With over 5 million cups sold, why is Nayuki Super Bucket so popular?

The popularity of the super-large fruit bucket has attracted many netizens to check in. What is the purpose of Nayuki's Tea continuing to develop super-large buckets? This article briefly describes the relevant content and hopes it will be helpful to you.

New tea drinks are undoubtedly one of the hot categories in recent years. Their large market capacity, high user attention, diverse marketing methods and popularity with capital make new tea drink brands particularly eye-catching.

Recently, the 2.2L limited edition super-large barrel "霸气超长桶瓜" launched by Nayuki became popular on Xiaohongshu, attracting many netizens to check in at the store, helping the brand's products become a hit.

As soon as the new product was launched online, it received rave reviews. Many people said, "It looks delicious", "I kneel down to Nayuki", "Nayuki understands summer", "I kind of want to drink it", etc., which indirectly proved that Nayuki's new tea product is really popular.

In fact, this is not the first time that Nayuki's Tea has launched a super-large barrel of beverages. As early as 2020, the brand launched the "Baqi One Barrel" product, and the transformation of new tea products from cups to barrels has successfully achieved conceptual popularity. In 2022, after the launch of Nayuki's Tea's "Baqi One Barrel of Melons", it quickly became the top 3 store, with sales of over 5 million cups. This year, Nayuki's Tea also created the "Baqi One Barrel of Peach", a hit product with 1 million sales. In addition, the "Baqi One Barrel" series also launched the new product "Baqi One Barrel of Raw Coconut Pineapple", and its sales exceeded 1 million cups in just a few days.

What is the purpose of Nayuki's Tea's continued development of super-large barrels?

For marketers, behind every hot phenomenon, there is a marketing method worth studying. The positioning of new tea brands, product taste, packaging, store decoration style and many other factors determine that the target audience is young consumers with purchasing power. For brands with highly consistent target audiences, what are the lessons worth learning from Nayuki's Tea's continued deep cultivation of super-large barrels?

1. Create new social currency for brands and exert communication effects

The formation of brand social currency is not just the result of packaging, but it also stimulates social communication through multi-level synergy.

1. Big enough to attract attention

First of all, the brand launched a series of super-large packaging products, which successfully attracted the attention of users with high appearance and large packaging. It is an indisputable fact that attention is scarce in this era. For brands, if they want to avoid being forgotten by consumers, they need to constantly create topics and hot spots to attract users' attention before they have a chance to talk about traffic conversion.

Nayuki's Tea continues to launch "super-large barrel series" products, which are visually eye-catching enough. For example, the "domineering super-large barrel melon" is a 2.2L limited super-large barrel, which uses watermelon and water chestnut cubes. The color of the product is eye-catching enough, and the super-large bottle shape makes Nayuki's Tea 2.2L a trendy product that has been screened on social media.

2. Use seasonal fresh fruits to create products and highlight the functional value of the products

Secondly, the brand considers how to turn attention into initial traffic for its own accumulation. In addition to the packaging barrel being eye-catching, another factor is that the brand uses seasonal fresh fruit watermelon as the raw material of the product, which tastes better and is more refreshing, showing the functional value of the product, thereby converting the user's attention into a driving force for product purchase.

In this way, Nayuki's Tea has established an emotional connection between the brand and users through its products, fully aroused the enthusiasm of users, and thus maximized the efficacy of the products and enhanced the brand's influence. At the same time, the brand's launch of the 2.2L super-large barrel has also broken the public's imagination and strengthened its momentum. Its unique and exaggerated packaging can easily bring a sense of surprise to consumers, and then turn the target audience of the product into a disseminator of brand marketing, achieving a wider range of discussions and bringing more traffic to the brand.

3. Grasp the emotional value of users and increase the scope of communication

As limited-edition super-large barrels continue to appear on social media, they bring a steady stream of traffic to the brand, and can also continue to attract more consumers to join the ranks of showing off their "big barrels". The internal factor that drives users to continue to post pictures is the inherent ability of social currency. From the high appearance of the product itself to the massive user communication, coupled with continuous cultivation and continuous launch of new products, all have successfully stimulated the social attributes of the brand, making the product "endorsing" the brand and becoming more popular. Coupled with the drive of human weakness, users who like to show off their lifestyles continue to do so, allowing social currency to play its maximum effect.

2. Small profits but quick turnover, using high-frequency consumption to improve efficiency

No one can refuse a cost-effective product, especially those born after 1995 who are willing to pay for what they love.

1. Create a more cost-effective experience with a sense of luxury and stimulate impulse purchases

Good quality and low price can motivate consumers to continue to consume. With the title of the new tea brand Nayuki's Tea, mass-market products no longer represent low-end and cheaper products, but have transformed into high-cost-effective, high-value, and high-end products. High quality and high-value products will naturally make those who love to pay for their passions eager to buy, while affordable prices will reduce the cost for those who like to show off their lifestyles, and naturally increase the frequency of consumer consumption, thereby driving curve growth.

2. Seize the current hot spots and dig deeper into consumer needs for brands

After outdoor activities such as parties, City Walks, camping, and travel became popular, many brands realized that users need functional products to cool down and quench their thirst during summer travel.

For those consumers who seek novelty, large bottles of drinking water can meet their needs, but they are slightly less personalized and fashionable. New tea drink brands are popular among young people because they understand young people better and are more fashionable. As practitioners of personalized consumption, the super-large barrel products launched by the brand can naturally attract more early adopters.

By deepening the guidance of information channels such as social media and WeChat Moments, as well as the role of the social attributes of products, the super-large barrel products launched by the brand will have the ability to penetrate into a broader market, and can also tap into a larger consumer market for the brand through mass-market packaging.

3. Use lower prices to penetrate the lower-tier markets

At the same time, large barrels are also a weapon for brands to penetrate the sinking market. In recent years, the competition for the sinking market has never stopped. Brands such as Lelecha and Heytea have launched their own large-volume products. As a brand that continues to sell mass-market products in the new consumer market, it wants to pry open and penetrate the sinking market with high cost-effectiveness, more cost-effective shopping experience and more stylish products. The "high quality and low price" product model is the magic weapon for brands to find business opportunities in the sinking market.

Some people believe that the biggest obstacle to entering the sinking market is not price, but in Mr. Bingfa's view, high cost performance is only the key for brands to open up the sinking market. If brands want to continue to expand their influence and seize the purchasing power of the sinking market, they must also work hard on the brand's soft power.

For new tea brands, the brands focus on market demand and polish their products, and they maintain product standardization because they need to reduce operating costs. When product quality is guaranteed but cannot be personalized, brands should insist on: product standardization and service personalization in their fight for the sinking market. It should be noted that users will sooner or later become tired of fancy marketing tactics. The only way for brands to stimulate users' purchasing power and help them gain a foothold in the sinking market and achieve the goal of continuous gold mining is to continuously develop products. This is the long-term strategy for brand management.

Final Thoughts

Obviously, the brand's launch of super-large barrels can attract attention through visual impact, ensure quality through fresh ingredients, and find consumer power across circles and in-depth sinking markets. In the final analysis, all the actions of the brand are for the purpose of double volume, which is also the integration of brand and effect that contemporary brands expect. With the blessing of traffic and sales, the brand will naturally usher in sustainable development.

Author: Mr. Bingfa, Source: WeChat public account "Marketing Bingfa (ID: lanhaiyingxiao)"