China Food

Why is it so urgent for the local milk tea to make the tea into Jinling?


“ 
This big play is somewhat “mysterious”.
 ”

Text: Emma Zhang

Source: food daily (ID: food)

This August, Nanjing is very busy.
 
Tea Yan Yuese came all the way from Changsha, her hometown, to Nanjing, Jiangsu Province, and then went on the hot search because of the “fried beef price of 200 yuan per cup”.
 
At the same time, t comma, which is known as the local tea brand in Nanjing, was like a great enemy. It directly opened the fire to the maximum and “opened fire” on the tea face.
 
Source: Sina Weibo
 
They not only use black characters on a red background to “pull banners” to shout about tea Yan’s pleasure, but also use some illogical sentences to accuse their own brands of being scolded for tea Yan’s pleasure, and even ask what tea Yan really depends on with slightly absurd remarks of “protecting (Nanjing) soil”… All kinds of remarks and actions let the outside world observe that they really “want to compete with tea Yan”.
 
But up to now, chayan Yuese has not made any response to Kouma. This business war is more like a one-man play carefully planned by T comma. When two domestic tea brands met in Nanjing, what was the response of consumers to the “quick eye” t comma? What exactly is the origin of this local tea? In the food industry, what is the normal situation of competition in the same category?
 

Chayan settled in Nanjing for a week,
Local tea “can’t sit still”
 
On August 18, two chayan Yuese stores located in Nanjing Jingfeng center and Xinjiekou opened at the same time. On the same day, chayan rushed into the hot search. The hot search lists were bombarded by such entries as “chayan Yuese was sold out five minutes before the store opened”, “chayan Yuese cattle bought a cup for 200 yuan” and “chayan Yuese was closed for half an hour after the store opened”, which caused widespread public opinion.
 
A week has passed, and the tea is still hot. There is a long line outside the store. Faced with the hot scene of consumers snapping up tea, some people have long been unable to sit still.
 
Since August, t comma, which is known as the local tea beverage in Nanjing, has carried out a series of “gunpowder” operations for the tea color. Consumers have also seen such actions as uniting with Yangzi Evening News to solicit articles nationwide, comparing the “100 billion tea drinking battle” with tea Yan Yuese, exchanging tea Yan Yuese empty cups for their own drinks for free, and shouting that tea Yan Yuese should guard Nanjing with the “viral document” on the display screen of the store.
 
Source: Sina Weibo
 
In t comma’s own words, “consumers will ultimately benefit from business competition”. However, such a fighting attitude can really infect local consumers in Nanjing. Will they pay for such T comma? In fact, the situation is not very optimistic. On the major social platforms after August 20, the posts related to t comma are mostly negative.
 
Source: xiaohongshu up main collection
 
Among them, many local netizens said that t comma could not be used as a local tea brand in Nanjing to force the flow of tea Yan Yuese’s opening. On the contrary, such enigmatic operation really makes many Nanjing Netizens feel embarrassed and humiliated, and will also make consumers
After chayan Yuese announced that it had settled in Jinling, shisan tea not only had an official interaction with chayan Yuese on the social platform in the early morning, but also joked that the internal staff wanted to “not queue up to drink chayan”. Moreover, on the day when chayan Yuese settled in, it issued a statement again, emphasizing that shisan tea did not use “Nanjing chayan Yuese” for marketing, and humbly admitted that “we took advantage of chayan, and many people also gave us the first opportunity for Nanjing chayan”. Finally, shisan tea also thanked chayan, It said that “thanks for the excellent tea face, we don’t have any conflict when we drink three teas. This is not a single choice.”. Such a polite and polite attitude has been praised by netizens, “the pattern has been opened” and “generous recognition of the excellence of competitive products will not be disqualified”
 
In contrast, t comma’s attitude is much more radical than that of picking up three teas, and it is indeed normal for local consumers to question and resent it. In the eyes of this generation of netizens, t comma’s big action against tea beauty is regarded as “the first shot of crazy marketing”.
 
Who is t comma of “savage attack”?
 
Compared with other well-known tea brands in China, t comma can only be regarded as a “baby” at best.
 
In September 2021, a company named Nanjing comma Brand Management Co., Ltd. was established. In November of the same year, it obtained a financing of 100 million yuan from angel round. In the same month, the first store of T comma in Nanjing Xinjiekou was officially opened. According to the enterprise investigation information, t comma belongs to Nanjing comma Brand Management Co., Ltd., and the legal representative is Li Nuojin; The financing of 100 million yuan came from Zhejiang daixingqiao Enterprise Management Consulting Co., Ltd., which naturally became the major shareholder of Nanjing comma.
 
