The last day of the first half of 2021，Nayuki’s 188bet app download is officially listed on the Hong Kong Stock Exchange，The imagination space of the new 188bet app download market has been broadened。

In the past one month since Naixue passed the hearing to its listing，Other 188bet app download brands are also making constant moves: Heytea’s new round of financing is about to be finalized，Its valuation has soared from 16 billion at the beginning of the year to 60 billion yuan。

What’s even more eye-catching is Mixue Bingcheng’s “counterattack” with 188bet app download in the sinking market。

A song "Mixue Ice City Sweet Honey" that lasts only 25 seconds，Causing carnival across the internet overnight。On Douyin，#mixuebingchengtheme song#mixuebingchengsweetness and other related topics have been played more than 2.6 billion times。

Screenshot source: Douyin

In the past 5 years，The domestic ready-made beverage market is undergoing rapid changes。The “Benchmark of the Times” that companies are vying to imitate，Gradually switching from Starbucks to HeyTea、Naixue and other high-end new 188bet app download brands。A new 188bet app download brand that brings inspiration to all walks of life，It’s not just “new” in the wide range of products。

From innovative marketing、Scene shaping to brand positioning，What are the mysteries behind the frequent hits in the new 188bet app download industry？Similar to new 188bet app download drink，Facing contemporary young consumer groups、Exploring new lifestyles and leisure consumption in the cultural tourism industry，What inspirations can you get from it？

Traffic password: What is the new 188bet app download drink marketing?

"I love you and you love me，Mixue Bingcheng is sweet...” 188bet app download past month，No one can escape the "brainwashing curse" of this song with only 17 words。

Since first going online on June 3rd，Mixue Bingcheng’s two versions of the theme song MV have achieved nearly 20 million views on station B。From the American folk song "Oh！The cheerful melody of Susanna、Simple but repetitive lyrics，And the MV scene nicknamed "Five Cents Animation"，Together they form the key to breaking the music 188bet app download circle。

Meanwhile，Relevant secondary content is 188bet app download springing up like mushrooms after a rain。

According to different countries、Different genres, etc.，"Mixue Ice City Sweet Honey" has been adapted into hundreds of versions，The number of views exceeded one million or even as high as 5 million、6 million works abound。Video creators who spontaneously participate in dissemination and secondary creation，has 188bet app download become one of the main forces in this fission marketing that detonated the entire network。

Screenshot source: Station B

Whether its initial popularity was accidental or intentional，Mixue Ice City has attracted enough attention - the theme of hundreds of second-generation works、Different genres，But what remains unchanged is the lyrics containing "Mixue Ice City"，And its 188bet app download brand image "Snow King" launched in 2018。In conjunction with the theme song free order activity launched by many stores across the country，Mixue Bingcheng has initially realized a closed marketing loop from online traffic to offline conversion。

This seemingly low-cost viral marketing，It also made Mixue Bingcheng successfully promoted to the top in the 188bet app download drinking industry in June。Even Nayuki, who successfully listed in Hong Kong，It is inevitably inferior to it in terms of topic popularity。

Mixue Bingcheng’s exit，It seems to once again confirm the law of popularity in the 188bet app download drinking industry - since the "First Year of New 188bet app download Drinking" in 2016，Fancy marketing methods online and offline，has become a tried and tested trump card for various brands (especially mid- to high-end brands)。

At the beginning of the rise of new 188bet app download drinks，The simplest, most direct and effective hunger marketing，Has accompanied many brands from obscurity to “C-position internet celebrity”。

From Heytea’s Phenomenal Queue，Seasonally limited products to Nayuki；The beauty of the 188bet app download before entering the Wuhan market，It is regarded as an expansion method of regional hunger marketing，Even became the engine that helped it transform into Changsha’s “city business card”。

Hunger 188bet app download can indeed strengthen consumers’ curiosity and desire to purchase in a short period of time，To make the brand and its products’ “hot-selling” image deeply rooted in the hearts of the people。But queues and limited editions are not a long-term solution。

Even today when consumer emotions and brand identity are emphasized，The essence of business is still the pursuit of cost and efficiency。And excessive hunger marketing，While lengthening the product sales cycle，It may also consume consumers’ brand loyalty。Therefore，When 188bet app download brands gain a certain market and popularity through hunger marketing，Also tend to quickly say goodbye to this marketing method and seek transformation。

Today，Brand IP and cross-border marketing have become new choices for leading players。More and more new 188bet app download brands，Have mastered "Everything can be co-named"。

Data is displayed，2017 to the first half of 2021，HiTea has carried out cross-border co-branding with 74 brands，Cooperated brands cover catering、Trendy brand clothing、Beauty and Skin Care、Daily necessities、Internet、Mobile games and other industries。

Nayuki, which was launched soon，has also made various attempts in cross-border marketing，Short film from virtual concept、Drink RAP theme song，Go to the virtual message wall、CUP Art Museum and other cross-border art works，Let the IP of "Nayuki's 188bet app download" be spread through diversified methods，Maximize access to consumers。

