Traditional Culture Encyclopedia - Traditional stories - Netflix brands 'rollover' in 2021

Netflix brands 'rollover' in 2021

The day before the end of 2021, the net red brand "overturned" again. This time, it is the turn of Xicha, for false propaganda was fined 450,000, on the hot search.

This year, "overturn" has become one of the labels that netroots brands can not tear off.

How frequent is the overturning? From a small detail can be seen, not long ago the net red snail powder brand "good happy snail" was exposed to the bag of material appeared in the eggs, but a large number of netizens in the social platform at a low price to buy the magic scene. It may be because, since 2021, the net red brand "overturned" frequently to, part of the consumer has been immune.

The most common is the "marketing overturn", "the parties" are basically in the past two years through the net red flow method of the rapid rise of new consumer brands, such as the claim "so that women can easily lie to win the workplace! For example, Ubras, which claims to "let women easily win in the workplace", and Runbayan, which "lets soil dogs turn into water dogs"; and also for example, Yuanqi Forest, which advertises "0 sugar" as "0 sugar", and Xiao Xian Stew and Zhong Zhongxian Stew, which are really expensive and fake high-end brands. Fake high-end Xiaoxian stew and Zhong Xuegao, the labeling of the ingredients of the energy table Tianyuanism ......

More worrying is that the offline catering and online food, Qiqi in health and safety overturned the car. Running wild in the new tea coffee has become a disaster area, Nai Xue's tea, honey snow Ice City, Tea 100 Road and other brand stores have been exposed to the use of expired raw materials, cooking table dirty and other health and safety hazards, even claimed that "the development and strict implementation of the gold standard of food safety," Starbucks, but also "turn over! "Caught off guard. The OEM model of three squirrels, Liangpin Puzi, Bacchus flavor and other online snacks, repeated consumer complaints about the presence of foreign objects, odor, supply chain audit management has been questioned.

For a company, a more fatal crisis is the "business overturn" - difficult to expand, not profitable. It is not easy to successfully sprint to the IPO of the new consumer "first shares", almost without exception, the stock price continued to plummet, the market value of the serious shrinkage. Even Haidilao this old "net red", also had to eat the evil consequences of blind expansion, emergency closure of 300 stores. The same store retreat new player tea Yan Yue color, not out of Changsha, the internal feet first chaos.

It is not difficult to find, in different ways, to different degrees of the overturning of the event focused on the outbreak, because the enterprise itself in the product, channel, marketing, branding and other factors constitute the barrel appeared a serious short board. When the new consumer "wind stops", the halo faded, VC/PEs look at the logic of the new consumer track will only become more and more rational.

2022, consumer brands how to go on? In fact, regardless of whether it is a net red brand, the competition in the consumer track is multi-dimensional, and it is certain that the net red play of brushing presence, attracting traffic, heavy marketing, and hitting explosive products will only be less applicable.

2021, the new consumer track is very hot, the new brand "debut" unprecedented degree of intensity. By virtue of a set of increasingly patterned Netflix play, pop-ups take the brand frequently out of the circle. However, under the logic of bulk copying of the flow, marketing "overturn" has become a common occurrence for new consumer brands.

Throughout the past year, the net red consumer brand marketing "overturned" events, the problem is focused on two major aspects: First, the brand marketing KOL selection and content is not appropriate, allegedly harming or offending the consumer; second, the marketing and publicity content is not consistent with the product itself, suspected of false propaganda.

The new lingerie brand Ubras and the domestic skincare brand Runbayan have stepped on two big mines in KOL marketing.

In February 2021, Ubras invited talk show artist Li Tan to promote women's underwear. The text, which reads, "The equipment that makes it easy for women to win in the workplace," has been criticized as offensive to women, and a large number of netizens have commented, "Explain to me how women can win in the workplace". At the same time, some people pointed out that the promotion of the suspicion of violating the advertising law, because the advertising law stipulates that "the advertising spokesman shall not be recommended for the goods he has not used or services he has not received, proof".

On the eve of Double 11, the official microblog of Runbayan, a subsidiary of Huaxi Biologicals, forwarded a video of Netflix's Sun Xiaochuan visiting Runbayan's Hyaluronic Acid Museum, saying that the product "can turn a dog into a 'water dog'," which is the most common type of hyaluronic acid in the world. The video, which was posted by netizen Sun Xiaochuan visiting the hyaluronic acid museum and claiming that his product "can turn dirt dogs into 'water dogs'", quickly attracted public outcry. On the one hand, the netizen Sun Xiaochuan and his followers, who call themselves "dog fans", have made many inappropriate comments attacking women, and their online image is quite controversial; on the other hand, Runbayan is suspected of discriminating against consumers by using the word "hypoid" in its copy.

