Whether the product can be recognized by the market needs to be tested by consumers.
In August 2014, feeling that the hottest milk lid tea in the tea industry at that time, as well as the hottest raw material cheese in the entire catering industry, Lin Bin (pseudonym) in his small shop of more than 20 square meters, inspired by the combination of the two, innovatively made a cup of milk lid tea with cheese.
He did not know that the tea market in Shenzhen and Guangdong has risen to a trend of "cheese tea". In a sense, without reference to imitation, he became the inventor of the region's "cheese milk cover tea".
Two years later, when cheese tea became a hot topic in the entire industry and created a number of tea brands. Lin Bin secretly asked himself, why is he also a pioneer, but this wave of industry welfare is patronizing others, not himself?
Such confusion is not only Lin Bin, many people in the industry may inadvertently create a similar or even the same product as a future explosive product in their area, but helpless consumers remember others.
Is it really because others are more able to publicize and rely on marketing eyeballs?
01part ——
Products that attract the attention of consumers
Generally there are "three highs"
Products that can be perceived by consumers and successfully attract their attention often have three characteristics: high value, high cost performance, and high exposure, referred to as "three highs".
01 | High value
Next, close your eyes and think from your mind what tea products you can currently remember and blurt out.
We began to break the generation in 2015 with the milestone of new tea drinking, before that, McDonald's McWhirling, Tea Story's potted milk tea, Starbucks' Star Ice, coco's kumquat lemon, these products only from the appearance, have the characteristics of high value.
In the new tea drinking era, Xicha's cheese tea, Naixue's domineering series, tea face cup and sound oolong, vegetarian Thai tea bottle tea, Tiger Hall's brown sugar pearl, linlee's Thai lemon tea, etc., these brands are adhering to consumer aesthetics to create the perception of appearance, whether in the shape of the product itself or the use of packaging materials.
This is why in recent years, many tea brands have become more popular in the use of transparent/frosted plastic cups, layered and gradual product structures and techniques, because these methods can better show the beauty of drinks. Even if the tea face is used in paper cups, the processing of the cup pattern and text is also striving to be exquisite.
Lin Bin recalled that when he was making "cheese milk cover tea", in order to highlight the grade of his products, he chose a paper cup filled with coffee, which could not show the sense of layering after the separation of milk and tea. And the cup is only printed with the logo, and there is not much special about it.
02 | Cost-effective
Cost-effectiveness requires contrasts.
Some people say that when the average price of those Internet celebrity brands in the entire industry is about 12 yuan, they have exceeded 20 yuan, and they do not have the cost performance. But this depends on the people these influencer brands serve and who their competitors are, which we will elaborate on later in this article.
Let's first look at the price of Lin Bin's "cheese milk cover tea", when his shop was mainly based on conventional products such as bubble tea, and the price was concentrated at about 8 yuan. After the new product came out, the price was 16 yuan, and when the promotion was promoted, buy one and get one free, but once the activity period passed, basically no one cared.
Even if market research has been done during the pushing period, consumer feedback is also good, but when it is later restored to 16 yuan, consumers still feel that it is somewhat expensive, resulting in a decline in sales.
At this time, Lin Bin's "cheese milk cover" does not have a cost performance.
03 | High exposure
We often wonder how many brands or products are known in a short period of time.
Before the WeChat public account and the Little Red Book were popular, they mainly relied on high-density store publicity or bus and subway advertising, and then Weibo.
After 2015, we will find that many food, life public accounts appeared a large number of tea brand product recommendations, this wave of wind has allowed many brands to get focus in a short period of time, more notably, many brands not only long-term exposure, but also in different platforms to push, but also around a certain or several continue to create momentum.
Such a practice makes it constantly recognized by consumers, and behind it is the promotion of high exposure.
In the case of poor sales effect after the launch of his products, Lin Bin gradually let it fade out of the menu and recommendation column, and did not achieve continuous promotion.
The above is only analyzed from the product side, but from the perspective of the brand or store, if a new product wants to be recognized by consumers, it is more necessary to clarify its customer base perception, otherwise it is difficult to touch customers.
02part ——
The two necessary elements of the new product to make a burst
If the new product wants to be explosive, the premise must be based on good taste, high cost performance, high value and so on. However, before doing it, you must find its origin crowd and set it accordingly.
01 | New products need to identify competitors
What we need to emphasize is that the new product referred to here is groundbreaking, a new product that is almost a completely new concept.
When cheese tea appeared, its representative brands have made it clear that their competitors are those stores that use classified raw materials, so they will use single cups of freshly brewed tea, cheese, animal cream display and other techniques to promote customers, so that they can feel their own differences, so as to distinguish themselves from other milk tea shops.
In this case, the consumer will ignore the price of the product. Because in their eyes, they drink different products. This is why many people once thought that milk tea should be cheap, and coffee should be more expensive.
When cheese tea is not equal to milk tea, the price needs to look at how the brand creates an atmosphere or channel to attract consumers. This also forces businesses to find another point.
02 | New products require new consumption scenarios
If it is a new concept of the product, consumers need to perceive its difference, not only the product itself is excellent, but also the cooperation of its consumption scenarios and channels.
In terms of consumer channels, takeaway is a channel. For example, in the early days of establishing the brand, Luckin is a third-space experience that distinguishes it from mature brands in the form of delivery. Thus reducing store costs.
On the one hand, the consumption scene is related to the consumption channel, such as Luckin because of the delivery, this scene has become an office or family-type consumption. The other is the experience scene of going to the store.
In the past, milk tea was mainly taken away, while new tea brands have made a lot of efforts to create space. For example, the glass jar for displaying tea, the all-stainless steel bar, and the concept store of various styles have made consumers perceive the difference of the brand and once again make a distinction from other brands.
The quality and novelty of the product can be recognized by the market does not depend on the self-identification of the enterprise, but needs to be tested by consumers. In this process, how to make these elements perceive by consumers requires brands to carefully study the audience of the product and make corresponding marketing methods.
In the end, it can occupy a certain position in the hearts of customers in the already white-hot market.