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ugly is also a traffic password to please young people.
To deliver the beautiful beverage industry, we may think about 2022: how to rely on “Ugliness” to do business?
Some time ago, Taobao held the second “ugly thing competition”. What made it ugly was the smiling orange headgear and face leather mask, which became popular.
Discussing “Ugliness” and buying “Ugliness” have become the hobbies of young people.
In the new year, can the beverage industry use “ugly things” to find a traffic password to please young people?
“Ugly thing” is becoming a business
In 2022, what can drinks rely on? I’ll bet on the ugly thing.
Do a little research first: have you seen the annual “ugly thing competition” on Taobao?
There’s always one ugly to you
Those “ugly things” that will make you laugh at a glance came into the house and were applauded by more than 5 million viewers under the magnesium light. Many businesses specializing in “ugly things” made a lot of money.
There are real cases around me. Since the little cousin after 95 was planted with grass by ugly things at station B, face leather masks, Brazilian turtle socks and octopus hats have become the most in fashion items and social currency in her mind.
I also found a cafe that also held a two-day “ugly things exchange market” in the store.
The customers of the store not only actively participated, but also made a good deal. “In the past two days, nearly 50 ugly things have been exchanged successfully.” He Dandan, the manager of qunqing cafe, said.
At qunqing cafe, customers actively participate in the “ugly thing exchange”
With the help of “ugly things”, qunqing Cafe not only has an emotional link with customers, but also makes the intersection between customers with “similar ugly taste” and completes the social mission of a cafe.
In fact, “unconventional aesthetics” has been local low fire for many times in the beverage industry.
For example, a few days ago reported that millions of black latte fans were recommended by bloggers and became popular in Shanghai. What is the “black latte” in the end?
cement fruit fishing
And cafes remembered for their “old and small” stores, such as Hangzhou Shaxian coffee.
Sometimes, beautiful things are the same, but “ugly” things are one in a million.
A simple video of “green head fish drinking” can be used to shake tiktok, and Taobao sales reach 10 thousand +. Behind the excitement, beauty and ugliness are flowing, and “fun” is eternal.
After the second ugly thing award ceremony was launched in station B, the video was played by 4.59 million, nearly 30000 bullet screens and more than 5000 comments. There were more people discussing, “ugly” has also become a business.
“Ugly thing competition” award-winning works, online hot orange headgear
The east wind of this “ugly thing” will certainly blow into the beverage industry this year. Why do you say so?
Why do young people love “ugly things”?
Seriously, it makes young people a little tired of aesthetics.
Take the beverage industry. In order to make a drink more beautiful, hardworking and brave drinkers have opened their brain holes to the sky from color to shape, from packaging to small materials.
But when you open the little red book, you will find that the same product shape and the same online Red punch in photos have made a large number of young people start “anti planting grass”. They prefer to see the flawed truth rather than the perfect fake.
The broken circle of “ugly things” is not accidental. A few years ago, coconut juice of coconut tree brand was popular all over the network by “word design packaging”, which has become an unsolved mystery in the design industry.
Over the past year, people have become more and more enthusiastic about “Ugliness”, whether in the entertainment industry, short video platforms or social networking sites.
Douban’s “ugly thing protection group” is an example. Nearly 220000 young people gathered in this group and enjoyed sharing the “ugly things” found in their lives.
“Ugly thing Protection Association”
In essence, what people love is not “Ugliness” itself, but a kind of deconstruction, which is the digestion of seriousness by young people.
In the past, young people liked to be high and cold, pursued being forced, instinctively wanted to distinguish themselves from the “ugly” of the public, and the brand also made a lot of beautiful content.
But today, young people hate the posture of being high above others more and more. When you are on the altar, I must pull you down. Those who are willing to take the initiative can win favor.
As Douban’s “ugly thing protection group” declared: “we can find its shining and lovely side from ugly things.”
Do business for young people, step on the beverage industry at the forefront of the trend (the style of writing can’t help being ugly), and don’t miss the fleeting “ugly business”.
How does the beverage industry rely on “Ugliness”?
When more young people gather their “ugly things” to share happiness, “ugly things” contain business opportunities. To grasp the business opportunities of “ugly things”, we may have these ideas:
1. Have the courage to go against the Convention and break the stereotype of aesthetics
A drink must be a high-grade cup or a heart-shaped cup stopper? Plus an outrageously beautiful cup cover and handbag?
Around the cafe, if the packaging is exquisite enough to be reluctant to dismantle and the products are so beautiful that they can only be “supplied”?
Last year, the book also burned fairy grass to make a clown duck milk green and a clown duck expression bag. Now this expression bag is still used frequently by fans.
For beverage brands, there is no difference between good and bad strategies, only whether they are suitable or not. Ugliness is not a problem at all. Whether it can be sold or not is the problem.
Will the first drink in 2022 break the circle because of the “Ugliness” of breaking the inner volume and bursting out of creativity?
2. Be ugly enough to be grounded, but not grounded
Many brands seem to smell a glimmer of business opportunities and start to use their imagination on ugliness, but they inadvertently exert too much force, such as the I love you series bag of a Li family.
The catering industry is not backward at all. Toilet coffee, toilet Bento, Baba cake… These “really can’t eat” rollover scenes make netizens joke that they can be grounded, but not grounded.
There’s a good saying: at the ugly thing competition, you think they’re just giving awards for ugly things? No, they are praising the creativity behind it.
For example, this “face mask” is not a trace of humor under the epidemic
Creativity is not necessarily beautiful, but it must bring fun to people.
3. Be ugly with connotation, not a carnival
Judging ugliness is never new.
As “deep burning” said in the report: yesterday’s popular is “funeral”, today’s popular is “ugly”, and the rebellious spirit can easily become the traffic password.
Through the lively appearance, what ugliness can leave and convey is the most critical. What brands and enterprises should adhere to is to explore the marketing value of “ugly things” in their own spiritual connotation, rather than indulging in the carnival brought by ugly marketing.
Businesses should be good at excavating the value behind “ugly things”
The public also needs to identify which are malicious offenses and which are expressions of goodwill. Beauty and ugliness are flowing, and finally the story has to return to “truth”.
In today’s beverage circle that generally pursues beauty, it’s also good to occasionally have several brands that love “judging ugliness”.
If the “selfie ceiling” looks too much, the neck will be sour, and consumers occasionally want to look down at the “selfie floor tile”.
Beauty and ugliness are one and two sides. The more you think about ugliness, the less rigid and unique the aesthetic standard of drinks will become.
Author: monarch; Source: Kamen club, reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246); for the sixth consecutive year, foodaily released the annual business hot spot of the food industry – exploring the development law of categories from 200000 new products around the world, studying the changes of global consumption, studying the changes of new consumers and consumption demand in combination with in-depth insight into the Chinese market, and exploring the new value brought by the two new consumption drivers of technological reconstruction and brand popularity, Focus on the prospective discovery of category cracks / innovative products, so as to help new consumer entrants anchor market segments and category fission opportunities, and provide inspiration and decision-making reference for product innovation in the next year. (click the picture to view the detailed introduction) related reading
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