Everyone is paying attention to the 9.9 yuan price war. Is there a brand that has become popular by offering a "9.9 yuan blind drink"?

A tea brand launched the "9.9 Blind Drink" campaign on June 16. This article uses "9.9 Blind Drink" as an example to analyze the elements that a successful blind box marketing campaign should have, mainly close to consumers, innovative forms, and continuous persistence. The data and cases in the article are relatively comprehensive and authoritative, with clear arguments, and are of reference significance for blind box marketing.

This summer, the 9.9 yuan price war has become an unavoidable topic in the beverage industry.

When everyone on the internet was paying attention to how much more they could get at the price of 9.9 yuan, I noticed that a tea brand launched a "9.9 blind drink" activity. By purchasing a blind drink coupon package, you can drink a product that usually costs 18 yuan for as low as 9.9 yuan.

This gameplay stood out as soon as it was launched online and was discovered by netizens, who checked in and posted pictures.

After careful research, I found that the popularity of "9 yuan 9 blind drink" is not just as simple as "blind box" -

1. New way to win the 9.9 yuan drink: drink it blindly

Recently, I saw many netizens checking in for a "9.9 blind drink" event on social platforms, and they were all sharing their experiences of blindly drinking super-value milk tea.

“The 9.9 yuan blind drinking milk tea is so worth it!”

“The third year of blind drinking has finally come!”

I understand that this is the "9.9 Blind Drink" activity launched by Cha Li Yi Shi on June 16, which has been carried out for three consecutive years. Based on the "blind box milk tea", some new actions are made every year.

This year's copy is called "Drink Tea at Will", with a minimum price of 9.9 yuan, and you can drink a drink that is usually worth 18 yuan ; purchase a blind drinking coupon package from June 14th to June 30th, and the coupon package can be used from June 16th to July 16th.

What's so interesting about this activity? I followed netizens to experience it:

For participation in the mini program, there are three types of blind drinking coupon packages: A, B, and C, which correspond to three types of "blind drinking packages" respectively.

Package A - Live a carefree life, priced at 9.9 yuan, with optional coupons including "the courage to quit your job when you say you will" and "the courage to leave when you say you will" , and there are 4 corresponding drinks.

According to the notes posted by netizens on social platforms, the most frequently appearing products are the Misty Rain Oolong tea worth 17 yuan, the Wutong tea and the Yuezhonggui tea worth 18 yuan, which are usually the best-selling products in the store.

It is worth noting that Cha Li Yi Shi used the new product "Shenzhou" as an Easter egg, which was randomly dropped in the 9.9 yuan blind drinking drinks. The drink is worth 17 yuan. According to reports, it is the first time that Cha Li Yi Shi has selected natural orchid-scented Tieguanyin as the base tea, with a rich and long-lasting aroma.

Package B - Pray for wealth, 13.9 yuan. The optional coupon packages include "Go out for a walk and get a windfall" and "Make money lying down and get something for nothing ", corresponding to 4 kinds of drinks. A netizen offered 1L of Good Luck Lemon worth 22 yuan.

Package C-Seeking a romantic partner, priced at 23.9 yuan, includes the optional coupon packages "Bad romantic partner, please withdraw" and "Pure love warriors, please step out", which is a product combination, including the signature Wangzha combination. Judging from the pictures posted by netizens, there is no shortage of the 19-yuan Yuyu Youlan + 22-yuan Xiaomanglu combination.

——In addition to the blind boxes and great value, the copywriting of this wave of activities is also "something special" and completely touches the hearts of young people.

In addition, the cups and cup sleeves used during the event were designed to look like dopamine powder, and the cup bodies were printed with "Buddha's light" and the image of a lying worker.

After all the operations, "drinking blindly + being Buddhist" has gained a strong presence, and many netizens are checking in. On the day of the event, the WeChat index of Cha Li Yi Shi soared.

In addition to sharing their own blind drinking results, some netizens also thoughtfully summarized the "reference answers", which prompted netizens to comment and exchange experiences. From the notes and comments, it can be seen that there are many netizens who have repurchased the "blind drinking package" many times.

There are so many ways to play with blind boxes, why is “blind drinking” so popular?

2. Why does “blind drinking + Buddhism” appeal to young people?

After carefully searching through social media platforms, I found that many netizens checked in and participated in this year's "blind drinking" because of the copywriting.

