Why can the phrase "No Burnt Green" drive millions of banana sales?

In this fast-paced, high-pressure era, social media often sees unexpected trends. This year, bananas unexpectedly became the focus of the Internet. Let's explore the mystery behind this and see what inspiration and enlightenment brands can draw from it.

You might not have expected it, but bananas have become a hot topic on social media this year.

In everyone's cognition, banana is a common fruit, but this time it became popular on the Internet because office workers used bananas as hydroponic green plants.

On the e-commerce platform, searching for keywords such as "hydroponic banana" or "prohibited green banana", you can see that some stores' products have sales of over 10,000, and some stores even have more than 100,000 pieces of hot-selling products.

According to data from an e-commerce platform, the search volume for "banana green" has increased by 70% compared to last week, and the order volume has increased by about 30%, and is still rising.

Why did a bunch of ordinary bananas become so popular? What are the deep-seated reasons behind this? What can brands learn from it?

1. Use "banana worry" to fight "anxiety", and ban banana green is popular

In the office, hydroponic bananas have become a new way for office workers to fight "anxiety". After 7-15 days of hydroponic cultivation, bananas will turn from green to yellow. This process of waiting for maturity is very healing. Hydroponic bananas are both ornamental and edible, adding fun to office workers, becoming the "darling" of the office and popular on major social platforms.

On the one hand, it is driven by curiosity. People are interested in the taste of hydroponic bananas and want to know how they are different from bananas in supermarkets. People who have not participated in hydroponic bananas are curious about the "purification theory of green bananas."

On the other hand, more importantly, this is a common choice of office workers, using "banana green" to fight "anxiety".

In addition to curiosity, there is another important reason for the popularity of hydroponic bananas. It is the hope of office workers to get rid of mental exhaustion. A pot of hydroponic bananas has been used in many ways by office workers. Everyone enjoys the ripe bananas together, which helps to share anxiety and make friends. They can also build a team in the office and eat the bananas, creating a pleasant and interesting office atmosphere. It has become a popular way for office workers to resolve negative emotions.

In addition, netizens have demonstrated extraordinary creativity and discovered more ways of expression with beautiful meanings.

Along with bananas, pineapples are also popular. They are called "dynamic light pineapples" and are actually hydroponic pineapples. There are also similar ones like "berry troubles", "big orange is the most important", "sneak peek in the mango"... These fruits and vegetables have been given new meanings by office workers and have become popular in the market and are deeply loved by the public.

2. The popularity of ordinary fruits and vegetables is due to the emergence of social "emotional value"

From the popularity of the banned banana greens to the new meaning of “serving fruits and vegetables for team building”, what attracts migrant workers? There are three main aspects.

1. Sense of ritual

Anxiety is invisible and intangible. The green plants commonly seen in offices now display "No Banana Green" through work badges and text, which gives workers' inner desire to reject anxiety a concrete expression, brings positive psychological hints of "anxiety dissipating" and waiting for "bananas to turn yellow", and gives them a sense of ritual in the process of rejecting mental internal consumption.

2. Satisfaction

Workers found social and emotional value in hydroponic bananas.

On the one hand, the satisfaction brought by social value. Sharing life is a daily routine for contemporary consumers. Following the trend of growing hydroponic bananas naturally drives people to take photos to show off, which increases the fun of sharing. When you find that many people are also sharing similar information, you will feel that you have found "friends" and are no longer alone.

At the same time, sharing bananas in the office can liven up the atmosphere and serve as a lubricant for workplace relationships.

On the other hand, hydroponic bananas bring multiple emotional values ​​such as self-pleasing, healing, and recognition. In the fast-paced and high-pressure modern life, green hydroponic bananas soothe people's anxiety and give workers the opportunity to communicate with green plants at any time. Choosing hydroponic bananas means choosing to please yourself and heal anxiety, while also winning the recognition of more people and generating multiple emotional values.

3. Sense of participation

Only when users are deeply involved can more effective communication be achieved. Choosing hydroponic bananas is actually a choice of participation by consumers. In the process of bananas changing from "green" to "yellow", workers need to change the water every three days and observe the subtle changes of bananas in their spare time. Finally, they will naturally mature and enjoy the delicious taste, gaining a real sense of presence in the whole change.

3. Can the popularity of “Bu Bu Banana Green” be replicated by other brands?

In marketing, we should pay attention to ever-changing and unexpected things. Facing the ever-changing consumer market, brands should firmly believe in the "power and role of momentum". If there is "momentum", we can follow it; if there is no "momentum", we can create it. Although the popularity of hydroponic bananas is due to unexpected factors such as the right time and place, there are still things worth learning from.

First of all, we must pay attention to user behavior and seize fleeting opportunities.

From a marketing perspective, brands need to pay more attention to emotional value. Whether it is to relieve stress or provide positive guidance, brands need to truly understand consumers' emotions and inner thoughts.

Although on the surface, hydroponic bananas are just a trend-following behavior of consumers, in fact, it is an outlet for workers who are involuntarily in the workplace to vent their emotions. Faced with the change in user behavior habits, brands need to respond in time, after all, opportunities are fleeting.

Secondly, the choice of user touchpoints is particularly important .

User touchpoints are the scenarios and ways in which consumers interact with brands or products. Marketing touchpoints are diverse in themselves, but to establish a closer connection with consumers, make marketing have its own hot spot effect, and achieve self-propagation, it is necessary to carefully plan when selecting marketing touchpoints, focusing on factors such as experience, drive, recognition, personalization, and interactivity.

Author: Qingyun;

Public account: Qingyun Dayao