With the arrival of the summer water drinking season, the water beverage market has also ushered in the most competitive moment, who can seize the mind in this "water war" will undoubtedly become the biggest winner this summer.
Recently, a RAP brainwashing single "Chinese Love Drinking Boiling Water" became popular on social media, this rap single released by Master Kong drinking boiling water and the four mentors in "Rap Dream Factory" @Bridge_bridge, @歐陽靖MCJin, @VaVa Mao Yanqi, and @早安没吃饱 not only aroused heated discussions in the hot search, but also broke through the walls and created a rap feast with the participation of the whole people.
So, in the context of such involution in the water beverage market, what kind of market layout strategy did Master Kong drink boiled water rely on to win this cognitive war and complete a textbook-level brand communication?
In the cognition of young consumers, the more "top" information is, the more favored it is. Some songs and memes will linger in your mind as long as you listen to them two or three times. Therefore, as long as brand communication has this "earworm"-like magic, it can cause phenomenal communication.
"I said open open open, get up early to drink boiled water"; "Open and open, drink boiling water and hi together"...... This series of repetitive golden sentences triggered by Master Kong's Divine Comedy drinking boiling water not only conveys the brand's new proposition of "Chinese love to drink boiled water", but also quickly goes out of the circle through the catchy lyrics that become more and more popular.
On the other hand, in the context of consumers paying more attention to emotional value, "Chinese Love to Drink Boiling Water" also provides an emotional outlet for young consumers through rap lyrics: "Negative emotions please go away, I want every happy now", "Open up, the beautiful boy who does not admit defeat, open the pattern, let the opponent get out of the way".
The lyrics not only carry the voice of young consumers about life, but also embed the genes that are good at capturing what young people think, and have become the starting point for Master Kong to drink boiled water to expand the consumption scene. For example, staying up late in the morning to drink boiled water, sweating to drink boiled water, always blowing air conditioning to drink boiled water, these rap content accurately occupies the famous scene of young people "drinking boiled water", and finally shouting out the advocate "Chinese love to drink boiled water", and calling on everyone to "drink boiled water" together, simple two sentences, but with strong directive, quickly set off a "love to drink boiled water" boom in the market.
It can be said that relying on rap, a form that young consumers like to see, Master Kong drank boiled water and quickly opened up a new brand posture with the brainwashing style of creating stalks and receiving stalks, and efficiently occupied the market mind in the consumer circle.
According to a survey conducted by the Social Survey Center of China Youth Daily, 88.6% of the young people surveyed prefer the national fashion style when consuming culture; 92.4% of the young people surveyed expect more and more elements of national fashion to appear. The favor of the national tide reflects the confidence and sense of identity of contemporary young people in traditional culture, and as young people become a new force in cultural inheritance, traditional culture is also being injected with new trendy power.
Drinking boiled water, as the traditional healthy drinking wisdom and habit of Chinese, is not only engraved into the DNA of Chinese people, but also has become a symbol of traditional Chinese culture. Therefore, Master Kong drinks boiling water "Chinese love to drink boiling water" RAP cover challenge the whole network once the national task is launched, the whole network follows the trend, co-creates, sings more reasons to drink boiled water, and the brand single has quickly become a symbol and carrier for all circles to express cultural confidence.
The mentors of the "Rap Dream Factory" program group and the contestants took the lead in "opening the microphone". They use different dialects and their own styles to create a communication magnetic field of "Chinese love to drink boiled water", pushing the topic to a wider social circle, forming a ripple effect.
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Inheriting the enthusiasm of the mentors, the popular players of "Rap DreamWorks" @ Infinite Firepower, @SASA Huang Yifan (anytime combat version), @大碗姐, and @陈泽希EmnChen also joined in, combined with their own personalities/experiences and other highly personal interpretations to speak for "Chinese love to drink boiled water", which not only highlights the young attitude, but also conveys the brand proposition.
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The addition of KOLs on social platforms has created a number of explosive content, making the cover style of "Chinese love to drink boiling water" more diverse. @爆胎草莓粥, @册那队长, @王澳楠EVE, @铁铁元, @药水哥, @奶茶小肥仔 and many other KOLs cleverly expand rap tricks, using different forms of content such as local dialects, national tide culture, and popular elements to bring the popularity of the national mission to the top.
With the continuous resonance of multiple platforms, the enthusiasm of young consumers is instantly ignited. Many netizens said that they were "too brainwashed", and they also created more personalized rap content based on the core theme of "Chinese love to drink boiled water", under the musical characteristics of RAP's free adaptation and cover, or used methods such as stalk and meme creation to make hot comments under the content, so that Master Kong's brand proposition of drinking boiled water can penetrate different circles and trigger new trends. Up to now, the #Chinese love to drink boiling water topic has been participated by 9900+ users, and the number of views is as high as 3500W+ times.
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In this national mission, Master Kong drank boiled water to rap the pop culture and the water drinking culture of the Chinese that the brand has always adhered to, grafted it into the core of various cultures such as national tide and national style, and while rejuvenating cultural confidence, it was also bound to young consumers and won wide recognition.
With the upgrading of consumption structure, the beverage industry as a whole is showing a growth trend, and the market expects that the scale of the industry will exceed 1.3 trillion yuan in 2024, and the consumption growth rate will reach 4 times that of the overall beverage and food industry. However, the expansion of the market scale has intensified the competition in the category track, and has put forward higher requirements for the brand's consumer communication. It can be said that the battle for the water market is a mental war and communication war.
However, the underlying logic of this battle is still the resonance between creating products and consumption. This time, Master Kong Drinking Boiled Water put forward a new brand proposition "Chinese love to drink boiled water", which is an insight into the "drinking water" is not only the drinking habits preferred by the whole people, but also the cultural confidence label of the Chinese, written in the body's genes and integrated into the national bloodline. Therefore, "Chinese love to drink boiled water" has laid the foundation for cultural communication and emotional connection with young consumers to a certain extent.
In addition, the product characteristics of Master Kong's gentle and sweet drinking water also fully respond to the most fundamental needs of young consumers for drinking water health. It continues to carry forward the wisdom of traditional Chinese drinking water with modern technology, using natural coconut shell activated carbon and nano-scale double filtration, and boiling at high temperature, bringing gentle, safe and sweet high-quality cooked water to a healthy young generation, so that consumers can drink boiled water anytime and anywhere.
Closely following the changing rhythm of the water and beverage market and catering to the consumption needs of young people, Master Kong Drinking Boiled Water insists on stepping out of its own differentiation in the current category track, and constructs a "brand proposition" and content that meets the preferences of young people. It is not difficult to foresee that in the future, this brand, which has always spoken to young people, will continue to inherit the Chinese wisdom and drinking water culture of "drinking boiled water", and perform more exciting, which is worth our continued expectation.