Author |Golden knives
Edit | g3007
A new generation of laundry detergent, a new generation of people. The dosage is small, one to four;Strong decontamination, one to four;The time is short, one to four;Effort-saving, one to four;Save water and electricity, one to four;Vitality 28 laundry detergent, wear new clothes, really energetic, one to four. The advertisement is quite magical, plus the ending of the film "Vitality 28, Shashi Daily Chemical". Let this old domestic product, which was founded in 1982, be known by thousands of households through CCTV advertising. However, in the years that followed, Vitality 28 had an ill-fated fate and had almost disappeared from the market. It wasn't until September this year that the three uncles of its Chengdu foundry tried live streaming on Douyin, and the old domestic brand returned to the public eye.
If the three uncles who "don't know anything" can fight their way out of the red sea of live broadcasts, sincerity should be the only strategy they choose right.
In fact, as early as August, the foundry of Vitality 28 Chengdu has begun to test the water live broadcast with goods, because it is not familiar with the promotion ideas of the network, so the traffic in the live broadcast room is pitiful. However, the gears of fate began to run in September, and soon after the outbreak of the "Huaxizi 79 yuan eyebrow pencil incident", the topic of domestic products has reached an unprecedented height. As a representative of veteran domestic products, the vitality 28 live broadcast room is still very "unprofessional", and directly turns the live broadcast screen into the production line and the workers who come and go. It was also at this time that the popularity of the Vitality 28 live broadcast room began to increase, and the three uncles temporarily decided to start broadcasting urgently.
When the live broadcast began, the three uncles were like young people who had just graduated and joined the workforce: young, shy and unprofessional. On the one hand, they only dare to call the audience "children" for the audience who come in, on the other hand, they will not put the link on the shelves at all, and they don't understand "the little yellow car has run away", and the majority of enthusiastic netizens even opened the ** teaching mode for the three uncles. is this kind of live broadcast that looks very simple, without pretending to be crazy and stupid, without shouting and singing and dancing, but it has won the hearts of netizens. According to the data on the Internet, on the night of September 13, the sales volume of Vitality 28*** exceeded 500,000 orders for the first time, with sales reaching nearly 5 million yuan and more than 1 million new fans in a single day. Immediately afterwards, the entry "moved by netizens in the Vitality 28 live broadcast room" rushed to the hot search.
On September 17th, another incident completely pushed the Vitality 28 heat to a climax. The reason is that when Vice President Hu Wenzhong counted the goods, he found that about 230,000 orders of laundry detergent were 10 yuan higher than the original price. Hu Wenzhong immediately decided that all the overcharged 2.3 million yuan must be returned to consumers. This decision caused the word-of-mouth of the Vitality 28 live broadcast room to soar instantly, and the number of fans exceeded the 5 million mark in just a few days.
In the face of the pouring wealth, the three old men did not float. In Douyin** released on its official account, it usually starts with "Dear Cloud Shareholders", and then starts to report work. Once, the "sensible chairman" (officially modestly proclaimed) reported to more than 7 million cloud shareholders very seriously, saying that after the shareholders' meeting, the product was ready to start from 99 yuan raised to 999 yuan, ** range of 009 yuan. Netizens jokingly said, "If you don't need to open a board of directors in the future, you can decide for yourself!."Seeing such a serious expression and tone, I thought there was something big about it, hearing from 99 rises to 999 burst out laughing on the spot. This strong contrast effect is in line with the appetite of contemporary young people. At the same time, it just so happened that the outbreak of the Dongfang selection incident also had another wave of divine assistance. Dongfang selected Xiao Sun to drop his mobile phone in the live broadcast room and wanted to hold a meeting for the audience, which caused public anger, but at the same time, the vitality 28 live broadcast room reported to the majority of netizens respectfully. The huge contrast between the two has also created a lot of hot comments on the Internet, such as "I am a dignified Vitality 28 cloud shareholder, how was I held a meeting by Dongfang Selection", "Vitality 28 reported to people, and Dongfang Selection forced consumers to hold meetings after work". Although Vitality 28 did not take the initiative to take advantage of the popularity of Oriental selection, it gained more fans because of its humble attitude. As a vertical single product live broadcast room, the number of people has stabilized at more than 10,000, which is a very remarkable data.
