Cost-effective Chinese local brands getting post-90s’ support

In Double11 shopping festival 2019, Chinese local brands Perfect Diary (完美日记) and Saturnbird Coffee (三顿半) defeated foreign brands and won the category champion for the first time.

According to Saturnbird’s founder Wu Jun, more than 70% of their customers are post-90s generation. The core target of Perfect Diary is also 18-25 years old consumers.

China Consumer Trend Index by Nielsen in 2019 stated that the post-90s has become the main force of Chinese consumption. A survey by Huaxing said that the post-90s are more inclined to factors such as price and friends’ recommendations during consumption. The brand factor is less important.

Perfect Diary's pricing strategy is to be ultimately cost-effective, the average price of products is less than RMB 100, less than 1/3 of those well-known international brands. Saturnbird has also aimed to make good taste coffee which is cost-effective and convenient since it started its brand in 2015.

We can foresee that cost-effectiveness will become one of the necessary factors for mainstream consumers’ decision-making.