Nowadays, netizens are more and more "irrational".
During the epidemic, after Red Star Hongxing Erke donated 50 million yuan for bankruptcy, 20 million netizens rushed into the live broadcast room to save money, and some even rushed into the physical store, bought a pair of shoes, threw two dollars and ran away.
After the flood in Henan, after the white elephant donated 5 million yuan, the netizen who couldn't find a pack of white elephant instant noodles in the supermarket said: "This brand is really hard to wear, and the white elephant instant noodles are so sad! ! "
Nowadays, the news that the national toiletries bees can't hold up has been "exposed" by netizens.
This makes netizens a little anxious. How can this national brand fall down one after another? I cann't do it without saving it
A group of netizens poured into the live broadcast room of the bee flower, robbed others of a month's goods a day, and threatened to let the bee flower warehouse move a small forklift, which was too busy to catch the spark.
But this time, there was a big misunderstanding.
Compared with Huiyuan Juice, whose boss is Lao Lai and has no property to execute, Hongxing Erke, who has been losing money continuously for 10 years, has been labeled as poor by netizens, but his life is quite good.
I feel that the bee flower is going to fall off, and I can't blame the netizens for misunderstanding.
Anyone who sees eight bottles of 1 conditioner and clay packaging that look like detergent can only think of two ideas:
People who don't know: Is this a fake and shoddy product?
Knowledgeable person: Why hasn't this brand fallen down yet?
There is no sense of existence, but the key words are not adjusted and the missing titles are filled in.
Because of its packaging soil, some netizens suggested that it should participate in the national competition, but it was "rejected" on the grounds that it would cost money.
Advertising, people asked if they wanted money, and it said they wanted me to pay.
Let it change its packaging, and it will be complacent when it falls from the sky.
But in this way, the bee flower that is "hoped" by everyone lives very well.
Now the annual production capacity can reach more than 654.38 million tons, and the annual output value can reach/kloc-0.5 billion yuan. Average price of a bottle 8. How many bottles of shampoo can you sell in 9 yuan a year?
It's just that someone else started with a small bottle of 20 yuan, but a large bottle of bee flowers sold so cheaply. Why haven't you poured it yet?
This has to mention the life-saving trick of bee flower-saving money to the blade.
Packaging changes, flashy, design, production, money, decisive abandonment, a packaging soil in the end.
Marketing costs too much. If you don't advertise for 30 years, you will rely on the user's "tap water".
Finally, squeeze the moisture of the ingredient cost.
It has been calculated that the gross profit margin of ordinary foreign hair conditioners is at least above 40%, while that of bee flowers is only 15%.
With this meanness, the bee flower simply pulled the price to the basement.
What's more commendable is that everything else can be saved, but the quality is not.
As early as before the relevant national standards were issued, many basic raw materials of "bee flower" had reached domestic and even international standards, and they had also become the drafters of domestic hair conditioner industry standards.
Since the company was founded 36 years ago, there is no information of any administrative punishment.
This kind of big bowl is cheap and easy to use, which makes the bee flower firmly grasp the loyalty of a large number of old customers and firmly occupy a place in the domestic market.
Now, its sales network covers more than 600 cities at or above the county level, and its physical terminals have also entered more than 630 hypermarkets, supermarkets and chain stores.
20 16 among the top ten brands of washing and care products in China, bee flower ranks among them as the only domestic local brand.
Although bee flowers are so cheap, they can't be cut down in Pinduoduo. Low-key people thought they were going out of business, but it turned out to be a bottle of "internet celebrity" that was hard to find.
And it can develop to the present, relying on being bigger than others.
1, make something out of nothing, and then be the first in the country.
What bee flower originally made was not shampoo and conditioner, but packaging and processing detergent and washing powder.
1985, the predecessor of bee flower, Shanghai Huayin detergent factory was established.
When the factory was first established, the workshop was only over 400 square meters and there were more than a dozen workers. Everyone works hard and earns less than 5 million a year.
In difficult times, Huayin detergent in Shanghai noticed an era dividend: people began to pursue the taste of life.
In the 1970s and 1980s, with the economic recession and lack of materials, many people used to wash their hair with soap or even washing powder, and there was no concept of hair care at all. However, with the improvement of people's living standards, this concept began to change.
Shanghai Huayin Detergent Factory took the lead in putting forward the concept of "separation of washing and care" and produced the first bottle of shampoo, shampoo cream, conditioner and other products in China, which has to be said to be avant-garde.
Once the product came out, it was immediately sought after by the market, the sales volume continued to climb, and the brand power of bee flower continued to improve.
Now, the "bee flower" who can't afford to advertise is crying. At 1990, it actually broadcasts a 15-second advertisement on CCTV every day: "cheap and good quality, world-renowned".
Accompanied by this slogan, it spread all over the country, and bee flower can be said to be the only brand among online celebrities. In the early 1990 s, with the help of a bottle of bee flower conditioner for two or three yuan, the sales of bee flowers reached its peak, with annual sales exceeding 500 million.
According to the survey of AC Nielsen, an internationally renowned research company, the awareness rate of the brand Bee Flower in China reached 36.6% at that time, ranking first among domestic similar brands.
