"I, Hua Xizi, 6 and a half years old, I have a dream to be a high-end brand based on the local area and going to the world."
On September 26, Hua Xizi's official Weibo quickly became the first hot search because of "crazy literature".
Compared with the previous questioned letter response, this time Hua Xizi borrowed the Internet hot meme to convey the brand's efforts in public welfare, research and development, brand mission and other aspects, which has attracted public attention, but it is difficult to say that the impression has changed
For example, in terms of product research and development, Hua Xizi said that the company has more than 200,000 product experience officers, and each product must be evaluated by more than 1,000 users.
There is also a response to the previous controversy over the price of a single gram of eyebrow pencil. "Would anyone really use gram weight to measure the value of eyebrow pencil? When everyone went to the stationery store to buy a pencil when they were a child, between a 2B pencil and a mechanical pencil, did you end up buying an automatic pencil because of the grammage of the refill? But why do 2B pencils cost a few cents a piece, while a mechanical pencil costs a few dollars? Why is that? Did you think about this when you were a child? Hua Xizi tried to illustrate the pricing idea by analogy.
For Hua Xizi's response, consumers had a heated discussion. On the Weibo of "Pencil Theory", there were more than 6,000 replies, and consumers said, "Then you and the pencil sell for the same price." "There are also consumers who think that Hua Xizi is stealing concepts.
On September 11, when Li Jiaqi's "hard work" remarks became the first hot search, the Hua Xizi brand, which caused the controversy of the incident, also received great attention, and the focus at that time was whether Hua Xizi's products were expensive or not. A Shanghai consumer told the first financial reporter, "I didn't expect that the seemingly low unit price of the goods was actually so expensive."
On September 20, Hua Xizi's official Weibo post released a letter in response to recent doubts, saying that "Hua Xizi is an authentic Chinese brand" and will tell Chinese stories well and inherit the beauty of the East. But then it came out that Hua Xizi's public relations department did not approve of the letter, and there was news that the members of the public relations department left.
This time, Hua Xizi changed the way of publicity, and from the existing public opinion, consumers were not satisfied.
According to data from the third-party monitoring platform Feigua, the volume of Huaxizi since September 12 has been lower than before. According to the data of the official flagship store of Douyin Hua Xizi, the peak of the official flagship store of Douyin Hua Xizi in the past 30 days was on September 9, and the sales volume on that day was between 7,500 and 10,000. After the incident, the official flagship store of Hua Xizi was silent for several days, and the data of goods declined. The most recent peak in sales was on September 22, with sales between 5,000 and 7,500.
Compared with the decline in sales and sales, Hua Xizi has recently achieved a rise in fans, and the flagship store of Douyin Hua Xizi has gained 337,000 fans in the past 30 days.
The development of Hua Xizi has been blocked, but the national trend beauty is still on the rise. iMedia data shows that more than seventy percent of consumers are optimistic about the development of national beauty brands. With the development of the beauty economy, the improvement of national consumption capacity and consumer demand, domestic beauty brands have entered the market, and the development prospects of the national beauty industry are broad.