Wild consumption reproduces domestic bees. As early as the 1970s and 1980s, bee flower has become a well-known local brand in Shanghai, bringing the concept of separation of washing and care to those who are still used to washing their hair with soap and have no concept of hair care. Wild consumption breeds domestic bees.
The wild consumption reproduces the domestic bee flower 1. There have been many rumors recently. Following Wanda's rumor of Wang Jianlin's death and Suning's urgent clarification of bankruptcy rumors, the domestic time-honored bee flower was rumored to be about to close down.
On the afternoon of165438+1October16th, Bee Flower responded in the official Weibo that the company has been developing healthily and will not go bankrupt.
The new product was spit out by netizens.
As early as the 1970s and 1980s, bee flower has become a well-known local brand in Shanghai, bringing the concept of separation of washing and care to those who are still used to washing their hair with soap and have no concept of hair care. So for many people, bee flower is not only a hair care product, but also represents the memory of an era.
However, as international shampoo brands open the domestic market, domestic emerging brands rise rapidly, shampoo and hair care products are constantly innovating, and bee flowers are gradually moving from the mainstream to the edge.
Just recently, after bee flower released a new conditioner, many netizens complained that the packaging design was ugly, and some even said it looked like detergent. The official response of the bee flower said, "Why have bees been making products with their hearts and packing them with their feet for 36 years? Because R&D's rooms are all ladies, and the packaging designers are all straight men. "
Some netizens said that the bee flower can hold a design contest, to which the bee flower replied that "it costs money ...", and some netizens thought that "bee flower conditioner" was not easy to read, and suggested changing its name. The bee flower said it was too expensive to change its name. It was also ridiculed by netizens as "crying poor."
In addition, bee flower, as an old domestic brand, its product pricing has not been high. Take the most famous yellow conditioner as an example. The official Taobao store's price of 450ml is 1 1.9 yuan, while other brands with a price of more than 400ml almost surpass 20 yuan.
Some netizens think that the price can be raised, and the bee flower says that it has risen, which is 2 yuan more expensive than ten years ago. But also because the price is too low, many netizens began to worry that the bee flower was about to go bankrupt.
On the afternoon of165438+1October16th, the official Weibo of Bee Flower responded that the company has been developing healthily. The official also responded in the Taobao live broadcast room. Please rest assured that it will not close down.
Once came from the same factory as L 'Oré al.
Few people will associate L 'Oré al with low-priced bees, but in fact, both brands have some products, which once came from the same new third board company-Meies.
According to public information, AISI was founded in 1997, and was listed on the New Third Board on May 20 16. Over the years, the company has established long-term strategic partnerships with Henkel, L 'Oreal, Bee Flower and shanghai jahwa, providing OEM/ODM processing services.
It is understood that Shanghai Huayin Commodity Co., Ltd. (formerly known as Shanghai Bee Flower Commodity Co., Ltd.) has cooperated with AISI for many years. As early as 20 13, the cooperation amount was 22.82 million, accounting for 4 1.95% of AISI's total revenue. Since then, the amount of cooperation between the two sides has been floating around 20 million. However, according to AISI 20 19 annual report, by 2020, AISI's annual report shows that Shanghai Huayin is no longer among the top five customers of the company.
As an industrial manufacturer of L 'Oré al Group in China, Suzhou Shangmei Cosmetics International Co., Ltd. continues to rank in the top five in cooperation with American Express. The company's 2020 annual report shows that the cooperation amount between the two parties last year was nearly 25 million yuan, accounting for 17.27% of the total revenue of American Express.
However, AISI once said that 90% of the cooperation mode is OEM, that is, customers provide raw materials, formulas and packaging of products, and the company processes products and fills them after production.
Although we have been doing OEM work for well-known brand products at home and abroad, the performance of MeiAISI has been sluggish. The company's net profit attributable to shareholders of the parent company in the past three years did not exceed 24 million yuan. Compared with shanghai jahwa, the net profit attributable to shareholders of the parent company in recent three years exceeded 400 million yuan. During the reporting period in the first half of this year, the company's asset-liability ratio reached 38.73%, and the sales of the top five customers accounted for 73.09% of the operating income. The performance was easily affected by changes in company cooperation.
