Article author: North Wind Snow Forest
Our country is really big enough and the consumer population is large enough to give birth to some market legends that "screenwriters dare not make up".
In the plot we are familiar with, the most "lost" is that the leading industry leader fell into the abyss and went bankrupt.
The most "cool" thing is that it has been closed for many years, and the fragmented enterprise has risen to the bottom and returned to the peak.
If the "two major plots" are gathered in one company, our first feeling must be "too fake and too suspended", and there will be no in reality.
But in the past week, netizens across the country have witnessed that the domestic brand, which was once the first in the country and later closed down and disappeared, was saved overnight by 550 netizens.
What was miraculously saved by netizens was the once the first domestic daily chemical brand "Vitality 28".
If there is any brand in the daily life of our generation that best fits the concept of "familiar strangers", it is undoubtedly "Vitality 28".
When we were children, it happened to be the eighties and nineties, the peak of Vitality 28, we used Vitality 28 laundry detergent at home, and watched Vitality 28 advertisements on TV.
Because according to market data, in the late 80s and early 90s, the market share of Vitality 28's laundry detergent exceeded 78%, which is really 1 billion people using.
In the daily chemical product awareness survey of consumers across the country at the end of the 90s, the "vitality 28" brand reached an astonishing 100%, far exceeding the foreign brands such as Tide and Mystery that later dominated the washing market.
However, when our generation has become an adult and become the main consumer force in the market, "Vitality 28" has disappeared for more than ten years.
The successful resurrection of "Vitality 28" began with the "Domestic Flow Feast" on September 13.
As we all know, this "feast of domestic traffic" is because of the sudden overturn of the head with goods Internet celebrities sarcastically ridiculing consumers.
This sudden "traffic carnival" caught many domestic daily chemical brands off guard, and they also staged their own "counterattack stories".
"Vitality 28" is the most special one, because although it was once a giant with a domestic market share of nearly 80%, it is now a state where factories are close to shutdown, and workers and salespeople are in arrears.
Therefore, on September 13, three cramped old men appeared in the "Vitality 28" live broadcast room.
The background of the live broadcast is the noisy production workshop.
The three old men were obviously "rusty", because they did not understand the rules, they repeatedly said "prohibited words" and caused the live broadcast room to close, and finally had to "shut up" and hold up pieces of paper to let netizens place orders by themselves.
But even if you lift the piece of paper, these old men who have no experience in live broadcast and short video will not even "cancel the mirror function", resulting in the text of the paper completely flipped.
But these three old men who have no live broadcast experience and routines, and the little yellow cars are often dropped, with the low price of "vitality 28" limit concessions, let 5.5 million netizens see the rare sincerity after "abandoning routines".
Although the old men persuaded "rational consumption" and "buy only when they can be used" in the live broadcast room, netizens still created a sales miracle of 5 million orders overnight.
The old men in the Vitality 28 live broadcast room are all old workers who have worked in this "old domestic product" for more than 40 years, and they have witnessed the glory of this once industry leader, and they have also experienced the fall of being hidden by foreign capital and then disappearing from the market for ten years.
Even if they have experienced many vicissitudes, they are still frightened by the consumption power of millions of netizens, and they are also moved, after forty years, they seem to see the light of domestic products and the opportunity to return to the peak.
The brand "Vitality 28" was born from the enterprise "Shashi Rihua", and the predecessor of Shashi Rihua is almost the same age as the country, and the first batch of state-owned old factories were founded.
In the 80s of last century, Shashi Daily Chemical cooperated with Hong Kong capital to develop "Weijie 33", which surpassed the British washing faucet, so it was named "Vitality 28", which opened the "siege of the city" in the national and even Southeast Asian and Middle East markets.
"Vitality 28" in the 80s of last century is not only a well-known brand in Jingzhou, but also a business card of Hubei Province.
At that time, Jingzhou merged with Shashi City, and Shashi was once able to overwhelm the historical city of Jingzhou because of its "vitality 28". It's a pity that the peak of "Vitality 28" was very short, it was acquired by foreign capital in the mid-90s, and the post-00s generation has only heard of Tide, and these foreign brands do not know the existence of "Vitality 28".
As a Hubei native, in the past two decades, I have read many analysis articles analyzing the fall of "Vitality 28" into the abyss, bankruptcy and bankruptcy.
