Chinese head anchor Li Jiaqi encountered a rollover two weeks ago because of a 79 yuan (RMB, the same, about S $ 16), when he was about to slow down from the public opinion storm, this eyebrowThe manufacturer of the pen and the Chinese beauty company "Huaxizi" Company pushed himself to the cusp of the wind because of a long -awaited apology letter.
After Li Jiaqi cried and apologized for the past eight days, the protagonist Hua Xizi finally appeared on Tuesday (September 19).A letter of apology of more than 400 words, a few words of "thank you attention", "accepting opinions" and "self -improvement of domestic goods", but the price of everyone's concern is not mentioned."Apology is lonely" "This apology is better than not apologizing."
"Hua Xizi's apology is not sincere enough, not sincere enough" and other related topics to appear on Weibo hot search every other day.There are successors on the hot search, as well as "the collective departure of Huaxi Zi Public Relations" and "Huaxizi's annual salary of 630,000 public relations". It can be seen that Hua Xizi's apology is a typical failure case in the entire public relations community.
Hua Xizi apologized to the storm further."Hua Xizi was exploded as a Japanese -funded factory" also made Hua Xizi, who played the patriotic brand and domestic brand, trapped in the crisis of trust and directly affected product sales.
The topic of "Flower Siko's sales fell more than 90 %" on Friday (September 22) on Weibo Hot Search. As of 10 am that day, the topic of the topic had exceeded 28 million.
The data of the cicada mother of the online short video e -commerce data service platform shows that before September 10, the daily sales of the official flagship store of Huaxizi were between 1 million and 2.5 million yuan.After September 11, the daily sales volume of the official flagship store of Huaxizi fell to 75,000 yuan to 100,000 yuan, a decrease of more than 90 %.From September 12th to September 18th, Hua Xizi live room was stopped.
"Old Chinese" pumps into "New Chinese Store" traffic red
In contrast to the hot situation of Hua Shizi, the emerging domestic product brand, a group of old domestic products were founded in the 1970s and 1980s.
On the next day Li Jiaqi apologized, the Chinese washing brand Beehua, which was established in 1985, listed the list of "79 yuan to buy" on his own Douyin account, and launched three sets of 79 yuan washing care.The set, claiming that "79 yuan can be bought 5 and a half pounds (shampoo)", playing Hua Xizi "79 yuan" stalk.
The data of the short video data analysis platform Flying melon shows that the sale of the bee flower on the day of the live broadcast room was 1,000 to 25 million yuan on the same day, and the sales room was fifth.And reaching the peak of sales this year.
Beehua also achieved the purpose of crazy sucking through this live broadcast.Public data shows that in the ultra -long live broadcast of the bee spent nearly 95 hours, the viewers have exceeded 39.94 million and the number of new fans is 2.76 million.
The wave of bee flower not only realized self -reference, but also in the linkage with other domestic products. By connecting with each other and supporting cheering, a domestic rejuvenation operation was launched.
This record is described as "simple business war" by netizens.Among them, the sports brand Hongxing Erk anchor washed the bee flower with beeflowers, and the sales room sales increased by five times on the day; the skin care brand Yu Meijing Xin registered the vibrato account.; Daily vitality of daily chemical enterprises, which was once exposed to financial dilemma, was once exposed to financial dilemma. 28 relying on the old anchor of more than half a hundred years, it also increased by 3 million in three days, and sales reached 5 million yuan in one night.
These old domestic products brands that focus on "simple packaging and affordable price" have won the favor of consumers with the image of Hua Xizi.Full.
Highlights and Long Reds of Chinese goods
The domestic brand named "Big Bowl" is not the first time that it has felt the "wild consumption" of Chinese netizens.
In July 2021, Hongxing Erk, who was believed to be "precarious" by netizens, donated 50 million yuan in Henan floods and unexpectedly became popular, leaving the top of the domestic cargo in one fell swoop.
Faced with the enthusiasm of shopping in a large number of consumers, Hongxingrke once hung up a "rational consumption" reminder in the live broadcast room, but the enthusiastic netizens responded domineering: "We have to consume wild."
"Wild Consumption" has made Hongxing Erk's sales performance 52 times, and even the total sales of a day is as high as 22 million yuan. A variety of products are out of stock, setting the brand's sales record.
But the tide quickly retreated, and the official flagship store in Hongxingrke quickly dropped the powder 289,000 after three months, and the average of nearly 10,000 people took the level a day.According to data monitoring of the public opinion of Huikexun, from July to October 2021, the total volume of Hongxingrke reached the peak of spread on August 1, and then a cliff -like decline appeared.
The big winner bee in the Huaxizi incident two years ago, she also felt the "wild consumption" of Chinese netizens because of "crying poor" two years ago.
At the end of 2021, the bee Cifend flagship store "pity" asked "this is to spend money?" "We are very cheap" when they answered the question of netizens. "The old domestic brand that rises only 2 yuan year is about to breakThe closure of production, so the "wild consumption" of the bee flower live room poured into the bee flower live room, which eventually set a score of 20,000 single sales a day, which is the usual amount of one month.
But similar to Hongxingrk's trajectory. This "wild consumption" heat faded quickly, and the bee flower returned to silence again. It was not until this time that Hua Nizi turned over again.
For domestic products, especially old domestic products, "cheap big bowls" are the labels they are proud, while patriotic cards and feelings are the magic weapon for binding sales.Bring a wave of traffic and trigger "wild consumption".
But when "wild consumption" leaves, most consumers will eventually return to rationality. They only rely on "cheap" without core competitiveness and lack of innovative products. They are destined to be marginalized.
Today's Chinese consumer market has changed a lot.A report shows that compared with ten years ago, China's national tide heat increased by more than five times, and 78.5%of consumers prefer to choose Chinese brands.
But changes in the market environment do not mean that old domestic products can lie down.Judging from the market distribution of Chinese sports brands Anta and Li Ning can divide the autumn market with Adidas and Nike Ping, more and more young people are willing to pay for domestic goods that are not cheap."Cheap" does not necessarily be able to add points to the brand, innovation, design, technology and other cutting -edge elements can inject more value into the brand.
The road of breaking through the old domestic goods is difficult, but it is actually passive to rely on cheap and feelings to "rely on the old and sell the old".How to win the continuous long -term chips in the flow of flowing from the sky is the problem that old domestic products should think more.
