Shanghai netizens bought this drink as ＂the hottest this summer＂, and the sales volume was actually higher than that of Coke
What is the most popular drink among Shanghai residents this summer? Which restaurants are the most popular when you go out to eat? Not Internet celebrities, not rookies, but many "old faces" and "time-honored brands". According to the results of online buying and auditions released by some Internet platforms recently, affordable food and catering are still the favorites of the market.
?
The Shanghainese drank 4 million bottle of salt soda
?
"I never expected that salt soda water is so popular in Shanghai, and its sales are higher than Coke." Li Yao is the person in charge of the operation of Tmall Supermarket in East China. Choosing the right goods for the supermarket is one of her daily jobs. Since entering the summer, she has found that salt soda water has quietly become popular on the platform, selling 5 million bottles in half a month, more than Coke, and becoming the sales champion of carbonated beverages; what surprises her even more is that, "After pulling the background data, I found that 80% of them were bought by Shanghai netizens."
?
"My parents are both employees of state-owned enterprises. When I was a child, every summer, there was salt soda water in the high-temperature benefits issued by the factory. At first, it was produced by the factory and filled in beer bottles, and then bottled, ‘Yanzhong’ brand." Liu Cheng is a "Shanghai boy" born in the 1980s. He still remembers the old taste of summer, and he found that the old taste of salt soda water has not disappeared these years, but has a new taste: "Now there are lemon flavors, cherry flavors… They are all sold online. When I buy it, I not only drink it myself, but my four-year-old son also likes to drink it. My parents feel very nostalgic."
?
Liu Cheng said that some time ago, Bright Ice Bricks and Popsicles attracted a lot of attention, and some people felt that they couldn’t buy them, but he felt that many time-honored brands were available on the Internet, so it was still very convenient to buy them. Moreover, the Internet’s role in the dissemination of time-honored brands and old products was also obvious: "I think the Internet has a great influence on time-honored brands. A few days ago, I saw that the post-95s in the office were also drinking salt soda water. When I asked, I said it was an’Internet celebrity ‘drink, because there was a line in the online drama" Love Apartment "called’I’ll spray you to death with a mouthful of salt soda water’, and they also knew it."
?
Online platforms find opportunities in affordable foods such as salt soda and bright cold drinks. Chen Zhengmin, a staff member of Tmall Supermarket, believes that the most important thing for a platform to gain consumer recognition is to provide the products they want. From the recent hot-selling salt soda and affordable cold drinks, it can be seen that the market appeal of old products and time-honored brands is still very strong, which requires us to do what we like.
?
Li Yao sees opportunities for old products and time-honored brands in new markets: "In fact, as long as many products are properly promoted, many young people will pay for them. For example, salt soda, in addition to the nostalgic consumers who will buy it, many young people also find that this drink is especially suitable for replenishing trace elements lost by sweating. It is the Chinese version of a sports drink, so in addition to quenching thirst in midsummer, it is also suitable for sports people such as running and playing ball. At the same time, the average age of consumers in Tmall supermarket is 5 years younger than that of offline stores, which means that old products and time-honored brands can explore the taste of new markets online." She also revealed that in order to "reverse the growth" of old products and time-honored brands, Tmall has also launched the "Tianzihao" plan. In addition to Yanzhong, Zhengguanghe, Guangming and other time-honored brands that have recently attracted much attention, there are also more than 30 Shanghai time-honored brands such as Shen Dacheng, Xinghualou, Gongdelin, Xinya, Dabai Rabbit, and Shao Wansheng, which have settled in and actively interact with consumers through various activities.
?
Affordable snacks are a "must-eat in Shanghai"
?
Xiao Long Bao, Fried Scallion, Noodles Mixed with Scallion Oil, White Chicken, Braised Pork, Sweet and Sour Steak, Oil-fried Shrimp, Pickled Button Fresh, Hairy Crab… These were the must-eat meals in Shanghai in the eyes of netizens, and local snacks and home-cooked dishes accounted for the vast majority. Looking at the "Shanghai Must-Eat" restaurants that netizens "auditioned", there were many roadside shops with a per capita price of only a few dozen yuan, and the signature dishes were precisely these local snacks or home-cooked dishes.
?
Just as Tmall "discovered" Shanghai’s Internet celebrity drinks and cold drinks, Dianping invited netizens to audition for "must-eat" dishes and restaurants around the world, and released the city’s must-eat list. From the Shanghai list, it is seen that the flavors and reasonable prices are the common denominators of the listed dishes and restaurants.
?
Huang Hai, senior vice president of Meituan Dianping, said that the purpose of launching the "Dianping Must-Eat List" is to actively explore the special cuisine of all parts of the country, so this list is mainly judged by netizens, rather than professional institutions or industry experts, hoping to use consumers’ eyes to choose their favorite restaurants. This year, the list also proposed the concept of "must-eat dishes in the city" for the first time, hoping to help the inheritance and development of local food culture.
?
"The selection of’must-eat restaurants in the city ‘is based on the online search volume and review volume of dishes in the city, and the final list is determined by the votes of local users. At the same time, for those’must-eat restaurants’, the weighted item of whether there is a’local must-eat ‘has also been added." Huang Hai said: "Although restaurants now promote cross-regional and integrated cuisine, we feel that in terms of’must-eat restaurants in the city’, we still need to restore the local taste, so we need to consider the preferences of local consumers."
?
Judging from the "Shanghai must-eat meals" and "must-eat restaurants" selected by netizens, the Shanghai-style region is full of characteristics: in terms of meals, they are all familiar specialties and dishes in Shanghai; in the restaurants, there are both local time-honored brands in Shanghai and Shanghai-style fusion dishes. Specifically, there are 91 restaurants in Shanghai selected for the "must-eat list", with an average unit price of 171 yuan. Among them, there are local noodle restaurants with a per capita consumption of less than 20 yuan, crab noodle soup dumpling restaurants with a per capita consumption of less than 100 yuan, but there are also fusion restaurants with a per capita consumption of more than 400 yuan. But overall, nearly 40% of the "must-eat restaurants" are authentic local restaurants, and the rest are mainly fusion dishes.
?
For the two lists of "must-eat meals" and "must-eat restaurants", many consumers feel that they are more down-to-earth than those selected by professional organizations. "A big feature is the high cost performance." White-collar Yu Mo boasted of being a "customer", and she carefully compared this list with the lists made by some professional organizations: "The per capita price is much lower. In the end, it is eaten by netizens themselves, and the price is relatively moderate. Everyone has the opportunity to try it. At least I plan to eat it according to this list."
?
"For business operators, it is also an inspiration – the market needs’sunshine and white snow ‘, but’Xialiba people’ are also very popular." Mr. Qi, a restaurant practitioner, believes that both the online audition list and the professional organization list have reference value: the former reflects the mass base, while the latter comes from the professional "tongue": "After all, it is impossible for every company to reach the three Michelin stars standard, so the easiest way to gain popularity is to see what ordinary people like."