Launched in May, exploded in June, questioned IQ tax in July, a new domestic drink is unusually fast-paced.
The bottle contains root ginseng, "a whole root" of "ginseng water" quickly out of the circle, many consumers who taste early, but there are more voices of doubt.
This article will analyze the deep reasons for the success and doubts of the "whole root" product.
01, rapid explosion out of the circle of "ginseng water"
A whole stick burns very fast.
In mid-December 2021, Hardcore Yan Research Institute (Wuhan) Food Technology Co., Ltd. was registered and established, and in May 2022, it launched "a whole ginseng water".
Priced at a whole stick of 19.9 yuan per bottle, it was launched on May 17 at lawson convenience stores in the Sichuan-Chongqing area and gradually began to be promoted nationwide in June.
Although the price is expensive, but the sales speed is extremely fast, someone ran three Lawson convenience stores in a row, and the reply was that there was no stock, and it would arrive next Monday.
Its founder Tang Fei introduced that as of the end of June, a whole root was sold in more than 10,000 convenience stores, with single-day sales of about 50,000-60,000 bottles. A newly established brand, launched a month, monthly sales reached about 330,000 bottles, has been very successful, according to the second bottle of 5 yuan, a single month sales of about 4 million yuan.
Online, a whole topic is even more popular, search for a whole root on the Little Red Book, showing that there are 20,000 + notes, most of which are a whole ginseng water, of which the most popular notes are 9341 likes, 2215 comments, and 2043 collections.
On Weibo, the discussion about a whole root is also endless, and the related topics have reached more than 20, although more discussion is whether it has the effect of publicity in the end, but it has also made a lot of contributions to its brand exposure.
Such a large heat, the investment of the brand side is very small, according to Tang Fei, the sum of the various channels is only 10,000 yuan, more rely on the user's independent communication.
In addition to the growth of online popularity and offline sales, there are also investment institutions that seek to establish connections.
02, why is a whole root so hot?
In the past two years in the catering industry, there are few explosive products, in addition to the high popularity of the coconut tree series jointly signed by Luckin Coffee and Coconut Tree Group, only the Cola flavored sparkling water of Yuanqi Forest and the whole root of the hardcore Yan Research Institute are still concerned.
Compared with the previous two, a whole brand is smaller, the nature of marketing is lower, and the speed of going out of the circle is faster.
Why is a whole root so hot?
First of all, it conforms to the trend of "health front".
The "Report on The Consumption Trend of Chinese Residents: New Decade, New Ten Elements, New Life" jointly released by the Boston Consulting Group and Huge Engine shows that consumers' awareness of health has been unprecedentedly strengthened, and the health awareness of Chinese residents has expanded from the elderly to the young, and healthy life has become normalized.
Healthy life is reflected in healthy diet, physical fitness, health care product consumer population rejuvenation, increased demand for physical examination, etc., in other words, before the sick to go to the hospital, is now more attention to the health of the body, regular physical examination, physical fitness, nutritional balance, what is missing, has been the health front.
A whole root just conforms to this trend, drinking other drinks is to quench thirst, quenching thirst at the same time to see if it will be unhealthy, but a whole root can not only quench thirst, but also alleviate the fatigue caused by staying up late, which gives users a reason to buy.
Second, the value points are perceptible.
A whole root of ginseng water is not the first, beverage health care is not its invention, before a whole root, there are also many "supplement drinks" on the market, such as shuyi roasted immortal herb has launched "ginseng stay up late water", Shanghai tea brand "Chun Feng" launched the "royal jelly stay up late water", the formula has ginseng, but there is no fire.
One of the reasons why a whole root can catch fire is that it can be perceived, there is a whole ginseng in the glass bottle, consumers can clearly perceive that this is indeed ginseng water, and ginseng has a unique position in Traditional Chinese medicine, consumers can clearly feel the value of ginseng water.
For most consumers, although they know ginseng, they have not had the opportunity to eat ginseng, and buying ginseng for 20 yuan is also a special consumer experience.
Value perception is one of the key points to create explosive products, your product is very good, how to let users can perceive at once, if users can not perceive the value point, it is very difficult to rely on the company itself to publicize.
Finally, the target user was found.
90, 95, 00 is a special user group, compared with their parents, their life is better, living conditions are more abundant, no longer superstitious big names, good at pursuing new brands, like to pursue personalized things, but also better at trying new.
