The city gate is on fire, and the fish in the pool are affected!
On September 10th, Li Jiaqi’s comments on consumers overturned in the live broadcast room, wave after wave. Although Li Jiaqi later apologized in tears, the heat has not dissipated yet.
As another protagonist in the incident, Hua Xizi, a beauty brand with goods in Li Jiaqi, was caused by a comment made by a consumer in the live broadcast room: Hua Xizi is getting more and more expensive.
Some serious netizens calculated carefully that this eyebrow pencil 1g is equivalent to 1.5g of gold, and quipped that Flower West is more expensive than gold.
Subsequently, Hua Xizi was also sent to the forefront, and public opinion directly baked Hua Xizi on the fire, just like an ant on hot bricks.
Previously, Hua Xizi had been very calm and did not respond to the overwhelming pressure of public opinion.
Xinpinlve Finance thought that Hua Xizi would remain silent, and with the Li Jiaqi rollover event over, he would continue to make a fortune with silence. When the enterprise encounters a public relations crisis, silence is also a common public relations handling method.
01 Hua Xizi apologizes for overturning.
Surprisingly, Hua Xizi sent an apology letter on the official Weibo on September 19th, saying that he sincerely apologized to everyone, and said that he had received great attention from the whole network in the past week, and he was sincere and fearful, and used a very puzzling word: at a loss.
Hua Xizi thought that this letter of apology would be accepted by netizens, and then they would be forgiven. However, what is embarrassing is that this letter of apology overturned, which soon attracted a voice of doubt.
Because Hua Xizi spent half of his apology letter promoting the brand, such as introducing the brand story, emphasizing that he is a China brand, and promoting his good products and good quality.
Many netizens believe that Hua Xizi’s letter of apology lacks sincerity, and it is more like taking the opportunity to market, completely avoiding it, and not answering the questions that the outside world is more concerned about.
The new product strategy sums up a sentence: Hua Xizi, it’s okay not to apologize, but to apologize is even more fierce. From the perspective of corporate public relations, this is an unqualified apology letter.
Founded in 2017, Huaxizi, headquartered in Hangzhou, with the brand concept of "Oriental make-up, using flowers to raise makeup", took only six years to counterattack the development of head players with adult income of more than 4 billion yuan, and the results are worthy of recognition.
Hua Xizi focuses on the concepts of domestic products, national trends and oriental aesthetics, and grasps the traffic password and the golden period of live broadcast with goods. It is also deeply tied with Li Jiaqi. According to statistics, the sales with goods in Li Jiaqi account for 40% of the sales of Hua Xizi Tmall.
It can be said that Hua Xizi can have today’s development achievements and become Li Jiaqi, but now he is accidentally hit by the rollover incident in Li Jiaqi, which can also be said to be a defeat in Li Jiaqi.
From an objective standpoint, Hua Xizi was greatly affected by this incident. He must stand up and honestly face consumers, sincerely apologize, and respond positively to the concerns of netizens, such as the expensive products, why they are expensive, and what kind of experience they can bring to users.
Hua Xizi should use practical actions to dispel consumers’ doubts, regain consumers’ trust, win back market reputation and repair the negative brand reputation.
Domestic beauty brands, including Hua Xizi, have chosen the differentiated play style of small package, small capacity and low price from the very beginning, but today’s domestic beauty brands are getting smaller and smaller, and the price remains the same or the price increases, which is actually a disguised price increase.
Faced with the rising price of raw materials, the upward development of its own brand and commercial returns, Hua Xizi will encounter various problems and accidents in the development process.
New product strategy financial advice, Hua Xizi should constantly optimize the product system, launch high-end series products or brands, and boldly tell consumers that this product is expensive, but it is worth the money.
What else should we pay attention to? ????????????????
However, in the view of New Product Finance, whether it’s the topic that domestic beauty products are becoming more and more expensive caused by the rollover in Li Jiaqi, or what should we pay attention to behind Hua Xizi’s apology for the big rollover? Thinking about what?
*, from the perspective of brand development, it is the only path and growth logic for all China brands, including Hua Xizi, to develop in turn, from China manufacturing to domestic brands and then to China brands.
Made in China is the era of OEM, domestic brands focus on the domestic market, while China brands will accelerate to the world in the future.
Second, from the consumer’s point of view, from low to high, it is product quality (the standard of product qualification), product quality (the standard of both product quality and quality), and corporate brand (brand trust, brand premium and brand value), which corresponds to the fact that consumers are willing to pay the fees corresponding to brand value.
According to Maslow’s hierarchy of needs, people’s needs go up from the bottom of the hierarchy, namely, physiology (food and clothing), safety (job security), social needs (friendship), respect and self-realization.
Nowadays, the consumption demand, consumption psychology and consumption concept of domestic consumers are accelerating the iteration, and the demand is different, but there is one thing in common: consumers are always willing to pay for the goods they think are valuable.
Third, from the commercial development stage, China brands, including domestic beauty cosmetics, are accelerating their rise and competing fiercely in the domestic and international markets.
In the past, made in China and China brands were labeled as cheap, so domestic products should be cheap. Now, with the rise of China brands, high-end brands in China and even luxury brands in China will appear in all walks of life.
Correspondingly, the price of products will naturally rise, and consumers are also changing their cognition at the same time, recognizing the brand value of China from the bottom of their hearts.
According to New Product Finance, China brands should tear off cheap labels, and Huaxizi should live up to their expectations, need brand accumulation, grow for a long time, and stand the market test.
At the same time, the upward development of China brand is also a process of consumer education and cognitive change, and it is a lasting process.
Consumers also need to re-recognize the brand of China, which is constantly breaking through and developing, recognize and recognize that the brand of China is not the same as in the past, and accept higher prices.
Fortunately, China brand is accelerating to win consumer recognition, and there are two representative industry cases.
* A case is the new energy automobile industry. Ideality and Weilai, two new car-making forces, have torn a hole by virtue of their strength, stood out from the crowd and won the recognition of consumers and the market.
The second case is the mobile phone industry. Now Huawei Mate series mobile phones have returned strongly, directly confronting Apple and regaining the market share of high-end mobile phones lost in recent years.
Philip kotler, the father of modern marketing, once said, "Treat people sincerely and serve them honestly". Ye Maozhong, a famous advertising master, once said, "Brand is built around people’s hearts".
In a word, whether it’s Li Jiaqi’s comment on the rollover incident or Hua Xizi’s apology for the rollover incident, the strategy to resolve the crisis is very simple, and the key lies in two words: honesty and people’s heart.
