The good-looking skin bag is the same, and the cute soul has to pass "June One". Today, the annual Children's Day is no longer a joy for children alone, and 300-month-old "older babies" also need to "get a piece of the pie".
Infographic (Source: Visual China) Adults being "harvested"
With the enthusiasm of adults for Children's Day, today, Children's Day is becoming a "shopping festival" for adults. Many brands eyed the "June 1st" Children's Day and threw olive branches to adults.
For example, Starbucks combined Children's Day with the Dragon Boat Festival, and launched Star Ice Dumpling gift bags with fashion shoulder bags as the selling point; Heytea anchors the pet economy and attracts pet owners to consume with "furry children" benefits such as pet cream that dogs can eat; Little by little, mini milk tea cups were launched, and "dress-up stickers" full of childhood memories were presented.
Some insiders pointed out that catering brands have a low-price advantage in festival marketing and lower marketing costs, so it is easier to attract impulse consumers. And with the rise of the "self-pleasing economy", the "post-90s" and "post-95s" are also more willing to pay for the experience of "childhood". In addition to traditional catering marketing, more big names are eyeing the "June 1st" Children's Day. For example, in 2021, the art life brand Fauvism launched the "June 1" blind box gift; In 2022, Samsung and Bubble Matt's IP Sweet Bean jointly launched the "Instant Projector".
The rush to buy has spawned scalpers. Screenshot from a second-hand platformHowever, while Children's Day has become a popular manufacturing machine for brand marketing, it has also caused many brands to suffer criticism because limited models are "hotly fried" by scalpers. Many consumers also complained that brands "can't afford to play" due to insufficient stock of brand-limited models.
"The essence of Children's Day marketing is festival marketing in the short term." A brand marketing analyst told Zhongxin Finance that brands should pay more attention to consumers' experience while paying attention to marketing effects. "The hard power behind marketing is still the products and services themselves."
While the brand is harvesting the traffic of consumer groups, how to get the limited toys of major catering brands has become a headache for consumers.
Toy style screenshot Taking KFC as an example, from May 20, 2023, the purchase of Children's Day package includes 1 Sanrio "oversized" toy, a total of 4 toys, randomly distributed, limited to a total of 2.83 million, while stocks last. Also on the same day was the Children's Day Super Vat, which included a total of 130,000 egg yolk suitcases nationwide. McDonald's took advantage of the 40th anniversary of the birth of McNugget Chicken to launch a series of limited-time products and activities from May 24, including from May 24 to June 27, you can get Tetris game console by spending 30 yuan at any time. However, getting the above toys is not an easy task. The reporter saw on social platforms that many consumers said that they did not buy KFC toys, and even some consumers said that the toys were gone on the first day of the event. Subsequently, the reporter visited and browsed a number of stores on the KFC App, but did not see the above-mentioned Children's Day toys on sale. The same situation occurred at McDonald's, where some consumers told reporters that they arrived at a McDonald's store on May 21, but Tetris game consoles were sold out. The reporter browsed the social platform and saw that some consumers also expressed different views on the phenomenon of "one body is difficult to grab". Some consumers said that "it is obviously the 'June Day' event, and it will be gone on May 20", some consumers pointed out that they did not understand why there was no purchase limit, and some consumers expressed disappointment, thinking that it was necessary to ensure that children who came to the store could get relevant products. In addition, some consumers even called this move "hunger marketing".
Wu Daiqi, CEO of Shenzhen Siqisheng Company, said that the use of joint brands to attract traffic is more effective, but if irrational consumption or food waste is caused by large marketing efforts, it may bring negative effects to enterprises. However, for enterprises, it is more difficult to intervene in consumers' rational purchase of products, so even if the marketing campaign has brought a certain negative impact to itself, this phenomenon will continue for a while. Some insiders pointed out that some toys being speculated to hundreds of yuan in the secondary market can bring more exposure and attention to the brand, but if the relevant phenomenon has a negative impact on consumers or affects the brand's values, the brand should take some measures to curb the relevant phenomenon. Specifically, companies can avoid scalping by increasing the supply of toys or limiting purchases, thereby reducing negative sentiment on the consumer side.
#小财唠嗑 #
Did you receive any gifts this Children's Day?
Welcome to the comment section and small wealth chatter! Source: Comprehensive China News Network, Beijing Business Daily and other new media editor: Wang Qingyu
China Net Finance Official WeChat (ID: zgwcjzx)