In the matter of health, the consumption concept of this group is also different from that of other age groups. Stay up the deepest night and apply the most expensive mask; Soak goji berries in a thermos cup and add ginger to a cola jar. It can be seen that although some consumers stay up late for various reasons, they will "find a supplement" to come back.
The consumer of a whole ginseng water is this group, and its main pain point is to stay up late, and 0 sugar and 0 fat are indicated on the packaging, which can be seen that a whole root is a "tailor-made" product for this group.
Find the right user group, do the product is more effective with half the effort, find the wrong user group, is "playing the piano to the cow", no matter how good the product will not sell explosive.
03, a whole root is not an IQ tax?
A whole root of the quick out of the circle, questioned is the IQ tax.
First of all, the price of 19.9 yuan of beverages, the cost is not very high, a whole ingredient list shows that its main ingredient ginseng is artificially planted for less than 5 years of ginseng, a number of media reports, so that the wholesale price of ginseng is mostly 2 yuan a stick.
The author searched on an e-commerce platform, the price of most ginseng is not expensive, such as a store, known as 6 years of ginseng, each 5g, the price is about 1.3 yuan, known as 5 years of ginseng, each about 3.3g, the price is about 0.87 yuan.
The glass bottle used, some insiders said that the cost price of each bottle is about 1.8 yuan, the cost of the bottle cap is about 0.2 yuan, and the cost of people participating in the packaging is about 4 yuan.
The large difference between cost and selling price is the primary reason why consumers question the IQ tax.
Secondly, ginseng is generally divided into wild ginseng, forest ginseng and artificially planted ginseng, the nutritional value is decreasing in turn, Chinese food industry analyst Zhu Danpeng said that artificial cultivation of less than five years of small ginseng effect is very small.
Gu Zhongyi, director of the Beijing Dietitians Association, said that the main effect of ginseng is anti-fatigue, which is not of much help to the repair of so-called late-night injuries. Instead of drinking ginseng water, it is better to stay up late and sleep more.
The discrepancy between the brand's promotional effect and the actual effect is another reason why consumers question the IQ tax.
So, on the whole, the explosive drink is questioned as an IQ tax, reflecting two problems:
First, the product was lower than expected.
The price of the main ingredient ginseng is lower than expected, the nutritional value is lower than expected, resulting in the value of the entire product being lower than expected, and some users ask questions in the Tmall flagship store of the hardcore Yan Research Institute: Will it be repurchased? The four answers were IQ tax, no, no, and not drinkable.
There is a keyword to do explosive products, called beyond expectations, xiaomi in the product, the first consideration is not how much money to make, but how to make the product beyond expectations. Li Xiang, founder of Ideal Auto, once said: "The experience that exceeds user expectations is the product power." ”
Only if the product exceeds the user's expectations, the user will have a surprise, will feel that the value for money, will have word of mouth, there will be repurchase, if the product is lower than the user's expectations, the word of mouth will plummet.
Second, the information gap is getting smaller and smaller.
Brain Platinum, which began to explode 20 years ago, has swept across the country with its brainwashing advertisements and has become a must-have gift for the elderly during the festival.
If you push back the time by 20 years, brain platinum will not have the same explosive effect. Because with the popularity of the Internet, the difficulty of obtaining information is getting lower and lower.
For example, the "ingredient party" in the cosmetics industry, this group of people will find out the ingredients of cosmetics clearly, whether there is a problem, suitable for themselves, the whole department clear. The increase in professional evaluators and institutions, such as "Dad Evaluation", will evaluate various popular products, whether the actual functions are consistent with the publicity, whether the product is qualified, and it is no longer what the merchant said before, and consumers have their own judgment after obtaining information.
For another example, a whole root has just been launched for more than a month, and the problems such as its cost and value have been exposed and popularized by professionals from all walks of life, and there is no "privacy" to speak of.
Therefore, whether it is doing business or making products, it must be generous, treat consumers as fools, and the last fool must be the enterprise.
Epilogue:
Although it is questioned as an IQ tax, it still has certain value compared with other products, but it needs to be paid attention to in publicity, and it cannot violate laws and regulations and cannot exaggerate the effect.
A whole root also gives enlightenment to the health care products (a whole ginseng water non-health products) related products, can perceive the importance of the product, do not look at the introduction only to see the product can feel the value of the product.
Finally, once again remind entrepreneurs that doing business must be generous.