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- Chief Business Intelligence
- Chief Business Intelligence
Introduction: Zhejiang's "Dyson Flat" has an annual sales of more than 300000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000
Source: Laifen 618 battle report
As the concept of consumption downgrading is deeply rooted in the hearts of the people, high-priced products in people's eyes have their own "replacement", which is also one of the means for a new brand to effectively break through.
For the past few years, Dyson's hair dryers have been considered the "fighter" in the hair dryer category. It has a more magical identity totem than Chanel and LV.
Many urban beauties can't buy a luxury bag even if they grit their teeth, but Dyson is different, as long as you drink less milk tea and eat less cake, you can grit your teeth and buy it when the salary is paid.
In their eyes, Dyson's hair dryer is like a special effect. What if the price is more expensive, the key people are really easy to use, and even some netizens once thought that "Dyson has no replacement".
Dyson, who is regarded as a god by everyone, will also lose his believers one day. More and more brands are joining the track of high-speed hair dryers, according to the data of Aowei Cloud Network, from 2021, the penetration rate of high-speed hair dryers will grow rapidly, and the price will also tend to be white-hot, and high-speed hair dryers below 200 yuan have become the mainstream.
Source: Aowei Cloud Network
According to official data, in 2021, the cumulative sales of Laifen high-speed hair dryers will be 132 million yuan, and in 2022, it will reach 1.7 billion yuan in sales, and in July last year, it has achieved sales of more than 3 billion yuan, becoming the light of domestic products in the high-speed hair dryer industry.
Source: Leifen press conference
100 Yuan Flat Replacement defeated 1000 Yuan Dyson
In the just-concluded 618, the high-speed hair dryer category soared by 830% year-on-year, and in the single product transaction list, Dyson, which should have been firmly in the first place, was replaced by Leifen.
Source: Laifen 618 battle report
It is worth mentioning that in addition to Taobao, Laifen is also the sales champion of many e-commerce platforms such as Douyin and JD.com. The high-speed hair dryer category has won the first place in sales for many years. Rich people buy Dyson, high-speed hair dryers, we pig girls have another candidate.
Even Dyson, known as the king of high-speed hair dryers, came to China and met opponents.
In 2016, Dyson broke into China with its 11W high-speed motor technology, redefining the hair dryer. Some experts said that the difference between high-speed hair dryers and ordinary hair dryers is the motor, and the speed of high-speed motors is generally more than 10w rpm.
In other words, if a girl's hair is not very long, it can be dried in 10 minutes with a high-speed hair dryer. If you are a boy, you can blow dry your hair in 1 minute.
Many girls with long hair and waist-length hair are very reluctant to wash their hair before using a high-speed hair dryer. One is that it is too troublesome to blow your hair, and the other is that it takes too long to blow it, and sometimes you want to shave it all.
Even if you use a dry hair towel to blow it until it is half-dry, it will take at least 20 minutes to blow. If you blow your hair in the summer, you will be blown by the hair dryer and sweat, and you will take a shower in vain.
The emergence of Dyson allows consumers to no longer perm their scalps and not tire their hands when they blow their hair. Even if a hair dryer costs more than 3,000 yuan, it does not prevent Dyson from dominating the list on e-commerce platforms for many years.
Source: Statista
In 2016, Dyson's revenue in the Chinese market increased by 244%, and in the following two years, Dyson's performance continued to shine. Not only does the annual sales exceed 10 billion, but it also ranks first in the market share of high-end hair dryers.
Dyson, who thought he would have the last laugh, met the ruthless character of Laifen in 2021. Not only did it catch up with Dyson in GMV, but even its market share was catching up.
In less than four years, Leifen has risen rapidly in the market. In Xiaohongshu, there are more than 10,000 posts about Laifen's grass planting, and netizens describe Laifen as "Dyson Ping" and "King of Cost Performance".
In other words, Leifen knocked down the price of Dyson. With a high-speed hair dryer that Dyson can buy for a fraction, who will spend more than 3,000.
At the same time, Laifen also has a warranty period of up to 5 years, and the long-term after-sales service can make consumers feel more at ease than bells and whistles and slogans.
With the same technology as Dyson, coupled with affordable pricing, Leifen became famous overnight and became the leader in the hair dryer industry.
cross-border toothbrushes, sold 160 million during 618
Perhaps not satisfied with making a hair dryer, Laifen also launched an electric toothbrush last year. According to Laifen's 618 battle report, the sales volume of electric toothbrushes reached 160 million yuan, and a total of 450,000 were sold.
People who used to shout "If you take 10,000 steps back, can't a toothbrush learn to 'brush' your teeth?" have finally ushered in electric toothbrushes that can "brush" their own teeth.
Lefen's electric toothbrushes are not only highly adapted to the Pap brushing method, but also guarantee an effective cleaning output. It is equivalent to arranging a cleaning team for your mouth.
It sounds so advanced, I thought it would cost five or six hundred, but it turned out that an electric toothbrush was only 299 yuan. For the sake of the poor ghost, he deserves to make money.
In addition, Leifen will launch a new electric shaver in the future, and the new product will continue to focus on motor technology.
