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** Financial gossip
Author of Financial Gossip
The wind of "poor ghost" finally blew to Sam.
On the evening of February 27,Why Sam Poor Ghost ** Makes the Middle Class Crazyhas been on the hot search on social platforms, as of press time,It has been read by 300 million people.
A box of 30 is only 25$8Dr. Egg Plus Size Fresh Eggs, a full 2 liters is only 21 yuanMengniu fresh milk, and a bag of 7 is only 24 yuanOriginal bagels, was enshrined by netizens"Sam Poor Ghost Three-Piece Set".
On social platforms,How to get Sam's woolstrategies abound, and they are even more searched on XiaohongshuA shopping list for the "Sam Poor Guy x Piece Set".
It seems that the new wind of consumption downgrade has not only blown to the affordable consumption places of the masses, but also to the consumption position of the middle class.
After all, this world has lived like a "poor ghost".
After all, in this year, except for the era when wages do not rise, everything is **, saving one yuan is one yuan, and the money is not blowing in the windOne yuan and two yuan are also earned by hard work.
Workers are trying their best to spend less and eat well. And the main focus of "Poor Ghost **" is to spend a small amount of money and eat and drink enough.
With the advent of the cost-effective era, everyone's money bags are getting tighter and tighter, and the "poor ghost**" is on fire and is quietly sweeping the circle of young people.
The worker who competed to be a poor ghost brought fire to the "poor ghost**".
In the past year, it is undeniable that "poor ghosts" have become popular all over the Internet.
From breakfast, lunch, afternoon tea to dinner, the "poor ghost**" can find its use.
Poor ghost, of course, is not a derogatory black name, it is just a ridicule of the public for themselves, and there are people who don't like to call themselves "poor ghosts", they will also call it"Great value"**
As the name suggests,"Poor ghost**" is a combination of good quality, low price, cost-effective and cheap.
The earliest word is fromMcDonald's 129 yuan 1 + 1 with **began to become popular, in the past, these **alone, at least cost dozens of **, but now less than 13 yuan to get the full amount, what more bicycles.
The ultra-cost-effective McDonald's** has made many workers happy, so some people call it soThe gospel of the "poor ghosts".
After that, with McDonald's out of the circle, as well as the trend of consumption downgrade,"Poor ghosts**" have gradually spread to different fields such as Chinese food, breakfast, milk tea, coffee, and baking.
It's not just Luckin's 99 yuan, even Starbucks, which has always prided itself on being high-end and has never lowered its "head", has also launched a "poor ghost**" but it is currently offline), a cup of coffee with a loaf of bread only costs 15 yuan.
If you bring your own cup to order, you can also reduce the cost of the cup by 4 yuan. That is to say,For 11 bucks, you can buy breakfast at Starbucks.
In the breakfast shop of Babi steamed buns, you can buy a combination of two buns with a cup of soy milk for 6 yuan.
The Babi steamed bun menu relied on low prices to open the market in Nancheng Xiang, and even launched a breakfast buffet of 3 yuan, as well as an unlimited amount of vegetarian dishes at 199 yuan small hot pot and other "poor ghosts**".
Known as the "Northeast McDonald's", some netizens also shared the "poor ghost**" of 3 yuan unlimited rice, kelp soup and spicy cabbage for free
In the tea industry, the tea of the head brands Heytea and Nai Xue have also opened the banner of price reductionSay goodbye to drinks that start with the word 3.
Hey tea even putThe ** of the single cup hit 125 yuan,Nayuki's tea has also launched a European bag with a cup of milk tea9.$9**.
In the baking market, batches of them have also emerged$2 bakery
Low-cost "leftover blind box".It is also popular this year, and merchants will randomly arrange and combine the bread, sushi or food that has not been sold out into a set of boxes before the closing of the day, and sell them at a 3% discount.
Consumers can't decide for themselves, and they can't know what's in the boxA new type of gameplay that combines the mystery and surprise of a "blind box"., which caused a trend in the circles of young people.
On Xiaohongshu, there are many strategies about "poor ghosts".
Netizens who pick and search" can even arrange it for you seven days a week.
"Go to McDonald's on Monday for free Chicken McNugget, Tuesday to Tustin for a 'buy one, get one free', Wednesday to Domino's for a 70% discount, Thursday to KFC for Crazy Thursday, Burger King for a half-price working meal on Friday, Wallace on the weekend, and start all over again next week. ”Acquaintance of the fast food brand,On the discount offer, it won't even make you hit the schedule, understand the hardships of our workers, there are discounts to eat every day, is there anything more intimate than this?
It can be said that as long as you are willing to take the time to find a guide,Every day, you can eat the "poor ghost**" that satisfies you
The "poor ghost" has brought fire to the "door-slamming economy".
Poor ghost**, consumers are happy, and merchants are also winning.
In the current consumption environment, the demand for catering is under pressure, and the emergence of "poor ghosts" can be saidIt is a helpless move for brands under the pressure of market competition, but it is also a strategy of "small profits but quick turnover" of merchants.
Douyin data shows that the total transaction volume of Douyin raw services in 2023That's a 256% increase, experts visit the store to help merchantsAn increase of 94.6 billionYuan; Meituan has achieved this through live broadcastingMore than 2 billion GMV in a single month.
