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blueglass“nanyouli”suannaibeizhidisu,gongnengxingchanpindeyingxiaobianjienanhuading

saoyisaoxiazaijiemianxinwenapp

Blueglass“男友力”酸奶被指低俗,功能型产品的营销边界难划定

zhenduigongnengxingchanpinjinxingyingxiaotuiguang,shiblueglassjinnianlaibaochiredudemijue。

图片来源:小红书@Blueglass Yogurt

界面新闻记者 | 卢奕贝

界面新闻编辑 | 牙韩翔

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图片来源:Blueglass小程序

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zaiblueglassxiaochengxuchanpinyemianshuomingzhong,teyiweixinpinbiaozhu“ruguonizhenyouxuyaoqingzaigoumai”。qichanpinshiyirenqunxianshiwei“yundongrenqun”,chanpinbushiyirenqunwei14zhousuiyixiaertongjiqingshaonianrenqun、yunfujiburuqifunvjishiyongzhenjunguominzhe,fengxianrenqunxianshiwei18zhousuiyixia、60zhousuiyishangrenqun、xinzangbing、gaoxueyadenghuanzhebuyishiyong。

图片来源:Blueglass小程序

zhenduigongnengxingchanpinjinxingyingxiaotuiguang,shiblueglassjinnianlaibaochiredudemijue。

blueglassyu2012nianchengliyubeijing,chanpinzhuyaoweixianzhisuannaiyinpinhesuannailingshi,danjiazai30-50yuanzuoyou。qihexinkehuqunzhuyaomiaozhunzhuzhongjiankangheshenghuozhiliangdenvxing。zaixiaohongshushang,blueglasscengbeixiaofeizhexichengwei“suannaijiedeaimashi”。

blueglassxianxiamendiandadouzaiyixianchengshidehexinshangquannei,dingweipiangaoduan,juzhaimencanyanshuju,blueglassmuqiankaishele175jiamendian,fugai16zuochengshi,qizhongyixianchengshizhanbigaoda81.71%,xinyixianchengshimendianzhanbi14.86%。

qigaokedanjiadelizudianbufenzaiyu,blueglasshuijiangxianguojiarusuannaili,bingcaiyongyangguangmeiguiqingti、niuyouguodengguijiashuiguo。ciwai,leisi“faguojinkouluosailuoshenhaijiaoyuandanbaitai”、zhiwuyanwo“xueyan”jiaoyuan、zaolandanbai+gabaanjidingsuandengzheileigongnengxingchengfenyehuichuxianzaiblueglassdesuannaili。buguoyeyouxuduoxiaofeizheyinqiditangdechanpintexing,zaishejiaopingtaipingluncheng“buhaohe”。

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Blueglass曾对界面新闻表示,“womenhuishejiaopingtaishangdajiazaiguanzhushenmeshicai,younaxiechuangyidehefa,zaishenmechangjingxiahe。birushuoniuyouguozaishejiaopingtaishangyoujibaiwandeguanzhudu,womenjiuhuijiangqiyingyongdaochanpinli。”yucitongshi,blueglassyehuizhaoxiaohongshudekolzuoxianshangtuiguang,xingchengyigeshejiaomeitidebihuanyingxiao。

houlaideblueglassyejinyibuzhangwoleliuliangmima。

2023nian8yue,blueglasstuichule“chang”xiliesuannai,jiangchanpinmingmingweiqingyingxiaomanyao1-5hao,houxuhaijinyibutuichuleshengjibandexiaolanpingdengsuannaichanpin。yingaixiliechanpinzhongtianjialeyishengjun、shanshixianweidengchengfen,tazuidadetedianjiushi“hewanbipai”,chengweilejianfeirenshidejianzhi“liqi”。zaixiaohongshupingtaishang,blueglassyouchao5wanpianbiji,erguanliandeguanjianciduowei“laduzi”deng。

