current position:Home>"Subway begging" is actually new product marketing. How many volumes does the tea circle promote?

"Subway begging" is actually new product marketing. How many volumes does the tea circle promote?

2022-05-07 16:34:0736kr

“ Build up your courage , Accosted a little sister ” 

In recent days , A hot note in Xiaohong Book attracted Xiaoyu's attention , It's about , On the subway , A boy saw a little sister holding three cups of milk tea , Go up and chat up , And proudly said that she would take a cup of milk tea from her younger sister . 

Then , The incident appeared again in the little red book , Express “ I was going to ignore the boy , But he kept on talking , It's annoying . Sent a cup of milk tea ”, And in the title “ nausea ” The expression of . 

Microblogging @ Meimeiko bot Forwarded the event , Instantly caused the melon eaters to treat boys like this “ chat up ” The resentment of the way . 

stay # Tricky poor man topic page , Netizens commented and accused the boy “ Isn't begging forbidden on the subway ”“ The skin is thicker than the wall , He doesn't think he's smart, but Love ”. 

However , At this time, careful Netizens found , Compared to the event itself , The pictures are worth pondering . 

In the picture of the document from the perspective of girls , Take a clear picture of two cups of milk tea , It is two cups of books that burn Fairy grass New products “ Orange man camellia ”. And then , Someone stood up and said with certainty ,“ This is actually the book also caused the opposite soft wide ”“ The crafty marketing Guangzi of a Book Burning fairy grass ”. 

After the resumption of the whole incident, the masses were speechless for a moment , At the same time, I can't help wondering , recognized “ Roll King ” The marketing mode of the new tea industry , already “ volume ” Have you reached this point ? 

01 Fancy cross-border joint names , Each brand shows its magic power

Cross border co branding , It is the of milk tea marketing today “ A soldier's land ”, In the process of brand linkage , The brand side can always unlock all kinds of strange communication “ New ideas ”. 

4 month 8 Japan , Ruixing posted a microblog on the official wechat “ Countdown three days ! This cooperative brand 34 For the first time in years ”, And a vague picture of the joint brand , It seems to be deliberately creating a sense of mystery . 

However , A group of netizens in the comment area have already guessed that this action is “ Coconut coconut joint name ”, The partner is the old coconut juice brand , Some people even started to give two brands CP name , what “ Coconut deer Salem ”、“ Lucky deer under the tree ”、“ Tree brother and deer sister ”. 

After being seen through , Ruixing posted another microblog , Beg for mercy from netizens , Express “ Let me finish the performance seriously ”, At the same time, coconut official wechat also came to comment below “ Come on come on , We'll continue tomorrow ‘ Play ’”. 

But actually , This forced to disrupt the rhythm of communication , It looks like a pinch , In fact, take it . Whether or not Ruixing deliberately arranges himself “ Marketing rollover ”, In the sound of ridicule , It launched a co branded product “ Coconut Latte ”, Have successfully attracted a lot of attention and curiosity from netizens . 

And after the launch of the new product , The official also unlocked the poster of the new posture of drinking Ruixing , That is to imitate the pose of the model in the coconut tree and coconut juice advertisement , And then “ Coconut goddess ” Xu Dongdong himself came to an end , Demonstrated a new camera pose . 

And then , It has attracted a large number of netizens to send videos and take photos to imitate . 

According to Ruixing's official wechat message , Yeyun series products 2022 The annual sales target is set as 1 Hundred million cups , Comparable to the single product freshly ground coffee with the highest sales volume in the domestic market “ Raw coconut series ”. 

However , After this “ Fancy operation ”, The actual effect is much better than expected . The total sales volume of Yeyun latte on the first day exceeded 66 Ten thousand cups , Some stores even sold out in just a few hours , Since listing, the average daily sales volume of a single store has exceeded 100 cups , Significantly pull Rui Xing coffee The improvement of overall sales , It is expected to set a new record for new product sales . 

Similarly, , Rui Xing is not the only one who sells fancy unlock joint brand new posture . 

Almost at the same time ,4 month 6 Japan , The cross-border joint name Xicha official account 、B The avatars of the station and other official media accounts have been replaced with explosive heads LOGO, Also released a message “ Xi tea is dark ” The dynamics of the . 

Netizens are keen to capture , Happy tea must have come again New movement do . 

Sure enough , The second day , With trend Godfather Hiroshi Fujiwara “ black Tea” Limited Planning , In addition to introducing the latest special drinks “ Cool BlackBerry mulberry ” Outside , Also launched a series of CO branded cups 、 Cup cover 、 Insulation bag, etc . 

