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Who blew the white elephant?
1
On October 7th, I watched all the women's volleyball finals.
I know the women's volleyball team is very good now, but I don't know if it's okay – the defending champion +3-0 against Japan, it's a very strong result.
Watching the game excites me and I plan to go downstairs to get some fresh air.
When I looked up in the elevator, I saw this white elephant poster:
In fact, this poster has been hanging in the elevator for a long time, but if you look at it now after the women's volleyball team won the championship, you will find that the white elephant seems to have predicted this moment.
With so many achievements and records of the Asian women's volleyball team, it seems that some kind of "intertextuality" has been formed, hanging above time and space.
The women's volleyball team won the championship because we saw them kill one ball after another on the court, but how did the white elephant do it?
Some time ago I found a very interesting chapter in Little Red's book that may unlock the secret.
Here's why. That day, I accidentally saw a popular post on the homepage. First of all, a big question:
Who is called a white elephant?
I originally thought that if there were a lot of problems with the domestic brand, would an honest child like the white elephant also fall?
I originally clicked on it with a lively mood, but I didn't expect it to be the second sentence:
I'm the one who blows it
This blogger is so hilarious. He said he had eaten more than 50 packs of white elephants in two months. He also wanted to add that he only had more than 50 packs because he forgot to eat them.
I looked at this post and there are almost 2000 comments below (a picture was taken the other day, now there may be more), and many people praise the white elephant delicious.
Before the white elephant epidemic, some people had already eaten hundreds of packs;
There is some crazy literature praising white elephants – the restaurant even boasts of its original white elephant crab noodles;
After netizens sincerely asked for more white elephant flavor recommendations, the comment area of the post became a "white elephant lover exchange meeting".
Hundreds of people gathered in the building in the comment section to discuss the smell of white elephants they experienced. Everyone is an online foodie.
Those who immediately praise the white elephant are "overwhelming majority", but what about the rest?
The rest of the netizens probably only read the first sentence, and went straight to the comment area, angrily defending the white elephant.
Do you think I'm just trying to point out that everyone loves white elephants?
No, no, if it's just this article, it doesn't mean much, but this is actually a "serial article".
The question at the beginning was "Who blew the white elephant?" ”。
In fact, this echoes a previous popular post about Little Red, which is what appears in the post title image: "No... You don't feel good, so people tell you to just say that? ” 。
So I went to the original post again, and also found the original post to protect the reputation of the white elephant.
And this post itself is actually in response to another hot post by Xiaohong questioning Baixiang's marketing.
First of all, I want to emphasize that I did click on the homepage of the blogger who posted it one by one. They are all true amateurs and have some fans, but mostly active.
The opinions of these people are the least interested consumer group.
Whether it is the comment area of more than 4,000 pages below the original post, or the hot post replying to this hot post, or the hot post replying to this hot post, it is public opinion that stifles the complicated and complex script of the Internet. This is true. A typical consumer says:
We are the ones who blow white elephants, and we blow white elephants because it is delicious.
An instant noodle brand can do this, and the life is worth it.
2
If a brand wants to create a so-called premium product that is not really complicated, it sets a high price, finds some models that have never smiled in its life and receives a vague and impressive award. There will always be enemies who take the bait.
But it's hard to get many consumers to love it — or even pamper it — from the bottom of their hearts.
There is a saying in the mobile phone circle called "spiritual shareholder", but I think everyone's attitude towards Baixiang can really be called spiritual shareholder.
Have you noticed that ordinary consumers walk into supermarkets to sell this brand of instant noodles?
Have you ever seen ordinary consumers rejoice that big supermarkets and small supermarkets finally have a brand of instant noodles?
Have you ever seen an ordinary consumer with a Shanghai IP address complain that he can't buy instant noodles in Shanghai, while another ordinary consumer in Shanghai reassures him that everything will be fine?
I've been online for over 20 years and have seen a lot, but this is the first time. Even the top international luxury brands have never seen this brand.
But the white elephant did it.
Although it does not have the high premium, large size and maximum marketing cost of the most luxurious products, it is loved, trusted and supported by consumers, and this is something more luxurious than luxury.
The point is that these voices are not fake, but actually translate into sales.
You can see this white elephant poster in the elevator again:
Circle the key words——
Baixiang Noodles ranked first in online sales.
To be honest, when I see the achievements of White Elephant, the first thing that comes to my mind is the series of popular posts I saw in Xiaohongshu the other day, as well as true, clear, sincere, sincere content. People in the comment section. Transport. From consumers.
It turned out that he not only posted and spoke for the white elephant, but also supported the white elephant with actions, wallets, mouth, and stomach.
This achievement is actually achieved by ordinary consumers who buy one pack at a time. If the supermarket doesn't have it, I'll go to the cafeteria and buy it. If the canteen doesn't have it, I'll go to the e-commerce to buy it. If I bought it, I would have run a thousand miles. If I buy it, I will get rich. If I buy it, I will fly.
3
I was both surprised and not surprised by the miracle created by the white elephant.
Interestingly, it has been more than a year since the Tukeng sauerkraut incident occurred in 2022, and the popularity of white elephants has not only not decreased, but has become popular.
Remember the first five minutes before 315 touched the earth pit sauerkraut, and happened to open a barrel of old altar oil.
I swallowed the sauerkraut and the live stream showed my foot in a sauerkraut pit.
I silently looked at the half bucket of instant noodles. Worse than eating one bug in an apple is eating half a worm.
