Yuan Qi forest drink slogan slogan

In recent years, people's pursuit of health has led to the emergence of some "new concept drinks", the most prominent of which is "dynamic forest"

However, just when this pipe was out of control, this enterprise, which was widely sought after by young people, had a crisis of trust because the "0 sugar" in its main milk tea product did not exist at all.

Sugar-free market in Yuan Qi forest

If you choose between eating well and not being fat, "I want both" may be the truest psychological portrayal of contemporary young people, and Yuan Qi Forest is undoubtedly one of the fastest ways to find and enter the market. Because the sugar-free products on the market at that time were mostly the old products of some established manufacturers, under the influence of pursuing novel consumer demand, the new brand Yuan Qi Forest combined the health concept of "0 sugar, 0 fat and 0 calories" with the sparkling water phase, which quickly became the new favorite of consumers.

Of course, the concept of "sugar-free equals health" itself has always been an over-hyped existence, because although sugar-free drinks themselves may be sugar-free, they will not lead to obesity, but the sweeteners used in them may lead to continuous excitement in the brain and may cause greater demand for sugar substances, especially high-calorie substances. In fact, most sweet drinks are sugar-free, which is stimulated by sweetness itself. Therefore, under this influence, it cannot be completely said that drinking sugar-free drinks is healthy.

The highest valuation of Yuan Qi Forest is 6 billion yuan.

Since entering the market, Yuan Qi Forest's "personalized design" and "health concept" focusing on young people have won the favor of many people. They have not only obtained considerable capital financing, but also continuously expanded their product lines, moving from simple bubble water to more fields. At present, Yuan Qi Woods has reached a high valuation of $6 billion after a new round of financing. As a new enterprise, this growth rate is undoubtedly the envy of the whole industry.

After the introduction of milk tea in Yuan Qi Forest, many young people once again regarded it as the main substitute for milk tea because of its basically unchanged taste and the slogan "Milk tea is not afraid of being fat". However, both public information and advertising tips in Yuan Qi Forest show that there are crystalline fructose and lactose in milk tea products, which is equivalent to slapping yourself.

The inside story of Yuan Qi Forest was uncovered.

On June 5438+ 10 this year, some netizens posted that lactose and crystalline fructose are also a kind of sugar, but the marketing propaganda that "drinking them will not make you fat" has already involved false propaganda, thus uncovering the inside story of Yuan Qi Forest. According to the data, although Yuan Qi Forest indicated "0 sucrose" in its advertisement, fructose and sucrose are actually industrial refined sugars. Excessive sugar intake causes common liver damage, but also contains a certain amount of calories, which is likely to lead to weight gain. And as long as dairy products are included, lactose must exist as a calorie-containing sugar.

The Measures for the Supervision and Administration of Food Labels issued by China's General Administration of Market Supervision has clearly stipulated that there can be no words and meanings such as "zero addition" and "excluding" in food labels. Obviously, the advertisements and labels of Yuan Qi Forest have violated relevant regulations, and zero sugar is just a cover.

At the same time, some experts pointed out that although sugar substitute does have a certain inhibitory effect on heat supply, it does not produce heat or has little heat, so the promotion of "zero sugar" is no problem. In Yuan Qi forest-based bubble aquatic products, the main source of carbohydrates is erythritol without calories, but the intake of a large number of sugar substitutes may also lead to some risks of interfering with energy metabolism, and people may still get fat after drinking it.

In addition, Yuan Qi Forest directly links sugar-free with obesity in its propaganda, making consumers think that "drinking is not fat" has always been regarded as a kind of misleading consumption by the industry, and the relevant marketing copy also emphasizes the "harm" of sucrose, so that disguised propaganda basically becomes a reality.

It must be clear that even though most people pursue a healthy life at present, health itself cannot prevent obesity by drinking drinks without eating sugar, and obesity does not mean that drinking drinks can stop. Many people even go to small clinics for liposuction to lose weight. These are actually over-touting some marketing concepts, and fat itself is the most important protective measure for the human body. Keeping the balance in the body and exercising moderately are the necessary ways to keep healthy.

Apologize from Yuan Qi Forest.

Obviously, in the face of public opinion crisis, the choice of dynamic forest is very simple and direct, but the effect it brings remains to be seen. Because on a certain level, young consumers' enthusiasm for some products is very persistent but also very fragile. Once something falls into a crisis of public opinion and the dust settles, it is an "instinct" for consumers to stay away from and quickly turn their guns. If the subsequent management of Yuan Qi Forest is not satisfactory, I am afraid it will be difficult to survive this crisis.

What will happen in the future?

Such a change is not without efforts. But neither the letter of apology nor 20 yuan's compensation is very important in the eyes of many consumers, and many even directly indicated that they would not buy it in the future. It can also be seen from the comments on related products that many consumers actually buy related products from Yuan Qi Forest as substitutes for "drinking fat" and "sugar-free" milk tea, which shows that buyers of related products are extremely sensitive to fat, and many consumers are induced besides some loyal fans.

What makes people feel even more risky is that Yuan Qi Forest regards advertising marketing as an important part of brand development at present, but it does not invest much in R&D. The relevant person in charge has previously said that it will gradually increase the attention of products to R&D in the future. However, under the current crisis of confidence, the dynamic forest, which has just tasted the success of financing, will probably face more severe challenges.