After replacing the cup in the logo picture with a bottle last time, it has recently been out of the circle because of the logo.
The reason is that a netizen was very interested , and filled up a full-body photo for the big head in the HEYTEA logo, and drew a cute little belly. It doesn't matter if you don't draw it. One painting just hits the sore spot of the milk tea family. Every day you want to lose weight, and you feel uncomfortable without drinking milk tea all day.
Comparison between HEYTEA's whole body map and the original logo
Netizens have been discussing in the comment area: "Finally I know why Xicha didn't post a full-body photo!", "It's very well drawn, don't draw it next time", " Give me an explanation why it violated my portrait. Quan", in one fell swoop sent whole body map# to the hot search.
HEYTEA whole body picture Weibo comment area
This time the official can't sit still, so he went off to refute the rumors and released a full body photo. Compared with the belly photo, Mr. TOP, who was drinking milk tea while typing, felt that this one looked more polite.
HEYTEA Official Weibo
In addition, in order to mobilize the audience's enthusiasm for participation, HEYTEA also specially launched a lower body creation activity, and sent a stored-value card to the top 10 likes.
HEYTEA Official Weibo
Netizens who are "full of creative talents" can be regarded as useful. On the basis of the original logo, they have opened their minds and combined with life scenes to develop their imaginations: drinking milk tea while walking the dog, drinking milk tea without forgetting fitness and games A must-have snack companion, back to ancient times to drink milk tea... This originally ordinary logo can be regarded as being revamped by everyone.
Netizen transformation map
In the end, this event, which was spontaneously produced by netizens and ended in person by the official, gained 410 million views and 390 million discussions, which even far exceeded some high-value promotion activities. It can be said that it was a success with low cost in exchange for high exposure Marketing.
1. The rise of Generation Z, the era of user co-creation is coming
In fact, this phenomenon has not been uncommon in recent years.
With the increasing proportion of the population represented by the post-95s and 00s, Generation Z has gradually become the main force in the Chinese consumer market. They have lived on TV and the Internet since childhood, and absorbed more information from the outside world. Compared with the middle-aged and elderly generation, Generation Z has more distinct personalities, unique preferences, and their own opinions. Therefore, for brands, passive cramming advertisements in the past have been unable to truly meet the personalized psychological needs of current consumers. Only by truly understanding the characteristics of consumers and playing with consumers can we better grasp the hearts of Gen Z consumers. .
In other words, the era of user co-creation is coming.
In TOP Jun's view, user co-creation can be roughly divided into two categories, one is product co-creation between brands and users, and the other is UGC brand content co-creation, taking HEYTEA as an example.
When it comes to product co-creation between telemarketing list brands and users, the liquor brand Jiang Xiaobai must be familiar to everyone. At the beginning of 2018, the drinking method of "Sprite Mixed River Xiaobai" unexpectedly became popular on major social platforms such as Douyin and Weibo. Nice name - Lover's Tears.
For a time, the popularity of the topic skyrocketed, and related videos received tens of millions of views on the platform. Some netizens even went to the official Weibo to leave a message to ask for a joint name.
So in 2019, Jiang Xiaobai and Sprite came together to co -brand. This wave of co-branding shifted the role of users from the role of consumers to the role of producers, which invisibly narrowed the distance with users and improved brand favorability.
Jiang Xiaobai × Sprite co-branded product
In addition, another new form of product co-creation can be seen in a concept "C2M (Customer Direct Manufacturing)" that has emerged in recent years.
C2M, also known as short-circuit economy, simply means that consumers go directly to the factory, and the factory directly designs, purchases, produces, and manufactures according to the individual needs of consumers, so that products can be sold to consumers at low prices.
Maybe you still don’t understand it here, so you must have heard of Taobao Special Edition (hereinafter referred to as Taote).
Taote is an application created by Alibaba telemarketing list according to the "C2M" strategy. Most of the products it sells directly come from manufacturers. It accepts a large amount of consumer data from the Taobao platform. The factory adopts a reverse customization strategy and only produces what consumers need . On the one hand, it is conducive to the rapid elimination of inventory, and on the other
User co-creation is indeed a rising trend in the consumption upgrade, allowing brands to innovate based on real user input. Just like geckodriver helps automate browsers for seamless testing, co-creation enhances products through continuous user engagement.