Coriander, known as "Broken Yang Grass" in the "Compendium of Materia Medica", because of its spicy smell, if eaten in large quantities for a long time, it will consume qi and hurt sperm, which has an effect on men.
Coriander is good, but don't be greedy.
But don't worry too much, there is no authoritative research to confirm the effect of coriander on male function, and coriander is still a nutritious and unique vegetable.
From the white elephant coriander noodles that sold out a few years ago, to the Huiyuan coriander juice that swipes the circle of friends now, there are also coriander pizza, coriander coffee, coriander lemon tea that "pop up" from time to time......
Brands seem to be waiting in line, waiting to remake the product with coriander. As long as any product is hitched with coriander, the sales volume may not be high, but the limelight must be big.
You must know that product innovation is the most taboo homogenization, but coriander seems to be an accident, it has been rubbed and has been on fire.
It is easy to understand this phenomenon by interpreting it with the "CP literature" that has become ridiculously popular in the past two years.
As a supporting role in CP, coriander has its own controversial points, controversy is the core of the formation of the topic, there is a topic, there is traffic; coriander also has its own consumer camp, whether it is hated or liked, it can activate emotions, and emotions are a shortcut to create explosive products.
At the same time, coriander, as the "base", is also in line with the logic of low-cost innovation of large single products.
In this way, the brand and the coriander group CP have perfectly achieved three purposes: one is low-cost exposure, the second is to create explosive products in a short time, and the third is to enhance the timeliness of innovation.
Let's look at the white elephant coriander noodles and Huiyuan's coriander juice that have been swiped recently, they may not be delicious and delicious, but there must be people who pay attention, and most of them are young people.
Will the easy-to-use "coriander marketing" be a good business once and for all? Can latecomers still make money from coriander? Let's take a look!
The joint official announcement of Huiyuan coriander juice Source: Huiyuan juice's official Weibo
01 Comes with its own topic, born with a flow physique
Doing the ultimate business and providing high emotional value
In the promotion of new products, if the "first three seconds" cannot catch the attention of consumers, it is almost impossible to get out of the circle.
And creating contradictions is usually a sharp weapon out of the circle. Coriander, although not the only food with contradictions, is a "dissident machine" that has been used repeatedly.
"World Hates Coriander Day", "World Anti-Coriander Alliance" VS "Coriander Gate", "Can't Live Without Coriander", the brand, as the initiator, took the initiative to set up the battlefield and activate both sides of the opinion.
In the atmosphere of expressing their opinions, it doesn't matter who occupies the advantage, it doesn't matter if you are scolded or hacked, just bring traffic.
It is not enough to have traffic, someone has to pay for traffic, and whether it brings satisfaction of emotional value has become the key.
If you want to play, you can play thoroughly, and if you want to offend, you will be offended to the fullest. Different from the previous shallow distinction of "whether to add coriander to eat noodles", McDonald's "Xiangxiang Coriander Xindi", White Elephant's "Super Xiangxiang Xiangxiang Xiangxiang Cilantro Noodles", and Huiyuan's "100% Coriander Juice".
The name of the product reflects the ultimate visual stimulation, and with the label of the limited product, the emotion becomes possessive and shared.
At this time, young people with distinctive personalities and Internet celebrities who need to rub hot spots, active or passive, will spontaneously become the "promotion ambassadors" of the product.
Looking at "coriander fever" again, it is nothing more than a game of human nature. Brand marketing grasps a controversial point, and it becomes the center of the topic, taking advantage of the fisherman.
Source: White elephant coriander noodles posted by Xiaohongshu users
02 Process-oriented, low-cost, and easy to replicate
Technical support for different needs
For enterprises that make coriander products, the process-oriented, standardized and industrialized production mode is very important.
The core of it lies in the use of freeze-drying technology to process coriander, one is to improve the ability of coriander long-distance transportation, the other is to ensure the taste and quantity of coriander, and the third is to standardize the operation, reducing the cost and replication difficulty.
At the same time, after the improvement of coriander, the presence as an adjunct is very low, especially suitable for supporting roles.
In the past, Laiyifen has launched coriander-flavored super-large lollipops, but consumers have reported that the plum flavor is stronger than the coriander flavor, which makes people who don't eat coriander accept its taste.
From a consumption point of view, coriander has a long history at home and abroad, and has its own place, both as a main dish and as a side dish.
For example, coriander salad, pizza. Pizza Hut also launched a coriander pizza, a la carte pizza iron plate is 59 yuan, and the amount of coriander plus 30g is 5 yuan. In the long run, coriander, as a small ingredient for a fee, is still a good additional income.
In addition, coriander itself is a good seasoning, and it can also be combined with more new products, such as coriander and lemon.
It can only be said that everything can be coriander, and there is no innovative formula template.
Source: Pizza Hut China Weibo
03 Look at marketing in the short term, look at products in the long term
Either stop it, or return to the masses
Nowadays, the niche trend of marketing promotion is becoming more and more obvious. The most common way to play is to please a certain group, delineate a long-tail audience, and focus on creative anchors to update the product.
The explosion of coriander is a good example. In the early days, "coriander marketing" was mostly linked to celebrities, and the coriander products launched by An Muxi, Laiyifen, and Shanghaojia were all because the brand spokesperson Wang Yibo loved to eat coriander, and the consumer groups that the brand wanted to circle were his fans.
And now the extreme "amount of coriander" is also delineated by a part of the people who like coriander very much, and they are doing the business of a few people.
The biggest advantage of coriander is the sense of participation of consumers who spend a small amount of money. Engaging and finding an identity is something that every consumer cares about.
The short-term effect of this marketing method is obvious, but once the novelty is gone, the sales are gone.
For mass consumer catering brands, they must not only do niche business and short-term business.
Using coriander innovation, we can either make short-term exposure and receive it when we see it, or we can make a long-term brand and focus on popular products.
Representatives of the former, such as McDonald's and Laiyifen, put gimmicks such as "lethal amount" and "limited-time purchase" to attract KOLs to taste and complain first, and brake in time after relying on traffic to get out of the circle. Since the coriander series cannot be "long-lasting", it is better to rely on coriander to drain other products.
Representatives of the latter, such as the white elephant. Through the launch of coriander noodles, while increasing the popularity of the brand, the products are landed, and the taste is upgraded, the pure green dough cake has a mild taste, not limited to niche groups, and at the same time, the White Elephant instant noodles 2.0 series is upgraded to continue to give full play to the residual temperature of the traffic.
Looking at the entire catering consumption market, coriander is still a "low supply" category, with great market potential, suitable for large-scale product innovation, helping brands quickly open up new markets.
But it should be noted that differentiation and targeting are the core of playing, otherwise it will be difficult to succeed if it is just a trend. Just like Huiyuan's coriander juice, it's hard to say that it can be the second coriander noodle.
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