Do you have a 'boss head'? Bawang is not the same as before, but how far is it from the 'Bawang' that consumers and the market expect? Today, 'The boss of Bawang anti-hair loss shampoo is also balding' made it to Weibo's hot search list. Netizens started early in the morning discussing Bawang's boss Chen Qiyuan's hair loss and the efficacy of Bawang shampoo in preventing hair loss. Soon, Bawang's official Weibo account 'Bawang Shampoo' posted a Weibo at 15:30 to respond positively to this matter, attaching a short video of Bawang's boss Chen Qiyuan. In the video, Chen Qiyuan sits upright, greets with a peace sign and 'Hi, everyone,' saying that his family naturally has a high hairline, and at nearly 60 years old, he considers himself lucky to still have this much hair. He finally hopes that 'young boys and girls nowadays should pay attention to balancing work and rest and take good care of their hair.' From a crisis public relations perspective, this PR move can be considered successful. The response was quick, and Chen Qiyuan's Mandarin pronunciation in the video, as well as his action of grabbing his hair at the end, made netizens exclaim 'so cute,' and even led a group of netizens to actively 'show love' for Bawang shampoo. In fact, the issue of 'Bawang boss's hair loss' on Weibo's hot search is not the first time it has been questioned or joked about. Why is it so hot now? 1 This may be related to changes in the main consumer group of anti-hair loss shampoo products. The 'Mediterranean' crisis caused by hair loss has always been considered a problem only for middle-aged 'uncles,' but now the post-90s generation is also falling into a hair loss crisis. It is understood that hair loss is generally divided into two types: hereditary and seborrheic. Relevant data shows that the number of people with seborrheic hair loss is increasing year by year and showing a trend of younger age. This is closely related to the lifestyle of young people: high oil, high fat, and sweet foods cause male hormones to be higher than normal levels; long-term staying up late and intense work or study can easily lead to hormonal imbalance. In May, Bawang's official sources informed that 'the ratio of male to female online buyers of Bawang is 2:8, with women mostly being post-90s white-collar workers and college students, and the proportion of post-90s is rising significantly.' This easily reminds people of a previous incident where a young girl in Hangzhou exposed her first order on Double 11, which turned out to be anti-hair loss products. Huaxi Metropolitan Daily set up the Weibo topic #Post-90s are already bald# for this event, which received as many as 22.569 million reads. Many post-90s netizens used this topic to complain about their hair loss troubles. In addition, not long ago, Ali Health, together with Ali Data, released the 'Fun White Paper on Saving Hair Loss,' which mentioned a set of data. According to consumption data from Ali's retail platform, among consumers purchasing hair transplant and hair care products, post-90s accounted for 36.1%, about to surpass the 38.5% of post-80s. Therefore, whether from Ali Health's data or Bawang's own data, Chen Qiyuan's special mention of 'young boys and girls' in the video was not just casual talk. Behind it is the fact that post-90s are joining the 'main force' of hair loss sufferers. 2 Yesterday, Bawang Shampoo's official WeChat account pushed a graphic message stating that as of October 27, Bawang's hair growth set had pre-sold 89,000 sets on the entire network for Double 11, and Bawang's hair growth liquid ranked first in Tmall's shampoo pre-sale. In May, this data increased to over 98,000 pieces on the 28th. In addition, in today's Tmall 'Top Stores in the Industry' ranking, Bawang's official flagship store's transaction index ranked second only to Tmall Supermarket, showing its popularity. Behind this result, besides the objective reasons of a surge in anti-hair loss market demand that has not been well addressed and competition is not yet fierce, it is also related to Bawang's own changes. Besides today's Weibo response, there is also a typical example where the customer service of Bawang's official flagship store, when responding to consumers questioning the boss's hair loss, gave a self-deprecating answer: 'The boss has hereditary hair loss. If it weren't for Bawang, he would have been bald long ago,' which made netizens laugh. Self-deprecation is common among popular celebrities in the entertainment industry. It can be said that facing doubts and daring to self-deprecate has won a group of loyal fans for many celebrities, including Yang Mi. As the soul of the Bawang brand, Chen Qiyuan, known to consumers through Bawang shampoo, has become an out-and-out 'star.' Using self-deprecation to face criticism indeed aligns with the preferences of today's young consumers. In addition, in the emojis that young people love to use in chats, Bawang also dares to make jokes, 'creating' and using multiple emojis with Bawang elements. From these small details, it can be seen that Bawang is trying to communicate with young consumers in a way they like. ▍Emojis used by Bawang Shampoo's official WeChat in a daily push on the 27th In fact, in this wave of discussion about 'Bawang boss's hair loss' that started on Weibo this morning, the most widely circulated video was produced by Beijing Time, with the original intention of 'Bawang anti-hair loss shampoo can't save its own boss.' But judging from the comments under the Weibo post, most netizens were defending Bawang, saying that Bawang is 'really effective.' This spontaneous behavior of netizens defending the Bawang brand image, besides affirming the product's efficacy, is also related to the increasingly mature consumer mindset and inner national sentiment. In the domestic anti-hair loss market, Bawang's seniority is unmatched. As can be seen from Weibo comments, many netizens, when talking about the dioxane incident back then, pointed out that it was a rumor and hoped everyone would give more support to national brands. In this regard, it can be said that consumers want a 'Bawang' as a representative of national brands to compete with foreign brands in the shampoo field. From the perspective of the hair loss market, there is also a need for a 'Bawang' that can prevent hair loss. But whether Bawang can become the 'Bawang' that consumers and the market expect can only be left to time. Source: Qingyan (ID: qingyanwh) 2017 (3rd) FMCG + Internet Conference will be held in Chongqing in November 2017. The conference will closely focus on the theme 'New Forces, New Ecology' and invite domestic 1000+ distributors, 500+ brand owners, 200+ founders of B2B platforms, and 100+ investment and financing institutions to jointly explore a new chapter of cross-border integration! Click the link below to review the highlights of the first and second FMCG + Internet conferences: 2016 'FMCG + Internet' Summit Forum -END-