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Ugly is also a traffic password to please young people.
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Passing on the good drink industry, in 2022, we may be able to think about it: how to rely on "ugly" to do business?
Some time ago, Taobao held the second "ugly thing competition", and the "ugly" head was a smiling orange hood and a leather mask on the face, which became a sought-after commodity.
Discussing "ugly" and buying "ugly" has become a hobby for young people.
In the new year, can the beverage industry borrow "ugly things" to find the traffic password to please young people?
"Ugly things" are becoming a business
In 2022, what can drinks rely on? I'm going to bet on the "ugly stuff."
First do a small survey: Taobao's annual "Ugly Stuff Contest", have you seen it?
There's always something ugly to you
Those "ugly things" that will make you can't help but be funny at a glance, one by one, enter the room, under the spotlight by more than 5 million viewers clapping applaud, many businesses that specialize in "ugly things" make a lot of money.
I also have real cases around me. Since the little cousin of the post-95 generation was planted by ugly things in the B station, the human face leather mask, brazilian turtle socks, and octopus hat have become the most IN fashion items and social currency in her mind.
I also found a café where there was also a 2-day "Ugly Stuff Exchange Market" in the store.
The customers of the store not only actively participated, but also the transaction was very good, "2 days later, there were nearly 50 ugly things exchanged successfully." He Dandan, the manager of the Ultramarine Cafe, said.
Ultramarine Cafe, where customers actively participate in the "ugly thing exchange"
With the help of "ugly things", ultramarine cafes not only have an emotional connection with customers, but also intersect between "ugly" customers, completing the social mission of a café.
In fact, the "anti-conventional aesthetic" has already been locally small in the beverage circle for many times.
For example, the black latte reported a few days ago (portal: million fan blogger hot recommendation, the popular Shanghai "black latte", what is it? ), black out of the circle, there are also mudslide yogurt fishing that "doesn't look like food", cement cake, coconut ash ice cream, etc.
Cement fruit fishing
And because the store is "old and small" is remembered for the coffee, such as Hangzhou Shaxian Coffee.
Sometimes, beautiful things are the same, but "ugly" things are one in a thousand.
A simple "drinking water with a green head fish head cover" video can be fired on Douyin, and Taobao sales reach 10,000+. Behind the hilarity, beauty and ugliness are fluid, and "fun" is eternal.
After the second ugly thing awards ceremony was launched on station B, the video had 4.59 million plays, nearly 30,000 bullet screens, more than 5,000 comments, more people discussed, and "ugly" also became a business.
The winner of the "Ugly Things Contest", the orange head covering that is sold online
And this "ugly thing" of the east wind, this year will definitely blow into the beverage industry, why say so?
Why do young people love "ugly things"?
Seriously, the appearance value is rolled in, so that young people have some aesthetic fatigue.
Take the beverage industry. In order to make a cup of drink more beautiful, the industrious and brave drink people, from color to shape, from packaging to small materials, the brain hole has opened to the sky.
But open the Little Red Book, you will find that the same product shape, the same Internet celebrity punch card photos, has made a large wave of young people began to "anti-planting grass". They prefer to see flawed truths rather than perfect fakes.
The breaking circle of "ugly things" is not accidental, a few years ago, coconut palm juice relied on "Word design packaging" to spread throughout the Network, becoming an unsolved mystery in the design industry.
In the past year, whether it is the entertainment industry, short video platforms, or social networking sites, people's enthusiasm for "ugly" has become higher and higher.
Douban's "Ugly Things Protection Group" is an example, nearly 220,000 young people gathered in this group, happy to share the "ugly things" they found in their lives.
"Ugly Things Conservation Society"
In essence, what people love is not "ugly" itself, but a deconstruction, the dissolution of seriousness by young people.
In the past, young people liked high cold, pursued forced grids, instinctively wanted to draw boundaries with the public, "ugly", and the brand also did a lot of beautiful content.
But today, young people hate the posture of being on the top, you are on the altar, I must pull you down, those who are willing to take the initiative to go down, but can win a good feeling.
As Douban's "Ugly Things Protection Group" declared: "We can find its shiny and cute side in ugly things." ”
Do young people's business, step on the cusp of the trend of the beverage industry (the style of writing can not help but ugly), not to mention the fleeting "ugly business".
How does the beverage industry rely on "ugly" out of the circle?
When more young people gather their "ugly things" together and share happiness, "ugly things" contain business opportunities. Grasping the "ugly things" business opportunity, you may have these ideas:
1. Have the courage to go against the norm and break the stereotypical aesthetic
A drink, must be a high-grade cup, a heart-shaped cup stopper? Plus a beautiful cup cover and tote bag?
The surrounding of the café must be packaged so exquisitely that it is reluctant to dismantle, and the products can only be "supplied"?
Last year, Shuyi BurnEd Fairy Grass made a clown duck milk green, and also made a clown duck emoji, and now this set of emojis is still used by fans frequently.
For beverage brands, the strategy is not superior or inferior, only suitable or not. Whether it is ugly or not ugly is not a problem at all, whether it can be sold or not is the problem.
Will the first drink in 2022 break the circle be because of the "ugliness" of breaking the inner volume and bursting out of creativity?
2. Be ugly, but not grounded
Many brands also seem to smell a hint of business opportunities and begin to use their imagination on the ugly thing, but they accidentally use too much force, such as the I Love You series of bags of a Certain Li family.
The catering industry is not lagging behind at all, toilet coffee, toilet bento, rice cake... These "really can't eat" rollover scenes, let netizens joke: can be grounded, but can not be grounded in the house.
There's a good saying: At the Ugly Stuff Contest, you think they're just giving an award for the Ugly Thing? No, they're giving a thumbs up to the idea behind it.
For example, this "face mask" is not a hint of humor under the epidemic
Creativity doesn't have to be beautiful, but it has to be fun for people.
3. Be ugly and have connotations, not a momentary revelry
Judging ugliness has never been new.
As "Deep Burning" said in the report: yesterday's popular is "mourning", today's popular is "ugly", rebellious spirit can easily become a traffic password.
Through the lively appearance, what the ugly can leave behind and what to pass on is the most critical. What brands and enterprises should adhere to is to explore the marketing value of "ugly things" in their own spiritual connotations, rather than indulging in the carnival brought about by the ugly marketing of the moment.
Merchants should be good at tapping into the value behind "ugly things"
The public also needs to discern what is a malicious offense and what is an expression of good intentions. Beauty and ugliness are fluid, and in the end the story returns to the "truth."
In today's beverage circle, which generally pursues beauty, it is also good to occasionally appear a few brands that love "ugly".
"Face value ceiling" to see too much neck will be sore, consumers occasionally want to look down at the "face value floor tiles".
Beauty and ugliness are two sides of the same coin, and the more you think about ugliness, the more aesthetic standards of drinks will not become stereotypical and unique.
Author: Guojun; Source: KamenClub (ID: KamenClub), reprinted with permission.
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