文 | FBIF食品饮料创新 大君
编辑 | Bobo
nengrangrenshangyindeshengyi，tongchangguiyinchanpinyongyoulingrenyishangyindewuzhihuokouwei。liru，zaichanpinzhongtianjiatanghuokafeiyin、chajian，doukenengrangxiaofeizheshangyin。
youmeiticengpandianguoneibaiyiyuanjiyinliaodadanpin。qizhong，jiuchenghantang，liuchenghankafeiyin。
danruguobafanweikuodadaoshiyiyuanjiyishangyinliaodadanpinzhong，jiuhuifaxianlingwaiyigexianxiang：tanghekafeiyinbushidujiamifang，jijiapinpaichanpinpeiliaoxiangsi、xiaoshouguimoquexiangchaxuanshudebingfeimeiyou。zheiyixianxiangzaikafeichayin、wutangchasaidaogengjiapubian。
huanjuhuashuo，tianjiayishangyinwuzhi，zhishirangrenshangyindekaishi。neixieranggengduorenshangyinderuixing、bawangchaji、dongfangshuyemen，haiyourangrengeng“shangtou”decaozuo。
《shangyin：rangyonghuyangchengshiyongxiguandesidachanpinluoji》（xiacheng《shangyin》）tichude“shangyinmoxing”renwei，yaorangyonghushangyin，qiyekeyicong4gefangmianxiagongfu：
qiyi，chufayonghuyuwang。zhenduichanpin，qiyeyaozuodediyijianshibushimingsikuxiangchanpintese，ershiyaomingbaiyonghuzaixuqiucengmiancunzainaxieruanleihuokunrao。
qier，rangyonghuxingdongqilai，goumaibingshiyongchanpin。
qisan，buduanjiangshangyonghu，cijiyonghuyizhishiyongchanpin。qizhongjiangshangyonghudefangfayoukefenweishejiaojiangshang、liewujiangshang、ziwojiangshang。
qisi，guliyonghuzhudongweichanpintouruyoujiazhidedongxi，zengjiazaicishiyongchanpinheshangyindekenengxing。[1]
《shangyin》fengmiguigu，beishiweihulianwanglingyude“chanpinshejizhinan”，dangaishuzuozhezhichu，renheyigenengjiechuxiaofeizheqianbaodelingyu，douyoukenengyunyongdao“shangyinmoxing”。erdangyongzheitao“shangyinmoxing”chaijieguoneineixielingrenshangyindepinpai，womenjiangyouxinfaxian。
一、“上瘾生意”硬控年轻人
1、neiyike，woyishidaozijishangyinle
“xiangguixialaiqiuzijibiehele，danshifaxianguixialaiyenenggagahe。”
xiaohongshubozhu“xiangtuixiudejiandan”shaichulezijidexiaofeijilu。shipinzhong，yunshishengyenatie、chengcmeishi、youcmeishidexiaofeidingdanbuduanshanxian。bozhutucaozijiduiruixingshangyin，“meitianliangyanyizhengkaijiushiruixing。”
shemeishang，zizhengduiruixingshangyindexiaofeizhebuzaishaoshu，“meiduojingyan，jiushihedewoxinliyangyangyangyangyangyangde，zongxiangrui（rui，wangyouduiruixingdenicheng）tayikouyayayin。”“bawomideshenhundiandao。”“meitianwendingliangbei。”
wangyoumenliejudeshangyinxingweibuyierzu，fbifshulizhihou，faxianzhuyaojizhongzaisangefangmian：yishiduipinpaichanshengyilai，rugaopindiandan、wuliyoudiandan；ershichuxian“jieduanfanying”，rubuheneixinbuan；sanshirichangxingweixiguangaibian，rumiqieguanzhuxinpindongtai……
qizhong，chansheng“jieduanfanying”，tongchanghuirangxiaofeizhefaxianzijizhendeshangyinle。youwangyoubiaoshi，congburenweizijihuishangyin，zhidaoyunqichuyujinshenxinlibuzaihekafei，que“fengkuangchanruixingneikoukuweier，neiyike，woyishidaozijizhendeshangyinle。”
2、戒瘾，失败
lingyibian，yipiduibawangchajishangyindewangyou，zhengxiangfangshefajiediaota。
