Recently, jasmine yogurt has become a frequent visitor on the Weibo hot search list.
"Jasmine yogurt new product questionnaire price option is as low as 68 yuan", "Drink jasmine yogurt for 5 days and gain 6 pounds", "Jasmine yogurt should be called Jasmine Milkshake"... Why is the jasmine yogurt frequently on the hot search cause such a big controversy?
High price is not "high quality", and jasmine yogurt is questioned
What is the price point of yogurt in your mind? $5, $10 or $15?
Recently, Moyogurt launched a questionnaire survey to collect consumers' psychological prices for the upcoming new Musang King durian shake, with three price options of 68 yuan, 88 yuan and 108 yuan respectively. He also mentioned that "because of the focus on real materials, it is impossible to avoid expensive prices. ”
Screenshot of the official WeChat public account of Moyogurt.
As soon as the questionnaire came out, it instantly caused controversy, and some netizens said bluntly, "I will choose not to buy, knowing that durian is not cheap, but 68 yuan does not feel that it is not very cost-effective, and I would rather add money to eat durian directly." Some netizens said, "Starting from 3 and going straight to the beginning of 6, it means that a new era of yogurt has been opened, and the pricing will only become more and more expensive in the future." As yogurt, I still hope to return to the usual price in order to be accepted by most people. ”
In the face of the resistance of netizens, Moyogurt responded that it "will be adjusted according to everyone's opinions and suggestions", but after the incident was reported by the media, it still attracted widespread attention.
Just when the "high price" of jasmine yogurt is being controversial, an ingredient circulating on social platforms shows that in addition to fruits such as avocados, its products also use an ingredient called "Ueno Mando brand ice cream".
The ice cream ingredients are shown to contain ingredients such as "refined vegetable oil, glucose syrup, emulsifier, stabilizer", etc., because they are similar to the ingredients of vegetable fat powder, they are also questioned about "suspected use of vegetable fat powder", and complained, "Jasmine yogurt should be called a milkshake".
As a consumer, the reporter consulted the official customer service of Moyogurt on the product ingredients, and the other party said that the product contains ice cream puree, but does not contain vegetable fat ingredients, no trans fatty acids, "The ice cream puree used is not much, just for seasoning." As for the refined vegetable oil in the ice cream puree, she said, "Baby milk powder will have it." ”
Moyogurt also publicly responded on the 15th that the yogurt came from Ulanqab, and the company is a strategic partner of grassland yogurt cooperation of Inner Mongolia Langege Dairy. Ice cream raw milk comes from KANPAK LLC Sin Chew Compek and is the raw material for soft ice cream, hard ice cream, milk caps and other products. The milk pulp used fully meets the national requirements for food safety.
Screenshot of the official Weibo of Moyogurt.
Although the official claim is only for seasoning, the existence of ice cream puree still makes people who regard jasmine yogurt as a healthy drink feel deceived. In an online calorie evaluation list, a jasmine yogurt shake generally has more than 400 calories.
Some netizens shared that they thought it was a low-calorie drink with yogurt and fruit, who expected it to be ice cream puree, drinking jasmine yogurt for 5 days, and his weight soared by 3 kg.
One wave is not flat, and another wave is rising. On the 17th, due to the untidy operation surface, "Moyogurt once again dissuaded me" on the hot search. Following the high price and high calorie, jasmine yogurt is involved in food safety issues. It is worth mentioning that in April this year, "the Internet exposed bad avocados for jasmine yogurt" became a hot topic, when the customer service of jasmine yogurt responded that it had contacted the store for rectification.
Why is jasmine yogurt so controversial?
In the industry's view, the reason why jasmine yogurt has caused such a big controversy may be that it has a health gimmick and a high price, but it has failed to meet people's consumer needs. As food industry analyst Zhu Danpeng said, "The positioning of high-end and ultra-high-end is not only reflected in the price, but also the consumer's requirements for the brand will increase accordingly." ”
Nowadays, tea brands have "leaned down" and returned to the mainstream price band, and chain coffee has started a price war, "9.9 yuan of coffee to drink casually". But opening the online store of jasmine yogurt, the price of more than 20 yuan a cup at every turn also makes consumers feel that instead of spending 30 yuan to drink a cup of high-calorie yogurt suspected of adding vegetable fat, it is better to drink a few yuan a cup of Michelle Ice City.
Screenshot of the online store of jasmine yogurt.
Zhu Danpeng also told reporters that when jasmine yogurt attracts consumers with "fresh", "low burden" and "authentic taste", it also means higher requirements for product health and safety, which can also be seen from the discussion of whether jasmine yogurt products are added with vegetable fat powder and whether they meet the needs of a low-calorie diet on social platforms.
"The high positioning makes Moyogurt have to maintain stability in every link, and any loophole or consumer dissatisfaction will cause great harm to the brand, just like consumers' catering requirements for five-star hotels must be higher than roadside stalls." Zhu Danpeng added.
Tea brands are "getting a piece of the pie"
According to official information, Moyogurt was founded in 2014 and belongs to Shanghai Boyi Catering Management Co., Ltd. In the early years, jasmine yogurt has been tepid, and in recent years, jasmine yogurt has entered a period of rapid expansion. According to the official website, there are more than 1,000 stores of jasmine yogurt nationwide.
From being unknown to becoming an Internet celebrity yogurt brand, Mo yogurt may be thanks to the new tea brands.
According to media reports, Gu Hao, co-founder of Jasmine Yogurt, once said that the emergence of tea from Heytea and Naixue has made the rise of the new tea beverage industry, and consumers have gradually accepted higher prices to pay for better quality and taste, coupled with the intensification of competition in the tea beverage industry, the emergence of differentiated single product categories, Moyogurt has only caught fire in the past two years.
The explosion of jasmine yogurt is due to its specialization in the yogurt segment, but this track is now flooding with more and more competitors.
In addition to old rivals such as Blueglass and Blue Bear Fresh Milk, the reporter noticed that Nai Xue's tea, tea hundred ways, shuyiyao xian grass and other tea brands have launched such yogurt products. This will not only smooth out the differentiation of jasmine yogurt, but also divert some consumers with a lower price.
In Zhu Danpeng's view, the ultra-high-end positioning will continue to test the quality stability of jasmine yogurt products, the guarantee of food safety, and the matching of service systems while bringing market opportunities to jasmine yogurt. Whether it can maintain high growth depends on how Moyogurt ensures the stable operation of these links and maintains user stickiness.
Nowadays, jasmine yogurt is full of negative effects, and it may take more effort to save the image in people's minds.
Column editor-in-chief: Zhao Hanlu Text editor: Fang Ying Title image source: Visual China Photo editor: Su Wei
Source: Author: China News Network