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What national brands really need is rational and lasting support
Written by Meng Huiyuan
Editing/Week of Wen
"Huiyuan Juice became lao lai because of 330,000 yuan", "the company is related to a total of 61 pieces of information on judgment defaulters", "the total amount of untrustworthiness is about 194 million yuan"... In the past few days, Huiyuan juice, which has been silent for a long time, has once again returned to the public's vision.
Some people shouted in unison, "We will not let any patriotic enterprise or conscientious enterprise collapse", and some people expressed their views on supporting the brand, specifically mentioning the words of the chairman of Huiyuan Juice when declaring bankruptcy, "We donate everything, but we have become lao Lai" to enhance persuasion. All these things, another national brand to be "wild consumption" of the beginning of the emergence.
In fact, looking back at every "wild consumption", Hongxing Erke, Bee Flower, White Elephant and other brands seem to be ignited by this strong consumer sentiment, wrapping more consumers to join the "rush to save the brand" sequence, and then there is the news that people are familiar with: "Hongxing Erke store goods are almost swept away", "Bee Flower Defense War", "White Elephant Official Live Broadcast Room More than one million viewers".
As a result, more and more old domestic brands have seen the huge traffic that may be brought to themselves after becoming the "light of domestic goods" in the minds of consumers, and they all want to become "beneficiaries" like Hongxing Erke. But is the truth really as they think, that contemporary young people are simply blindly following the trend of "old domestic goods"?
When "old domestic products" became the usual marketing method
"No one knows me, they don't use me." In the short video comment area of a blogger taking stock of the current situation of domestic brands, the Shanghai Pharmaceutical Soap Personal Care flagship store left such a comment.
The following comments are almost all nostalgia and encouragement for this brand: "I used it, and then I couldn't find it in the supermarket", "I want old packaging, I like it, it used to be only five dollars", "Sulfur soap, it is still always available at home", "There is also a red medicinal soap, although pungent, but it is very easy to use"... In addition, some people directly said that they wanted to "wild consumption" and got a reply from the brand "you come, I'm ready".
The above-mentioned cases of consumers' enthusiasm for the former national brand are just a microcosm of the traffic password after the "old domestic products" have become popular. Nowadays, as long as you search for "old domestic products" as a keyword on major platforms, you will find that they have long become the "ugly but very easy to use" must-have products in the mouth of good thing sharing bloggers.
As one of the "old domestic goods" brand side, Biaoting did not miss this publicity opportunity, and the three short videos at the top of its homepage are all based on the "rise of domestic products" as the core, telling the various experiences of the brand's more than 20 years of historical precipitation, just like a standard "light of domestic goods" posture, and also issued a sigh of "genuine products are cabbage prices, don't use cottage goods anymore".
Biaoting put the "rise of domestic products" at the top of the home page
The seller corresponding to the brand is not idle. It can be seen that some commodity windows hung up the personal number of "old domestic goods", in order to rub this wave of traffic at the expense of producing a large number of video content calling for saving old domestic goods, trying to arouse the sensibility of consumers: "I am not selling miscellaneous brands, it is an old domestic brand for many years, sorry, the price is too cheap", "A listen to domestic goods to cross away, look carefully, support the domestic products, domestic products do not mean that the quality is not good", "Sorry, we will not bring goods, centuries-old brands can not sell, can we give us a chance" And other similar publicity frequently appears in front of the user's eyes.
Not only are there people who praise, but also people scold. Some of these brand products have also become the culprits of "showing off feelings" in the evaluation blogger's revelations: "Not all old domestic products are good things, don't over-deify anymore!" For example, a mud mask, only a volcanic mud extract has a large number of minerals, dry skin and sensitive skin are not recommended to use; a certain acne lotion, a large amount of alcohol added, long-term use is easy to appear dull and dry, only suitable for oily acne muscle occasional first aid. ”
However, black and red are also red, as long as the label of "old domestic products" is brought, whether it is exaggerated or degraded, it can gain unprecedented attention.
The "Hongxing Erkes" are spoiled by wild consumption
In addition to the "cow ghost snake god" of pure rubbing heat, the biggest beneficiary of this wind of blowing domestic goods is not Hongxing Erke, bee flowers, and white elephants.
