In 2 days, the sales volume exceeded 25 million and the number of fans increased by 800,000. Fenghua, who "picked up fans", picked up overwhelming wealth.

The domestic hair care brand Fenghua became the biggest winner. Fenghua's production capacity was tight and it was out of stock. It could achieve sales of 10-25 million yuan per day, ranking fifth on the list. This article describes Fenghua's marketing strategy, I hope it will be helpful to you.

Fenghua has completely gone viral. As the Li Jiaqi incident continued to ferment, many brands and live broadcast rooms gained traffic. Among them, the domestic hair care brand Fenghua became the biggest winner. According to Feigua data, the popularity and sales data of Fenghua's Douyin live broadcast room in the past two days are the highest in its live broadcast in half a year: in just two days, the GMV of the goods exceeded 25 million, the number of fans increased by more than 800,000, and many products were directly sold out. What did Fenghua do? This starts with the comment "picking up fans" under the video of Li Jiaqi losing fans...

1. From picking up boxes to picking up fans

Surprisingly, the biggest beneficiary of the Li Jiaqi incident is not Huaxizi’s competitors, but Fenghua, a domestic brand in the skin care category.

In the daily live streaming sales ranking of Guoji Feigua Douyin data on September 12, the Fenghua official flagship store account (hereinafter referred to as "Fenghua Live Room") ranked fifth on the list with a single-day sales of 10-25 million yuan in the live streaming room.

The previous sales performance of Fenghua Live Streaming Room showed that its highest daily sales in the past 180 days ranged from 5 to 7.5 million yuan.

The reason why Fenghua achieved the highest sales volume in half a year on September 12 was largely due to the fact that the brand was the first to take advantage of the popularity of the Li Jiaqi incident.

On September 11, after the Li Jiaqi incident became a hot topic, Fenghua left a message under Li Jiaqi's related hot videos, saying: "Can I pick up fans?"

On the one hand, as the Li Jiaqi incident continued to ferment, many people paid attention to the loss of followers of Li Jiaqi’s major accounts; on the other hand, last year many netizens exposed that Fenghua’s express packaging was printed with information of other brands, and it was joked that it picked up boxes of other brands for packaging.

Therefore, Fenghua appeared in the comment section of the relevant video and threw out her own "picking up things" joke, but it changed from "picking up boxes" to "picking up fans."

In addition to attracting netizens' attention by using hot topics to interact, Fenghua also released a video titled "How much can you buy with 79 yuan here at Huahua", and posted links to three 79 yuan shampoo and conditioner sets in the live broadcast room in the early morning of September 11. At the same time, a variety of materials appeared in the live broadcast room, and netizens made fun of Huaxizi's 79 yuan eyebrow pencil.

After this operation, the popularity of Fenghua Live Room skyrocketed!

Since the account started broadcasting on September 11, the maximum number of online users in its live broadcast room has exceeded 30,000, and the cumulative number of viewers in the live broadcast room as of 7:40 p.m. on September 13 has reached 19.716 million. The account's live broadcast room usually has no more than 10,000 online users, and the cumulative number of viewers is less than one million.

At the same time, under the influence of this wave of traffic, the total number of fans of the Fenghua account has increased from more than 2.4 million to the current 3.241 million.

According to the data from Guoji Feigua Douyin, among the 27 products launched by Fenghua Live Studio on September 11, the sales volume from high to low is as follows:

The Fenghua Anti-hair loss set, which starts at RMB 75, is expected to sell 100,000 to 250,000 pieces;

The 79-yuan Bee Peanuts Ginger Hair Care Fluffy 600ml bottle has an estimated sales volume of 25,000 to 50,000 units;

The Bee Peanuts and Ginger Hair Care Fluffy Set, which starts at RMB 38.9, has an estimated sales volume of 25,000 to 50,000 pieces and was sold out during the live broadcast.

The 750ml bottle of Fenghua Herbal Anti-Dandruff and Oil Control, which costs RMB 79, has an estimated sales volume of 25,000 to 50,000 units and was sold out during the live broadcast.

The estimated sales volume of the 750ml bottle of Fenghua silicone-free pomegranate nourishing product for RMB 79 is 10,000 to 25,000 pieces...

As of 7:40 p.m. on September 13, the total sales of Fenghua Live Broadcast Room reached 25-50 million yuan.

In addition, relying on this wave of hot topic-riding behavior, Fenghua also received several hot topics on the Douyin website, such as Fenghua Business War, Fenghua Picking Up Boxes, Fenghua Responds to Picking Up Boxes and Shipping, etc.

On September 13, the topic #Fenghua officially announced that its production capacity was tight and it was out of stock also became a hot topic. It can be said that Fenghua made itself a hot topic this time and won the game without a doubt.

2. Domestic brands group down

The popularity of Fenghua soon attracted a number of domestic brands to follow suit.

On the one hand, these brands learned from Fenghua to leave messages and use 79-yuan products to "pick up fans"; on the other hand, they also actively interacted with Fenghua and divided the traffic under Fenghua's hot spots.

