Domestic products rejuvenate and continue to be staged on the body of white elephants.
315 "Tukeng Sauerkraut" was exposed, affecting well-known instant noodle brands such as Master Kong and Unification, while Baixiang won the favor of many consumers because it had never cooperated with the flagging vegetable industry. Shortly thereafter, the news that the white elephant "refused to be acquired by Japanese capital, and 1/3 of the employees were disabled" suddenly spread on the Internet, and the veteran instant noodle brand was also on the hot search.
The public's admiration for white elephants is directly reflected in the purchasing power, in the past week, the official douyin number of white elephants has added nearly 300,000 fans, and live broadcast sales have reached more than 7.7 million yuan. On March 21, in the white elephant live broadcast room, the anchor shouted "the barrel noodles are gone, it has been filmed by everyone", while also calling on consumers to consume rationally.
Wild consumption, emotional payment, and emotional changes in public opinion have re-aroused the attention to this domestic brand, especially as the only head brand in the domestic instant noodle market that rejects Japanese capital, which seems to make the name of "the light of domestic goods" more deserved.
In the mainland, there are many brands that can be called the light of domestic products, but the internal logic of becoming the light of domestic products has changed over the years.
Go abroad
On March 26, 2004, the Beijing Hotel, the Grand Ballroom was full, a badge on the top, a blue logo and our familiar five-ring logo tied together, and nearly a thousand people present witnessed a new breakthrough in the history of the Olympic Games, the IOC for the first time to the "IOC Global Partner" qualification to a Chinese company - Lenovo. Other top sponsors are international giants such as Coca-Cola, Panasonic, and Samsung.
Lenovo provided 900 servers, 700 notebooks, 12,000 hosts, 10,000 displays, 2,000 touch screens, 3,343 printers, 2,546 MFP and 580 technical service personnel for the 2008 Olympic Games. It is worth mentioning that the Xiangyun torch we saw also happened to be designed by the Lenovo Innovation Design Center.
Before being satirized as the "conscience of US imperialism", Lenovo was once the light of solid domestic products.
In 1994, the mainland reduced the tariff on imported computers from 200% to 26%, IBM, Compaq and other foreign brands quickly entered the domestic market, and the leader at that time, Great Wall Computer, was defeated by foreign investment in a year, and the national computer brand was once in jeopardy. In 2001, Dell swept the European and American markets with the "Dell model" of selling first and then making, and then directly pointed at China, accelerating the penetration of American products in the domestic market.
Lenovo's defense against "foreign enemies" has undoubtedly successfully shaped the image of a national brand, but what is more critical is that Lenovo has made Chinese-made electronic products go to the world as a Chinese brand, which is the real reason why Lenovo is known as the light of domestic products.
While becoming the top sponsor of the Olympic Games, Lenovo has decided to accelerate internationalization, spending $1.25 billion to acquire all of IBM's PC business. Lenovo's turnover that year was only $3 billion, IBM's PC department turnover reached $13 billion, this "snake swallowing elephant" shocked the entire world, but the Chinese people were encouraged by Lenovo's momentum of "breaking the boat", and the crowd was indignant.
Before 2008, even before the rise of the mobile Internet, when we talked about Chinese brands, many people's first reaction was Lenovo.
Back in the 1990s to the early stage of the Development of the Internet Economy, our demand for national brands and the light of domestic products is biased towards being recognized by the world. In 2008, Haier refrigerators won the world's first place from the hands of established home appliance manufacturers in the United States with a market share of more than 2 times, breaking the long-standing global market pattern dominated by European, American, Japanese and Korean brands, and with the accumulation of technical strength, it has also become a microcosm of national brands going to the world.
The 90s is the starting point of the mainland economy began to take off, the rise of national brands in line with our urgent needs to go abroad and desire world recognition, these domestic products are also from the fierce brand war out of the fight, become the representative of Chinese manufacturing.
It's better to be bigger than to be strong
Lenovo declines, and Huawei rises, the shoulder-to-shoulder turn between the two most representative domestic enterprises and this and the other, can be said to be the most colorful in the history of domestic brand development.
In 1994, after two years of research and development, Lenovo launched a program-controlled telephone exchange and entered Huawei's hinterland for the first time, but in this field that requires continuous research and development investment, Lenovo quickly withdrew within a few years, and only Huawei worked hard and completely occupied this market. In 2012, when Huawei began to tilt its resources to the mobile phone business, and in turn attacked Lenovo's hinterland, Lian could not imagine a complete defeat in 5 years.
