Yuan Zhong Woods' pseudo-Japanese marketing strategy may have made a bad start in the field of consumer goods.
Under the investment boom of consumer goods, the popularity of food and beverage on the Internet has also attracted controversy. This summer, Yuan Mangrove has become a popular online celebrity drink, but its pseudo-Japanese marketing method has made it the target of public criticism.
As a beverage brand, public opinion is angry not that Yuanmian Forest tastes bad or too expensive, but its pseudo-Japanese marketing method.
After the label of Yuan Zhong Forest was unveiled, the business strategy was attacked by public opinion, and even many consumers turned black.
Different from the once very popular coffee brand Ruixing, the discussion of Yuanmian Forest is not good or bad, but a pseudo-Japanese marketing strategy. The core point here is that one of the core competitiveness of Yuanmian Forest is "Japanese".
What makes people even more angry is that the "Japanese-style" beverage label of Yuanmian Forest is a bureau carefully designed by the enterprise.
In order to make consumers more "mistaken" that they are Japanese, Yuanmian Forest not only adopts Japanese style design in packaging and name, but also uses the word Yuanmian, which is commonly used in Japanese, replacing "qi" with "sleep" in Japanese, giving consumers the first impression of Japanese brands.
At the same time, Yuanmian Forest also registered a Japanese branch, giving consumers a second "misleading confirmation" with the familiar "joint-stock company", making consumers more convinced that it is indeed a Japanese brand.
This also led to the unveiling of the pseudo-Japanese label of Yuanmian Forest, which was ridiculed as "self-producer".
What's more, after tasting the sweetness, Tamarix forest is reasoning. In a later milk tea, the image of a Japanese milk tea was designed by two different companies. In a yogurt Beihai ranch, the Japanese LP28 was directly marked as a joint development with Hiroshima University in Japan, and the words "Hokkaido 3. 1" were used on the packaging to "guarantee" that consumers could admit their mistakes at a glance.
Yuanmian Forest once responded that the current Japanese packaging was used because after several product market tests, the sales of packaging products such as Nordic style and American style were not as popular as the current Japanese packaging.
But there is no answer, or a question that leads to it is that this just proves that Yuan Mianlin has increased his chips while knowing that Japan is hot.
The greater the controversy, the more favorable it may be for Yuan Zhongsen and Lin Yue, and the voice of public opinion is pushing it into the field of vision of more people. Just like the overwhelming discussion about Rui Xing, many people are curious.
Just like this, Castanopsis fissa may have a wrong demonstration effect on consumer product innovation.
This pseudo-Japanese marketing method may make many consumer goods start to spend more time on marketing and take shortcuts instead of polishing products.
An example is Lei Jun's speech on the 10th anniversary of Xiaomi, in which a pepper mobile phone imitated Xiaomi's past at the pixel level.
The founder of the original Zanthoxylum bungeanum mobile phone joined Xiaomi in June 5438+ 10 this year and reported to Lu. In internal sharing, Wang Xiaoyan shared her "experience" in learning Xiaomi. Feeling that a mobile phone named Xiaomi could sell so well, Wang Xiaoyan began to learn at the pixel level, and he saw what name could be registered that day. She searched for "pumpkin" and "potato" and finally registered pepper.
Now this can be a joke, but it can be seen that if you just learn marketing skills, the whole industry will be a disaster.
Similarly, if all brands in the consumer field follow the success of Yuan Mianlin, then consumers in China may face that the containers of supermarkets and convenience stores are full of Japanese printed goods and a wide range of fake Korean and European products, and the rise of domestic products will become a farce in international exhibitions.
This example is not without it. Famous products are also pseudo-Japanese. Misleading consumers with Japanese logo and names has also achieved "success" in a certain sense.
However, it is recognized in the industry that channel construction has made great contribution to the rapid development of Yuan Zhong forest. But outside the channel, the concepts of "pseudo-Japanese" packaging and "0 sugar, 0 fat" have been controversial. With the giants entering the field of sugar-free beverages, the market competition is gradually intensifying. In this context, Yuanmian forest has begun to "carry forward with heavy load".
Yuan Qisenlin, a sugar-free beverage brand, is developing wildly. Behind the success theory of Yuanmian forest, Tang Binsen, the godfather, began to appear in people's field of vision.
Tang Binsen, who was born on the Internet, was portrayed as a successful serial entrepreneur. He used his three axes to create a set of product replication theory: the market track should be bigger; Consumer groups should be fine; Advertisements should be held high and high, and the income of 2 billion should dare to come up with1800 million advertisements.
This story is very similar to Shi Yuzhu's giant game. The game made him rich and famous, and the cross-border food was also very successful. The reason is to understand the consumption psychology of consumers or specific groups.
From Tang Binsen's courses, we can also see the path dependence of plagiarism.
Tang Binsen was once called the father of Happy Farm, which was originally a five-minute game. Tang Binsen originally developed a high imitation version of Happy Farm, which is almost identical to Happy Farm in terms of game interface and gameplay. Later, the relationship between the developer of Happy Farm and Thousand Oaks Group broke down in five minutes. Happy farmers put on the skin of Happy Farm and naturally became genuine Happy Farm.
In addition, some media pointed out that Tang Binsen's Zhimingtong developed Supercell's Clash of Tribes, Kabam's Hobbit and War Games.
Since then, Tang Binsen has seen the gap in overseas markets and exported the game overseas, which has gradually achieved great success.
