Recent trends show that this generation of young people who love to toss and try new things have begun to compete to be the "New Year manager".
COCO can be an "instant hit" CNY activity, linking young people's sense of ritual and atmosphere of "new New Year" with interesting and fun fancy play, and creating a "gap time" suitable for the physique of Chinese babies.
Fancy recuperation, open the sense of New Year's rituals
In the sound of firecrackers, the spring breeze sends warmth into Tusu. For later, the happiest moment of the Chinese New Year when I was a child was setting off fireworks.
As a traditional custom, firecrackers not only add a lot of flavor to the year, but also entrust people's good wishes to ward off evil spirits, avoid disasters and pray for blessings.
In order to find this disappearing New Year's flavor, COCO started with the theme of "One Hit and Hit Big", and launched New Year's customized cannon barrel cups, New Year's tons and tons of barrels, bubble machines, couplet stickers and other atmospheric New Year's "equipment".
The cannon barrel cup with a height of more than 30 centimeters has become a "walking conspicuous bag" on the street to the extent of fakeness, and it is full of weight in the hand.
The electric bubble machine in the shape of firecrackers maintains the New Year's formation. The double buff of the Chinese red fireworks shape and the childhood bubble machine, the moment it is started, you can reap the joy of childhood.
Nowadays, young people are also keen on pasting couplets, but they are not traditional calligraphy couplets, but a new style of couplets composed of various homophonies, patterns, and **.
With tons of buckets ** on the couplet stickers, the lively little co sometimes sits on the lotus flower with his hands folded and closes his eyes to pray for blessings, and sometimes naughtily appears on the firecrackers to send out blessings such as "Longhua is not a thing" and "you can do anything".
Sticking it on a computer or mobile phone not only satisfies the sense of ritual of the New Year of young people but also has the fun of DIY.
It's fun and drinkable, creating an immersive sense of scene
COCO's "Instant Hit" theme activity quickly became popular, setting off a wave of "big red" fever.
I also have other children", "E people say that they like to go out on the street with their elbows", "The red thief is festive", the comments from netizens all reveal that coco accurately grasps the New Year's flavor that young people love.
Coco's stores have long been replaced with festive "Spring Festival decorations". From multi-screen to product display, from couplet window stickers to interactive games, consumers can feel a strong festive atmosphere when they walk into the store.
Coco Da Hong Pao milk tea is very delicious, I often buy it, and the cups and peripherals in this New Year's ** are really pleasantly surprised. A fan who entered the store said.
As a COCO winter master Hua Dan product, the Da Hong Pao series has won the love of fans. COCO is selected from the fresh leaves of Dahongpao in the core production area of Wuyi Mountain, and has gone through 9 traditional tea-making processes of Wuyi rock tea, fermented for more than 12 hours, and the whole process takes 7 days, forming a unique perfume charm of Dahongpao.
The sweetness of this "rock rhyme" made fans feel the happy taste of the Chinese New Year, and also increased the favorability of the "Instant Hit" event again.
Relaxed social sense with milk tea as a medium
What strikes young people is a more relaxed, natural way of socializing, and they don't like to go with the flow. This time, in the second creation of fan content, it seems that there is much more room for play than in the past.
Combined with the interactive topic of "Looking for New Year's Celebrities" initiated by COCO, we called on everyone to take pictures of the "red" of the Spring Festival around them. Thousands of people poured into the topic of New Year sharing, and this kind of "lightweight" marketing did not make fans intuitively feel that they were participating in a brand's marketing activities.
Strong interaction and inter-group connection are also the primary considerations of COCO.
After drinking the cannon barrel cup, I want to save it for the New Year, what is the use of it", and the comments instantly sparked interesting discussions.
My bubble tea building is a cannon barrel", "I can't put off fireworks, but I have a bubble machine"...Become the new show-off of the social page before the Spring Festival.
The social attributes, highly attractive packaging and peripherals, and the strong sense of scene of the Spring Festival are not used independently in marketing, but are synergistic and cooperative with each other to stimulate great efficiency.
Coco implants these marketing points into the user's ideology at the same time, breaks the "strong push feeling" with innovation and fun, and helps the brand capture different user groups. Let the New Year marketing become a new style of "emotional connection" with fans, and successfully define the expectations of young people for the surprise of the New Year.