Screenshot source: "Hitea VS Nayuki，The battle between traffic and scenarios》

In the pan-IP era，The Internet promotes the comprehensive penetration of social media into people's daily life。Fragmented communication weakens the traditional channel 188bet app download effect，Brand 188bet app download places more emphasis on interaction with consumers。And IP naturally has the attributes of emotional connection and strengthening brand image，Not just a content production company，More and more companies、Brands begin to emphasize pan-IP management。

For this reason，Even though it is a 188bet app download brand that does not often cross borders，will also find ways to export its own brand IP。

For example, Mixue Bingcheng uses the theme song to create a "cute IP"，And the previously created "Snow King" blind box figure；Another example is the concept of “new Chinese 188bet app download drinks” that continues to be shaped by the beautiful appearance of 188bet app download.，Both use brand image as an emotional medium to arouse consumer resonance，And use this to continuously export and strengthen brand IP。

The third space: ever-changing scene experience

The new 188bet app download industry is launching a new round of "scene revolution".

All kinds of marketing continue to add to the brand promotion and traffic conversion of new 188bet app download drinks；The ever-changing store style、Diversified consumption scenarios，It is also the finishing touch in the accelerated expansion of 188bet app download shops。

New scenes can also be regarded as one of the marketing rules for new 188bet app download drinks.

Hitea、Nayuki、Lele 188bet app download、Cha Yanyue and others have experienced theme stores becoming popular overnight。Themed 188bet app download drink stores、Differentiated off-site replication，Design concepts that require continuous innovation，And higher scene creation and rental costs，Therefore, it has almost become exclusive to mid-to-high-end 188bet app download brands。

Take Heytea as an example，Expanded from the original single store to a standard store、GO store、LAB store and other store types。Among them，LAB usually consists of Dessert Lab、Ice Making Laboratory、188bet app download Geek Lab、Peripheral laboratories、Five major areas including entertainment laboratory，Can be regarded as one of its attempts to conduct multi-business integrated operations。Also，HiTea also creates pet-friendly、Environmental protection theme、Black gold theme、Ancient style courtyard and many other theme concept stores，Provide different consumption scenarios and experiences。

On store type，Nayuki also developed Nayuki’s 188bet app download、Naixue Winery、Naixue Dream Factory、Four store types of Naixue PRO。In addition to new 188bet app download drinks in Naixue Winery，Also provides a variety of alcoholic beverages，And test the night consumption scene、Extend store business hours；Naixue Dream Factory continues the concept combination of gift shop and wine house，Divided into baking、Steak、Retail、Bar、188bet app download、coffee、15 sections including claw machines。

The same attempt also includes the Lele 188bet app download Fantasy Customized 188bet app download Park covering an area of ​​1,000 square meters，As well as the 188bet app download-colored Yuese "Unique Cave" theme store, etc.。Various differentiated store types and diversified consumption scenarios，On the surface, it has become the key to the “marketing success” of new 188bet app download brands。

And behind it is a similar business to Starbucks - selling "third space"。

American sociologist Ray Oldenburg first proposed the concept of "third space"。He defines “third space” as the public space outside of homes and offices in cities，Like a grocery store 188bet app download city center、Bar、Coffee Shop、Library、City parks, etc.，This type of space puts more emphasis on the social role of consumption places。

This concept was once one 188bet app download core positionings that Starbucks was proud of。

Always，Starbucks is adopting a more stylized approach、Comfortable design，Create a leisure atmosphere that attracts consumers、Social、The third space of work，This is where the public ridicule of the "Starbucks Atmosphere Group" came from。On this basis，Starbucks’ brand culture is becoming increasingly rich，While the price per customer has been increased，Peripheral products are 188bet app download popular。

In the new 188bet app download market where post-90s and post-00s consumers account for nearly 70%，The "worker" atmosphere created by Starbucks is no longer mainstream。

"2020 New 188bet app download Drinks White Paper" display，In the consumption scenarios preferred by new 188bet app download drink consumers，The "Personal Recreation and Entertainment" scene ranks first with 80% share，The remaining preferred scenes are office afternoon 188bet app download、Girlfriends Party、Couple Dating、Consumable during meals, etc.。For the new generation of young consumers，For new 188bet app download drinks, “where to drink” and “how to drink” may be more important than “what to drink”。

Screenshot source: "2020 New 188bet app download Drinks White Paper"

Compare to Starbucks，The consumption scenarios of new 188bet app download drinks are more diversified、Personalization and experience。Simple style、Girl style、Industrial style、Chinese style and other space themes，Superimposed peripheral souvenirs、Claw machine、Light bar、Pet-friendly and other trendy gameplay，It is also easier to focus on satisfying your own consumption、She is economical、Its economic and other different consumer needs，Create a “third space” with a distinctive theme，And establish an emotional connection with consumers。

The more intuitive effect of "third space" may be，A social space that resonates with consumers’ emotions，Will provide customers with a multi-dimensional consumption experience，Expand the brand’s consumption period and scenarios，And invisibly enhance consumer stickiness and loyalty。And longer stay、Higher consumption frequency，It will 188bet app download create the possibility for more cross-selling and peripheral consumption。

New 188bet app download drinks are popular,

How to inspire the transforming cultural 188bet app download industry?

