"Soak wolfberry in a thermos cup, Coca-Cola plus Codonopsis pilosula " , the health regimen of contemporary young people is already very hardcore, right? But compared to the "whole stick" ginseng water that has become popular recently, it is simply insulting and extremely harmful.
The nourishing effects of "wolfberry and Codonopsis pilosula" and "ginseng" are comparable. The most important thing is a whole ginseng water. A bottle of water contains a whole ginseng. It has 0 sugar and 0 fat, which is especially popular among young people. Health care is no burden, just like this, this ginseng drink, which can be called the ceiling of punk health care, "a whole stick" has become popular and it is even more difficult to buy one at Lawson convenience stores.
As a plant drink ginseng water, is priced at 19.9 yuan for a whole stick. Its product introduction contains a whole ginseng produced in Changbai Mountain. Within 8 hours of opening the lid, you can add warm water for 8 consecutive refills. Therefore, from the perspective of product design, the price of this product is not 19.9 yuan, but only 2.5 yuan per bottle. It is a value-for-money health drink that buys one bottle and gets eight bottles free.
In addition, as a tonic, a whole ginseng root can be freely mixed with wolfberry and rock sugar to make it taste more delicious. Its product appearance design adopts a transparent glass bottle, allowing consumers to see what they get, perfectly presenting the visual sense of a whole ginseng. Do you already have the urge to spend after seeing this? Don’t worry, compared to the temptation of a whole stick of ginseng, the efficacy of this product is also very outstanding. focuses on solving the situation of staying up late among contemporary young people, freeing you from the trouble of staying up late syndrome, and allowing you to achieve "staying up the most" with one stick. The hard-core maintenance of "raising the most expensive life in a cruel night".
In addition to the hard-core maintenance methods, the company behind Zhenggen is also very hard-core. Its operating entity is Hard-Core Yan Institute (Wuhan) Food Technology Co., Ltd. Before a whole stick of ginseng water, a ready-to-eat bird's nest product was launched, "water + bird's nest + rock sugar" = a cup of original product, but this product did not come out of the circle as smoothly as a whole stick of ginseng water.
It is not difficult to see that this company not only has a hard-core name, but the products it launches also belong to the hard-core categories in the field of health care. At present, many people attribute the popularity of the whole stick to the channel construction of Lawson convenience stores, because many ginseng beverage products have appeared in the market before, but they have not reached the market popularity of the whole stick. Currently, search for the key in Xiaohongshu For the word "ginseng water", the search results are almost a whole bunch of information, and there are more than 20,000 product-related notes. But in the author's opinion, Lawson's channel advantages and overall marketing are important, but the core of its real success is the "hard" nature of this product. Where is the difficulty of
? First of all, the product name of this whole stick is quite tough. The product name alone seems very ordinary, even a little obscure, but when the whole stick is combined with ginseng water, it is simply a wonderful combination, "This is What kind of water is this? This is a kind of ginseng water. What kind of ginseng water is a whole stick of ginseng water? ". Is this naming and positioning so catchy that you can understand it instantly?
So if we talk about the underlying logic behind the popularity of this product, it is product positioning and naming. Just imagine seeing a whole stick of ginseng water like this on the shelf of a Lawson convenience store. Whether you buy it or not, this shelf is absolutely perfect. Laman, the only thing consumers have to consider at this moment is the product price of 19.9, and whether they should pay this "health tax". However, after short-term verification by the market, many consumers still pay this "health tax".
Is the 19.9 health tax expensive? Judging from the information disclosed so far, the wholesale price of this so-called Changbai Mountain ginseng is about 2 yuan per root if more than 50 ginseng are purchased at one time. If you buy 1,000 pieces or more at one time, it seems that you can lower the cost again. As for a high-end glass bottle that allows consumers to see ginseng at a glance, the cost of the bottle + cap is about 2 yuan.
Under this logic, we can come up with such a formula, that is "glass bottle = ginseng", "glass bottle + ginseng + whole root" = 19.9 yuan. Whether this health tax is expensive or not is up to you to taste. According to market feedback, the main consumer groups of this product are young people and middle-aged men. Young people are attracted by the health-preserving effects of ginseng, while middle-aged men may be attracted by the name of the whole root. Take a closer look.
To sum up, a whole stick can be so popular that it is difficult to find in convenience stores. Although there is a basis for the success of the product itself, it remains to be seen whether this phenomenon can continue in the future. Although its health-preserving function hits the pain points of young people, the Lawson channel also caters to the consumption scene, and the whole root name also maximizes the curiosity of consumers, but judging from the reputation of the product, "The ginseng flavor is a bit overpowering, and the taste is very good." Judging from the feedback from netizens, "It's strange, a bit bitter and spicy, and it doesn't work in personal testing", there have been doubts that the product's gimmicks outweigh its actual efficacy.
So once the market enthusiasm and consumer curiosity dissipate, the whole story will most likely come to an end. But this product also brings us some market thinking, that is, With the correct choice of FMCG channels + product functions that fit the times + precise category positioning, it is not difficult for a product to become popular and get out of the circle, But this is the case With the naked tax cut on health care, whether the product can continue to become popular will be left to the market & consumers to test.
