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香飘飘“过如意年”扛鼎春节营销 靠包装迎来开门红

2018-01-18 10:12:59

对于新一年的期许,几乎所有人都希望好运能光顾自己,这种心态这从新年的祝福语和新年礼物上都可窥其痕迹。


最近,香飘飘在电商渠道上线了一款春节定制款奶茶“如意”杯,以8杯装礼盒形式进行售卖,开售当天就迅速受到了年轻群体的追捧,由于是限量发售,更呈现了秒杀和疯抢的状态。如意杯,无疑成为香飘飘争抢春节礼品市场的一匹“黑马”,为其2018年业绩新高迎来开门红。


香飘飘如意杯爆卖,,除去品牌本身的吸引力,我们看到的是释放状态下的春节礼品消费需求,这背后显然有很多的原因。

 

切中了消费升级下的年轻人消费心理,香飘飘的“如意”杯会大卖的基础主要在此。



这里要提到的一个观点便是“消费进级”,具体表现为“乐意为能提高本身生活品质的产品付出”。购买喜好不再以价格区分,而是值得。购买的也不仅是商品本身,还有其带来的附加值。像香飘飘“如意杯”这种带有限定款概念的精美产品,都让消费者非常受用。


其次,出于对“不如意”生活的调侃,当下社会的“丧”文化得到过度的流行和爆发,此时,年轻消费者急需一些正能量的表达,支付宝2018年度关键词被刷屏就很好的说明了这一点。尤其是在春节临近期,在一片火红、喜庆的氛围影响下,人们对美好生活的期待被充分调动起来,而“如意”杯这个概念就正好契合了人们心理的这一特点。


通过“如意”杯的热销,我们也借此看到一个重要信息:馈赠市场正逐步升级,如今送礼送的更是文化内涵以及所要表明的心意。

 

当然,产品本身的吸引力也至关重要。



现在的年轻人不仅对奶茶口味有更高的要求,还个个都是“颜值控”。“如意”杯口味选用最受消费者欢迎的“红豆”。同时,作为为2018特别设计的国风限量款奶茶,据说香飘飘邀请了多家国内顶级的设计团队出创意,光是红豆呈现样式的修改就有30版之多。最终确定以传统“如意”图案为背景(如意,寓意吉祥如意,是人们对幸福生活的祈愿。尤其以灵芝造型为主的如意,成为承载祈福禳安等美好愿望的具体符号),以“中国红”为主色调,重点凸显年味儿。


在颜值的基础之上,同时强调有趣好玩,产生语言的附加值。中国人送东西就爱送个名头,以表示良好的祝愿。这款奶茶杯身上印有的“红豆如意 鸿运当头 ”正好将大如意概念做了接地气的承接。对这款如意杯做下总结,就是一来红豆软糯味道赞,二来杯体正红意境佳,三来名字如意寓意好。


最后,不得不提的是,奶茶的热饮本质更受欢迎,适合送礼招待。

 

