In recent days, the co-branding of Heytea in the tea drinking industry has become "popular" again, because Heytea has targeted the "Speechless Bodhisattva" emoji that young people love the most.
On November 28, Heytea and Jingdezhen Chinese Ceramics Museum jointly launched"Buddha Tea Latte".and customized co-branded cups and refrigerator magnets are online.
Although the taste of milk tea is decent, the "Silent Bodhisattva" element attracts consumers to buy it, and it is sought after by many people on the Internet.
This "Speechless Bodhisattva" emoji is actually a sculpture located in the Jingdezhen Museum of Chinese CeramicsMeditate on Arhats, not only did ** become popular, but many netizens rushed to the museum to check in and take pictures offline. Because of the emojis derived from the sculptures, the "Speechless Bodhisattva" is strongly "out of the circle" and swipes the screen on the Internet.
However, the "Speechless Bodhisattva" emoji came out of the circle again, and it couldn't resist the wave of Heytea's joint name, which suffered many criticisms in a blink of an eye. Is it appropriate to put religious elements on the product?
Later, Heytea Company was interviewed by the staff of the Ethnic and Religious Affairs Bureau"Buddha Tea Latte".Taken off the shelves.
The dividends brought by tea co-branding are quite amazing, but for Heytea, it is necessary to establish potential energy while clarifying the boundaries, and inappropriate co-branding is often counterproductive.
Commercial propaganda in the name of religion is prohibited, which is a joint pretextA red line。Challenging the red line, the worst severity could be the endgame of a brand.
Just like last year's Li Ning flight cap incident, it is easy for users to think of the war of that year, which is also a serious challenge to the collective mental red line of the Chinese people. As a result, the market value has evaporated by hundreds of billions of yuan.
Co-branding is a very important marketing tool, and scientific entrepreneurship is indispensable to use this method of mobilizing user cognition. One of the most important steps in Kojima's four-step approach to scientific entrepreneurship is:Build potential: seek it in the potential, ascend and shout.