A few days ago, a friend who made clothing suddenly talked about the great white rabbit milk candy: is the great white rabbit milk candy out of the circle a success? If you want to be able to go out of the circle like the great white rabbit, Shenzhen's clothing has been really difficult to survive in recent years.
<h1 class="pgc-h-arrow-right" data-track="124" > shanghai white rabbit out of the circle? </h1>
Two years ago, this great white rabbit in Shanghai was really happy on the Internet.
Go to the little red book to flip through at will, the big white rabbit flies everywhere, there are physical stores to punch cards, there are anime creations, there are costume designs, there are handmade... Anyway, tens of thousands of fancy manuscripts are talking about this big white rabbit. It also opened a milk tea shop in a shopping mall in Shanghai, quickly becoming a "super Internet celebrity", so that people who want to drink it have to queue for four or five hours. The pop-up shop of the great white rabbit, where to go happy, the queue of people to punch the clock is endless.
Great White Rabbit also cooperated with the Smell Library with perfumes, shower gels, body lotions, hand creams, and aromatherapy, which were first launched on Tmall online, and sold more than 14,000 pieces within 10 minutes of sale. 618 Great White Rabbit Milk Candy with the same series of fragrance gift packs 1000 sets were sold out within 2 minutes of the sale on June 1. The first batch of 920 lip balm lip balm cooperated with Meganet sold out in half a minute, and the additional 10,000 sets of two-pack combinations the next day were sold out within 3 hours.
The great white rabbit is not only out of the circle, but also seems to have the meaning of word of mouth and sales double harvest. This sixty-year-old white rabbit is going to become a sperm.
<h1 class="pgc-h-arrow-right" data-track="101" > two years have passed, can the great white rabbit be okay? </h1>
Lao Yi met the pop-up shop of White Rabbit Milk Candy in Raffles City, Shenzhen two years ago, and the first glance was a surprise, and the second eye was still a surprise. The big white rabbit pop-up shop is very cute, the milk smell in all kinds of rabbits are cute, a large milk candy sprinkled all over the place, did not expect that there are many surprises that can be bought in the pop-up shop, in addition to the great white rabbit milk candy, lipstick, small cloth bag, small T have, the price is not expensive, by the way, I picked up lipstick, small cloth bag and so on to bring home.
Lipstick tastes average, not moist enough, a closer look is actually a blue rabbit printed on the outside of the very ordinary lipstick. The cloth bag is relatively rough, the quality is slightly worse than the quality of the cloth bag that was bought on the Internet for dozens of dollars before, and it is not used to buy vegetables, and it is impossible to go out without buying vegetables. Flipping through on the Internet, netizens who have drunk great white rabbit milk tea are also complaining: the original price of two cups of milk tea of about 40 yuan, the scalper fried to 160 yuan, poor service attitude, the taste is not good.
Lao Yi went to the Tmall shop of the great white rabbit and glanced at it, the great white rabbit has many flavors, and there are more ice creams. The best selling is the original white rabbit milk candy, which can sell more than 5,000 packs a month. In the gift box and wedding celebration series, add a large iron box of red or white to the outside of the milk candy. Bags, T-shirts and other products are sold in the cooperative brand stores.
The product is so unpowering?! Sales are not bad! This great white rabbit is only half out of the circle? Two years ago, he yelled at the door: "I'm going out?" "And then two years later I still haven't put my shoes on. What is this great white rabbit waiting for? What strains are you guarding, and what rabbits are you staying with?
<h1 class="pgc-h-arrow-right" data-track="130" >why is the white rabbit only half crossed? </h1>
Lao Yi found the official number of the great white rabbit on Weibo ,"Great White Rabbit Happy Sharing", from the content point of view, after the successful exit of the circle in 2019, the great white rabbit still retained the activities of the pop-up store. Went to the Summer Palace, but also went to some shopping malls, from the pictures, the atmosphere layout and product display in the store is not much different from Lao Yi's previous years. The milk tea shop is still doing it, and it has appeared again at the flower fair.
Is this a trick to eat the world fresh? Don't cunning rabbits all like to have three caves?
Netizens said that the great white rabbit's "marketing full score, product negative score" . This seems to be derogatory, but it is actually praise. Cross-border, flash can go out of the circle, that is the skill. What Lao Yi is curious about is that it is difficult to get out of the circle, why does the new trick stop? Such a good opportunity to show your face, why can't you make a difference in the product? Can the products around the IP be a little more innovative? Is it okay to improve the quality a little more?
The current "God" is not easy to fool, relying on feelings alone, not playing something realistic, it seems that it is not very good. These "gods" are all lords who do not see rabbits and do not scatter eagles.
Some insiders said that the great white rabbit this cross-border is actually marrying a daughter-in-law, not a daughter-in-law, that is to say, the great white rabbit authorizes the IP to partners, in the specific product development and operation, the great white rabbit is not much care. oh! oh! oh! No wonder.
Since the new media content in the circle of friends in a variety of crazy forwards, the hundred birds take advantage of the trend to play the concept of "herbal skin care", the packaging is also comprehensively improved, but also to create a series of high-end sub-brands such as Sanshenghua, Qi Yun, and The Secret of the Sea. After a series of tumultuous operations, the sales of Baijieling directly rushed from more than one billion to nearly 20 billion, and the status of the jianghu was directly squeezed into the top three in China. From out of the circle to realization, the hundred sparrows played too much 666.
Think again about that big white rabbit, loss! Loss! Think of that year, "seven white rabbits equal to a glass of milk", everyone lined up not necessarily to buy, the annual sales of up to 14.6 billion, exported to more than 50 countries and regions. Now everyone is bitterly advising each other to eat less sugar, eating more will be fat and unhealthy. Big brother Xu Fuji has been a bit unable to stop the downward momentum, and the reshuffle of traditional sugar companies has entered the countdown. Some insiders said that the ability to develop innovation and the speed of new product launch determine the life and death of the traditional sugar industry.
Alas, it is said that the rabbit is anxious and bites, is this big white rabbit not in a hurry? It would be a shame if the rabbit's tail really couldn't grow.
(Original author: Lao Yi Kan brand, focusing on brand management and research, has a unique view of brand aging.) Pictures are from the Internet, invasion and deletion)