Young people in this class are really good at playing!

The epidemic cannot stop them from drinking cocktails! Convenience store bartending became popular in an unexpected way!

Xiaohongshusou convenience store bartending shows that there are 3800+ notes; Douyin swipes the screen, and station B is booming. The network gathering place for these young people is now full of "bartending" flavors.

A simple combination of A+B, a product that is not exquisite in appearance and tastes not amazing enough, how can it capture the hearts of young people? What kind of inspiration can the explosion of bartending in convenience stores bring to diners?

ONE

This simple and crude joy,

It's fierce and fierce!

Convenience store bartending product logic is very simple, it is a combination of N kinds of base wine and beverage, coffee, ice cream and so on. Open a mouth on the drink package, add a bottle of mini base wine into it, shake it, shake it, a bottle of convenience store bartending is complete.

The most versatile

In the bartending list of convenience stores, lemon tea has the highest appearance rate. It is a new combination with whiskey, wild grid, vodka and other base wines. The freshness of lemon and the stimulation of wine collide in the mouth. "Lemon tea+" is considered Convenience store bartenders that are the most error-free in taste.

The best looking

There are also netizens who are not satisfied with opening their mouths directly on soft drinks. They changed the packaging for the convenience store bartenders, and an ice cup made the bartenders go up instantly. For example, the combination of sparkling water + grape ice/cherry ice + base wine such as ice cup + sprite and vitality forest, the appearance is not less than professional bartenders.

 Most unexpected

The creativity of netizens is beyond your imagination. In addition to the basic items such as lemon tea, sprite, cola, coffee, and ice cream, netizens with big brains also turned their eyes to soft drinks such as milk, Yakult, Wangwang, herbal tea, and added base wines such as Jiang Xiaobai and RIO. , And every convenience store bartender has a "highly compelling" name. For example, the bartender of chrysanthemum tea + Ballantine whiskey is called Hundred Years Chrysanthemum Cool; Vita Lemon Tea + Whiskey is called Gemini Killer; Tea π + Absolute The moment when vodka is called Kublai Khan, it is possessed; Coke + Chivas whiskey is called the courage of Fat House...

These "unexpected" bartending combinations are full of creativity; taste depends on fate.

TWO

Seemingly "self-descending and compelling"

In fact, it coincides with the trend

Obviously, for convenience store bartending, the happiness of young people not only comes from the satisfaction of their taste buds, but also from the creativity itself with a sense of participation, and a way of drinking that is not disturbed, more secure, free and convenient.

Does the popularity of bartending in convenience stores just coincide with "the happiness of young people"? actually not. In addition to a happy sense of participation, it also coincides with economic trends.

1. Get home

The epidemic 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 is rising rapidly.

The blurred lights, the fancy techniques of the bartenders, and the urban stories in the dark. The unique scenes in the bar make drinking a little wine a special sense of ritual, but young people never want to limit the sense of ritual to a certain one. A single scene. So, when convenience store bartenders bring bartenders to convenience stores where you can buy and drink as you go, and to homes with more "space to play", young people are obviously happy to see such a change.

In fact, bartending in convenience stores is not a new thing, and purchasing raw materials and homemade cocktails in convenience stores (supermarkets) is nothing new. In the post-epidemic era, when people begin to exercise restraint in social distancing, drinking cocktails at home has become a trend.

2. A person's small wine

Drinking alone in a bar is called boring wine; drinking alone at home is called relaxing!

Most modern people have one thing in common. They are eager to speak out, but they love being alone; they are eager to socialize, but do not want 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 cocktails, and stacks of snacks, this is the real relaxing scene.

Convenience store bartending, the process of participation, and the solitude of getting rid of the "forced social" all make a person's drinking happiness more fulfilling. It allows people to vent their emotions while enjoying the moment, which caters to the current young people's pursuit of "one person." The psychological appeal of living well.

3. Slightly drunk

Contemporary young people do not fight alcohol or persuade them. They love to drink but do not drink too much. The most beautiful state of drinking with a little restraint, rationality and a little ecstasy. "Slightly drunk" has become a trend.

