These young people are really good at playing!
the epidemic can't stop them from drinking cocktails! Convenience store bartending is on fire in an unexpected way!
Xiaohongshushou convenience store mixed drinks, showing 38+ notes; Tik Tok swiped the screen and bilibili exploded. These young people's online gathering places are now full of the flavor of "mixing wine"
A simple combination of A+B, a product that is not exquisite in appearance and not amazing enough in taste, how can it capture the hearts of young people? What kind of inspiration can the explosion of convenience store bartending bring to diners?
this simple and rude happiness,
comes fierce and fierce!
the product logic of convenience store bartending is very simple, that is, a bottle of base wine and n combinations of drinks, coffee, ice cream, etc. Open a mouth on the beverage package, then put a bottle of mini base wine in it, shake it and shake it, and a bottle of convenience store wine mixing will be completed.
The most versatile
Lemon tea has the highest appearance rate in the drying list of convenience store bartending, and it is a brand-new combination with whisky, jagermeister, vodka and other base wines. The freshness of lemon collides with the stimulation of wine in the mouth, and "Lemon Tea+"is considered as the most infallible convenience store bartending drink in taste.
It's best to watch
Some netizens are not satisfied with opening their mouths directly on soft drinks. They change the packaging for convenience store bartending, and an ice glass makes bartending instantly UP. For example, the combination of sparkling water such as ice cup+Sprite and Yuanqi Forest+grape ice/cherry blossom ice+base wine is not lost in professional bartending.
The most unexpected
The creativity of netizens is more than you can imagine. In addition to the basic models such as lemon tea, Sprite, Coke, coffee and ice cream, netizens with wide brains have turned their eyes to soft drinks such as milk, Yakult, Want Want and Herbal Tea, and added base wines such as Jiang Xiaobai and RIO, and each convenience store has a "high-pressure" name. For example, the mixing of chrysanthemum tea and ballantine whiskey is called Centennial Chrysanthemum Cool; Vita lemon tea+whisky is called Gemini Man; Tea π+absolute vodka is possessed by Kublai Khan at that moment; Coke+Chivas Regal is called the one-second courage of Fat House ...
These unexpected cocktail combinations are full of creativity; Taste depends on fate.
It seems to be "self-deprecating"
In fact, it coincides with the trend
Obviously, for the convenience store to mix wine, the happiness of young people comes not only from the satisfaction of taste buds, but also from the creativity itself with a sense of participation, and a more secure, free and convenient way of drinking without being disturbed.
does the popularity of bartending in convenience stores just fit the "happiness of young people"? Actually, it is not. In addition to a happy sense of participation, it also coincides with the economic trend.
1. Arriving at home
The epidemic situation gave birth to a new term called digital epidemic prevention. Behind the digital epidemic prevention, the home economy based on the combination of online and offline has risen rapidly.
The blurred lights, the fancy techniques of bartenders, and the hidden urban stories. The unique scenes in the bar make drinking a little wine a special sense of ceremony, but young people never want to limit the sense of ceremony to a single scene. Then, when convenience store bartending brings bartending to the convenience store where you can buy and drink, and to the home with more "play space", young people are obviously very happy to see such a change.
In fact, bartending in convenience stores is not a new thing, and it is nothing new to buy homemade cocktails with raw materials in convenience stores (supermarkets). In the post-epidemic era, when people began to keep a restrained social distance, drinking cocktails at home became a trend.
2, a person's small wine
A person drinking in a bar is called drinking; Drinking alone at home is called relaxing your nerves!
most modern people have a * * * nature, eager to talk and vent, but they love being alone very much; Longing for socializing, but not wanting to be disturbed frequently, so the lonely economy rises. Carrying a bag of drinks and base wine, removing makeup at home, dimming the lights, turning on the projection, shrinking on the sofa, a cup of homemade mixed wine and several stacks of snacks, this is the real relaxing scene.
Convenience store bartending, participation and getting rid of "forced social interaction" solitude all enrich a person's happiness of drinking, which allows people to vent their emotions while enjoying the present, which caters to the psychological demands of young people who are pursuing "one must live a delicate life".
