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What are the brands that have been "wildly consumed" now?

In recent years, the trend of domestic products has continued to gain momentum, and some brands have even been "wildly consumed." The author of this article will review with you those brands that have been "wildly consumed", analyze the reasons for the formation of wild consumption and the subsequent development effect of wild consumption on the brand. Let’s take a look.

Gustave Le Bon, the 18th-century French social psychologist, said: In the eternal conflict with reason, emotion never loses its hand.

When we look back at every "wild consumption" incident, we will also find that it grows rapidly on the emotional roots of netizens. "Wild consumption" is a manifestation of increasingly intense emotional needs in consumer life.

With the strong connection between emotion and consumption, the brand has its own moment of glory. But emotions arise and change quickly. When a company is "loved" and pushed to the forefront, everything is put under the microscope. Every word and deed of a brand will be interpreted by millions of people in millions of ways.

Being able to accept users' "favorites" and not being afraid of "amplifying" details has become an issue that brands cannot avoid. When the "wildness" returns to calmness, what the brand has to do is to continue to do a good job in this topic.

1. Those brands that have been subject to "wild consumption"

During the Beijing Winter Paralympics, Baixiang was criticized by netizens because one-third of its employees were disabled. search. Subsequently, the history of Baixiang was "explored" again. It was the only company that refused Japanese acquisition. During last year's heavy rains in Henan, White Elephant not only donated 5 million yuan and supplies, but also quickly evacuated factories and office areas in Henan, providing free hot water and instant noodles for citizens to rest...

Multiple Positive energy measures have caused sales of its products to skyrocket. At that time, the sales of Baixiang products on the Vipshop platform soared by nearly 200%, and the highest daily growth rate of orders in the Douyin live broadcast room reached 650%.

315 After Tukeng Sauerkraut was exposed, "Baixiang Food and the flag-planting vegetable industry have never cooperated." This resounding denial made Baixiang once again on the hot search list.

The double blessing of user favorability and product guarantee gave consumers huge confidence and confidence, so Baixiang was "wildly consumed".

On March 16, the live broadcast room of Baixiang’s official Douyin account had a cumulative number of viewers of 1.87 million that day, an increase of 1.4 million from the previous day. In the following days, the number of viewers in Baixiang’s official live broadcast room exceeded one million, and Baixiang’s official Douyin account gained nearly 300,000 new fans.

In terms of sales, the cumulative sales volume of its live broadcast in the past week since the incident exceeded 270,000 pieces, with sales exceeding 10 million. Taking the live broadcast on March 16 as an example, the live broadcast room sold 2.986 million yuan in sales and 82,000 pieces on that day.

In the live broadcast room and on Weibo, officials have repeatedly called on consumers to shop rationally and "buy as much as you eat." However, this cannot stop the enthusiasm of netizens. Many netizens said, "Eat all the white elephants every day." "One flavor of instant noodles" and said, "Don't persuade me to consume rationally, I can't be rational!"

The Baixiang product homepage also posted a delivery announcement, saying, "Due to the recent surge in order sales, give Our factory has brought huge responsibilities and pressure. In order to allow everyone to receive the products as soon as possible, Baixiang factories across the country have launched emergency plans to make full efforts to deliver goods. "

The last one to have such a scene was Hongxing Erke.

On the evening of July 21 last year, Hongxing Erke announced on Weibo that it would donate 50 million in supplies for the Henan floods. Under the Weibo post about the donation, there was a comment: "I feel like you are going to go bankrupt yet you donated so much." It caused a stir among netizens and quickly became the most popular one, laying the foundation for a series of subsequent discussions. "Hongxing Erke's Weibo comment is so sad" topped the hot search list.

Between sadness and defense, Hongxing Erke’s simple and righteous persona breaks out. Under the power of emotion, Hongxing Erke became a frequent hot search.

On July 22, the main battlefield of public opinion shifted from Weibo to the live broadcast room. That night, the number of viewers of Hongxing Erke’s Douyin live broadcast room reached 2.017 million, and sales reached 113 million yuan. Netizens practiced this with practical actions "It would be my fault not to let my sewing machine smoke".

Gradually, this popularity spread from online to offline, and people went to Hongxing Erke physical stores to shop. In the next two days, "Hongxing Erke stores were almost sold out." Hongxing Erke stores were crowded at 12 o'clock in the night. Topics such as "customers" have become hot topics. The next step is that Hongxing Erke is running out of inventory, and pre-sale products cannot be shipped until 40 days later.

Fenghua, a long-established domestic product that has been established for 36 years, has been on the hot search list because it was rumored to be "bankrupt." In the interaction with netizens, although "poor" was not mentioned in any sentence, it was revealed everywhere that " poverty".

Netizens suggested that Fenghua sponsor the National College Student Advertising Art Competition. Fenghua replied: This will cost money! Some netizens commented that Bee Flower is easy to use, but the packaging feels cheap. Bee Flower replied again: In fact, we are very cheap to begin with. In order to prove that it has not gone bankrupt, the editor of Bee Flower clarified in a "self-defeating" manner, saying that the company does not have an advertising department and never advertises, so it is gradually forgotten. Even the anchors are from the workshop and R&D room...

