The latest low-cost marketing campaign, the 1 yuan “Rose Cup” has become a hit, and Mixue and Tianlala are both trying it!

A rose, a cup full of romance. Recently, the rose cup that has exploded in the milk tea circle has been loved by netizens. Based on this, the author of this article interprets and analyzes the romantic marketing strategies and marketing methods of these tea brands. Let's take a look.

The renovation of the milk tea ritual will never stop.

Recently, countless young people have come to milk tea shops with roses and asked the shop assistants to make "rose cups". The number of views of related topics on Douyin has reached 120 million.

Tea brands acted quickly. Mixue Bingcheng and Cha Baidao both had stores following suit, and Tianlala even used fresh flower cups to promote its new April mulberry product.

Let’s learn about the “flower cup” which is low-cost, easy to use and romantic enough!

1. How popular is the 1-yuan "rose cup" in milk tea shops?

The romance that a cup of milk tea can bring is unimaginable.

Following the blind box milk tea and the four-piece milk tea set, a new way of playing "putting romance into the cup" became popular again in April this year. It was called "Frozen Rose" and "Cup Full of Romance" by young people and quickly became popular on Douyin.

The specific operation method is also very simple. A fresh rose, a transparent milk tea cup, add some ice cubes, fill it with purified water, insert the fresh flower, seal it, and the rose cup that looks good and can be posted on social media or placed on the desk for several days is ready.

In many milk tea shops, if you bring your own rose, you only need to pay an additional 1 yuan to get a cup of "frozen rose" .

This simple and just-right romance hits the nail on the head for young people. "Does this require a lot of money? No, it requires a lot of love", "Flowers are never about romance", "You will also give me the first bouquet of flowers of summer, right?"... These texts, which come with a sense of ritual, have been widely circulated on Douyin, Xiaohongshu, and WeChat Moments.

On Douyin, the most-played video of Mixue Bingcheng Rose Cup has received more than 1.43 million likes. The Douyin topics #花卉杯奶茶# and #杯装玫瑰花# have received more than 120 million total views.

Mixue Bingcheng, which has more than 20,000 stores, as well as Tianlala and Cha Baidao, all quickly followed suit and captured the favor of a large number of young people with a simple flower cup.

Many netizens have also started to DIY spontaneously, adding roses to Starbucks and Luckin Coffee cups, covering the cups with lids and placing them on the table, giving themselves a "cup full of romance."

On Xiaohongshu, the "flower cup" is also extremely popular. In addition to first-tier cities such as Beijing and Shanghai, Wuhan, Shenyang, and Liaoning also have it. Even in some county towns, milk tea shops have posted photos of "xx's first flower cup milk tea" .

Xiaohongshu bloggers are planting grass

How should we play the "Flower Cup" that has become popular all over the circle?

2. Tea shops are already enjoying the romantic marketing campaign with the “Rose Cup”

Being the person in charge of a tea beverage brand is probably one of the most tiring jobs in the consumer goods industry, because there are too many hot spots and too many topics, and every wave of traffic cannot be missed.

Because every hot topic is a "new reason for consumers to drink milk tea", every brand should be prepared to take advantage of the hot topics and take in the traffic, thereby driving sales.

After reviewing the "Flower Cup" and "Rose Cup", I summarized several ideas worth learning from:

1. You can get it by adding 1 yuan, sold together with Douyin group purchase coupons

Smart milk tea shop owners will never let the popularity be limited to taking photos and posting on social media.

I saw many stores directly posting strategies on Douyin: consumers can buy any Douyin group purchase coupon and get a cup of "flower cup milk tea " by adding only 1 yuan when they go to the store to redeem it.

However, the guide posted by many Mixue Bingcheng stores is "Buy three cups of lemonade for 9.9 yuan in the group at the lower left corner, go to a nearby flower shop to buy a single rose, and ask the store clerk to seal it when you check out the deal."

Whether you pay an extra dollar to get a rose cup, or bring your own roses to the store to seal the cup, for the tea shop, it brings real purchasing power and actual sales.

2. Directly put the 2 yuan ice rose cup on the shelves, consumers can get it in one step

BLUE BUBBLE, a Shenyang brand, is a brand that uses blue extensively in its stores. After adding the rose cup gameplay, it used blue roses that are similar to the theme color.

In terms of specific operations, they directly put blue ice-extracted rose flower cups on the shelves in stores. Consumers do not need to buy flowers themselves, they only need to spend 2 yuan to get their own "cup of roses" in one step.

On Douyin and Xiaohongshu, the blue iced rose cup's extremely good looks made consumers exclaim "I'm looking forward to it."

3. New marketing campaign directly boosted the popularity of Tianlala’s new products in April

Tianlala, a company that sells fresh fruit tea in the lower-tier markets, has also joined in on this “romantic marketing”, but its approach is more direct.

When promoting new mulberry products, a poster called "The Romance of Black Warrior Mulberries" was directly created. Consumers only need to go to the store and buy the new mulberry products to receive a "flower cup" as a gift.

Consumers who receive the products and flower cups only need to use designated topics, such as #cupflower#, #recordrerofromanticlife#, and post on Xiaohongshu or Douyin to have a chance to receive free coupons again.

This method, on the one hand, attracts new customers to the store through flower cups, and on the other hand, creates momentum for new products through online fission through rose cups. According to the official data released by Tianlala, the sales volume of the mulberry series of new products exceeded 600,000 cups in Anhui Province within 3 days of being launched.

Tian Lala "The Romance of Black Warrior Mulberry"

4. Put milk tea in the bouquet to make it more surprising

On Xiaohongshu, I also found an upgraded way to play.

The young lady holding a large bouquet of flowers suddenly inserted a straw in the middle of the bouquet and started to drink. Compared to walking down the street holding flowers, drinking flowers are more eye-catching.

In fact, the operation is not difficult. When wrapping the bouquet, just wrap the milk tea in the middle. Although it is a little more difficult, the sense of surprise is also increased.

In short, all operations that can bring unexpected surprises to consumers are worthwhile.

5. Romance goes a step further: lipstick cups and mobile phone cups have appeared

Young people with minds full of creativity like new and novel things.

After the rose cup became popular, more creative designs for milk tea cups quickly emerged. Some of them covered the walls of the cup with hundred-dollar bills, and then added roses, which combined bread and love.

Some consumers use opaque paper cups, put their mobile phones, lipsticks, big-name cosmetics, etc. in them, and ask the store clerk to seal them and give them to their girlfriends . The moment the girlfriend pierces the cup with a straw is probably what love looks like.

3. “High-level seeding” is a compulsory course for tea brands this year

Planting grass is a compulsory marketing course that every brand cannot avoid.

From "pressing the issue" to consumers, to "sisters, come on, help me", to "I won't allow you to not own XXX", the sales pitch has been constantly evolving.

As for the way of planting grass, after simple and crude photos and videos that use visual impact to attract consumers, high-level planting grass with emotional value, romance, and even plots has become popular.

Consumers don’t lack a cup of milk tea, but they always need beauty and surprises. At this time, milk tea is a prop, representing romance or personality.

High-level promotion, like this "flower cup", can help consumers express romance in a simple and beautiful way.

In the tea business, what is more important than knowing how to do accounting is knowing how to manage relationships between people.

Give customers a surprise, and they will return the favor. How to plant grass, grow human touch, and create romantic topics is a science that every brand should think about carefully.

Author: Guojun

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.