Why did Red Star Hongxing Erke suddenly lose popularity? Red Star Hongxing Erke has been popular for more than three months because of donations. Domestic consumers pay less attention to this domestic brand, and offline stores are becoming more and more deserted. Why did Red Star Hongxing Erke suddenly get angry?
Why did Red Star Hongxing Erke suddenly get angry? 1 Internet celebrities are just snow floating in the sky. A friend's earlier prediction was unfortunately fulfilled in the red star Hongxing Erke. Red Star News 20211.3 reported a story entitled "Red Star Hongxing Erke Donation Explosion 100 Days: Nearly 10,000 people go through customs every day, and the flow of people in the store is greatly reduced", which mercilessly uncovered a scar on Red Star Hongxing Erke.
As a domestic brand, Hongxing Hongxing Erke became an instant hit and was hit by a rainstorm in Zhengzhou, Henan Province in late July of 20021year. Zhengzhou, where the city was flooded overnight, attracted the attention of the whole country. At this critical moment, Red Star Hongxing Erke, as a struggling enterprise, publicly announced a donation of 50 million yuan to the disaster-stricken areas in Henan. This charity not only touched the people in Zhengzhou and Henan, but also inspired many people in the country. For a time, many people went to the sales studio of Red Star Elk to support the charity activities of donating 50 million yuan by purchasing the products of Red Star Elk, and some even proposed "wild consumption" to praise Red Star Elk.
The so-called "wild sale" means that it is useless to buy anything after receiving the goods. As long as it is sold by the red star Hongxing Erke, it will buy everything, so that "even the clothes on the model will be stripped off", which is called the red star Hongxing Erke who supports the bankruptcy donation.
I don't know. It's only been over three months. Consumers who rushed to Red Star Hongxing Erke's physical store to punch in or even "buy 500 compensation 1000 and run" once supported the fans of Red Star Hongxing Erke and made a 180 degree reversal. According to Red Star News, although the current number of fans of Red Star Hongxing Erke Tik Tok platform is 6.5438+0.4556 million, the data shows that "the increment in the past month is-269,000, and nearly 10,000 fans are lost every day".
Why is there a phenomenon of nearly 10 thousand powder falling in one day?
Red Star News quoted netizens as saying that "Red Star Hongxing Erke's style is old and the quality is not good" and "the advertising creativity is not novel enough". Especially during the period of supporting the donation of Red Star Hongxing Erke, many people "brushed interesting comments in the live broadcast room with curiosity" and "found that some styles were not attractive to themselves and the premium space was limited compared with other big brands", so they stopped spending. Others think that "shoes don't need to be bought as often as food." I bought shoes before, and I don't need to buy them again in a short time. "
In other words, except for some netizens who don't need to buy shoes and other products for the time being, the biggest reason for losing powder is that "Red Star Hongxing Erke has an old style and poor quality".
In other words, although making use of people's kindness to donate money to the disaster area can cause a sympathetic consumption upsurge, especially with the encouragement of some people's "crazy consumption", some people may spend irrationally, causing a fire in the red star Hongxing Erke. "Sales soared 52 times, with total sales exceeding 22 million yuan, and many products were once out of stock." However, if we don't work hard on quality, the marketing model will change rapidly with time, and fans can't be willing to stick together to show "loyalty". In the end, they will be influenced by market forces and can't keep consumers, especially "wild consumers".
Why did Red Star Hongxing Erke suddenly fail to catch fire? After the torrential rain disaster in Henan, it once again showed the spirit of "one side is in trouble, and all sides support it", at the same time, it also gave a chance to domestic brands struggling on the edge of life and death.
For example, Huiyuan Juice, Hongxing Hongxing Erke and other domestic time-honored brands have made huge donations to Henan even though their operating conditions are not optimistic. This social responsibility behavior instantly aroused the national feelings of consumers in China.
Affected by this, domestic related products sell well all over the network, especially Red Star Hongxing Erke. Online live broadcast rooms have been snapped up, and offline stores are crowded. But now, three months later, it is another scene.
290,000 powder drops in 30 days
Red Star Hongxing Erke has been popular for more than three months because of donations, and domestic consumers' attention to this domestic brand has declined.
While the offline stores of Hongxing Hongxing Erke are getting colder and colder, the number of fans in online live broadcast rooms or flagship stores is also decreasing.
According to Sina Technology, the data of Tik Tok, the flagship store of Red Star Hongxing Erke, shows that the number of fans of Red Star Hongxing Erke dropped by 290,000 in 30 days, which means that almost 1 10,000 fans were lost in one day.
On July 23rd, the sales volume of Red Star Hongxing Erke surged by 52 times, and the total sales volume exceeded 22 million. According to the data of Feigua, in the week before 1 1, the total sales of 9 live broadcasts in Hongxing Hongxing Erke Live Room was only 3 million yuan.
Weibo, a well-known social platform, also has no Hong Xinger to be on the hot search list.
In the era when traffic is king, this domestic brand has experienced a great contrast between glory and decline in just one quarter.
Popularity is just a flash in the pan.
According to the data of Hui Ke Communication Industry public opinion monitoring, the total sound volume of Red Star Hongxing Erke increased sharply from July, reached its peak in August, and then fell off a cliff, and stabilized since September.
During this stable period, Red Star Hongxing Erke once again caused a heated discussion because of donating 20 million yuan to Shaanxi, but this time it only lasted less than a week.
It can be seen that the popularity of Red Star Hongxing Erke is only a flash in the pan in the right time and place, and the enthusiasm of domestic consumers for domestic products seems to be only a temporary fever.
Just like when netizens recharged the official Weibo member of Red Star Hongxing Erke to 2 140, a temporary impulse does not mean that the enthusiasm of netizens will be as stable as data after a hundred years.
So, what is the reason? When the passion of perceptual consumption gradually cooled down, what caused those consumers who shouted "wild consumption" and made Red Star Hongxing Erke's chairman "mind your own business" to start to divert their attention?
In my opinion, on the one hand, because perceptual consumption is a staged behavior, when consumers' psychology gradually tends to be rational, they will naturally not continue to "wild consumption".
On the other hand, this is because Red Star Hongxing Erke does not have the brand power to keep the heat.
There are many factors related to brand power, such as enterprise values, brand connotation, product quality, cost performance, design and so on. These are closely related to whether consumers really recognize this domestic brand.
Just as some consumers who also participate in "wild consumption" said, the quality of Red Star Hongxing Erke's products is ok, but the wearing occasions are limited and the texture needs to be improved.
Domestic brands are expected to break.
In short, the author believes that there are many factors that lead to Hongxinke's failure to retain "wild consumers", but it is gratifying that Hongxinke and his leaders are rational enough when the traffic tide sweeps.
After the popularity broke out, Red Star Hongxing Erke did not take the opportunity to harvest the realized flow of consumers, but continued to go its own way to meet the current shopping needs of consumers as much as possible.
Moreover, when the inventory was robbed, Hongxing Hongxing Erke also called on consumers to stop placing orders or refund, so as to ensure the rights and interests of consumers and reduce the pressure on the production line.
Although it can't be done once and for all, domestic sports brands are welcoming a new round of development opportunities at a time when the ideology of domestic consumers is gradually changing.