Mourning tea
In the outbreak season of queuing economy, the food stores in online celebrities are on fire. You have to wait in line for n hours to eat a green ball and have a cup of milk tea. I heard that there is an online celebrity milk tea called Xicha, and you have to wait in line for more than 6 hours to get a cup. Some netizens suggested that Tomb-Sweeping Day is coming, and Xi tea is out of tune with the festive atmosphere. It is better to open a new milk tea shop opposite Xi Tea Industry, and create the first explosion of celebrity milk tea on the Internet during the 20 17 Qingming holiday, which is called "tea funeral".
What does it mean to lose tea?
In the "funeral tea" shop, it can be said that it is full of negative energy, and even the decorative paintings hanging on the wall are all kinds of crying and depressed faces. The slogan of "Funeral Tea" shop is "a cup of negative energy every day", which is wonderful and funny.
The list of milk tea is bursting with negative energy, mediocre black tea, fruit tea without salary increase and smoothies that work overtime every day. You are ugly not only because milk tea is fat, but also because your ex-boyfriend's latte is better than you ... It's really sad.
Where is the funeral tea?
Mourning tea
So, where is the tea shop? I heard it was opened in the most prosperous and crowded place in Shanghai. Huaihai Road, Lujiazui, People's Square, Xujiahui, Wujiaochang and Qing Concession all have them.
"Mourning" is the transformation of "happiness", which has the feeling of teasing, spitting and embarrassment. It is a form of anti-chicken soup that young people like privately, leaving serious jobs. "Mourning" makes young people more comfortable, and the popularity of the Internet helps young people to release negative energy to the fullest.
The most important keywords behind the birth of "funeral culture" are: young people and the Internet. Not only Internet brands, but also traditional brands that are more conservative than Internet brands, trying Internet marketing is actually to cater to and seize the market of young people and make an "anti-chicken soup" communication. It seems that these brands are increasingly eager to bring back the sight of young people. Of course, their methods may still be conservative. For example, UCC chose to establish contact with #neenergy#, which has a certain degree of communication. In addition to following the trend, it may be decided to implement it after evaluating that this is an "out of line" marketing with "low error rate".
"Cultural loss" is a phenomenon, and brands can do marketing activities to cater to young people by reading consumers' psychology, but this phenomenon is only temporary. Returning to the essence of products and building core brands may be more important than catering to temporary needs.