来源:电商行业


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        • 37. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 38. middleware::csrf:67
        • 39. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 40. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 41. /vendor/laravel/framework/src/Illuminate/View/Middleware/ShareErrorsFromSession.php:49
        • 42. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 43. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 44. /vendor/laravel/framework/src/Illuminate/Session/Middleware/StartSession.php:63
        • 45. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 46. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 47. /vendor/laravel/framework/src/Illuminate/Cookie/Middleware/AddQueuedCookiesToResponse.php:37
        • 48. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 49. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
      • select `n`.*, `nl`.`title`, `nl`.`cover`, `nl`.`content`, `nl`.`explain`, `nl`.`external_link` from `news` as `n` left join `news_lang` as `nl` on `nl`.`news_id` = `n`.`id` and `nl`.`lang` = 'zh-CN' where `n`.`id` < '85' and `n`.`category_id` = '2' and `nl`.`title` is not null order by `id` desc limit 13.4ms/app/Http/Controllers/IndexController.php:322ecpaklog_db
        Metadata
        Bindings
        • 0. zh-CN
        • 1. 85
        • 2. 2
        Hints
        • Use SELECT * only if you need all columns from table
        Backtrace
        • 13. /app/Http/Controllers/IndexController.php:322
        • 16. /vendor/laravel/framework/src/Illuminate/Routing/ControllerDispatcher.php:45
        • 17. /vendor/laravel/framework/src/Illuminate/Routing/Route.php:212
        • 18. /vendor/laravel/framework/src/Illuminate/Routing/Route.php:169
        • 19. /vendor/laravel/framework/src/Illuminate/Routing/Router.php:645
        • 20. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:30
        • 21. middleware::selectNav:33
        • 22. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 23. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 24. middleware::front:33
        • 25. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 26. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 27. middleware::languages:23
        • 28. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 29. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 30. middleware::OperationLog:77
        • 31. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 32. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 33. middleware::bindings:41
        • 34. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 35. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 36. middleware::csrf:67
        • 37. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 38. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 39. /vendor/laravel/framework/src/Illuminate/View/Middleware/ShareErrorsFromSession.php:49
        • 40. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 41. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 42. /vendor/laravel/framework/src/Illuminate/Session/Middleware/StartSession.php:63
        • 43. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 44. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 45. /vendor/laravel/framework/src/Illuminate/Cookie/Middleware/AddQueuedCookiesToResponse.php:37
        • 46. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 47. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 48. /vendor/laravel/framework/src/Illuminate/Cookie/Middleware/EncryptCookies.php:59
        • 49. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
      • select `n`.*, `nl`.`title`, `nl`.`cover`, `nl`.`content`, `nl`.`explain`, `nl`.`external_link` from `news` as `n` left join `news_lang` as `nl` on `nl`.`news_id` = `n`.`id` and `nl`.`lang` = 'zh-CN' where `n`.`id` > '85' and `n`.`category_id` = '2' and `nl`.`title` is not null limit 14.93ms/app/Http/Controllers/IndexController.php:331ecpaklog_db
        Metadata
        Bindings
        • 0. zh-CN
        • 1. 85
        • 2. 2
        Hints
        • Use SELECT * only if you need all columns from table
        • LIMIT without ORDER BY causes non-deterministic results, depending on the query execution plan
        Backtrace
        • 13. /app/Http/Controllers/IndexController.php:331
        • 16. /vendor/laravel/framework/src/Illuminate/Routing/ControllerDispatcher.php:45
        • 17. /vendor/laravel/framework/src/Illuminate/Routing/Route.php:212
        • 18. /vendor/laravel/framework/src/Illuminate/Routing/Route.php:169
        • 19. /vendor/laravel/framework/src/Illuminate/Routing/Router.php:645
        • 20. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:30
        • 21. middleware::selectNav:33
        • 22. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 23. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 24. middleware::front:33
        • 25. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 26. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 27. middleware::languages:23
        • 28. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 29. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 30. middleware::OperationLog:77
        • 31. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 32. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 33. middleware::bindings:41
        • 34. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 35. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 36. middleware::csrf:67
        • 37. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 38. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 39. /vendor/laravel/framework/src/Illuminate/View/Middleware/ShareErrorsFromSession.php:49
        • 40. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 41. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 42. /vendor/laravel/framework/src/Illuminate/Session/Middleware/StartSession.php:63
        • 43. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 44. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 45. /vendor/laravel/framework/src/Illuminate/Cookie/Middleware/AddQueuedCookiesToResponse.php:37
        • 46. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 47. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 48. /vendor/laravel/framework/src/Illuminate/Cookie/Middleware/EncryptCookies.php:59
