Yuan Qi Breakfast 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 as 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 we choose between eating well and not getting 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 most of the sugar-free products on the market at that time were old-fashioned products of some established manufacturers, under the influence of pursuing novel consumer demand, Yuan Qi Forest, a new brand, combined the health concept of "0 sugar, 0 fat and 0 calories" with soda bubble water phase and quickly became the new favorite of consumers.

Of course, the concept of "sugar-free equals health" itself has always been an over-advertised existence, because although sugar-free drinks themselves may be sugar-free, they will not cause obesity, but the sweeteners used in them may cause the brain to continue to be excited, which 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 "personal 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 obesity". However, 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 in the face.

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 said that "drinking is not fat", which has involved false propaganda, thus uncovering the inside story of Yuan Qi Forest. According to the data, although Yuan Qi Forest indicates "0 sucrose" in its advertisement, fructose and sucrose are actually industrial refined sugars. Excessive intake of sugar will lead to common liver damage, and sugar also contains a certain amount of calories, which is very easy to lead to weight gain. Moreover, as long as dairy products are included, lactose must exist as a sugar containing calories.

The Measures for the Supervision and Administration of Food Labels issued by China's General Administration of Market Supervision has clearly stipulated that words and meanings such as "zero addition" and "excluding" cannot exist in food labels. Obviously, the advertisements and labels of Yuan Qi Forest violate relevant regulations, and zero sugar is just a cover.

At the same time, some experts pointed out that although sugar substitutes do have a certain inhibitory effect on heat supply, they do not produce heat or have little heat, so there is no problem in promoting "zero sugar". In Yuan Qi forest-dominated bubble aquatic products, the main source of carbohydrates is also calorie-free erythritol, but the intake of a large amount 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 and obesity in its publicity, making consumers think that "drinking is not fat", which 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 induction and publicity have basically become a reality.

It must be clear that even though most people pursue a healthy life at present, health itself does not prevent obesity by drinking drinks and not eating sugar, and obesity does not mean that it can be stopped by drinking drinks. 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. Maintaining internal balance and moderate exercise are necessary ways to keep healthy.

Apologize from Yuan Qi Forest.

Obviously, in the face of public opinion crisis, the choice of vitality forest is very simple and direct, but its effect remains to be seen. Because on a certain level, young consumers' enthusiasm for some products is very persistent but fragile at the same time. Once something is caught in a public opinion crisis and solved, it is an "instinct" for consumers to stay away from and quickly turn their guns. If the follow-up 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?

This change is not without effort. However, 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 in the future. It can also be seen from the comments on related products that many consumers actually bought related products from Yuan Qi Forest as substitutes for "drinking fat" and "sugar-free" milk tea, which means that buyers of related products are extremely sensitive to fat, and many consumers are induced except some loyal fans.

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