An autumn rain and a cold, seeing that the autumnal equinox has passed, there are only 100 days left in 2020, and many netizens are inevitably a little sad. It's just that this sadness didn't last long, and it was topped by another hot search full of sour smell of love. Yesterday, the topic # The first cup of milk tea in autumn # exploded on social networks, and netizens took part in taking photos one after another, just like a carnival. Registration Form of Intention to Join Mixue Ice City

I was confused when I first started reading Mr. Through rigorous textual research and tracing, I realized that this topic was originally born for "dog abuse". The boy turned a 52.0 red envelope to his girlfriend who loves to drink milk tea. On the surface, it is "buying milk tea", but in fact it is rubbing his love and care. With the participation of more and more netizens, this topic has gradually become the exclusive topic for netizens to show their love, affection and friendship. It's just that there are too many people surfing the internet, and the hot stalk turns around and begins to develop in a strange direction. ......

"Everyone is an adult. What kind of milk tea can I drink? Be bold and drink the first dozen beers in autumn! " "Adult, don't say that you have to drink milk tea at the age of maintenance!" "It's windy, I want the first suite in autumn ..."

02 milk tea brands compete for heat, and many milk tea shops are bursting.

Netizens are crazy, and the milk tea brands with related interests dare not be idle. It's illogical to explode stems for free. No, the official Weibo accounts of tea brands such as Xicha, Naixue の tea, Lele tea and Mi Xue Bing Cheng all launched the related lottery activities of "inviting you to drink the first cup of milk tea in autumn" yesterday.

Pushing new products and engaging in linkage are very busy. The most exaggerated thing is Naixue, who sent five related Weibo articles in a row and called friends. Not only did he rub the heat himself, but he also pulled a faster Aauto, Dove and Dalong. It is not only the first cup of milk tea in autumn, but also the first hot pot in autumn. There are also netizens who understand people and talk about "the truth in the world." They think that everyone has fallen into the marketing trap of the tea shop, but the owner of the tea shop said that I also fell into the trap and was too busy to prepare materials in advance. According to media reports, after yesterday's topic of # the first cup of milk tea in autumn # was on fire, milk tea shops in many parts of the country appeared the phenomenon of exploding orders. The clerk of a tea shop said that he was caught off guard. On that day, the sales of milk tea increased by 30%. Because there was no preparation in advance, customers waited for a long time, and there was a long queue at the door of the tea shop.

Rubbing hot spots from different angles has different effects.

Balzac, a great French writer, once said that the first person who compares a woman to a flower is a genius, the second person who compares a woman to a flower is a mediocre person, and the third person who compares a woman to a flower is a fool. The same is true of playing with stalks. Just as brands were competing for the lottery to invite consumers to drink "the first cup of milk tea in autumn", some netizens noticed, "Why did you send 52 red envelopes? What milk tea is so expensive? Barreled? " Although this concern is a bit crooked, it has indeed caused a lot of abuse.

Some netizens dug up the price increase of tea and milk snow some time ago, pointing out that the prices of many products of the two companies have exceeded that of 30 yuan, and some ingredients will be close to 40%, so social animals bought in person cannot be delivered, and the delivery fee will start from 5 yuan. Therefore, a small cup of milk tea really costs close to 50 yuan.

Immediately, some netizens retorted, why do you have to drink hi-tea? It's snow, and honey snow ice city is not fragrant? When the official of Mi Xue Ice City saw similar remarks, he immediately seized the topic and sent a related Weibo that "the first cup of milk tea in autumn should not only be drunk, but also be drunk in a vat", accompanied by his own bucket of milk tea, which was immediately forwarded by many netizens.

This reminds sir of the "China koi fish" held by 20 18 Alipay. At that time, many netizens forwarded their hopes to become koi fish, but in the end, there was only one koi fish. Most netizens who participated in the event felt very sorry, holding "If I come again, will I be koi fish?" People with this idea abound.

At that time, Dalongyi, a hot pot brand in Chengdu, keenly discovered this angle and played the theme of "You can still be koi fish in Chengdu after missing koi fish in China"; According to Chengdu's "network celebrity attribute" and "food attribute", the prize is positioned as a food and beverage spree. Successfully created this reasonable and differentiated lottery.

It caused a great sensation in a short time, and the brand exposure was enough. Ren Jun, director of marketing and promotion of Dalongyi, told us that the success of Alipay's "China koi fish" campaign is obvious to all, which can be said to be a classic case of using Weibo to do social marketing in recent years.

However, consumption will have pain points. After all, there is only one "China koi fish". And Dalongyi is to seize this pain point, let netizens have different opinions and satisfy their desire to "do it again". For another example, from 2065438 to July 2009, Shanghai took the lead in implementing the "strictest" garbage classification in China, which caused a heated discussion in the whole network. One of the questions is very interesting-"Can't you put green lemons in the Corona after garbage sorting?"

After the joke became popular, Corona not only didn't get annoyed, but integrated all kinds of teasing jokes about limes on the Internet before, and distributed homemade content to various platforms for netizens to play. After that, Weibo officially announced that he would never give up lime, and tactfully put forward "116 lime bottle filling method", and conveniently launched the "lime cutter" around the brand.

Here, Shanghai's new garbage classification rules have caused some inconvenience to consumers' daily life and triggered extensive discussions among consumers. Through clever planning, Corona not only reversed the unfavorable public opinion environment, but also aroused the freshness of old users to the brand and attracted a large number of unfamiliar "passers-by". Compared with Alipay's garbage sorting applet and WeChat's popular science H5, Corona's move can be regarded as a model of marketing in 20 19.

After all, it's time to rub the heat.

We live in an era of information explosion, and there are new hot spots and topics every day. For a specific brand, there are not many hot spots like "the first cup of milk tea in autumn" that can feed back traffic without taking the initiative. Many times, brands still need to capture these hot spots at the first time and then process them for their own use.

For the current catering brands, to do the business of young people, we must first go deep into young people, keep up with their rhythm, and know what they are saying and playing. Otherwise, if the hot spot comes, you can't grasp it, and you can only watch the opportunity pass by. Isn't it a pity?