This year 10, Meies took the initiative to delist from the New Third Board.
Can you get out of the circle smoothly under the tide of the country?
For the domestic old brand bee flower, the business has to continue. It is understood that in recent years, the company has invested 400 million yuan to build a smart factory, built 12 production lines, increased the annual output to more than 654.38+10,000 tons, and started to introduce new products and new packaging to promote the pace of brand rejuvenation.
In addition, Bee Flower has also actively laid out the online track, and has now settled in many e-commerce platforms such as Taobao, JD.COM and Pinduoduo, and boarded the clippers selling goods in the live broadcast room.
In May last year, Zhu Guangquan, a famous host of CCTV, lit the bee with a rap in the live broadcast room: "Cream, clam oil, don't worry about bee shampoo! The sunset is not the passage of time, and the wind is not the fault of the forest. If your brand is overwhelmed by time, you are not a classic domestic product. Bee flower is our classic domestic product. " Subsequently, 80,000 bottles of bee flowers were all sold out within 5 minutes, and the number of visitors per item increased by 850% daily. On that day, the brand trading index of Tmall care industry was TOP 1, and the brand store trading index of Tmall care industry was TOP 1.
On the other hand, with the rise of the national tide, the bee flower seems to have a chance to take off completely. According to the data of "202 1 Insight Report on New Consumer Industries", during the five years of 20 16-202 1, the brand attention of China increased from 45% to 75%, and 201-202/kloc-.
Recently, after the bee flower was reported to have closed down and went on a hot search, many netizens placed orders to express their support. In Tik Tok, the official said that the enthusiasm of netizens was too high, and bees sold 20,000 orders a day, which is the usual amount for one month.
Although some people think that the marketing harvest of "Crying Poor" of Bee Flower won't last long, in recent years, with the domestic brands such as Perfect Diary, Huaer Xizi, Modern China Tea Shop and Hongxing Hongxing Erke, bee flower has made a good product and copied it, which may be successful.
In the past two days, "bee flower conditioner" suddenly ignited the topic of "crying poor" of domestic old bees, and pushed this cheap and low-key national brand to hot search.
The reason is that the domestic bee flower conditioner has released a new product, but many netizens complain that the packaging design is ugly and the price is low, and they are worried that it will soon go bankrupt.
165438+1October16 In response to this rumor, the official of Bee Flower responded in the Taobao live broadcast room, please rest assured that it will not go bankrupt. The anchor also said that the bee flower only rose by 2 yuan at 10, and the price will not rise because of the fire in the future.
Packaging is considered "ugly", and bee flowers are worried by consumers that they will close down soon.
Speaking of this brand, many young people may not be familiar with it, but when they see its unchanging packaging, they will immediately realize that it was originally said.
Pale yellow cream, the fragrance of orchids, is the taste of countless people's childhood memories.
Recently, on a short video platform, many netizens designed ideas for its ugly packaging, such as detergent.
Some netizens suggested that Bee Flower take part in the contest (National College Student Advertising Art Competition), and Bee Flower replied: "This will cost money." Some netizens commented that bee flowers are easy to use, but the packaging is general and has a sense of cheapness. The bee flower replied, "In fact, we are already very cheap."
I found in the daily flagship store of Bee Flower that the price of conditioner sold abroad ranges from 9.9 yuan to 478.8 yuan, among which, 9.9 yuan's is a travel suit, which contains a bottle of shampoo and a bottle of conditioner, each bottle is100 ml; ; The product of RMB 478.8 is a box of conditioner, containing 12 bottles, each bottle is 500ml, and the post-coupon price is RMB 463.8.
On the afternoon of 165438+ 10 15, the official video account of Bee Flower updated a promo denying bankruptcy. "Don't worry, we are not bankrupt, thank you!"
Some netizens said that the reply of the bee flower did not say that it was poor, but it revealed "poverty" everywhere, which made many netizens feel distressed.
Some netizens said: I will hoard a box of bees tomorrow. Bee flower response: rational consumption, a box may be used for several years, don't be impulsive, new products will be released next year.
In the interaction with netizens, the bee flower said that it would follow everyone's suggestion to modify the packaging, and said that it would not increase the price after changing the packaging. It also said that the production line of old packaging will not stop, and the price will not increase in response to the fire of the product.
