In the public opinion of "whether the 79 yuan eyebrow pencil is expensive or not" and "anchor Li Jiaqi repeatedly apologized", domestic bee flower once again relied on the "unpretentious" business war out of the circle, "overnight on the shelves 3 79 yuan washing and care packages" and "express boxes are picked up" and other events once aroused heated discussions, but also triggered netizens "rubbing traffic" and "engaging in marketing" questions.
On the 12th, Bee Flower responded that the 79 yuan package has always been there. In response to netizens' rumors that "Bee Flower picks up boxes everywhere for delivery", Bee Flower responded that it was because there were not enough boxes last year, and now it has its own express box. The Bee Flower Tmall flagship store said that it has been using customized packaging boxes, and other platforms and stores are not clear.
3 79 yuan washing and care packages were put on the shelves overnight
On the evening of September 11, in the live broadcast room of Douyin Bee Flower, the anchor put on the shelves overnight three 79 yuan washing sets, and said that "79 yuan can buy 5 and a half pounds", these three sets include the same 2 bottles of 1L conditioner and 1 bottle of 750ML shampoo with different effects.
That night, tens of thousands of people poured into the bee flower live broadcast room, and were ridiculed by netizens: "This is the most unpretentious business war" and "This heavenly wealth is finally your turn." "#蜂花 Business Warfare# also once appeared on the Weibo hot search list.
But some netizens said, "Isn't this not good", "It's very annoying to this kind of unscrupulous manufacturers." ”
Some netizens said that these three sets usually sell for 75 yuan, but they were changed to 79 yuan on the evening of the 11th.
Zhongxin Jingwei inquired about its flagship store in the Douyin live broadcast room on the morning of the 12th and found that the price of these three washing kits was 75 yuan after coupons, and the cumulative sales of the three models have exceeded 10,000.
In addition, on the morning of the 12th, Bee Hua responded in the live broadcast comment area, "Thank you for your support and recognition, you can also pay more attention to Huahua's circle of friends, it is also an honest domestic product, not only Huahua, everyone consumes rationally."
Are the delivery boxes all picked up? Bee Flower responds!
In addition, some netizens said that the express boxes of bee flowers are all used by other merchant brands. "Picking up boxes everywhere, focusing on a thrifty housekeeper".
Judging from the comments of netizens and the buyer show, the express boxes of bee flower products include toothpaste boxes of other brands, boxes of Shanghai sulfur soap, and boxes of sanitary napkins in Seven Degrees Space.
Some netizens said: "Some people said that the box sent over was bad, and Bee Flower commented at the bottom: No, I was fine when I picked it up." "Does their company have a department that picks up cardboard boxes?"
In response, Bee Hua responded in the live broadcast room: "The boxes were all picked up by Hua Hua and did not steal or rob them." ”
Zhongxin Jingwei inquired about the buyer comment area of the Bee Flower Tmall flagship store and found that many buyers posted unboxing pictures, and the boxes had the Bee Flower brand logo. Inquiries on platforms such as Xiaohongshu found that Bee Flower's own brand express boxes accounted for the majority, and many boxes were damaged.
While netizens ridiculed Beehua's "low-carbon environmental protection and energy saving", many netizens were worried about whether the "various" sources of express cartons would have quality and safety problems, where to find so many express boxes with such a large delivery volume every year, and whether there was cooperation with waste stations.
At noon on the 12th, Zhongxin Jingwei, as a consumer, asked about the source of express cartons, and the customer service of Bee Flower Tmall flagship store responded that at present, Bee Flower uses customized packaging boxes, and it is unclear about other platforms and stores. There was no reply from the Douyin live broadcast room as of press time, and the customer service of the official website of Bee Flower said that the leaders were not there, and it was inconvenient to answer.
In addition, according to a report by Jiupai Finance on the 12th, relevant people of Bee Flower Company responded that it was because there were not enough boxes last year, and now they have their own express boxes.
There have been many "wild consumption" incidents before
On March 8, some netizens consulted in the official Weibo @beehua comment area of Shanghai Huabee Commodity Co., Ltd.: I heard that you are going to adopt (giant panda) Yaya, I really thank you.
In this regard, @蜂花 responded: At present, we are communicating about the adoption and sponsorship process, and there is news that Hua Hua will inform you as soon as possible.
Bee Flower's official Weibo also replied to another netizen that at present, in the process of understanding adoption and donation, regardless of whether it can be finally adopted, he hopes to do his part.
On the same day, in the live broadcast room of Bee Flower, many netizens said in the barrage: "Come for Yaya", "Buy Bee Flower, thank you for adopting Yaya" and so on. In this regard, the anchor said: "Thank you very much, please consume rationally." ”
Tianyancha App shows that Shanghai Bee Flower Daily Commodities Co., Ltd. has a registered capital of 32.8 million yuan, the legal representative and actual controller is Gu Jinwen, the shareholding ratio is 90%, and the number of social insurance contributors is 234. In 2022, it ranked 294th among Chinese innovative brands rated by the China Asian Economic Development Association and others.
Due to the low price, Bee Flower was once rumored to be out of business, and Gu Jinwen, chairman of Shanghai Bee Flower, also opened a short video debut to refute the rumors. On November 16, 2022, Gu Jinwen said on the official Douyin account of Bee Flower: "Recently, Bee Flower has attracted the attention of many fans and babies, and everyone can rest assured that our Bee Flower has been developing steadily and growing healthily. For the packaging design questions raised by everyone, we hope to produce a commemorative version of the product created by Bee Flower and the whole people, and hope that everyone will actively participate. ”
This "rumored closure" incident also created a wave of sound for the brand. At that time, the popularity of the bee flower live broadcast room soared, and according to public data, 20,000 orders were sold in one day, which is the usual monthly sales. The short video of the chairman's debut has now received 600,000 likes and 50,000 comments.
Bee Hua also said on the short video platform that "it is hot but will not increase prices" and "I hope everyone consumes rationally". The products that have been complained about are cheap and the packaging is simple, but they have become the marketing borrowing point of the brand side, such as introducing the product saying that "it is true that the packaging has not been changed for 20 years, and it has risen by 2 yuan", and the reason for not changing the packaging and not changing the name is "it costs money". Some netizens commented that the product packaging was cheap, and Bee Flower responded that "we are already very cheap".
In addition, according to Gu Jinwen, in recent years, various e-commerce platforms have accelerated their embrace of the "sinking market", and Bee Flower has also launched corresponding measures. Benefiting from this, the average growth rate of bee flower revenue in the past three years has reached 10%, and the total revenue in 2021 will exceed 1 billion yuan. After October 2021, many products of bee flower have even entered a state of short supply.
(Source: Zhongxin Jingwei Comprehensive from Zhongxin Jingwei, Weibo, Jiupai Finance, Securities Times, Xinhua Finance, Tianyancha App, etc.)