This winter is still cold and cold, but the difference is that the video of a group of college students wearing military coats has swept the whole Internet, quickly setting off a craze for "military coats".
Why did the "military coat" become the top stream in the cold winter? What does it portend behind it?
The reason why the "military coat" can quickly explode on the Internet is due to the high price of down jackets every year. At the same time, the videos of young people wearing military coats wandering in groups on campus or on the streets have appeared on major social platforms, making topics and jokes such as "college students rectify the down jacket market", "it's not that down jackets can't afford to buy, but military coats are more cost-effective" and other topics and jokes quickly appeared on hot searches. And the "military coat" has completely become the top of this year's cold winter.
The hot spot of "military coat" is not only a social hot spot, but also reflects the changes in consumer Xi. They pay more attention to practicality and cost-effectiveness in the pursuit of individuality and affection. In recent years, the frequent rise in the price of down jackets has made them like "ice cream assassins". The "military coat" has become a "flat replacement" to a certain extent, which represents the change of consumer Xi habits that consumers are no longer coerced by face and pay more attention to practicality and cost-effectiveness.
Of course, the shift in consumer Xi has been taking place in recent years, and the "military coat" has made more people aware of it. Recently, many brands and time-honored brands have seized this opportunity to quickly launch many brands with great cost performance and practicality.
The change of consumption concept, cost-effective has become the mainstream? Donkey kicking the horse has been on the market for one year, shouting tens of billions of Niulanshan
For example, Beijing Erguotou Distillery, one of the three major distilleries in Erguotou, launched the "Beijing Erguotou No. 1 Plan" with a young entrepreneur two years ago, aiming at a new generation of young consumer groups, determined to create an "interesting, informative, and highly recognizable" new generation of Erguotou brand.
After a long period of brewing, Donkey Kicking Horse Beijing Erguotou was officially launched at the end of 20 years, with its "interesting and material" brand culture, highly recognizable brand image and "good to drink" pure grain taste, so that it was sold out as soon as it was launched.
And in just 3 months, it quickly entered the market of nearly 100 districts and counties across the country, and quickly set off a green storm on major short video platforms. Then, in just half a year, it was valued by more than 100 million yuan. More than that, the development momentum of this donkey is menacing, and the green storm online quickly swept into the offline market, and it quickly entered nearly 50,000 outlets across the country in just one year. With such a strong momentum of development, many people can't help but exclaim that a "bull and horse dispute" seems to be about to begin.
Donkey Kicking Horse can achieve such results in a short period of time, mainly relying on its product strategy of "three highs and one level" and the "Donkey Kicking Horse Super IP Entrepreneurship Model" tailored for it.
First of all, let's take an in-depth look at its "three highs and one flat" product model, the "three highs and one flat" are "high quality, high appearance, high feelings, civilian price", donkey kicking horse is the real "old tree sprouts", not only its backing on the Chinese time-honored brand "Beijing Erguotou Distillery", but also by two Chinese wine masters personally brewed, from the selection of raw materials to the entire brewing process, by the master strict checks, abide by the national first-class fragrance brewing standards. The result is a "soft and clean, but not too good to drink" body.
The product is younger, not only in taste, but also in appearance, so its team has created this crystal bottle with a "circle on the top and on the bottom", coupled with a bright color scheme and a highly recognizable IP image of "Second Brother Donkey", making it a shining cub on the shelf.
The heavy liquor culture of traditional liquor is also one of the reasons why young people stay away from liquor, and the brand culture of donkey kicking horses is "music culture", which not only has the persistent spirit of not abandoning or giving up on the donkey, but also has an optimistic attitude towards difficulties. The price is set at 20 yuan.
Create a core consumption scenario "Erdonkey Tavern" to form a closed-loop link between people and goods yards
In addition, the "super IP entrepreneurship model" of donkey kicking horses is the key to the rapid growth of its brand, which is mainly divided into three aspects, "brand personification, personality IP, and IP scenario". Open up the closed loop of consumption in people, goods and yards, and form a brand moat. Embodied in the Donkey Kicking Horse brand, the brand was endowed with the character of "optimistic, kind, interesting and informative" at the beginning of its establishment, and then created the IP image of "Second Donkey Brother" to make it more concrete.
Finally, create your own core consumption scenarios and form a closed loop of consumption of people, goods and yards. "Two Donkey Tavern" is built at the end of last year by Donkey Kicking Horse, and the main focus is "the first eating and drinking position of the Optimist", where you can drink happily and eat meat happily.