Brand innovation sets new consumption trends

HAIKOU — Have you bought cat food made from squab? Or tried a singing lollipop? These are just some of the innovative Chinese products available that may surprise you.

Thanks to the continued upgrading of the manufacturing sector and a burst of innovative ideas, many Chinese products have, in recent years, become trendsetters in the consumer market.

At the 2022 Boao Forum for Entrepreneurs held in South China’s Hainan province, Chinese entrepreneurs and experts discussed how, by innovating domestic brands, they can create new waves of domestic consumption.

“Cat food is usually made from chicken, beef or fish. We are the first producer to make cat food from squab to cater to cats’ tastes,” said Jin Guoqing, CEO of JIA PETS, a pet food manufacturer.

During this year’s Singles Day shopping spree, sales of domestic products have increased significantly. More than half of the 102 brands with a turnover of over 100 million yuan ($14 million) within the first hour of sales were domestic brands.

While gaining popularity among Chinese consumers, many domestic brands have ventured into overseas markets and cultivated a strong following.

Amos, an innovative candy manufacturer in China, has sold its products in more than 50 countries and regions, including the United States, Canada and Japan.

Amos’ “4-dimensional” gummy has become an instant hit, while its lollipop can “sing” inside a person’s mouth.

Ma Enduo, founder of Amos, said that innovation and branding are the keys to the company’s success

In the future, continuous innovation in products and services to meet demand and the creation of new innovations will be the key to the longterm development of domestic products.”

and Amos fully respects intellectual property rights in innovation.

A report jointly released by internet giant Baidu and a research institute under People.cn last year showed that Chinese consumers’ interest in domestic products soared by 528 percent compared with 10 years ago.

Improvements in quality and branding have injected impetus into domestic products in various sectors, including clothing, automobiles and cosmetics, with their popularity triple that of foreign counterparts last year, said the report.

“In the future, continuous innovation in products and services to meet demand and the creation of new innovations will be the key to the long-term development of domestic products,” said Wang Yun, a researcher with the Chinese Academy of Macroeconomic Research.

Wang Yun, researcher with the Chinese Academy of Macroeconomic Research