Recently, affected by the strongest cold wave since this winter, the temperature dropped sharply in many places across the country, including cold wave, blizzard, freezing, and strong winds. The Central Meteorological Observatory issued four warnings It spread coldly across the country. With the onset of "quick-freezing mode" in the weather, consumers' enthusiasm for consuming drinks in freezers and on shelves has "cooled down" a little compared to before. For some powerful brands, such changes in external factors do not seem to have much impact on their sales, or the impact is within the pre-control range. But on the contrary, many uncompetitive Internet celebrity drinks seem to have finally found a "fig leaf". They blame all the reasons for their decline in sales on the impact of the off-season, without mentioning or unwilling to admit that their own Internet celebrity popularity has long been Start "reducing the fever" of . Internet celebrity drinks are "reducing fever" In recent years, batches of traffic players have emerged on the beverage shelves. Even Heytea and Nayuki's tea, which have established brand recognition in the new tea field, have also entered the bottled beverage competition. Dao, eager to continue to monetize Internet celebrity traffic. bottled beverages are one of the consumption tracks with the most flexible consumption space, the widest distribution of channels and the lowest consumption threshold. It is precisely for this reason that the small space of the beverage cabinet is always busy. In fact, after a brief observation, it is not difficult to find that the popularity of Internet celebrity brands last year or earlier this year has now been significantly reduced on social platforms or offline refrigerators, and their traffic has long been lost after a short period of gimmicks. For example, the "Maotai Flavor Latte" became very popular on the Internet not long ago. Since Kweichow Moutai and Luckin Coffee jointly launched the "Maotai Flavor Latte", it is known as "wine and coffee, all it takes is this cup" 's wine and coffee combination. It deeply touched the spirit of the workers who were in urgent need of a boost. Luckin's stores were so popular that they also attracted many beverage brands to imitate and launch their own sauce-flavored latte cups or bottled drinks with similar design styles. As a result, many consumers place orders out of curiosity, but in terms of taste, in fact, whether it is Luckin Sauce Latte or imitations of other beverage brands, consumer reviews are both positive and negative. 1. Some people say that tastes too weird and smells like low-quality alcohol. Some people say that after drinking half a cup, they feel a little tipsy. Others say that it is refreshing enough to stay up until the early morning. . However, after this drink experienced a short period of popularity after being launched, less than three months later, the discussion dropped sharply. Now, after searching for the keyword "sauce latte" on social platforms, most of the posts They were all two or three months ago, and the wine + coffee drinks launched by some brands at that time have also fallen sadly after experiencing initial fans. From being extremely brilliant to being discussed little, the time is as short-lived as a flash in the pan. This makes people think, even the smash-hit sauce latte cannot escape the fate of "debut is the peak". Is it true that in this fast-paced consumption era, Internet celebrity drinks are really destined to have no evergreen trees? In fact, is not, determines the fate of Internet celebrity products, not the word "Internet celebrity", but the product . If a brand wants to extend the lifeline of its products, the first thing to distinguish is the difference between "fancy" and "innovation". Although playing tricks can attract attention and harvest traffic for a while, it is always a "one-shot deal". The ebb of sauce latte is a true portrayal of "one-shot deal". This profit model is to a certain extent The dilution of brand capabilities is a drain on consumers' patience and trust.. At that time, the dealers who took a fancy to the popularity of soy sauce latte and went crazy to purchase agents must now be suffering from the backlog of unsold inventory in the warehouse. Rational consumption has the upper hand,
DT Research Institute and Meituan Waimai shows that the post-395 generation pays most attention to quality when consuming, followed by "own needs"; the post-00s respondents care most about "own needs", followed by "quality" . In the process of consumption, the most unacceptable thing for young people is "poor product quality". This also means that for a drink, the popularity of the product and the Internet celebrity effect begin to fail in the minds of young people. When rational consumption begins to take over, "Internet celebrity" is no longer a pass. The public's pursuit of quality has made the lifespan of those uncompetitive Internet celebrity drinks shorter and shorter. In the era of fast consumption, some Internet celebrity drinks have attracted a large number of dealers to act as agents by virtue of their low technical barriers and the Internet celebrity attributes brought about by excessive marketing, and have also quickly moved themselves to the forefront of the market. However, if a brand or product wants to develop long-term and healthy, quality assurance is the foundation. But quality is precisely the flaw of many Internet celebrity drinks. As we all know, Internet celebrity drink consumption is "emotional consumption" rather than "rational consumption" . Food safety is neither the main gimmick of merchants nor the starting point of consumer purchasing behavior. In order to increase sales, some Internet celebrity drinks seriously deviate from product quality attributes and ignore relevant standards. In particular, some brands that are still in their early stage have low management levels and have large food safety risk loopholes. It is not difficult to explain why Internet celebrity food and beverages are frequently exposed. This situation has also made those beverages or foods with Internet celebrity labels become synonymous with "inferior quality" in the eyes of some consumers, presenting an "You Fang Sing" Let me show up and lead the way for dozens of days" situation. The balance of channels is tilted,
▲Picture source: Weibo @元气 Forest Official Weibo In order to enter more offline scenes such as supermarkets, convenience stores, and new retail, Yuanqi Forest has even established an offline sales team of several thousand people. Through expansion dealers to stabilize offline channels. Moreover, Yuanqi Forest is also very careful in developing offline channels. It has its own set of strategies. For example, it will avoid traditional distributors and choose self-employed or small stores who want to operate the beverage category as exclusive distributors. But even so, Yuanqi Forest’s 1 million terminal outlets are all “still at the level of primary school students” as he jokingly calls them. In addition to new consumer brands such as Yuanqi Forest, the foundation of the leading beverage company Master Kong lies in the channel network established over many years. As of the end of 2021, Tingyi has more than 80,000 dealers and more than 4 million terminal retail outlets. There is also Dongpeng Beverage . In the process of nationalization, Dongpeng Beverage's channel network has become more refined and diversified. All in all, China's soft drink market exceeds one trillion yuan, with at least 70% of sales coming from offline. Offline channels are the main battlefield recognized by beverage giants and must be conquered. From the breakdown of , whether it is modern channels, catering channels, traditional distribution channels, special channels, vending machine , etc., among these channels, nearly 6 million traditional distribution channel terminals are the focus of brands. They are like capillaries that go deep into the community and are close to the consumer groups. For beverage brands, the only way is to put the products on these shelves so that millions of store owners are willing to help you promote and sell them, so that consumers can easily Only by getting it can the beverage giant's sales of billions or even tens of billions be truly achieved. Disclaimer : Some of the information provided in this article comes from the Internet and is for user browsing only, but we cannot ensure the completeness, timeliness and validity of the information. If there are any infringement disputes or other issues that arise during use, please contact in time to delete them. We will not be responsible for this. —END—