, there are more and more "assassins" in the food industry. Because
is not marked or the price is chaotic, the "assassins" look in the shelf, which makes people unprepared, but they caught up at high prices when paying. In addition to the
, the assassin can also be fruits, plums, duck necks, yogurt, and even spicy.
shopping mall, fruit supermarket and other "assassin old nests", especially killing.
You have been surrounded by "Assassin"
, although they are all assassins, their styles are not the same. They are good at all kinds of hidden skills and find opportunities in the dark.
ice cream is the most bright assassin tissue. Although they do not marked the price or price dislocation, as long as the assassin asked the bottom, the expression was put back, "I dare not take Qiaolez before, and now I only dare to take Qiao Qiao. "Lez" is a wonderful trick.
9.8 yuan/two is easy to see 19.8 yuan/jin, like high -calorie snacks "each portion" instead of "100 grams" calculated calories. The aunt called the price of 258 yuan as soon as she shoveled it. It was also said that it was finished.
is the same as the scales like words, as well as bulk fruit cuts, Kanto boiled , spicy pot . Watermelon mango is not half a box, nearly 60 yuan; I bought seven or eight skewers, and the wallet was 90.
Milk and Fruit Assassins are proficient in eye -catching and walking out of their unexpected way.
A consumer encountered the promotional price and the assassin product deliberately when buying milk, and immediately put it back. A consumer interviewed by
"Burning Dimension" bought watermelon at the fruit shop near the school. The variety obtained is 5 yuan/jin.
also has a type of assassin's image and aimless acting, but the assassin does not believe this evil, and wants to buy it home.
, for example, MUJI is priced at 9 yuan hot and sour powder. The net content is 10.6 grams. The network map does not see anything. The real thing is the size of the slap, which is suitable for "a bite".
In addition, consumers do not lack some "self -protection skills", they do not have weight in their bare hands, and they do n’t know that the unit price does not know that several Apple is about multiple, resulting in the feeling of being stabbed during the checkout.
"Assassin" is also on fire, and there is also a "touched porcelain" self -media number. The high -priced fruits of the size are calculated into the assassin. They are really expensive, but they have not concealed. Haagen -Dazs has never been called an assassin, because the "luxury" positioning is prominent, and the main thing is the high -end market. It is not difficult to block the assassin by
. It is not difficult to follow the heart without buying it. You do n’t have to force yourself because of the atmosphere, the clerk, and face.
has repeatedly felt "stabbing" because consumers' cognition and actual prices have gaps.
words plum, fruits, ice cream, these popular consumer snacks are originally affordable, we will not deliberately prevent or compare the three companies, there are certain expected price range, but the brands choose to reshape this general cognition. Among them, it is practical. Ken Qian is the iPhone in the food industry. The person who touches the fish in muddy water is cutting leeks.
is one foot high and one foot high. Many consumers issue "Assassin's Wanted Order" on social platforms. Popular science assassin information, "do not take things that do not know, do not enter the store that do not know," became a famous saying.
Assassin's spear, piercing the consumer -upgraded shield
assassin has a very important thing in common -mostly online gods.
.1 billion netizens spontaneously defended the "Snow Lotus Ice Cube" that has not increased in 13 years, but many consumers cannot buy Snow Lotus in the nearby small sales department.
This is because the raw materials for a 50-cent pack of snow lotus ice cubes are mainly drinking water and food additives such as lemon flavor. You can only earn a few cents per pack. The production capacity is limited and it is only sold offline in areas around the factory. If you add more If the transportation cost increases, the price will have to increase, which can be described as "powerless".
On the other side, mid- to high-end ice creams occupy the freezers.
Similar to this phenomenon, around 2014, Northeast Dashan put a batch of small freezers in newsstands and tobacconists, subsidizing electricity bills every month, and leaving a higher gross profit for shop owners. Other brands cost one or two yuan, and Northeastern Daban sells for three or five yuan, but it is still popular. High prices drive out low prices, which is a kind of "survival of the fittest" logic.
The market can only be left to the market, not feelings. After all, the cost of raw materials such as milk, light cream, as well as the costs of labor, rent, logistics, marketing, etc., have not stayed in the past. The familiar is much more cute The price is not what it was ten years ago.
Why are assassins so frequent in shopping malls outside of freezers?
Compared with wet markets, shopping malls may be more frequent shopping places for young people. Some even went to the mall to use the air conditioner in order to save electricity bills. As a result, they were stabbed several times while buying milk tea, pork breast, plums, and watermelon. The story of arriving home and finding that the air conditioner was not turned off.
We knew that things in the mall were expensive, but we didn’t expect it to be so much more than expected. For snack shops stationed in shopping malls, rent alone accounts for about 20% of the total cost. Of course, there are also higher raw materials, labor, transportation, and marketing costs .
However, by opening in shopping malls with high traffic, the "Assassins" can always capture consumers who are not very sensitive to price.
The frequent appearance of offline assassins is also related to the restrictions on express delivery during the epidemic. Chen Ming, a person in the retail industry interviewed by "Open Pineapple Finance" pointed out:
There are so many voices against assassins this year. One of the important reasons is that many users who originally loved to compare prices online and switched to offline consumption due to the influence of express delivery have been Harvested.
What’s interesting is that netizens’ “Guide to Self-Defense” also has similar suggestions:
To buy gummy candies, choose the more familiar Liuliumei, Xu Fuji, Xuehai Meixiang, or buy self-packaged gummy candies on Taobao; If you want to buy fruits, go to Duoduomaicai and Pupu Supermarket. In short, online shopping is more delicious.
In fact, "assassins" did not appear out of thin air this year. A few years ago, they could be called "consumption upgrades", but this year they gathered together and were named assassins.