1993 and 1994 bee flower conditioner were also rated as famous brand products in Shanghai. Since then, all kinds of awards and trophies issued by the national, ministerial and municipal levels, such as "China Famous Brand Product", "China Famous Trademark" and "Shanghai Famous Trademark", have softened.
But who would have thought that the wonderful moment of bee flower's life was so short.
2. Leave if you can't fight, and the countryside surrounds the city.
After 1994, the bee flower began to face the test of life and death.
On the one hand, reputation has come out, and domestic fake and shoddy products have emerged one after another, but what is more deadly is the impact of foreign giants.
Foreign brands such as L 'Oreal, Unilever and Procter & Gamble have flooded into the China market, with overwhelming brainwashing advertisements, cool packaging and various product matrices. Local skin care brands were crushed to pieces in an instant, and few survived.
The concept of "separation of washing and care" put forward by bee flower is directly replaced by "integration of washing and care" At that time, foreign monks liked to recite scriptures in China.
The sales volume of bees dropped from 1 100 million to more than 70 million, and 500 workers were laid off to 200. Every year, the company loses millions, and the enterprise has zero asset loss.
On the occasion of life and death, the bee flower calculated its own combat effectiveness, which can only be summarized in four words: high quality and low price, especially low price, so it resolutely embarked on the route of encircling the city from the countryside.
In order to make it cheaper, it even canceled the advertising department, which opened a new era of not advertising for 30 years.
Gu Jinwen, the factory director at that time, said, "Instead of spending a lot of money on advertising, it is better to win by product quality and let the profits go to consumers."
In addition, instead of relying on the national wholesale market to take the road of "large wholesale and large circulation", we have laid out our own retail channels. In the production of products, new technologies and young college students are constantly introduced to improve the automation level of production lines, and everything revolves around how to save costs.
Bee flowers, which mainly focus on the low-end market, rely on high quality and low price to form dislocation competition with these foreign brands, firmly attracting a large number of rural and urban civilian consumer groups.
In this way, bee flower has become a rare national brand that can compete with foreign giants in the nursing industry.
Even in 20 14, the shipment of bee flower conditioner ranked first in China, exceeding the sum of P&G's brands.
Netizens' worries about time-honored brands are not groundless. Because in recent years, domestic products that used to be smooth and smooth have been extremely difficult for many days.
10 years ago, Huiyuan was the largest juice company in China, with no one, and its market value soared to 23 billion, which once set a record for the largest IPO of the Hong Kong Stock Exchange. At that time, the packaging of soil did not hinder its growth.
But this year, it was forced to withdraw from the market with tens of billions of debts.
Guibird, established in 2004, also takes the cost-effective route. At the peak, there are shops all over the country, and almost every pedestrian street will have an expensive bird shop. The company's annual revenue is close to 3 billion.
But it is such a strong old brand that it lost money for three years from 20 18 to 2020.
By the end of last year, its overdue bonds payable were about 654.38+065.438+47 million yuan, and its overdue bank loans were about 977 million yuan, and 25 bank accounts were frozen due to litigation. Founder Fred Lam has also become what people call "Lao Lai".
Why are we all time-honored brands, and some of them are even old-fashioned packaging that has not been changed for many years, so bees can blend in with hard-core international giants, and these time-honored brands have even become luxury goods of life?
The main reason is: under the packaging of soil, the products of bee flower are really resistant to beating.
Huiyuan personally buried its own products. After the double harvest of word-of-mouth and sales, Huiyuan not only failed to further specialize in product technology and improve product quality, but also bought rotten fruit to make it inferior, and was unmoved by competitors who squeezed fresh juice.
However, Guiniao is addicted to territorial expansion and marketing, dreaming of building a sports empire, from shoes and clothing to sports economy, sports games, sports fitness and other fields, and finally dragged himself down.
On the other hand, in the face of difficulties, they first cut off their proud marketing, and spent a lot of energy on how to make better products and constantly adjust the ability of products to adapt to the market.
Up to now, bee flower has successively developed more than 50 series of products, including/kloc-0, and has dozens of patents for inventions and utility models, thus maintaining a leading position in the industry technology.
For so many years, the price increase of bee flower products is very low. 20 18 Chairman Gu said in an interview with the outside world that the original ex-factory price of the first generation of 500ml conditioner was around 3 yuan, and later it became 5 yuan; Retail prices have also risen from 6 yuan to 9 yuan.
Relying on advanced technology and therefore maintaining high quality and low price, never advertising, the ultimate bee flower makes consumers inseparable from it.
Bees have survived, and they are getting better and better, but the big cows who once soared by marketing have fallen.
Looking at their opposite fate, we can only say that good marketing can be an instant hit, but it depends on good products to last forever.
100 days later, the live broadcast room of Red Star Hongxing Erke ushered in a daily reversal of 1000 powder, so some people worry that the wild consumption of Red Star Hongxing Erke will do harm to these old brands.
In fact, the short-term sales volume brought by wild consumption is unsustainable, but the brand exposure value brought by "turning red" far exceeds the sales volume it brings.
For domestic products such as bee flowers, relying on high-quality products, the dividend of the times will make it easier to "turn red", but to achieve "long red", they need further efforts.
Author | Li