Vitality 28*** live broadcast room became popular this time, and directly broke the dimensional wall, although there are accidental factors (Li Jiaqi Huaxizi incident), but there are some inevitable factors in the accident:
1.The rise of domestic products
It's not that big brands can't afford to consume, but domestic products are more cost-effective. This slogan shouts out the voices of the contemporary post-95s and post-00s, and also makes domestic products harvest a lot in 2023. More and more old domestic brands have begun to emerge in the field of vision of young people. After the Huaxizi incident, although Huaxizi's performance declined, brands such as Bee Flower, Shanghai Sulfur Soap, White Elephant, Lotus MSG, Yu Meijing and other brands took over the baton perfectly and successfully took over the huge domestic fan base. Vitality 28, as a domestic brand established in the 80s of the last century and once a household name, first has the prerequisites for a big fire.
2.*Affordable
Since Zhong Xuegao's "Ice Cream Assassin" incident became famous all over the world, people's attitudes towards domestic products have reversed polarly. On the one hand, everyone is willing to support the rise of domestic brands with practical actions;But on the other hand, people hope that domestic brands can shoulder the responsibility of "good quality and low price", instead of being praised and floating in the air, defeating foreign capital and becoming "industry assassins". The product pricing of the Vitality 28 live broadcast room is just high quality and low price. During a live broadcast, some netizens asked whether it would be possible to make money by selling such a low **, and the three uncles said: "Although we don't make much, we still have a little profit, we still want to make a long time and give the children some benefits." Now that the factory has expanded, there are more than 200 people, and the upstream and downstream industries have also been revitalized. This kind of sincere attitude, combined with the same sincere **, even young people who don't understand the past glory of Vitality 28 are easy to place an order to try.
3.Sincerity
The Vitality 28 live broadcast room did not invite high-value anchors, and some were just ordinary-looking uncles next door. This seemingly absurd and uninhibited combination actually has the potential to become popular. After the audience is tired of watching the live broadcast room of beautiful women and handsome guys, there is suddenly this kind of uncle-next-door live broadcast room, speaking a mouthful of salt and pepper Mandarin, selling affordable domestic goods, and from time to time they have to "report work" to the audience sincerely, which can accumulate audience popularity.
In addition, the three uncles will also regularly send ** to report to fans, how much percentage has the performance of a product improved recently, and what is the decontamination effect, although it is still an advertisement to promote the product, but the sincere attitude makes people feel not disgusted, and they are even willing to take the time to read the whole **. This kind of humble attitude can be regarded as a clear stream when the live broadcast industry is generally dragged to the same level as two or five million. Especially when encountering the domineering attitude of Dongfang Selection Xiaosun, consumers will naturally choose to vote with their feet.
However, we should also see that in addition to the fact that the parent company of Vitality 28 has been in trouble, there are also hidden concerns in the live broadcast room. From the current point of view, it is true that the live broadcast has achieved initial results, but the lack of sustained attraction of this single product live broadcast room, as well as the gradual dissipation of audience enthusiasm, will become a major challenge for the dynamic 28*** live broadcast room in the future. Now the first step in Douyin has been completed, but there is still a long way to go for Vitality 28 to truly come back to life and return to its previous peak state.
The same dilemma will also appear in brands such as Bee Flower, Shanghai Sulfur Soap, White Elephant, Lotus MSG, Yu Meijing, etc., and there is still a way to go for domestic products to really rise.
The general trend of the world, the vast soup, those who go along with it prosper, and those who go against it die. "Vitality 28 and other domestic products have taken the first step to success by following the trend and actively embracing the Internet live broadcast platform. Similarly, under the consumption concept of "only choosing the right one, not choosing the expensive", consumers are more rational, and the old domestic products with sincerity as the nirvana continue to cultivate the internal strength of the product, as long as they continue to make efforts in channel selection, pricing and other aspects, it is likely that the performance will be red all the way.
Vitality 28 responded to the unexpected explosion of the elderly anchor group