Make the brand "red" more lasting

Nannan

Not long ago, the Internet celebrity tea brand "Tea Yan Yue Se" opened at the same time in Nanjing's two stores. The business was very hot. Long lines were lined up before the door of the store, so the local police set up police forces to maintain order. This move once again trigger disputes about the brand's hiring queue and please purchase hype.

Judging from media reports, this is not the first time that "Tea Yan Yue Se" has become the focus of public opinion because of its long line. It has had similar phenomena in Wuhan, Shenzhen, Chongqing and other places when the brand stores opened. From a business perspective, it is a common and effective marketing strategy to promote consumers with hunger marketing methods. This approach can not only arouse consumer attention and discussion, enhance the influence of the brand, stimulate consumers to buy desires, and may even set off a wave of "more difficult to buy". Because of this, hunger marketing has become a trump card that has been repeatedly tried by some merchants.

Maybe someone will ask: Cool Summer Eat for a few hours is only a cup of milk tea, is it worth it? In fact, the market consumption option is diverse. Consumers are willing to pay human and time costs for a cup of milk tea, which is a personal choice. Value and incompetence, varying from person to person. However, the long -term use of hunger marketing means that there are opportunities and risks for merchants. For example, the cool summer day's queuing of the cooler tea for a few hours will not only attract consumers' dissatisfaction, but also give birth to a gray industry chain such as "ox purchasing". All kinds of problems have caused consumers' "vomiting" and doubts, which affects the experience of consumers. For merchants, I am afraid that they are "red" for a while and "red" can not last long, and eventually they have to lose.

From queuing to buy sneakers, dolls, blind boxes, queuing to buy milk tea ... "Net Red" products that appear one after another, merchants seem to be keen on such a routine. This actually pays the cost of damage to consumers and increased social costs, and also overdraw the reputation of the enterprise. Enterprises cannot just look at the heat and profits of the moment. They should be based on a longer -term development, and put consumer needs in the first place. As much as possible to avoid this foam -type marketing method. Only in this way can merchants truly achieve customers' professions, and brands can "red" more lasting.

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