In most people's minds, Bee Flower is one of the consumer brands forgotten by the Internet

During Double 11 last year, a piece of news about “Suspected Bankruptcy of Bee Flower” rushed into the hot search. Consumers who felt sorry for the domestic brand rushed into the live broadcast room of Bee Flower for “wild consumption”, and eventually the sales of Bee Flower Pushed to the highest point. According to Feigua data, the sales of Fenghua’s official Douyin account in November 2021 were 15.976 million yuan, of which 14.99 million yuan was completed during the hot search event.

However, one year later, when Bee Flower ushered in Double 11 again, people’s consumption enthusiasm did not decrease with the disappearance of hot searches. Guo Deying, head of the Brand Strategy Department of Fenghua, said that judging from the first wave of data on Double 11 this year, sales on the Fenghua online platform have increased by more than 30% compared with last year. Andy, the person in charge of the operation of Bee Flower Douyin, also said that in the two days at the end of October this year, the total revenue of Bee Flower on the platform reached 1.5 million yuan.

In most people’s minds, Bee Flower is one of the consumer brands forgotten by the Internet, but this is not the case. After the “suspected bankruptcy” hot search incident, Bee Flower immediately refuted the rumor that “the company will not go bankrupt and live well Good, and the price of the product will not increase.” Later, Gu Jinwen, chairman of Fenghua Company, also appeared on the Douyin platform, saying that “the company has been developing steadily and growing healthily.”

Bee Flower is not only alive, but also alive very well. Gu Jinwen once revealed in an interview that the annual sales of Bee Flower in 2021 have exceeded 1 billion yuan. The “Top 10 Hair Conditioner Ranking in the Chinese Market” shows that Bee Flower’s market position is second only to Shiseido and Pantene, ranking third.

Fenghua, which can be bought in the eighteenth-tier towns, has also started an e-commerce business. Currently, 60% of Fenghua’s sales are offline, and 40% online. As early as 2020, Fenghua’s e-commerce channel sales accounted for one-fifth of all channels.