The "first cup of milk tea in autumn" caught on fire

After an autumn rain, the autumnal equinox has passed, and there are only 1 days left in 22. Many netizens are inevitably a little sad. It's just that this sadness didn't last long, and it was topped by another hot search full of sour smell of love. Yesterday, the topic # The first cup of milk tea in autumn # exploded on social networks, and netizens took part in the photo shoot, which was like a carnival. Michelle Ice City's Registration Form of Intention to Join

At first, I was at a loss to read sir. Through rigorous textual research and tracing, I realized that this topic was originally born for "dog abuse". The boy turned a 52. red envelope to his girlfriend who loves to drink milk tea. On the surface, he said that he was "buying milk tea", but in fact he was rubbing his love and care. With the participation of more and more netizens, this topic has gradually become the exclusive topic for netizens to show their love, affection and friendship. It's just that there are so many Internet surfers, and the hot stalks turn around and start to develop in strange directions ... < P > "We are all adults, so what kind of milk tea can we drink? Be bold and have the first dozen beers in autumn!" "Adults, don't say that you only drink milk tea at the age of maintenance!" "with the wind, I want the first suite in autumn ..."

2 milk tea brands compete to rub the heat, and many milk tea shops explode.

Netizens are crazy to play with stalks, and the milk tea brands with interests are afraid to be idle, so it is simply illogical not to rub the stalks for free. No, the official Weibo accounts of tea brands such as Xicha, Naixue の tea, Lele tea, and Mi Xue Bing Cheng all launched the related lottery activities of "Invite you to drink the first cup of milk tea in autumn" yesterday.

We are busy pushing new products and engaging in linkage. The most exaggerated thing is Naixue, who sent five related Weibo in succession, calling friends, not only rubbing the heat by himself, but also pulling Aauto Quicker, Dove and Dalongyi together. Not only the first cup of milk tea in autumn, but also the first hot pot in autumn were properly arranged. There are also netizens who understand people and talk about "the truth in the world". They feel that everyone has fallen into the marketing trap of the tea shop, but the owner of the tea shop said that I have also fallen into the trap, and I am too busy to prepare the materials in advance. According to media reports, after yesterday's # first cup of milk tea in autumn # topic fire, milk tea shops in many places across the country have experienced the phenomenon of exploding orders. The clerk of a tea shop said that it was a little caught off guard. On that day, the sales of milk tea increased by 3%. Because customers were not prepared in advance, customers waited for a long time, and there was a long queue at the door of the tea shop.

3 If you rub hot spots from different angles, the effect will be different.

Balzac, a great French writer, once said that the first person who compares a woman to a flower is a genius, the second person who compares a woman to a flower is a mediocrity, and the third person who compares a woman to a flower is a fool. The same is true of taking advantage of the situation to play with stalks. Just as brands are competing for the lottery to invite consumers to drink "the first cup of milk tea in autumn", some netizens noticed, "Why do you send 52 pieces of red envelopes? What milk tea is so expensive? Barreled? " Although this concern is a little crooked, it really caused a lot of buzz.

Some netizens found out about the price increase of Xi Tea and Naixue some time ago, pointing out that the prices of many products of the two companies have exceeded that of 3 yuan, and if we add some ingredients, it will be close to 4, and the social animals that can't be bought in person will have to be delivered, and the delivery fee will be calculated from 5 yuan. So, a small cup of milk tea will really cost close to 5 yuan.

Some netizens immediately retorted, why do you have to drink hi-tea and nai-snow? Isn't honey-snow ice city fragrant? The official of Mi Xue Ice City saw similar remarks, immediately caught the topic, issued a related Weibo that "the first cup of milk tea in autumn should not only be drunk, but also be drunk in a vat", and matched it with its own barrel of milk tea, which was immediately forwarded by many netizens.

This reminds sir of the "China koi fish" event held by Alipay in 218. At that time, many netizens forwarded their hope to become koi fish, but in the end, there was only one koi fish. Most netizens who participated in the event felt very sorry and held "If I do it again, will I be koi fish?" People who think this way are everywhere.

At that time, Dalongyi, a hot pot brand in Chengdu, was keenly aware of this angle, and played the theme of "You can still be koi fish in Chengdu after missing koi fish in China". According to Chengdu's "online celebrity attribute" and "gourmet attribute", the prizes are positioned as food and beverage gift packages. Successfully created this reasonable and differentiated lottery.

It caused a great sensation in a short time, and the brand was fully exposed. Ren Jun, director of marketing and promotion of Dalongyi, told us that the success of Alipay's "China koi fish" campaign is obvious to all, which can be said to be a classic case of using Weibo to do social marketing in recent years.

However, there will be a pain point in consumption. After all, "China koi fish" has only one person. And Dalongyi is to seize this pain point, so that netizens can be benevolent and satisfy their desire to "do it again". For another example, in July 219, Shanghai took the lead in implementing the "strictest" garbage classification in China, which caused heated discussion throughout the network. One of the questions is very interesting-"After the garbage is sorted, can't you put green lemons in Corona?"

After this joke became popular, Corona not only didn't get annoyed, but integrated all kinds of teasing jokes about lime on the Internet before, and distributed homemade content to various platforms for netizens to have fun. After that, Weibo officially announced that it would never give up lime, and tactfully put forward the "1/16 lime filling method" and introduced the "lime cutter" around the brand.

Here, the new Shanghai garbage classification rules have caused some inconvenience to consumers' daily life, which has led to extensive discussions among consumers. Corona, through clever planning, not only reversed the public opinion environment that was not conducive to himself, but also aroused the freshness of old users to the brand and attracted a large number of "passers-by" who were not familiar with it. Compared with Alipay's garbage sorting applet and WeChat's popular science H5, Corona's move can be regarded as a model of marketing in 219.

4 In the final analysis, it's time to rub the heat

We live in an era of information explosion, and there are new hot spots and topics every day. For a specific brand, there are not many hot spots like "the first cup of milk tea in autumn" that can feed back traffic without taking the initiative to rub it. Most of the time, brands still need to capture these hot spots at the first time and then process them for their own use.

For today's catering brands, if they want to do young people's business, they must first penetrate the young people, keep up with their rhythm, and know what they are talking about and playing. Otherwise, when a hot spot comes, you can't grasp it, and you can only watch the opportunity pass by. Isn't it a pity?