"Xinjiang Cotton Incident" Makes Chinese Consumers Pay Attention To The Consciousness Of Domestic Products

Since hongxingerke announced to donate 50 million yuan to the disaster area of Zhengzhou, hongxingerke quickly went out of the circle. According to incomplete statistics, the audience of the live broadcast room of Hongxing Erke tmall broke through to 2 million on July 22 from the past 10000. In terms of tmall data, the sales volume of Hongxing Erke tmall flagship store increased from hundreds of thousands of sales per day in the past to nearly 11 million and 90 million from July 22 to 23.

Different from the traditional marketing methods, hongxingerke's going out of the circle, to some extent, is a typical emotional marketing event under the influence of the consciousness of domestic products. Donation out of the circle is the direct motivation of hongxingerke, but whether it can be sustained or not still depends on its product strength. Based on this, this paper will focus on hongxingerke's out of the circle and analyze it.

01 what is the consciousness of domestic products?

If you want to understand the logic behind hongxingerke's going out of the circle, we should first clarify a concept: the consciousness of domestic products.

As the name implies, the awareness of domestic products includes people's national feelings for local brands, utility evaluation and purchase intention. From the perspective of history, the consciousness of national goods is the product of national capital under the strong impact of foreign capital. After the Sino Japanese War of 1894-1895, with the invasion of foreign capital and enterprises, the newly rising national enterprises suffered a heavy blow. In order to protect the national enterprises, one of the important measures is to "advocate domestic products and resist foreign goods".

The consciousness of domestic products is often called "consumer ethnocentrism".

The researchers of consumer ethnocentrism have found that: when buying goods, consumers with high ethnocentrism tend to prefer and buy more domestic brands, while they are biased against foreign brands. They think that buying foreign products will threaten national enterprises and damage the national or national brand. In serious cases, they will think that it is immoral to buy foreign brands and cause moral conflicts in their hearts.

In terms of different regions, in developed countries or regions, consumers prefer local brands and are resistant to foreign products. In most underdeveloped countries or regions, although consumers do not reject local brands, they tend to prefer foreign brands from developed countries. There are differences between consumers in developed countries and those in less developed countries in terms of brand origin effect, It mainly comes from their long-term stereotype that brands from developed countries are of high quality and advanced technology, representing fashion trends.

Returning to the view of consumption, the consciousness of domestic products is the direct reflection of consumers' national feelings in the field of consumption.

We often emphasize the economic threat of "foreign brands", which makes many people associate the purchase of domestic products with patriotism. At the same time, many domestic manufacturers focus their marketing propaganda on the national feelings of consumers, and take the opportunity to appeal to Chinese people to use Chinese products, "Chinese style of * * air conditioning", "Haier, made in China" and "extraordinary coke", These are typical examples of the intention to enhance the influence of domestic awareness on consumers' purchasing behavior.

Why did the consciousness of domestic products explode on hongxingerke

Hongxing Erke's out of business circle and sales volume skyrocketed are essentially the result of the outbreak of awareness of domestic products.

The problem is that the awareness of domestic products is not new, but why the hongxingerke donation incident can become a tipping point is worth studying. Before we start, let's review the "cotton in Xinjiang" incident earlier. In March this year, H & M group issued a statement to "stop using Xinjiang cotton", which caused many discussions and indignation. Then, the statements of Nike, ADI, UNIQLO and other foreign brands to draw a clear line with Xinjiang cotton were also picked out by netizens.

In a sense, "Xinjiang cotton incident" makes Chinese consumers begin to re-examine overseas brands and domestic brands.

On the one hand, overseas brands cut raw material procurement due to political factors, which has a long-term negative impression on the development of the Chinese market, especially the sales channels, marketing media and customer cognition. Especially after this incident, star artists have terminated their contracts with foreign brands. In a long period of time, it has become more difficult and costly for foreign brands to obtain domestic endorsements and hold large-scale marketing activities, which makes it difficult to achieve the exposure and high flow in the past.

On the other hand, with generation Z becoming the leading force in the domestic consumer market, local brands are constantly narrowing the gap with overseas brands through innovation in design, R & D and marketing. Driven by cultural self-confidence, generation Z has a stronger preference for local elements, and the trend of national tide is irresistible. As an old brand of domestic sports, Hongxing Erke is in line with the local positioning of Chinese consumers, This is the first premise of going out of the circle.

