In recent years, more and more domestic brands have innovated and taken the initiative to transform from "manufacturing" to "quality manufacturing", and from "following" to "leading" by participating in "co creation", installing "smart chips" on old brands, and setting sail with Chinese IPs. They have completed a magnificent transformation from "manufacturing" to "quality manufacturing", and from "following" to "leading", leading the new trend of consumption with unique creativity and better quality. "Boss, I want one button automatic umbrella retraction function" "Boss, can you make the umbrella handle into a loving shape"... In the Tiktok studio of Feilian Umbrella Factory, such "wishing messages" appear almost every day in the comment area. Nowadays, consumers are increasingly pursuing personalization. We look for research and development inspiration from user feedback in live streaming rooms to specialize in the small yet beautiful market of 'customized umbrellas'. For example, many people left messages asking for an umbrella that can glow when walking at night. Our team used reflective materials to make laser reflective umbrellas, which sold 10000 on the day they were put on the shelves. ”Lei Penglin, the person in charge of Feilian Umbrella Factory, said. Lei Penglin told reporters that the model of "live streaming+flexible supply chain+data-driven" greatly reduces the cost pressure on enterprises. By dynamically adjusting production plans through online comments and pre-sale data, it achieves "quick response for small orders", and a umbrella can be designed and put on shelves in as fast as three days. Aiming at the pain points and meeting the needs, with the help of "persuading" umbrellas, Feilian Umbrella Factory Tiktok has accumulated nearly 2 million fans, and sold about 1.4 million umbrellas in the past year alone. The research report on the mechanism and path of live streaming e-commerce to help the rise of domestic brands recently released by the Research Institute of the Ministry of Commerce shows that digital technology is accelerating the innovation of consumption patterns and production methods. Production and operation models such as user co creation in live streaming rooms and "small order quick response" are deeply reconstructing the R&D, manufacturing, and sales links of domestic brands, promoting their upgrading towards flexibility and branding. As a "golden signboard" nurtured in the history of China's industrial and commercial development, time-honored brands have accelerated their pursuit of innovation and change in recent years, constantly radiating new vitality on the road of innovative development. Walking into the exhibition hall of Tianjin Feige Group Co., Ltd., several shiny old-fashioned "Feige" brand bicycles attracted attention. Nowadays, with the support of new technologies, traditional bicycles are equipped with "smart chips": from simple means of transportation to "health managers" that can monitor heart rate, analyze sweat, and prevent scoliosis; From traditional vehicles to "smart terminals" that integrate flexible sensors, AI algorithms, and the Internet of Things... "Flying Pigeon", a time-honored brand that once carried the memory of a generation, is soaring again with technology as its wings. Li Ning and ANTA bring Chinese style design to compete in International Fashion Week, leading the trend of Chinese sports aesthetics; Beijing Daoxiangcun launched a "zero shop", integrating interactive experience, focusing on China-Chic style and youth expression; Wu Yutai's "Only This Qingyu" cold brewed tea, developed according to the taste of young people, has become popular in the market since its launch... With more and more domestic brands accelerating innovation and change, the popularity of domestic consumption continues to rise. According to the 2026 Tiktok E-commerce Domestic Goods Consumption Data Report, the number of newly active domestic goods merchants in Tiktok E-commerce in the past year increased by 47% year on year, and the turnover in the live broadcast room accounted for 63%. Chen Xi, a researcher at the Institute of Macroeconomics of the National Development and Reform Commission, said that the continuous rise in domestic consumption is inseparable from domestic brands continuously strengthening product research and development innovation, actively laying out digital marketing channels such as "store broadcasting" and "factory broadcasting", and enhancing market competitiveness. On the other hand, it also reflects consumers' confidence and recognition of Chinese culture. While deeply cultivating the domestic market, many domestic brands have accelerated their pace of "going global" in recent years, actively expanding the global consumer market and showcasing the charm of Chinese brands on the world stage. Yanlan Cold Extract, Yanlan Caviar Ice Cream... In February of this year, the domestic new tea drink brand Heytea officially debuted at Heytea Lab in Toronto, Canada, attracting overseas consumers with a series of innovative products. We will gradually enter overseas markets such as the United States, the United Kingdom, and Canada from 2023. While retaining classic products, more than 30 overseas limited edition new products have been launched in combination with local consumer preferences, which have been well received by local consumers. ”Cheng Hao, Vice President of Public Communication at HEYTEA, said that as of now, HEYTEA's overseas stores have exceeded 100, achieving nearly 6-fold growth in the past year. The promotional poster of Beijing Enamel Factory was unveiled in Times Square, New York, showcasing traditional Chinese craftsmanship; Pop up brand Bubble Mart has sparked a "unboxing" craze worldwide... More and more Chinese brands and IPs are entering the daily lives of overseas consumers in diverse forms, allowing the world to touch the unique charm of Chinese culture. The outline of the 15th Five Year Plan proposes to cultivate new growth points for mid to high end consumption, promote the refinement and strengthening of time-honored brands and domestic trendy brands, develop peripheral derivative consumption, and actively promote the first round economy. In Chen Xi's view, to promote the refinement and strength of domestic brands, we should actively explore the organic integration of traditional Chinese culture with new consumer formats and models, carry out innovative expression, and use digital technology to improve the quality and efficiency of research and development, production, marketing and other aspects, to meet the diverse and personalized consumption needs of consumers with higher quality products, and truly consolidate the influence of domestic brands. (Looking into the New Era)