The marketing copy of Runbaby Source / Weibo Screenshot

Another type of marketing that is suspected of being false advertising is the product of the brand's quick success, which is often seen in the case of newly emerging Netflix food and beverages.

In April, Yuanqi Forest was accused of failing to make clear the difference between "0 sugar" and "0 sucrose" in the labeling and publicity of its milk tea products, as well as publicizing that it is not fattening to drink. Drinking is not fattening", but in reality it is only "low sugar". This is considered a serious deception of consumers, the brand therefore apologized.

Yuanqi Forest Milk Tea Product Promotion Source / Taobao

Subsequently, Xiaoxian Stew was exposed to an administrative penalty, which was accused of publicizing the raw materials of edible bird's nest, the content of dried bird's nest, the place of origin of the goods, and food additives in the product parameter interface, and other 10 indicators, which are not in line with the real situation, and was found to be false propaganda.

In June, the domestic ice-cream brand Zhong Xuegao, with the highest price of a single product of up to 88 yuan, was also recognized as false advertising by the relevant administrative penalty decision. According to the penalty disclosure, it claimed that the ice-cream with extra red grains, in fact, the rule level of bulk / first class; publicized only the use of Japanese Yabukita tea ice-cream, in fact, the use of Hatsukeng, Longjing, Yabukita tree, and other varieties of fresh leaves of the tea tree made.

Zhong Xuegao's high-end ice-cream products Source / Taobao

In August, the Shanghai Consumer Protection Commission issued an article pointing out that the low-fat, whole-wheat buns of the net-red light-food brand Industrialism were suspected of messing with the ingredient list, and that the product's actual carbohydrates were 16% higher than the labeled, and the energy value was 31% higher than the labeled. Once for its labeled "light truck low burden" "low fat low calorie" buy consumers, instantly be "face".

On the penultimate day of 2021, "Hi Tea was fined $450,000 for advertising false propaganda" hit the hot search. According to the eye of the sky APP, the tea stores released "plum varieties upgraded to the seasonal Dongkui plums, larger and more explosive juice," "selected Yunnan Shiping, Zhejiang Xianju Dongkui plums, large nucleus small, the flesh of the clusters of full, rich flavor," and other part of the advertising content

Although most brands apologized quickly after the incident, this kind of "black history" will undoubtedly make the brand image greatly reduced.

"Consumer goods competition excessive involution is not a day or two, this is the background of the Netflix economy, brush presence, attract traffic, the necessary means of survival, not crowded to the head position of a certain category, the survival of the environment will be very harsh." In the view of Lin Yue, chief consultant of Lingyan Management Consulting, frequent marketing "cartwheels", is also one of the consequences of this vicious competition.

Specifically to the brand enterprise itself, Shanghai Borgay consulting founding partner Gao Jianfeng to open the pineapple financial analysis, on the one hand, most of the new brand foundation is not solid, but the need to rely on frequent exposure to keep the brand exposure, rapid impact on consumer awareness ; but on the other hand, new brand pursuit of efficiency, requires the corporate team to high speed operation, rapid response, so the team is not a good idea.

"In other words, a marketing program is not the result of a company-wide discussion, but may be the decision of a group or individual. It's easy to pay the price when decision makers are inexperienced and not aware of compliance, resulting in a lack of sufficient awareness of risk points . On the contrary, traditional brands have a more fixed operational process, which may sacrifice efficiency and slow down the pace, but the wind control will be much better." Gao Jianfeng explained.

To create exposure for the brand, how to balance the efficiency and heat, which "degree" how to master, the new consumer brands need to continue to make up lessons.

People eat for heaven, in the new consumer army, catering consumption is the main force. But in 2021, catering brands one after another stepped on the red line of food safety, so to speak, "net red store can not tolerate undercover agents, catering industry can not withstand unannounced visits", the problem exposure - brand apology - the relevant stores shut down to rectify the situation, almost become a set of fixed processes.

Among them, the new tea drink is the hardest hit.

In February 2021, 1 point point, tea BaiDao, coco can, 7 points sweet tea drink store, by the Shanghai risk area regulators raided out of the back of the kitchen clutter, making table dirty, raw materials without identification and other issues.

In May, Mixie Ice City was exposed in Wuhan, Jinan, Zhengzhou, and other stores that had randomly changed or did not record the "expiration date tracking card" for ingredients, illegally using overnight ice cream cream cream, tea, milk tea, and other ingredients, and lemon rinds that were not cleaned, among other issues.

