The most recent hot topic is undoubtedly the Li Jiaqi and Hua Xizi incident. Many little-known old domestic brands have had their moment of glory.

Bee Flower's "79 Yuan Package" sold one million copies, and sales exceeded one million for two consecutive days. The new HE Tuber account of the long-established skin care brand Yumeijing gained nearly one million followers on the first day of its launch...

In this fierce craze for domestic products, how can domestic brands catch up with this "flooding wealth"?

01 Be wary of traffic backlash and establish a brand marketing matrix

As traffic dividends disappear and marketing budgets tighten, brand marketing becomes more and more cautious, and every money must be spent wisely.

At present, many new domestic brands will choose to cooperate with leading anchors and use live broadcast to bring goods as the first step to break out of the circle.

For example, in the first two years since its establishment, Huaxizi's sales reputation has been mediocre. Until it cooperated with Li Jiaqi in 2019, it quickly grew into a leading domestic cosmetics brand within a year. Later, it also co-created products with Li Jiaqi, and the relationship between the two parties has become increasingly close.

Similarly, there are Ffit8 Light Body Meal Replacement Protein Bars and Luo Yonghao, who first appeared in the Make Friends live broadcast room and sold over 45,000 boxes in less than 3 hours, and have since become regulars in the live broadcast room.

New domestic brands that have tasted the benefits of "overnight popularity" have strengthened their ties with leading bloggers and used them as their main marketing position.

This "traffic-focused" approach is essentially a return to the factory perspective. In the long run, consumers will default to the brand as "low price" and "promotion", which will invisibly lower the brand image.

For some new domestic brands with no cultural heritage, they may have worked hard for several years, but in the end the brand still looks like a white-label factory product.

In addition, the brand's "light on products and emphasis on marketing" is undoubtedly laying waste.

For example, after Li Jiaqi's overturn, the GMV of Huaxizi Douyin's official live broadcast room dropped from 1 million to 2.5 million yuan on September 10 to less than 100,000 yuan on the 11th, a drop of more than 90%. It is hard to imagine how Huaxizi, which has lost Li Jiaqi, will rebuild its channels and regain consumer trust.

This incident also serves as a reminder to all domestic brands: they cannot rely heavily on live broadcasts, but must establish brand channels as early as possible.

After quickly gaining popularity with the help of top anchors, you must put effort into building your own new media content system, improve brand awareness, and gradually penetrate into users' life scenes.

On the other hand, build a private community, consciously build your own brand traffic pool, and enhance user loyalty by providing valuable content and customized services. Letting the brand occupy a position in the minds of users is the ultimate goal of marketing.

02 Only when price is proportional to quality can it stand the test of time.

In this era, domestic brands should refer to "cultural confidence", but some domestic products like to use this as a guise to harvest consumers.

"Oriental cosmetics" Hua Xizi plays word games from the naming to the ingredient list, deliberately leading users to think of the ancient precious "luozi eyebrow material", and sets the price of the eyebrow pencil to be more expensive than gold.

Lin Qingxuan launched the luxury pet series, and 30ml of luxury pet essence honey actually costs 2,288 yuan. Before this, most of Lin Qingxuan's prices were 299 and 399. Judging from the details page, I don’t see any core technology so far. Is it sold at a high price purely for “high-end positioning”?

Li Ning, the leading brand of domestic products, started to increase its prices. Within two years, its prices were catching up with Adidas and Nike. According to relevant data, Li Ning's overall inventory in 2023 was 2.428 billion yuan, and 220,000 people "wanted to buy" it. However, in the end, only 7% of users were willing to place orders, which directly burst the "inflated price" bubble of domestic products.

This does not mean that domestic products must be "cheap and cheap", but a reasonable brand premium should be based on product research and development and national purchasing power, rather than using extra endorsement fees and promotion fees as an excuse for price increases.

If domestic brands want to transform into high-end products, they must first make fundamental breakthroughs in product research and development and build core competitiveness.

In addition, we must adhere to long-termism and focus on cultivating a group of core brand users who are sticky and loyal, instead of putting too much energy on public opinion marketing such as creating gimmicks and hot topics. In the end, the "rise of domestic products" will be just a flash in the pan.

03 Going it alone has become a trend in the past for domestic brands to team up

The Huaxizi incident has caused a lot of low-priced and well-established domestic products to miss out, and Fenghua took the lead in starting a chaotic "group-style" business war.

The Bee Flower live broadcast room started selling Hongxing Erke shoes after they sold out of their own products. The host of Hongxing Erke live broadcast room used bee flower to wash his hair. China Post played the theme song of Michelle Ice City in the live broadcast room of China Post...
Recently, Hongxing Erke held an international fashion week show, not only with Other domestic products appeared together, and at the end of the catwalk, there was a LOGO wall composed of many domestic products. This brand layout attracted many netizens to praise it.

At a time when consumption is sluggish, this wave of domestic brands’ spontaneous “group promotion” has attracted the attention of many netizens to the many old domestic brands with solid conscience that have been squeezed out by capital. It has also opened up growth imaginations for the rise of domestic brands.

First, when users begin to disenchant themselves with the "traffic trap", the brand's sincere attitude is the core of trust among users. Product functionality should not be exaggerated or concealed. Marketing should maintain the user's perspective, take solving user problems as the starting point, and think more about "what it can do for society."

There is also the law of attraction between brands and users. As long as the brand has a altruistic heart and is down-to-earth and practical, I believe it will be more and more liked by everyone.

Second, take the initiative to assume social responsibility and establish a public welfare image. For example, Fenghua "picks up cartons and delivers goods but donates 1 million lavishly", Hongxing Erke keeps making "bankruptcy-style donations", Mixue Bingcheng "sells the cheapest drinks and donates the most money"... This kind of "one party" The spirit of "helping everyone in times of difficulty" is the Chinese brand story that resonates deeply with the public.

Third, in the cold winter of the consumer economy, only domestic products can go further if they stick together to keep warm. For example, domestic brands speculate on CP, cross-border alliances of domestic products, the collision of new domestic products and old domestic products... Whether it is doing charity or uniting to speak out, the influence of this aggregated energy radiation will be wider. Sincerity is always a must-win. Products and prices must withstand the test of time and users in order to do long-term business. Standing at the critical moment of life and death, I hope that every domestic brand can find the right direction and overcome the cold winter cycle.