Hua Xizi threw 10,000 copies of ＂Hua Xizi＂ to quell public anger and was criticized for not being sincere and trying to buy people’s hearts.
China Business Daily (Reporter Tu Hanwen) On September 19th, Hua Xizi, who had been silent for several days, finally apologized, saying in a letter published by him: "I am very sorry for taking up too many public resources. I am grateful to everyone for their encouragement. We have fully recorded the relevant opinions, and the team is also comparing, revising and upgrading one by one, adhering to the initial intention, bringing better products and providing better services to everyone. "
In addition, in the comment area apologizing to Weibo, Hua Xizi said: "Thank you for your voice. Hua Xizi has prepared 10,000 copies of’ Hua Xibi’ and 100 gift boxes for free experience and collection of experience."
In this huge public opinion storm caused by Li Jiaqi on his own, the double crisis of the price of old domestic products and brand attributes is exposed. When the "sky-splashing wealth" disappears, when consumers gradually weaken the emotional filter, how can old-fashioned domestic products achieve the development against the sky?
Old-fashioned domestic products "stand up"
Before, Chairman Yu Meijing personally went into battle and danced live, and the anchor of Tianjin Store played Allegro. Later, Metersbonwe Bang Wei broadcasted the Northeast Yangko and turned handkerchiefs, and Golden Monkey Food took fans to the zoo to see monkeys … More and more old brands lost their burdens and collectively "worked" in the live broadcast room, trying their best to catch consumers’ eyes.
"Monkey monkey rushed to Tianjin Zoo overnight to bring you the live broadcast of the chairman’s’ toffee’". Following the footsteps of the "White Cat Chairman" becoming popular on the Internet, Golden Monkey Food aimed the live broadcast at its adopted Sichuan Golden Monkey; White elephant fresh also moved the live broadcast room to the elephant hall of Zhengzhou Zoo; Self-proclaimed "novice in commercial warfare", a big rooster was invited to the live candy room; The carved anchor put on a plush headgear and cos became a sculpture …
"There are also carved cards", "There are really elephants in the white elephant live broadcast room" and "The pressure is given to Wei Long, Phoenix and Seven Wolves …" The anchor met the wishes of netizens in a fancy way, and set off a climax of "stalk-playing carnival" on social platforms with a series of live animal broadcasts.
There are also many domestic live broadcast rooms on the track of "volume" talent-playing flute, allegro, yangko dance and disco dancing … In order to catch the traffic from the sky, the anchors who "really want to be seen" took turns to come into battle and took out 18 kinds of martial arts to ignite the enthusiasm of new fans. In this fiery live broadcast of domestic products "Tuanjian", many old brands that only have hundreds, dozens or even single-digit fans to watch the live broadcast unexpectedly ushered in the highlight moment of turning red against the trend.
"I can’t sleep at night, brush the live broadcast of the boss of Xiangge Guazi, and when all the goods are sold out, I will play the flute for everyone." A Shaanxi netizen shared on the social platform that the anchor of his hometown brand Xiangge Guazi didn’t even know how to put background music in the live broadcast room at first. When introducing the product, a few Shaanxi dialects appeared from time to time, but such unpretentious live broadcast made him feel very cordial. The slogan "Welcome fans and comrades to come to the Xiangge melon seed live room to guide the work" in the live broadcast room also attracted the attention of many netizens, who commented that "it’s the first time someone used’ coming to guide’ for me" and "he called me a fan comrade hahahaha", praising the anchor with unique painting style.
"The first impression brought by old domestic products is sincerity. The anchor may be amateur and not familiar with the live broadcast process, but he has been trying his best to keep up with the rhythm, will listen carefully to what everyone wants to see and interact with fans very grounded. " Netizen Xiao Hu said this.
It’s hard and hard.
"Compared with the airy four words’ where is it expensive’, these old brands that happily’ receive wealth’ and strive to catch up with the live broadcast tide can actually make people feel that domestic products are really difficult." Ms. Zhao, a post-90s consumer, told the China Business Daily that this time, domestic brands collectively landed in live broadcast rooms and social platforms, which made her see many old brands that were "never heard of, but actually older than their parents".
"I think it may be because they can’t afford to promote it. There are more than two pieces of toothpaste, soap and skin care products for more than ten dollars. Even if these brands give all their profits out, I am afraid it is not enough to find a big anchor to bring the goods." Ms. Zhao said.