In August, only one month after the listing of the "milk tea first shares" Nexue's tea , was reported by the media, two stores in Beijing, there are cockroaches crawling, rotten fruit continues to be used, the product labeling is randomly replaced, gloves are not worn, rags are not washed, and other food safety issues.

At the end of September, a microblogger posted a video of his unannounced visit to four stores of Tea Hundred Road in different cities, which showed that Tea Hundred Road stores had health and safety hazards such as the use of expired raw materials, changing the expiration date, replacing fresh fruits with frozen fruit juices, and packaging cups full of stains, and mangos placed in garbage cans.

Blogger "Insider" secretly visited Tea Budao and found that the milk tea cups were full of stains Source / Weibo video screenshot

The high incidence of food safety problems is a direct result of the franchising model that is commonly used by chain restaurant brands.

"Catering is a non-standard industry, the supply chain provides semi-finished products, stores for processing, and the final product is highly correlated with the level of production, service and management of the store." Gao Jianfeng pointed out that the franchise model of food and beverage stores out of the problem, prominently reflected in the management radius is too large .

In order to capture market share and quickly realize profits, the brand is generally open to large-scale franchising, single store management and operational stability, product quality consistency will be greatly reduced, food safety risks will further increase .

In addition, there are a number of brands that do not aim to operate sustainably, but by charging a franchise fee to "cut the leek", this type of business is even more unmanageable, more common mine.

If the above tea drink brand "overturned", can also be explained as the shortcomings of the franchise model, but claimed that the mainland China market is not open to franchise Starbucks, at the end of 2021, was exposed stores repeatedly using expired ingredients, the sale of long opened samples of pastries and other issues, it is not easy to understand.

Unfortunately, even if you skip the on-site production process and send semi-finished or finished products directly from the supply chain to consumers, food safety risks are still hard to avoid. The main online channels of e-commerce snacks, food, but also hard to escape the "car".

Prior to this, the net red snack brand "three squirrels" was also exposed to the existence of spoilage, mold and so on. In the black cat complaint platform, three squirrels, Liangpinpuzi, Bacchus flavor and other snack brands, there are more than 1,000 complaints, the content of most of the food in the foreign body, odor and other quality issues related to.

Source of consumer complaints against Three Squirrels / Black Cat Complaints Platform

Due to the large number of products or ingredients and the decentralized supply chain, these foodstuffs are commonly produced using the OEM model, with the brands focusing on channels and marketing.

China's food industry analyst Zhu Danpeng once told Kai Pineapple Finance that the degree of uncontrollability of the OEM industry chain, supply chain, with the number of products, the increasing number of OEMs, the difficulty of managing the brand has increased. In order to reduce the risk, the brand needs to improve the quality of the internal control system, but also to strictly screen the foundry, and at the same time, the corresponding increase in the foundry fee.

However, whether it is to join or OEM, it is the expansion path for consumer brands at the moment. "Relying on standards, relying on the brand, relying on the system to expand, certainly faster than self-production, but the speed went up, the quality, quality control, safety and so on are prone to problems, depending on how to strike a balance between the two." Lin Yue said.

A series of food safety thunderstorms, exposed the business operation and management capabilities are not enough, but in the long run, but also will further improve the enterprise to standardization, intelligence and automation. Some analysts believe that "as long as the human operation and implementation, there are errors and omissions, only robots, robots, to achieve 100% accurate implementation."

2021 in the new consumer war, even those impact into the head, stand on the secondary market players, days are not good. The new consumer "first shares" of the moment, without exception, suffered a big shrinkage in market value.

In November 2020, Perfect Diary parent company Yixian electric landing on the New York Stock Exchange, became the first U.S. listing of the "national beauty business", the market value of up to 16 billion U.S. dollars. But now, Yat-sen electricity supplier shares fell to 2.03 U.S. dollars, the total market value of only 1.282 billion U.S. dollars, than the highest evaporated about ninety percent.

Perfect Diary Shanghai Wujiaochang store Source / Yat-sen official website

The capital market does not buy the bill, or because of its "to 'Netflix' work" shadow lingers. From its 2021Q3 financial report, sales, revenue year-on-year growth, gross profit margin of up to 67.9%, but still can not change the reality of sustained losses, the light of the sales and marketing expenses spent 912 million yuan, revenue accounted for 67.9%, while R & D expenses accounted for only 2.7%.

And the December 2020 listing of "blind box first share" bubble Mart , the issue price of 38.5 Hong Kong dollars / shares, the market value of a time to break through the 100 billion Hong Kong dollars, and now the market value of the evaporation of about 40%.

