Among the Internet celebrity foods, the most representative are the ice cream "noble" Zhong Xuegao, "golden" noodles Ramen Shuo, and fairy bubble water Yuanji Forest. Internet celebrity snacks represented by them are popular on the Internet and frequently planted. At the same time, the prices are also sky-high. The key point is that they are expensive, many of them are not delicious, and they are directly used to collect IQ taxes. As long as it is labeled with low sugar, low fat, convenience, good looks and other elements, it is very popular among young people in first-tier cities, and the price is also prohibitive. There are three reasons why the current Internet celebrity food is so expensive:

1. Difference in positioning

First, the positioning of Internet celebrity products itself differentiates them from ordinary consumer products.

For example, brands such as freeze-dried coffee, Sandon and Half, and Yongpu are positioned between ordinary instant coffee and freshly ground coffee in stores. Therefore, relatively high prices can better capture consumers. psychology.

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

2. Early adopter mentality

Internet celebrity new consumer products are divided into two categories. One category is those who have enjoyed the dividends of the explosion of new categories, such as snail noodles that were previously difficult to package and store for a long time. How to Authentic fast food; one type is that the consumer goods that are already available are "not trying to make progress", and consumers are more willing to try new things.

Whether it is snail noodles, Nanchang mixed noodles recommended by Li Jiaqi many times, or ramen, this kind of product that can better retain the original flavor of local characteristics is a great choice for consumers. Plenty of attraction.

This kind of restoration of the taste of ramen through preservation technology has given young people in first-tier cities enough motivation to try it at a high premium.

3. The Internet adds fuel to the flames

Short video platforms such as Xiaohongshu Zhongcao and Douyin, celebrity endorsements, and variety show sponsorships. This high exposure is coupled with the popularity of Internet celebrity products themselves. The good looks make it easy for consumers to have the urge to try new products.

However, for new Internet celebrity consumer brands, high prices are one of the reasons why users take the initiative to try new products, and it is also a constraint that affects whether their market share can be further expanded.

However, high-priced products deter many consumers from repurchasing them after trying them out. This phenomenon makes this wave of new consumer goods very similar to the new concept of catering five years ago.

You cannot say that Internet celebrity food is wrong, 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 without being unpalatable enough.

We also need to only buy the right ones, not the expensive ones, to avoid being cut off!