Upstream Commentary| Red Beard: Hongxing Erke, how to turn "accidental growth" into "inevitable growth"?

In the face of the Henan flood, Hongxing Erke in the case of its own losses "wild" donated 50 million yuan to disaster relief, did not expect that the company's "wild" donations immediately detonated the "wild" consumption, and it was "wild" to Hongxing Erke can not be shipped, the system collapsed, had to publicly apologize, and pleaded with consumers for refunds.

The emergence of such a situation is unexpected, and even in the history of business, it is one of the rare phenomena.

For Hongxing Erke, the original intention of donation is affection, and it will also bring inevitable bonus points to its brand, but this does not mean that it will definitely usher in traffic. The fact is that Hongxing Erke not only ushered in traffic, but also attracted indigestible "traffic", and the huge traffic has even been greatly endangered to the point of deducting points for its brand.

This is purely accidental.

But now the problem facing Hongxing Erke is how to grow on this "accidental" point of opportunity, so that he will not be eaten by the excessive reputation brought about by his "wildness".

In fact, at the beginning of consumers' "wild" consumption, Hongxing Erke has repeatedly made consumers rational, rational and rational, but consumers cannot be rational under the impetus of the emotional tide caused by the Internet.

In the face of this situation, in fact, the problems that Hongxing Erke needs to face will quickly emerge.

The simplest and most difficult problem is how to deliver the goods to the consumer on time and in good quality. Although consumers say that if it does not fit, I can "cut my feet and fit", I can also not wear it if it is not suitable. But this should not be true, it is really true, for Hongxing Erke is tantamount to digging a pit for himself. You know, the real sustainable development, the most important thing is not the product is hot, but the product has been hot, how to buy back the things, can not be used at all, repurchase this business most valued consumer behavior, will not exist. This time of "wild" consumption, for Hongxing Erke, is only a love "transfer payment" donated by consumers to "wild". In the end, Hongxing Erke is just an "agency" for the public's love.

In fact, Hongxing Erke has realized the reverse impact of "wild" consumers, so at the beginning of the preventive injection, asking for rationality, and when the system collapses, it also comes out to apologize and plead with consumers for refunds.

In addition, the deeper problem that Hongxing Erke also needs to face is that this wild consumption is a big test beyond imagination for its upstream and downstream, supply chain, service capabilities and quality, not to mention that Hongxing Erke itself has been under pressure in the capital chain. This is something that Hongxing Erke will not tell consumers, and it is difficult to give consumers a clear explanation, and consumers do not need to understand and understand in detail.

This situation is also similar to the annual double eleven promotion, consumers are crazy to favor discounts, but the most nervous topic for platform companies is actually invisible to consumers: the server is not enough to support traffic. If it is not enough, the big promotion is highly toxic, and if it is enough, the big promotion is the big supplement.

As far as the currently known market position of Hongxing Erke is concerned, in order to make its upstream and downstream, supply chain, capital chain, service force and other elements under pressure, it must be optimized or even transformed. And this is precisely the problem that this "wild" consumption brings to Hongxing Erke, of course, it is also an opportunity.

If Hongxing Erke reacts quickly and transforms the underlying elements including products, Hongxing Erke will grow into a big brand with vitality on top of this "accidental" opportunity; if there is no way to survive the difficulties of the transformation of the underlying elements, I am afraid that what is left for Hongxing Erke will be a chicken feather, and this "accident" will eat away the vitality of Hongxing Erke.

There is no turning back from the bow, except to turn this "accident" into an "inevitable", in fact, Hongxing Erke has no way back.

Therefore, Hongxing Erke will do the question "immediately, immediately, and attentively", and even forget these indigestible traffic and love, after all, this big exam, the time left for Hongxing Erke is limited: consumers start to buy autumn clothes a month later, if you choose you, what can you give consumers?

Author: Zhang Hao