Source: Brand front page
Some time ago, an article "Zhong Sui: My Second and Third Matters with the Elder Zong" made Nongfu Spring stand on the cusp of public opinion.
In just a few days, it is said that Nongfu Spring's sales plummeted by 90%.
However, at the beginning of April, a new Oriental Leaf Spring Limited Longjing Tea was quickly sold out after being launched on major e-commerce platforms.
The Oriental Leaf is the beverage brand launched by Nongfu Spring, which was once rated as one of the "5 most difficult drinks" by netizens.
So, can the explosive sales of Oriental leaves make Nongfu Spring's previously declining sales gradually return?
Hunger marketing of Oriental leaves
Right now, it's time for new tea to hit the market.
A spring-limited Longjing new tea of Oriental Leaves, after being launched on major e-commerce platforms, instantly rushed to the first place in the hot selling list of single products.
At 17 o'clock in the afternoon of the same day, all this product on major platforms was sold out.
Compared with the 2023 Oriental Leaf Longjing New Tea when it was launched, it was sold out of 50,000 boxes in 7 days, and this year it only took 17 hours, it is obvious that netizens love this product more.
After Longjing New Tea was sold out, Nongfu Spring specially issued a thank you letter, saying that the second batch of Longjing New Tea was sold out of 50,000 boxes within an hour, but some offline convenience stores will have a small number of limited products available.
● Source: Oriental Leaves Weibo
It is reported that since the launch of the Spring Limited Longjing New Tea in 2022, this product has been the "fragrant bait" in the Oriental Leaf product line.
As for why it is so fragrant, it is due to the "genuine" raw material selection and production process of this product.
It is reported that the new Longjing tea of Oriental leaves is all the special grade Mingqian Longjing in the geographical indication production area.
Netizens who know a little about tea should know that the production of special Longjing only selects a fresh bud and a leaf, and about 30,000 buds can be fried into 1 kg of Longjing tea, which is precious.
Because of this, when the new tea of Oriental Leaf Longjing was launched on the market and the price was only 8 yuan a bottle, it was not surprising that the hot sales of "slow hands" appeared.
Some netizens complained: This is simply better than Xiaomi SU7.
Seeing that the new Longjing tea with oriental leaves was sold out, consumers' enthusiasm for buying was unprecedentedly high, and they asked brands to increase production.
On an e-commerce platform, there are also comments about this drink, such as "the tea soup is clear" and "the aroma is very sufficient", which makes more consumers who want to try it full of expectations.
Objectively speaking, this product is really good. Since its first listing in 2022, the popularity has been better every year.
Generally speaking, Longjing tea before the Ming Dynasty is not only precious and scarce, but has become the first choice of consumers since ancient times for its "fresh and tender".
The Oriental Leaf's product, with the blessing of scientific and technological innovation, fully retains and shows the unique fragrance and taste of Longjing green tea in the Ming Dynasty, coupled with the "moving" price, it is reasonable for consumers to love it.
● Source: Oriental Leaves Weibo
Nongfu Spring said that it hopes to use the power of scientific and technological innovation to reproduce the understanding and wisdom of the ancestors on tea, and provide modern Chinese tea for Chinese consumers and consumers around the world.
So, since the product is so hot, will there be a third batch online this spring?
The answer is basically impossible.
Dongfang Leaf said in the "Consumer Appreciation Letter": "The quality reputation of Longjing New Tea before Ming Dynasty is our most important pursuit. I apologize for not being able to meet consumer demand by only producing so many quantities!"
● Source: Internet
This statement captures the essence of hunger marketing.
Do enough articles around "health".
As mentioned earlier, Oriental Leaf was called one of the "5 most unpleasant drinks in history" by netizens.
Since it is so unpleasant, why is it still popular on the whole network, and what is the mystery?
It's not a long story.
From my personal choice, I love and fall in love with oriental leaves since the pandemic.
The first choice of oriental leaves was made because the name was atmospheric enough. Compared with other cola brands, it shows more or less the feelings of spreading Chinese culture, and it stands out among the drinks.
Secondly, it is almost the consensus of the Chinese people that tea can maintain health. However, during various outdoor activities or shopping with friends, it is not always convenient to carry a bottle of hot tea with you.
Well, it is much more convenient to put oriental leaves in the trunk. It can be green mandarin pu-erh or jasmine tea. A bottle of oriental leaves not only quenches your thirst, but also has the sweet aftertaste of tea after drinking, which is really good.