First look at Hongxing Erke, its new round of explosion began with its Weibo donation of 50 million materials for the Henan flood disaster last year, and the comment area of the sentence "Niangfu feels that you are going to go out of business and donate so much" quickly resonated with netizens, and also laid the foundation for its subsequent become a frequent visitor to the hot search list.
As consumer enthusiasm shifted to Hongxing Erke's live broadcast room, the number of viewers once reached 2.017 million, setting a new record of 113 million yuan in sales, so that the meme of "not letting the sewing machine smoke is my dereliction of duty" has gradually become popular on major social platforms.
Then there is the bee flower, which has been established for 36 years, which is a hot search because it is rumored to be "closed", and in its interaction with netizens, "This costs money!" Although replies such as "we are originally very cheap" do not mention "poor", they reveal "poor" everywhere, breaking the strangeness between brands and consumers.
In order to prove that it did not fail, the small editor of the bee flower issued a "self-black" clarification, "the company has no advertising department, never advertised, so it was gradually forgotten, even the anchor is from the workshop and the research and development room..." Followed by netizens who want to "save" this conscience brand, they launched a new round of "wild consumption", "bee flower defense war" brought "actually sold 20,000 orders in one day, is the usual amount of a month" good results.
Finally, there is the white elephant, which was on the hot search during the Beijing Winter Paralympic Games because it was revealed that one-third of the employees were disabled, and it was "pickpocketed" to donate 5 million yuan and materials for Henan rainstorm, emptying factories and office areas in Henan, and providing free hot water and instant noodles for citizens to rest. ”
The exposure of these positive deeds has caused the sales of White Elephant's products to soar. Not only that, because it does not involve 315 pit sauerkraut, it has been brushed with a layer of "product quality assurance" BUFF, earning enough word of mouth and popularity, only to take the live broadcast on March 16 as an example, the live broadcast room sold 2.986 million yuan in sales and 82,000 pieces of sales on the same day.
After being "wild consumption", the white elephant who calls for rational shopping
The energy of the outbreak of consumer favorability has directly improved the popularity, favorability and reputation of "Hongxing Erke", and has also made these brands become the objects of imitation by more old domestic brands.
So as mentioned above, more brands shouted slogans such as "old domestic goods" and "conscience manufacturing", taking the initiative to lead users to pay attention to and discuss the direction, moving closer to the national sentiment that consumers are eager to vent, and treating it as a normalized means of operation, looking forward to becoming the protagonist of the next occasional popularity event.
What exactly is the consumption logic of young people
As other domestic brands think, as long as it is a domestic product, can it trigger "wild consumption" like "Hongxing Erke"? Or is the wave of "Hongxing Erkes" purely a boost to feelings? Obviously not, hard power and embracing new ideas and new ways of playing are the keys to the frequent emergence of such domestic products.
"Follow the trend and buy Hongxing Erke, not only donated to add points to it, but also because its quality is really good and the price is very reasonable."
"Marketing is only temporary, quality is king." This wave of white elephant buying just reminds me of it (after all, I usually buy instant noodles where I can't see this brand, and I have been forgotten for a long time), if it is not delicious, I will buy this time, but to be honest, its sour and spicy pork bone noodle soup is really delicious, and the good things are worth buying back. ”
"In fact, before the 'wild consumption', I have been using bee flowers, and I have tried other conditioners, I feel that bee flowers are the most cost-effective, cheap and easy to use things why not use it, can 10 yuan to solve the problem why should I spend 100 yuan? Do you have to be expensive to look foreign? ”
Product-oriented, years of integrity management is the real moat of the brand
From the reply of relevant consumers, it can be found that behind the boom of "support for the table, grab first for respect", under the seemingly "brainless" blind consumption, there is actually a deep purchase logic of "product-oriented". The so-called "wild consumption" is just a concentrated outbreak of a brand that has adhered to the road of honest management and conscientious products for many years and accumulated strength.
There is the icing on the cake, without and without any hindrance. This point can be seen from the old domestic products that have not been "wild consumption" such as Liushen and Baijiling, relying on excellent products, the same online online stores, short video live broadcast rooms and new and reverse growth.
After the popularity of "Hongxing Erkes" has fallen, many people have reflected that what this type of national brand really needs is rational and lasting support, rather than the "wild consumption" brought about by explosive goodwill, and only the usual support can make the brand truly "live" for a long time.
Indeed, because the rise of domestic products has never relied on the name of "the light of domestic products" in people's mouths, but on making good products in a down-to-earth manner.
END
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