Bags / Shoes & Accessories

Sold out

In addition to Moutai, Hongxing Erke is probably the second brand with zero inventory pressure this year.

The only pressure may come from the fact that production cannot keep up with the consumer demand of users. The production base in Ziyang City, Sichuan Province originally produced 11,000 pairs of shoes per day. Now it has worked overtime to increase the output to 12,500 pairs, and the shipment volume has increased from the daily average. 4000 orders soared to seven or eighty thousand orders. Even so, there are more than 400,000 orders waiting to be shipped.

"I want to buy the Hongxing Erke sewing machine to smoke," some netizens said. It is sold out immediately after launch, which has become the norm in Hongxing Erke's live broadcast room recently.

Even these days, Hongxing Erke had to announce that the live broadcast will be temporarily closed until 12 o'clock on July 29th. The reason given is that "many orders need to be processed urgently."

The origin of this series of events began with its 50 million donation.

At 8 pm on July 22, "Hongxing Erke's Weibo comments are so sad" appeared on Weibo hot search; an hour later, the topic "Hongxing Erke donated 50 million to help Henan" again appeared on Douyin hot search.

At the moment, the hot search on Weibo (graphic) and Douyin (video) at the same time has become the "gold standard" for judging whether a topic has the potential to explode.

If we analyze the reasons why Hongxing Erke was "explosively bought", the sense of justice and participation are two indispensable points.

In terms of user mentality, netizens' sense of simplicity and justice is becoming stronger. Emotions between individuals continue to gather, brew and erupt, often leading to collective positive actions.

In terms of user behavior, netizens are eager to participate deeply in hot events. The rapid development of the Internet has ushered in the trend of "integration of transmission and reception", forming a state of "audience as communicator". People no longer passively wait to receive information, they hope to join the trend of co-creating hot events.

Whether onlookers, forwarding, second creation or purchase, it has become the concrete bearing of this sense of participation.

Hongxing Erke's "wonderful" well-intentioned fans in Henan have turned into consumers' support for the brand's "wild consumption". Even if the boss of Hongxing Erke, Wu Rongzhao, repeatedly emphasized "purchase on demand and consume rationally", he could not stop the enthusiasm of netizens.

The netizen god comment in the Douyin live broadcast room

27 hours of outbreak

Looking back at the whole process of Hongxing Erke's topic fermentation, you will find that "instantaneous burst" has become a typical feature.

The so-called instantaneous burst refers to the rapid accumulation and release of sound in a very short period of time. This process is often accompanied by the appearance of the ring-breaking effect, and the influence is like a snowball showing the characteristics of geometric multiplication.

If the data is outlined as a chart, the curve of its rise is not a slow upward curve, but like a straight cliff "in one step."

In order to verify the authenticity of the subjective judgment, I found a set of huge arithmetic data, which also confirmed the previous view.

Judging from the broadcast data, July 22 became an obvious turning point.

Before this time node, the single-day playback volume of related video content of Hongxing Erke remained below 200,000. For the Douyin platform with huge public domain traffic, such video playback volume is not prominent.

However, on the 22nd day when the topic of rainstorm donations continued to ferment due to hot searches, the number of views of related video content reached 83 million times, and in the following days, it increased to 1.04 billion times, 4.68 billion times, and 6.59 billion times.

Counting from the appearance of the first Douyin hot search at 9 pm on July 22, the average daily playback volume of Hongxing Erke-related short video content has increased from 10,000 to 100 million, which occurred in only 27 hours.

At the same time, the growth trajectory of related video like data is also similar to that of playback data.

Before the 22nd, the total number of daily likes for brand-related video content was less than 10,000, and the data performance was not as good as that of mid-waist KOL; but by July 25, the single-day video playback volume had reached 203 million, becoming the most sought after by users on the platform brand.

Regardless of whether it is played or like data, this kind of start of Hongxing Erke has been rare in recent years.

