Among 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 becoming popular on the Internet and are frequently cultivated. 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, Sanden and Half, and Yongpu are positioned between ordinary instant coffee and freshly ground coffee in stores. Therefore, relatively high prices can better capture consumer 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 psychology 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 make them authentic and fast-food;

Consumer products are “not enterprising” and consumers are more willing to try new things.

Whether it is snail noodles, the 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 fully attractive to consumers.

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 has added fuel to the flames, such as Xiaohongshu Zhongcao, Douyin and other short video platforms, celebrity endorsements, and variety show sponsorships. This high exposure coupled with the good looks of Internet celebrity products makes 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 can’t 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!