A niche drink, which actually sells better than Coke, is the birch sap in the Northeast an IQ tax?
The birch tree, like a noble and elegant lady raised in the deep boudoir, has been fragrant in the mansion of the Northeast.
There are many netizens who first know birch sap, probably in the novel "The Right Bank of the Ergun River", which describes the ethnic customs of the Northeast Evenki, recommended by Dong Yuhui.
The characters in the novel, when the snow first melts every spring, use a hunting knife to cut a hole in the bark of a birch tree, and then insert a hollow straw stick into the hole.
When the pure and transparent sweet liquid flows out of the straw stick, the lively and mischievous Evenki child will suck the liquid directly from the straw stick with his mouth.
When you have drunk enough, let the liquid from the straw stick flow into a bucket made of birch bark under the tree.
Fresh birch sap is not only sweet in taste, but also has nourishing and health benefits due to its rich nutrients. But such a good thing is also a particularly rare and limited resource.
Because a birch tree can only be harvested once every three years, each manual collection can only be done in the spring before the birch tree sprouts, and its collection period is only about two weeks.
In order to ensure that the birch sap drained into the container is fresh and pollution-free, it must be drunk or freshened for about 6 hours.
Therefore, even the locals of Northeast China cherish this gift of nature very much and regard it as a gyokuro elixir.
When many readers read the novel "The Right Bank of the Ergun River", in addition to being fascinated by this precious tree sap, they probably did not expect that this birch sap produced in the deep mountains and old forests of Northeast China would repeatedly tempt our taste buds and stomach on online shopping platforms, greatly disturbing their lives.
Because since the beginning of this spring, there are a large number of birch sap products on many online shopping platforms, which are positioned as Rolls-Royce car owners' drinks, liquid gold, life essence and so on.
According to the excited anchor in the live broadcast room, drinking birch sap drinks, the elderly can improve human immunity, health and longevity, ladies can beautify and delay aging, and people who often go out to socialize can quickly relieve the symptoms of drunkenness.
Even friends who like to work iron can quickly recover their strength after sweating, and people who often stay up late and work overtime can be refreshed after drinking, etc.
It is precisely because of the above-mentioned benefits that birch sap products also have a major social function for Chinese people who are particularly particular about interpersonal relationships - gift-giving.
Sending birch juice to elders or superiors is to send health, which is high-end and high-grade.
But then again, is the birch sap that has been described as so miraculous?
01.
Now, if you open your browser and search for "birch sap", many web pages or videos will pop up detailing the miraculous effects of birch sap.
What is "the world's recognized nutrient-rich physiological active water";
What is "rich in more than 20 kinds of amino acids and inorganic elements needed by the human body";
what fructose, polysaccharides and reducing sugars;
What vitamins, biotin, minerals.
……
It seems that it has all of the above-mentioned substances that are beneficial to the human body.
The key is that these web pages or videos, in addition to the grass articles or videos of businesses, many of them are also from the national mainstream media.
Because of this, the pharmaceutical industry, food and drinking industry, health care product industry, and cosmetics industry all regard birch sap as a darling, and actively develop products using birch sap as raw materials to attract more consumers to pay.
Seeing this, people who are keen on health care or beauty or want to give gifts are almost not tempted, and the urge to buy has been uncontrollable.
So you open a video platform, as long as you type in the word birch sap, many videos of selling birch sap products will pop up.
In addition to the streamer's enthusiastic introduction to the benefits of the product, the bottom of the screen also indicates how many tens of thousands of pieces have been sold, how many people are snapping up to buy them, and so on.
At this time, your desire to buy is already very strong, but the remaining trace of reason still makes you decide to shop around, this comparison you will find, although the merchants are known as the Northeast authentic products, all known as 0 fat, 0 calories 0 additive, but also what small molecule water,
But the price difference is particularly large.
The expensive brand is a glass bottle of about 300 ml, which is sold for about 20 yuan.
If you buy the whole box, it will be nearly ten yuan.
So some netizens joked while drinking: I drank nearly 10 yuan in this big gulp, and I only drank three or two sips of a bottle.
