Produced by One View Commercial
Author/Li Yan
Edit/Wooden Fish
Header picture / screenshot from the brand's WeChat public account
Another influencer brand is suspected of vulgar marketing.
Recently, when some netizens went to OONE CCUP, an Internet celebrity milk tea shop on the 7th floor of Hangzhou Center, they found that the store used "Jasmine Split Leg Green Tea, Black Tea Derailed in the afternoon." Advertising slogan and call 12345 to complain.
Ms. Feng, a netizen, said, "Friends have a treat, we bought a total of four cups, and the advertising slogan is on the background board of the cash register, maybe because I am a girl, I think this kind of advertising is very boring, but in case a child comes to buy it, not to mention that this store is opened in the center of Hangzhou, which really affects the image." ”
According to the Metropolis Express, the brand staff revealed that the relevant advertisements have been taken down because the staff of the market supervision department have come to supervise. At the same time, the manager of the store said that the advertising slogan was unified by the company, and the company has removed this advertisement from all stores across the country. "There are two stores in Hangzhou, and this store in Hangzhou Center has been open for more than five months, and there have been no complaints from customers about this advertising slogan before."
In the first month of the opening of OONE CCUP in Hangzhou Center, Yilan Commercial bought the brand's drinks because of the attraction of product packaging, and at that time, Yilan Commercial gave an evaluation that the form is greater than the taste, the packaging is good-looking, but the taste is very average.
Even so, the rest seat at the entrance of OONE is always full.
From the perspective of One View Business, there are three main reasons for this:
First of all, the Hangzhou Center, where OONE CCUP is located, is a major "top-stream" commercial entity of China Resources in Hangzhou.
Hangzhou Center is located in the Wulin business district in the old city center of Hangzhou, and will open in October 2023. As another commercial entity under China Resources that benchmarks Viane World, Hangzhou Center's investment style favors trendy art, and many niche fashion brands are located here. In terms of attracting investment in restaurants, a number of popular stores, including Shanhuan, have also opened their first stores in Hangzhou. This has also led to the popularity of the Hangzhou Center since its opening, and on weekends, there are long queues to enter the underground garage.
Secondly, the brand is one of the few new tea brands in the mall. At present, there are only five new tea brands in Hangzhou Center, including Jasmine Milk White, Yulian Tea House, KOI Milk Tea, etc., except for OONE CCUP and KOI on the 7th floor, the other brands are on the B1 or B2 floors. At the same time, KOI focuses on the small store model, and only provides individual places in the store for rest. As a result, if consumers are looking for a place where they can sit and drink in the upper floors of Hangzhou, where restaurants are full of brands, OONE CCUP has become the best choice.
Finally, the packaging of OONE CCUP does have the power to catch the eye. New tea drinks have always been one of the most packaged industries, and it is even more common for consumers to place an order for a product out of their preference for packaging. Some of the brand's products break out of the packaging ideas of most new tea brands, and use transparent and mini packaging to give consumers a fresher visual impact. Consumers who are new to the brand are naturally willing to pay for the packaging.
OONE CCUP is not the only online celebrity freshly made beverage brand involved in vulgar marketing. Just recently, the Internet celebrity yogurt brand Blueglass was investigated by the market supervision department for "rubbing the edge".
This month, Blueglass released a new product in the "Superboy Boyfriend Power" series. The new product is clearly marked with the symbol "18 forbidden" in the advertisement. In the introduction of the new product, it is written that "under the age of 18, I do not sell; Spoof boyfriend, I don't sell; It is recommended to drink one drink a day, and I will not sell it if there is more; Over 60 years old, I don't dare to sell it" and "don't say you don't understand" and other words. It was questioned by consumers as having the suspicion of "rubbing the edges", and also called it a vulgar "aphrodisiac laxative". Under the complaint of netizens, the Shanghai Municipal Market Supervision Bureau said that it had asked the market supervision department of the relevant district to conduct an on-site investigation of the Blueglass store.
In the view of Yilan Business, the common point of these two products is that the packaging is good-looking and has a "network sense", but the product power still needs to be improved.
Blueglass focuses on functional ingredients in its marketing and marketing, but the key data of the product is not enough to convince consumers; OONE CCUP's crushed ice series, although the packaging is good-looking, the taste of a single product is not thick, and there is no distinction between it and ordinary smoothie products.
If you want to acquire customers more sustainably, differentiated marketing is necessary. But the core of marketing is still product power. The eye-catching slogans and concepts will only backfire on the company and hit the "face" of the brand in the end.