I feel like my feet are not walking on sauerkraut, but on my stomach.
In this incident, Baixiang became popular overnight with its excellent product quality.
Not only did the official flagship store's single-day live broadcast sales exceed 2 million yuan for two consecutive days, but almost all products were sold out instantly.
But at that time, consumers' respect for white elephants was also to some extent a release of dissatisfaction and "laziness" from the brands participating in the Tukeng sauerkraut event - don't think that without you, I would have nothing. Eat.
And no matter how strong the emotion, it will pass. If the white elephant is just lucky and not worth withstanding the heat, then it will quickly return to its original state.
But if you look at the picture above, everyone praises the taste and quality of Baixiang products, which are really "delicious".
This has nothing to do with the good or bad of other brands. This time, there is no need to add emotion to the fire. Baixiang relies on its own accumulation of products, ingredients and tastes to retain consumers.
So, it's not surprising that the white elephant looks like this.
Frankly, the 2022 outbreak is just an opportunity.
What makes the white elephant stand out is the self that has never slackened off and never given up for 26 years.
When others are busy with capital operations, marketing and other busyness, what are white elephants doing?
It is learning how to make a variety of authentic Chinese noodles.
Selected golden wheat producing areas to provide authentic and high-quality ingredients for noodles.
Research on how to use real meat ingredients such as chicken that is more than one year old, high-quality fresh stick bones, and seasoned with natural spices to make authentic Chinese noodles.
Collaborated with celebrity chefs across the country to explore the taste of Chinese noodles, and quietly won many food awards such as the "Global Food Industry Award".
(Baixiang won the "Global Food Industry Award")
Ninety-nine percent of this was done when Bai Xiang was not yet red.
There is no outside attention, no flowers and applause, and no current consumer attention and recognition.
But Bai Xiang still persevered, and it was 26 years. At first, everyone was disappointed with instant noodles, but suddenly found that there was also an honest boy like Bai Xiang in domestic instant noodles. They have been making Chinese noodles for 26 years, and they are delicious, affordable and have product advantages.
You asked me if I bought a white elephant. Not only bought, but also protected online, risking your life to protect?
Don't be stupid, who does not support the white elephant, he clearly chose the future of the Chinese food industry with his feet.
What I buy, what I eat, what I support is the future I want.
4
When it comes to consumer attitudes towards white elephants, it's "protecting calves."
In the past year, Bai Xiang's performance has been compared with "other people's children" since he was a child.
Sure enough, it lived up to expectations, it really lived up to expectations -
First, they get the opportunity to sell best-selling products, and then, they are recognized by more consumers because of the good quality of the products;
Then rely on consumer recognition to shape the brand image, and then use the brand image to sell more products and gain a sales leading position;
Finally, because sales have increased and I have a little money in my hands, I can build a brand.
Bai Xiang's small combination creates a virtuous circle of product-brand-sales.
Remember the white elephant poster we took earlier?
The first half of the year is the good news of the sales performance of the entire China White Elephant Network, and the second half of the year is the three national teams signed by White Elephant for women's football, women's basketball and women's volleyball.
It seems that your child not only ranked first in the provincial college entrance examination, but also was liked by Qingbei. The recognized team is already at the door ready to grab people. I never dreamed of coming up with such a wonderful plot.
In addition to signing with the "Big Three" national team, White Elephant Chairman and President Yao Zhongliang became the second torchbearer in March and delivered a speech on "The Ambition of a Champion".
For the average brand, this piece of news is just the most common marketing event. Even if you buy a hot search item every day, I won't take much.
But it's a white elephant, so the attitude of consumers is that this kid is promising and can eventually make the news and make the national team.
Clearly, consumers see Baixiang as their own.
People are usually wary of marketing other brands for fear of being brainwashed into buying things they don't need, but they're happy to see Baixiang make their own brand.
Why make an exception for white elephants?
Because the reality of these twenty years has proved that Bai Xiang is an honest child.
Therefore, everyone believes that white elephants do not deceive themselves. As brands become more famous, sales increase, and they spend money on R&D and products so that consumers don't suffer.
5
Saying goes
You can deceive everyone temporarily, or you can deceive some people forever, but you can't deceive everyone.
That's how business works. Being clever and cunning may make you more money for a while, but once consumers discover who you really are, the brand will be destroyed.
Whether you are kidnapped by morality in the name of domestic products, or sincerely, everyone knows. If you don't know how to look at other things, don't you know how to think about value for money?
But if you are an honest person and make a good product with good taste and high cost performance, then consumers will not only not be picky, but will hope that you can make more money, and even fear you -
I'm afraid you'll die, I'm afraid you're not doing well, I'm afraid this industry is worse off without you.
I am an indifferent person who is rarely moved by sensational scenes.
But a lot of times stories like white elephants happen in reality, are real, even self-deception, and make me very, very sad.
Here's a cool script that's almost perfect:
A domestic brand that once flourished and then fell into trouble, completed a counterattack more than 20 years later;
An enterprise that never gives up product research and quality improvement despite the unknown and unknown;
In terms of public opinion and sales, the most interesting group of consumers supported us with their actions and wallets.
Despite many twists and turns in the middle, it ended happily in the end.
Without any of the above elements, the story would not be interesting and wonderful.
But now they come together and naturally beat the business legend of any Hollywood screenwriter.
The protagonist of the legend is not only white elephant ramen, but all those involved.
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