165438+ 10/6 in the afternoon, the words "rational consumption" have been conspicuously displayed on the screen. During the live broadcast, the anchor also reminded consumers many times, "Don't mess with flowers, you need to buy them again".
For netizens who are worried about their bankruptcy, the official of Bee Flower also said: "It will not go bankrupt and sell cheaply, because the product positioning is mass consumption. We use modern equipment technology to improve productivity, reduce costs and benefit consumers. "
However, the sudden hot search has brought unexpected traffic to the bee flower. The official of the bee flower also said in the live broadcast, "Thank you for your enthusiasm. Yesterday, it suddenly caught fire. I actually sold 20,000 orders a day, usually one month. Amount! "
It used to be the first in the national conditioner industry.
Official website shows that Shanghai Bee Flower Commodity Co., Ltd. was established in 1985 with a registered capital of 32.8 million yuan, and the actual controller is Gu. Is a professional enterprise integrating design, research and development, production and sales, mainly producing "Bee Flower" brand shampoo, conditioner and skin care cleaning products.
Since 1990s, foreign brands' daily chemical products have swept the China market. In order to compete with "foreign brands", bee flower is positioned in the mass market and embarked on the road of low price "cost performance".
In 2004, Liberation Daily reported that the average gross profit margin of bee flower products was 15%, while "foreign brands" exceeded 40%. In 2004, it is estimated that the sales volume of bee flower conditioner will reach 30,000 tons, accounting for about 35% of the national conditioner market, ranking first in the industry at that time.
At present, there are two bee flower production bases. The construction area of the old factory is 25,000 square meters, and that of the new factory is 6 1 1,000 square meters. The new bee flower intelligent factory has 12 production lines, 7 of which are fully automatic production lines, with an annual production capacity of over 65438+ 10,000 tons, and is equipped with intelligent production equipment and product development and testing equipment.
On the morning of June 265438+1October 2 1, 2065438, the new intelligent factory of "Bee Flower" was opened, which lasted for three years and invested 400 million yuan. According to the report at that time, "the new smart factory will greatly improve the production efficiency and expand the production capacity, and will increase the annual output of the old factory from 25,000 tons to 30,000 tons, reaching 654.38+10,000.
Domestic brands have risen strongly.
It is worth noting that in the past "double 1 1", many domestic brands rose one after another, attracting a large number of consumers.
From 1 65438+1 October1to 0: 45 in June1,the turnover of 382 brands of Tmall Double Eleven has exceeded1billion yuan. There are a large number of popular domestic brands such as Huawei and Hongxing Hongxing Erke, as well as old brands such as Baique Ling and Warrior, as well as new brands such as Jiaonei and Tianke.
JD.COM also said that this is the "Double Eleven" with the fastest growth in national consumption. Within four hours, the cross-border sales of time-honored brands increased by 105% year-on-year, and first-and second-tier cities led the growth list of brand consumption in China.
One is called "Sales are crazy!" I'm busy with emergency cargo adjustment. The pre-sale was opened in less than 2 hours, and the sales volume reached 6.5438+0 million pieces. The pre-sale amount was nearly 65.438+0.3 billion yuan, a year-on-year increase of 654.38+00 times.
"Domestic brands have risen strongly, and their achievements are getting brighter every year. The turnover of many domestic brands has risen strongly this year, and the daily turnover of 101/kloc-0 exceeds 100 million. Domestic brands, Europe, Winona, Yirenmao, rec and Polaiya all sold more than last year. " The person in charge of Tmall FMCG told the reporter of National Business Daily.
Li Yongjian, a researcher at the National Institute of Economic Strategy and a professor at the China Academy of Social Sciences, believes that the fiery data of "double 1 1" shows that the confidence of consumers in China has been fully restored, and the trend of consumption upgrading still exists.
Wild consumption reproduces domestic bee flowers 3. Unexpectedly, the lowest 9.9 yuan's bee flower conditioner also ushered in "crazy consumption".
As the first generation national brand of hair care in the early days of China's reform and opening up, bee flower is the "light of domestic products" in the hearts of countless consumers, and this company has suddenly become popular recently.