The data behind this is all made ofLots of offers***constituted.
This is not only true for non-well-known brand catering businesses in the middle and tail segments, but also on the brand side.
Luckin leaned on 9A cup of coffee of 9 yuan has successfully entered the list of breakfast and afternoon tea for young people, extending the life of migrant workers.
Not long ago, Luckin announced its financial results for the fourth quarter and full year of 2023.
The financial report shows that Luckin Coffee in 2023The total revenue is 2490.3 billion yuan (about 3.4 billion.)$500 million)., an increase of 873%, the scale of revenue hit a record high; Operating profit was 302.6 billion yuan, doubling the growth compared to 2022.
In contrast, Starbucks will have a total sales of 31 in the Chinese market in 2023$600 million.
"9 pieces of 9" Luckin Coffee surpassed Starbucks and became the No. 1 chain coffee brand in China.
Saria, known as "Shaxian Western Food", relies on "cheap enough" in 2023Sales increased by 27% year-on-year, and operating profit increased by approximately 17 times.
Rice village bibimbapIt is also based on the advantages of large quantity and high cost performanceIt has become the second Chinese chain fast food brand to reach the scale of 1,000 stores after Lao Xiang Chicken.
I have to say that low price is the success of the brand, and it is also the traffic password of the brand.
This new consumer trend has made many brands follow the trend and launch cost-effective "poor ghosts".In this era, it has stepped on the mass consumer sentiment, ushered in a good opportunity for development and growth, and opened a new road to nuggets.
To be honest, the real poor ghost really doesn't have the money to buy the affordable ** launched by these merchants, and he won't spend an annual fee of 260 yuan to enter Sam's Shopping.
This type of people is not at all within the scope of the consumer group covered by the "poor ghost**" launched by the merchant.
The so-called "poor ghost**" is more like a drainage tool for merchants, such as McDonald's 1+1 matching**, which has made many customers become loyal fans of McDonald's, and they call themselves "McGate", which invisibly consolidates consumers' brand recognition of McDonald's.
Poor ghost**, this fashionable and sad word,It not only caught the attention of the contemporaries, but also captured their stomachs.
On the grass planting platform of Xiaohongshu, everyone will also be diligent in sharing their own money-saving strategies, including many brands of "poor ghosts**".
After all, no matter how hard you pick the door, the cost of eating is still indispensable, so there will be many people who are keen to seek cost-effectiveness in "eating".
Wave after wave of "tap water" publicity, this kind of word-of-mouth marketing that allows customers to spontaneously form, is the heat that many businesses can't want.
Poor ghost**, so that the brand can harvest the desired traffic and sales. Consumers feel they are making money, but so do businesses.
Even so, consumers also like to see it, after all, the "** war" rolled up by merchantsWhat it brings is a real cost performance, so why not.
What's more, most of the "poor ghosts" launched are chain brands, and consumers can spend less money and enjoy quality foodAfter eating, there is no feeling of being poor and sour, but only a sense of accomplishment of "being able to live".
"Poor ghost" lifestyle
Not to be held by consumerism
The three-year epidemic has "defeated" many people, and many people's consumption habits have also changedFrom "advanced consumption" to "consumption downgrade".
RET conducted a survey on the consumption power of people of different ages, and found that in the past three years, the results were25 The 35-year-old group is the most seriously downgraded in consumption.
Consumption of all kinds of products, including clothing, beauty, fitness, training, etc., is decreasingThe biggest declines were in luxury goods and leisure and entertainment consumption.
If the coefficient is greater than 1, it means that the consumption has been negatively affected by the epidemic, and the higher the value, the deeper the degree of negative impact, the migrant worker is burdened with housing and car loans, and even if the income becomes higher, there are more bills for repayment.
If you add a child, then the consumption will continue to drop by **.
In the past, the budget for one meal could reach 30 yuan, but now they want to automatically split it into two meals of Shaxian wontons, and there are still a few yuan left over to add greens.
The so-called "poor ghost" is nothing more than thatEveryone began to break the trap of consumption, no longer be manipulated by consumerism, learn to live a good life, and find a rational consumption model.
You can buy expensive ones, but you can't buy expensive ones. More and more rational consumers no longer pay for the premium of the brand, so they choose "flat".
"It's not that xx can't afford it, but it's more cost-effective".It has become the mantra of today's young people.
The same product can save more than half of the money in the replacement version of Pinduoduo and 1688.
In the third quarter of last year's financial report, Pinduoduo showed revenue of 68840.4 billion yuan, a year-on-year increase of 94%; Net profit attributable to common shareholders of Pinduoduo was 155400 million yuan, a year-on-year increase of 47%.
Pinduoduo, whose profitability has been greatly improved and made a lot of money, shows that the current public pursues cost-effectiveness and learns to spend money on the blade.
After all, in the current uncertain future environment, I want to give myself a greater sense of securityNot spending unnecessary money and pursuing cost performance can be said to be the safest and most direct solution.
Have you ever eaten "Poor Ghost"? What do you think about this? Welcome to leave a message in the comment area to discuss and express your opinions or opinions, thank you.
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