How long can the routine of tea Yanyue color be hot?

Hello everyone, I am a news commentator Yin Wu.

Under the Internet economy format, there are "routine loans" in the financial market, and there are "routines" in the consumer market. The sales scenario of the opening of the new store of Chayueyue make people feel like a "routine".

The core routine of the so -called online celebrity drink new store is to first use the pervasion of the online social media to make the madness, and then the shortage of shortage in the market due to hunger marketing due to hunger marketing. In this way, it has created hotspots on the field of public opinion, attracted enough attention, and in the potential consumer group, the appetite of desire was hung up.

It can be said that Tea Yanyue may be killed to the market with such a routine and siege all the way. On August 18th, Chayue Yuese opened in the two new stores in Nanjing. Milk tea was still familiar, and the sales scenario was still the old set of roads.

The reporter saw at a store in Chayueyue Nanjing Xinjiekou. 5 minutes before the official opening of the store at 9 am, the shop had been sold out of the notice. The customers who stayed at the scene showed dissatisfaction. The guardrails that maintained order were dedicated by the crowd, and there was even a dispute of manual feet at the scene.

The store has no goods to sell, but the ox is selling on the side. There are 180 yuan a cup of transaction, some called 200 yuan a cup, and the ox shouting. If you do n’t buy it, it will rise to 300 yuan a cup. It is said that some people lined up at 4 am, and some people said that there were posts that hired people to line up online. It is not clear that these oxen came by themselves, or some people organized.

Tea Yanyue's shop rolled out of Zhang. This scene appeared, and it was not once or twice. It also appeared elsewhere, and it has become a routine.

"The new store is open, the scene is chaotic", "ox is rampant, and sells high prices". Although this is a bunch of negative information labels, it can attract attention. Not only did they rush to the hot search list, but also made many media reports from self -evidence. Some netizens said that this is more cost -effective than spending money.

Under the marketing model of modern social media blessings, online celebrity brands and consumers are no longer a simple relationship of buying and selling, but to establish a new type of social relationship model between consumers and Internet celebrity brands. In this model, the consumption of the Internet celebrity brand is no longer because it first has material characteristics, but because it has become a symbol, it is a personalized fashion consumption symbol. Internet celebrity symbols. Internet celebrities. Brand merchants in the market symbol difference system.

If there is no violation of the current market -related regulations, we are not easy to say about tea and pleasing color, and we can only remind the operator of the Internet celebrity brand in good faith. Fast money.

In reality, we also see that some Internet celebrity products are like a flash, and largely because of eagerness to earn fast money, creating a sensational effect, ignoring the consumers' true consumption experience, leading to long -term maintenance of operations. Therefore, it is necessary to stand steadily and go far in the market, or it still depends on integrity.

Shooting: Chen King Kong Ding Yu (Internship)

Editing: Weng Sijia (Internship)

Edit: Wang Yanan

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