Can Hua Xizi, who publicly apologizes, win back the hearts of ＂all girls＂？
The netizens in the live broadcast room in Li Jiaqi lost "all the girls", and the related topics continued to be hot. However, another protagonist in the live broadcast room, Hua Xizi, a domestic beauty brand, did not officially issue an apology statement until today.
Hua Xizi admits that he has received great attention from the whole network in the past week, and he is fearful and at a loss. Although the brand has not made a sound, during this time, it has continuously absorbed everyone’s criticisms, opinions and suggestions. Huaxizi brand expresses its gratitude for everyone’s urging, and the relevant opinions have been fully recorded. The team is also comparing, revising and upgrading one by one, adhering to the initial intention, bringing better products and providing better services to everyone. This statement immediately triggered a hot discussion on the whole network, and related topics quickly reached the top of Weibo Hot Search. Up to now, the reading volume has exceeded 300 million.
Hua Xizi’s apology statement emphasizes that Hua Xizi is an out-and-out brand in China, and hopes to tell the story of China and inherit the beauty of the East. This not only reveals Hua Xizi’s cultural orientation and brand concept, but also highlights his respect and admiration for China’s traditional culture. The sincere expression in the letter of apology will undoubtedly help to enhance Hua Xizi’s public image and leave room for its future development.
However, after the apology statement was released, some netizens did not buy it. Some netizens said: the eyebrow pencil has risen to 119 and apologized. It’s really thick-skinned. Such remarks are directed at the price increase of Huaxi’s products. This is also the direct reaction of "all girls" to the product quality and price. After all, the eyebrow pencil is for use, not for display. However, Hua Xizi did not directly reply to the price increase issue that consumers are most concerned about in the statement. This also reminds all enterprises that consumers pay attention not only to the tonality and reputation of the brand, but also to whether the product price is fair and the cost performance is reasonable.
Earlier, some netizens turned over past reports that when the average rebate rate in the industry was 20%, Hua Xizi raised the proportion with a wave of his hand, and some anchors even got 60% to 80% rebates. At that time, related topics such as "more than 20% of Huaxizi’s revenue comes from Li Jiaqi" and "Huaxizi responds to Li Jiaqi’s high commission" also appeared in hot search. On the evening of September 11th, Hua Xizi responded to the The Paper reporter that the information on the Internet about Hua Xizi’s rebate to Li Jiaqi was as high as 60% to 80%, or even more than 100%, which was false rumor, and the proportion of cooperation rebate between Hua Xizi and Li Jiaqi was the industry average. But it also reminds enterprises that the distribution of benefits with partners should be fair and just, and transparent cooperation will not make consumers suspect that their profits are "cheap" for the anchor, but they are not used to improve product quality and serve consumers.
In this competitive market environment, every move of an enterprise may become the focus of public attention. In order to gain a foothold in the turbulent market and even lead the development of the industry, the core problem of enterprises is not to compete for eloquent anchors or to "inherit the beauty of the East" marketing, but to pay attention to the quality and cost performance of products.
Hua Xizi’s apology statement, to a certain extent, shows his attention to the topic of public concern and the maintenance of brand image. This is undoubtedly a positive gesture, but more importantly, Hua Xizi needs to implement these commitments in future actions. Whether the product quality is controlled or the pricing is reasonable or not, we need to take concrete actions and stand the test of consumers. Only in this way can we gain a firm foothold in the fierce market competition.
As an emerging domestic beauty brand, Hua Xizi has taken a solid step. This storm is both a challenge and an opportunity. In the future, we expect Hua Xizi to face consumers’ doubts about prices, make corresponding improvements and upgrades, and implement the promises to better respond to consumers’ expectations.
Generally speaking, the huge public opinion caused by the rollover of the live broadcast room in Li Jiaqi, and the subsequent surge in domestic sales of other brands, made "all girls" get rid of the fancy marketing fog of the brand and pay attention to and think about the quality and price of the products themselves. As a brand, no matter how big or small it is, it should put consumers’ needs first, respect consumers’ opinions and respond to consumers’ demands with practical actions, so as to be stable and far-reaching in various crises and challenges.