During the 2019 Spring Festival, the retail price of cherries exceeded 60 yuan/jin, and “freedom of cherries” became a new standard used by people to measure purchasing power. But today, we don’t talk about ice cream freedom, we talk about guarding against ice cream assassins.
This is a collective venting in the name of the Ice Cream Assassin - in the context of the epidemic of frugality, downgrading consumption may be more mainstream.
" Consumer Daily " has counted the five hot words in the consumer field in 2021, namely saving money, replacement, national trend, rationality, and separation. Four out of five are talking about restraint.
Ping replaces factories, Linqi food supermarkets, 688, and is a new shopping paradise; Douban "I Love Linqi Food" group has more than 90,000 "Linqi workers"; from "Beauty Egg Storage Box" to "Egg storage box", after the pink tax, online shopping also has an alternative keyword.
In Douban’s “Crazy Money Saving Group”, there was a post asking, “Isn’t the original intention of saving money for a better life?” A highly praised answer was:
My current life is enough, and I save money to resist risks.
If nothing else, wallet and deposit will make a more realistic decision for us.
There are so many new consumer brands, but we have not yet realized the "new freedom of consumption"
I scanned a circle of wanted assassins, and the famous ones on the list are:
Fruit Assassin " Hundred Orchard " " Fresh Fruit ", Delicatessen Assassin "Jiujiu Duck" " Juewei " " Liaoji Bangbang Chicken ", Plum Assassin "Shibali Mei" "Aren't You Thirsty for Plums" "槑"Speaking of", the oden assassin "Magamaru"... There is no shortage of new consumer brands.
Some consumers believe that Baiguoyuan’s fruits are indeed more delicious, and they are more expensive. “The varieties are different, and Baiguoyuan’s products are not easy to fall into disgrace. There is nothing wrong with them except that they are expensive. If there is any problem, they will be returned.”
There is a reason why it is expensive. This is actually similar to our expectations for new consumer brands.
Take new tea drinks as an example. Tea drinks before 2015, such as Yidiandian, Mixue Bingcheng, and CoCo, often use tea powder, tea leaves or ordinary tea leaves to make the base tea, and blend them with creamer powder; 2015 Since the year, a new trend of tea drinks has been launched in the tea drinking industry, which is extracted from high-quality tea leaves and flavored with fresh fruits or fresh milk. Xicha , Naixue, Tea Yanyuese are representative brands.
However, although raw materials account for the bulk of the cost of milk tea, the cost difference between each brand is not too big. Some brands have high pricing, and additional costs include brand marketing, store investment, complex production lines, etc.
At the beginning of this year, the prices of some new tea products such as Heytea and Naixue were reduced, and the prices that originally exceeded 30 yuan disappeared.
▲ Picture from: Kaiboluo Finance
This does not mean that Heytea and Naixue give up their light luxury positioning. They are broadening the price range in the stock competition, controlling costs through supply chain, brand value, scale advantages, etc., to achieve the same goal. Products with better prices but better raw materials can attract more audiences.
Consumers are still willing to pay for better products and experiences, but due to various reasons, a psychological upper limit has been established that is difficult to break. A cup of milk tea priced at more than ten yuan is indeed a pricing that is more in line with the current situation and more in line with consumer perceptions.
also has the opposite example. For example, "Ramen Shuo", an upgraded version of instant noodles, costs more than 20 yuan a portion. It has exquisite vegetables, real meat, non-fried noodles and relatively nutritious soup stock.
However, due to reasons such as "expensive price, short shelf life, strong substitutability, and not particularly amazing taste", ramen said that it does not sell well offline, and consumers are more willing to buy a fresh box lunch and a cup of freshly ground coffee for the same price. .
was founded only 3 years ago and started as an online channel. Zhong Xuegao can quickly break out of the industry, relying on the Internet style of new consumption standards.
sells domestic products with characters, emphasizing high-quality raw materials, and launches joint products with Luzhou Laojiao , playing with Weibo, Douyin , Xiaohongshu... Zhong Xuegao is a veritable "Internet celebrity" brand, 66 Yuan Yi’s “Ecuadorian Pink Diamond” is even more impressive.
It doesn’t matter that Zhong Xuegao sells high prices online. It’s another thing to go the route of selling low-priced ice cream to the public at high prices offline. It chooses to be in the same place as ordinary ice cream and “stab” a wide range of non-target people.
Regarding the quality issues that have been criticized verbally and written, senior dairy industry analyst Song Liang said that judging the quality of ice cream by burning and charcoal roasting is not scientific; the Nanjing Municipal Market Supervision Bureau tested 5 products of Zhong Xuegao and proved that they were all qualified. Zhong Xuegao does use better raw materials such as milk, whole milk powder , etc., which is not the same track as the one-yuan popsicles with simple production technology and single raw materials.
has better quality and taste, so it’s natural that it’s more expensive. However, Zhong Xuegao was administratively punished twice for false advertising in 2019. The "Turpan Special Red Grape" is actually ordinary red raisins, and "does not contain a drop of water, pure bovine frankincense" is added with drinking water. New consumer brands that are making rapid progress should reflect on this kind of self-defeating behavior.
The so -called new consumption is the upgrading and reconstruction of past experience. It is the tentacles that meet the current needs. Not a gimmick on your own.
is indeed. Perhaps because the price exceeds expectations, maybe because it is not just needed, the sword refers to the consumers of the assassins to make a decision and not choose the so -called "consumption upgrade".
is based on my observation. In a group of milk tea shops on Yiyuan South Road, Guangzhou, Mixue Ice City is the most lively. The reason is simple. On this severe homogeneous and competitive tea track, under the surround of new consumer brands It is still the cheapest one on the street.
