With the emergence of new news hotspots, Nongfu Spring can finally breathe a sigh of relief, and there is a lot less negative public opinion against Nongfu Spring on the Internet.
Theoretically speaking, although the Internet has a lot less cyberbullying for Nongfu Spring, this impact should last for a period of time, and it will also have an impact on Nongfu Spring's product sales.
But in reality, Nongfu Spring doesn't seem to care about these, and the sales of its products are getting higher and higher.
Around the Qingming Festival, Nongfu Spring's beverage brand Oriental Leaf launched two batches of Longjing New Tea before the Ming Dynasty. The second batch of Longjing new tea was launched on major e-commerce platforms on time at 10 o'clock on April 5, and 10,000 boxes were sold in only 1 minute, and 50,000 boxes of products were sold out in only 1 hour.
You must know that Oriental Leaf launched a total of two batches of Ming Qian Longjing this year, and the first batch was sold on April 1 and sold out in 17 hours. Last year, Oriental Leaves also sold out of Longjing before the Ming Dynasty, the same 50,000 boxes, and it took a total of 7 days to sell out. It is precisely because the sales speed of the first batch this year is much faster than last year, that the second batch of Mingqian Longjing has been temporarily added. I just didn't expect that the second batch of sales was faster.
Due to the outstanding sales performance, Nongfu Spring E-commerce Center specially issued a "Letter of Appreciation to Consumers". Nongfu Spring said that the quality reputation of Longjing New Tea before Ming Dynasty is our most important pursuit, due to the scarcity of raw materials, it can only produce so much quantity, which cannot meet everyone's needs. In the near future, some convenience stores will have a small supply of Longjing new tea in front of the Ming Dynasty, and we will see you next year.
Why is the new tea of Ming Qian Longjing with oriental leaves so popular?
There are two main reasons, one is that the user base of Oriental Leaf is increasing, and on the other hand, it is the existence of scalpers. Maybe the role of scalpers is a little bigger, after all, they only sell 50,000 boxes at a time, not 5 million boxes. At present, many websites have appeared in the resale of Oriental Leaves Mingqian Longjing New Tea, 100ml tasting package is 19.9 yuan / bottle, 335ml package price reached 28.9 yuan / bottle.
The price of the official flagship store of Oriental Leaf is 120 yuan per box, the specification is 335ml*15 bottles, and the average price per bottle is 8 yuan. After scalpers change hands, they can earn more than 20 yuan in gross profit per bottle.
The price of other flavors of tea is about 64 yuan per box (335ml*15 bottles), which is only half of the price of Longjing new tea before the Ming Dynasty.
The same is tea, why can the price of Longjing be sold twice the price of the same product before the Ming Dynasty?
The most fundamental reason is the cost of raw materials. Nongfu Spring said that the raw materials are made of high-grade Mingqian Longjing, and about 30,000 buds can be fried into 1 catty of Longjing tea. In addition to the high cost of raw materials, Nongfu Spring has also reached an unprecedented height in process technology.
This was originally a celebration moment for Nongfu Spring, but it was also questioned by many netizens. Because even if all the Ming Dynasty Longjing in Hangzhou is collected, it will not be able to brew 50,000 boxes of tea. Some netizens also calculate according to the calculation of 10g of green tea per 500ml, 50,000 bottles need 1,000 catties of Longjing, and two batches have been sold, that is to say, 2,000 catties of Longjing are needed to brew before Ming, are there so many Longjing in the country?
What I want to say is that this netizen's unit calculation is wrong, because this batch of Oriental Leaves is mainly sold in 335ml*15 bottles, and a total of 5025ml in one box. We calculate according to 5000ml, and every 500ml needs 10g of Longjing, so each box needs 100g of Longjing to soak. 50,000 boxes need a total of 5 tons of dragon wells, and two batches of tea drinks need a total of 10 tons of dragon wells, which is unrealistic.
Obviously, whether it is the existing Longjing stock in the mainland or from the perspective of cost, it is impossible for Oriental Leaves to be made according to the standard of 10g of green tea per 500ml. Even if you make tea according to 1/10 of the standard given by netizens, Nongfu Spring still needs 1 ton of Longjing, can the company really pick it?
Even if it can be picked, then the price of 1000g of Ming Qian Longjing is also more than 10,000 yuan, and the average price per gram is more than 10 yuan, but the price of each bottle of Oriental leaves is only 8 yuan, in addition to freight, logistics, and labor, there is still a certain profit, which shows that the tea content of each bottle of Oriental leaves is low, and there is not even 0.5g.
In the case of low content, the company improves the manufacturing process so that consumers do not feel the impact of low content, which is the power of technology.
Therefore, from the perspective of comprehensive factors, Oriental Leaves Mingqian Longjing New Tea is more of a marketing concept, and its tea concentration is far less than the concentration of our own tea at home. This is similar to Luckin Coffee's sauce-flavored latte, on average, there may not even be a drop of Feitian Moutai in each cup of coffee, but it can make everyone feel the flavor of the sauce through technology.
If you really want to drink tea, it is better to brew it yourself. If you want to learn marketing, then Nongfu Spring is powerful.
This is the best era, but also the worst era, with capital thinking and new business model integration, the whole world is your stage!
In the world of new business, there is no eliminated industry, only the subverted out of the enterprise, and now all business competition will focus on "model innovation and capital operation".
A company or a boss, if there is a shortage of innovation ability and capital thinking, is destined to lose in advance.
Remember: without innovation, how can there be imagination, without imagination, how can there be competitiveness, if you want to break through, you must subvert the original business model, reconstruct a new business model!