After the Huaxizi incident, the sales of old brand domestic products skyrocketed! Media: "Turning Red" Cannot Rely solely on Emotional Consumers | Bee Blossoms | Domestic Products

Recently, influenced by the "Huaxizi" incident, many old Chinese products have returned to the consumer's field of vision, among which the most famous is the bee flower: a 79 yuan shampoo and skincare package, weighing a whopping five and a half pounds, coupled with strong shouting, perfectly matches the ideal Chinese product image in the minds of netizens: cheap big bowl, still working hard. In the crowded Internet carnival, Bee Flower has been on the hot search frequently for several days, and even sold out due to insufficient production capacity, so it can only give a reminder of "rational consumption" in the live broadcast room.

Not only bees, but also traditional Chinese products such as Lotus MSG, Kong Fengchun, Dai Chunlin, Xie Fuchun, Shanghai Sulfur Soap, and Baiyu Toothpaste have been launched, showcasing their emotions and leveraging marketing opportunities to be seen by consumers. Many netizens have also placed orders to support domestic products, saying, "This is a great opportunity for wealth and prosperity.".

However, not every domestic product can withstand this "sky shattering wealth". The marketing strategy of playing the emotional card may help old domestic products win temporary popularity, but it is not so simple to go from "turning red" to "growing red".

It is undeniable that "consumer sentiment" is indeed a valuable opportunity for the rise of domestic brands. Especially for the new generation of consumers who are becoming the main force of consumption, their admiration for international brands is relatively low, and they naturally have a higher acceptance of domestic products. When waves of fanatical emotions hit, they monetize their emotions, support domestic products with actions, and hold up the online frenzy time and time again.

According to the Report on Young Consumption Insight of China-Chic Brand released by Xinhuanet in 2022, compared with ten years ago, China-Chic's popularity has grown more than five times, and 78.5% of consumers prefer Chinese brands. Young people choosing domestic brands has become a fashion trend, conveying confidence in Chinese brands, Chinese manufacturing, and domestic consumption power.

The strong momentum of "domestic products" is certainly exciting. However, it must be noted that people support domestic products not only because they pay for their feelings, but also because domestic products are really becoming more and more "awesome".

At present, BYD's debut at the Munich Motor Show in Germany has attracted attention, and the successful commercial flight of the C919 aircraft has become a landmark event for the rise of domestic products. "The light of domestic products" has become the top stream, injecting new connotations into Chinese manufacturing with technology, quality, and innovation.

As a Chinese, of course, I am happy to see more and more "domestic products" like BYD. But as consumers, what they care more about when paying is the quality, technology, and price of the product. If BYD sets prices too high, they won't let their money go to waste.

Emotions return to emotions, but consumption is a rational balance. For old domestic products, consumer sentiment can indeed bring a wave of traffic. But after the departure of "wild consumption", consumers will still face their real needs directly. At present, with the stratification of consumption, consumers are increasingly focusing on the cost-effectiveness, quality, and individuality of products. However, the single product, aging brand, and insufficient innovation are the objective shortcomings of many old domestic brands.

In today's world of national sentiment, the rise of Chinese manufacturing, and the awakening of Chinese design, if old domestic products want to continue to "live" and "live well", they must not hide under the cloak of emotions, "rely on the old to sell the old" or "take pride in the land", but must constantly innovate. Product innovation, exploring one's own brand value and core competitiveness; Aesthetic innovation, combining the spirit of Chinese aesthetics with contemporary aesthetic pursuits; Marketing innovation to bring domestic brands closer to the younger generation. Inherit the old taste and play new tricks at the same time. Only in this way can the old China-Chic really come back.