In the era of cottage machine melee, Lenovo can still rank among the forefront with the advantages of its own supply chain, but the shortcomings of the lack of core technology in the era of smart phones are exposed. Huawei mobile phones have successfully entered the high-end mobile phone market by virtue of their advantages in self-developed chips and operating systems.
In fact, not only Lenovo, in the domestic market, although xiaomi and other brands are shouting "new domestic goods" every day to attract, but all along, the domestic mobile phones that are respected by consumers as the "light of domestic products" are still only Huawei.
In the panel manufacturing industry, similar stories of "Lenovo" and "Huawei" are also staged. In 2008, Sharp suffered its first loss since its listing in 1956, and it intended to sell the 6th generation line, which had no competitive advantage in Japan, and finally chose CLP Panda.
Sharp helped CLP Panda achieve a yield rate of more than 90% of the expectations, at the same time, Skyworth Group, TCL Group and Guanjie Technology also signed an intention cooperation agreement with CLP Panda to determine the downstream panel procurement needs, time, location, people and complete, CLP Panda effortlessly, and later became the world's sixth largest LCD panel manufacturer. However, this has also led to the company's internal concept of "if you can buy it, you can't build it", which believes that buying technology is always less expensive than researching and developing technology.
BOE also started by acquiring production lines at the beginning, but while spending money to buy foreign production lines, Wang Dongsheng insisted on independent research and development, and gradually established his own production line at the expense of consecutive years of losses.
The end of CLP Panda and BOE can be imagined, CLP Panda once again wanted to buy the 10th generation line from Sharp and seek technical support, but the result was that Sharp let go of the pigeon, and BOE came out of the loss and ended a long trough period. It is worth mentioning that BOE also pocketed two production lines of CLP Panda in the first two years.
In 2012, when Huawei began to attack the mobile phone business by virtue of technology, a small company in Shenzhen, after several years of accumulating the technical elements needed to develop a complete UAV: software, propellers, brackets, balance rings and remote controls, the following year, the "genie" came out, soaring, this is DJI.
DJI and Huawei have the same philosophy, both advocate technology to win, rely on products, and speak with technology.
To paraphrase a sentence from Xie Khotan, public relations director of DJI drones, "Every part that DJI drones can take apart is self-produced, the underlying code is their own, whether it is a patent or a research method, it is difficult for any drone company to bypass DJI." ”
The public's awareness of technological autonomy has largely begun after Huawei was sanctioned, but the mainstream competition in all walks of life has gradually changed from the original price competition market to technical support and innovation. This is due to the law of the market, and it is also the inevitable way to move from a big country to a strong country from a macro perspective.
"Light of domestic goods" marketing manufacturing
Some of the "light of domestic products" have lasted for a long time and turned red again, and some "lights of domestic products" seem to be dimming.
On the Little Red Book, a user complained, "Although the shape and color of the perfect diary lipstick are not bad, can the quality go to the snack?" "Last year, she bought the little black diamond lipstick of the perfect diary, and within a few times, the plastic protective case inside was inexplicably broken." Do marketing with your heart, make products with your feet", "A diary will not buy who will be a spokesperson later", "Although the price is cheap, it is a waste to buy"... The Little Red Book is full of spit points about the perfect diary.
As early as a few years ago, the wind review of the perfect diary on the Little Red Book was not like this.
At that time, the Little Red Book had not yet shown its dew in a number of social sharing platforms, and the perfect diary had a unique vision and bet on the Richer Little Red Book. At present, the official account of "Perfect Diary" on Xiaohongshu has about 2.08 million fans, with more than 6 million likes and collections, and nearly 300,000 related notes+, far exceeding other domestic brands.
On the social platform, Perfect Diary has quickly become the "light of domestic makeup" with the help of overwhelming delivery and the replacement of big names.
The success of Perfect Diary is not only to create a domestic brand, at present, it has brought a mature set of playing methods for the new brand to go out of the circle and grow: head KOL momentum, waist and tail KOL trial after sharing on the grass planting platform, while the product sales and promotion warm-up are concentrated in one node, through omni-channel delivery, to create explosive models, so as to obtain traffic and sales. The growth path of domestic brands such as Huaxizi, Colorkey, and AOEO is mostly like this.
But these "lights of domestic goods" are burned out of burning money. In the three years from 2018 to 2020, Perfect Diary invested 310 million yuan, 1.25 billion yuan and 3.41 billion yuan in marketing expenses, respectively, and its annual marketing expenses doubled several times, but its revenue increased from 3.03 billion yuan in 2019 to 5.23 billion yuan in 2020.