From a fringe brand that faded out of the public's field of vision to return to the center of the mainstream public opinion stage, this dramatic change happened unexpectedly and swiftly.

Investigating the reasons behind the instantaneous burst of sound volume of Hongxing Erke is nothing more than the following three points:

First, the content fission capabilities of social and short video platforms.

Social platforms rely on user reposting to spread content out through social chains; the innate advantage of short video platforms such as Douyin is that it does not even require active sharing by users, as long as the content finish rate or play like rate (Hongxingerke related video The content’s playback praise rate has increased from 1.4% to 3.0%), which will be recognized by the distribution system as high-quality content and spread to more users.

Therefore, the fission ability will be infinitely amplified in the content distribution mechanism of Douyin. In such an environment, as long as there is a snowball phenomenon, the ring breaking effect is naturally fast and fierce;

Second, the enthusiasm of users to actively participate in content creation.

Just like the “integration of transmission and acceptance” mentioned earlier, current users are often proactively involved in creation driven by their desire for expression. When new content creators continue to pour in and contribute content, the popularity of related topics will be maintained or even further increased.

For example, Cao Xiong, a music teacher in Yunnan, collected comments from Hongxing Erke's live broadcast room and created a song called "I don't lack shoes, but I want to buy a double Hongxing Erke". After organizing students to sing and make videos and upload them on Douyin, the content of the "Cao Xiong-Little Bear Teacher" account received 162,000 likes and 13,000 comments.

Related derivative topics of Hongxing Erke

Finally, the self-driving characteristics of the Internet topic itself.

In the current content ecology, self-driving is a key element that cannot be ignored, that is, hot topics have the ability to derive other topics in a rolling manner after the second creation of UGC.

A typical case is that in the hot spots of Michelle Ice City, "Go to the store to sing the theme song" is a surrounding topic spontaneously produced by Douyin users. In this Hongxing Erke case, similar situations were not absent. #鸿星尔克直播间#当画师遇上鸿星尔克#鸿星尔克yyds and other hot topics are also driven by ordinary users, and the popularity of related topics has exceeded 100 million.

The strong fission ability of the platform, the strong desire for active expression of users, coupled with the mechanism of Douyin and other platforms that can continuously produce subtopics under hot topics, the superposition of these complex factors together contributed to the sound volume of Hongxing Erke within 27 hours Instant burst.

Traffic is sales

Compared with the recent Michelle Ice City, Hongxing Erke has both similarities and differences.

The similarity is that they all benefit from strong content platforms such as Douyin and Weibo, which have attracted strong attention from the public in a short period of time; the difference is that the purchase of Michelle Ice City drinks needs to be transferred to offline stores, and the conversion of Hongxing Erke can be directly Completed through the online live broadcast room.

Before the 22nd, Hongxing Erke's Douyin live broadcast room maintained a live broadcast of 4 to 11 hours a day. The day with the largest number of viewers occurred on July 14, with 70,000 people watching, and the total viewing time was 680 hours.

But the data changed dramatically after July 22.

On the second day after the topic was on the hot list, 56.32 million people poured into the live broadcast room, and 1.19 million hours of single-day viewing time surpassed the sum of the past four to five years. Among them, 2.48 million settled as followers of the official account of Hongxing Erke;

On the 24th, the data rose further, with 140 million users watching the live broadcast, and as many as 4.66 million people successfully settled in the corporate private domain operation position. On Douyin, 140 million people watched the same live broadcast. This amazing data is far beyond expectations.

As for the core performance of bringing goods, we can also see the huge energy released.

According to the monitoring data of the new Douyin platform, by the afternoon of July 25, Hongxing Erke had sold 612,900 items in the Douyin live broadcast room alone, and the sales successfully exceeded the 100 million yuan mark. It is worth noting that this is obtained under the background that the customer unit price is only 163.22 yuan, and the user's enthusiasm for participating in the purchase does not need to be repeated.

Recently, a series of events have increasingly shown that netizens have begun to show a mental state of convergence, which can be summed up as "viewing is action, traffic is sales".

