Why are Mang Tea’s black tea of ??inaction, fruit tea with no wage increase, smoothie for working overtime every day, milk tea such as You Are Ugly Not Just Because You Are Fat, so popular?

Recently, the "Hi Tea" shop in Shanghai has become popular online. It is said that you can't buy milk tea in this milk tea shop without queuing for an hour. The business is incredibly hot. But unexpectedly, a "mourning tea" appeared on the Internet. What is going on?

Mourning Tea

During the outbreak of the queuing economy, Internet celebrity gourmet restaurants became popular. You have to queue for N hours to eat a youth group meal or drink a cup of milk tea. I heard that there is an Internet celebrity milk tea called Hey Tea, and you have to queue for more than 6 hours to buy a cup. Some netizens suggested that Qingming Festival is coming soon, and Heytea is already out of tune with the festive atmosphere. It is better to open a new milk tea shop opposite Heytea and create the first popular Internet celebrity milk tea during the Qingming holiday in 2017. It is called "Sang Tea" ".

What does "Mourning Tea" mean?

In the "Mourning Tea" store, it can be said that it is full of negative energy. Even the decorative paintings hanging on the wall are all kinds of crying and depressed faces. The slogan of the "Mourning Tea" store is "a cup of negative energy every day", which is weird and funny.

The list of milk teas is full of negative energy, such as mediocre black tea, fruit tea with no salary increase, smoothies for working overtime every day, milk tea that you are ugly not just because you are fat, latte with which your ex-boyfriend lives better than you... …It’s really sad.

Where is the mourning tea

The mourning tea

So, where is the mourning tea shop? I heard it is located in the most prosperous place in Shanghai with the largest flow of people. There are places like Huaihai Road, Lujiazui, People’s Square, Xujiahui, Wujiaochang, and Qinghai Concession.

"Mourning" is the transformation of "Happiness", which has the feeling of teasing, complaining, and quarreling. This is a form of anti-chicken soup that young people like privately. They leave their serious work behind and "Mourning" makes young people feel happy. People are more comfortable and at ease, and the popularity of the Internet has helped young people release their negative energy.

The most important keywords behind the birth of "mourning culture" are: young people and the Internet. Not only Internet brands, but traditional brands that are more conservative than Internet brands are trying Internet-style marketing. In fact, they are trying to satisfy and capture the young people market and do an "anti-chicken soup" type of communication. It seems that these brands are becoming more and more popular. The popularity of the brand that draws back the attention of young people. Of course, their approach may still be more conservative. For example, UCC chose to link up with #neenergy#, which has a certain degree of popularity. In addition to taking advantage of the situation, they may also be evaluating this as an "outrageous one" that "the error rate will not be too high." "Decided to implement after marketing.

“Mourning culture” is a phenomenon. Brands can interpret the psychology of consumers to develop marketing activities that cater to young people. However, this phenomenon is only temporary. If you want the brand to develop sustainably, return to the product. Core brand building may be more important than catering to temporary needs.