Compared with Wahaha and Xizhilang, pioneers of the food industry, Xiangpiaopiao is more like an adult, who goes directly out of the children's circle, targeting boys and girls, white-collar workers and housewives who pursue fashion trends and leisure life, although they all started from snacks and children's leisure food. McDonald's and KFC, which are mainly aimed at children's market, have also turned their advertising amplifiers to these consumers with great potential. Although Wahaha and Xizhilang are also adults, the limitations of their brand names have become natural barriers. No matter from which direction, Wahaha and Xizhilang are difficult to hook up with adults, while the fragrant brand names have no such obstacles, so they can easily cross this line of defense and enter a broader market field.
Vertically, Yakult from Japan is quite different from yogurt, Suntory oolong tea and Uni-unified oolong tea from China in taste and fragrance, Yakult has a stronger aroma, and Suntory oolong tea has a more mellow taste. Xiangnong milk tea has something in common with international beverage companies, and its aroma is particularly strong, which is a good selling point; However, it did not dig deep and did not enhance the consumer experience. Yakult has encountered the problem of homogenization in its positioning, and it is also a lactic acid bacteria. It's hard to tell which kind of bacteria you cultivate by a concept alone, and it's even harder to tell the difference between it and yogurt. If we can strengthen this difference in taste, it will be a wonderful way to come back to life.
The success of fragrance is a systematic success, not a single breakthrough. The cleverest thing is to find the structural defects in the milk tea market, just like when the street is full of foot washing rooms, the opportunity to wash feet is easy to succeed; Melatonin is the saddest time for health care industry, but it has achieved attractive results; The rise of Focus Media is also due to the discovery of such structural opportunities. "The value of structure is far greater than the value of details", and the opportunity of structure is the real opportunity to make money. The marketing model of fragrant and fluttering milk tea is also remarkable. Instead of spreading Chili noodles all over the sky, it skillfully transplanted the "Chinese food" model. Of course, the starting point of its side dishes is not catering, but the university campus with more consumption leaders, firmly entrenched in convenience stores inside and outside the university campus, using the influence and driving force of these people, it first makes side dishes and then becomes popular. At the beginning of its market layout, Hangzhou, Zhengzhou, Nanjing, Beijing and other large and medium-sized cities with radiation power were established, and then radiated to surrounding cities, taking advantage of the trend and achieving great success.
During the investigation around the university campus, it was found that there were scattered bulk milk tea supply points of brands such as Kuaisanshan and Typhoon Shelter and various miniature miscellaneous brands outside the campus. We found that the business of these small shops became hot as soon as noon, and college students in twos and threes came out of school to buy it as dessert. According to them, drinking milk tea after meals can relieve boredom and is also a medium to deepen mutual feelings. Some of them just buy it to satisfy their hunger, and some even get into the habit of having a cup of milk tea with a sausage or bread pie at noon every day, which is regarded as a dinner. In our imagination, obese women should avoid milk tea because of its high sugar content, but contrary to our guess, in order to alleviate their desire, they found a good reason for themselves. "It's not like eating rice every day, and drinking a cup occasionally won't lead to obesity. This is totally unfounded."