The bamboo tube milk tea that has been all the rage on the internet has failed!

Bamboo tube milk tea, which was once very popular among netizens, has now become a thunderbolt item. Why? What experience and lessons can merchants learn from this incident? How should they think about design? Let's take a look at the author's analysis.

I wish the lottery winning rate was as high as the internet celebrity failure rate. -- Netizen

Internet celebrity milk tea has failed again! This time it has gone from being a "traffic password" to a "legal celebrity"!

The blue text on a white background looks like a big problem~

Speaking of which, the bamboo tube milk tea that failed this time is a new internet celebrity in the milk tea industry. It was once all the rage on the Internet and became a standard check-in at popular tourist attractions!

Given this extremely high failure rate, we need to understand what exactly is wrong with this so-called Internet celebrity milk tea?

1. Will the new internet celebrity milk tea revitalize the tourism topic traffic in 2023?

Bamboo tube milk tea, the Japanese website would like to call it the dark horse of the milk tea industry in 2023. Overnight, it became popular all over the Internet and became a hot search!

On the Internet, you may see it at any time, appearing in the most popular attractions in major cities.

In Sanlitun, Beijing:

At West Lake in Hangzhou:

In Suzhou Gardens:

On the Bund in Shanghai:

Or, on the streets of Chengdu:

It is no exaggeration to say that bamboo tube milk tea has almost become a standard feature of tourist attractions in major cities.

In 2023, if the tourist attraction you visit does not have bamboo tube milk tea, it is definitely not a problem with the milk tea, but that the tourist attraction is not popular enough!

At this point, are you as curious as I am : Why did these bamboo tube milk teas become so popular overnight? Who was the first to make bamboo tube milk tea?

It is said that the recognized originator of bamboo tube milk tea is Tea Color Misty Rain, which originated in Suzhou.

The design of Tea Color Misty Rain is almost the same as the appearance of the bamboo tube milk tea that is now sold all over the country: emerald green bamboo tube cup + white sticker + literary city label.

However, as bamboo tube milk tea became more popular, it could not escape the fate of an internet celebrity - being imitated on a large scale.

Old milk tea brands such as Qifendiantian and CoCo have launched their own bamboo tube milk tea series.

Some milk tea brands have come up with new ideas by putting a bamboo rattan cup on the outside of the original milk tea.

A cup of milk tea, two sets of cups, did you do this on purpose or by accident?

Of course, being imitated and copied is not the biggest crisis facing this year's new top milk tea brand - bamboo tube milk tea.

A series of mysterious operations afterwards turned it from a traffic password into a "legal expert"...

2. From "debunking rumors" to "avoiding thunder", bamboo tube milk tea has failed!

What really brought the internet-famous bamboo tube milk tea down from its pedestal was a piece of social news.

Tourist Mr. Zhang took photos of milk tea shop employees cleaning bamboo tubes for secondary recycling in the alleys of Tangqi Ancient Town in Hangzhou.

Looking closer, I saw that many of the bamboo tubes had become moldy.

Afterwards, another netizen posted: Picking up bamboo tubes by the West Lake, earning over 1,000 yuan a day?

The white words on a blue background at the beginning of the article directly prove that there is indeed an unhygienic recycling phenomenon of bamboo tube milk tea.

1. “Refuting rumors” turns into “avoiding thunder”?

Facing all the rumors on the Internet, ChaSeYanYu refuted them: the one doing the recycling is the pirated store, the original owner is fine. If anyone finds that the original store is recycling, they will be rewarded with 100,000 RMB!

Previously, some netizens praised that they could taste the fragrance of bamboo in the tea-colored and misty milk tea.

However, the official response was "amazing": It means it was not cleaned well.

I hit myself? I went straight from refuting rumors to avoiding thunder, it's really funny!

When it comes to the new design - the bamboo tube cup, there are really too many flaws.

2. 30 yuan for a cup?

As we all know, the highlight of bamboo tube milk tea is naturally the bamboo tube cup.

Ordinary milk tea with a lot of cream, because of the bamboo tube cup, the price directly increases from 10 yuan to 30 yuan per cup.

The bamboo tube you paid an extra 20 yuan for eventually ends up in the trash can. (It’s not easy to throw it away.)

Although there are also many witty netizens who have made good use of this bamboo tube.

Make it into a tube for makeup brushes.

The empty cups can be made into flower baskets.

But the problem is that the specifications of the bamboo tube bought for 20 yuan are not stable.

There are certain differences in size and quality.

Even the most basic photography needs.

The “photographic shelf life” of bamboo tube milk tea is also very short, and it can easily become a disaster scene.

3. Hygiene is difficult to ensure

Of course, after all, the biggest problem is still the hygiene issue.

Before she knew it, she had become the real-life version of Taylor Swift.

It is common sense that bamboo tubes, as a natural material, are difficult to preserve and difficult to standardize.

Some netizens also pointed out that the sweetness of milk tea can corrode bamboo and produce harmful substances. (I have doubts about this, can anyone answer this?)

To sum up, the failure of bamboo tube milk tea was expected.

3. Gimmicks alone are not enough, the design must also be "long-term consideration"

Regarding the failure of the internet celebrity bamboo tube milk tea, some netizens believe that it is because the brand is overly dependent on the photo economy.

Indeed, with a milk tea shop every 10 meters today, it has become difficult for milk tea brands to come up with new flavor innovations.

Many brands have turned their attention to the marketing of milk tea cups.

Hand-held buckets of fruit tea were popular for a while because they satisfied the social need of "looking like a wealthy lady going out on the street."

The plastic bag packaging of Thai milk tea was popular for a while because it was very down-to-earth.

But the attention gained through gimmicks is often short-lived. If you really want your brand to be evergreen, you have to consider the design from multiple aspects, such as practicality and aesthetics.

The bamboo tube milk tea that has become the "legal coffee" this time may also serve as a wake-up call for milk tea brands?

(Image material of this article: Xiaohongshu; some images are from the Internet)

Author: Japanese Station

Source: WeChat official account: "Japan Design Station (ID: japandesign)"

Original title: From "traffic password" to "everyone hates it"? The popular bamboo tube milk tea has failed! Netizens: I paid 30 yuan for a package, what a shame!