Bee flower, a domestic product that is packaged too soil to be "closed"
Once a domestic brand is out of the circle online, it may be "bankrupt" or "closed" once.
In the front, there is Hongxing Erke, who sells shoes, and in the back, there are bee flowers that sell conditioner.
Recently, a group of netizens "fought for the sake of bee flowers not to go out of business".
It started 4 months ago. On August 9, Bee Flower officially entered Douyin and released the first video.
At that time, some people in the comment area complained about the packaging of bee flowers, "easy to use is easy to use, but it always feels like grandma uses", and even a comment of "making products with heart, packaging with feet" was liked 5471 times.
As bee flowers gained more attention on Douyin, some passages about bee flower packaging also spread.
(On the left is bee flower shampoo, on the right is a brand of dish soap)
Bee Flower has a variety of shampoo and conditioner is transparent packaging, similar to the packaging of the outside dish soap, netizens often ridicule Bee Flower sells detergent, not wash products.
Being ridiculed a lot, Bee Flower herself began to play with the "dish soap" stem. "Which one can remove oil and relieve itching?" "That bottle is the most dish soap-like bottle."
In addition, a new shampoo and conditioner launched by Bee Flower was also ridiculed because the pump head was made like a bee, "I am afraid of being stung".
However, in addition to ridicule, there are still some netizens who are really worried about bee flowers.
"Will the packaging be too dirty to sell?" Once the bee flower starts to promote at a low price, there are people who worry that the bee flower is about to go out of business.
As a result, this group of enthusiastic netizens began to spontaneously give advice to Bee Hua, hoping to "save" this domestic brand.
Some people say bluntly that the transparent packaging of bee flowers appears cheap. But a bottle of conditioner that only sells for 9.9 yuan for bee flowers said: "We are actually very cheap." ”
Some people suggest that Bee Flower and Daguang Competition cooperate to let the contestants design packaging, copywriting, or shoot micro-film advertisements for them. But in 36 years, no advertising department bee flower only replied: "This costs money, right?" ”
The sentence does not mention poverty, but the sentence reveals poverty. The image of the bee flower "cutting the door" and the simplicity stood up at once.
More and more netizens began to design outer packaging for bee flowers, but the news about the collapse of bee flowers also spread all over the city.
In order to avoid misunderstanding, Bee Hua quickly clarified that it would not go out of business, "selling cheaply because the product positioning is mass consumption", using modern equipment technology to improve productivity, so as to achieve cost reduction and benefit consumers.
In addition, Bee Flower also listened to the opinions of netizens and took this opportunity to launch a draft contest to solicit new packaging designs from everyone.
The brand emphasizes that there are generous rewards for drafts, and the company is not "without money to find designers."
However, the rebuttal of the bee flower failed to prevent the further "wild consumption" of netizens.
This domestic product, which has only risen by about 5 yuan in the past 36 years, must place an order to "save" if it faces bankruptcy. If it does not go out of business, the promise of "changing the new packaging will not increase the price" is also worth a rush.
With such an idea, a large number of netizens rushed into the live broadcast room of bee flowers to snap up. Bee Flowers, which was once outside the 100th place on the Douyin goods list, climbed to the 33rd place at about 5:30 p.m. on November 17, and the popularity value reached 10,000.
Even if the bee flower live broadcast room has clearly typed the four big words of "rational consumption", it has not prevented netizens from "supporting domestic products and placing orders".
Bee flowers, no hundred day red
The bee flower that became popular overnight because of "selling poverty" seems to have become the second star Erke.
Due to the low price and the lack of overwhelming advertising and marketing, many domestic brands are considered to be "unable to make any money" and even on the verge of bankruptcy.
Previously, Hongxing Erke donated 50 million yuan of materials in the Henan disaster, and was distressed by netizens: "Niang, I feel that you are going to go out of business and donate so much!" ”
Hongxing Erke, who was carried by netizens on the hot search, became the "rescue object" of netizens overnight.