图片来源:Blueglass公众号

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bujiuqiande3yue,“wanghongsuannaiblueglasschengxinxingxieyao”“45yuanyibeicuanxisuannaihuobianquanwang”denghuatixiangjidengshangresou,shejiaopingtaishangyoubushaowangyoubiaoshi,heleblueglass“chang”xiliesuannaihouhuiladuzi,haiyourenyinweichangweiyanjinleyiyuan。

ercicinanyoulixinpinyinfazhengyi,huoxuzaiyutamaofanlebufenhexinkequn——dachengshidenianqingbailingnvxing。

zheigexiaofeiquntiyouzheshencaiguanli、jiankangyinshi、pifubaoyangdengxiaofeisuqiu,lingyifangmian,tamenduijiagemeiyouneimemingan,bingqiexiaofeishilibusu。yinerjishiciqian“chang”xiliesuannaiyoufuxiefengxian,danrengnengrangblueglassshouhuoyidingyongdun。erxuanchuannanyoulizheileigongnengxinghuoxuwufashuofutaguoqudemubiaoqunti。

gengzhongyaodeshi,wulunshi“hewanbipai”haishizengqiang“nanyouli”,zheileigongnengxingchanpinyingxiaofeichangrongyirangxiaofeizherenweijuyouxiangyingdejinengxinggongxiao,chaochurichangyinliaoliyinghangaidegongneng。zheixiebiaoshukenengbeirenweiyouguoyumohuhuokuadaqicide“xianyi”,kenenghuibeirenweishicabianguanggao。

xinmeitipingtaizhengzaiweixiaofeizhetigongyuelaiyueduojieshoupinpaiyingxiaoxinxidejihui,dantongshiyeweipinpaidailaigengduoshenshi。zheikaoyanzhepinpaiduishehuiyushichangdedongchanengli,youqizaimianduishehuiminganyitideshihou。

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Blueglass“男友力”酸奶被指低俗,功能型产品的营销边界难划定

zhenduigongnengxingchanpinjinxingyingxiaotuiguang,shiblueglassjinnianlaibaochiredudemijue。

图片来源:小红书@Blueglass Yogurt

界面新闻记者 | 卢奕贝

界面新闻编辑 | 牙韩翔

xianzhisuannaipinpaiblueglasszuijinyinxinpinguanggaoxianruzhengyi。blueglassyu5yuetuichumingwei“superboynanyoulibanhuiyiju”dexiliechanpin,fenboheheiqiaomigua、bohemigualiangzhongkouwei,chanpinzhongjiaruleroucongrong、huangjing、rencan、lubian、mulitai、3000yihuoxingyishengjundengchengfen,liangkuanchanpinjunshoujia49yuan。

图片来源:Blueglass小程序

zaixiaohongshudengshejiaopingtaishang,bushaoxiaofeizheyinshangshuxinpingandaobushi,zaipinglunzhongbiaoshi“suannaiweishenmeyaoyongbianmiyuzhuangyangjinxingyingxiao”,yeyoupinglunrenweiqixinpinguanggaoyu“egaonanyouwobumai”“18zhousuiyixiawobumai” “hahahahaha,bieshuonibudong”dengneirongdisu。

ciwai,yinchanpinzhongjiarulebushaozhongyaocaichengfen,youwangyouchengxinpinwei“zhuangyangxieyao”,bingzhiyiqianquanxingheheguixing。

jiemianxinwentongguoblueglassguanfangqudaoxiangpinpaifangchaxunshangshuzhengyishixiang,jiezhifagaozanweishoudaohuiying。blueglassmendiangongzuorenyuangaosujiemianxinwen,nanyoulixiliexinpinyu5yue7rishangshi,queshijiarulexiangguangongnengxingchengfen,danbujianyiyunfu、duiqichengfenguomindengrenqunyinyong。

zaiblueglassxiaochengxuchanpinyemianshuomingzhong,teyiweixinpinbiaozhu“ruguonizhenyouxuyaoqingzaigoumai”。qichanpinshiyirenqunxianshiwei“yundongrenqun”,chanpinbushiyirenqunwei14zhousuiyixiaertongjiqingshaonianrenqun、yunfujiburuqifunvjishiyongzhenjunguominzhe,fengxianrenqunxianshiwei18zhousuiyixia、60zhousuiyishangrenqun、xinzangbing、gaoxueyadenghuanzhebuyishiyong。

