Why are clocks hated by so many people?

Finishing | E Business School (Effective EMBA Group)

On June 17, Zhong was punished for false propaganda two years ago, and was turned out and boarded a hot search. On July 2nd, due to media reports, Zhong put it at room temperature of 3 1 degree/hour. The customer service said that he added a small amount of carrageenan and boarded the hot search again. Up to now, the topic # Zhong in Weibo staying at room temperature of 3 1 degree for one hour # has attracted more than 192 media reports, 73,000 discussions and more than 990 million readings.

In Zhong's official live broadcast room, more than 10,000 people poured in at the peak, asking questions to Zhong in succession. After three days of fermentation, although there are only a few hundred or even dozens of people online in Zhong's live broadcast room, there are still many doubts. It is observed that in the live broadcast room, netizens questioned two questions, one is why it doesn't melt, and the other is why it is so expensive to sell.

Although, Zhong Anchor tried to clarify in the live broadcast room, I hope netizens will be rational. However, the questioning voice of netizens has never stopped. Recently, another video of a netizen lighting Zhong Xuezhong's Gao Xue cake with a lighter, which is suspected to be unburned, has once again triggered a new wave of discussion and concern among netizens. It seems that Zhong Zhen has offended young people, and it may be a bit difficult to reduce the heat of public opinion in a short time.

The clock's mistake lies in the wrong channel.

According to official website Zhong, this product made its debut on May 20th, 20 18. Tmall flagship store has more than 2.6 million fans and accumulated 400 million visits to the store. In 2020, the number of ice cream shops exceeded 48 million. In the four years of product marketing, Zhong has never encountered such a big voice of doubt. Why did you offend so many people almost overnight today? What did the clock do wrong?

The answer is actually very simple. Then the clock is going the wrong way.

Why didn't Zhong turn over before? Because before that, their main sales channel was online, and most consumers who bought their products came from planting grass. They know their own brand and have psychological expectations for the high price of their products. Now, as Zhong spreads the goods to major convenience stores and even some couples' shops, the problem arises.

Recently, many people should often hear the hot word "ice cream assassin", which is a buzzword among online celebrities. It means expensive ice cream.

Why an assassin? Because these high-priced ice creams now appear in convenience stores and grocery stores, mixed with some ordinary ice creams, there is no price tag. When consumers take them out of the freezer, they will only find them when they pay. It turns out that a seemingly ordinary ice cream actually sells for ten or even dozens of dollars. It feels like being stabbed.

Recently, in some community convenience stores, JD.COM convenience stores, ordinary tobacco and alcohol supermarkets and other convenience stores, it was found that the ice cream sold by ordinary tobacco and alcohol supermarkets and convenience stores was not clearly marked. Among them, the price ceiling, the price of a velvet cocoa milk chocolate ice cream is as high as 18 yuan, and the lowest price ice cream in the freezer is Zhongjie freezing point waxy rose ice cream, which is only 36 times that of 0.5 yuan.

The prices of other products are basically concentrated between 3- 10 yuan. For example, the well-known high-priced ice cream brand Menglong has different tastes, but the price range is basically between 9- 10 yuan.

In other words, consumers who buy ice cream in community convenience stores and consumers who buy ice cream in Tmall stores are actually two completely different consumer groups.

The former buys ice cream in summer more as convenience food, so it pays more attention to the cost performance of goods; Consumers who buy Chinese ice cream in Zhongtian Cat flagship store or live broadcast room pay more attention to its social attributes, especially those who have no sense of satisfaction and superiority.

Based on the different consumption purposes and brand cognition, the two consumer groups will have completely different consumption experiences and feedback after spending a lot of money.

For the first time, consumers who bought in convenience stores with the idea of early adopters didn't know about the products and brands in China, but when the price of ice cream exceeded their previous cognition and common sense, but was hindered by face-to-face payment, that unpleasant consumption experience would naturally turn into hostility to China brands, and they thought they had been "stabbed".

It's not that people can't accept expensive ice cream. As a real ice cream ceiling, Haagen-Dazs has entered the China market for many years, and its price is even much higher than that in China, but it has never been called an "ice cream assassin".

The reason is also very simple. Haagen-Dazs never puts ordinary ice cream in the freezer. Supermarkets have special freezers and online flagship stores. But through self-built channels and obvious display to screen their own consumer groups.

Enlightenment of Zhong's "Rollover"

These years can be described as the period when new consumer brands broke out among network celebrities. With the help of the previous traffic style and the methodology of domestic brand building, many new consumer brands have become so-called online celebrity products in a short time and become famous in one fell swoop.

In fact, as a young consumer brand, it is seriously absent from classes in products, supply chains and channels, and this lesson will be made up sooner or later. Zhong's "rollover" can at least give two warnings to other new consumer brands:

First, not all consumer brands are suitable for omni-channel. Many new consumer brands started online, and with the help of e-commerce and live traffic dividends, sales soared in a short period of time, thus gaining the favor of capital. With the blessing of capital, in order to further expand market share, some consumer brands have expanded their sales channels from online to offline. In this process, some problems that were neglected in the past gradually emerged. For example, some beverage brands have fierce competition in offline channels and low Mao Lijiao, which leads to the problem of low company valuation; For example, if the channel classification and stratification are not done well, consumers will be greatly disgusted because of the channel dislocation.

Second, high cost performance is always king. In fact, in this public opinion, except that ice cream does not melt, netizens actually have no more questions about the taste of ice cream itself. On the one hand, most consumers may not have really bought the products on the market. On the other hand, it also proves that Zhong's products taste good.

In fact, what consumers criticize most about clocks is the high price. This is because consumers are more worried that they can't afford to win, because the appearance of high-priced ice cream like China has driven the overall price increase of ice cream products, thus pushing up their consumption cost.

Especially in the current economic downturn, young people's wallets are not rich, and the emergence of high-priced ice cream is undoubtedly "worse." Seeing that the right to eat ice cream in summer will be deprived, it is no wonder that young people in the live broadcast room are so popular.

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