3. Slight tipsy
Contemporary young people don't mix and persuade alcohol. They love drinking but don't drink too much. Slight tipsy with a little restraint, rationality and a little high spirits is the most beautiful state of drinking. "Slightly tipsy" has become a trend.
in 219, tmall teamed up with hennessy, martini and other liquor brands to play "slightly drunk at the right time", which set off a craze at that time. Nowadays, the popular alcoholic beverages are actually aimed at the "slightly drunk" experience of young people. For example, Jiang Xiaobai launched the fruit cube joint milk dish; Starbucks selection. A variety of alcoholic products are sold in the wine shop; Yuanqi Forest introduced Yuanqi Liquor; Tea head brands Xi Tea and Naixue Tea are also exploring the small wine market ... wine+milk tea, wine+beverage, wine+coffee are entering the scene of young people's drunkenness.
It is said that traditional liquor brands don't understand young people. In fact, young people are the first to give up the drinking style of liquor, which is highly spicy and easy to get drunk, which is not the drinking experience that young people want. Nowadays, young people tend to be slow, gentle and sometimes have a fun drinking experience.
From "fun" to "delicious"
Convenience store bartending is still "young"
Convenience store bartending is in full swing! Online e-commerce quickly followed up, searching for convenience store wines on the e-commerce platform, and everything was available. Convenience store bartending is currently in the "new product bonus period", and a large number of young people with novel plans have propped up its numerous teas. Behind the prosperity, whether it is a bubble or a trend remains to be verified.
it is not difficult to see from the drying list of a large number of netizens that many netizens are still in the stage of "playing", and regard bartending as a novel game to complete a "ritual feeling" of pulling weeds, punching cards and planting grass. However, in the drying list of most netizens, the process of mixing wine is like a process of stepping on thunder, but "it's all luck to drink well"; Comments such as "smell it and go to the top" do not affect their interest in trial and error at all, and even regard it as a pleasure. The "curiosity" of this young people can't be underestimated.
But "curiosity" belongs to "transient" psychology in consumption psychology. When curiosity is satisfied, secondary consumption needs to be attracted by the product itself. Without the gorgeous scene and sense of ceremony of bar cocktails, and without the culture and stable taste of other alcoholic products, convenience store bartending is really "young" and the product structure is imperfect and unstable, but it is undeniable that it has great room for growth.
On the convenience store bartending
I saw another phenomenal marketing
The explosion of convenience store bartending made us familiar. The first cup of milk tea in autumn, happy fat house water ... Behind these novel concepts, there is a phenomenal marketing. The source of the popularity of convenience store bartending is that Xiaohongshu and his family opened a limited-time flash bar in shanghai new world called "bartending creation camp", where customers can experience convenience store bartending on the spot. Subsequently, some online e-commerce, convenience stores, and liquor brands quickly followed up, and convenience stores successfully broke the circle!
what will we gain from sorting out these phenomenal marketing cases again?
1. Aim at "the happiness of young people"
From happy fat house water to convenience store wine mixing, all of them aim at the happiness of young people! In fact, it is a little superficial to say "happiness". They are aiming at the attitude of young people towards life. At this point, the new tea is well done. The endless product gameplay, the brand concept that directly hits the heart, and the smart and convenient consumption scenes have made new tea drinks popular among young people.
Fashion, trendy, cool play, wisdom ... these are not enough to describe young people's attitude towards life. Young people's attitude towards life is dynamic and changing at any time. Therefore, fashionable brands are always "innovating" and "iterating", because being abandoned by young people means being abandoned by the future.
2. From following the trend to making the trend
Making the trend is an advanced game in marketing. Xiaomi and Xicha create queues by queuing; Jiang Xiaobai initiated the trend of young people drinking liquor ... They created phenomenal brands with phenomenal events. Not every brand has the ability to create trends, so learning to follow trends is also a skill. After convenience store bartending became popular, watching online e-commerce selling hot, the slow offline convenience stores and supermarkets don't know if there is a trace of annoyance.
From the interesting and participatory gameplay to the viral spread of gameplay, from adapting to the current industry trend to catering to the attitude of young people, the process of convenience stores becoming popular once again proves that it is never easy to do business for young people!
This generation of young people have their own life rhythm and experience. They are by no means superficial cool, playful or even rebellious. On the contrary, they have independent thoughts and unique views. Only when the brand is truly integrated with them can they possibly enter their hearts. Otherwise, no matter how gorgeous the expression is, it can only be a self-satisfaction of the brand; Brands that can "play" are good at "group hi" with young people.