Some products are packaged in plastic bottles, and a bottle is only sold for 9.9 yuan, and some products are 8 cans and only cost 13.8 yuan for a bottle.
Oh my God, that's a lot worse, isn't it? Is the water in the birch sap industry so deep?
If you look carefully at the packaging, you will find that there are birch sap written on the product, birch water written on it, and there is a big vertical version of "birch sap" under the four characters, and the horizontal version of the very small words "flavored soda" are written.
This soda contains only 2.5% birch sap.
The cake is getting bigger and bigger, and sure enough, everyone wants to cut it.
02.
It's easy to understand why birch sap is so expensive.
Because they are precious and scarce, and can only be collected manually, the collected raw materials must be transported to the processing plant as soon as possible.
According to media reports, in Russia or other European countries, birch sap is also sold at a particularly high price.
And birch water and birch sap flavored soda, of course, can't be compared with birch sap.
But the question is, is even birch sap really that irreplaceable?
There are some video influencers who believe that 99% of the composition of birch sap is water.
There is also 1%, which is indeed some nutrients, but these nutrients are not only found in birch sap, but also in the vegetables and meat we usually eat.
Therefore, there is no need for ordinary consumers to buy expensive birch juice.
As for the various types of birch sap drinks on the market, many of them are porcelain, and they are blatantly touched, which is nothing more than rubbing the heat.
There are also many netizens who bluntly said in the comment area: "The whole country is buying this product, how much birch sap is there for you to collect!" ”
The implication is obvious, there are so many birch products on the market, it is impossible for all of them to be true, and many people may have paid the IQ tax.
However, some consumers who have already purchased it said that they drank alcohol almost every day, and after a hangover, they drank a bottle of birch sap, and after half an hour, the symptoms of dizziness and vomiting were indeed alleviated.
Nowadays, many netizens question the efficacy of birch sap, and this consumer who has drunk many birch sap can't tell whether the alleviation of his hangover symptoms is effective or psychologically suggestive.
However, there are also some consumers who believe that birch sap products are not as delicious as advertised, with a sour taste and astringency, and the key is that they are not comfortable drinking it.
At this time, merchants or some self-media came out to explain that no matter how good anything is, some people will have allergic reactions, so it is necessary to try to drink it in moderation at the beginning.
The money has already made you money, and you have to let you say all the good things when you co-author?
Almost.
03.
Now let's take a look at how the birch sap became popular.
It is a fact that birch trees grow in the Greater and Lesser Khing'an Mountains in the northeast, and it is a fact that they can collect sap from birch trees in spring.
And the history of the locals in the Northeast drinking fresh birch sap is also a long time ago.
However, for so many years, birch sap has been a native product of Northeast China because of its scarcity and inability to exist for a long time, and people in other parts of the country have almost never heard of it.
Now, relying on the role of the Internet and the dissemination of the novel "The Right Bank of the Ergun River" written by Chi Zijian, a writer from Northeast China, it has gradually become known to the people of the whole country.
Take the head producer [Lin Yuanchun] who sells birch sap as an example, this brand was established as early as 2007, and it has been selling birch sap products for more than ten years, but it has not gone out of the Northeast.
By 2022, Lin Yuanchun's monthly sales on the Douyin platform will be less than 1 million yuan.
By 2023, although the monthly sales have risen and fluctuated in the range of 1 million to 2 million yuan, they are still in a very niche stage that has not yet broken the circle.
However, from March to June 24, the sales of Lin Yuanchun's products in four months were as high as 96.07 million yuan, a year-on-year increase of 834.8%.
Lin Yuanchun's explosion has also driven brands such as Jiahua, Zhongzhi, and Lengji in the same industry, making the performance of the entire industry explode.
As soon as a discerning person looks at this posture, he knows that this is a big investment.
Evidence of casting is not difficult to find.
According to the data of Cicada Mother, for a long time, the number of Internet experts who pay attention to birch sap has been stable at more than 100.
But since March this year, it has soared to more than 1,000, and by May, it had risen to more than 2,000.
With the increase in the number of related influencers, products with birch sap labels have also become popular.
As the industry leader, Lin Yuanchun occupies 65%~70% of the market share.