wangyou“shanzhashutuposhou”fatieqiujiaoruhejiediaobawangchaji，wanwanmeixiangdao，pinglunquwangyoujichudefanganjingshi“zhuangebeiqumairui”。
youwangyoufenxianglezijidejieyingonglve，“diyitianheyibei。diertianhebanbei。yicileitui，meirizhiheqianyiriyibandeliang。diliutianhetaliubeijiejiechan！”
haiyouwangyoubiaoshizijijieyinqianyitianyibei，jieyinhouyitiansanbei，xianzaiyijingchedilaoshibujiele。
3、“xiaozongzongzuohaole，womenyaosongnishangshoufu”
“shangtou、feimaibuke、bumaineixinbuan”deshangyinbiaoxian，bingbuzhishifashengzaixiaofeizheyoumingquedechanpinmubiaoshi，biruxiaofeizhequedingzijiduiruixingdechengcmeishishangyin，duibawangchajideboyajuexianshangyin。
jibianbuquedingchanpinshishenme，xiaofeizheyekenengxiang“maimaimai”。
jinnian2yuemo，yexingxiaofeizaiciyonglai。zheiyicizhanshangliuliangdianfengdeshiwahaha。xiaofeizheyibianjingyayu“wahahabeizhewomen，chuleduoshaoxinpin”，yibianlizhi“bankongwahaha”“jiqiwahahajiazu”，buzuyizhou，wahahaquanxianchanpindouchengle“jinqiaohuo”。
xianxia，quanguoduogequyuchaoshimaiduanhuo。youxiaofeizhezaixiaohongshufawengantan，yiwanshangpaoleduogechaoshihou，caizaiyijiachaoshiliqiangdaolezuihouyizhawahahachunjingshui。
xianshang，pinpaiguanfangdianpuxiaoliang2tianzhangchao500%，bushaochanpinxianshiyushouzhuangtai。wahahafangmianbudebufachushengming，“jianyidajialixingxiaofei”“dengbujidejiarenkeyishenqingtuikuantuihuo”。
xiaofeizheduiwahahadereqingheqinghuaihaiyanxudaolezongfulishenshang。bushaowangyouweibohanhua：“xiaozongzongzuohaole，womenyaosongnishangshoufu。”
kafeichayinyushipinyinliaoxingyebuquerangrenshangyindeshengyi。wahahadebaohuoyeqiaqiayinzhengleqianwensuotidaodeguandian，zaichanpinzhongtianjiayishangyinwuzhi，zhishiqiyerangrenshangyindeyihuan，gengduoqiyezhengzai《shangyin》yishusuotichudesigefangmianxiagongfu。
二、多变的奖赏，令人沉迷
shanyuzhizaoduobiandejiangshang，cainenggengrangrenchenmi。fengkuanglianming、zengsongjingxideruixingyubawangchaji，shiqizhongdianxinganli。
1、ruixing x 《heishenhua：wukong》：ziwojiangshang
“jilianmingmaotaihou，ruixingyouyifengshencaozuo。”
8yue19ri，guochan3ayouxi《heishenhua：wukong》fabuqianyitian，ruixinglvxianfabuleyu《heishenhua：wukong》delianminghuodong。huodongshangxiandangtian，lianmingtaocanmiaoshouqing，xiawuruixingguanfangjiufabulebuhuotongzhi。youyuhuodongguoyuhuobao，youwangyoujichuleshangshupingjia。
lianmingfang《heishenhua：wukong》dechuxian，wuyishidadongxiaofeizhegoumaidezhuyaoyuanyin。
dangengshenyiceng，dadongxiaofeizhegoumaideyuanyin，kesuyuanzhilianmingsuochufade“ziwojiangshang”jizhi。《shangyin》yishurenwei，getiduiziwodejiangshang，laiziyuneibudongji，renmenkewangcongchanpinzhongtiyandaocaokonggan、chengjiugan、zhongjiegan，binghuiweicigandaoyuyueyumanzu。
“shijianhechuxunxiangrui，shouyoucuntiewusuowei。youxingtashangqujinglu，buwenlingshanzaihechu。”conglianmingxuanchuanpiandezangzishi，yijilianmingchanpin“xiangyunmeishi”demingmingzhong，bunanfaxianruixingyaobachanpin、pinpaiyuansuyuyouxironghedezheiyisheji。