In 2019, Tmall teamed up with wine brands such as Hennessy and Martini to play "micro-drinking right time", and the event set off a boom at that time. The current popular alcoholic beverages are actually aimed at young people’s "slightly addicted" experience. For example, Jiang Xiaobai launched the fruit cube co-branded milk dish; Starbucks selected a variety of alcohol products in the wine shop; Yuanqi Forest launched the vitality. Liquor; tea brands such as Heycha and Naixue's tea are also exploring the small wine market... Liquor + milk tea, wine + beverages, wine + coffee are entering the micro-drinking scene of young people.

It is said that traditional liquor brands do not understand young people. In fact, it is the young people who gave up the way of drinking liquor first. It is highly, spicy, and easy to get drunk. It is not the drinking experience young people want. Today's young people are more inclined to slow tasting, gentle, and sometimes fun drinking experience.

THREE

Evolve from "fun" to "delicious"

Convenience store bartenders are still "young"

Convenience store bartending is flourishing! Online e-commerce followed up quickly, searching for convenience store wine on the e-commerce platform, and there were all kinds of things. Convenience store bartenders are currently in the "new product bonus period", and a large number of young people with novel ideas have propped up its tea, and behind the prosperity, whether it is a bubble or a trend has yet to be verified.

It is not difficult to see from the postings of a large number of netizens that many netizens’ demand for bartending in convenience stores is still in the “playing” stage. The "sense of ritual" of grass. However, in the list of most netizens, the process of bartending is like a process of stepping on a thunder, but "good or not depends on luck"; comments such as "smell the top" did not affect their interest in trial and error. , And even treat it as a pleasure. The "curiosity" of the young people this year cannot be underestimated.

But "curiosity" is a "transient" psychology in consumer psychology. When curiosity is satisfied, secondary consumption still needs to be attracted by the product itself. Lacking the gorgeous scene and ritual sense of bar cocktails, nor the culture and stable taste of other alcohol products, convenience store bartending is indeed still "young", and the product structure is imperfect and unstable, but it is undeniable that it has great Room for growth.

FOUR

At the convenience store bartending

I saw another phenomenon-level marketing

The popularity of bartending in convenience stores has made us deja vu. The first cup of milk tea in autumn, happy fat house water... Behind these novel concepts is a phenomenon-level marketing. The source of the popularity of bartending in convenience stores is that Xiaohongshu and his family opened a limited-time pop-up bar in Xintiandi, Shanghai called "Bartending Creation Camp", where customers can experience convenience store bartending on the spot. Subsequently, some online e-commerce, convenience stores, and alcohol brands quickly followed up, and convenience store bartenders successfully broke the circle!

Let's sort out these phenomenon-level marketing cases again. What are the gains?

1. Aiming at "the happiness of young people"

From Happy Fat House Water to Convenience Store Bartending, all aim at the happiness of young people! In fact, there is a bit of "superficiality" when it comes to "happiness". What they target is the attitude of young people in life. In this regard, New Tea Drinks is doing very well. The endless product gameplay, the brand concept in the heart, and the smart and convenient consumption scene have made the new tea drink popular among young people.

Fashion, trendy, cool play, wisdom... these are not enough to describe the attitude of young people to life. The attitude of young people to life is dynamic and changes at any time. Therefore, fashion brands are always "creating new" and "iterating" constantly. "Because, being abandoned by young people is tantamount to being abandoned by the future.

2. From following the trend to making the trend

Convenience store bartenders became popular, and two camps benefited from it. One is Xiaohongshu and the whole family, who are creating topics. They "created" a trend and gained the first wave of traffic and a steady stream of attention; the other is to follow the heat. All kinds of businesses that respond quickly.

Creating trends is an advanced gameplay in marketing. Xiaomi and Heycha use queuing to create queuing; Jiang Xiaobai initiated the trend of young people drinking liquor... They used phenomenal events to create phenomenal brands. Not every brand has the ability to create trends, so learning to follow trends is also a skill. After the convenience store bartenders became popular, watching online e-commerce companies rush to sell, the dull offline convenience stores and supermarkets don't know if there is a hint of annoyance.

From fun and participatory gameplay to the viral spread of gameplay, from meeting the current industry trends to catering to young people's attitudes to life, the process of convenience stores becoming popular once again proves that doing business for young people is never easy!

The young people in this class have their own life rhythm and experience. They are not superficially cool, playful, or even rebellious. On the contrary, they have independent thinking and unique views. Only when the brand truly integrates with them can it be possible to enter them. heart. Otherwise, no matter how gorgeous the expression is, it can only be a self-confidence of the brand; a brand that can "play" is good at "group high" with young people.