Just when everyone is still struggling to discuss whether thousands or tens of thousands of down jackets are worth it? A "video of a group of college students walking into the classroom wrapped in military coats" has swept the whole network, and the topic of "college students rectifying the down jacket market" has also quickly appeared on the hot search.
Buying 100,000 pieces, why did the "military coat" suddenly explode?
The "military coat" once again "exploded overnight" and returned to people's attention. On the Pinduoduo platform, the sales of military coats in a single store have exceeded 100,000. In a week, the amount of the whole winter of the previous year was sold, and many of the addresses were schools. Why don't young people buy lighter and more fashionable down jackets, but return to military coats? Some netizens said, "It's not that down jackets can't afford to buy, but military coats are more cost-effective."
This is not just an ordinary entertainment hotspot, but an out-and-out social hotspot, and even a milestone event in the change of consumption trend! The return of the military coat indicates that this generation of consumers has really changed. They generally believe that face is not important and that I am only myself. Don't be coerced by face, don't blindly pursue luxury, and pay more attention to practicality and cost performance.
This further confirms that in the context of consumption downgrade, cost-effective products are more favored by consumers. And this has also led to the emergence of many cost-effective brands in the market. For example, in the liquor industry, "horses" in the "bull and horse dispute" that many people talk about are one of them. This "horse" was born in 2020 in the "Beijing Erguotou No. 1 Plan", which is specially designed to create a two-pot brand for a new generation of consumer groups, Donkey Kicking Horse Beijing Erguotou (hereinafter referred to as "Donkey Kicking Horse").
Under the downgrade of consumption, the cost-effective economy has returned again! This donkey has only been in the past two years and dares to shout "Niulanshan"?
Although the Donkey Kick Horse brand was born during the epidemic period, it has grasped the current consumption Xi and new product strategies and brand models, making it highly resilient and promising.
In the early days of the product's launch, the first shipments were sold out. It has successfully entered more than 10 districts and counties across the country in less than 3 months after it was listed; in less than half a year, it has set off a green storm in many core cities offline and online short video platforms; with the upgrading of its products and models, it has entered 50,000 catering outlets across the country in less than one year, and it has set off the above "bull and horse dispute" with Niulanshan, the "king of people's liquor" 10 billion giant.
And this begs the question, how exactly does it do it?
First of all, it is the "three highs and one flat" product strategy that it has created a "interesting, informative, and highly recognizable" pure grain wine. The "three highs and one flat" refer to the high quality, backed by the Chinese time-honored brand "Beijing Erguotou Distillery", coupled with the Chinese wine master Gao Lianhua and the contribution of the Wen couple, not only for the strict control of raw materials, the selection of high-quality northern red sorghum, but also for the brewing process is also very rigorous, the process does not add any flavor, alcohol, strictly abide by the national first-class fragrance brewing standards, and finally create this "soft and clean, good to drink" pure grain wine.
The high-value, crystal clear crystal bottle, with the bright emerald green, and the lifelike, honest and lovely "second donkey brother" on the bottle make it very interesting and recognizable.
With high feelings, the name Donkey Kicking the Horse is taken from the historical allusion of the predecessor of Erguotou, "not only not drunk the donkey, but made the donkey kick the horse", which has the meaning of "it is not good to drink". At the same time, its team has integrated the current "positive and optimistic" music culture into it, and has given this culture to the brand's IP image "Donkey Second Brother". Civilian prices, which set the price range to the price range of 20-30.
Product + model, with a valuation of over 100 million yuan in just 6 months
In addition, in addition to the product strategy of "three highs and one flat", its brand model also plays a key role. Its team tailored a two-line parallel model of "online digitalization + offline refinement" for donkey kicking. Online, not only have there been many Internet celebrity recommendations on major short video platforms, but also tens of millions of exposures. It has also cooperated with many popular films and television, and has successively won the video call support of Bao Bell, Song Xiaofeng, and Snow Village.
Nine major supports have been provided offline, and large-screen advertisements have been placed in dozens of core cities across the country. Now, it has taken the first step in cross-border catering, and successfully opened the first store of "Erdonkey Tavern" offline, with a turnover of more than 10,000 yuan on the day of trial operation, determined to become "the first eating and drinking position of the Optimist".