Why didn’t Hua Xizi cut with Li Jiaqi？

Original yanglei AI lanmeihui

Hua xizi set fire to his body.

Source |AI Blue Media Exchange

ID：lanmeih001

Author | Yang Lei

Editor | Wei Xiao

Unexpectedly, Li Jiaqi’s anger for the accident of Hua Xizi is still fermenting.

Yesterday, after work, Hua Xizi, the "silent lamb", suddenly sent an apology, saying that he was late. "I have a few words to tell you," and wrote a 450-word essay.

Hua Xizi summed up the state of these days with the words "sincere fear, at a loss". However, regarding the incident itself, Hua Xizi didn’t say a word about whether an eyebrow pencil in 79 yuan was expensive or not, and the negative impact on the brand caused by Li Jiaqi’s inappropriate remarks and the countermeasures.

In the words summed up by netizens: talking a lot means saying nothing …

In order to make up for consumers, Hua Xizi will also give away 10,000 eyebrow pencils for free use, but netizens don’t buy it.

Obviously, Hua Xizi’s public relations strategy did not work, but instead pulled himself from the edge of the incident to the center.

Early this morning, the PR people of Wangchuanhuaxizi fled overnight. And issued a statement in the circle of friends: I have resigned from Hua Xizi, and everything that happened in the hot search today has nothing to do with me.

According to Zhongxin Jingwei, people familiar with the matter said that Hua Xizi left a public relations department or collectively.

The situation has spread to this point, and Hua Xizi has been in chaos both inside and outside. But after clarifying the origin of this matter, we can’t help asking a question: Hua Xizi has been thinking about it for so many days, why hasn’t he cut with Li Jiaqi?

It’s time to untie Li Jiaqi

Suppose that the "Li Jiaqi taunts consumers" incident happened to other brands and anchors. What kind of judgment will the brand make at the first time?

A routine operation is that the brand will draw a clear line with the anchor at the first time. If it is serious, the brand will also hold the anchor accountable.

However, Hua Xizi clearly knows where the consumer is angry, but he doesn’t say anything about it. This is also one of the reasons why consumers don’t buy Hua Xizi’s apology behind this open letter.

Judging from the equity penetration chart, Li Jiaqi actually has nothing to do with Hua Xizi. However, Hua Xizi, founded in 2017, was able to go from obscurity to the head of domestic beauty cosmetics in three years, but it was all thanks to Li Jiaqi.

Looking back in the process of AI Blue Media Convergence, Li Jiaqi is deeply bound, and Hua Xizi can be described as a step into the sky. In 2019, double 11 promoted Hua Xizi to rank seventh in Tmall beauty category with GMV of 250 million yuan. In 2020, Hua Xizi became the first in the turnover list of domestic beauty cosmetics with GMV of 235 million yuan, and in that year, double 11 went straight to the second place in the category of Tmall beauty cosmetics with a turnover of over 470 million yuan.

With so many domestic products queuing up for Li Jiaqi to bring goods, it happened that Huaxizi was the most favored. The reason behind this, Li Jiaqi summed it up like this: "I have been with Hua Xizi for many years. I am the one who knows best how Hua Xizi got up. They almost gave me their home. I almost took Hua Xizi’s surname Li."

In other words, Hua Xizi is working for Li Jiaqi.

Earlier, 36Kr reported that it was rumoured that Li Jiaqi got a profit share as high as 100%-120% by cooperating with Hua Xizi, which was equivalent to brand inversion.

Although Hua Xizi denied this statement, saying that the cooperation between the company and the anchor was at the average level in the industry, Hua Xizi’s high marketing expenses were spread evenly on 79 yuan’s eyebrows, so that consumers could instinctively think about whether it was worth it.

When Li Jiaqi shouted "Where is it expensive?" And let consumers can’t afford to find their own reasons, this noisy point turned into a sword and stabbed Hua Xizi.

Can be described as Li Jiaqi, Li Jiaqi also destroyed.

In fact, Hua Xizi has also shown growth fatigue in the past two years. In 618 this year, the pre-sales of Huaxizi in Tmall, Tik Tok and Aauto Quicker did not exceed 100 million yuan, which is the second year in a row. In 2021, in 618, the overall sales of Huaxizi reached 263 million yuan, which exceeded 100 million yuan during the pre-sale period.

Visible, binding Li Jiaqi, also cannot once and for all. However, Hua Xizi did not untie Li Jiaqi in time according to the routine, which also showed that they were tied too deeply to some extent.

Are the "Hua Xizi" in danger?

Hua Xizi once represented "new domestic beauty". What is "new domestic beauty"? Redefine design, aesthetics and make consumers more confident in using it.

The most representative is not 79 yuan’s eyebrow pencil, but Huaxizi’s carved lipstick. In 2019, the carved lipstick, which abandoned the public film and adopted the ancient micro-carving process, became a hit in the live broadcast room in Li Jiaqi, and Hua Xizi became famous. It takes oriental aesthetics as its selling point, establishes its own oriental beauty makeup system, and puts concentric locks, dowry, micro-carving, Miao Yin, batik and other elements into product design one by one. At that time, Hua Xizi’s exquisite and unique packaging design also repeatedly triggered discussions on social platforms.

After tasting the bonus of carved lipstick, Hua Xizi worked hard on the outer packaging. According to public information, Hua Xizi applied for 177 patents, more than half of which were product packaging design.

Excessive force on the outer packaging has gradually begun to disgust consumers. Some netizens teased: Hua Xizi is more like a company selling outer packaging.

New domestic products are expensive, not groundless.

A very direct action is that consumers begin to "weigh" the new domestic beauty cosmetics.

Before, the perfect diary stiletto was weighed by consumers to verify that the perfect diary was more expensive than Armani lipstick.

For Hua Xizi, consumers are even more merciless. Everyone accurately calculated that the price per gram of Hua Xizi eyebrow pencil is as high as 985 yuan, which is more expensive than gold.

The star product Huaxizi Loose Powder, which once sold explosively, is on the same level as Chanel under the calculation of netizens. It is understood that the price of Huaxizi Loose Powder is 169 yuan, the net content is 8.5g, and the unit price is 19.88 yuan. The price of Chanel Loose Powder is 590 yuan, and the net content is 30g, and the unit price is 19.67 yuan-which means that Huaxizi Loose Powder is more expensive than Chanel.

Cosmetics should not have been weighed, but in the face of the fact that the unit price per gram is higher than that of the first-line big brands, and its brand value and practical value are much worse than that of the big brands, it is difficult for consumers to convince themselves that they must support "new domestic products."

After the recent incident in Li Jiaqi, the most lively place is the live broadcast room of old domestic products represented by bee flowers.

A flower falls, and thousands of old Chinese goods are born. To a certain extent, it also shows that whether it is a good domestic product is really not defined by the brand itself, but judged by consumers.

Today’s topic

Did you understand Hua Xizi’s response?

Come to the comment area and let’s talk ~

Original title: "Why didn’t Hua Xizi cut with Li Jiaqi? 》

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