For example, the first comment on the official WeChat account of Cha Li Yi Shi reads: "I must have a cup of 'The courage to quit when I say I want to quit'. I really can't go through this class anymore."

This generation of young people jokes on the Internet that they are "lying flat and playing rotten", exuding a "Buddhist" attitude towards life. But the actual situation is that "you can't roll up, and you can't lie flat", so you can only find emotional outlets and psychological sustenance.

I noticed that Cha Li Yi Shi consciously put a lot of effort into the "Buddhism" this time. In addition to the package copy and the "Buddhism" image, during the event, drinking milk tea can also "accumulate merit" (that is, accumulate points). From June 16th to July 16th, every time you complete a blind drinking order and check in, you can accumulate a "milk tea merit". If you accumulate 7, you can get an additional "merit ticket". Starting from June 20th, the official will also randomly distribute lucky straw sets.

The main visual is to use the image of a Buddhist and lying-down worker, and to express the voice of young consumers through the option copy. By drinking milk tea, you can accumulate merits and exchange "merit coupons" to make the "Buddhist" attribute more solid... It can be said that the atmosphere of "Buddhist workers" is created from all aspects to establish an emotional connection with consumers. As we all know, the highlight of blind boxes lies in the sense of surprise brought by opening the blind box.

At the "blind drinking" stage, customers order drinks that are higher than the price they paid. For example, for Set A at 9.9 yuan, customers can order drinks worth no less than 16 yuan and up to 18 yuan; for Set B at 13.9 yuan, customers can order drinks worth no less than 17 yuan and up to 22 yuan. This "value for money" blind drinking experience allows consumers to feel the sincerity of the brand.

Use interesting and down-to-earth copywriting to hit the hearts of consumers, make them feel good and surprised during the blind drinking stage, and the combination of "blind drinking + Buddhism" produces the effect of "1+1>2".

Moreover, an activity can only occupy a place in the minds of consumers if it is carried out repeatedly. It can be seen from official channels that the "blind drinking" activity has been carried out for 3 years, and many users have deepened their impression of the brand through the annual "blind drinking".

3. “Blind boxes” will always have an audience, but creating a sense of freshness is the key

In essence, the "blind box economy" is an insight into human nature.

People are naturally interested in unknown things and are naturally eager to "eliminate uncertainty." This is the underlying logic behind the tried and tested blind box method.

The bottom of the Bawang Cha Ji milk tea is torn open. The coffee and tea beverage industry has developed to the present, from the earliest scratch-off tickets to the current "blind drinking" that relies on copywriting and creativity, the "blind box economy" has been played out in various ways.

Some emphasize "spontaneity" and lower the threshold for participation:

For example, CoCo launched a blind bag of milk tea for 9.9 yuan. A row of blind bags were placed in the store, and customers could randomly choose a milk tea bag for only 9.9 yuan, and get any milk tea and surprise peripherals. This blind box experience focuses on casualness and randomness, making the "selection" process easy and lowering the threshold for customers to participate in the event.

Some add "buttons" to strengthen the sense of ritual of opening blind boxes:

DEAR BOX blind box coffee, from the store to the products, is close to the "blind box game machine". The store has only one order window and a machine to display the blind box. After the customer scans the code to place an order, the staff will guide the customer to wait in front of the machine. After the drink is made, the customer taps the button, and the drink and gift will appear in front of them, featuring a game-like scene to create an interesting experience.

Some rely on the "chance of winning a big prize" to get people to open the box and get addicted:

Bawang Cha Ji's blind box cup has a surprise at the bottom of the cup. You have a chance to win a big prize by tearing open the bottom of the cup. The prizes include GUCCI perfume gift boxes, YSL lipsticks, drink coupons, etc. There are no empty prizes, and the value of the prizes attracts consumers.

The recent wave of “blind drinking” popularity also gave me an inspiration - “blind boxes” will always have an audience, but making them recognizable is the key.

Conclusion

The 9.9 yuan price war has brought considerable pressure to brands, but it has also pushed them to be creative in areas other than price. Grasping the psychology of young people and playing with blind boxes in new ways may be a solution.

Author: Shizuko

Source: WeChat public account "Kamen (ID: KamenClub)"

This article is authorized by @咖门 to be published on 運動派. Reproduction without permission is prohibited.

The title image is from Pixabay, based on the CC0 protocol.