● Source: Oriental Leaves Weibo
Finally, and more importantly, this drink is regarded as a "healthy weight loss" product by many young people who want to lose weight.
Think about it, in the fast-paced modern society, netizens are paying more and more attention to health, and the selling points of zero sugar, zero fat, and zero calories played by Oriental Leaves, almost every one, have hit the current demand for healthy drinks among netizens.
Of course, in order to highlight "health", Oriental Leaves has indeed done enough articles around these two words.
In terms of material selection, whether it is green tea, oolong tea or jasmine tea, they insist on using natural tea extracts. Coupled with modern science and technology, it not only retains the nutrients in the tea, but also brings a unique and pleasant taste.
When it comes to taste, this is also where Oriental Leaves has gone from "the most difficult drink" to become more and more popular.
Some drinks on the market may neglect health and nutrition by placing too much emphasis on taste.
However, oriental foliage is typical of both wants and wants. By insisting on natural ingredients and unique processes, the taste of several major beverages is different.
There is the lingering fragrance of jasmine, the subtle sweetness of green tea, and the appropriate sweetness and sourness of lemon tea...... These are the differentiated taste charm of oriental leaves.
And these tastes are also attracting more and more young consumers to pay repeatedly.
In addition, the emergence of Oriental Leaves is also inseparable from its frequent creative marketing.
In order to better attract young people, Oriental Leaf is very active in marketing both online and offline.
At the same time, Oriental Leaf has also co-branded sports brands to launch limited-edition drinks for many times, or co-branded anime characters to launch limited models, etc., and attaches great importance to cooperation with young brands.
As for whether it can really lose weight, it has become a "new surprise" after the pursuit of taste.
Product power allows the brand to achieve "self-help"
Besides, there is a reason why Oriental leaves are not popular when they first enter the market.
At that time, the retail price of oriental leaves was about three yuan five, and in some places it even rose to four yuan five. This price was obviously too "high-end" compared to most bottled drinks at the time.
In addition, in the beverage track in previous years, consumers paid more attention to the taste, and the Oriental leaves "a tired tea taste" was unacceptable to many consumers.
As a result, from the mouth to the price, several major factors are superimposed, so that Oriental leaves are not favored by consumers, and the sales are word-of-mouth
General.
However, the trend of new consumption is changing. Sometimes, the persistence of long-termism will also make the brand wait until spring.
● Source: Oriental Leaves Weibo
In recent years, with the gradual increase in the market share of sugar-free tea, consumers have begun to realize that enjoying a light taste of tea without consuming too much sugar is the real healthy consumption.
As a pioneer of sugar-free tea drinks, Oriental Leaves, which has been sticking to this track for more than ten years, has also successfully created a leading image of sugar-free tea drinks, and finally achieved a breakthrough in the fiercely competitive new consumption track.
From the explosion of Longjing new tea, it can be seen that as a sugar-free tea drink, Oriental Leaf has a long-term and lasting brand building, and it also has a long-term adherence to anchoring consumers' health needs.
In this process, we can effectively reach our target audience by creating differentiated products and constantly adjusting the packaging design and taste quality of innovative products.
The previous collapse in Nongfu Spring's sales shows us that consumers' choices are somewhat affected by emotional value.
The explosion of Longjing new tea this time reflects that in addition to the emotional value, the purchase decisions and consumption frequency of netizens are still the final point of product power.
● Source: Oriental Leaves Weibo
Oriental Leaf runs Chinese tea culture through brand building, and through the renewal and inheritance of traditional culture, consumers are more likely to accept and are more willing to pay.
At the same time, it also accelerates consumers' choices by virtue of the cost performance recognized by consumers, the output of brand differentiation concepts, and the change of consumer trends.
In general, product power is the key to creating explosive products.
On this basis, if the brand can always adhere to the cost performance, the "grand occasion" of 50,000 boxes sold out within an hour will be reproduced.
Therefore, rather than saying that Oriental Leaves "saved" Nongfu Spring, it is better to say that an excellent product that is welcomed by the market can finally allow the brand to "save itself" for a long time.
Resources:
1. Half-cooked Finance: Selling 50,000 boxes in an hour, Oriental leaves were robbed crazy
2. Food: The second batch of Oriental Leaves 50,000 boxes of Longjing new tea before the Ming Dynasty were sold out again in 1 hour