In the early days of Huaxizi, the monthly marketing investment on the live broadcast platform alone was as high as 20 million yuan. If the total GMV of may-June 2019, the average monthly average is less than 100 million, Huaxi Ziguang's marketing expenditure on the live broadcast platform alone has exceeded 20%.
Domestic substitution, whether in the field of high-end manufacturing or the daily chemical consumer market, is the trend of the times, especially the outbreak of the Xinjiang cotton incident, the tide of domestic goods has set off huge waves, and the voice of supporting domestic products is endless. And from another point of view, the national tide is also becoming an aesthetic trend of young people. However, wanting a domestic alternative does not mean that innovation from marketing and channels will necessarily lead to overtaking in curves.
At present, thanks to marketing, it will also be trapped in marketing, which makes these domestic light seem to never be able to get rid of the "prefix" of Internet celebrities.
Keep a low profile, donate money, do the right thing
In July last year, the disaster in Henan attracted widespread attention from the whole society, and the news of donations from enterprises and celebrities has successively appeared on Weibo hot searches. At 17:45 on the 21st, Hongxing Erke also released the news of donating 50 million yuan of materials to the disaster area in Henan on its official Weibo.
At this time, the publisher did not imagine that this routine move completely detonated Internet public opinion and led to an unprecedented "consumption frenzy".
Around 2000, Japanese investors set their sights on the huge cake of the domestic instant noodle market, so they began to actively invest in China's leading instant noodle companies: in 1999, Master Kong sold 33.14% of the equity to Japan Sanyo at a price of HK$0.8 per share; in 2003, Japan's Nissin spent 2 billion yen to buy 10% of the equity of Kunshan Unification Company; in 2004, Nissin again invested about 540 million yuan in Imabari, and then followed up with several rounds of investment.
Yao Zhongliang has continuously refused to invest in Japanese enterprises, and he will not think that one day this matter will be turned over in the future, becoming a "life-saving straw" to save the image of the white elephant.
Traditional domestic brands have become popular again, and recently they have occurred frequently, and behind their contingencies, there is also a certain inevitability.
In 2020, the epidemic suddenly swept the world, panic spread to our lives little by little, coupled with various natural and man-made disasters are also continuous, the people's subconscious desire for unity and dependence on the collective, while at the same time, the recurrence of the epidemic and the discomfort of home make people feel anxious. In this environment, the change in mood is particularly pronounced and has become a key element in dominating consumer behavior.
Mintel believes in the 2022 Global Food and Beverage Trends that the COVID-19 pandemic, economic fluctuations and regional and global events from 2020 to 2021 have led to the formation of new consumer behaviors, attitudes and values, and the most important point is that when people feel pain or anxiety, eating to vent is one of the common ways.
CBNData's survey also shows that food is becoming a vehicle for consumers to vent and indulge appropriately, and more consumers are willing to pay not only for the appetite, but also for the emotional value.
That is to say, consumers sometimes buy goods or services because they are not really needed, but are dominated by emotions.
Hongxing Erke has to donate 50 million yuan in losses for consecutive years, consumers are sad that they have no praise, but also moved by the goodwill of "one party has difficulties, eight parties support", so consumers ran to the live broadcast room to grab the products; the white elephant did not cooperate with the flag planting vegetable industry, a sentence "no cooperation, rest assured to eat, the body is not afraid of the shadow oblique", praised conscience enterprise, and after learning that it rejected Japanese capital, it is more in line with the patriotic feelings of most people.
One of the characteristics of emotional consumption is also "contagiousness". In the state of emotional resonance, when one person has a consumer action, others are often prone to imitation without thinking.
The emotional resonance of the public will be Hongxing Erke and White Elephant as the light of domestic goods, but the changes of the times and the elimination of the market have made too many traditional domestic brands slip from the peak and enter a long period of stagnation in development, gradually disappearing into the crowd, and how many brands can regain opportunities?
Different times and different circumstances, the "light of domestic goods" carries different needs, but when the "light of domestic goods" is worn on the head of a company or brand, it is both a praise and a heavy burden, like a double-edged sword, hanging in the air.
The Tao is always reasonable, and has used the name Crooked Dao, the Internet and the new media in the science and technology circle. The WeChat public account of the same name: Dao always has a reason (daotmt). This article is an original article, and any form of reproduction without retaining the author's relevant information is not retained.