The success of the big city model may not necessarily be "all-consuming", but the success of the sinking market can often blossom everywhere. So let's talk about the emerging brand - Momoka tea today, originating in Zhengzhou, Henan, 70% of the stores are open in the county, and 500+ stores have been opened, covering 28 provinces and 50 cities.
According to the data, the sinking market has nearly 70% of the country's population, and the huge market potential behind 930 million people makes all brands fascinated. What is the law of true fragrance of products in the sinking market? There is a set of product paths that do explosive models in the sinking market, let's take a look.
10,000 cups a day! Hot selling brands with highly similar menus
Study the product logic of the sinking market, starting with the menu.
Momoka tea, originating in Zhengzhou, Henan, 70% of the stores are opened in the county, and 500+ stores have been opened, covering 28 provinces and 50 cities.
The explosive "one barrel of Grand Slam milk tea", the highest number of cups per store is more than 300 cups, and the average daily sales of milk tea is about 10,000 cups, with annual sales of more than 100 million cups.
Momoca tea, the menu presents a unique "sinking market universality".
"Pay tribute to the market explosion", popular products, popular elements, hot selling small materials, can be found on the menu;
Align with first-tier cities", the explosive series of big brands, Momoca tea are on the menu;
"Products do addition, price to do subtraction", such as a barrel of fruit tea, 7 kinds of fruits, as long as 10 yuan / cup.
I also observed more than a dozen county brands and found that their menus had the same logic as Momoka tea.
For example, Zhengzhou's tea proposition, on a menu, there are nearly 70 products, many products, all categories -
For example, Yihetang, in addition to fruit tea, milk tea, ice cream fresh tea, etc., there are original leaf tea, freshly ground coffee, rich brands.
Interviewed several sinking market brands, and I found the explosive truth of 7 sinking markets.
What is the explosive logic of the sinking market?
1, the product to do addition, the sinking market has not yet reached the stage of subtraction
First-tier city brands are streamlining menus and using the concept of "less is more" to improve consumer decision-making efficiency.
But from these menus, it can be seen that the sinking market and the product are still in the stage of doing addition.
The menu of Momoka tea is a popular collection, this year's hottest roasted fairy grass, poplar nectar, Oreo milk tea, taro mud milk tea, one does not fall.
According to the category, the popular elements on the market, milk tea, fruit tea, coconut milk, yogurt, snow top series, shake series, all have.
And everyone has done "localization innovation", less than half the price, making a similar consumer experience.
In first-tier cities where supply exceeds demand, abandonment is more important than comprehensive, and subtraction is more important than addition; but in the sinking market, the opposite is true.
What you want is a lot of products, a full range of categories, and it is best to "I have seen what you have seen in the circle of friends" in order to become the favorite of small-town youth.
2, cost performance is king, but never low
Cheap is not the just need of the sinking market, the upgrade of consumer awareness is.
Whether it is the simple space style of platinum, or the cups, cup covers, and cup covers that do not lose first-line brands, the sinking market sells not only goods, but also the beautiful scene of social networking.
Small-town youth have a rigid demand for "good feelings", although the income is limited, but the requirements for quality are not ambiguous at all.
For example, like the yogurt series of Momoca tea, using fruit tea + yogurt, re-establish the product framework, so that a cup of products has fruit, yogurt, appearance, and shake the user's sense of participation.
Small-town youth are not blindly greedy for cheap, but like a "cost-effective" life, although the money is small, but the sense of ceremony can not be without.
3. Connect with first-line big brands to create a "sense of light luxury"
"For county brands, it is not easy to create a blockbuster with memory points, so we have changed our thinking, set everyone's strengths, and avoid the shortcomings of the industry."
"We bring together all the products that the brands sell well, modify them, and localize the cost and taste. Every year, adapt to the new product changes in the industry, such as taro puree, soy milk, and mochi, so that the audience of small counties can drink the drinks that are available in big cities, and can drink the same style of Xicha and Naixue. ”
The same is true of the menu of Momoca tea, and the popular models of major brands, such as the Bobo series of Xicha, the domineering series of Naixue, the book also burnt fairy grass, the 7-point sweet poplar branch manna, the shake of Honey Snow Ice City, and the beneficial bacteria of CoCo can be found.