Its sales ranked among the top 1 in the Douyin beverage category in April this year, successfully leaving behind well-known brands such as Huiyuan juice, Oriental Leaf, and Coca-Cola.
Not only is it the leader on Douyin, but also on the WeChat video account, Lin Yuanchun's total merchandise transaction volume has also reached a record of 5 million yuan in a single month.
On its Tmall flagship store, sales are also booming, with more than 40,000 pieces of birch sap sold.
04.
So, why can the birch sap, which has been growing in the deep boudoir of the Northeast, catch fire this year?
In addition to the frenzied streaming of merchants, it should also be attributed to the fact that they have captured the pain points of consumers.
Talk about health and health for the elderly, beauty and anti-aging for women, talk about full blood resurrection for people who stay up late and work overtime plus fight for wine to get orders, plus give gifts to give healthy and high-end health care products.
Therefore, the masters of commodity marketing are all people who are well versed in human nature and firmly grasp the seven inches of each type of people.
In fact, in the health drink industry, such a drama will be staged every once in a while.
For example, in the 90s of the last century, the popular Sanzhu oral liquid, in fact, is a very ordinary taste of sweet and sour health care products, its main raw materials are soybean germ and white sugar, but under the strong marketing propaganda of its manufacturer, it seems to have become the gospel of all mankind.
At that time, in addition to inserting advertisements for Sanzhu oral liquid in the form of interviews in the prime-time TV dramas of various TV stations, manufacturers also sank brainwashing propaganda to the grassroots level.
At that time, even in the extremely remote mountain villages, on the gables of the farmers' houses on the streets, and on the telephone poles outside the village, advertisements for three oral liquids were all painted.
Under powerful brainwashing propaganda, people are indoctrinated with the idea that:
For people suffering from chronic diseases such as gastritis and diabetes for a long time, the three strains of oral liquid are effective;
For patients with major surgeries and tumors, the three oral solutions are effective;
For the elderly with low immunity and three highs, the three strains of oral liquid are effective;
For children with loss of appetite and developmental delay, three strains of oral liquid are effective;
For women with gray complexion and long-term insomnia, three oral liquids are effective......
In short, as long as you have a three-strain oral liquid in hand, it seems to be able to solve all the problems of all people.
Relying on such public opinion publicity, the revenue of Sanzhu Oral Liquid exceeded 8 billion in 1996.
8 billion, even today, this is a large number, let alone under the price system in 1996.
The next step into the footsteps of the three oral liquids is the launch of Brain Platinum in 1999.
Brain platinum was originally a sleep aid for the elderly, but it created a classic advertising slogan: "There will be no gifts for the Chinese New Year this year, only brain platinum will be accepted for gifts." ”
When it comes to gift-giving, it has a relationship with every Chinese.
This advertising slogan was repeatedly broadcast on the TV station around the Spring Festival in 2000 by the image of a cartoon old couple in dance, although the duration was only 10 seconds, but it was fresh and eye-catching, catchy, and suddenly became popular all over the country.
In 2000 alone, it created a miracle of sales of 1.3 billion.
In September 2003, the monthly sales of brain platinum exceeded 100 million.
Since then, for more than ten years, Brain Platinum has been firmly in the first place in the sales of single products in the health care product industry.
Now, when we look back at the three strains of oral liquid or brain platinum oral liquid, we have to admit that although these health products have certain health care effects, they are far from being as magical as advertised, and most people have followed the trend and paid the IQ tax.
Now let's look back and look at the products of birch sap, birch sap is indeed a precious and rare product, and it does have a good health care function for the human body.
However, in today's era when the lineup of self-media is unprecedentedly strong, and a head IP is enough to create a phenomenal product, in the era when professional marketing teams are deliberately trying to pay for consumers' pockets, how can expensive birch sap escape the marketing of packaging to the extreme, and how can the vast majority of people drink real birch sap?
Therefore, birch sap is definitely a good thing, and expensive and rare good things pay attention to ordinary people, so we buy birch sap products, and most of them pay IQ tax to merchants.
In the days to come, money is destined to become more and more difficult to earn, and we ordinary people still have to keep our eyes open.
Author: Liu'an Flower Tea
Edit: Old Road
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