In the past two days, the domestic circle is very lively on the Internet. The "overturning" incident of Hua Xizi made a number of old domestic products rub on the hot spot and prepare for "turning red". Many old domestic products are sold out, the number of fans has risen, and more domestic brands Yumeijing have opened social media accounts on "Overnight Pass". Netizens shouted "This sky-high fortune is finally the turn of the old domestic products." However, when the heat dissipates, how do you maintain traffic and sales?
"The wealth of the sky is coming", and the old domestic products are sold out online
On September 10, when Li Jiaqi brought goods to the domestic beauty brand Hua Xizi eyebrow pencil in the live broadcast room, he was questioned by netizens about the price increase of the eyebrow pen, and Li Jiaqi responded to the remarks of "overturning". Hua Xizi also fell into turmoil because of the high price of 79 yuan eyebrow pencil, and in the ridicule of netizens, Hua Xizi became a new generation of "currency unit" - "Hua Xi Yuan", that is, 1 Hua Xi Yuan = 79 yuan.
On September 11, on the official account of Bee Flower Douyin, Bee Hua laughed at herself: "One bottle of my conditioner is equal to 0.12 Hua Xizi." AND MAINLY PROMOTED ITS OWN 79 YUAN PACKAGE, WHICH CONTAINS 2 BOTTLES OF 1L CONDITIONER AND 1 BOTTLE OF 750ML SHAMPOO, SAYING THAT "79 YUAN CAN BUY 5 AND a HALF POUNDS." This wave of pulling has aroused the audience's interest in watching the excitement, and some comments said, "Take advantage of your illness, it will kill you" and "Business war on TV: break his capital chain." Business War in Reality: Poke His Spine".
△ Bee flower 79 yuan set sold out
With the influx of a large number of netizens into the bee flower Douyin live broadcast room, on the 12th, the bee flower 79 yuan washing and care package was snapped up and appeared on Weibo hot search. Feigua data shows that the official account of Bee Flower Douyin rose by 569,000 followers in the three days from 11 to 13. On the afternoon of September 17, a reporter from Modern Express noticed that the official account of Bee Flower Douyin had nearly 5 million fans, and only 2 of the 24 products in the live broadcast room were in stock. The 79 yuan package of "more than 5 pounds" that was popular among netizens showed that it had been snatched up.
△ Bee Flower Douyin official account has nearly 5 million fans
According to media reports, at 5 a.m. on September 11, the live broadcast of Bee Flower's "September School Season" began, and at 8 p.m., fewer than 1,000 people watched it. After 8 p.m., as Bee Hua successfully rubbed the popularity of the "Hua Xizi Incident", the live broadcast room began to be lively, and the number of viewers soared to more than one million. The next day, the number of viewers in the live broadcast room exceeded 10 million for the first time. At 4:40 a.m. on September 15, the live broadcast, which lasted for nearly four days, finally ended, with 39.94 million views and an estimated transaction volume of 25 million to 50 million. Before that, the most popular live broadcast of Bee Flower was only 1.697 million viewers, with a transaction volume of 5 million to 7.5 million, and that live broadcast was broadcast for 7 days and 21 hours.
There are domestic brands "overnight communication network" to join this "business war"
A number of old domestic products, such as green calcium milk biscuits, Huiyuan drinks, etc., rushed to the bee flower comment area, saying that "this splashing wealth also divides us a little." Bee Hua commented at the top, "You can also pay more attention to Huahua's circle of friends, they are all honest domestic products, not only Huahua, but also please consume rationally."
As long as 79 yuan of ridicule, it has also been successively caught by many domestic brands. Hainan Nanguo Food, which focuses on "coconut flavor food", launched a 79 yuan set meal for raw coconut latte; Yuhua's flagship store launched a washing and care set - "79 take away 9 pieces, do you think the amount of 3 pounds is expensive?" ”； Lotus MSG has also launched a variety of 79 yuan packages on Douyin Mall and live broadcast room. There are also Hongxing Erke, Shanghai white jade toothpaste, Shanghai sulfur soap, etc. have all been listed for 79 yuan packages. And these domestic brands are linked in the live broadcast room: the anchor of Hongxing Erke washes his hair with bee flower, and products such as white jade toothpaste and white elephant instant noodles appear on the live broadcast room of bee flower.
△Yumeijing "overnight communication network"
There are also domestic brands "Overnight Network" to join this "business war". On September 14, Yu Meijing posted through the official Weibo: "Don't urge, don't urge, overnight access to the Internet, after all, 44 years old, not very good at playing, everyone should not blame me, Xiaohongshu, Douyin are fully settled." As of 6:30 p.m. on September 17, Yumeijing had risen to 1.4 million. In the live broadcast room, 18 of the 28 products showed that they had been sold out. "Many products are temporarily out of stock, and those that cannot be bought can support other domestic products."
Old domestic products need to think about how to change traffic into retention
For the old domestic brand "huddle business war", it can be seen from the messages of netizens in the live broadcast room that it is domestic feelings and consumer empathy that are at work.
In fact, in recent years, there have been many cases of old domestic products "turning red". Previously, Hongxing Erke received huge attention for its donation to Henan. Hongxing Erke exploded overnight at that time, once known as the "light of domestic products", sales performance once soared 52 times, the total sales exceeded 22 million yuan, a number of products out of stock. However, as the popularity dropped, the Hongxing Erke live broadcast room gradually returned to flat, and it also "lost a lot of fans".
After all, turning red can't just rely on feelings. "'Going popular' means that these brands are once again gaining the attention of the public." Pu Zhengning, associate professor of the Department of Economics at the School of Economics and Management of Southeast University, pointed out that the "popularity" of old domestic products is "event marketing". "'Event marketing', used once or twice, is a clever skill, but in the long run, it is necessary to consider whether a brand development can truly establish a positive image. And we must carefully choose what kind of events to participate in and what form to participate in. This is all very important. ”
In his view, in the era of new media, marketing with tools, means and communication methods that young consumer groups like to see is a "strategy", such as personifying the brand, actively participating in the discussion of some hot events, which can attract attention in traffic, and can also expand young consumer groups, which is a positive side.
But on the other hand, event-based marketing, whether it is a positive event donated by Hongxing Erke or the current marketing of old domestic products, is difficult to last, because the public's attention is limited. In the short term, it is true that these concerns can be translated into actual sales, but it is of limited help to translate them into a positive image of the brand and into a positive perception of the brand by the public in the long term.
"If the peak can't stay, then go back to time", this is a sentence from the home care brand Vitality 28 in the introduction of the live broadcast room. After this round of "splashing wealth", more and more people are looking forward to seeing the old domestic brands re-emerge to the peak with a new look.
When the heat dissipates, how to maintain traffic and sales of old domestic products is a problem to consider. Pan Helin, co-director and researcher of the Digital Economy and Financial Innovation Research Center at Zhejiang University's International Business School, believes that only product-based flows will be more sustainable. Old domestic products should do a good job of self-positioning, if you take the mass brand route, then the authenticity of the product is the foundation of the brand. "Consumers' expectations for domestic products are very simple, that is, the goods are genuine, and Tong Suo is not deceived. Mass brands need to integrate with the masses and understand the needs of most people. ”
Modern Express + reporter Wang Xinyue webpage screenshot
(Proofreader: Zhang Jingchao)