Xi tea this joint name , Designed to reflect “ Inspiration and cool ” The spiritual core of , It immediately resonated with young people , a “ Second creation ” The tide is in vogue . 

Xiaohongshu netizens have printed pictures , Refit the joint name of happy tea into a vase 、 Penholder and so on , Because of its unique black , Netizens call directly “ senior ”.  

After discovering the second innovation enthusiasm of netizens , Also respond quickly , Decisively reprinted these contents , Encourage more consumers to carry out secondary creation . 

02 Hot pot milk tea 、 Pepper milk tea flow password , New ways of short video marketing

In addition to pushing through the old and bringing forth the new in the joint name , Take the psychology of curiosity as the driving force , Milk tea brand also has new marketing methods . 

SEVENBUS Realized 22 Yuan's idea of having enough with milk tea , With a whole bowl of black sugar smoothie , Put taro balls on it 、 Pearl 、 Highland barley 、 Sweet potato and an ice cream ball , Created a real “ Milk tea hot pot ”, After the launch of the product , The brand quickly linked with various food bloggers to punch in one after another . 

and Naixue's tea The latest product is domineering and crisp Guava , In addition to taking guava, a unique fruit in Chaoshan, as the raw material to match with mango , The official also gave chili powder 、 Plum powder , And shared a hidden way to eat . 

It encourages netizens to sun out the new eating method of this new product on the social platform , Attract a kind of netizen to call directly “ Naixue is so good at playing ”、“ It tastes amazing ”、“ Surprisingly good ”.  

meanwhile , In addition to other ingenuity in products and forms , How to use channels , Maximizing the marketing effect is also the proposition of each milk tea shop . 

Following Snow Ice City Achieve almost perfect by magic theme song “ After virus marketing ”, The short video platform is still “ Favored by milk tea merchants ”, One of the reasons is that the short video platform is easy to spread , And easy to form social topics , At the same time, the popular content on this platform is mostly pushed by young consumers , This makes its user push more accurate . 

According to Xiaoyu observation , Recently, the book also burned Xiancao to promote new products , Launched the latest... On Tiktok # One mouthful full of vitality value activities , use Is there a book Also burn the brand image of Xiancao and the stickers of new products “ Who's not a dynamic rabbit ” and @ Official account number , That is, you can participate in activities , The official will be creative with video 、 Rule association degree 、 Give rewards by ranking in the comprehensive amount of likes , The first prize is the chanel bag worth 10000 yuan . 

also , Under the shadow of the epidemic , Milk tea is also catching up with the current hot group buying trend . The book also burns fairy grass to launch the Tiktok group purchase , In some anchor studios ,9.9 Yuan is enough get A cup of books is also new .Coco5 The latest group buying activity in May , Two out of three, just 15.9 element , At least 7.9 element . 

03 Whether the sinking market is really broken ?

Despite the efforts of various brands , The overall road of breaking the new tea industry is still difficult . 

According to the investigation launched by houlang Research Institute , Results show , Nearly 70% of young people think they will not be affected by online marketing and business brainwashing , Yes 20.27% People are not moved before the new product , Only choose the taste you like . 

Now , The new tea brand began to turn to the new problem-solving idea of sinking the market . 

As early as 2020 year 4 month , Xi tea launched a sub brand “ Xi Xiaocha ”, According to the tea loving plan , The customer unit price of Xixiao tea brand products is 15 yuan , said “ Be as affordable as possible on qualified standards ”. 

And this is just foreplay , In this year 2 month 24 Japan , Xichaben brand also began to adjust the price , Its official wechat officially announced “ Within this year , Will no longer launch 29 Drinks of yuan and above ”, And said “ We sincerely invite you to witness , Never slap in the face ”. 

among , The single product pure tender bud with the greatest price reduction is made by 16 element / Cup down to 11 element / A cup of , Drop in price 31%. 

After the price reduction of Xicha , Naixue's tea, which is also facing the high-end market, followed up immediately .3 month 17 Japan , Naixue's tea announced a comprehensive price reduction plan , Its classic products have been greatly reduced 10 element , Its products are the lowest 9 Yuan Qi , And launch 9 To 19 yuan “ Relaxed ” series , Promise a new low-cost product every month . 

Some consumer industry analysts and experts believe that , High end brands go down “ compatible ”, Exchange price for quantity 、 Trade volume for market , And with the advantage of sexual price, retain and capture those price sensitive consumers , It will be the strategy that some advantageous tea brands have to adopt . some time , The mid-range milk tea market may become the core of the tea industry . 

This article is from WeChat official account. “ Marketing jam for fun ”(ID:marketingyuzijiang), author : Tea Xiaobai ,36 Krypton authorized release .

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