Why does the slogan of "a cup of negative energy every day" in "Funeral Tea" shop attract many young people?

Recently, the "Hi Tea" shop in Shanghai became popular on the Internet. It is said that if you buy milk tea in this milk tea shop, you won't get it without waiting in line for an hour, and the business is extremely hot. But what I didn't expect was that there was a "tea funeral" on the Internet. What happened?

Mourning tea

In the outbreak season of queuing economy, online celebrity food stores are on fire. You have to wait in line for n hours to eat a green ball and drink a cup of milk tea. I heard that there is a celebrity milk tea called Xicha on the Internet, and it takes more than 6 hours to queue up for a cup. Some netizens think that Tomb-Sweeping Day is coming, and Xi tea is out of tune with the festive atmosphere. It's better to open a new tea shop opposite Xi Tea, and create the first explosion of online celebrity milk tea during the Qingming holiday on 20 17, which is called "funeral tea".

What does mourning tea mean?

In the "funeral tea" shop, it can be said that it is full of negative energy, and even the decorative paintings hanging on the wall are all kinds of crying and depressed faces. The slogan of "Funeral Tea" shop is "a cup of negative energy every day", which is wonderful and funny.

The milk tea list is bursting with negative energy, such as mediocre black tea, fruit tea that doesn't raise wages, and smoothies that work overtime every day. You are ugly not only because milk tea is fat, but also because your ex-boyfriend's latte is better than you ... It's really sad.

Where is the funeral tea?

Mourning tea

So, where is the tea shop? I heard it was opened in the most prosperous and crowded place in Shanghai. Huaihai Road, Lujiazui, People's Square, Xujiahui, Wujiaochang and Qing Concession all have them.

"Mourning" is the transformation of "happiness", which has the feeling of teasing, spitting and embarrassment. It is a form of anti-chicken soup that young people like privately, leaving serious work. "Mourning" makes young people more comfortable, and the popularity of the Internet helps young people release negative energy to the extreme.

The most important keywords behind the birth of "mourning culture" are: young people and the Internet. Not only Internet brands, but also traditional brands that are more conservative than Internet brands. In fact, trying Internet marketing is to satisfy and seize the market of young people and spread "anti-chicken soup". It seems that these brands are increasingly eager to bring back the sight of young people. Of course, their approach may still be conservative. For example, UCC chooses to establish contact with #neenergy#, which has a certain degree of communication. In addition to following the trend, it may be decided to implement it after evaluating that this is a kind of "out of line" and "low error rate" marketing.

"Cultural loss" is a phenomenon, and brands can do marketing activities to cater to young people by reading consumers' psychology, but this phenomenon is only temporary. Returning to the essence of products and building core brands may be more important than catering to temporary needs.