图片来源:Blueglass小程序

zhenduigongnengxingchanpinjinxingyingxiaotuiguang,shiblueglassjinnianlaibaochiredudemijue。

blueglassyu2012nianchengliyubeijing,chanpinzhuyaoweixianzhisuannaiyinpinhesuannailingshi,danjiazai30-50yuanzuoyou。qihexinkehuqunzhuyaomiaozhunzhuzhongjiankangheshenghuozhiliangdenvxing。zaixiaohongshushang,blueglasscengbeixiaofeizhexichengwei“suannaijiedeaimashi”。

blueglassxianxiamendiandadouzaiyixianchengshidehexinshangquannei,dingweipiangaoduan,juzhaimencanyanshuju,blueglassmuqiankaishele175jiamendian,fugai16zuochengshi,qizhongyixianchengshizhanbigaoda81.71%,xinyixianchengshimendianzhanbi14.86%。

qigaokedanjiadelizudianbufenzaiyu,blueglasshuijiangxianguojiarusuannaili,bingcaiyongyangguangmeiguiqingti、niuyouguodengguijiashuiguo。ciwai,leisi“faguojinkouluosailuoshenhaijiaoyuandanbaitai”、zhiwuyanwo“xueyan”jiaoyuan、zaolandanbai+gabaanjidingsuandengzheileigongnengxingchengfenyehuichuxianzaiblueglassdesuannaili。buguoyeyouxuduoxiaofeizheyinqiditangdechanpintexing,zaishejiaopingtaipingluncheng“buhaohe”。

zaichanpinyanfaguochengzhong,blueglasshuijianginstagramhexiaohongshuzuoweizhongdianjianceduixiang,wulunshizaikouweiyanfahaishishicaidexuanzeshang,shejiaopingtaishangdexinxiheshujudouhuibeizuoweicankao。

Blueglass曾对界面新闻表示,“womenhuishejiaopingtaishangdajiazaiguanzhushenmeshicai,younaxiechuangyidehefa,zaishenmechangjingxiahe。birushuoniuyouguozaishejiaopingtaishangyoujibaiwandeguanzhudu,womenjiuhuijiangqiyingyongdaochanpinli。”yucitongshi,blueglassyehuizhaoxiaohongshudekolzuoxianshangtuiguang,xingchengyigeshejiaomeitidebihuanyingxiao。

houlaideblueglassyejinyibuzhangwoleliuliangmima。

2023nian8yue,blueglasstuichule“chang”xiliesuannai,jiangchanpinmingmingweiqingyingxiaomanyao1-5hao,houxuhaijinyibutuichuleshengjibandexiaolanpingdengsuannaichanpin。yingaixiliechanpinzhongtianjialeyishengjun、shanshixianweidengchengfen,tazuidadetedianjiushi“hewanbipai”,chengweilejianfeirenshidejianzhi“liqi”。zaixiaohongshupingtaishang,blueglassyouchao5wanpianbiji,erguanliandeguanjianciduowei“laduzi”deng。

图片来源:Blueglass公众号

suiranshouhuolebushaoliuliangyuguanzhu,danblueglassyeyinqigongnengxingchengfenfancheguo。

bujiuqiande3yue,“wanghongsuannaiblueglasschengxinxingxieyao”“45yuanyibeicuanxisuannaihuobianquanwang”denghuatixiangjidengshangresou,shejiaopingtaishangyoubushaowangyoubiaoshi,heleblueglass“chang”xiliesuannaihouhuiladuzi,haiyourenyinweichangweiyanjinleyiyuan。

ercicinanyoulixinpinyinfazhengyi,huoxuzaiyutamaofanlebufenhexinkequn——dachengshidenianqingbailingnvxing。

zheigexiaofeiquntiyouzheshencaiguanli、jiankangyinshi、pifubaoyangdengxiaofeisuqiu,lingyifangmian,tamenduijiagemeiyouneimemingan,bingqiexiaofeishilibusu。yinerjishiciqian“chang”xiliesuannaiyoufuxiefengxian,danrengnengrangblueglassshouhuoyidingyongdun。erxuanchuannanyoulizheileigongnengxinghuoxuwufashuofutaguoqudemubiaoqunti。

gengzhongyaodeshi,wulunshi“hewanbipai”haishizengqiang“nanyouli”,zheileigongnengxingchanpinyingxiaofeichangrongyirangxiaofeizherenweijuyouxiangyingdejinengxinggongxiao,chaochurichangyinliaoliyinghangaidegongneng。zheixiebiaoshukenengbeirenweiyouguoyumohuhuokuadaqicide“xianyi”,kenenghuibeirenweishicabianguanggao。

xinmeitipingtaizhengzaiweixiaofeizhetigongyuelaiyueduojieshoupinpaiyingxiaoxinxidejihui,dantongshiyeweipinpaidailaigengduoshenshi。zheikaoyanzhepinpaiduishehuiyushichangdedongchanengli,youqizaimianduishehuiminganyitideshihou。

未经正式授权严禁转载本文,侵权必究。