"Old Chinese goods have always been there, but there is no chance to show them." On the social platform, local brands such as Yuhua and Heimei Toothpaste all said the same thing, which made netizens collectively "break the defense".
Since the development of live e-commerce, it is no secret that the sky-high commission and pit fee of the head anchor in the industry have long been. However, for many old domestic brands with small profits but quick turnover, it has become a very difficult thing to be seen by more people through live promotion. Although some brands attach great importance to online business in recent years, and have established live broadcast rooms early, most of them are self-broadcast, and their employees’ ability to attract traffic is far from being able to compete with professional and mature online celebrity anchors, so even in prime time of live broadcast, the number of viewers is often very limited.
"There are only a dozen people in our live broadcast room", "Online promotion is not watched, and praise is always a single digit" and "There are so many new products that no one knows" … In this wave of live broadcast of domestic products, more and more old brands share their experiences of falling into traffic difficulties in the past. The once well-known famous brand is "invisible" on the Internet. Facing the falling traffic, letting consumers know that this brand is "still alive" has become the first thing for many brands to broadcast live.
However, domestic brands facing many difficulties are not only turning red by "selling badly" this time. Under the attention of netizens, brands that have joined the "commercial war" have shown their best side one after another, and intuitively demonstrated their "continuous efforts" over the years with production lines full of science and technology, genuine products, hope and glory and various innovative achievements, thus proving to new fans and old friends that domestic products are worth buying.
"Efforts are bound to be seen. We are convinced that as long as we make products well, we can be seen by you. " In the live broadcast room of old domestic products, netizens infected by feelings have replied "I saw it", "Come on" and "I have placed an order for support", responding to the long-standing persistence of these brands with consumption enthusiasm.
How to "eat" domestic products for a long time
With the arrival of the highlight moment, many brands changed the background music in the live broadcast room to a song "Good Day", and even some anchors beat gongs and drums during the live broadcast to celebrate that they were finally "seen". On the social platform, there have also been ridicules such as "Jiaqi falls, domestic products are full".
However, the sudden red turn does not mean "long red", and domestic brands still have a long way to go to win the future.
"If you can’t keep the peak, you will go back to the way you came." The popularity of the three "little old man" anchors who were learning and broadcasting in the live broadcast room of Vitality 28 soared in just a few days, leaving a deep impression on netizens. From being embarrassed to shout "fan baby" and misusing forbidden words many times, to not knowing how to download and how to turn off the laborious operation of late payment, the "senior" anchors who tried live broadcast for the first time appeared to be in a hurry in the live broadcast room.
Some netizens were anxious for the anchor, leaving a message in the live broadcast room "Change young people", but they were told by Uncle Shen, an employee with 44 years of service: "Now young people don’t enter the factory, and I am the youngest." Under such circumstances, netizens used tolerance and patience to bring dawn to the vitality of the business crisis. But behind the warmth, what can’t be ignored is that the old domestic products that were once very popular but left behind by the new era need more "young strength".
Aside from the emotional filter, it is not difficult to find that the way old domestic products operate live broadcasts and social media accounts is out of touch with user habits. In a short video, the old brand Sioo3 Factory recounted the brand development history from the establishment of the factory in 1996 to the support of the Tangshan earthquake in 1976 and the flood fighting in 1998, and sincerely asked: "At the age of 63, I tried my best to run, but can I catch up with you and get some fans?" While expressing their feelings, netizens also put forward opinions such as "30 seconds have passed since gold, and I already want to take away the video, but I don’t know what to sell" and "I want to support you, but I don’t know how to buy it". In other words, this wave of traffic came too suddenly, and the old brands of "long drought meets rain" have not been fully prepared.
However, compared with the shortcomings of marketing, the inherent price advantage of old domestic products has created favorable conditions for them to open the market. Some netizens said that after watching the live broadcast, "there are a lot of domestic products in the shopping cart, which add up to only one hundred pieces", while the so-called "lowest price of the whole network" of similar products has doubled the price, and the visible benefits have poked the hearts of price-sensitive live broadcast audiences.
"Chasing live pictures? The ultimate cost performance and emotional resonance, both old domestic products accounted for. " Zhao Nvshi is very optimistic about the fans who "lost" the domestic brands in the live broadcast room in Li Jiaqi. "As long as the good quality and low price are true, I think there will be new fans willing to stay."
Original title: Hua Xizi throws 10,000 copies of "Hua Xizi" to quell public anger. Are the old domestic products ready to "rely on themselves"?