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- Source/Chief Business Intelligence
- Author/Chief Business Intelligence
Introduction: In the past, when I read novels and wrote that the protagonist is more likely to burst out of great potential in adversity, I always feel a little pulled.
You see, isn't Luckin ridiculed by netizens as "one step down, one step down"?
The "old rival" Michelle Ice City is co-branded with China Post and cooperated with Hefei Public Security, directly sitting in the first place of "brand compilation", so angry that Luckin can only "incompetent rage" in the comment area.
But this time, I saw that Luckin and Moutai jointly sold 10 million cups in 2 days, made a net profit of 100 million, and even rose the stock price by 5.07% on September 5, I realized: I have to turn over the battle, I have to turn over the battle, turn over and fight to be cool!
01
Sure enough, soon Michelle Ice City's counterattack came.
"The first cup of Wuliangye for young people starts from Michelle Ice City", a poster with the joint name of Michelle Ice City and Wuliangye has been popular all over major social platforms!
Source: Weibo
Who doesn't want to feel this "a mouthful of fragrant, a cup of sour" fragrant lemonade?
Even the netizens of the propaganda helped to think about it, and directly opened up to Luckin: "Luckin plus Maotai, Wall Street kneels down, Michelle Ice City plus Wuliangye, mix and match YYDS!" ”
Source: Weibo
Paired with a wine-fragrant popping bead, it is estimated to be more powerful than the sauce latte.
Wine and coffee, just love this cup; Fine wine and lemon tea, is cup after cup ~
Source: Weibo
As a result, before the netizens carnival for a long time, the official customer service of Michelle Ice City came out to respond: "I haven't received a notice for the time being, if there is cooperation, it will be announced on the official website and public account." ”
The "top" snow king in the milk tea industry is not in a hurry, but as soon as it denies it, it can be anxious to eat melons.
Someone put on the sale of sauce latte to stimulate it: "This heavenly wealth, what are you waiting for?" ”
Some people offer creative ideas to tempt it: "If you don't choose Wuliangye, then choose Lao Gan Ma tempeh chili, Wang Zhihe curd milk, Huo Xiang zhengqi water, more than the sword, who is afraid of whom?" ”
In the vote created by Pear Video, 29,000 out of 81,000 people wanted to see the "marriage" of Michelle Ice City and Wuliangye.
Beautiful name, (food and clothing) parents' orders, (public opinion) matchmakers' words.
Source: Pear Video
02
Some people don't understand why everyone is so obsessed with giving Michelle Ice City and Wuliangye "Lalang matching"?
Actually, just think about it a little.
Who is Koyuki? That is the palm treasure of everyone in the affordable beverage industry, which belongs to the kind that has food safety problems and is pushed behind by netizens to protect them.
And what is the status of Wuliangye?
One of the very few top liquor brands in China that can be compared with Moutai, the hard currency of relatives in the New Year, the festival meal, and one of the most frequently appeared bottles on the table of elders.
If they join forces, not only can young people and elders have multiple common topics, but they can also bring down the price of Wuliangye.
Imagine walking down the street with a 19-dollar Luckin sauce latte and a few bucks glass of lemonade, which one would you buy?
Whether you choose one at random or buy them all, netizens feel that this is a way for Michelle Ice City to balance Luckin, and there is nothing wrong with it.
Source: Baidu Search
After all, in terms of sales, this can broaden the market circle of Michelle Ice City, in addition to becoming a "social asset" for young people, but also attract middle-aged and elderly consumption.
From the perspective of brand, it can also meet the memes of netizens, which can enhance the topic and enhance brand influence.
By the way, take this opportunity to open the "War of Gods", and you can also completely erase Luckin's advantage.
Brands such as Shanghai Auntie, Heytea, Starbucks, Chabaidao, and Naixue's tea have all joined the team of co-branding with well-known baijiu, making baijiu + coffee or milk tea a popular trend.
Since then, coffee is not only coffee, milk tea is not only milk tea, coffee milk tea is directly liquorized, coffee milk tea shop is directly cleared.