duiyukenengshenjianwanjiashenfendexiaofeizheeryan，ruixingwei“tianmingren（youxizhongwanjiazhuyaobanyandejiaose）”zaixianshishijiesuzaolegengqiangdejiaosedairugan，bagoumailianmingchanpinzhuanhuanchengtianmingrenyouxitiyandeyihuan。eryouxizhongteyoudecaokonggan，yezaizheiyikebeichuandidaolianminghuodongzhong。
“bashiyinandiyinan，ruixingfazhan。”youxiaofeizhepaiduigoumailianmingchanpinshi，rucigankai。
ciwai，yinduinanxingwanjiayouzhejigaodexiyinli，ruixingyu《heishenhua：wukong》delianming，youbeiwangyouxichengwei“yiwanshaonandemeng”。huoqulianmingchanpin，wanjiadeyishixiandehaijiangshimengxiangchengzhendechengjiuganyuzhongjiegan。
2、bawangchaji x zhengqinwen：shejiaojiangshang
zairuixingxiaoshouredubiaoshengdetongshi，bawangchajiyezhengzai“rangxiaofeizheshangtou”delushangkuangben。
8yue，zhengqinwenbaliduoguanhou，zhuanzhanmeiwangjixubisai。ersuizhezhengqinwendesaichangbiaoxianyicicishuapingshemei，bawangchajiyuzhengqinwenxiangguandehuatineirongyebeirelietaolun，ru“girls together”“wodemeiliyouwodingyi”“nvxingliliang”deng。qizhong，“wodemeiliyouwodingyi”weibohuatiyueduliangchao23yi。tongqi，bawangchajibaidusousuozhishumingxianpansheng。
zaijiangshangjizhifangmian，butongyuruixinglianming《heishenhua：wukong》zhuyaochufade“ziwojiangshang”，bawangchajihezuozhengqinwenchufadeshi“shejiaojiangshang”。
《shangyin》duishejiaojiangshangdejieshishi，getikewanghuodeshejiaolianjiegan，rangzijijuedebeijiena、beirentong、shouzhongshi、shouxiai。bingqiezheizhongxuqiujiangsuzaowomendejiazhiguan，jineryingxiangwomendexingweifangshi。
zaibawangchajifabudeyipianyizhengqinwenweianli《chagee,girls together》tuiwenxia，yiweiduzhejiangshulezijidegushi。taqinshoudapolezijidetiefanwan，zhengmianlinzheduiweilaideweizhi，yuzishendenengliduanban。
“suiranyijing35suile，danshiwojuedeyoushenmehaopadeni，renshengbujiushitupoyigegexiandingdezijima？xiwangwokeyiyizhixiangbubeikanhaodexiaoshanzhayiyang，huochubuyiyangdejingcai。”taxiedao。
bawangchajisuihoupinglun：“renshengmeiyoubiaozhundaan，weilaiyeyuanchayouhuochuzijidejingcai。”binggaozhishangshuduzhehuodechanpinfuli。
congshejiaojiangshangdejiaodukan，gaiduzhezheiduanshejiaojinglihuodejiangshangyoupinpaichanpin，yeyoubawangchajirutongrenkezhengqinwenyiyang，renkeduzhedexuanze。
duiyubawangchajieryan，jiangzishenzuoweiyizhongshejiaojiangshang，wanchengdebujinjinshichanpinzhiru，haiyoupinpaidebiaoqianhua，jimouzhongchengdushang，pinpaiyongyoulenvxingliliangdebiaoqian，daibiaoleduinvxingbuduantupoziwojingshenderenke。zheizhongrenkejiangyingxiangxiaofeizhedexiaofeixuanze。
chakanbawangchajiguowangyu《gq》、keepdengdelianminghuodongyijigeleiyingxiaohuodong，bunanfaxian，jiangchanpinhuopinpaizuoweishejiaojiangshangshiqiguanli。danqiyindaodeshejiaohuatiquebingbuguding，zhurushishang、yundong、jiankangshenghuofangshi……erzheizhongbuquedingxingjiuxiangyizhongwuxingdeliliang，buduantuidongxiaofeizheyicicixiangpinpaixunqiuxinderentong。
