In the second half of the Internet, why did Sunlian Power choose new consumption?

As for which year is the first year of new consumption, there is no standard answer so far.

According to a survey data released by the international investment bank Credit Suisse in October 2015, there are about 800 million consumer groups with mature purchasing power in China today, of which 100 million have middle-class consumption power. These people have also promoted China’s consumption in recent years. Upgraded mainstream crowd.

Therefore, the following year 2016 is also considered by many market participants to be the first year of new consumption, including Wu Xiaobo, a well-known financial writer. triggered a new wave of consumption.

However, the explosive growth of a group of new consumer brands like Yuanqi Forest, Zihai Pot, and Bubble Mart will have to wait until 2020. Before that, it took nearly five years for new consumption to export to the gradually growing Generation Z. Cultivate a new concept of consumption - enjoying life, focusing on quality, pleasing yourself with interests, and value recognition have become the core values ​​of new consumption.

In this new wave of consumption, subdivisions such as national trendy sports, health care, blind box economy, and new tea drinks have become the mainstream track, which not only attracted extensive capital participation, but also created countless start-up brands, and also made some brands that have already appeared on the Internet The well-developed platforms in the field have caught up with the historical trend of the second take-off, including the private domain e-commerce platform Shunlian Power.

In 2019, Sunlian Power officially launched the Explosive Product Plan, successively incubating and unearthed Ba Xian, Haoke Shanliro and other agricultural specialty brands. In the explosive growth of new consumer brands in 2020, Sunlian Power also catered to market demand, quickly adjusted its positioning, and quickly shifted from agricultural products to the field of general health in the direction of brand incubation, and cooperated with listed companies and the national beverage brand Wahaha , respectively launched new consumer brands such as "Duoqi" and "Xiangxian" and the corresponding first products.

Among them, Duoqi's first product, Bird's Nest Collagen Peptide Fruit Drink, not only completed the first round of promotion with the help of the platform's community resources, but also boarded the express train of live broadcast delivery after the brand awareness was established, and communicated with Michelle Ye, Stars and anchors such as He Jie and Liu Meixi have established long-term cooperative relationships and won the trust of more young consumer groups.

Relevant data shows that Duoqi’s healthy fruit drink product sold about 13.6 million bottles within one year of its launch on the platform, and its cumulative sales exceeded 30 million bottles in the second year of its launch, and continued to repurchase users The proportion is as high as 70.28%.

As a bold attempt of Sunlink Power in the new consumption field, the success of Duoqi undoubtedly added more confidence to the platform. On April 6 this year, Sunlink Power officially launched the "Sunlink Health" project, focusing on the field of general health, trying to Copy the successful path of Duoqi, and realize the coordinated development from a comprehensive e-commerce platform to a new consumer brand incubation platform.

If Sunlink Health is the clear direction for Sunlink Power, then Sunlink New Consumption is the most direct means for Sunlink Power to achieve platform prosperity.

On the evening of May 25th, Sunlink Power officially launched a new consumption area of ​​Sunlink Power in the official live broadcast room, and launched Xiangxian's first probiotic product for the first time, further leveraging the platform's "explosive product incubator" and supply chain advantages.

In the sharing session after the product release, Guo Hongan, the founder of Shunlian Power, also visited the live broadcast room to explain the opportunities and challenges brought by new consumption to the platform for millions of users online.

According to financial media reports, Guo Hongan, the founder of Shunlian Power, believes that the reason why Shunlian Power has successfully broken through the e-commerce track since its establishment six years ago is due to the company’s operating model, which shortens the path from brand manufacturers to consumers. Identifying the platform positioning is to share profits between upstream and downstream; on the other hand, thanks to the brand building model of Sunlian Power, it can grasp the context of user needs faster and accelerate the maturity of new consumer brands.

In the new environment where new consumption, new trends, and new brands reconstruct the consumer market, we will continue to improve the product quality and service functions of the platform, incubate and cultivate more new consumer brands, and create an open, transparent, and green consumption e-commerce ecosystem. It has also become the only way for Sunlian Power to develop into an e-commerce group company.