Inspiration From Cup Milk Tea

The food industry is newer than IT, electronics and so on. industry The ability to innovate has always been lacking, though Wang Laoji, who has been a great success in recent years, is more like the "old tree buds" campaign, and the rise of foreign cups of milk tea can be regarded as a category. innovate From the industry's innovation ability, it seems more worthy of our attention than herbal tea.

Cups of milk tea two giants do not match each other, a flagship: cup of milk tea first brand It sells 700 million cups a year, and the other one: romance. Who will be the overlord of the industry?

In fact, the question of who becomes the industry's hegemony is not so important here. The most important thing is who has made a decisive contribution to the industry. There are many deep cases in China that cause the entire industry to collapse because of vicious competition. The huge milk industry is almost completely destroyed in the vicious competition. Therefore, in this sense, we no longer advocate brand sequencing and market share. Because this kind of competition often makes us blind and blind. And if a brand has a huge boost to the industry, it will far outweigh its competitive significance.

For example, if Wang Lao Ji and Huang Zhenlong compete for PK, there is no point in it. What does Wang Lao Ji win for Huang Zhenlong? At best, the share in Guangdong market exceeds Huang Zhenlong, which is not comparable to the achievements of Wang Lao Ji today. Wang Laoji did not look at the same kind of short sighted with his peers. Instead, he carried out the value of the herbal tea industry with the incomparable grace. He redefined the value of herbal tea, and then made the cake of the herbal tea industry grow bigger and bigger. Herbal tea also went out of the Guangdong market and went to the whole country in. If Wang Laoji's focus is still on the top of Huang Zhenlong or Deng's brand, then Wang Laoji will never achieve today's results.

What Wang Laoji did was to break the bottleneck of the whole herbal tea category, and benefit the whole industry, instead of closing the door to fight with their brothers.

Definition of category with low added value

Let's take a look at the two cups of milk tea brand, which is more valuable to the milk tea industry. It is clear that the competition is more like the "inner struggle" of the industry. The subtext of the fragrance is: "I am the boss of the cup of milk tea."

We never deny that the propaganda way like "XXX sales first" and "national XX certification" is valuable. Especially in the context of collectivism culture in China, the psychology of consumers' herd is very serious. This seemingly clumsy method is often effective. In a market environment where food consumption is insecure, most consumers are more willing to "trust the masses".

It is clear that in addition to selling the first demand to win the herd mentality of consumers, Xiang Yu fluttering wants to win the best position of the "category representative" of cup milk tea through the first influence of sales volume. There is no mistake in doing so. But Wang Laoji seems to know nothing about the nature of the tea industry. The interpretation of the essence of the herbal tea industry is "getting rid of the fire." it is "preventing excessive fire" which breaks through the narrow use conditions of the "lower fire", which makes the herbal tea a great way.

What is the understanding of the cup of milk tea? Why does it seem that the fragrance of tea is not concerned? What is the reason for the existence of cup milk tea in the market? It is more convenient to drink hot drinks than traditional milk tea. It is concluded that the value of the cup of milk tea is only two words - "convenience", which makes us think of another industry, the instant noodles that we know very well.

The nature of instant noodles is just like its name, that is, "convenience". It is more convenient to satisfy people's hunger at any time and anywhere. This "problem solving" industry definition has also led to the fact that instant noodles are a low value-added category, because in the minds of most of us, this kind of product is "improvise" and starvation. {page_break}

This cognitive mode has led to the fact that instant noodles are difficult to premiums, which leads to the low profit industry of instant noodles. Once the cost of raw materials increases, the whole industry will not be able to afford it. That is to say, the instant noodle industry is flawed from the beginning. A definition of "convenience" leads to no additional value, resulting in low gross profit, leading to the cost orientation of the whole industry mode, resulting in the whole industry only "subcontracting" industry. It also doomed the cruel situation of instant noodle industry today.

It is of course not to explain the convenience of cup milk tea, but in fact consumers have their own cognition of the value of cup milk tea, that is, "hot drinks anytime and anywhere" - that is convenience! If the cup of milk tea is automatically recognized by consumers as "convenience", the industry will be another "instant noodle". As a leader of the industry, fragrance industry does not regulate consumers' cognition of this category, nor does it have a valuable interpretation of the category. Instead, it only borrows the inherent cognition of consumers to expand its market share.

Focusing on product value thinking is ultimately the cost, focusing on the thinking of consumption experience. There is room for premium. You can buy bigger diamonds or smaller diamond rings at the same price, and you will probably buy smaller diamond rings instead of buying bigger diamonds, because diamond rings are valuable to you, and more consumption experience, so that you have the feeling of eternal love, and a bigger diamond is just an expensive industrial raw material or commodity, and is not endowed with the connotation of eternal love.

