High-profile brand, low-key product.
In the past two years, with the blessing of the epidemic, consumers have gradually turned their attention back to the domestic consumer market, high-quality domestic brands have received widespread attention, coupled with the special attributes of patriotic brands, so that Hongxing Erke, Bee Flower, White Elephant and other domestic time-honored brands have been fiercely "wild consumption" in the post-epidemic economic era. Brand "breakout" can only alleviate the short-term economic pressure, and what brands should do after returning to calm is a long-term solution that really needs to be considered.
The persistence and breakthrough of domestic brands
In July 2021, Hongxing Erke, with a market value of 300 million, donated 50 million yuan to Zhengzhou Rainstorm with extremely low profits.
Netizens have expressed whether they will go bankrupt because of this, and also praised Hongxing Erke for reaching out to the disaster area during the crisis, and have poured into its e-commerce platform and live broadcast room to "buy products in a big way" to support brand development.
When wild consumption evolves from a behavior into a phenomenon, when Hongxing Erke extends from a brand to many brands such as Honey Snow Ice City, Bee Flower, White Elephant, etc., when consumer eyes gradually focus on domestic brands, the influence of "brand" gradually declines, and the power of products begins to sublimate.
Taking white elephant as an example, according to Xingyang Jun, at the end of 2020, the share of white elephant in the industry was only 7%, and it was not surprising that most of the share was in the hands of famous brands such as Master Kong and Unification.
Even so, the white elephant still insists on using some disabled employees and undertakes the heavy responsibility of social ethics as an enterprise within its capabilities, which has been praised by netizens.
However, such popular events are temporary, with the dissipation of the heat of the event, the decline in consumer enthusiasm, brand attention and desire to buy gradually weakened, wild consumption returns to reason, and the prosperity of domestic brands flashes by. As a traditional brand that "lags behind" the Internet economy, it is understandable to actively seek help from online channels.
In line with the trend of the Internet era, traditional brands can not only delve into offline channels, the use of e-commerce platforms and short video platforms to expand sales channels become an important part, so as to keenly capture market trends and consumer psychology in high-speed and frequent interaction with the market and consumers, and gradually explore the winning tricks of domestic brands to become bigger and stronger.
Looking back at the "wild consumption" of domestic brands such as Hongxing Erke, Bee Flower, and White Elephant, it seems to be accidental, but in fact, it is inevitable, that is, unswervingly doing a good job.
White Elephant adheres to social responsibility and food responsibility, Bee Flower has always maintained good quality and low price, and Hongxing Erke has done its best to save the society. Their "wild consumption" seems to be luck, but it is actually because they have been working in the right direction.
Thankfully, these domestic brands have left excellent product quality in the years of perseverance, which is behind the transformation of China's manufacturing industry from budding to maturity.
After 40 years of development, under the fierce competition situation, many industries have shown a trend of a hundred flowers, and excellent domestic brands continue to emerge.
Once upon a time, Made in China was synonymous with low quality and low price, but now Made in China has embarked on the track of branding and begun to have its own distinctive characteristics.
The penetration rate of domestic products in the middle and high consumer groups has gradually increased, and more than 66% of people have expressed great confidence in the development of domestic products. Among them, 66.7% of the post-00s believe that the quality of domestic brands is not worse than that of overseas brands.
The rise of domestic products, although driven by national self-confidence and Chinese feelings, is that many Chinese brands adhere to the quality red line. Now, domestic products are no longer synonymous with "cottage, low-end", but the fashion and quality benchmark favored by the Chinese people.
Before the consumer market support, after the product quality guarantee, domestic brands out of the circle is only a matter of time, although the heat at that time is not reduced, but it is worth affirming that the "Hongxing Erkes" did not use the hot events to quickly monetize, but chose to continue to dormant, with the help of social platforms, live broadcast platforms and other interactive channels to maintain brand popularity, to further obtain the latest demand in the first-line market.
There is no doubt that "wild consumption" as a short-term consumer sentiment can not make the brand stand firm for a long time, and the brand side has also mastered the core essence of improving the "product" in addition to consumer sentiment, only in this way can we complete the next road after wild consumption.