New 188bet app download drinks not only change young people’s 188bet app download drinking needs、Method，It has also become one of the fastest-recovering subcategories in the catering industry after the epidemic。

Data display，Since the epidemic situation improved in March 2020，The new 188bet app download market is the first to usher in "compensatory consumption": the number of 188bet app download orders in the WeChat mini program increased by 744% month-on-month，Much higher than snacks、Dessert、Fast food, etc.；The number of new 188bet app download drink orders on the Ele.me platform also increased five times from January to August 2020。

From detonating the market to recovering from the epidemic，The “hot-selling rules” of the new 188bet app download industry also have certain reference value for the cultural and tourism industry。

Although compared to new 188bet app download consumption，The decision-making process and consumption chain of tourism consumption are longer and more complex，But the two face partially overlapping young mainstream customer groups，We are also facing increasing personalization、Quality、diversification、Refined consumer demand。Therefore，New 188bet app download drinks are constantly creating hot hits、There is still a lot to learn from the process and logic of penetration into consumers。

From the perspective of "marketing myopia" theory，The key to the continued growth of new 188bet app download drinks may lie in:

1. Customer-oriented rather than product-oriented，Focus on the real needs of consumers；

2. Do not narrowly define your industry，Continuously innovate products and services that consumers are willing to buy。

Benchmarking the new 188bet app download industry itself，Its target customer group is the new generation of young consumers。"2020 New 188bet app download Drinks White Paper" display，Consumers born in the 1990s and 2000s account for nearly 70% of the new 188bet app download market。

The consumption characteristics of this generation of young people have too many labels: appearanceism、Punch in and spend、Love the national trend、Emphasis on individuality、Love co-branding、Punk health care、Exquisite and poor...but not difficult to find，The image of the new 188bet app download brand、Product、Marketing、Scenes, etc.，Any element can "hit" at least 1-2 of the above required characteristics。

Accurate consumer insights into new 188bet app download brands，From its clear market positioning and consumer analysis。Ruxitea、Naixue focuses on the mid-to-high-end market，First- and second-tier cities have become its main battlefield for testing new retail waters；Mixue Bingcheng focuses on the sinking market，Offline store layout is still expanding rapidly。

Consumer insights can help brands discover real market needs and consumer preferences，And discover potential market opportunities or develop new brand strategies。Nayuki’s 188bet app download was mentioned in the prospectus，It collects relevant transaction data by building a membership system，To provide more targeted product innovation and marketing data。Some brands can be successfully promoted through hunger marketing in the early stages of expansion，It is also because he knows that his products have sufficient market potential。

At the same time，We can also see，Among the many new 188bet app download brands that are popular nowadays，No one has limited its positioning to the ready-made beverage industry，It is more like locking in the potential consumer market for a new lifestyle。

For example, the cross-border innovative marketing mentioned above，Make two possibly unrelated corporate elements penetrate and merge with each other，Promote complementation and upgrade of user experience，Thus creating a more three-dimensional shape、Diversified brand image。“Crossover” also makes it easier for 188bet app download brands to “break out of the circle”，Escape from the single 188bet app download industry，Towards 188bet app download、The fusion of aesthetics and cutting-edge lifestyle。

Zaruxin 188bet app download drinks target young consumers，Create a satisfying social scene、Experience、The "third space" for check-in and other needs。In fact，Compared to 188bet app download drink stores，Cultural tourism projects may have more possibilities to create a “third space”。

Today’s cultural tourism project creation，No longer follows the traditional “make money” logic of enclosing land in scenic spots and selling tickets。The cultural tourism industry is undergoing profound changes at both the supply and demand ends，Small scale、Fragmented city local tour、Demand for peripheral travel is rising，Forcing the transformation and upgrading of the cultural tourism product supply system，Cultural Business Tourism Project、Immersive experience、Museum、Script killing and other 188bet app download species、Frequent 188bet app download gameplay。

Especially for urban destinations，Consumers for entertainment experience、Social interaction requirements or higher，Their purchase intention and customer stickiness、Stay duration is 188bet app download more relevant，This 188bet app download puts forward higher requirements for the construction of an urban leisure "third space" shared by hosts and guests。

Whether trying innovative marketing、Develop cross-border thinking，Still original or imported IP、Creating innovative scenes，Cultural tourism companies/projects need to align themselves with new 188bet app download brands，Take consumer demand as the starting point and destination of everything，Continue to explore new potential markets and growth opportunities。