1 million cups sold in 10 days, the whole network is promoting the "Gingerbread Man Cup", how did it become popular?

As Christmas approaches, a gingerbread man cup has become a hit on social media platforms. With its cute appearance, this series of products sold 500,000 cups in 3 days of online pre-sale. After the store was launched, it was sold out at one point, and 1 million cups were sold in 10 days. How did the "gingerbread man cup" that has become popular all over the Internet become so popular?

1. The "Gingerbread Man Cup" was popular all over the Internet, and 1 million cups were sold in 10 days

Recently, a gingerbread man cup has appeared frequently on Douyin and Xiaohongshu:

The cup is made in the image of a gingerbread man, with ingredients such as strawberries and cheese added, and paired with a hat and scarf that is full of Christmas atmosphere, the festive atmosphere is captured perfectly.

This "gingerbread man" from 7fentian has surpassed the best-selling mango sago in many stores. What's so special about it?

After searching through hundreds of pieces of content on social platforms, I found that the cute cup shape, warm scarf and hat, the festive atmosphere of Christmas, and the emotions represented by the gingerbread man, "innocence, happiness, and the courage to move forward", made this series of products popular as soon as they were launched.

"Cute enough to make me stamp my feet", "My girlfriend specifically requested this", "The gingerbread man is so awesome" are all frequently seen comments. Some netizens even put colorful beads and flowers in the drink after drinking it, thus starting the road of secondary creation. It is understood that within three days of the product being launched, the number of spontaneous notes and short videos on platforms such as Douyin and Xiaohongshu exceeded 10,000.

How are the sales of the new gingerbread man series that has been popular all over the Internet?

"Before the store went on sale, we pre-sold it on Douyin for three days and sold 500,000 cups. We then took the first place in the industry in terms of sales of single tea products on Douyin," said Li Ting, head of the development center of 7fentian Group.

"100,000 cups were sold out on the first day of the store launch, and we quickly restocked the country. Currently, with limited sales and some stores running out of stock, we have sold 1 million cups in 10 days.

The popularity of 7fentian gingerbread man is not only reflected in the stores. "The number of inquiries to our investment department has increased several times in the past few days. Many people want to join 7fentian because of the gingerbread man ."

How did the 70% sweet gingerbread man become so popular? What lessons can the industry learn from it?

2. Review of the popularity of the 7-point sweet gingerbread man: “emotional value ratio” is becoming more and more important

The rule of "changing the cup will make it popular" has always existed in the beverage industry.

But after an hour of in-depth conversation with Hu Chao, CMO of 7fentian Group, I found that the popularity of the cup is just the appearance of the brand. The real reason is that 7fentian has found its own method of creating explosive products based on the brand genes and spiritual connotations.

Under the guidance of this method, from the Qingshan White Pomelo in October, the Ginseng Super Lemon Tea in November, to the recent Gingerbread Man series, 7fentian’s new products are basically on a rhythm of becoming more and more popular.

1. Redefine a good product: delicious, beautiful, fun, and emotionally resonant

As tea drinks have developed to this day, tasting good and healthy have become consumers' basic demands for products.

In addition to cost-effectiveness, the "emotional-price ratio" is becoming increasingly important. It refers to the ratio of the emotional value of a product to its price , and the degree of match between the brand's values, taste, tone and consumers' interests and aesthetics.

The gingerbread man series of products from 7fentian is a product with a very high “value for money” ratio:

"We have redefined the standard of a good product: tasty, good-looking, fun, and with emotional resonance. Our internal language summed it up in one sentence: 'Let the products with full marketing sense fly.'

The popular gingerbread man series, from the shape of the cup, the choice of scarves and hats, to the addition of straps, are all designed to further enhance the atmosphere of the product. "Hu Chao said.

2. Product development is a top priority project, and the CEO is the first person responsible

In many people's understanding, products are the work of product research and development.

However, the birth of a good product is a large-scale systematic project, which involves market insight, product planning, product development, supply chain, marketing, store operations, etc.

7fentian store decorated with Christmas theme

If product research and development is turned into an assembly line project, with each department only responsible for a part, such as R&D only making products, marketing only taking care of packaging and dissemination, and the supply chain only responsible for procurement, and the work being separated from each other, it will be difficult to form a synergy and create a hit product.

Huang Yilin, CEO of 7fentian Group, is the first person in charge of the product and is responsible for every process of the product's birth, because only the CEO can stand at the height of the overall situation, have greater vision and more resources, and integrate and promote all work in one go.

3. Based on brand personality, products are “targeted”

"We re-examined the brand personality of 7 Sweet, and from among the 12 brand personalities, we chose INNOCENT, hoping to convey a concept of pure happiness to consumers." Hu Chao told me

"Innocence, the first layer of meaning is the ingredients, real ingredients, healthy and high quality. The second layer is the personality characteristics of the brand personality, pure and happy, sincere and simple, which also fits the pure and happy psychology that modern young people pursue when drinking beverages."

This time, the gingerbread man cup is an extension of 7fensweet’s brand personality based on the “innocent” brand.

The gingerbread man symbolizes pure happiness. The emotional value it conveys is in tune with consumers' emotions during the holiday season. It also resonates greatly with everyone's current pressure from the epidemic and their yearning for a better life, so we ultimately chose the idea of ​​the gingerbread man cup.

Marketing is the art of guiding emotions and driving consumers' subconsciousness. It's not just because Christmas is coming and you simply found a cup.

The popularity of the Gingerbread Man series is the result of the combined force of the spirit behind the Gingerbread Man, the 7-Minute Sweet brand personality, and the emotional needs of the public.

4. Get the marketing rhythm right and achieve store conversion in three steps

When a product with a strong atmosphere is ready, how to use marketing as a lever to maximize the potential of the product? This is when a brand's "integrated marketing communication capabilities" are tested.

In this marketing campaign, 7fentian started with online pre-sales, placed offline hard advertisements, created a sales atmosphere in stores, and finally achieved the finishing touch of customer transactions.

The first wave was online pre-sales. Three days before the Gingerbread Man was launched in stores, it was pre-sold on Douyin. 500,000 cups were sold in just three days, making it the sales champion of Douyin's beverage product industry that week.

The second wave was offline promotion . Advertisements for the 7-Minute Sweet Gingerbread Man began to appear on a large scale in high-potential advertising spots such as core business districts and Focus Elevators in cities such as Beijing, Shanghai, and Suzhou.

The third wave is store conversion. When a consumer has seen the product online, watched the advertisement in the elevator, and passed by the store, the large visual display of the gingerbread man, coupled with the appropriate slogan “Berry Trouble”, the lively sales atmosphere, and the price of less than 20 yuan, will make him think, “This product is so popular, I can’t miss it,” and thus vote with his wallet.

2022 is a year in which the industry's growth rate slowed down, the traffic dividend peaked, brand marketing was involuted, and consumer attention was distracted. Every brand in it felt confused and difficult.

In fact, a brand is a container that carries consumers’ cognition, trust and preference. In the current era of internal circulation, there are so many marketing channels, countless KOLs, endless hot spots and novel products. Should we follow these? And how should we follow them?

The popularity of the 7-Minute Sweet Gingerbread Man gave me an inspiration: perhaps all successful marketing starts with knowing yourself.

If a brand cannot recognize itself in terms of its brand genes, then all its frequent marketing actions will be just a passing fad, leaving no trace. After the excitement, the brand will still have nothing left.

Author: Guojun

Source: Public Account: "Kamen" (ID: KamenClub)