The vast majority of views point to the joint venture operation of foreign giant Reckitt Benckiser. After the joint venture between Vitality 28 and "Reckitt Benckiser" in the mid-90s, the Chinese side completely handed over the day-to-day operation to "international advanced enterprises", but it could not restrain foreign giants from hiding the "Vitality 28" brand.
Although by the beginning of this century, the Chinese side took back the brand management right after "Vitality 28" was hidden in the snow for many years, but at that time, the "reputation" and market moat of foreign brands such as Tide and Mystery had been established, and "Vitality 28", as a latecomer, had to invest heavily to compete for the market, which could only be half the effort, insolvent, and eventually become a shell company for other enterprises to list on the backdoor.
The eventual demise of Vitality 28 was indeed destroyed in the hands of "foreign joint ventures, snow hidden brands", but I believe that before that, many "non-market interventions" encountered by Vitality 28 were the main reasons why it fell into "there is no way out except foreign joint ventures".
This is the more popular line this month "If there is no road before, how can you go the way you are now?" ”
In the eighties and nineties of the last century, Vitality 28 was the enterprise with the best efficiency and the strongest profitability in the sand market, but there were still many enterprises in Jingzhou Shashi that year "operating difficulties and making ends meet".
At this time, the vitality of strong profitability28 is given "unlimited social responsibility", and it continues to acquire and absorb these poorly run enterprises.
On paper, Vitality 28 is bigger because of these acquisitions, but the "old problems of state-owned enterprises" such as bloated institutions, low efficiency, declining profits, and years of losses quickly became entangled.
By the mid-90s, like many insolvent old state-owned enterprises, Vitality 28 had reached the point where it needed to "introduce advanced foreign management experience" to survive and operate, so there was a "foreign joint venture, the brand was hidden in the snow".
Therefore, vitality 28 was finally eliminated and disappeared for twenty years, which is the common result of "non-market administrative intervention" and "foreign capital bloodsucking snow storage" successively stabbing and bloodletting.
Until 2018, Li Jianfei, who left the daily chemical giant "Reckitt Benckiser", retook over the management right of "Vitality 28", and then took the capital express train of domestic Sequoia China, Xinghan Capital, Challenger Capital and other countries optimistic about the "restart of domestic products" in recent years, and embarked on the road of "rejuvenation of Vitality 28".
But a daily chemical brand, disappearing for twenty years, and then re-establishing market reputation and consumer trust is no matter how difficult it is.
Then the brand expansion period of Vitality 28 just hit the "special market state" of the past three years, so that Vitality 28 has been in a state of "burning money for low prices" barely maintained.
By June this year, salary letters from some Vitality 28 employees began to appear on the Internet, and short videos of "Vitality 28 factory shutdown" began to appear.
Subsequently, the "lease contract" of the "vitality 28" Jingzhou headquarters that expired in June this year was put online, the Tmall store was closed in June, and the official account began to stop updating publicity in June this year.
All these red flags seem to indicate that "Vitality 28" can no longer hold out and has reached the edge of the cliff of bankruptcy again.
It was in such a storm of "suspension of production" and "arrears of wages" that it took three months to survive, and these old men who insisted on their vitality for 28 and 40 years finally waited for this "traffic feast".
This "traffic feast" is because of the "sudden collapse" of the head Internet celebrity with goods, and there are certain elements of accident and luck.
However, because vitality 28 has been rewarding consumers' sincerity at low prices in recent years, the trust and reputation they have accumulated step by step is the key to their ability to catch this "traffic feast".
When I write this article, of course, there will be no more doubts about "collecting money and commercial drafts", because these old men who owe wages cannot pay their own salaries, and the key to live broadcasting is unfavorable, and there is no concept of "commercial drafts" at all.
I wrote this article because I saw the latest hot search of "Vitality 28 wants to return 230,000 orders, 10 yuan per order".
Vitality 28 voluntarily admitted that in recent sales, 230,000 orders had the error of "10 yuan more", and they took the initiative to refund the 2.3 million without user discovery and no customer complaints.
Many people will think that "price integrity" is the simplest rule of e-commerce sales, but for a "borderline" enterprise with unpaid wages and factory contracts expiring, it is still a very difficult choice to spend 2.3 million yuan to adhere to "integrity that no one discovers".
It is also because I see this special integrity that I think they can "hold this wave of traffic" and not be short-lived.
This feast of domestic products in September this year, I call it "Jiaqi falls, domestic products are full!" ”
The next step is to hope that more conscientious domestic products, in addition to eating, gradually eat well!