It has to be admitted that the ability to raise 100 million yuan in the angel round is enough to attract the attention of the gradually cooling new tea market. However, what is more surprising to the industry is that in just half a year, t comma received another 50 million euros in the second round of financing. This time, the investor is ruwishda from Italy, which is mainly engaged in leather goods, clothing, red wine and other businesses. After two rounds of Lightspeed financing, t comma, which was born in Nanjing, raised about 440 million yuan, with an estimated value of 5 billion yuan. Its strength cannot be underestimated.
 
Image source: tianyancha
 
Ever since t comma came out, it has expressed “love” for the beauty of tea.
 
The founder once introduced himself that the idea of entrepreneurship came from a trip to Changsha. At that time, he was deeply interested in “tea beauty and beauty” and “wenheyou”. After returning to Nanjing, he began to plan to “build a tea brand headquarters in Nanjing and open 400 stores within three years”. As a result, t comma also officially assigned itself the label of “local tea”, and rapidly expanded in Nanjing Xinjiekou.
 
Source: t comma official website
 
From the end of last year to this year, the “intensive” store opening mode of T comma has attracted the attention of almost all consumers passing through Xinjiekou to this fresh fruit tea shop with the “comma” logo. According to media statistics, as of May this year, t comma
From the famous competition between Coca Cola and Pepsi Cola, to the battle between Burger King and McDonald’s, and to the many years of fighting between Mengniu Yili in China, they can all be called legends in the industry.
 

Take Coca Cola and Pepsi Cola for example. On the eve of Halloween in 2013, there was a classic spoof marketing.
 
At that time, Pepsi launched a social media activity to create topics to attract people’s attention to the brand, and joked with Coca Cola: “we wish you a horrible Halloween!” The picture of this advertisement is a Pepsi can in a red cloak, and the cloak is the logo of the Coca Cola brand. Once the idea was launched, it was hotly debated. Even now, it still has some black humor of “unveiling the mask of truth”.
 
Source: Google
 
Subsequently, this advertisement went viral on social media. Within a week, it was shared 24.185 million times on social media, and more than 65 million people participated in the interaction, achieving the desired effect of Pepsi.
 
Although the Coca Cola official did not respond to this, the restless Coca Cola fans turned a Halloween prank into a “heroic idea” overnight. The phrase “everyone wants to be a hero” suggests that consumers wear Coca Cola’s red cloak to become a hero. Finally, this grand Halloween marketing ended in a win-win situation for both brands.
Look at the domestic dairy giants Yili and Mengniu. They often compete with each other in “fairy fights”. The earliest founder of Mengniu left Yili to start a business, that is, under the banner of “learning from Yili”, to become the second dairy in Inner Mongolia. Although there is some suspicion of rubbing against the brand today, the advertising content is still modest and gentle. However, what is funny is that it is said that the billboards of Mengniu were smashed overnight once they were put into operation, but this did not affect the famous scenes of the two male competitors competing for hegemony in the later period.
 
 
Even today, the marketing strategy of “combining two swords” is very common. Between 2019 and 2020, Xicha and chayan Yuese have unexpectedly cooperated for many times, using the two animation IPS of “Axi” and “chayan” to create a classic CP in the domestic and overseas tea industry. In the later stage, they have issued a co branded gift box, which is full of creativity and greatly increases the exposure of both brands. Under the official Weibo at that time, many tea lovers had CP interaction, and tea lovers held hands to enjoy the beauty of tea, which also became a classic marketing case.
 
In fact, it is not surprising that in a world where consumers are increasingly tired of split and mean information, people may prefer friendly and positive marketing images.
 
American scholars have also sampled nearly 4000 consumers and conducted 11 experiments to deeply study consumers’ attitudes towards brand competition. The results show that when a brand praises its competitors, consumers have a more positive attitude towards the brand – and the change of this attitude can be directly reflected in the willingness of consumers to buy the products of the brand.
 
This consumer report finally concluded that when a brand praises its competitors,
Why is it so urgent for the local milk tea to make the tea into Jinling?
 
图源:视觉中国
 
目前来看,虽然T COMMA想要成为“南京版茶颜悦色”的野心令人敬佩,但这两家茶饮品牌在知名度和曝光度的确不在一个量级,前者不免有些碰瓷嫌疑。
 
当然,任何一种营销策略都是品牌方专业团队的选择,这也是品牌方筛选潜在消费群体的一种方式。总有受众会因为情绪上的反感拒绝消费,也总有消费者会因为大力折扣活动而去买单。不论是主打产品质量,还是价格战,很多品牌只把营销精力放在自己的优势上,而不是承认竞争对手的优秀——当他们公开谈论竞争品牌时通常是批评对方,但这样的方式并不是唯一选择。
 

食品品牌良性市场竞争,到底可不可行?
 