The Internet platform is the core driving force for this trend to truly land.

In the process of wild consumption by users, the live broadcast room, as an instant conversion channel, has become a destination for the emotional expression of netizens, and the distance from traffic to sales is greatly shortened.

It is worth noting that the integration of communication channels and sales channels is becoming an irreversible trend. For example, the deep binding of Douyin's corporate account and stores creates more room for operation for "viewing is action, traffic is sales".

For example, from July 23 to July 25, users searched for "Hongxing Erke" every day in the range of 15 million to 41 million times. A large number of users took this to enter the search result page, and the first content displayed was the "Hongxing Erke Brand Official Flagship" account.

After clicking into the account, the user can easily find the "shop merchandise" button, and click again to go directly to the brand's official flagship store to purchase merchandise.

Under the concept of "one store in one", topics and content can precipitate a large number of private domain users for the brand; as a private domain account of the business position, it can also provide users with a channel to purchase goods.

According to data, as of July 2021, the number of enterprises that have settled on the Douyin Enterprise Account has exceeded 8 million. In 2020, the daily average daily views of the Douyin Enterprise Account will exceed 20 billion. In the first half of 2021, the number of Douyin Enterprise Account shopping cart hits will be exceeded. The increase reached 77%. Douyin Private Domain is becoming a new engine for business growth.

Domestic brands: flow and retention

Regarding how to take advantage of new media, it seems that domestic brands have accumulated a lot of experience. For example, as the chairman of Hongxing Erke, Wu Rongzhao's performance in this incident was well received.

On content platforms such as Douyin, he will personally respond to various questions and suggestions from consumers to Hongxing Erke in a low profile, and will narrow the distance between the brand and consumers in a personalized way;

At the same time, he also successfully authenticated his personal Douyin account on the 24th and has gained more than 12 million fans. The single thank-you video released on the 25th has been liked nearly 7 million times.

In addition to Hongxing Erke, people have also recently concentrated on streaming into the live broadcast rooms of more other domestic brands, and the live broadcast rooms have also become users' emotional release and attention ground.

For example, after July 24, the single-game sales of the Guirenniao Douyin live broadcast room doubled; Huiyuan increased 2.46 million fans in the three days from 23rd to 25th, while the number of fans before the increase was only 49,000.

From the early termination of Han Shu's contract to the recent Hongxing Erke, the recent series of brand events have shown a very consistent logical chain-the starting point of the chain starts with the brand's agile response to emergencies, but can the company bear the enthusiasm from consumers But it tests the operator's ability.

For the brand side, it needs to work hard on at least two levels:

First of all, it is necessary to make it clear that "a thousand miles is not a day's work." The instantaneous burst of traffic often provides a window of opportunity for the brand to develop, but whether it can sustain the traffic requires both short-term strategies and long-term operations.

For example, whether the enterprise account conversion link has been established, or whether the host in the live broadcast room has the proficiency and professional skills, will affect the final acceptance level.

Second, it is necessary to clarify the importance of operating new media accounts in a matrix manner. For example, Hongxing Erke currently has as many as 20 official accounts on Douyin, and many of them have rapidly increased their followers in recent days.

The number of fans on the most official flagship store account has crossed the tens of millions threshold, and another 6 accounts have reached the millions of fans. The enterprise number matrix with clear division of labor can precipitate different types of consumers into different business positions, and enterprises can also produce and distribute content in a targeted manner.

Domestic brands are ushering in an unprecedented window of development opportunities and continue to benefit from the more easily aggregated traffic. But at the same time, they also need to think about a new problem, that is, how to turn "flow" into "reserve."

In other words, it is not only necessary to gain the favor of users by showing the correct values, but also to think about how to take over and operate these users attracted by the values.

At least for now, domestic brands have done a good job in this regard. For example, by making good use of the huge traffic and operating advantages of platforms such as Douyin, they have successfully achieved a win-win situation with users and society.