Wang Xinling's "Book" Hongxing Erk, then the wild consumption tide

Jimu Journalist Zhou Dan

Intern Peng Siwen

Wang Xinling Wang Xinling, who burst into fire again on "Broken Wind", recently posted a photo of her own training on Weibo. The netizens at the sharp eyes found that she was wearing a domestic brand Hongxing Erk from head to toe. Sell ​​59 yuan. Compared with the price of tens of thousands of yuan in clothing, this price can be described as a "close to the people."

Although some netizens questioned whether this would be an advertising marketing, the fact is that this time "Wang Xinling" Hongxing Erk was selling again. Since the donation of heavy rain in Zhengzhou, Henan last year, Hongxingrke has encountered a "wild consumption" wave over the past year. When "wildness" fades, how to keep redness may be a question that Hongxingrke needs to think about.

Wang Xinling quickly became popular

No one expected that after the third season of "The Sister of the Wind", the first sister of the first fire would be Wang Xinling. With a sweet smile of "Love You", the "Sweetheart Lord" quickly triggered a wave of "memories killing" in the entire network.

The Weibo that triggered heated discussion (Wang Xinling Weibo Screenshot)

On June 10, Wang Xinling took his training on Weibo. Netizens quickly recognized that from clothes to shoes, she was wearing domestic brand Hongxingrke. The sharp -eyed netizens went to search the same paragraph and learned that the actual price of the T -shirt worn by Wang Xinling was only 59 yuan, the pants were 129 yuan, and the shoes were 259 yuan.

Some netizens asked: "Can we wear Hongxingrk as sweet as her?"

Some netizens directly spoke with action and decisively placed the same paragraph.

Not only that, but also enthusiastic netizens directly on Weibo@不 不 不 Wu Rongzhao: "It's time to jump a song" Love You "to respond to Sister Xin Ling, or ask her to endorse."

Wu Rongzhao, president of Hongxingrk, responded to this humor: "Make up a bronze board."

However, some netizens questioned: "Will it be an advertising marketing?" It also shows that in 2020, before the official announcement of "Xiao Yue Yue" Yue Yunpeng, the fellow villagers have performed with "Xiao Yueyue" on the Internet. The interesting interaction was also very eye -catching.

Whether this wave of heated discussions is the advertising marketing of the brand will give us answers. However, the fact that the naked eye is the naked eye is that Hongxingrk's online and offline sales have once again ushered in growth, and the "Wang Xinling" clothes and shoes are even more explosive.

The same products in Wuhan stores are hot -selling

On June 20, Jimu Journalists visited a number of Hongxing Erk offline stores in Wuhan.

Wuhan offline Hongxing Erk Store

At the Hongxing Erk Wuhan Dali City Store, the clerk introduced that since Wang Xinling's same bread shoes are the style of last year, the store has been sold out of the shelves, clothes and pants have recently burst into fire, and the store has not reached the goods. "If you want to buy, you can touch your luck online to see if there is any of your yards."

Offline Wang Xinling's same products are out of stock

In Hongxingrk's sales, the clerk told reporters that many customers have recently come to the store to buy or consult the "Wang Xinling" clothes and shoes. The same pants shop is available in a small amount, priced at 129 yuan, clothes and shoes are currently out of stock. It is recommended that customers online platforms or brand cloud shopping malls to find the same model.

Jimu Journalists searched on the e -commerce platform and found that Wang Xinling's T -shirts, pants and shoes have recently increased significantly. The best sales are Wang Xinling's same bread shoes. The monthly sales volume of a single link exceeds 3000+, which is currently in a shortage state. The same T -shirt, monthly sales reached 8000+. In the commodity review area, many "Wang Xinling girls" can also be seen. They have left messages, and they see Wang Xinling wearing "grass", and some people say that they place orders for their girlfriends.

On the small program of Hongxingrke Cloud Mall, the reporter saw that Wang Xinling's same pants and shoes were in the prominent position on the homepage, and marked the "sweetheart of the same model". Taking the same shoes as an example, more than 20,000 pieces have been sold, and only a dozen pieces of inventory of 36-39 yards have been sold. The number of other code has been sold out.

According to the online customer service, Wang Xinling is currently more popular. Some products do have tight inventory. If you need it, you must place an order as soon as possible. The subsequent replenishment time is uncertain.

Experts say product power is the key to long and red

This is not the first time Hongxingrke encountered "wild consumption". The earliest dates back to July last year, when Henan suffered a heavy rain.

On July 23 last year, Hongxing Erk also donated 50 million to Henan's heavy rainstorm area for his losses in succession. For a while, the topic of Hongxingrke's "bankruptcy donation" was dominated by the screen, and netizens went to the live broadcast room to place an order to show support. On the same day, Hongxingrke broke a number of sales records and created a 55 -hour live sales of over 100 million yuan, and many products were out of stock.

The next day, many consumers rushed to Hongxingrk physical stores to check in in various places. Even "men buy 500 yuan to pay 1,000 yuan to pull their legs and run", "even the clothes on the model are picked up", etc. Discussion.

Wu Rongzhao, chairman of even Hongxing Erk, had to end in person, calling on netizens to "rational consumption."

At that time, Jimu Journalists also visited the offline market of Wuhan. Hongxingrke's single stores had a single day sales increased by more than 130 times, and a variety of products were sold out of stock.

However, over time, consumers gradually restore rationality.The traffic of Hongxingrke's live room is returning to normal, and the sales volume of offline stores is "wild".In fact, this time, Hongxing Erk's "wild consumption" wave was not as "wild" as last year.Professor Wu Xianming at the School of Economics and Management of Wuhan University analyzed that before the popularity of his feelings, Hongxingrk had been spit out by netizens for many times.Regardless of whether it is Hongxingrke or other domestic brand brands, if you want to build the duplicate consumption stickiness after being moved by consumers, while the "bronze board", it should also strengthen its investment in product design research and development.When consumers' "wild consumption" passion fades away, and there is no shortage of topics, Hongxing Erk, how to create a product that continues to be loved by consumers is the key to maintaining the redness of the brand.

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