"Osmanthus Table" has become popular on Douyin, and the old domestic products have become popular to promote offline sales
Some people have been queuing at the door since late at night, some people are asking for purchasing agents, and some people are looking up the memories of their youth... What triggered the rush to buy in recent days was not the concert ticket grabbing, nor the Internet celebrity food, but a "osmanthus brand" watch from Nanning, Guangxi.
In the past two days, "Why did the osmanthus watch suddenly become popular" appeared on the TOP3 of the Douyin hot list, and the topic of "how to look at the osmanthus watch turning red" was also watched by 1.68 million people. Open the live broadcast room of multiple Douyin accounts in Guangxi, which is also full of "queuing up to grab osmanthus watches", "osmanthus watch factory scene", "Nanning osmanthus brand watch live broadcast"... In the live broadcast screen, the queue at the gate of the Nanning Watch Factory is so long that you can't see your head.
Another old domestic product is on fire.
The Nanning Watch Factory has a production history of more than 50 years, but now with the changing market demand, it has long ceased to produce finished watches, but has begun to produce movements for other watch brands.
Therefore, in the "Osmanthus brand" watches, many of them are stock items in the 90s of the 20th century, with prices ranging from 80 yuan to 200 yuan. The live broadcast of the queue and the video of sharing the watch in Douyin have pushed the popularity of "Osmanthus brand watches" from Guangxi to the whole country.
On the afternoon of the 22nd, an anchor queued up for a live broadcast of the osmanthus watch on Douyin, and the number plate in his hand read 1179. The comments in the live broadcast room were swiped quickly: "Where is this?", "How many numbers are sent a day", "Can you help me buy a piece", "Do you open the door at night", and there are even comments that they want to pay for the number plate in the anchor's hand.
Under the popular video of "How to look at the osmanthus table turning red", some netizens sent out the "osmanthus watch" that they bought in line for four hours.
Some netizens said that the luxury brand watch in their hands is not fragrant, "Who bought me an osmanthus in Nanning"?
Some people also said that "young people nowadays are not big names that cannot afford to use, the main thing is a cost performance"; and some have come up with Chinese grade 6 exam questions.
At the gate of Nanning Watch Factory, many people saw the video of Osmanthus brand watches "becoming popular overnight" on Douyin, and came to buy them, and some people made a special trip to check in.
According to Douyin e-commerce data, the search volume of related entries such as "osmanthus brand watch" increased by more than 80,000 times in a week.
The surging crowd occupied the relevant online live broadcast room/video comment area of Osmanthus brand watches, and also flocked to the door of the offline Nanning Watch Factory. Catalyzed by online platforms such as Douyin, the osmanthus brand watch, the former hard currency of "three turns and one ring", became popular again and entered the shopping carts and purchasing lists of netizens. These online hot traffic began to turn into offline physical store traffic and sales.
A number of watches in the sales store of Nanning Watch Factory have been sold out, and the sales staff have also said that they have taken measures to limit purchases. Nanning Watch Factory also posted an announcement outside the factory, informing that due to the long storage time in the warehouse, the accuracy of the watch has decreased, and the spare parts have been lost, so please consume rationally according to your own needs. Even this did not dampen everyone's enthusiasm for buying.
These old domestic products have also become "popular".
With the huge traffic brought by Douyin, the half-century-old Nanning Watch Factory ushered in the "second spring" after many years of silence. Of course, relying on Douyin e-commerce to "become popular" of old domestic products, there are far more than this one.
Bee Flower gained nearly 500,000 fans in one day; Yu Meijing posted a short video on the Internet overnight, and Douyin gained more than one million fans in 3 days; "Vitality 28" products were sold out as soon as they were put on the shelves... Recently, a number of old domestic products have brought goods in the live broadcast room to "attract fans", which has attracted the attention of netizens and set off a wave of domestic product consumption boom.
Feigua Douyin data shows that from September 11 to 13 alone, the official account of Bee Flower Douyin increased by 569,000 fans in three days. In addition, in the live broadcast day list on September 13, the official flagship store account of Bee Flower ranked sixth on the list, with a single-day sales of 10 million to 25 million yuan in the live broadcast room, and a sales volume of 100,000 to 250,000 yuan;
Vitality 28 "The three silent anchors holding a piece of paper prompt" Douyin live broadcast room was cut into a short video and circulated widely, and the number of people in the live broadcast room skyrocketed after that. Netizens taught the anchor online to put goods on the shelves, hung a "little yellow car", and even swiped the screen to remind them to turn off the "compensation for late delivery". In the face of the huge flow, "the gears of fate began to turn". According to reports, on the night of September 13, the sales volume of the Vitality 28 flagship store exceeded 500,000 orders, and the number of fans increased by more than 1 million in one day.
Later, the chairman of Vitality 28 reported to the "cloud shareholders" on October 12 that in the past 30 days, the wages of factory employees have doubled, 103 jobs have been added, production capacity has increased by 370%, and the entire supply chain has been revitalized.
Under the related popular video, some netizens commented, "My mother's factory was about to close down, and the wages couldn't be paid. ”
Many domestic brands spontaneously linked marketing on Douyin, and the official accounts of many domestic brands ridiculed each other in the comment area, which was called "large-scale team building scene". In the live broadcast room, domestic brands "dream linkage" to display products to each other. Hongxing Erke's Douyin live broadcast room played the theme song of Michelle Bingcheng, and several anchors directly began to wash their hair with bee flower shampoo, drink Huiyuan juice, and eat white elephant instant noodles in their live broadcast room. According to incomplete statistics, there are more than 10 domestic brands that appeared in the live broadcast room of Hongxing Erke that night, such as Bee Flower, Honey Snow Bingcheng, Huiyuan Juice, White Rabbit, White Elephant, Lao Gan Ma, Southern Black Sesame Paste, Weilong, Wahaha, Longrich and so on. In this gala, a number of "treasure brands" were "rediscovered" by netizens, and the attention and sales reached new highs.
In the past Double 11, Yu Meijing sold 187,000 pieces of her classic bagged children's cream on Douyin e-commerce in the early stage of the big promotion, and 31,000 pieces of shea butter body lotion were sold.
According to other data, with the help of Douyin's e-commerce "Meet Good Domestic Products" plan, from November 2021 to November 2022, the sales of domestic brands on the platform increased by 110% year-on-year, the sales of time-honored brands increased by 156% year-on-year, and the sales of cutting-edge brands increased by 84% year-on-year.
How to make good use of the traffic brought by the Internet is the road to "breaking the circle" that many old domestic products and time-honored merchants want to explore, and as a platform, Douyin e-commerce is also giving full play to its own content and technical advantages, and striving to complete this "two-way rush". The two-way consumption path of short video, live broadcast, shopping mall, and search under global interest e-commerce covering "goods looking for people" and "people looking for goods" has become a new business opportunity for many businesses.
Today, consumer interest insights have risen to become a key part of marketing and consumer decision-making for brands. It can be seen from the popularity of old domestic products such as osmanthus watches and the enthusiastic response of netizens that the strong interactive performance allows domestic brands to establish a strong timely association with consumers and reach audiences in a wider region. The new scene of people, goods and yards has stimulated a lot of potential consumer demand, helped more old domestic products to be seen, and improved the sales conversion rate. Buying is no longer the end of consumption, but the starting point of consumption through sharing.
The public is pleased to see that more and more high-quality domestic products are seen and purchased, and old domestic products have gradually become "what this generation of young people want".