Domestic brands become popular on back of online support

2023-09-18 09:02:52Global Times Editor : Li Yan ECNS App Download

Some domestically produced products which offer quality assurances have become extremely popular, with certain brands even selling out, while netizens engage in heated discussions and offer practical suggestions in support of domestic products.

The domestic brand Fenghua, also known as Bee & Flower, is specialized in producing shampoo, conditioner, as well as skincare and cleansing products. Fenghua has launched three new cleansing packages priced at 79 yuan ($10.79) through its live streaming platform, and released a video stating, "whether salaries increase or not, Fenghua will not raise prices." It has been called the "most down-to-earth business battle" by netizens.

The topic "Fenghua Business Battle" topped the Sina Weibo hot search list on Wednesday, with the domestic brand officially announced that due to insufficient production capacity, current product lines are sold out.

On the same day, Fenghua's flagship store on major digital platforms rose by 500,000 followers in one day, while its live broadcast room also displayed the words "rational consumption."

Additionally, more domestic brands such as HongXing Erke, Shanghai Baiyu Toothpaste and Shanghai Sulfur Soap all announced 79-yuan package a day later.

Also on Thursday, the children's skincare brand Yumeijing registered accounts on short video platforms Xiaohongshu and Douyin overnight, with netizens jokingly said that these brands finally joined the internet. According to media reports, its first live streaming sales exceeded 1 million yuan.

These came after makeup and beauty influencer Li Jiaqi made "inappropriate remarks" on September 10 targeting a netizen who complained the eyebrow pencil from a home-made brand Huaxizi priced at 79 yuan was "too expensive."

In addition to their "business battle," domestic brands' "team-building style" live streaming has also attracted customers' attention.

According to media reports, when entering the livestream rooms for a number of domestic brands, one can see a variety of domestic products neatly arranged in front of the camera. After the products of its own brand in the livestream room are sold out, the host starts to introduce products from other domestic brands.

On Saturday, the official account for Fenghua said after selling out that it would help promote domestic brands that missed out on the business battle. Many official accounts of domestic brands such as Malawangzi and Luhua left comments hoping to get help. Netizens commented that Fenghua has sounded the call for the gathering of domestic brands.

Other netizens suggest that a chain of domestic products supermarkets could be established, especially in rural areas. When more people realize that buying domestic products is a patriotic act, they will definitely be willing to do so.

According to media reports, the popularity and sold-out status of many domestic products is due to their successful tapping into current market demand positioning themselves as being cost-effective and affordable, commentator Xie Xiaowen said.

Fenghua has received no government penalty in its 38 years of operations, indicating that the enterprise does not relax quality because of low prices, according to the Economic Daily.

In addition to recent popular Chinese brands, others like Huili shoes and Refosian silks and satins have long been well-known both domestically and internationally, due to their exquisite craftsmanship and superior quality.

Regarding the Huaxizi incident, some netizens commented that instead of spending money on marketing, it is more important to focus on ensuring high quality, which is the fundamental aspect of developing domestic products.

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