Among the foods in online celebrity, the most representative ones are ice cream "noble" Zhong Xuegao, "golden" noodle Lamian Noodles said, and fairy bubble "Shuiyuan Manglin". Online celebrity snacks, represented by them, are popular on the Internet and frequently grow grass. At the same time, their prices are also expensive. Forget the key, many of them are not delicious, and they are directly to collect IQ tax. As long as you label the 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, positioning difference

First, the positioning of online celebrity's products distinguishes itself from ordinary consumer goods.

For example, freeze-dried coffee, three and a half meals, and Yongpu are positioned between ordinary instant coffee and freshly ground coffee in stores, so relatively high prices can better grasp the consumer psychology.

The compromise price between the high price and the reserve price is itself 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

Online celebrity's new consumer goods are divided into two categories, one is to enjoy the bonus of the outbreak of new categories, such as snail powder, which was difficult to package and store for a long time before, 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 the original flavor with better local characteristics is attractive to consumers.

The young people in first-tier cities have enough motivation to try it at a high premium by upgrading and restoring the flavor of Lamian Noodles through fresh-keeping technology.

3, the network adds fuel to the flames

Short video platforms such as Little Red Book Planting Grass, Tik Tok, celebrity endorsements and variety titles, combined with the high value of online celebrity products, make consumers easily have the impulse to adopt early adopters.

However, for new consumer brands in online celebrity, 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 wave of new consumer goods very similar to the new concept of catering five years ago.

Online celebrity food can't be wrong, but whether it's catering or consumer goods, it must be the product itself that finally returns. There has never been a food that can survive for a long time if it tastes bad enough. We just need to buy the right ones, not the expensive ones, to avoid being cut into leeks!