Hey tea "Buddha Joy".Joint paymentInterviewsOff the shelves, Buddhist marketing touched a religious taboo
Recently, there is no need to say how popular the Heytea "Foxi" co-branded model is, and its out-of-the-circle degree is no less than the "Sauce Latte" co-branded model cooperated by Heytea and Moutai not long ago.
But judging from the results, the fate of the two is very different, the former was interviewed, and then rectified and removed from the shelves;The latter successfully completed the joint journey, leaving the outside world with a "long aftertaste".
cpCo-branding would have been a good thing,A lot of the timeRightCollaborationThere are bonuses on both sidesJudging from Heytea's several joint names, we can easily come to a similar conclusion. However, this collaboration is a little different. Although everyone has a strong understanding of the Jingdezhen Chinese Ceramics Museum and Chinese ceramic art, the attention of more consumers is still on the use of Buddhist elements. Whether it is the image of contemplative Arhat, Fuhu Arhat, and happy Arhat, the slogan of "Drink this cup, you will never be speechless again", or the theme cup of Arhat image and the surrounding refrigerator magnet, it has caused countless heated discussions and rush purchases. On the Internet, related emojis are also flying all over the sky and have become the "popular fried chicken" in social software.
But the bad is also bad in the direct reference to Buddhist elements.
On the surface, there is nothing wrong with the joint name of Heytea and Jingdezhen Chinese Ceramics Museum based on the three ceramic Arhat statues in the museum's collectionButIn fact, Heytea co-brandedActuallyIt's BuddhismCulture, not ceramicMuseums or collectionsArtworkTo put it bluntlyIt is to play the "edge ball" of Buddhism。This is probably also the joint name that has attracted the attention of the religious department, andThe main reason for the interview with Heytea
As for the opinion of some netizens, this joint brand imprinted the arhat with religious elements on a disposable cup and threw it away after drinking, which is suspected of disrespecting religion and other people's beliefs, and there is a statement that "selling Bodhisattva" and having no reverence for Buddhism, it is secondary.
Although the "Foxi" co-branded model has been taken off the shelves, we have to look at this matter dialectically.
On the bright side, Heytea has made a good combination of Buddhist culture and the communication context of young people through this joint branding, which has aroused the resonance of consumers, and will also enhance the perception and recognition of Buddhist culture by young users to a certain extent, and can also play a certain role in the promotion of Buddhist culture
But the bad side is that Hey TeaSerious religious beliefs will be carried outnow"Joke" innovation in the context of modernizationThe "play meme" effect has been formedSomething is wrong. Faith is tenSolemnthings are often intolerable"Profanity"., otherwise its authority and sanctity will be violated.
From this point of view, cooperation related to Buddhism often needs to be handled cautiously, involving the implementation of specific products, and it is necessary to know the relevant national departments and relevant institutions in advance.
In recent years, Buddhist marketing has been very popular among young consumers, and brands are also ready to move. Although the Regulations on the Administration of Religious Affairs, Several Opinions on Further Governing the Commercialization of Buddhism and Taoism (Guo Zongfa 2017 No. 88), and the Measures for the Administration of Internet Religious Information Services clearly stipulate that commercial propaganda in the name of religion is prohibited. But in reality, there is a lot of room for maneuver.
For example, in May this year, Nai Xue's tea launched a new product "A Lotus Milk Tea" series, and extended the new image of the Lotus Fairy IP, Lotus coaster, sign-on stickers and other good luck peripherals, which aroused the popularity of many young consumers. Strictly speaking, the series is also suspected of rubbing the edge of "Buddhism", but it is relatively obscure, and the marketing is positive, which is not easy to arouse the disgust of religious groups;
In July, Ele.me cooperated with Xiamen Nanputuo Temple to carry out a summer marketing campaign, and launched the summer solstice Buddhist system to eliminate the heat - "the summer solstice is not hot, and you are hungry if you are afraid of heat". Ele.me combines food with Buddhist culture, and links up with multiple brands to launch a variety of new and exotic ** items on the summer solstice, inviting users to order all kinds of Buddhist delicacies on Ele.me
In October, Daolang released a new song called "Diamond Sutra", which integrated modern ** with Buddhist culture. The lyrics are based on the Buddhist classic "Diamond Sutra", and a new composition has been carried out, which has aroused netizens' praise for Daolang's creative talent;
Further back, there is also a joint brand of sports brand Xtep and Songshan Shaolin Temple, which not only launched co-branded clothing, shoes and other products, but also moved the stage of the conference to Shaolin Temple and held a new product launch conference with the theme of "straight to the point".
The above Buddhist marketing cases are remarkable, and they have not aroused the opposition of relevant religious figures, but the "trick" of Hey Tea may be a thing worth pondering.
To sum up, Heytea's CP co-branding this time is not bad, but it is to find the wrong object and use the wrong direction. Ceramic Arhats belong to the Jingdezhen Chinese Ceramics Museum, but Arhats belong to Buddhism. Hey TeaNeither should we go beyond the religious community and quote the Arhats directlyStraightforward andSerious images should not be ridiculed in Buddhist termsAdaptation- YesIn line with the Internet context, butDon't go overboard,AndIt is necessary to be positive and positive, and not to dissipate the seriousness of Buddhist culture.
In fact, this also reminds the brand of cross-border marketing: marketing that touches religious taboos is unacceptable, and Buddhist "edge balls" similar to Hey Tea and Weilong Spicy Strips can be rested.