The same cup of milk tea is just a convenient and relentless commodity, and the understanding of the cup of milk tea stays in the product itself. Goods and consumers are naked interests, without any emotional value. In other words, goods and consumers are based on the bargaining relationship of real interests, and consumers are sensitive to each fraction of the premium. This brand mode makes it difficult for the category to have premium space. Instant noodles are typical brand models. Under the pressure of raw materials, consumers are angry and threatened to eat no more than 2 cents per pack.

Definition of category with high added value

Those who make good use of their interests will disperse their interests while their interests will be scattered.

A perfect brand model is not just a bargaining relationship with consumers based on real interests, it is not a purely rational relationship, or even a higher cost performance to consumers. Most of the domestic brands understand the brand model at this cognitive level. We do not oppose this model, but feel that if we rely too much on this model, it will seriously impede our business imagination. Paying too much attention to the functional value of products will make the industry lack the added value, without the space for premium, and then make the whole industry difficult.

It is difficult to understand why we are calculating when we buy vegetables, but we spend money in high restaurants. This is related to our thinking mode in different environments. In the vegetable market, we use the "live" rational evaluation system, while in some high class restaurants, we are making decisions based on perceptual "face" and "ostentation".

In fact, it is not what products we sell, but what kind of decision making system we plan to use.

Why is there no function of Dove chocolate can be sold to dozens of blocks or even hundreds of boxes? Why does the instant noodles with strong hunger and strong function rise 20 Fen, the consumers are angry? Dove is the consumer's emotional thinking and romantic feeling, and instant noodles are opened by consumers. The reason why Dove sells so expensive is not that the cost of chocolate is higher than the cost of instant noodles.

This is just like when we argue with people and talk about feelings. When we try to convince someone with reason, we use the other party's rational screening system. It is often difficult for us to convince each other, because he has many reasons for his own. When we talk to each other, we often use the perceptual system of the other side. When you tell him your feelings, he is embarrassed to reason with you, and you are often moved. {page_break}

This is what we usually say, EQ is often more useful than intelligence quotient.

Wang Yangming, a master of the heart of mind, thinks that everyone has conscience, and even evil criminals are no exception. We should be good at opening up the conscience of the other party rather than arousing the other's malice. In fact, Mr. Yang Ming provides us with a top brand model.

Let's take a look at what the brand mode of the company is. What's more, it doesn't sum up the convenience of cup milk tea. In fact, there is no need to emphasize this, because the use of the product itself can show this to consumers.

When most people are scolding the chewy advertisement, we applaud it, because it has found a kind of commentary without a local topic. It has found additional value for the cup of milk tea and found the space for premium (even if it can not be a premium). This annotation is not the thinking of the product end, but the thinking of the consumer experience side, which is the feeling of the consumers, rather than the thinking of bargaining. This is a product that infuses the soul into this category rather than annotating it as a functional machine.

People are willing to spend more money on romance than spending money on cups of tea products. When the milk tea has become a romantic pronoun, the brand has surpassed the functional value of the product itself, and also has the added value of the excess part. If it becomes a category representative, this category must have broad prospects instead of going to the end of the road like instant noodles.

This enterprise was positioned by the early attack of "jelly pudding and Xi Li Lang", and has made a qualitative leap to today's smooth and silent private effort. And the fragrance is still in the initial stage of preemptive positioning. If we look at the value of this category, we can see that it is not only a category leader but also an industry spoiler.

We also hope that the best player is the ultimate winner. In fact, this is almost certain.

The innovation of brand mode -- from the mode of thinking

The innovation of brand mode is first of all, the innovation of thinking mode. Food enterprises should not focus on products, focus on processing, focus on product cost performance, but should focus on consumer lifestyles, habits, life vision, so that your brand represents a part of consumer life, rather than representing a product. Not even a particular category.

We often emphasize the correspondence between brand and category, but ignore the value of category itself. Wang Laoji's success is not because he seized the "cool tea" as "category representative". Instead, Wang Laoji used anew to annotate the category of herbal tea, which made the cool tea brand shine. This is the key to Wang Laoji's success.

Excessive attention to categories often makes us lost in products, lost in the competition of positioning, ignoring the source of the value of the category, ignoring the future of the industry. The most important thing is to plunge us into a single thinking mode. We must work hard on cost performance and marginal benefits, and get bogged down in the mire of price war and cost war.

If we want to innovate in brand mode, the first thing we have to do is to discard the old ways of thinking, otherwise it will be easy to return to the stereotype. Forget about your products and pay more attention to the consumers. These old saying has been blocked by our brains. If you really think so seriously from the perspective of consumers?

Brand is not the price performance of the product, but the consumer who wants to spend more money at the same cost.