Washing hair, picking up fans, and promoting each other in the live broadcast room, domestic brands must take advantage of this overwhelming wealth

Recently, the top anchor Li Jiaqi's failure has become a hot topic, and our old domestic products have also taken advantage of the situation and successfully fought a beautiful turnaround through a series of measures such as "visiting the comment area" and "listing 79 sets of meals". Among them, the most typical one is Fenghua, which successfully attracted the attention of consumers through the "picking up boxes" stalk. Its marketing case has textbook significance. Let's take a look!

In today's information age, everything has two sides. On the one hand, Li Jiaqi's incident aroused the excitement of a large number of netizens and led to a public opinion crisis; on the other hand, it was also seen by some people as an excellent marketing opportunity to reap a wave of traffic benefits.

Just the day after the "Li Jiaqi angrily scolded netizens" incident, Fenghua immediately promoted a batch of toiletries packages priced at 79 yuan, directly targeting the "Hua Xizi 79 yuan eyebrow pencil (including gifts)", and soon this batch of products was "madly snatched up" and sold out due to production capacity issues.

The more unpretentious a business war is, the more likely it is to unfold in unexpected forms.

Some netizens commented that Fenghua successfully completed a "textbook-level marketing" by leveraging the popularity brought by "Li Jiaqi strongly supports Huaxizi's 79 yuan eyebrow pencil".

Moreover, this time, the marketing leveraged the momentum and was closely linked, which not only helped Fenghua products sell well and increase the number of fans, but also led to a large number of domestic brands, achieving a win-win situation.

Below, the author briefly reviews this case of leveraging marketing led by Fenghua. However, it should be noted that each of the following steps does not have a strict time sequence, and each link complements each other and goes with the trend.

1. 79 yuan can buy 5 kilograms of goods

On the evening of the second day after Li Jiaqi angrily rebuked netizens in his live broadcast room, Fenghua’s official flagship store released a video to promote its own variety of 79 yuan toiletries packages.

For example, you can buy a 750ml bottle of shampoo and two large buckets of 1L conditioner for 79 yuan.

When Li Jiaqi said that 79 yuan for Huaxizi was not expensive, some people calculated that if Huaxizi eyebrow pencil was priced by weight, it would cost 79 yuan to buy 0.24 grams. So Fenghua took the opportunity to promote its own 79 yuan package: it was equivalent to 5.5 kilograms.

It has to be said that these toiletries packages are indeed very affordable. The introductory video released by Fenghua received more than 60,000 likes. However, that evening, Fenghua released another video explaining that the 79-yuan series package was not temporarily put on the shelves "for Hua Xizi", but had already existed.

Immediately afterwards, on September 13, Fenghua stated that due to production capacity constraints, it was out of stock.

2. Go with the flow and pick up boxes

After the marketing campaign of selling five and a half kilograms for 79 yuan was a huge success, the impact it brought to Fenghua was more than just the good sales of the product.

Soon after Fenghua became popular, its “dark history” was exposed by netizens.

Although according to Tianyancha, Fenghua has no record of administrative penalties since its establishment 38 years ago, a consumer "dispute" attracted attention last year.

According to reports, in the second half of 2022, a consumer found that the box sent to him after purchasing Fenghua products online was from another brand. When the consumer sought redress, Fenghua responded that "this is not scavenging, it is thriftiness." As a result, the "Fenghua scavenging" meme spread online at the time.

And now, the incident of "picking up boxes" has once again attracted the attention of netizens and is being ridiculed everywhere.

Fenghua also followed suit and released a video specifically to explain that they now use their own boxes for delivery, whereas before there were not enough boxes, so the logistics warehouse may have borrowed boxes from other brands.

The video quickly topped the Douyin hot list, not only attracting a large number of netizens to make fun of it again, but also many brand merchants joked that they could give away bee flower boxes for free.

3. New marketing phenomenon: “picking up fans”.

After Li Jiaqi angrily rebuked netizens, he lost millions of fans in just a few days. Where did these fans go? The answer may be that they were "picked up" by Fenghua.

Interspersed among Fenghua’s series of marketing strategies is “picking up fans”.

On September 13, Fenghua released a video announcing that it gained 500,000 followers on September 12 alone. At the same time, Fenghua also called on everyone to pay more attention to other domestic brands.

It is unclear now when and who started it, but a "fan-picking carnival" among various brands began in the Fenghua comment section.

In almost all the recent video comment areas of Fenghua, there are comments from various brands asking for fans, which is very lively. This marketing phenomenon also attracts a large number of fans to pay attention and make fun of them. In practice, each brand has attracted a wave of traffic to a certain extent.

4. Wash your hair with bee flowers, recommend and promote each other, and Yumeijing open an account online overnight

Then, large numbers of domestic brands began to place each other's products in prominent positions in the live broadcast rooms and promote each other.

For example, in many of Hongxing Erke's live broadcast rooms, brand products such as Fenghua, Mixue Bingcheng, Huiyuan, and White Elephant are prominently displayed, and even food such as Lao Gan Ma and Weilong are also available;

The Erke flagship store for sports shoes and apparel even released a video to promote Fenghua.

What’s funny is that some netizens also discovered that in a certain Erke live broadcast room, the anchor even performed the talent of “washing hair with shoes glued to Bee Flower shampoo”.

Xtep was not far behind and also displayed products from brands such as Huiyuan and White Elephant in its live broadcast room;

There is also the Mixue Bingcheng live broadcast room, which displays products from Lotus MSG, Fenghua, Huiyuan, White Elephant, etc. in addition to its own products.