The holding of the Tokyo Olympic Games, let this emotional point to the peak.

From the past experience, large-scale sports events tend to make consumers' patriotic consciousness and sports enthusiasm surge, which has a great impact on the local sports market and local sports brands. Taking the 2008 Beijing Olympic Games as an example, at that time, the domestic sports enthusiasm was greatly improved, and the domestic sports shoes and clothing market scale achieved a high growth of more than 30%, and the compound annual growth rate was about 16% from 2007 to 2011. Relevant data show that during 2008-2010, the market share of Li Ning, Anta and other typical domestic sports brands increased significantly, while the shares of Nike and Adidas decreased significantly.

In addition to social environment and other factors, hongxingerke's own sports brand tonality is also one of the reasons.

As we all know, the technical barrier of sports brand industry is not high. Because the industry generally outsources the production process and there are many competitors in the sports clothing industry, the homogeneity of sports products is high and the difference is small. In order to gain competitive advantage in the competition, we need to have a deep understanding of the essence of sportswear: why do consumers wear sportswear?

At present, the domestic sports market is mainly divided into three echelons: the first echelon is the foreign brand represented by Nike and adddas and the first-line brands, which act as the leading players in the industry; The second tier is the domestic first-line brands represented by Li Ning and Anta, which are the challengers of the industry; The third echelon is represented by Tebu, hongxingerke, 361 and peak.

Sportswear industry is like a pyramid. The first level is the most basic products, the second level is to improve sports performance, and the third level is to connect sports spirit. Therefore, it is difficult to carry out product differentiation by relying on this market alone, because the number of sports enthusiasts and professional athletes is not large, and the focus is only on the basic functions of the products. The reason why most consumers buy sports products is that they want to link the spirit of sports with themselves.

Under the background of spontaneous donation, hongxingerke products have naturally become the pronoun of "patriotism" and "dedication", bringing different labels from other sports brands. Therefore, in addition to encouraging the dedication of enterprises, the core reason for consumers to purchase products is to connect the dedication with themselves and realize their personal social value through purchasing behavior.

Can hongxingerke phenomenon last?

It can not be denied that hongxingerke has become the beneficial forerunner of the outbreak of the consciousness of domestic products, but whether the hongxingerke phenomenon can be replicated is still worth pondering.

From the point of view of the consciousness of domestic products, this awareness mainly stems from the competition and threat avoidance brought by the foreign economy. Therefore, when consumers claim to support domestic brands, they mostly express their opposition to foreign brands. It should be noted that consumers often express "what should be performed" under the social environment and moral standards, but their attitude tendency is not steady, and will change with the specific nature of the situation.

It can be seen that the outbreak of the awareness of domestic products has timeliness, and will fade with the end of the corresponding events.

On the other hand, hongxingerke's going out of the circle is essentially due to the active donation behavior of enterprises, which is not commercial in nature, but stimulates the consumers' desire to buy back. However, when the enterprises intentionally combine the awareness of domestic products with commercial behaviors, not only the business model is single, but also the stimulation of national emotions may not get the corresponding expected effect.

For example, Wahaha once launched "extraordinary coke" and "Chinese people's own Cola". MetS Bonwe designed the creative elements with cultural imprint of "I am a new Chinese product" in T-shirts. The "Chinese taste" liquor produced by the high-end brand "Guojiao 1573" of Huzhou Laojiao group intended to use "National brand" as a sales means, The end result is also obvious.

Returning to the rational point of view, the consciousness of domestic goods can only be regarded as the result of short-term outbreak.

It is a fact that hongxingerke did not operate well earlier, the main reason is the lack of core competitiveness. Take Li Ning, a first-line sportswear brand, as an example. It has achieved brand rejuvenation in 14 years. Brand promotion often appears in the fashion centers such as New York Fashion Week and Chengdu taiguli; Product technology, retail channel and supply chain improvement are ongoing, which Hongxing Erke lacks.

The consciousness of domestic products is not a life-saving straw. If hongxingerke wants to maintain the waste heat, product strength is the key.