The reason is that the bee flower has been spread, so netizens went to the official platform to leave a message saying that cheap domestic brands should not go bankrupt. When the official rumor of the bee flower was rumored, there was a situation of "wild consumption" in the live broadcast room.
For a time, Chloe, who was relaying Red Star, was stood on the tuyere by bees.
It is worth mentioning that a month ago, Bee Flower and Red Star Hongxing Erke also joined hands to speak for domestic products.
165438+1October16, the official micro-post of Bee Flower said: "The defense has been broken. Thank you, Changlin of the village. Come on, China goods! " The picture shows a screenshot of 10, which contains messages from many brands and shouts "Come on bees".
The bee flower denied bankruptcy, and the anchor called on consumers in the live broadcast to "don't squander flowers".
A few days ago, there was a rumor on the Internet that "the domestic hair care brand Bee Flower, which was born 36 years ago, will face bankruptcy". In this regard, on June 165438+ 10/5, the official video account of Bee Flower denied that "our brand has been developing steadily and growing healthily!" "Everyone don't worry. We didn't go bankrupt. Your bees are thriving. Thank you! "
Under the related video, the interaction between netizens and bees is also quite interesting, which seems to trigger another wave of crazy consumption. A screenshot shows that after the bee flower is on fire, "I actually sold 20,000 orders a day, usually one month!"
Some netizens said: I will hoard a box of bees tomorrow. Bee flower response: rational consumption, a box may be used for several years, don't be impulsive, new products will be released next year.
The official of Bee Flower said that it was very touching to receive tens of thousands of private messages from netizens. From packaging to design and advertising, # netizens fight for bees #.
In the interaction with netizens, the bee flower said that it would follow everyone's suggestion to modify the packaging, and said that it would not increase the price after changing the packaging. It also said that the production line of old packaging will not stop, and the price will not increase in response to the fire of the product.
165438+1October16 in the afternoon, in the live broadcast room of the bee flower, the reporter of Shell Finance saw that the words "the bee flower is flourishing, rational consumption" had been typed in a prominent position on the screen.
During the live broadcast, the anchor also reminded consumers many times, "Don't mess with flowers, you need to buy them again".
The annual production capacity of the two production bases exceeds 654.38 million tons, and the annual output value exceeds 1 100 million yuan.
Official website shows that "Bee Flower" is the first national brand of liquid shampoo and hair care products in China, and the first to put forward the concept of "separation of washing and care", which has a wide consumer group and a solid market base.
Shanghai Bee Flower Commodity Co., Ltd. was established in 1985 with a registered capital of 32.8 million yuan. Is a professional enterprise integrating design, research and development, production and sales, mainly producing "Bee Flower" brand shampoo, conditioner, skin care and cleaning products.
At present, there are two bee flower production bases. The construction area of the old factory is 25,000 square meters, and that of the new factory is 6 1 1,000 square meters. The new bee flower intelligent factory has 12 production lines, 7 of which are fully automatic production lines, with an annual production capacity of over 65438+ 10,000 tons, equipped with industry-leading intelligent production equipment and product development and testing equipment.
On the morning of June 265438+1October 2 1, 2065438, the new intelligent factory of "Bee Flower" was opened, which lasted for three years and invested 400 million yuan. According to the report at that time, "the new smart factory will greatly improve the production efficiency and expand the production capacity, and will increase the annual output of the old factory from 25,000 tons to 30,000 tons, reaching 654.38+10,000.
In the interactive area, the bee flower official told consumers: "We sell cheaply because the product positioning is mass consumption! Use modern equipment technology to improve productivity, reduce costs and benefit consumers. " "We just insisted on a single-digit conditioner for ten years, so we persisted."
The reporter found in the daily flagship store of Bee Flower that the price of conditioner sold abroad ranges from 9.9 yuan to 478.8 yuan. Among them, 9.9 yuan's is a travel suit, which contains a bottle of shampoo and a bottle of conditioner, each bottle100 ml; ; The product of RMB 478.8 is a box of conditioner, including 12 bottles, each bottle is 500ml, and the post-coupon price is RMB 463.8, equivalent to RMB 38.65. There are cheaper ones, 179.4 yuan, * * 6 bottles, each bottle 1L, and the post-coupon price 169.4 yuan, equivalent to one more bottle in 28 yuan, and it is1L.
