The common sentiments of the post-80s and post-90s generations are always inseparable from these snacks: fruit dan peel, spicy strips, white rabbit, figs...... The flavor of these memories seems to have begun to fade away with the passage of time, and the happiness of five cents in childhood seems to be getting farther and farther away.
But in recent years, there has been such a wave of nostalgic snack shops in shopping malls, and the retro decoration in the store will really instantly drag people back to that simple childhood, but although these snacks in memory still retain the taste of the past, the price is no longer the price of the year.
These snacks that used to be one or five cents now cost ten yuan and seven pieces in the store, and the unit price has more than doubled. "A little expensive" has become the label of these childhood snacks, which can't help but make people start to suspect that these childhood snacks are just harvesting people's wallets under the banner of "feelings", right?
01.
Snacks are also nostalgic and retro
Although there are a variety of snacks on the market today, and new styles of snacks appear in the eyes of consumers almost every once in a while, these snacks from snacks to large snacks always occupy a special position in the hearts of consumers.
Some businesses are keenly aware of consumers' nostalgia for these childhood snacks, so more and more nostalgic snack shops have gradually appeared offline, from the store decoration to the store signboard to the goods in the store. What three years of the second class snack shop, Tianqiao Lao Li Department Store, childhood taste and other signboards at a glance are enough to attract the attention of consumers, when walking into the store, the warm yellow lights, the slogan of the times and the familiar snacks really make people instantly return to their childhood.
Many young people can't help but go in and pick up some snacks when they see this snack shop, and bring a few toys full of childlike fun, such as their favorite slingshots and sandbags when they were young. A few simple snacks plus childhood toys can be calculated as less than twenty or thirty yuan, and even forty or fifty yuan or more.
Anyway, the snacks in the bag still taste like they remember, but the price is not as cheap as it used to be, and in the end, these snacks always feel like they have changed their taste.
02.
A new marketing strategy?
In addition to the emergence of nostalgic snacks, I believe that many consumers have also found that many snack brands have also begun to focus on nostalgic taste when promoting. For example, Weilong Spicy Strips, Wangzi Milk, Lulu and other brands are all working hard to awaken consumers' childhood memories, and it seems that the target consumers of these old brands are still such a group of people, but this wave of people has grown up, from the previous temptation from taste to now from the temptation of feelings.
Nostalgia has also become a common marketing strategy for many snack brands, and it is not difficult to see slogans such as "The taste of childhood is back!" and "The cookies shared with the table in elementary school must have these!" on the Internet.
But for consumers, it is not a big problem to use feelings as a selling point, the problem is that the once cheap childhood snacks have been transformed into a lot of price increases, which is unacceptable. For example, when I was a child, my favorite spicy strips cost five cents a pack, but now Weilong's spicy strips cost five yuan a pack, and the unit price is even more expensive than pork after the price skyrockets, and many netizens even complain that even Weilong can't afford to eat it now.
Using feelings as a selling point, using nostalgia as a gimmick, and only using consumers' thoughts as a marketing tool, such a means is unacceptable to consumers.
03.
Feelings can't be eaten
Today's nostalgic snack shops are very common, and there are even a number of such snack shops in some Internet celebrity commercial streets, and gradually homogenization has become the biggest problem faced by these snack shops.
Similarly, many brands that have not actively upgraded their products over the years and only cared about marketing feelings have gradually begun to lose the hearts of consumers, after all, the card of feelings is always played indiscriminately, which will only make consumers feel bored.
In fact, whether it is a nostalgic snack shop or an old snack brand, simply using feelings to attract consumers will always disappear from the sight of consumers in the end, and if you want to develop for a long time, in the final analysis, you must take feelings as an auxiliary point, focusing on good quality and low price, so as to grasp the traffic and the hearts of consumers at the same time.
Resources:
1. "How far can you go with the "nostalgic snacks" harvested by feelings?", Mirror View Terrace
2. "Those childhood snacks that are still alive are now in a "midlife crisis"", New Weekly
3. "Childhood snacks of the post-90s, no one wants to eat them", New Weekly
· Some of the pictures in the article are from the Internet, and the copyright belongs to the original author