Many domestic brands joined the "79 yuan package" live broadcast "huddle warmth". On September 10, online anchor Li Jiaqi's remarks in the live broadcast room caused controversy, and the domestic makeup brand Hua Xizi's "79 yuan eyebrow pencil" was expensive, which also caused extensive discussion. At the same time, the old domestic products of many other categories have reversed the low profile, huddled and interacted with each other and ushered in a highlight moment at low prices in the near future. According to incomplete combing, in recent days, many domestic brands, including Bee Flower, Hongxing Erke, Tianfu Cola, Yumeijing, Lotus MSG, etc., have carried out brand linkage and product mutual sales in the live broadcast room, and some have also rubbed the "79 yuan" hot spot online packages of the same price. Among them, the chairmen of brands including Tianfu Cola and Yumeijing also appeared in the live broadcast room to interact with netizens.
01 Bee Flower Live 79 yuan package sold out of stock said that it wanted to help other domestic products publicize
After the "Hua Xizi incident", on September 11, the well-known Shanghai washing and care brand Bee Hua took the lead in listing three 79 yuan cleaning and care packages overnight on the live streaming platform, and released a video work saying that "regardless of whether the salary rises or not, the price of Bee Flower has not increased anyway", during which Bee Flower also interacted with the sportswear brand Hongxing Erke.
According to Feigua data, the live broadcast room launched on September 11 has exceeded 25 million yuan in sales and sold more than 250,000 orders. Previously, the sales of the bee flower live broadcast room rarely exceeded one million, and the sales soared 10 times in just three days. On September 13, Bee Flower announced that it was currently out of stock due to its production capacity could not keep up, calling on everyone to pay attention to other domestic brands.
Although bee flower has a history of more than 30 years, its products have hardly changed in terms of packaging and price. It is understood that bee flower has not changed packaging for 36 years, and the price has only increased by 2 yuan in 10 years. According to the Tianyancha App, Shanghai Bee Flower Daily Products Co., Ltd., an affiliate of Bee Flower, was established in August 1985. Risk information shows that the company has been established 38 years ago without any record of administrative penalties.
On September 16, the official account of Bee Flower released a video saying: "It has been sold out, and which domestic product has not rubbed into the business war, Huahua helped publicize." Many official accounts of domestic brands such as Spicy Prince, Frog Prince, Lu Hua, etc. leave messages in their comment area... Bee Flower's move has also appeared on the hot search.
According to the live streaming e-commerce data analysis platform "Feigua Data", on the evening of September 11, the number of Beehua Douyin fans increased by 6,108, and the number of Douyin live broadcast fans increased by 163,000. On the 12th, Douyin fans increased by 77,100, and Douyin live broadcast increased by 216,100 followers. On the 13th, Douyin fans increased by 485,700, and Douyin live broadcast increased by 216,100 followers. On the 14th, Douyin fans increased by 497,300, and Douyin live broadcast increased by 216,100 followers. On the night of the 11th, Douyin's sales exceeded 25 million yuan, and the sales volume also exceeded 500,000 orders.
02 "Hongxing Erke anchor washes his hair with bee flower live broadcast" once appeared on the hot search
Bee flower took the lead, and other domestic brands followed, and even Mai "fried CP". On the evening of September 13, Hongxing Erke launched a number of shoes with a price reduced to 79 yuan in the live broadcast room, and also linked with domestic brands, among which "Hongxing Erke anchor washes his hair with bee flower live broadcast" once appeared on the hot search. According to Feigua data, on the 13th, the sales of Hongxing Erke Douyin live broadcast room increased by 15 to 20 times month-on-month.
According to media reports, in addition to the bee flower brand in the live broadcast room of Hongxing Erke that night, there were also well-known domestic brands such as Weilong spicy strips, old godmother, Fuling squeezed vegetables, white rabbit, wahaha and Huiyuan juice. On the 14th, the relevant person in charge of Hongxing Erke responded that the core of the live broadcast of the platter is to hope that domestic brands will unite and work together to become bigger and stronger; Let everyone know about domestic products by promoting more domestic products. In addition, the above-mentioned person in charge also said that Lianmai is temporary, and the goods of other brands in the live broadcast are bought by e-commerce colleagues themselves in offline supermarkets.
03 Netizens found that the "Yumeijing girl" became a prosecutor
On the morning of September 14, the official Weibo of "Tianjin Yumeijing Group Co., Ltd." posted: "Don't urge, don't urge, overnight access to the Internet!" After all, I'm 44 years old, I don't know how to play, so you shouldn't blame me! Xiaohongshu and Douyin are fully settled, and Douyin will start broadcasting at two o'clock in the afternoon, so everyone will play. ”
On the evening of the 14th, Yu Meijing's chairman Shi Bin appeared in Yu Meijing's first live broadcast, dancing to thank the audience. As of 24:00 on September 14, Yumeijing's fans have risen to 670,000. According to Cicada Mother data, after 10 hours of live broadcasting, sales were 1 million to 2.5 million. The brand official also joked: "This heavenly wealth is finally my turn!"
Some careful netizens found that the Yumeijing girl who looked like a doll and held her chin on Yumeijing's packaging back then has now become a prosecutor. Yuan Bingling, born in 1976, is an only child, her father is a cadre and her mother is a train broadcaster. In the summer of 1982, six-year-old Xiaoice Ling would graduate from kindergarten. One day, several uncles and aunts came to the kindergarten and selected several little girls to advertise for Yumeijing Children's Cream, including Xiaoice Ling, and finally selected Xiaoice Ling's photo. In 1999, after graduating from Yuan Bingling University, he became a prosecutor of the Hebei District People's Procuratorate in Tianjin, and was awarded the titles of "National 38 Red Banner Bearer" and "National Advanced Individual in Publicity and Education on the Rule of Law". She once founded the "Sunshine Ice Studio" to guide minors. As of November 2021, over a decade, 186 delinquent teenagers she and her colleagues have been in charge of helping to teach have returned to normal life, and 27 of them have been admitted to university.
04 New domestic brands need to transform marketing ideas into R&D ideas
Commenting on the current development status of old domestic brands, Yu Jian, General Manager of Kantar Worldpanel Greater China, said, "At present, some of the old domestic brands that can actively embrace changes have come out of the trough, but they have not fully recovered their former glory; But there are also some old domestic brands that are still struggling and may only be seen in 5- to 6-tier markets or even townships. ”
"Some traditional daily chemical companies are on the road of transformation and upgrading, and the teams of the post-90s and post-00s generations operate e-commerce businesses and have begun to master the traffic password." Yu Jian gave an example, for example, the old domestic brand Bee Hua, has always had a relatively stable loyal customer base, product quality has also been recognized by consumers, in recent years in the transformation of youth has also done very well, attracting waves of young traffic.
"In the future, domestic brands need to form long-term brand power and gain the continuous favor of consumers, and they also need to have a more comprehensive layout in brand building, research and development and product upgrading." Yu Jian believes that the sales growth brought by this huddle business war and linkage sales is short-term, and cannot help the former old domestic products to be reborn from the ashes and become national brands. The price that is close to the people is only part of the overall brand strategy, and the consumer brand that can sink depends not only on the price, technology, supply chain and long-term brand building are very critical and indispensable. According to the report on new domestic products released by iMedia Consulting in 2022, innovative categories are important for new domestic brands, but in order to achieve long-term development, future new domestic brands need to transform marketing ideas into R&D ideas, use R&D creativity to do a good job in products, convey brand sincerity, and establish a brand moat.
Integration: Chen Xin