The products of bee flower are not only hair conditioners, the company has developed more than 50 series products of/kloc-0, and has dozens of patents for inventions and utility models so far.
It is understood that the bee flower sales network covers more than 600 cities at or above the county level in China/KLOC-0, and physical terminals enter more than 630 hypermarkets, supermarkets and chain stores. At the same time, they enter many domestic e-commerce platforms through direct supply or agency, such as JD.COM, Tmall, Taobao, Suning and Pinduoduo.
According to enterprise survey data, Gu is the major shareholder of Shanghai Bee Flower Commodity Co., Ltd., holding 90% of the shares, and Gu Ranfeng holds the remaining 65,438+00% of the shares.
It is worth noting that this 36-year-old company does not have any information on administrative punishment at present.
As the founder of the bee flower, there is an article on the Internet that is said to have been written by Gu, called "The bee flower is thriving, my heart is still there", which tells the brand story of the bee flower.
The article wrote: "More than 30 years ago, the start-up factory only had more than 400 square meters of workshops, and more than a dozen workers worked hard, with an annual output value of only 5 million yuan. The market is mainly in Shanghai and Jiangsu and Zhejiang. Products and production methods are also the simplest packaging and processing of detergents and washing powders. "
After many twists and turns, the bee flower has finally developed into what it is today. Gu said: "Innovation is the life of our enterprise and our beautiful vision for the future. We grow in innovation and develop in innovation. "
Has the spring of domestic products come?
In many people's minds, bee flower is the light of domestic products. From the vigorous maintenance of netizens after bankruptcy rumors, we can also see its position in the hearts of the public.
For more than 30 years, bee flower can still adhere to the parity strategy, and it has also experienced many twists and turns.
According to public information, 1990, "Bee Flower" was broadcast on CCTV. Every day 15 seconds CCTV slogan: "cheap and good quality" is world-renowned.
However, the good times did not last long. From 65438 to 0994, the economic order in social transformation was once chaotic, and counterfeit and shoddy products emerged one after another. "The sales volume of bees dropped from 1 100 million to more than 70 million, and 500 workers were laid off to 200."
"Bee flowers face the challenge directly, and also seize the opportunity, adjust the development strategy, start the equipment transformation, concentrate on technological innovation, develop a series of new plant products, improve the marketing model, from single wholesale to simultaneous diversion into the market. By 2003, our income had increased from tens of millions to 300 million. "
Unexpectedly, three or four years later, there was another storm. "In about seven or eight years, our company has almost stagnated and made no progress." Until 20 1 1, the enterprise assets were straightened out, and another round of technological development and product innovation brought new vitality to the market.
The reporter of Shell Finance noticed that recently, on platforms such as Pinduoduo and Tik Tok, cheap domestic brands have attracted more and more attention, such as Hongxing Hongxing Erke, Warrior, Meijiajing, Bee Flower, etc., and the spring of domestic products has come?
"Today, the rise of domestic products is inevitable," said the founder. "China's economic development, national prosperity and the rise of a new generation of consumers are the background conditions for the rise of the national tide. The breadth and speed of the younger generation of consumers' acceptance of information have been greatly improved compared with the past. They grew up in a relatively rich material environment from birth, and their requirements for material consumption and aesthetics are higher than those of the previous generation or the previous generation of consumers. Another important reason for the rise of the national tide is national self-confidence. As China becomes more and more prosperous, people have more trust in domestic products, instead of thinking that imported products are the best as 10 years ago and 20 years ago. "
"The rise of domestic products is essentially that the people and fields in the people's freight yard have changed and the goods have changed." Wiki, the founding managing partner of Huaying Capital, told the reporter: "Specifically, the emergence of new people and various changes in consumption scenarios have given new brands a wave of opportunities, but when new brands grow to a certain stage, when these launch capabilities, marketing capabilities and new media capabilities become industry standards, everyone will face new challenges."
"In the process of adapting to this change, old brands also have the opportunity to rejuvenate. At the same time, time-honored brands also have advantages in supply chain, channels and products, and have certain commercial barriers. With the subsequent development, when new brands and old brands are familiar with Internet-based gameplay, they will stimulate each other and create new opportunities. " Vicky said.