Among the foods of network celebrities, the most representative ones are ice cream "noble" clock, noodles "golden" Lamian Noodles, fairy bubbles and so on. Internet celebrity snacks, represented by them, are popular on the Internet and frequently plant grass. At the same time, they are expensive. Forget the key, many of them are not delicious, and they come directly to collect IQ tax. As long as it is labeled with elements such as low sugar, low fat, convenience and high face value, it is very sought after by young people in first-tier cities and the price is unbearable. There are three reasons why online celebrity food is so expensive nowadays:

1, poor positioning

First, the product positioning of online celebrities is different from ordinary consumer goods.

For example, freeze-dried coffee, three and a half meals, and Yongpu's positioning in the store is between ordinary instant coffee and freshly ground coffee. Relatively high prices can better grasp the consumer psychology.

The compromise price between the high price and the reserve price itself is a technical point in the retail pricing system. Coupled with the current market vacancy, online celebrity food can easily gain market share from this positioning.

2. Early adopter psychology

The new consumer goods of online celebrities are divided into two categories. One is to enjoy the bonus of new categories, such as snail powder, which was difficult to package and store for a long time before, so how to eat it quickly; One is that the existing consumer goods are "not enterprising" and consumers are more willing to adopt early adopters.

Whether it's snail powder, Nanchang mixed powder recommended by Li Jiaqi for many times, or Lamian Noodles, this kind of product, which can keep its original flavor and has good local characteristics, is very attractive to consumers.

Young people in first-tier cities have enough motivation to try to restore the flavor of Lamian Noodles at a high premium by upgrading the preservation technology.

3, the network adds fuel to the flames

Short video platforms such as Little Red Book Planting Grass, Tik Tok, Celebrity Endorsement, Variety Title, and the high value of online celebrity products make it easy for consumers to have the urge to adopt early adopters.

However, for new consumer brands among network celebrities, high price is one of the reasons why users take the initiative to adopt early adopters, and it is also a restrictive factor that affects whether their market share can be further expanded.

However, high-priced products make many consumers hesitate to buy again after early adopters. This phenomenon makes this new wave of consumer goods very similar to the new concept of catering five years ago.

There is nothing wrong with online celebrity food, but whether it is catering or consumer goods, the final return must be the product itself. There has never been a food that can survive for a long time as long as it tastes bad enough. We just need to buy the right one, not the expensive one, to avoid being cut into leeks!