How to bring a brand that has suffered a "midlife crisis" back to life?
In the past, brands tried to transform in various ways, and a variety of gift boxes were matched with national tide IP elements, and the scene was simply called a flowery display.
Nowadays, everything seems to be much simpler: just sign the top endorsement.
Obviously, Xiang Piaopiao thought the same thing.
01
Xiang Piao, Wang Yibo
Xiang Piaopiao's official Xuan Wang Yibo can be said to be quite high-profile.
In the evening, the topic of "Wang Yibo's Milk Tea" was on Weibo's hot search with 120 million views and 1.38 million discussions.
At the same time, Xiangpiaopiao also cast several open-screen advertisements, so that people who have not noticed Weibo's hot search can quickly get the news of the spokesperson.
To say that Xiang Piaopiao's admiration for Wang Yibo is definitely his overly strong ability to carry goods.
In the list of celebrities with goods released by The Number of Stars, Wang Yibo has continued to occupy the top position from last year to the present, with a consumer sentiment index of 99.78 and a stable 100 of star consumption radiation.
Just happened, and met xiangpiaopiao launched "milk tea", you said that the brand looking for Wang Yibo, in order to bring goods at the same time and play harmonic terrier, three mouths also believe.
In order to see how Wang Yibo's ability to carry goods is, the three of them went to the Tmall flagship store of Xiangpiao.
There are two kinds of "Wang Yibo same model" in the store, which sold 850,000+ and 150,000+ respectively. What is this concept? Ranked third in the store in terms of sales, ordinary fragrant piao piao milk tea has sales of only more than 100,000 yuan.
Wang Yibo official Xuanxiang Piaopiao has only been in the past few days, and fans have bought millions of product sales. Moreover, the number of three people is not counted on other e-commerce platforms.
Seeing that his own spokesperson has such a crazy ability to carry goods, Xiang Piaopiao may wake up laughing in his dreams.
But the question is, can the "mid-life crisis" faced by Xiangpiaopiao be solved by relying on a spokesperson alone?
02
Fragrant "Midlife Crisis"
Stock prices "fall and fall", convertible bond fundraising plans aborted... In the past three years, Xiangpiaopiao's net profit has been hovering around 300 million yuan.
This is indeed not a good result for Xiangpiaopiao, who once sold a billion cups a year.
So, what causes Xiang Piaopiao to be so "crisis"?
You may buy a cup of freshly prepared milk tea at a milk tea shop, or you may go to a convenience store to buy an ready-to-use milk tea drink. But speaking of buying a cup of fragrant flutter and then looking for hot water to soak it everywhere?
I believe that many people will shake their heads when they hear it.
New tea brands such as Xicha, Naixue, chabaidao and COCO have high requirements in terms of raw materials, taste and freshness, which have caused a great impact on the traditional "milk tea powder brewing thinking" of Xiangpiaopiao.
The defect that Xiangpiaopiao brewed milk tea cannot be drunk immediately, coupled with the taste, sweetness and health questioned by consumers, makes Xiangpiaopiao have to transform and fundamentally change the status quo.
Later, Xiangpiaopiao launched MECO juice tea and milk tea, which did gain certain market recognition, but the splash was still not large.
Another thing that has aroused public opinion in the market is the xiangpiaopiao self-heating milk tea pot.
This product in the eyes of the three mouths, is the best performance of Xiangpiaopiao's illness rushing to the doctor. Most of the consumers who buy because of curiosity give negative comments such as "not good" and "too sweet".
In summary, Wang Yibo joined, only briefly attracting fans to buy. However, if Xiangpiaopiao wants to survive the "mid-life crisis" in the true sense, it also depends on the brand's personal research and development capabilities.
03
XiangPiao should leave the comfort zone
Before the three of them, they especially wanted to drink milk tea, but there was no takeaway shop around. At that time, my friend asked me to go to the shop downstairs to buy a cup of incense.
But my first reaction was: so sweet, so greasy, don't want it.
Although the three mouths are only an isolated case, I believe that many people maintain the same view of Xiangpiaopiao: no matter how it changes, it is still so sweet.
How hot is the sugar-free beverage market? Manufacturers of sugar substitutes have been put on the market by consumers who pursue low sugar and low fat.
That said, consumers need products that are a little sweet, but not particularly sweet.
This year, even Oreo has produced 0 sugar cookies, and XiangPiao should really roll up!
Moreover, brewed milk tea is undoubtedly a product that should be eliminated. However, wang Yibo's endorsement of milk tea, and the zhen milk tea launched by the brand later on the Yan value economic express, still did not jump out of the "brewing" framework.
The three mouths understand that Xiangpiaopiao wants to embrace generations of young people with a younger image and mentality.
But you see, young people are holding low-sugar milk tea that can be opened and drunk.
After doing innovation for so long and still "brewing in the dead", should we leave the comfort zone and find a better way out?