Who is the biggest profiter in the "Li Jiaqi" incident?
That must be the domestic brand - Hua Xizi Fenghua . Just like after the accident between Wu Yifan a few years ago, Han Shu's live broadcast instantly rose.
This time, it's Bee Flower's turn.
01
Selling 500,000 orders, Fenghua understands the traffic
"Huaxizi" became a new unit of measurement overnight, triggering the argument that "domestic brands are becoming more and more expensive."
In the past, Xiao Kezhong was the advantage of domestic products, but now it has become a "fig leaf" for them to increase prices in disguise.
Are there any cheap and affordable domestic products now? Yes, the well-known Shanghai daily necessities brand "Fenghua", has proved itself with practical actions.
After the Huaxizi incident fermented, Fenghua quickly launched three wash-and-wear packages at 79 yuan in the Douyin live broadcast room, and the weight reached five and a half pounds .
Lian Fenghua official also launched a video and played the joke: No matter whether the salary increases or not, Fenghua has not increased its price anyway.
Although Fenghua responded that "the 79 yuan package has always been there" , this move slapped a certain brand in the face.
False business war: secretly stumble
Real business war: Just look at your face and make a big deal
It is obvious that this wave of traffic was understood by Fenghua.
It is understood that Fenghua’s related topics have hit the hot searches, and Fenghua responded that the reading volume of boxes and shipped in the number of readings ranging from more than 17 million to 140 million.
The brand's breakthrough has also brought huge transformations to Fenghua. On the 11th, the cumulative number of viewers in the Fenghua live broadcast room reached 843w, the cumulative transaction amount reached 2035w yuan, and the sales volume reached 25w-50w.
As of the completion of the draft, Fenghua's two 79 yuan products sold more than 1.8w and 2.7w pieces. Based on a single piece of 79 yuan, the sales of these two items reached 355,000 yuan.
Whether intentionally or not, the traffic is indeed tilted towards Fenghua in this public opinion field that does not belong to Fenghua.
Fenghua has also proved with its strength that domestic products are not scams.
02
Traffic is never for nothing
Taking advantage of the trend to market has always been the only choice for hype topics.
When an incident becomes the target of netizens' "verbal criticism", the first IP that creates a strong contrast with it will become the biggest winner.
Fenghua became the first IP to eat crabs.
As a veteran domestic brand, it has a sharp contrast with the Internet celebrity brand, and it has timely grasped the current "memories" mentality of the Internet, which has aroused strong attention and comparison from the market.
While taking on this huge wave of traffic, Fenghua's media team also took advantage of the opportunity to shape a wave of IP personality.
Fenghua said in the comments: The cartons are all "picked" from other companies. It has given the brand the impression of "simple and environmentally friendly".
After the carton stems fermented, Fenghua further issued a document to promote its own warehouse. On September 12, Fenghua’s official Weibo post stated: Fenghua has always had its own box.
It is obvious that this wave of leveraging the power of the force has helped Fenghua quickly win over a batch of exposure and attention.
When it comes to leveraging the power, we have to mention the two domestic coffee brands, Luckin and Kudi.
The "sauce-flavored latte" that became popular all over the Internet not long ago made Luckin taste all the sweetness, and its sales on the first day won 5.42 million cups, with a GMV of more than 100 million yuan.
With the help of the halo of national liquor, Luckin directly penetrated the minds of users, raised its brand image, and achieved its respective goal of breaking the circle for the two IPs.
Seeing this, the "Kudi Coffee" sitting aside couldn't help it. I hurriedly joined hands with Wuchang Rice to launch the "Rice Milk Latte" and called Luckin: Late-night wine hurts your liver, and early morning porridge nourishes your appetite.
If this continues, it is not difficult to taste snail noodles in coffee.
From these examples, we can see that the way to obtain traffic is to constantly break the circle and create novel content. Whether it is creating momentum or stumble, traffic is finally pulled up by artificially, rather than falling from the sky.
However, for Fenghua and domestic brands, breaking the circle at the brand level is only the first step. Traffic is just a booster. Embracing changes and finding breakthroughs in differentiated competition are the necessary conditions for brand long-termism.
03
Breaking the circle is the upper limit, and product is the lower limit
If breaking the circle is the guarantee of the upper limit of traffic, then working hard to make products is the basic platform for stabilizing traffic.
The protagonist of this article, "Fenghua", is an old-fashioned domestic product who is dedicated to making products and insists on long-termism.
In the 1990s, Fenghua's sales soared to as much as 500 million.
However, in the face of the diversified product lines of foreign brands and the high marketing investment, Fenghua once fell into a loss. Behind the loss is Fenghua insisting on not investing in advertising and saving marketing expenses to consumers.
Gu Jinwen, chairman of Fenghua, once said: "The average gross profit margin of Fenghua's products is 15%, while the gross profit margin of foreign brands is generally around 40%.
As a veteran domestic product, Fenghua only rose by 2 yuan in 10 years, which is unimaginable in this era of inflation.
Without advertising or price increase, Fenghua has become a "clear stream" in this impetuous society, and also a "little transparency" in the eyes of young people.
But it is this kind of resource that has created Fenghua's ranking in the Chinese conditioner market - second only to Shiseido and Pan Ting. And in 2021, Fenghua's sales exceeded 1 billion yuan mark.
In the Internet era, the 36-year-old Fenghua is following the pace of the times, making Douyin, opening online stores, and learning to play music. At the same time, it still sticks to its original intention and makes products well.
It is understood that Fenghua has developed more than 150 series of products and owned dozens of invention and utility model patents. In order to improve products, Fenghua's own technology R&D center invests tens of millions of yuan each year, and its annual output value can reach 1.5 billion yuan.
Fenghua knows that traffic is a bubble and is an opportunity that is hard to come by, and making good products is the foundation for continuing the brand's vitality, no doubt.
In the glitz-like era, we all hope that Fenghua can continue this original intention!
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