Recently, a livestream event featuring a collaboration of Chinese domestic brands has attracted widespread attention. Brands such as Hongxing Erke, Jia Duo Bao, Mixue Bingcheng, Xuelian, and Xtep joined the event, with hosts demonstrating the use of Bee & Flower shampoo, even washing their hair with shoes. This event brought classic domestic brands, which carry many childhood memories, back into the spotlight, and netizens expressed their appreciation for the unity of these brands. However, behind the hype, the question of how domestic brands can achieve sustainable growth and lasting popularity remains a concern.
The Hype of Domestic Brands
In this collaborative livestream event, major brands seized the opportunity to engage with popular trends, forming their own "CP" joint marketing campaigns and playing on nostalgia. In this era of intense commercial competition, these established brands have learned to quickly capture hot topics, attract fans, and gain traffic, resulting in increased sales. The core purpose of this event was to unite domestic brands, promote their growth and strength, and introduce more people to the advantages of domestic products.
Challenges Behind the Hype
Although Bee & Flower successfully attracted a large amount of traffic during the event, it also sparked some backlash from netizens. Critics accused the brand of "riding the wave" and engaging in "commercial warfare," which could lead to negative word-of-mouth. Additionally, if brands convey inaccurate or exaggerated information in their marketing campaigns, they may face penalties from regulatory authorities or skepticism from consumers, resulting in negative impacts on the brand.
The Path to Lasting Popularity for Domestic Brands
To achieve lasting popularity for domestic brands, the focus should be on product quality and cost-effectiveness. A report by Sequoia China, "2022 China Consumer Brand Preference Insights," points out that the main reason Chinese consumers are increasingly willing to pay for domestic products is the improvement in quality and cost-effectiveness of domestic brands. Therefore, domestic brands need to maintain product quality and cost-effectiveness while continuously innovating and enhancing their product offerings.
Secondly, domestic brands need to innovate in their marketing strategies. In the internet era, domestic brands can leverage platforms like Douyin for short videos and livestreams to accelerate the spread of brand awareness and influence, allowing more consumers to gain a direct understanding of the advantages of domestic products. At the same time, domestic brands need to maintain moderation in their marketing strategies to avoid excessive marketing that could lead to consumer backlash.
Lastly, domestic brands need to explore their cultural heritage. Some long-established domestic brands often have a rich cultural background, which can be a valuable resource for shaping brand personality and establishing emotional connections with consumers. Domestic brands can tap into their cultural heritage to create a unique brand image, allowing them to stand out in the fiercely competitive market.
In conclusion, to achieve lasting popularity, domestic brands need to optimize and improve their product quality, cost-effectiveness, marketing strategies, and cultural heritage. Only by doing so can domestic brands remain unbeatable in the intense market competition and achieve sustainable growth.