Tang Binsen once mentioned a set of "geo-arbitrage" theory put forward by Alexander Tamas, a former partner of DST, that is, the world can never and will never reach the so-called "flat state", and the so-called successful businessman is who can take the lead in using the information gap to obtain benefits.
In several of Tang Binsen's courses, plagiarism, marketing, getting on the express train in Kaixin.com and emigrating overseas have all brought Tang Binsen the opportunity to harvest the information gap.
This is similar to Sun Zhengyi's time machine theory, but the difference is that a backward region can refer to the time machine theory to judge the industry trend, while regional arbitrage is more like speculation.
This game is also repeated in Yuanmian Forest. The health concept of "0 sugar, 0 fat and 0 calories" is the core selling point of Yuan Zhong Forest. Taking advantage of the prevalence of ACGN culture in China, the pseudo-Japanese design caters to the consumption point of young people in China.
Tang Binsen's Yuanming Forest, in particular, does not predict the domestic consumption trend based on Japan's consumption state, nor does it learn from Japan's product advantages to improve it, but misleads propaganda information to arbitrage.
We know that in the history of the barbaric development of the Internet in China, many excellent thinking modes are regarded as classics, such as rapid iteration and data orientation, but at the same time, many bad phenomena occur frequently, such as plagiarism.
It should be recognized that these are by-products of the ecological prosperity of the Internet and are not worth inheriting and learning.
Tang Binsen, on the other hand, crossed the border from Internet products to consumer products and picked up these bad behaviors for reuse.
The most terrible thing about this is that short-term thinking can often make short-term profits. Tang Binsen's Castanopsis carlesii forest has indeed achieved rapid development in this process.
According to the survey data, Yuan Qi Forest belongs to Yuanqi Forest (Beijing) Food Science and Technology Group Co., Ltd., which was established on 20 16 and has received four financing. According to the publicly disclosed data in 20 191October 3 1 day, investment institutions such as Gao Rong Capital and Black Ant Capital were led to invest 654.38+0.5 billion yuan. After the strategic investment was completed, the valuation of Liguolin reached nearly 4 billion yuan.
For Yuanmian Forest, it has reached a valuation of 400 million yuan only four years after its establishment. Xu, a famous strategic positioning expert and founder of Jiude positioning consulting company, said: "At present, the high valuation of Yuanmian forest mainly comes from two levels. First of all, its sales and profits are relatively high. Yuan Zhong Forest is a dark horse of the new generation of drinks, and it can also be regarded as an online celebrity product. The other is the future development potential. The safer and healthier soda bubble water in Yuanmian Forest is the future development trend, which is favored by the capital market. "
The constant blessing of capital is also a disguised recognition of this behavior. In this way, the blessing of capital, focusing on marketing to create online celebrity explosion products, will make the whole industry fall into the chaos of the Internet.
If we all take shortcuts and emphasize that marketing is better than products, the craze will eventually pass and nothing will change. The field of consumption has become the logic that Internet venture capitalists once occupied the market by marketing and robbed users by capital strength. The market cake is re-divided, so what is the significance of this wave of consumer goods boom?
There are similarities and differences between the consumer goods market and Internet products, but what will never change is that polishing products will always be the foundation.
Is "0 sugar, 0 fat, 0 calories" a consumption trap? Still questionable.
It is worth noting that sugar-free does not mean that the product is really sugar-free. According to the national food safety standard "General Rules for Nutrition Labeling in prepackaged foods", if the food label declares "sugar-free", the sugar content per 100g or 100ml shall not exceed 0.5g ..
Even though Yuan Wah Forest promotes zero sugar, we know that sugar, as an addictive ingredient in human nature, is absolutely anti-human.
The Yellow Sea, with a capital of 30,000 yuan, thinks it is difficult to promote extremely healthy food. Because today's consumers are difficult to serve, they need not only health, but also health and delicious food.
It is difficult to establish both at the same time, so there is a saying that "beer is soaked in medlar".
Of course, Castanopsis fissa is not absolutely "zero sugar", but it provides sweetness by adding sugar substitutes, which will not be absorbed by the human body, and indirectly realizes "zero sugar".
This way, for consumers, on the one hand, they feel delicious, on the other hand, they are relieved that there is no sugar, which is conducive to losing weight.
Is that really the case?
Erythritol, an additive used in Acer negundo, is 60% sweeter than sucrose, but the human body does not absorb this additive and will not produce energy.
It seems that this is a good solution, but there are also hidden dangers.
Sugar substitutes cannot be absorbed by the human body. Some analysts believe that it may lead to a decrease in intestinal probiotics. In addition, the human body may "cheat" by ingesting sugar substitutes and may secrete too much insulin.
Taking aspartame as an example, the harm of sugar substitute to human body was previously considered as "sugar" that diabetics can ingest because it will not be absorbed by human body.
Even so, after 20 years of widespread use of aspartame in the United States, there are controversies that may lead to migraine and brain cancer.
At the same time, it is difficult to determine whether erythritol is really safe. Although it is a high-priced natural sugar substitute, the intake ratio should be within a certain range.
In addition, not only erythritol but also artificial sugar substitutes sucralose and potassium sorbate are used in Yuan Zhong forest soda drinks. Sucralose is 300 times sweeter than sucrose, and potassium sorbate, as a preservative, is not so common because of the upgrading of sterilization and packaging technology of food and beverage.
Therefore, for consumers who choose soda because of "0 sugar", don't be fooled into really drinking the drink as water.