三、用品牌的主动换消费者的反复行动
1、dongfangshuyeruhecijixiaofeizhemaimaimai？
《shangyin》renwei，xiaofeizhedeshangyinxingweiconglaibuhuipingkongchansheng，pinpaiyaozhudongfachuzhaohuan、anshiyonghuxingdong，yejiushichufaxiaofeiyuwang。
dongfangshuyeruhechufaxiaofeiyuwang？congbeidiaokanwei“zuijialicaichanpin”dongfangshuyelongjingxinchadedazaoshangkelvekuiyier。
jinnian4yue，longjingxinchafashoudangtian，shoupi5wanxiangchanpinbeiqianggouyikong。4tianhou，dierpi5wanxiangchanpinshangjia1xiaoshijiushouqing。zaixianyushang，longjingxinchamuqianshoujiadadao25yuan/ping，gaoyuyuanjia8yuan/ping。
shijianbohuidao2022nian，wutangchashichanghaichuzaibaofaqianxi。mashangyingshujuxianshi，2022nian1yue，wutangjiyinchazaijiyinchazhongdeshichangfenewei16%，zaizhengtiyinliaozhongdeshichangfenezejinwei1%（2023nian12yue，wutangchazaijiyinchazhongdeshichangfeneshangshengdao32%，zaizhengtiyinliaozhongdeshichangfeneshangshengwei5%）。
wutangchashangweishengmingqueqide2022nian，dongfangshuyezhudongdapochenji，shoucituichuxiandingkuanlongjingxincha。
bishi，longjingchazaixiaofeizhexinzhongxianranyijingyouyidingderenzhi。zailongjingchazhong，mingqianlongjingyouqichuming。eryouyuxique，mingqianchaxianglaiyou“guirujin”deshuofa，yijintejimingqianlongjingjiagedongzeshangqianyuan。
nongfushanquangongzhonghaofabudeshoupianlongjingxinchatuiwenzhong，xiangxixushulechanpinsuoyongchayequanbushimingqiancaizhaidetejilongjing，qiangdiaoyaoyong3wanmeiyatoucainengzhicheng1jintejilongjingcha。
buzhiruci，zaidongfangshuyekanlai，longjingxinchahaidaibiaole“pingzhuangchadezhigaoshuizhunzhichengxinyi”，shiyipingxianjichuntiandecha，neng“bangnizhenzang2022niandechuntian”。
chanpinzhenguichengduyueranzhishang，dandingjiawei8yuan/ping。
duiyuxiaofeizheeryan，wutangchabingbuxique，dan8yuan1pingde“guirujin”“zhigaoshuizhun”“chuntian”keyuerbukeqiu。
“jiuxiangchangchangshenmeshiqiongjiangyulu。”xiaohongshushang，youxiaofeizhefenxianglezijiqianggoushidexintai。
nengzaiduanqineirangdaliangxiaofeizheweichanpinmaidan，fupandongfangshuyechufaxiaofeiyuwangdeguocheng，kefaxianyixiajidian：
yishidongfangshuyezaiwutangchashichangshangweixingchengzugoudeshengliangyurenzhishi，jiuzhudongtongguoxinpinyuxiaofeizhegoutong。
ershidongfangshuyeshanyujieshi，yongrenzhiduherenkedushuanggaodemingqianlongjing，bangzhupinpaichuangzaoxiaofeixuqiu，shengqushichangjiaoyuchengben。
sanshidongfangshuyefahuilepinpaishanzhangjianggushideyoushi，dakailexiaofeizheduiyuyipingyinliaodexiangxiang。“jiangnandechuntiandoubeiwoshoujinbingxiangla”leisichanpinpinglunbuzaishaoshu。
sishisuzaojiazhiyujiagejiandefanchaganyuxianliangxiaoshou，cijixiaofeiyuwang。
congbenzhishanglaijiang，dongfangshuyezhudonggoutongdetaidu，yushanyujieshi、fahuizishenyoushidenengli，shiqinenggoubawoxianji、chufaxiaofeiyuwangdeguanjian。erzheizhongtaidubuhuituranxiaoshi，nengliyekeyibeidongfangshuyefuyong。lirudongfangshuyechengmolihuachashi“keyiwendedaochuntiandecha”，heguihuawulongkeyichangxianghepengyou“gongchanjuan”。
