Dongfang Zhenxuan Loses 180,000 Followers in a Week: Why Is This Happening?
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According to Chanmama data, Dongfang Zhenxuan's Douyin account experienced continuous negative growth in followers from January 1 to 15. From January 9 to 15, Yuhui Tongxing's total followers increased from 7.224 million to 11.931 million, gaining 4.707 million followers, while Dongfang Zhenxuan's total followers dropped from 31.508 million to 31.327 million, losing 181,000 followers. This stark contrast raises the question: Why is Dongfang Zhenxuan losing followers?
First, we need to understand the positioning and characteristics of Dongfang Zhenxuan. It is an e-commerce platform primarily focused on recommending high-quality agricultural products, with the original intention of providing consumers with healthy and premium agricultural goods to support rural revitalization. On this platform, consumers can purchase various agricultural products such as fresh fruits, vegetables, and meat, all of which undergo strict screening and quality testing to ensure excellent quality.
However, over time, some issues have gradually emerged. First, Dongfang Zhenxuan's products are generally priced higher, which may be less acceptable to average consumers. Although the products on the platform are of high quality, price remains a significant factor in consumers' purchasing decisions. Second, Dongfang Zhenxuan's marketing strategy also has some shortcomings. The platform offers relatively few promotional activities and discounts, and lacks interaction and communication with consumers, leading to a gradual decline in consumer engagement and loyalty.
In contrast, Yuhui Tongxing, as an emerging platform, has a different positioning and characteristics. It mainly sells various household items, digital appliances, and other products, offering a more diverse range of goods. Moreover, its marketing strategies are more flexible and varied, frequently launching promotions and discounts, which attract a large number of consumers. Additionally, Yuhui Tongxing actively engages with consumers through social media and other channels, strengthening consumer trust and loyalty. Through the above analysis, it can be seen that the loss of followers by Dongfang Zhenxuan is not accidental. With the intensification of market competition and the continuous changes in consumer demands, e-commerce platforms need to constantly adjust their positioning and characteristics, as well as factors such as marketing strategies and product lines, to adapt to market changes and consumer needs. At the same time, e-commerce platforms also need to strengthen interaction and communication with consumers to enhance their trust and loyalty to the platform. Only in this way can they remain invincible in this highly competitive market.