Some people say it is because of the rising cost of raw materials. In fact, for some online celebrity foods represented by ice cream, the high price has little to do with the increase in cost, but more to do with the high-end positioning of the brand. The purpose is naturally to seek high profits brought by high prices. In addition, for many consumers, buying online celebrity food is a kind of "new food", and sending it to social platforms can satisfy the "sharing desire". It is precisely by taking advantage of the social characteristics and word-of-mouth communication of acquaintances in the circle of friends that some brands often launch numerous marketing numbers to endorse them, and use pictures, videos and so on. Creating an immersive feeling for fans not only makes diners appetite, but also makes prices more and more speculative.
In fact, high price does not necessarily mean higher quality. Those foods that have become popular rapidly are not much better than similar products in appearance, taste and nutritional value, and some even are "three noes" products, and even basic food safety cannot be guaranteed; Some exaggerate their own efficacy and are suspected of false propaganda to deceive consumers. If enterprises always want to profit from all kinds of hype, without their own excellent quality as a guarantee, and only use various marketing means to create gimmicks to attract attention, even if they have an effect in a short time, they will certainly not be able to retain consumers in the long run and will not escape the short-lived curse.
The eyes of "eating goods" are discerning. Fun and novelty are only the added value of food, and it is difficult to win more repeat customers only by "creative" marketing. No matter what kind of food you produce, if you don't give priority to improving consumer experience satisfaction, it will become an outdated commodity sooner or later. Only by making more fuss about product quality can consumers' good expectations for quality products be met. In the fierce market competition, quality is always the most fundamental guarantee for a food to become "red".
First of all, we must turn off the safety. This is the bottom line and the red line. Merchants should strengthen self-discipline, increase investment in ensuring food safety and improve the system. Relevant departments should also innovate ways to maintain efficient supervision over the marketing behavior of online celebrity food and check any behavior that touches the quality red line; At the same time, the legal system should be improved as soon as possible to treat both the symptoms and the root causes. As the directly affected party of food safety, consumers should take the initiative to safeguard their own rights and interests, pay more attention and vigilance when consuming, and carefully observe whether the food production process is in compliance. If problems are found, you can provide clues to relevant departments in time, or blacklist the problem food and vote with your feet.
Strive to improve the quality. Enterprises should do more market research, find new consumer demand, meet the differentiation of different tastes through technological innovation, and at the same time enhance the formula characteristics and nutritional value of products. On this basis, using appropriate marketing methods, combined with the vertical and segmented communication characteristics of the Internet, accurately locate consumer groups and create a comfortable and beautiful scene experience. Only in this way can we really impress consumers and make our products lasting and solid.