jibianshilongjingxinchameinianyedounengjiangchuxingushi，yicongzuichu“zhenzang2022niandechuntian”gengxindaojinnian“zhenzang2024niandechuntian”。erxiaofeizheyecong2022nianqiangkong5000xianglongjingxincha，fazhandaojinnianqiangkong10wanxianglongjingxincha。
2、dongpengteyinruheweisijiquntidingzhi“shangyinliucheng”？
“dongpengteyinwaimianneicengtouminggaiziyoushenmeyong？”shishemeishangguangweiliuchuandewenti。
rentongrenshupoduodeyigedaanshi“jisijidanyanhui”。
dongpengteyinwuxingjianbapinpaihesijixingchengleyizhong“gudingdapei”。neime，dongpengteyinshiruhechengweisijidemorenxuanzede？
《shangyin》renwei，nenglishiyingxiangxiaofeizheshifouxingdongdeguanjianyinsu。xiangyaorangchanpinchengwei“yinpin”，qiyeyaojinkenengjiangdixiaofeizhegoumaijishiyongchanpindenandu，baokuojiangdizaijinqian、shijian、tili、naoli、tarenjieshoududengduogefangmiandenandu。
“leilekunle，dongpengteyin”，dangxiaofeizhejieshoudaozheijuguanggaoshi，youdongpengteyinshejibingzhudaode“shangyinliucheng”jiuyijingqidongle。
在广告投放方面，东鹏特饮热衷将广告投放在高德语音导航、高速大牌风暴、满帮app、货拉拉app、滴滴sijiduan。nengjieshoudaozheixieguanggaodeziranduoshizijiachezhuhuozhiyesiji。erdangtamenjieshoudaoguanggaoshi，jibendouchuzaijiashichangjingzhong。
zaiqudaoshentoufangmian，dongpengteyintongchangjiangchanpintoufangzaijiayouzhan、fuwuqu、wuliuyuan、zhuanyeshichang、jiaxiaodengchangsuodelingshoumendianzhong。zheixiemendianbujinfugailesijidebijingzhidi，haishentoudaolesijigaopinchuxianchangsuoyuzhangshijianjiashiluduan。dangsijijiashishileile、kunle、kele，jinrucileimendian，dongpengteyinchanpinjiuyoujihuichuxianzaixiaofeizhemianqian。
zaichanpindazaofangmian，dongpengteyinyutongleichanpinxingchengduibi。dangsijixiachejinrumendian，suonengkandaodeshi，xiangbitongweinengliangyinliao，shoujiadadao5yuan/250mldehongniu、5yuan/380mldelehu，4yuan/500mldedongpengteyinxianranzuodaolemei100mljiagegengdi。ruguochakanchanpindegongxiaochengfenjihanliang，hainengfaxianzaixiangtongdetishenxiaoguoxia，dongpengteyinyouzuodaolejiagegengdi。
dongpengteyinguanggaotoufangchangjing、chanpinliutongqudao、xiaofeichangjing，cunzaijiqiangdeguanlianxing。sijicongtingdaoguanggao、xiaofeiyuwangbeichufa，daoxiachewanchengchanpinxuanze、goumai，sihuaxianjie。zhenggexiaofeiguocheng，shijianduan、sudukuai、sijiwuxuguoduosikao、xiaohaodenaolijitilishaoshidianxingtezheng。
yejiushishuo，dongpengteyinbasijigoumaichanpindenandujiangdaolejidideshuiping。goumainandubugao，neime，goumaidongpengteyinyegengrongyichengweixiaofeizhederichangxingweixiguan。
fanyingzaixiaoshoubiaoxianshang，2023niandongpengteyinyingshoudadaobaiyiyuan，zaizhongguonengliangyinliaoshichanglianxusannian（2021nian—2023nian）xiaoshouliangdiyi。
xianran，zairangxiaofeizheshangyindedaolushang，nengzuodaosuishisuidichufaxiaofeiyuwangguranzhongyao，bitongxinggengnengjiangdixiaofeinandutongyangzhongyao。