Then look at the June 2021 listing of "milk tea first share" Naixue's tea , listed at an issue price of 19.80 Hong Kong dollars / shares, when the total market value of up to 32.347 billion Hong Kong dollars. Less than half a year, the market value shrinks more than half, leaving only 14.681 billion Hong Kong dollars.

With a number of new consumer track in the "first share" did not hold compared to near the end of the breath to close 300 stores under the sea, perhaps more representative of the consumer track 2021 ups and downs .

In February 2021, Haidilao's share price was once as high as 85.75 Hong Kong dollars, the highest market value of 454.475 billion Hong Kong dollars, to June, the share price appeared to fall off a cliff, the market value of the evaporation of more than 250 billion Hong Kong dollars. in November, Haidilao announced the closure of 300 stores, the outside world is in an uproar.

Yang Lijuan, executive director of Haidilao, said in an interview with Finance magazine that many of these stores are new in 2020 and 2021. It can be seen that Chairman Zhang Yong made the decision to expand the store in the middle of 2020 is "blind confidence".

Haidilao store closure announcement source / microblog

Some analysts have opened pineapple financial analysis, Zhang Yong's "bottoming out" logic is not out of thin air: the impact of the epidemic, the downturn in the offline catering market, Haidilao choose to buck the trend of expansion, you can take a better location at a lower cost as long as the market warms up, it is expected to achieve a rebound in performance. It is expected to realize the performance rebound.

However, the burden of heavy asset expansion is too heavy, coupled with the recurrence of the epidemic, the turnover rate has been low, Zhang Yong, "bottoming out is not a set", Haidilao can only swallow the bitter fruit. As of December 31, 2021 close, the bottom of the sea fish stock price closed at 17.6 Hong Kong dollars, the total market value of only 981.02 million Hong Kong dollars.

In Gao Jianfeng's view, Haidilao's trend, on behalf of the enterprise brands that have completed the national layout, how to survive in the environment, to avoid the rhythm of the mismatch . He also pointed out that "at present the bottom of the sea is more like in the plight of the reversal of the waiting period, as long as the main store is well run, there is a great hope to usher in the bottom rebound."

In the second half of the year, there was also a large area of store closures and a significant contraction in business, as well as the net red tea drink brand "Cha Yan Yue Shi".

In November, Cha Yan Yue Shi announced that it would close more than 80 stores in Changsha by the end of the year, nearly one-sixth of its total number of stores.

Some investors analyzed that after occupying consumers' minds through intensive store openings, Cha-Yen-Yue-Se will gradually optimize its store model, and the rhythm of partial store closures is not unexpected. Some analysts also said that the contraction of the tea ceremony may also make room for the attack of other brands.

Tea Yan Yue color stores Source / microblog

Tea Yan Yue color founder Lv Liang once told the media, tea Yan Yue color gross profit margin than the industry average is much lower than the basic in the "gross profit margin" on the life and death line, so the need to go out and become a national brand.

According to 36 Krypton, the goal of Cha Yan Yue color in 2021 is to open 150 new stores, of which 50 out of Changsha, distributed in Changde and Wuhan region. But is Cha Yan Yue Shi really ready?

In December, Tea Face was sent to the hot seat by a war of words between the owner and employees, and although it quickly apologized afterward, acknowledging the company's management failures and the founder's problems with personal communication, the negative news of low employee pay, poor welfare benefits, and harsh appraisals that are still constantly exposed in the follow-up may indirectly answer the above question.

"This shows that Tea Face is not really ready for expansion, the employee compensation system and management model alone, in the first and second tier cities do not have replicability." Gao Jianfeng pointed out that, completely different from Haidilao, Cha Yan Yue color represents a class of track players in an industry that is extremely competitive and has not yet completed its own expansion, with internal and external problems overlapping .

"Turnover" every year, 2021, especially more.

Netflix brands are at different stages and have different ways of "rolling over". Some still haven't gotten rid of the traffic flow method of the netroots, and are constantly exploring the boundaries of expansion in the "overturning"; some have already gone through the life cycle of the netroots, and are fighting a more critical battle for survival.

But from this year's "overturned" events can be seen, small to marketing copy, large to brand management, are the test of business managers.

"Consumption track of many categories, the threshold is not high, the lack of technical barriers, easy to be imitated and copied, 'one trick to eat everything' does not exist." In Lin Yue's view, this requires brands to have the ability to continue micro-innovation, specifically to business managers, is to find the genes and talents that can continue to create, to cope with the uncertainty-filled 2022.

  • Related articles

copyright 2024 Traditional Culture Encyclopedia All rights reserved