Calm and calm, do not forget the original heart, in order to "bee flowers are flourishing".
Bee Hua replied to netizens to change the packaging and suggested that "this costs money", causing netizens to worry about whether it is about to go bankrupt. Subsequently, Bee Hua responded on the official Weibo that "the brand has been developing steadily". Photo/ Screenshot of Bee Flower's official Weibo
Text | Wan Zhe
Recently, a news has pushed the old brand of domestic products "Bee Flower" on the hot search. However, the reason for being on the list made Bee Flower express "crying and laughing", because the reason for the first time on the hot search list was that there were rumors that Bee Flower was going to go out of business.
Bee Flower thanked the public for their "love" and clarified the rumors about the collapse, and they happily and proudly told everyone, "We are fine!" At the same time, for the enthusiastic "support" of netizens, including improving the packaging to go to the high-end atmosphere, or suggesting that they participate in some hot variety shows to improve their popularity, bee flower replied: "In fact, we are very cheap", ridiculed by netizens" The sentence is not mentioned poor, every sentence is poor. ”
I have to say that in the corporate news in recent years, there is almost no one like Bee Hua, who is confident in the face of "being shut down", and is generous and frank in terms of "no money", and netizens really "buy it" and really believe it. It can be said that the bee flower is really an outlier.
The rise of the "national tide" is the trend of the times
In recent years, with the rapid growth of China's economy and the increasing disposable income of residents, Chinese enterprises are also gradually realizing transformation and upgrading, and many new changes have emerged in the consumer market. The most obvious is the rise of the "national tide".
The rise of the "national tide" is the general trend of economic and social development. At the beginning of reform and opening up, China's economy was in a "depression", the industrial structure was still shifting from heavy industry to light industry, and the quantity and quality of social consumer goods were not satisfactory, let alone the so-called "brand".
At that time, it was not surprising that products and brands from industrialized countries that had become developed countries attracted many Chinese market consumers.
Since the beginning of the 21st century, domestic brands have also had a small wave of "rejuvenation", but at that time, the concept of brand value was still relatively indifferent, and the confidence of the market and operators in domestic brands was also extremely lacking, resulting in a considerable number of "century-old brand" brands being resold to multinational companies at low prices, becoming one of its countless brand lines to facilitate "localization" in the Chinese market.
In the past ten years, China's industrial structure has undergone profound changes, the management experience of enterprises "going out" and "bringing in" has become increasingly mature, coupled with the continuous growth of market consumption upgrading demand, "national tide" has not only become the "tide" of the Chinese market, but also the "tide" of the world's consumer market. Many of the world's well-known or luxury brands that used to be "on top" are launching their "Chinese Elements" series and are tirelessly doing so, reflecting the strength of China's economic strength and the capacity of the consumer market.
The bee flower conditioner display on a shopping platform is priced at 9.9 yuan. Photo / Screenshot of bee flower conditioner of a shopping platform
Taking the "high-speed train" does not mean that you can "soar"
It is also worth noting that in the process of so-called "transformation and upgrading", it is inevitable that the mud and sand will be mixed. Some enterprises have caught the "high-speed train" of national economic development, but they are not necessarily really ready to "soar".
First, it overemphasizes its "domestic product" label, and even some products deliberately incite nationalist sentiment in the market to ensure their position at the "tide". Such enterprises and products often include words such as "love China and use ***" in advertising slogans, implying or explicitly indicating to the market that the value of "national tide" lies in "country", and tying their own value prices with national power to achieve value-added goals.
However, China's competitiveness and national brand value are much higher than and greater than the brand value of an enterprise or product, and even if this kind of bundling has played some role in a short period of time, it is easy to "regurgitate" in the end, that is, the majority of consumers and netizens find that their precious patriotic enthusiasm has become the consumption and income of others. Moreover, companies that pay too much attention to the incitement of market sentiment are doomed to spend too much energy on product quality and innovation, so they are often high-profile appearances and gloomy endings.
Second, the business operation and market are swayed by too much sensibility and lose their due business judgment. Although since the beginning of the new century, many domestic "famous brands" have been "taken over" by foreign brands, which has caused market uproar and vigilance and reflection for a while, which is a good thing, indicating the awakening and improvement of brand awareness in the Chinese market.
However, from a realistic point of view, although the old domestic brands are popular among the population, they may not be able to maintain their brand value in the new era. Not to mention, although some brands are "famous", their backward business philosophy and way have long been unable to adapt to the development of the market. In this case, normal brand and corporate transactions are also a good means of restructuring and financing. What's more, after some brands have changed hands with multinational companies, they are still "unsatisfied" and have no improvement, and may return to the hands of Chinese merchants in a few years – as long as their brands still have considerable value.
However, in the market, some voices pay too much attention to "mine" or "yours", resulting in some normal corporate and brand transactions cannot happen, and in the end, several parties have not obtained a "win" result.
The third is to brand for the sake of the brand, and to be bigger and bigger. In fact, over the past decade, new brands in China have been emerging, and more and more companies and entrepreneurs have landed on various lists of the world's top 500 and richest people. In the new era of global financialization and digitalization, with the help of the continuous expansion of the Chinese market, they have been given the opportunity to carry forward the "national tide".
However, some enterprises and entrepreneurs, their management concepts are still stuck in the family system stage, internal management is more chaotic, the main energy is focused on the use of new concepts and capital markets "bigger and stronger". Although the jokes and jokes are rich and the transactions are all globally prestigious, the liabilities may be more than the assets. Although the expansion speed is fast, the brand's reputation is incomparably loud, and the robe is crawling with lice, which has already been full of moths. They appear to be leading a "national tide" that may actually be eroding systemic financial security. Once the so-called "pro-cyclical" is no longer in place, or the supervision is in place, its "rushing building" is in jeopardy.
In July, many customers of an offline physical store of "Guochao" brand Hongxing Erke came to visit. Photo / Screenshot of Beijing News Shell Financial Report
We need more "calm" "national tides"
As a long-established domestic brand, in the round after round of market reshuffle, ups and downs, transformation, and upgrading, Bee Flower has survived, and it is accurate to say that it is low-key and plain and happy. But on the other hand, it is this "plain" business attitude and philosophy that has created a solid market position of Bee Flower, so that it never "makes the tide", but becomes one of the representatives of today's "national tide".
Just like the "crying poor" in this dialogue with netizens, Bee Flower has never been clear about its market positioning and consumer segmentation, and thus completed a corresponding packaging, channel, price and marketing system. Bee Flower did not use this brand to comprehensively try to exhaust various goods and services, nor did it put the word "national tide" on its lips. The operators of bee flowers have always been very clear about what they want and how to achieve their goals. Netizens found out from the Almighty Internet that the company has been established for 36 years and currently has no administrative penalty information.
When the "national tide" came again, the Chinese people were happy and excited. But if you want the national tide not to become a tide, but to become an endless tide, you may need more bee flowers like calm and calm, do not forget the original intention.
Contributing Writer | Wan Zhe (Researcher, Belt and Road College, Beijing Normal University)
Edit | Li Xiaoxiao
Intern | Wu Xin
Proofreading | Li Lijun