        • 49. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
      • select * from `navigation` where `id` = '23' limit 13.2ms/app/Http/Controllers/IndexController.php:333ecpaklog_db
        Metadata
        Bindings
        • 0. 23
        Hints
        • Use SELECT * only if you need all columns from table
        • LIMIT without ORDER BY causes non-deterministic results, depending on the query execution plan
        Backtrace
        • 13. /app/Http/Controllers/IndexController.php:333
        • 16. /vendor/laravel/framework/src/Illuminate/Routing/ControllerDispatcher.php:45
        • 17. /vendor/laravel/framework/src/Illuminate/Routing/Route.php:212
        • 18. /vendor/laravel/framework/src/Illuminate/Routing/Route.php:169
        • 19. /vendor/laravel/framework/src/Illuminate/Routing/Router.php:645
        • 20. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:30
        • 21. middleware::selectNav:33
        • 22. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 23. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 24. middleware::front:33
        • 25. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 26. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 27. middleware::languages:23
        • 28. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 29. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 30. middleware::OperationLog:77
        • 31. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 32. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 33. middleware::bindings:41
        • 34. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 35. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 36. middleware::csrf:67
        • 37. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 38. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 39. /vendor/laravel/framework/src/Illuminate/View/Middleware/ShareErrorsFromSession.php:49
        • 40. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 41. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 42. /vendor/laravel/framework/src/Illuminate/Session/Middleware/StartSession.php:63
        • 43. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 44. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 45. /vendor/laravel/framework/src/Illuminate/Cookie/Middleware/AddQueuedCookiesToResponse.php:37
        • 46. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 47. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 48. /vendor/laravel/framework/src/Illuminate/Cookie/Middleware/EncryptCookies.php:59
        • 49. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
      • select * from `navigation` where `lang` = 'zh-CN' and `footer` = '1' order by `priority` desc9.94ms/app/Table/Navigation.php:53ecpaklog_db
        Metadata
        Bindings
        • 0. zh-CN
        • 1. 1
        Hints
        • Use SELECT * only if you need all columns from table
        Backtrace
        • 12. /app/Table/Navigation.php:53
        • 13. /app/Http/ViewComposers/FooterComposer.php:18
        • 18. /vendor/laravel/framework/src/Illuminate/View/Concerns/ManagesEvents.php:179
        • 19. /vendor/laravel/framework/src/Illuminate/View/View.php:118
        • 20. /vendor/laravel/framework/src/Illuminate/View/View.php:85
        • 21. view::public.base:48
        • 23. /vendor/laravel/framework/src/Illuminate/View/Engines/CompilerEngine.php:59
        • 24. /vendor/laravel/framework/src/Illuminate/View/View.php:137
        • 25. /vendor/laravel/framework/src/Illuminate/View/View.php:120
        • 26. /vendor/laravel/framework/src/Illuminate/View/View.php:85
        • 27. view::news_details:58
        • 29. /vendor/laravel/framework/src/Illuminate/View/Engines/CompilerEngine.php:59
        • 30. /vendor/laravel/framework/src/Illuminate/View/View.php:137
        • 31. /vendor/laravel/framework/src/Illuminate/View/View.php:120
        • 32. /vendor/laravel/framework/src/Illuminate/View/View.php:85
        • 33. /vendor/laravel/framework/src/Illuminate/Http/Response.php:39
        • 34. /vendor/symfony/http-foundation/Response.php:199
        • 35. /vendor/laravel/framework/src/Illuminate/Routing/Router.php:711
        • 36. /vendor/laravel/framework/src/Illuminate/Routing/Router.php:685
        • 37. /vendor/laravel/framework/src/Illuminate/Routing/Router.php:645
        • 38. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:30
        • 39. middleware::selectNav:33
        • 40. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 41. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 42. middleware::front:33
        • 43. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 44. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 45. middleware::languages:23
        • 46. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        • 47. /vendor/laravel/framework/src/Illuminate/Routing/Pipeline.php:53
        • 48. middleware::OperationLog:77
        • 49. /vendor/laravel/framework/src/Illuminate/Pipeline/Pipeline.php:149
        visit
        array:2 [ "name" => "Guest" "user" => array:1 [ "guest" => true ] ]
        expo
        array:2 [ "name" => "Guest" "user" => array:1 [ "guest" => true ] ]
        admin
        array:2 [ "name" => "Guest" "user" => array:1 [ "guest" => true ] ]
          _token
          7kFe8rr2w4PzBCQcGDLYfwWbPUSBwy7GNIjj1XEo
          _previous
          array:1 [ "url" => "https://ipfmexpo.com/press/detail/85/23" ]
          PHPDEBUGBAR_STACK_DATA
          []
          format
          html
          content_type
          text/html; charset=UTF-8
          status_text
          OK
          status_code
          200
          request_query
          []
          request_request
          []
          request_headers
          array:17 [ "priority" => array:1 [ 0 => "u=0, i" ] "accept-encoding" => array:1 [ 0 =>...
          request_server
          array:42 [ "USER" => "www" "HOME" => "/home/www" "HTTP_PRIORITY" => "u=0, i" "HTTP_ACCEPT_EN...
          request_cookies
          []
          response_headers
          array:5 [ "cache-control" => array:1 [ 0 => "no-cache, private" ] "date" => array:1 [ ...
          path_info
          /press/detail/85/23
          session_attributes
          array:3 [ "_token" => "7kFe8rr2w4PzBCQcGDLYfwWbPUSBwy7GNIjj1XEo" "_previous" => array:1 [ "u...