四、让人沦陷的“养成系”品牌
《shangyin》suotichude“shangyinmoxing”，bingfeimeigefangmianquanbudouyouqiyewancheng。zaitourufangmian，dangxiaofeizheyuanyizhudongtouru，tongyangyehuicijizijishangyin。
《shangyin》renwei，xiaofeizheduishiwudetouruyueduo，jiuyueyoukenengrenweitayoujiazhi，yeyueyoukenenghezijiguoqudexingweibaochiyizhi。zuihou，xiaofeizhehuigaibianzijidexihaoyibimianfashengrenzhishidiao。
zheiyimuyijingzaiwahahashangyan。
jinnian2yuewahahazhanshangliuliangdianfengbeihou，shichuangshirenzongqinghoushishi，yulunxunsubaofa。mianhuai、huaijiuyuzhichiguohuodeshengyinjiaozhi，“zhichizonglao，zhichiwahaha”“tongniandeweidao”“liangxinguohuo”depinglunpumanshemeipingtai。
wahahachengliyu1987nian，bansuile80、90houdechengzhang。yejiushishuo，wahahabenshenchengzaile80、90houtongnianshiqideyibufenjiyi。chengnianhoudexiaofeizhe，zongshinanyibimiandihuainianershi，80、90houtongyangduiwahahatouruletongnianqinghuai。
tongnianqinghuaibingbushixiaofeizheduiwahahadequanbutouru。suizheshijianjixufazhan，rutongyangchengouxiangyiban，yangchengpinpai，chengweixiaofeizhedexinsuqiu。yuelaiyueduodexiaofeizhekaishiweiwahahatourugengduoshijian、jingliyuqinggantiyan，canyubingjianzhengpinpaidechengzhang。
bujinyouxiaofeizhefawenbiaoshiwahahachunjingshuikeyizuoweishiyanshiyongshui，zhengmingchanpinchunjingdu；haiyouxiaofeizhetixingpinpaijinxingchanpinbaozhuangshejishengji；bufenxiaofeizheshenzhizoufangxianxiashangchao，cuicumendianshangjiawahaha……
zheibingfeixiaofeizhezhudongjinxingtourudeguli。shijiantuihuidao2022nian，xiaofeizheyecengtourushijian、jingli、qingganyangchengbaixiang，weiqichengzhangchumouhuace。erbaixiangbujinjinglileyexingxiaofeilangchao，qiezailangchaotunquhou，yiranbaochilejiaogaodexiaoshouredu，tanghaohe、dalajiao、xiangcaimiandengchanpinxiangjichuquan。
五、结语
yigeshidaiyouyigeshidaide“yinpin”。
2023nian，maichu19yibeideruixing，yingshouchaoyuexingbakezhongguodadao249yiyuan，bingchengweizhongguoshichangdiyigepowandiandekafeiliansuopinpai。zhongguokafeishichang“yige”zhengshiyizhu。
tongnian，wutangchazaishichangguimoshangchaoyuetansuanyinliao，dongfangshuye、guozishuledengyipiwutangchasaidaozhongdepinpai，huodexiaofeizheqinglai。qizhong，yiniersenshujugusuan，2023niandongfangshuyeyichengweibaiyiyuandadanpin。
2024nian5yue，bawangchajichuangshirenzhangjunjiexuanbupinpai2023niangmvdadao108yiyuan，bingtichu2024nianpinpaixiaoshouejiangchaoyuexingbakezhongguo，tupo200yiyuan。
2024niandierjidu，kekoukelegongsizaihuaxiaoliangxiajiang，xingbakezhongguozaijinglilemendianxiachen、chanpinxianyanshen、tiyanchuangxinhou，yiranwufazuzhishouruxiajiang。
yigexianeryijiandeshishishi，cengjingzuihuode“yinpin”biandebuneimelingrenshangtou，zhuanxiangguanzhujiankang、guofeng、xingjiabidexiaofeizhemen，zhengzaibazhongguobentupinpaisongshang“yinpingaodi”。
参考来源：
[1]尼尔·埃亚尔、瑞安·胡佛，《上瘾：让用户养成使用习惯的四大产品逻辑》
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