The public opinion dilemma that Hua Xizi faces today actually has a lot of reference significance for many upstart brands and even many Internet companies.
After the live broadcast brought goods into the deep water area, the public perception and public opinion environment have changed. In the Li Jiaqi incident, Hua Xizi was ridiculed as a new generation of monetary unit, essentially because live broadcast with goods became the core channel of brand sales, rather than the "lowest price" as the starting point to impress users’ interests. Li Jiaqi’s initial rise was based on the "lowest price" price advantage.
Today, the live broadcast brings goods into the deep water area, and the rise of new brands relies on big brands bound with traffic online celebrity to make sales, especially the price of domestic brands has risen in the past two years, which is different from consumers’ perception of the pricing of "domestic products".
With the gradual breaking of information barriers, the information transparency of raw materials and cost prices is getting higher and higher, and consumers, especially users, will know the profit of products more clearly.
For enterprises, it is a long and arduous task to build their brand.On the one hand, cutting-edge brands need to rely on online celebrity’s traffic to gain popularity and do a good job in sales conversion. From the internal KPI assessment, it is simpler and more effective to cooperate with online celebrity. On the other hand, young brands don’t have too many patient users, and the core competitiveness of products and brand influence have not been established, which makes the cutting-edge brands like Hua Xizi unable to handle the communication and dialogue with the public well when the crisis occurs.
For Hua Xizi, if we take the interests of users and long-term development as the value orientation, public opinion can really get out of the dead end, and the brand can become a "good brand" and go to the world from abroad.