From the perspective of consumer psychology, should Hongxing Erke take the high-end route in the future?

Data show that in just two days, Hongxing Erke boarded micro-blog, jitter, tiktok, know, Baidu, B station and other platforms for hot search. Hong tiktok's official flagship store received more than 350 million points from the live broadcast. The record of the tiktok record is the record of the highest record of the live broadcast.
On July 23, Hongxing Erke created a number of live broadcast Miracles: total sales exceeded 22 million, cumulative viewing exceeded 24 million, and cumulative online number exceeded 100000.
After the fire of Hongxing Erke, how should we go in the future? Some people worry that the support of netizens and wild consumption is only a phased emotional consumption. According to the trend of past popular events, it may be a matter of time for Hongxing Erke to fall from the hot list and go to the cold again along its past track.
So, how can Hongxing Erke make use of the emotions released by the current public to go more smoothly in the future and turn the temporary heat into long-term brand value?
Strictly speaking, this is indeed a matter of concern.
At present, many people have been giving advice to Hongxing Erke. At present, some big marketing V think that this wave of national popularity of Hongxing Erke will not last long. After a while, it will be used by the majority of Internet users. In the past, should they buy ADI or will they buy ADI.
The industry also made an example: "it's just a person. You don't like him, but he moved you. When the move expires, you don't like what you don't like after all." Therefore, he believes that hongxingerke's customer unit price is very low and its brand has been finalized. It should establish a sub brand to take the high-end route with the help of consumers' unprecedented trust. The customer unit price is about twice that of hongxingerke, so as to reshape its brand positioning. This view has been recognized by many people. However, Hongxing Erke is currently in a special period, which is in line with the consumer psychology's cognition of a conscientious enterprise. Then, from the perspective of consumer psychology, how should Hongxing Erke go in the future?
From the perspective of human nature, in the process of group support for hongxingerke, it is also the process of netizens constantly restoring and plumping hongxingerke's personal design.
For example, after the initial 50 million material donation was exposed, some netizens further picked up the losses of Hongxing Erke company for years. In addition to the losses for years, Hongxing Erke's charity has not stopped. In 2018, Hongxing Erke donated 60 million love materials to Fujian disabled people's welfare foundation and 20 million love materials to China Disabled Persons' Federation. During the epidemic period in 2020, hongxingerke donated 10 million materials to Wuhan and 100 million yuan to Fujian disabled persons' Federation. This year, Hongxing Erke lost 220 million yuan.
In addition to donations, netizens continue to improve Hongxing Erke's personal design: the company makes large donations, but they are frugal - in order to save electricity, Xiamen headquarters building is not willing to turn on the sign light at night, and is not willing to spend money to become a microblog member.
In other words, in the deep excavation of netizens, Hongxing Erke has established a brand image of honest, kind, loving but sympathetic people and conscientious "domestic goods". The root of this carnival is the goodwill and synchronization in human nature, which has stimulated the power of marketization.
Although Hongxing Erke is in an increasingly marginalized market position today, when online marketing is dominant, its playing method is still dominated by offline stores. A group of enterprises represented by Hongxing Erke that rarely do marketing or do not have much marketing budget are gradually marginalized. Their products are not poor in quality, but poor in marketing and packaging, and are not good at meeting the online entertainment and traffic playing methods favored by mainstream consumers.
In fact, Hongxing Erke reminds consumers of people. There are similarities between being an enterprise and being a person - a person is very kind, honest and caring, but he doesn't mix well. There are a lot of such people in China. In fact, it's not that this person's ability is not good. Sometimes it's also that he can only work hard, won't do anything, is not smooth enough, doesn't know or is not good at packaging himself.
For Hongxing Erke, taking the high end is actually a tempting detour, which will make it fall into a "routine trap" disgusted by consumers and deviate from its "sincerity and conscience" brand design.
The Chinese market is characterized by strong substitutability, and consumers' personalized consumption awareness and emotional consumption awareness of consumer goods are becoming stronger and stronger. You deviate from the public's emotional expectations, deviate from the public's human design, go out of the public circle, and go out of the identity and posture of the weak. As a result, you may also be abandoned by the public. Taking advantage of the situation to attack the high-end will not be Hongxing Erke's future road. From various performances, Hongxing Erke obviously will not choose to take this road.