Both funny and sad, in order to save the bee flower which is "extremely poor", netizens launched the "Bee Flower Defense War". On November 15th, #为风花不了不了就是狠做# was on the hot search list, and what the traffic brought was netizens’ “wild consumption.” Fenghua official also said in the live broadcast: "Thank you for your enthusiasm. Yesterday it suddenly became popular, and we actually sold 20,000 orders in one day, which is the usual volume in a month!"

There are also Huiyuan and Guirenniao. Other brands have also received crazy orders from netizens with "wild consumption". It is an accidental event that brands become so popular. In a short period of time, their popularity, favorability, and reputation have been greatly improved. But in fact, explosive goodwill often faces the problem of insufficient stamina.

2. Quiet after wild consumption

Every "wild consumption" directly reflects the consumption trends of Chinese consumers after their national identity and cultural confidence have been greatly improved. . Brands have become a carrier for consumers to express their emotions, and consumption has become a vent for netizens to express their emotions. However, emotions always come and go quickly.

Public data shows that it took about 2 months for Hongxing Erke to go from "popular" to "quiet" again. By November, Hongxing Erke’s number of fans on Douyin’s live broadcast dropped by 430,000 per month.

After this wave of hot spots passed, Hongxing Erke’s live broadcast data and online sales continued to decline. Until now, its TikTok fans have been decreasing, and its total sales in the past 30 days were only 11.041 million.

Fenghua Live Broadcast Room had the same experience, with the highest sales volume in the past 10 days being only 80,000 yuan. The previously vigorous "Netizen ***Creation" is now gone, and Baixiang's popularity is gradually fading with the incident.

In just 4 days, the data of Baixiang’s Douyin live broadcast room fell back to what it was before “Tukeng Sauerkraut”. By March 25, the cumulative number of views was only 228,000, and the sales were 221,000. Yuan. On the evening of March 26, the number of instant viewers was less than 600, and the cumulative views were less than 200,000 times.

Wild consumption has brought unprecedented development opportunities to white elephants, but whether it is Bee Flower or Hongxing Erke, the patriotic emotional value is only temporary, and the core elements of each industry do not change easily. When the public is enthusiastic After the tide recedes, brands will suffer a huge gap.

3. Changes and Changes in Domestic Brands

In recent years, cases of "rejuvenation" of domestic products have occurred from time to time.

On the one hand, it is an indisputable fact that domestic brands are receiving increasing attention. According to the "Baidu 2021 National Fashion Pride Search Big Data" released by Baidu, the proportion of domestic brand search popularity in total brand popularity has increased from 45% to 75% in the past five years.

On the other hand, the popularity of many "domestic products" is due to the fact that the brand happened to tap into the feelings of consumers, and then actively or passively relied on marketing to expand its popularity and "get out of the circle" strongly.

But after the brand’s emotional needs are met, product strength is the fundamental factor that determines the brand’s vitality. When the "wild consumption" calms down, the problem facing brands is whether product quality, design, technology and other standards match the emotion and trust placed on them.

In August 2021, under similar comments from netizens such as "the shoes are good-looking", "the design is trendy", "looking forward to more innovation", Hongxing Erke took the opportunity to launch the "Hongxing Erke Youth Entrepreneurship Plan" in an attempt to Expand the advantages of accidental explosions through innovation.

In addition, Hongxing Erke has also cooperated with multiple IPs such as Gintama, Under One Person, Henan Museum, Along the River During the Qingming Festival, and Honor of Kings to try to open up a new look for domestic products at the brand image level.

For Bee Flower, "cheap" products and packaging have become the brand's unique memory symbols. "Rustic" and "poor" make young users feel "compassion" for Bee Flower. Fenghua also continues to be "local" openly. Whether on Douyin or Weibo, he always uses "local and poor" as his label.

However, while maintaining its simplicity, Bee Flower is also embracing new markets and changes. Fenghua is soliciting new designs on the Douyin platform, hoping to create commemorative products that are unique to everyone. In addition, judging from the recruitment notice released by Fenghua for the operation of Douyin Kuaishou, it will focus on marketing on the short video platform in the future, trying to achieve "long-term popularity" through content.

Baixiang also took advantage of the traffic trend to launch the "Looking for the Strongest Wild Spokesperson" campaign to attract users to spontaneously produce UGC content and promote the brand's continued popularity.

After decades of baptism in the market economy, domestic brands have now shifted from focusing on sales in the previous generation to paying more attention to brand building. While focusing on product quality and efficiency, they have also strengthened their focus on marketing and product development. In the R&D and design aspects, more attention is paid to the construction of long-term brand value.

At the same time, in line with the trend of the Internet era, we are more adept at using e-commerce platforms and short video platforms to expand sales channels, and keenly capture market trends and consumer psychology in high-speed and frequent interactions with the market and consumers. Gradually, we discovered the secret to making domestic brands bigger and stronger.

Looking back at the "wild consumption" of Baixiang, Hongxing Erke and Beehua, it seems to be accidental, but there is also necessity in it, that is, unswervingly making good products. Baixiang insists on social responsibility and responsibility for food. , Bee Flower has always maintained high quality and low price, and Hongxing Erke is doing its best to help the society. Their popularity seems to be luck, but in fact it is because they have been working hard in the right direction.

Even though it is no longer as hot as before, the road is long and difficult, but the journey is coming. Their strength and achievements have been seen by a new generation of consumers. The next step is to maintain the spirit of rebirth and truly use new glory to support their own responsibilities and future.