Revelation of Domestic Product Marketing

The recent hot topic is the Li Jiaqi and Hua Xizi incident. When one flower falls, everything comes to life. Many old domestic brands have also ushered in their highlight moments. This article summarizes the revelation of domestic marketing, hoping to inspire you.

A new way of thinking, a new direction.

The hot topic recently is the incident between Li Jiaqi and Hua Xizi. When one flower falls, all things come to life. Many unknown old domestic brands have ushered in their highlight moments.

Fenghua's "79 yuan package" sold one million copies, Jingxi's sales exceeded one million for two consecutive days, and the old skincare brand Yumeijing's new account gained nearly one million fans on the first day of broadcasting...

In this surging trend of domestic products, how should domestic brands seize this "overwhelming wealth"?

01 Beware of traffic backlash and establish a brand marketing matrix

As traffic dividends disappear and market budgets tighten, brand marketing has become more and more cautious, and every penny must be spent wisely.

Currently, many new domestic brands choose to cooperate with top anchors and use live streaming to sell goods as the first step to break the circle.

For example, in the first two years after Huaxizi was established, its sales and reputation were mediocre. Until it cooperated with Li Jiaqi in 2019, it quickly grew into a leading domestic cosmetics brand within a year. After that, it also co-created products with Li Jiaqi, and the relationship between the two parties became increasingly close.

Similar products include ffit8 light-body meal replacement protein bars and Luo Yonghao. When they first appeared in the "Make Friends" live broadcast room, more than 45,000 boxes were sold in less than 3 hours, and they have since become regulars in the live broadcast room.

Having tasted the sweetness of “overnight fame”, new domestic brands have become more determined to tie themselves to top bloggers and use them as their main marketing battlefield.

This "focus on traffic" approach essentially returns to the factory's perspective. In the long run, it will make consumers assume that brands are equal to "low prices" and "promotions", which will invisibly lower the brand image.

For some new domestic brands that originally have no cultural heritage, they may work hard for several years, but in the end the brand still looks like white-label factory products.

In addition, the brand's "light on products and heavy on marketing" is undoubtedly laying mines.

For example, after Li Jiaqi's car accident, the GMV of Huaxizi's official Douyin live broadcast room fell from 1-2.5 million yuan on September 10 to less than 100,000 yuan on the 11th, a drop of more than 90%. It is hard to imagine how Huaxizi will rebuild its channels and regain consumer trust after losing Li Jiaqi.

This incident also serves as a reminder to all domestic brands: they cannot rely solely on live streaming, but must establish brand channels as early as possible.

After quickly increasing your visibility with the help of top anchors, you need to spend time building your own new media content system, improving brand awareness, and gradually infiltrating it into users' life scenarios.

On the other hand, building private domain communities, consciously establishing your own brand traffic pool, and improving user loyalty by providing valuable content and customized services. The ultimate goal of marketing is to allow the brand to occupy a position in the minds of users.

02 Price and quality are proportional to each other and can stand the test of time

In this era, domestic brands should refer to "cultural confidence", but some domestic brands like to use this as a pretext to reap consumers.

Hua Xizi, an "oriental cosmetics" brand, plays word games from its name to its ingredient list, deliberately leading users to associate it with the precious ancient "snail-shaped eyebrow material", and sets the price of its eyebrow pencil at a level more expensive than gold.

Lin Qingxuan launched the luxury series, and the 30ml luxury essence honey costs 2,288 yuan, while before that, Lin Qingxuan's prices were mostly 299 or 399. From the details page, there is no core technology to be seen. Is it sold at a high price purely for the "high-end positioning"?

Li Ning, the pride of Chinese brands, started to increase its prices. In two years, its prices have caught up with Adidas and Nike. According to relevant data, Li Ning's overall inventory in 2023 was 2.428 billion yuan, and 220,000 people "wanted to buy", but in the end only 7% of users were willing to place an order, directly puncturing the bubble of "overpriced" Chinese brands.

This does not mean that domestic products must be "cheap and large", but there should be a reasonable brand premium based on product research and development and national purchasing power, rather than using the extra endorsement fees and promotion fees as an excuse to raise prices.

If domestic brands want to transform into high-end brands, they must first focus on making fundamental breakthroughs in product research and development and building core competitiveness.

In addition, we should adhere to long-termism and cultivate a group of sticky and loyal core brand users, rather than focusing too much energy on public opinion marketing such as creating gimmicks and riding on hot topics, which will ultimately make the "rise of domestic products" just a flash in the pan.

03 Going it alone is a thing of the past. It is becoming a trend for domestic brands to band together.

The Huaxizi incident allowed many affordable and established domestic brands to take advantage of the traffic, and Fenghua took the lead in launching a chaotic "group-style" business war.

After Fenghua sold out of stock at home, the live broadcast room of Fenghua started selling Hongxing Erke shoes. The host of Hongxing Erke live broadcast room used Fenghua to wash her hair. The live broadcast room of China Post played the theme song of Mixue Bingcheng...
Recently, ERKE held an international fashion week show, not only showing off other domestic products, but also at the end of the show there was a LOGO wall made up of many domestic products. This brand layout won praise from many netizens.

At a time when consumption is sluggish, this wave of spontaneous "group sales" by domestic brands has made many netizens pay attention to many old domestic brands that have been squeezed out by capital but are actually conscientious. It has also opened up growth imagination for the rise of domestic brands.

First, when users begin to dispel the "traffic trap", the brand's sincere attitude is the core of user trust. Do not exaggerate or conceal the functionality of the product, maintain the user's perspective in marketing, start from solving user problems, and think more about "what you can do for society".

There is also a law of attraction between brands and users. As long as the brand has an altruistic heart and works hard on practical matters, I believe it will be liked by more and more people.

Second, take the initiative to assume social responsibility and establish a public welfare image. For example, Fenghua "picked up cardboard boxes for delivery and donated 1 million yuan", Hongxing Erke "donated in bankruptcy style" every time, and Mixue Ice City "sold the cheapest drinks and donated the most"... This spirit of "helping each other when one side is in trouble" is the Chinese brand story that resonates deeply with the public.

Third, in the cold winter of the consumer economy, domestic products can only go further if they stick together. For example, domestic brands hype CP, cross-border alliances, collisions between new and old domestic products... Whether it is for charity or solidarity, the influence of this kind of aggregated energy radiation will be wider. Sincerity is always a must-have skill. Products and prices must stand the test of time and users to do long-term business. Standing at the life-and-death juncture of the great waves, I hope that every domestic brand can find the right direction and get through the cold winter cycle.

Author: Black Little Finger

WeChat public account: Shock Copywriter