In the official live broadcast room of Shanghai Sulfur Soap, products from brands such as Mixue Bingcheng, White Elephant, and White Jade are displayed; Shanghai Medicinal Soap also displays products from brands such as Lao Gan Ma, Wahaha, and Fenghua.

In the Lotus MSG live broadcast room, not only is it marked "Start domestic product linkage in the evening", the anchor also competes with the 361 Degrees live broadcast room; you can see that in the 361 Degrees live broadcast room, there are Mixue Ice City drinks on the table, and the anchor holds his own shoes and Fenghua shampoo, performing shampooing on the spot.

Yumeijing even opened a short video account urgently on September 13 and recruited anchors to take advantage of this wave of popularity to sell goods through live streaming.

Of course, these live broadcast rooms do not "really sell" the products of other companies, and do not have the yellow carts on the shelves. They only display the brands. But this is also equivalent to advertising and promoting each other. Netizens who do not know the truth may mistakenly think that they have entered the wrong brand when they enter these live broadcast rooms for the first time.

Is this just plain business warfare? Then, what is the effect of this series of marketing actions?

5. Excellent results: Fenghua’s pollen increased by more than 1 million, and sales soared

Let’s first take a look at Fenghua, the main player in this marketing phenomenon.

According to the Daduoduo data platform, the number of fans of the Fenghua official flagship store increased significantly on September 12, reaching 445,000; in addition, data showed that on September 11, the number of fans of the Fenghua flagship store was 2.459 million; as of press time, the number of fans has reached 3.798 million, an increase of 1.339 million.

In terms of sales, on September 11, sales in the live broadcast room of Fenghua’s official flagship store soared to over 25 million.

The same is true for Erke, whose official flagship store account has seen a sharp increase in traffic and followers since September 11. On September 12, the live broadcast room had nearly 400,000 viewers and more than 3,000 followers.

The data of vertical accounts under ERKE has also soared in recent days. For example, the live broadcast room of ERKE sports flagship store reached 2.5 million viewers on September 13, and the number of fans increased by 18,000, both of which increased significantly compared with the previous figures.

Before September 11, the sales of the live broadcast room of Hongxing Erke Sports flagship store were all less than 100,000;

However, in several live broadcasts starting from September 13, the sales of this live broadcast room also skyrocketed, with the sales of one live broadcast reaching more than 400,000.

There is also the Xtep official flagship store. Data shows that the live broadcast room traffic and the trend of increasing fans have been on the rise since September 11. On September 13, the live broadcast room had 66,000 viewers and more than 600 fans.

In the past 7 days, the average sales of Xtep's multiple live broadcasts did not exceed 50,000 yuan. However, in the "National Products Linkage" related live broadcast launched on September 14, sales reached more than 200,000 yuan in one fell swoop.

Since September 11, the official flagship store of Shanghai Yaozao has seen a surge in traffic and followers. On September 13, the store had 93,000 visitors and gained more than 2,100 followers.

The live broadcast sales of Shanghai Yaozao Official Flagship Store have also been gradually increasing in recent days. The live broadcast sales on September 13 exceeded 60,000, while in most cases before that, the sales hovered around 10,000.

The official flagship store of Shanghai Sulfur Soap was not far behind, with both traffic and follower growth trends soaring since September 11.

The author would also like to make a special mention of Lotus MSG.

Since September 11, the live broadcast room of the Lotus MSG official flagship store has also ushered in a "double harvest" of traffic and fans. On September 13, the live broadcast room had 1.52 million viewers and added 30,000 fans.

In terms of sales, Lotus MSG's several "hot" live broadcasts in recent days have also set new sales records, jumping from nearly 200,000 to nearly 600,000.

The reason why Lotus MSG is mentioned specifically is that with the trend of healthy eating in recent years, there has always been a saying that "MSG affects health", so netizens have a certain degree of avoidance of MSG.

But now the popularity of Lotus MSG has soared, which also indirectly shows that the success of this marketing phenomenon has brought real benefits to various brands.

6. Li Jiaqi fell, and all the brands made a profit?

Finally, let’s take a look at the data of Hua Xizi’s live broadcast room.

In contrast to the live broadcast rooms of the above domestic brands, the number of followers of the live broadcast room account of Huaxizi's official flagship store decreased significantly on September 11, and the traffic trend was flat. However, the online peak suddenly rose on the 11th, perhaps because a large number of netizens flocked to Huaxizi's live broadcast room to complain that day.

In terms of sales, the official flagship store of Huaxizi originally maintained the frequency of daily live broadcasts, but it has been suspended since September 11. The sales data has also dropped significantly.

It can be seen that in the live broadcast on September 10, the total number of viewers in Huaxizi's live broadcast room was more than 400,000, the broadcast time was more than 17 hours, and the sales volume was more than 1.1 million; but in the live broadcast on September 11, although the total number of viewers was also more than 400,000, and the broadcast time was more than 14 hours, the sales volume dropped sharply to only more than 120,000.

The reason why Li Jiaqi angrily rebuked netizens was that "domestic products are difficult", and afterwards, taking advantage of Li Jiaqi's popularity, a number of domestic brands also reaped the benefits in disguise.

So, does this count as “Li Jiaqi falls, and all brands profit”?

Author: DorAemon

WeChat public account: Sanyanpro (ID:sycaijing)