Fenghua is increasingly understanding the traffic code of the new era

The 79-yuan package in Fenghua Live Studio is selling well. The high cost-effectiveness attracts a large number of customers to buy, and the product quality and inherent uniqueness attract attention. This article describes the relevant content and I hope it will be helpful to you.

The price has only increased by 2 yuan in 10 years. After Fenghua became popular with its economical and affordable product features, it has increasingly understood the traffic code of the new era.

1. Fenghua has a way to engage in "business war"

Yesterday, #FenghuaBusinessWar# once again topped the trending searches on Weibo, and netizens flocked to Fenghua’s Xiaohongshu, Weibo and other accounts to leave messages, congratulating Fenghua on becoming a trending search.

What is going on in this seemingly commercial war initiated by consumers? It is because of Li Mouqi's inappropriate remarks in the live broadcast room, which created the 79 yuan meme and triggered a large number of negative comments. Some netizens found that Fenghua's live broadcast room soon had a 79 yuan package product, which was listed at the top of the sales link, and was also regarded by netizens as Fenghua's "commercial war".

Even though Fenghua repeatedly stated in the comment section that the brand had already launched a 79-yuan package earlier, netizens seemed more willing to believe that Fenghua, who is down-to-earth in making products, is a "scheming boy", and the topic #FenghuaBusinessWar# attracted much attention and successfully went viral.

With the emergence of the 79 yuan slogan of Fenghua, many brands have also joined Fenghua’s “business war”.

At the same time, Fenghua has also established the qualities that a 5G surfing expert should have. As "Fengshen" was popular, Fenghua transformed itself into a product "Proton" and came up with a fancy bundling. By the way, Fenghua's Internet speed is really fast.

Moreover, in his daily interactions with netizens and friendly businesses, he is also very internet-savvy and is affectionately called the Douyin gailuzi by netizens.

In the heated discussion of Li Mouqi's incident, Fenghua played a "veiled attack". Netizens commented "Fenghua: Kill him while he's sick" , and Fenghua responded "Business war is terrible, babies, hide behind Huahua ", the hand speed and "edge" are impeccable.

After carefully reading the daily content and comments section of Fenghua, Mr. Bingfa found that the way and content of Fenghua's communication with users are quite special. What kind of metaphysics is the Fenghua business war in the public ideology? In the direct dialogue between the brand and the users, the box jokes, poverty, and clean ingredients of Fenghua have become the most frequently communicated points between users and brands.

The box joke actually comes from consumers discovering that some of the boxes used by Fenghua to mail products were not printed with the brand’s own logo, but were of other brands. Consumers began to suspect that the brand was “picking” the boxes for express delivery, and used this to prove that the Fenghua brand is “poor” because its products are sold cheaply.

According to netizens’ thinking, there seems to be nothing wrong. Therefore, consumers and friendly companies have played the box joke in the comment area of ​​Fenghua. Some people said that they have collected a lot of boxes and asked Fenghua if they want them. Some brands also expressed their willingness to sponsor Fenghua cartons, thus achieving a sense of déjà vu of daily chemical brands, consumers and Fenghua playing together.

After wave after wave of hot searches, Fenghua also reaped the benefits of traffic. Today, there is news that Fenghua is sold out again.

2. What are the obvious characteristics of Fenghua’s “business war”?

Every profession has its own expertise. How does Fenghua’s seemingly funny and interesting simple dialogue capture users and get them involved in the brand’s marketing? What are the significant features of Fenghua’s social marketing? Popularity and stronger participation As a national brand, Fenghua’s products cover a wide range of areas. Daily chemical products such as shampoo, conditioner, and hand sanitizer have wide applicability and universality, and its products have popular characteristics. In the marketing topics created by Fenghua, the popular characteristics of the products are continued, and the topics are created from the points of concern of consumers such as saving and high quality, so that the entire communication topic has a strong user base. The simple way of participation also means that the brand audience is willing to participate in it.

1. Communicative, direct dialogue with consumers

Fenghua also focuses on direct communication with consumers. Based on understanding consumers' needs and pain points, it uses a wide range of voice channels to let consumers feel the brand's attention and importance. The approachable communication method makes it easier for consumers to get close to the brand, increasing Fenghua's national affinity.

Fenghua uses communication methods that are popular with the public to keep the brand vibrant and attractive in the consumer market, and to establish closer ties with consumers, thus winning the hearts of users.

2. Emotional, easy to gain recognition

The way that brands communicate directly with users, Fenghua not only allows users to feel valued, but also achieves emotional resonance with consumers, thus successfully gaining user recognition, which is also reflected in user purchasing behavior, word-of-mouth communication and recommendations of the brand. This also indirectly illustrates the importance of direct communication between brands and users, which is an important way for brands to establish emotional connections with users and achieve long-term growth.

3. Social and entertainment features are obvious

The social attributes of marketing are the key to generating communication effects. In Fenghua's marketing, there are extremely obvious social and entertaining characteristics, coupled with the universality of the topic and the affinity of the content, which help the brand achieve a wider range of communication. For example, Fenghua has not increased its prices and has always maintained a low price. In the process of communicating with consumers, the brand's high emotional intelligence response has made more people further recognize the brand and established a brand impression of conscientious domestic products.

3. Why is Fenghua so popular among users?

In addition to using more popular marketing methods, why is Fenghua so popular among consumers?

Focusing on cost-effectiveness: The first time it became popular was because some consumers found that the price of Fenghua’s basic products had not increased in 10 years, which left more people with the impression that Fenghua is a conscientious domestic product. Fenghua’s products have always been priced relatively low, which allows consumers to buy Fenghua within 10 yuan, which invisibly meets the consumption needs of young people who pursue high cost-effectiveness and high quality.

Quality is the cornerstone of brand development: Users’ pursuit of high cost performance does not mean that consumers give up quality. On the basis of ensuring affordable prices, Fenghua’s products have been widely recognized for their quality through long-term operations. This means that consumers do not have to worry about the quality of products when choosing cost-effective products, which makes consumers more trusting of the Fenghua brand.

The simple and concise brand image of domestic brands has been deeply rooted in the hearts of the people: At the moment of consumption upgrading, more and more consumers have more and more obvious demands for personalized and diversified consumption. Coupled with the increasingly strong trend of domestic products, Fenghua, which has always maintained the concepts of simplicity, conciseness and environmental protection, has ushered in the best development opportunities. More and more consumers have begun to pay attention to and choose Fenghua as their consumer brand, and gradually develop a sense of dependence on the brand during use.

Good at using social media to promote communication: The fact that the Fenghua business war has become a hot topic is actually a manifestation of the increasing communication power of Fenghua. Fenghua actively interacts with consumers on social media to share product information and user feedback. This interaction makes it easier for consumers to resonate with the brand emotionally and become loyal fans of Fenghua.

4. Final Thoughts

Fenghua has achieved wider dissemination by leveraging new media platforms and social attributes. However, a good iron must be sharpened before it can be forged. On the one hand, Fenghua is popular because of its high cost-performance ratio, which has won the favor of users. On the other hand, its product quality and inherent uniqueness have enabled the brand to establish an effective and intimate interactive relationship with consumers. This is also the key to Fenghua's rise from obscurity to explosion.

Author: Mr. Bingfa

Source: WeChat public account: "Marketing Art of War (ID: lanhaiyingxiao)"