Ren Huanhong talks about internet celebrity milk tea shops taking advantage of the situation - Hey Tea and Mourning Tea

Thanks to the popularity of young people, Internet celebrity milk tea shops originated from offline entities, and then spread through online networks, low-cost marketing on the Internet, and the active participation and pursuit of users. Just like kitten fishing, after being spread by the media, Internet celebrity stores were born naturally.

"Everyone will have 15 minutes of fame in the future." This famous saying by Andy Howall is often mentioned by netizens, because this is an era where miracles can happen anytime and anywhere.

Just like hi tea and mourning tea.

The founder of Heytea was 21 years old and spent a year debugging the product. But after he felt that he had created a taste that everyone liked, he started to open a tea shop and did a lot. Internet marketing attracted a large number of young people to queue up, resulting in a breakthrough growth. Heytea completely became an Internet celebrity tea, and quickly received financing, becoming a hot item.

The birth of mourning tea is even more absurd.

The success of Mang Tea is based on Hey Tea, which is more like taking advantage of the situation. On the one hand, thanks to Heytea, it has successfully gathered hot spots, and the creative ideas have just caught up with the remaining heat. At the same time, the launch time is very clever. There are only a few days before the "May Day" holiday, and the hot topics on the Internet quickly detonated. Success attracts attention.

In fact, tracing back to its roots, the concept of mourning tea first came from a Weibo post by Weibo user "Yakult Boy Yumei". He wrote on Weibo that he wanted to open a mourning tea opposite Hey Tea. , main features: milk green tea for accomplishing nothing, black tea for doing nothing, green tea for still being single, wanting to die but not having the courage to macchiato, milkshake for having no money for plastic surgery, fruit tea for not being able to lose weight, ex-boyfriend living better as long as possible, milk tea for working overtime until death and no money for coffee, The company only sells juices from female college students who are younger than you. The number depends on your fate. The taste is divided into slightly bitter, medium bitter and very bitter. The store is filled with Dazai Osamu's "Disqualification". The slogan on the cup is "Please do not leave in the store after drinking." suicide".

It was originally a prank on April Fool's Day. Unexpectedly, someone quickly seized the business opportunity. In just 28 days, the mourning tea shop was opened.

Print some negative energy quotes on the product packaging, stand on the opposite side of Heytea, and sell poisonous chicken soup. On the contrary, it gives those young people in big cities, where work is fast-paced, stressful, and full of anxiety, a sense of security and is sought after and welcomed by them.

It can be said that the founder of Sangcha was very sensitive to the opportunities arising from the rise of emerging brands, and at the same time took advantage of the power of marketing to quickly become popular.

So, the Internet is indeed a place where miracles are born. Although marketing methods are extremely important, it must also meet people's demand for freshness and fashion, which is another rigid need. But whether we can survive until the end depends on our focus on products.

This is also what traditional industries need to learn from. ?