There are too many "experts" now, so many people just take a look at the advice of "experts". But brands are keeping an eye on these suggestions, because these "suggestions" may be turned into business opportunities. For example, the milk tea, which netizens call the “COVID-19 special drink”, is selling out like crazy!
What is the “New Crown Special Drink”? First of all, this is not a medicine, and there is no need to rush it. It is a tea drink composed of pears, oranges, lemons and other fruits launched by a milk tea brand. Because it has the effect of supplementing vitamin C and tastes better than the homemade version of pepper whole pears and orange water, it is called the "New Crown Special Drink" by netizens. According to netizens, HiTea 's "Big Orange Painted Pear", Nayuki's Tea 's "Domineering Tremella Stewed Pear", Shanghai Auntie's "Freshly Stewed Whole Pear", and Mixue Bingcheng 's Sticky Orange and Snow Pear Tremella are the most praised " New Crown Special Drinks"!
Some time ago, "Baojuan" became popular all over the Internet, and many friends had the same feeling. Some friends said that it felt like there was a blade in the throat. So experts took action and recommended drinking more water, water with electrolytes, lemon water, pear soup, boiled oranges with salt, etc. As soon as the experts suggested it, friends started to take action, making these fruits hard to buy and the prices have also increased. However, some friends still bought it, so they followed the experts' advice and started it, but the result was a failure.
So the friends thought of milk tea. There are many fruit teas in milk tea shops. Tea brands also seized the opportunity in time, putting milk tea aside and fully promoting fruit tea. HiTea has launched the "Big Orange Painted Pear", Nayuki's "Domineering Tremella Stewed Pear" with more than half a cup of ingredients added to the tea, and Auntie Hushang's "Stewed Whole Pear" is topped up with a whole pear...
milk tea shops are booming, and coffee shops are not far behind. In order to meet the current needs of friends, coffee shops in Shanghai have launched Fat Sea, Honeysuckle and Dandelion Tea, and Isatis Coffee. Did you know? A cup of Pangdahai Honeysuckle and Dandelion Tea sold for 41 yuan, and it is also a hot product and a top seller.
It is estimated that this is the first time for many friends to hear about the "New Crown Special Drink". In fact, this kind of marketing is already familiar to milk tea brands. Milk tea brands are the best at using scene marketing, such as the first cup of milk tea in autumn, mung bean soup to relieve the heat, and even "aunt's special drink"! Ingredients such as brown sugar, red dates, ginger, wolfberry, etc., which can nourish blood and improve Qi, are paired with milk and black tea, striving to allow girls in special periods to drink milk tea with peace of mind.
For example, Cha Momodo's ginger juice, longan and red date tea, lemon tea's brown sugar ginger milk tea, Yang Xiaoxian's ginger fresh milk, Xiahuotang's egg Tremella liqueur, etc. are all Aunt's special drinks with "special effects". There is even a milk tea brand directly called "Aunt's Hot Drink", specializing in health-preserving hot drinks, and starting to grab customers just from the name.
What really makes these "special drinks" popular is the Xiaohongshu platform. Xiaohongshu is a platform for sharing life. If you have something fun, delicious, or nice to wear, if you share it on Xiaohongshu, you will get high exposure. The editor went to the Xiaohongshu platform and searched for "New Crown Special Drink". The most popular note has 23,000 likes, 14,000 collections, and 2,000+ comments. Judging from this number of likes, this note should have tens of millions of exposures. In addition to this note, other notes about the "New Crown Special Drink" are also highly liked. There are also brand accounts that specifically publish relevant notes for promotion.
This is the charm of the marketing of Xiaohongshu scenes. Nowadays, the notes in Xiaohongshu have had an impact on people’s lives. Recently #小红书adults use Merrill Lynch guide to cause controversy# has been on the hot search. Let’s not discuss the content of notes and whether adults should use Merrill Lynch, but the popularity and exposure of notes in this type of guide are enough to illustrate the effect of scene marketing on the Xiaohongshu platform.
When it comes to scenario marketing, media box still has a certain say. Media Box can be said to have been deeply involved in scenario marketing for many years and has successfully served many brands.For example, the media box once worked on a Xiaohongshu scenario for a dog food brand. Compared with some dog food brands looking for review accounts to promote, we set a scenario for the brand this time: with a monthly salary of 4,000, what kind of dog food can you buy for your dog?
The reason why this scene is set is mainly because of the cost performance and crowd positioning of this dog food. In addition, monthly salary is a relatively sensitive topic, which can easily lead to discussion. After the grass planting was released, the results were also very satisfactory to customers. In two weeks, the total exposure was 1.5 million+ and the total interaction was 19,000+. According to customer feedback, the search volume, consultation volume, and order volume of the store on Moubao have all increased significantly at this stage.
If you are also in the fast moving consumer goods business and want to make a hit like "New Crown Special Drink". Then listen more to the "experts" and then study Xiaohongshu's scene marketing!