The motor technology, on which all products depend, has always been an area of interest to Ye Hongxin, the founder of Leifen. Who would have thought that this middle-aged guy born in the 80s, who brought down the price of Dyson, only has a junior high school education.
After graduating from junior high school, he followed his parents to work in a factory in Dongguan to make screws, and when he was poorest, he and his father picked up garbage in the garbage heap. Later, Ye Hongxin went to Taobao customer service, and this was also the beginning of the rotation of the gears of his fate.
Compared with the blind questionnaire, the customer service number is obviously more real. Ye Hongxin receives more than 100,000 customer service calls every day, allowing him to continue to accept the most real needs of the market.
In 2007, Ye Hongxin started his own business, doing clothing and luggage e-commerce. I started the packaging, carried the big bag, started the customer service, and never gave up even if I was dumped by the customer.
In this way, in 2013, he also earned the first 10 million in his life. Seeing the balance on the account, Ye Hongxin's blood began to boil, and he began to delve into the research and development of the technology he loved, and set his sights on aircraft and electric scooters.
At the beginning of the junior high school education, 7 years of e-commerce experience accumulation, and finally directly built an airplane, the Jinjiang male protagonist Shuangwen didn't dare to write like this.
In this way, Ye Hongxin and his team have been immersed in the research of aircraft and electric scooters. Finally handed over an answer sheet that satisfied me, not only researched the aircraft and electric scooters, but also studied these two things to the extreme.
Since there is good news, it means that there will be bad news. The cost of 10 million was not controlled, and I accidentally lost until I was left with only underwear.
As the saying goes, God closes a door for you and leaves you a window. In this incisive research, Ye Hongxin learned motor technology, battery management, motor drive, and supply.
Therefore, Ye Hong started to grasp the motor technology and joined the track of high-speed hair dryers. Before that, he didn't even know that Dyson existed.
Two and a half years later, the Leifen hair dryer was born. To this end, Ye Hongxin also held a press conference to let everyone know the difference between high-speed hair dryers and ordinary hair dryers.
But soon, Ye Hongxin faced a new problem. High-speed hair dryers have been developed for the Chinese, but high-speed hair dryers that cost thousands of yuan at every turn are prohibitive.
Therefore, Ye Hongxin and his team studied for more than 700 days. Finally, the cost-effective high-speed hair dryer appeared. In order to create a cost-effective high-speed hair dryer, Ye Hongxin applied the motor technology experience of the aircraft to the high-speed hair dryer.
Excessive marketing has been complained about
Standing on Dyson's shoulders, although Leifen has its own category advantages, its brand awareness is low, so there are not many consumers who are willing to pay.
In the first few months, Laifen's sales were very bleak, and he couldn't sell 5 hair dryers a month, which made Ye Hongxin very worried.
Desperate, Ye Hongxin decided to give it a go and hold a press conference, which was held in the form of a new mobile phone launch, instilling the advantages of high-speed hair dryers to consumers one by one.
It is worth mentioning that all the content of the press conference was made by Ye Hongxin himself, and the artist who cut the video was just hired the day before. What I didn't expect was that this "rough" video had extremely high traffic at station B.
Source: Leifen press conference
With the experience of Station B, Ye Hongxin seems to have mastered the wealth code. He immediately invested more than 10 million yuan in that video, and since then, Leifen's sales have risen wildly, and more and more consumers and media have known about Laifen's potential.
In 2021 and 2022, Laifen has launched two more videos, which also detonated the whole network. The video in 2022 has received more than 200 million views on Douyin.
After the launch of the electric toothbrush, Leifen also adopted a consistent intensive advertising strategy, however, this time it got the side effects of excessive marketing expenses.
The overwhelming advertisements have aroused the rebellious psychology of netizens, and some netizens have a sharp increase in their favorability of Laifen after buying a hair dryer, but due to excessive marketing, "pink turned black".
In addition, Xiaohongshu also has many posts complaining that Laifen's quality control began to deteriorate after it became popular, and even after-sales sales became poor. Some netizens said, "The newly bought electric toothbrush only used it for a few days and began to shut down and start on its own, and not all domestic products are worthy of support." ”
On the Black Cat complaint platform, there are more than 300 complaints about Laifen, most of which are complaints about product quality control problems and after-sales.
Some time ago, a blogger shared two reviews about Laifen toothbrushes on Xiaohongshu, but was asked by the brand to remove them from the shelves, and the reason for the removal was "the impact is relatively negative". And offered to pay 200 yuan if he could delete the evaluation post.
At first, there was a problem with the product, and the blogger asked for a refund, but the customer service did not agree. Therefore, the blogger went to Laifen's live broadcast room to give feedback, but he was unexpectedly blocked by the brand.
Write at the end
Laifen is undoubtedly a well-deserved dark horse among a number of hair dryer brands, relying on excellent technology and affordable prices, quickly competing with Dyson and "grabbing the cake" with it. In the face of the consumer market, if Laifen wants to achieve "technology inclusion", it needs to adjust in many aspects.
What do you think about Lefen's intensive advertising? Please leave your comments and leave a comment.
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