launched 56 ethnic group cans. Leveraging the 70th anniversary of the founding of New China and commemorating the 40th anniversary of the Want Want brand, they initiated interaction from the topic of '56 ethnic groups', evoking the public's national confidence. Moreover, Want Want also launched diversified peripheral products; in terms of brand festival momentum, they collaborated with brands like Youku, Lofter, Midea, etc., to release joint posters for Want Want Day; and to drive sales, they introduced the innovative 'surprise blind box' gameplay, effectively attracting attention. Bright x INXX Bright Dairy played big in cross-border, joining forces with street fashion brand INXX STREET to stir up a 'milk trend'. Inspired by Bright milk, they launched three cross-border products: T-shirts, caps, and backpacks, shaping a trend that combines fun and sentiment. At INXX's recent 2019 new product launch, this cross-border clothing series was also showcased as the main push, and is now officially on sale on the Tmall platform. Zhong Xue Gao Zhong Xue Gao, positioned as mid-to-high-end, set aside its usual literary and fresh style and creatively launched the limited new product 'Unrestrained One Grid Cup', printing familiar small ads like 'moving', 'locksmith', 'agency', and 'engraving' on the packaging, with a slightly 'demonic' design that is unique and eye-catching. The 'Unrestrained One Grid Cup' uses organic milk from alpine pastures at an altitude of 1,450 meters in the Alps, with no water added to the formula. A pack of 10 cups sells for 220 yuan. The product was released in a limited quantity of 10,000 cups on May 10 and sold out within 10 hours and 20 minutes. Tsingtao Beer Also, the always playful Tsingtao Beer 'mixes' with NPC, and a 1903 cross-border fashion garment helps you dominate New York Fashion Week! Wang Laoji, Wei Long, Zhou Hei Ya, Fulinmen, RIO, Nongfu Spring, Lao Gan Ma, White Rabbit candy, Want Want, Golden Monkey, Wolong, Mengniu, Haoxiangni, Wahaha, Baicaowei, Changqing, Liangpin Shop, Bright, Panpan... Horizontally mining brand historical context, vertically mobilizing collective memory. Then using creativity to inject emotional added value into national products, Tmall's National Trend campaign boosts consumers' confidence in Chinese local brands, allowing Chinese food brands to show strong self-adjustment and forward progression capabilities when facing global consumers and domestic diversified middle-class consumer groups. Externally, it empowers brands; internally, it creates new categories. Through mining consumption trends, combining quantitative analysis and big data composite analysis, the National Trend campaign connects every link from raw materials to product R&D to consumer scenarios, reversing the industry thinking from consumption, and collaborating with brands to innovate and optimize products, attracting the attention of the younger generation. In China's food and beverage market, we can see the continuous rise of the new middle class, the strong debut of Millennial spending power, the growing demand for healthy aging, and the deepening of personalization... Facing rapidly changing consumption trends, food industry entrepreneurs and business people need to embrace change with a more open attitude... Source: Food Industry Expert (ID: shiyehome) Tips will be paid 400-2000 yuan once the tip is adopted. China FMCG + Internet Professional New Media Committed to FMCG manufacturer and distributor transformation and channel digital solutions