For example, when Fenghua took advantage of Li Jiaqi's popularity and the 79-yuan package products were hot in the live broadcast room, many brands flocked to leave messages under Fenghua's video - some brands said that Fenghua was too arrogant, some said that they applied to sell their products for 79 yuan and were scolded by their bosses, some teased Fenghua for picking up boxes, and some said they wanted to pick up fans together...

It is precisely because of the appearance of various brands in the Fenghua traffic-stealing incident that Fenghua, which is not involved in the competition with Huaxizi and is just trying to steal the hot traffic, is jokingly criticized by netizens for engaging in a "commercial war".

In this "business war", another domestic cosmetics brand - Jingxi - stood out among many brands with its unique interactive method.

It is reported that in the interaction of messages among major brands, Carefully launched indiscriminate "attacks" on other brands:

They asked if the food company "Zhongkui" was performing in Water Margin, they said that the food company "Kangshi" sounded like it was selling sports shoes, they evaluated whether Mixue Bingcheng, which came late, was pulled (the popularity was gone), and they questioned whether the socket company "Gongniu" was selling functional drinks...

This careful operation also made brand-related topics a hot topic.

According to the data from Guoji Feigua Douyin, the sales of the live broadcast room of the official flagship store of Jingxi in the past 180 days reached 500,000 to 750,000 yuan at most. After taking advantage of the popularity, the sales on September 12 were 2.5 million to 5 million yuan.

It is not difficult to see that the traffic from hot events can indeed bring a brand very impressive sales growth.

"These brand live broadcast rooms are actually operated by service providers." According to an e-commerce service provider, Fenghua is operated by a service provider in Shanghai, which has been operating Fenghua's live broadcast room since 2021, and many marketing plans are planned by it.

From the perspective of service providers, whether it is playing the victim, crying poor, or taking advantage of the popularity, it is a success as long as it can get traffic and complete the sales data conversion.

However, some service providers also stated that when they saw the hot topics related to Li Jiaqi, the team also discussed whether to take advantage of the trend, but considering the subsequent related risks, they did not take any action.

And Fenghua’s marketing tactics have indeed aroused the disgust of people in the industry...

3. What do you think of this wave of marketing tactics?

Fenghua's behavior of stealing traffic, especially the direct use of phrases such as "What can you buy with 79 yuan here at Huahua" and "1,000 grams of skin care essence for only 21.9 yuan, only 0.02 yuan per gram, 100 grams for only 2.19 yuan, 500 grams for only 10.95 yuan, do you think Huahua is expensive?" in short videos and live broadcasts, has aroused the disgust of some people in the industry.

On the one hand, Hua Xizi was not the main cause of public outrage in this Li Jiaqi incident, but in order to amplify the point that "Hua Xizi's eyebrow pencil is expensive at 79 yuan", Fenghua even followed netizens' example of measuring it by how much money per gram, which was too obvious.

On the other hand, Fenghua’s ability to open up channels in the short video and live broadcast camps and have stable traffic is inseparable from the public’s "feelings for domestic products."

In 2021, as Erke attracted users' attention with the help of hot events, the popularity of domestic brands remained high, and Baiyang Food also ushered in a wave of "wild consumption".

During this period, Fenghua, which is labeled as a "domestic product", attracted the attention of netizens because of rumors of its "bankruptcy".

In order to support Fenghua, netizens flocked to its live broadcast room to place orders. At that time, Fenghua's anchor posted a video saying that Fenghua sold 20,000 orders in one day, which is the amount sold in a normal month. Data shows that Fenghua's sales in 2021 reached 1 billion yuan.

In 2022, Fenghua was once again on the hot search because of the news that the chairman personally went live and cried in the live broadcast room that it had been suppressed by foreign capital. This once again sent Fenghua to the hot search, and the live broadcast room once again ushered in a surge in traffic and sales.

During these two hot marketing periods, in addition to the "domestic product" label, Fenghua also established an image of low-priced products due to its "bankruptcy" and suppression by foreign capital, and there were even rumors of "picking up boxes".

But precisely because of the two times of crying poor and playing the victim, many netizens and industry insiders do not buy into this marketing method.

"They keep emphasizing that they are a domestic brand and how difficult it is to make it. People may sympathize and support them at first, but if you see too many videos and content like this, it will feel like moral kidnapping," said a senior industry insider.

But now, Fenghua, which claims to have "Chinese sentiments", not only does not speak up for Huaxizi, which is also a Chinese brand, but instead uses the negative emotions of netizens to attract traffic, which has caused many people to express their disgust.

In general, this "commercial war" of Fenghua to take advantage of the hot topic is a reflection of the fact that Li Jiaqi, as a top anchor, has traffic that is coveted by too many people, and it is also a true reflection of the brand's desire for traffic.

At the same time, in the live e-commerce track, any such hot event is a rare battle for traffic. Fenghua’s behavior may be too extreme, but the final result is envied by other brands.

Author: Aligu

Source: WeChat official account: "New Broadcasting Field"