Many people in the sinking market have not drunk Heytea, but the ubiquity of social media makes them want to drink "like Heytea" products.
Yes, "who doesn't have the idea of light luxury?"
4, the name is the best traffic
"A name is the best traffic, and a name is the best slogan." This is the experience of the founder of Momoka Tea, who has been making products for many years.
Indeed, some explosive products are born, from the moment they are named, they begin to win.
In the founder's view, many people are first to do a good job of the product, and then according to the characteristics of the product to name, Momoca tea is just the opposite, first have a good name, and then through the product design, interpret the name.
Momoka Tea's first explosive product, "Boba Bubble Tea", was inspired by the founder's trip to Hong Kong.
"At that time, bubble tea was already available, but how to make it special? I think the name should be domineering first, and I was inspired to see a small shop called 'Invincible Milk Tea' on the streets of Hong Kong. ”
In the bubble tea, oat milk tea, red bean milk tea and other milk tea named after raw materials, "Boba bubble tea", looking at the name, there is a "more, full, best" consumer association, from a marketing point of view, in line with The hua and Hua "blurt out, do not go away" naming methodology.
5, to let consumers know that the price is low, and feel that things are good
Product force to do addition, price to do subtraction, is to create a sense of brand value in the sinking market magic weapon, but how to let consumers enjoy the low price at the same time, but also get the texture of the brand?
Momoka tea has its own set of methods, this winter Momoka tea on a "barrel of Grand Slam", in addition to the richer ingredients, the clerk will be another label when issuing a single.
The label reads, "Herbs burn fairy grass, clear heat and quench thirst, fresh boiling and other selling points."
Why not use exhibition shelves, posters, electronic screens and other ways to show the advantages of raw materials? The founders had their own opinions:
"The advertising of the store actually has nothing to do with the consumer, even if you stand there and watch your advertisement, in fact, there is no intention." Only when something is in her hand and belongs to her (him) will she or she look at it seriously. ”
Therefore, Momoca tea makes a fuss about the cup, the product selling point, quality advantages, in the form of cup stickers penetrate into the minds of consumers, and establish a brand recognition of "not only cheap, but also quality assurance".
Then it is logical to repurchase.
6, sinking market, the ultimate taste of the product is "smooth"
Consumers in the sinking market have relatively limited acceptance of new things and the broad spectrum of tastes.
For some new and peculiar tastes, or unfamiliar flavor types, it is likely that they will be dissuaded at once, and even have the illusion of "I don't like to drink milk tea".
This is also very consistent with the founder's product philosophy. In Wang Wei's view, a good taste experience can be summarized as "shun" - put into milk tea, that is, the coordination of milk and tea.
The aroma of the tea, the integration of milk and tea in the mouth, the fullness of the aroma, and the afterglow after drinking it should make consumers feel "smooth", without any abrupt taste, and there is no burden after drinking.
7. The consumer's sensory experience requires psychological guidance
Our feelings about a thing are actually 30% of the taste, raw materials and sensory perception, while 70% is the psychological experience.
A top-notch meal, if not guided, the human sensory experience is only 30%. For the sinking market consumer group, guidance is more necessary.
In Momoka tea, the name is the first step in the guidance, "invincible, domineering, magic" as a prefix, giving consumers a product association;
The second is the guidance of materials, words, public account copywriting, etc., to convey the core selling points of the product, so that consumers have appropriate expectations;
Finally, freshly made visible to the naked eye. Fresh, sometimes not drunk, is seen.
Sometimes, cognition is greater than facts, and it is the truth of consumption decisions. Therefore, to do the sinking market, we must learn to guide the consumer's sensory experience.
When it comes to the sinking market, everyone knows that "cost performance is king".
However, the cost performance is only valuable if it meets the taste, health and psychological demands, otherwise it is impossible to make the young people in the town "cool".
Don't arrogantly think that doing a sinking market is a dimensionality reduction blow, which is a simple and rude reduction in price reduction and material.
Even in a sinking market, brands that only sell bargains have no future.