The live broadcast room, which is usually only watched by a few thousand people, suddenly poured into millions of people, and the sales of Hongxing Erke once rushed to more than 22 million yuan, an increase rate of 52 times more than usual.
However, too fanatical pursuit will eventually turn into a huge gap of coldness.
Hongxing Erke exploded for 100 days, and its live broadcast room lost an average of 10,000 fans per day, and the passenger flow of offline stores also returned to normal levels.
At the beginning, those netizens who shouted "don't consume rationally, you want wild consumption" have disappeared, but this stage of emotional consumption seems to have once again fallen on the head of the bee flower.
From "buying your sewing machine is smoking" to today's "let the conveyor belt spark", another domestic brand has been popular among netizens.
But flowers are not red, and so are bee flowers.
What's more, bee flowers, which have not opened an advertising department for 36 years, have not been able to fully catch this wave of consumer enthusiasm for the time being.
In the vibrato live broadcast room of the bee flower, the phenomenon of stuttering often occurs. Mainly reflected in the fact that the screen is stuck in a certain moment, but the anchor's voice is still playing out, or the anchor has been repeating the same sentence.
This greatly affected the experience of the audience in the live broadcast room, and many users who came to watch said that they were "too stuck".
At the same time, because Bee Flower has not had a special advertising department, the anchors come out of the workshop and research and development room, which also leads to the lack of experience of its live broadcast team.
In the process of live broadcasting, many netizens will send bullet screen questions, but the anchor often rarely reads the public screen comments because of the explanation of the product, which directly leads to many people's questions not being answered.
In addition, delivery has also become a problem currently encountered by Bee Flower. Due to the "wild consumption" of netizens flocking to the market, the order of bee flower in a short period of time soared, and the spot of many products was snapped up, so it could only be listed on the pre-sale link.
However, pre-sale is equivalent to late delivery, and the promise of "will be issued within 30 days after placing an order" may also become a point of complaint for consumers in the future.
However, it is worth mentioning that the current operation of Bee Flower on the Douyin platform is not without brilliance. Combined with the positioning of the care products, Bee Flower has previously launched a series of "immersive shampoos", which has now been updated to episode 4.
In these videos, Bee Flower combines different shampoos and conditioners for different people's hair types, and also demonstrates textbook-level hair washing.
Rather than applying shampoo directly to the scalp, the correct way to mix shampoo and water in a 1:2 ratio is to shake in a foamer, wet the hair with hot water, then use the aerator to squeeze out the shampoo foam, apply it to the hair and massage the scalp, and finally rinse it.
This immersive way of shampooing not only invisibly recommends Bee Flower's own shampoo, but also brings fire to the aerator in one fell swoop.
Whether it is in the live broadcast room or below the released video, there are people asking how to buy the bubbler, and The bee flower that Generous said was the "buy shampoo and send the aerator" offer, so there is one more marketing point with goods.
The rise of domestic products is both an opportunity and a challenge
Since the beginning of this year, domestic brands have risen at a speed visible to the naked eye. This is their opportunity as well as their challenge.
After Hongxing Erke and Bee Flower, there will be more domestic brands to be seen.
But an overnight explosion is not so simple, since you have the ability to explode, you must also have the ability to catch all the changes after the explosion.
After getting more attention, the bee flowers were broadcast live from morning to night, and the factory was constantly rushing to produce. But at the same time, Bee Flower should also pay attention to the voice of users and accelerate innovation, such as outer packaging design, product development and upgrading.
The enthusiasm for consumption, which is high due to patriotic enthusiasm, can only be maintained for a while. Bee flowers have been quiet for so long, not just because they don't advertise.
Compared with consumer enthusiasm, the brand's own product strength and marketing power can be maintained for a longer time. The reason why bee flowers can sell for 36 years is naturally because of hard power. But whether it can still be sold for another 36 years is still a question.
The rise of domestic products can not only rely on consumers to "generate electricity with love", but more importantly, the brand itself.
Author: Charlie