其实所谓的商业竞争,在食品饮料行业屡见不鲜。顶级品牌通过公开广告进行正面交锋(单方面不算),往往也会互相激发广告创意,诞生真正的业界营销传奇。
 
从可口可乐和百事可乐之间的著名竞争,到汉堡王和麦当劳之间的汉堡巨头之争,再到国内蒙牛伊利之间的多年交手,都称得上是业界传奇。
 
以可口可乐和百事可乐为例,在2013年的万圣节前夕,就发生过一起经典的恶搞营销。
 
当时百事可乐发起了一场社交媒体活动,制造话题吸引人们对品牌的关注,并拿可口可乐开玩笑:“我们祝你过一个恐怖的万圣节!”这则广告的画面上是一个披着红色斗篷的百事可乐罐,斗篷则引的是可口可乐品牌的标志。创意一经推出就受到了热议,即使放在现在来看,依然带有些“揭开真实面具”的黑色幽默。
 
图源:Google
 
后续,这则广告在社交媒体上疯传,一周内就在社交媒体上获得了24185万次分享,超过6500万人次参与了互动,达到了百事想要的效果。
 
可口可乐官方虽没有对此进行回应,但坐不住的可口可乐粉丝连夜P图,将一场万圣节恶搞变成了“英雄创意”。用一句“每个人想成为英雄”暗示消费者,穿上可口可乐的红色斗篷是为了成为英雄。最后,这场盛大的万圣节营销以两家品牌双赢告终。
再看国内乳品巨头伊利和蒙牛,也经常发生“神仙打架”相互竞争。最早蒙牛的创始人从伊利出走创业,就是打着要“向伊利学习”的旗帜,成为内蒙古乳品第二。虽然放在今天也带有一些蹭品牌的嫌疑,但是广告内容依然是谦逊温和的。不过好笑的是,相传当年蒙牛这些广告牌一经投放,就在一夜之间被砸了个稀烂,但并不影响后期依然诞生了很多双雄争霸的名场面。
 
 
即使放在今天,“双剑合璧”的营销策略也十分常见。在2019年到2020年之间,喜茶和茶颜悦色就出人意料地进行过多次合作,用“阿喜”和“茶颜”两个动漫IP进行联手,打造出国内茶饮界经典CP,并在后期出过联名礼盒,创意十足的同时也极大地了双方品牌的曝光度。在当时的官方微博下方,不少茶饮爱好者进行嗑CP互动,喜茶牵手茶颜悦色,也成为了一场经典的营销案例。
 
事实上,在一个消费者越来越厌倦分裂的、刻薄信息的世界里,人们可能会更喜欢友好、积极的营销形象,这并不奇怪。
 
美国学者还曾抽样近4000名消费者进行了11项试验,去深入研究消费者对品牌竞争方式的态度问题。结果显示,发现当一个品牌赞扬竞争对手时,消费者对该品牌产生了更积极的态度——而这种态度的转变,可以直接反映在消费者购买该品牌产品的意愿上。
 
这篇消费者报告最终得出结论:当一个品牌赞扬它的竞争对手时,消费者会感觉这个品牌更周到,更友好,更值得信赖。这最终也会产生一个良性循环,消费者会为此在社交媒体上与这些品牌的互动更多、点击更多的广告、出现更积极的消费意愿,并对这些品牌的联系感更强,最终也会购买更多这些品牌的产品。
 

结语
 
T COMMA针对茶颜悦色的炮火猛攻,再结合自身的降价优势,或许能够短时间获得大量曝光度打通获客渠道。然而所谓的商业竞争,最终还是以产品和品质才能取胜。更何况,在国内本就以和为贵的文化氛围下,品牌尚未打造出真正实力的情况下,唱独角戏“开战”未免会显得贻笑大方。
 
当然,对于任何食品品牌的营销方案,都没有“四海皆准”的普适法则。每个品牌都必须确定对其独特的品牌和客户来说最有效、最真实的营销手段。
 
而无数商业实践和行业试验也告诉我们——赞扬竞争对手确实可以大大有利于品牌建设,无论是在消费者认知方面,还是在销售底线方面都是如此。品牌方们在“商战”中添加一点积极元素也无妨,毕竟从消费者层面而言,能够更好理解品牌感知和温暖,也是与品牌之间产生连接的一种新颖方式。
 

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