Source: Weibo
One opens the drunken drowsy skills, the other opens the mind to awaken the brain, half dreaming, and the Buddha is always rolling, which perfectly fits the mental state of contemporary young people who are on the "edge of madness" at any time.
When you haven't slept enough in the morning and have a bunch of work during the day, you can have a refreshing cup, sour and spicy, the tip of the tongue is slightly numb, enough stimulation.
When you are in a bad mood at night and you need to work and can't get drunk, you can also have a glass of slightly drunk, fragrant lemonade into your throat and directly astringent to your heart.
03
However, this is only the first layer, Michelle Ice City generally does things, standing at the highest level.
For example, when most tea brands are busy cooperating with film and television dramas and luxury brands, intending to "marry into a wealthy family" through the traffic of the other party in a short period of time, people join the "test editor" track, and suddenly pull the forced to the next level.
Source: Michelle Ice City Little Red Book
For example, when other brands only co-brand with anime and games and use other people's IP to make money, Michelle Ice City chooses to become a two-dimensional element: it not only harvests the topicality, but also improves the IP value of Snow King.
Now all over the world, Michelle Ice City stores have begun to play their own cartoon "Snow King Driving", how is it not a cultural export, to bring a little shock to foreign countries?
Source: @雪王带你看世界
Even at the end of the film, Michelle Ice City also engaged in a "brainwashing divine comedy version 2.0", continuing his talent in music.
After the familiar "I love you, you love me, Michelle Ice City Sweet Honey", a new melody of "Quick Departure" was added, a simple song that is very suitable for running, directly breaking the language barrier:
Na
Na Na
Na Na
Na Na
Na Na
Na Na
Na
Source: Station B
Therefore, if you look closely, you can find that Michelle Ice City is constantly expanding its territory and breaking the barriers of various circles.
Or set up a snack track for the new chicken steak and open a single-digit Snow King fried store.
Or against the standard Nongfu Spring, the price of 1 yuan 1 bottle of mineral water 10 years ago.
Source: Weibo
Or benchmark Disney and build a "pure hell style" castle, selling drinks + peripherals.
Source: Michelle Ice City Little Red Book
Returning to the "fake co-branding" between Michelle Ice City and Wuliangye, it is also doing to broaden brand awareness and attract more circle consumers.
It can make a fuss to suppress the hot search rankings of Luckin and Moutai, although there are elements of netizens playing terriers, but it is also indispensable to the brand's "God Operation".
Because Wuliangye has always maintained its "noble" style, without saying a word, and Michelle Ice City denied it after a round of public opinion fermentation, and the heat rebounded after denial, isn't this traffic dividend in hand?
If this result is discussed by both parties, in order to warm up the future cooperation, then the official announcement will not be a brand plan, but a netizen's dream come true and comply with the consumer's wishes:
Title: "I Really Did the Fake Play After I Was Knocked on the Giant"
Heroine Xiaoxue: Lively, cute, eccentric little girl
Male protagonist Wuliangye: Reliable, low-key and golden-mature man
If the two sides do not cooperate later, it doesn't matter if Michelle Ice City doesn't want to be told to learn Luckin Coffee.
In the reddest period of the combination of liquor + drink, the snow king has successfully rubbed, Wuliangye is not a loss, and the stock price rose on the same day, and by the way, it also promoted a wave of its joint wine with "Against the Water and Cold".
Source: Against the water cold
This wave of operations is really in the atmosphere, and it's no wonder that people have been happily busy with music festivals recently~
Luckin (crying): Who knows my family, the hardest road I've walked is the routine of Michelle Ice City!
But for other beverage brands, it is not comfortable, and the following is pressed to Hushang Auntie, Heytea, Starbucks, Chabaido, Naixue's tea, etc.
I wonder if they will follow the netizens to play terriers, join the "wine co-branding" team, or open a new co-branded track and create another highlight?
I'm looking forward to it~
After all, the most popular thing now, but the next phenomenon is out of the circle.
What do you think? Welcome to leave your opinion in the comment area.
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