---
title: "Rediscovering Social and Leisure Attributes: Beer Should Learn from Crayfish!"
description: "As summer approaches, crayfish has become the undisputed king of late-night snacks, not only because of its delicious taste but also because it naturally encourages social interaction. Beer, on the other hand, has yet to fully tap into its social potential, and the rise of craft beer presents an opportunity to enhance its appeal."
author: "方刚"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2018-05-11"
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# Rediscovering Social and Leisure Attributes: Beer Should Learn from Crayfish!

> As summer approaches, crayfish has become the undisputed king of late-night snacks, not only because of its delicious taste but also because it naturally encourages social interaction. Beer, on the other hand, has yet to fully tap into its social potential, and the rise of craft beer presents an opportunity to enhance its appeal.

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The summer of 2018 quietly arrived, leaving no secrets behind, but it made crayfish, the undisputed king of late-night snacks, irresistibly charming.
Jiang Xiaobai, a brand that emphasizes social interaction, has a famous saying: "The person in your phone is already sitting across from you, why are you still looking at your phone?"
It is precisely because when eating crayfish, you must put down everything in your hands, so crayfish inherently carries social attributes.
The price of crayfish has also been rising, making it a luxury in the late-night snack world. As the popular online series of images goes: "Eat one less jin of crayfish, and you'll be one step closer to your dream."
01
**Popularity Comes from Recognition and Dissemination**
Crayfish's social attributes are not just because eating it prevents you from using your phone; rather, it is the phone that has driven crayfish's popularity.
From a sensory perspective, crayfish with its stunning visual appeal, under different cooking methods, emits various aromas. The bright red color stimulates the appetite, and there is always a crayfish preparation that you can't resist.
Besides being visually appealing, whether it's an exquisite presentation or enjoying it alone at home, crayfish also encourages diners to actively take photos and share, making the act of eating crayfish a ritual.
With its unique eating method and perfect social attributes, crayfish has become the new focus of gatherings. Imagine taking friends to a restaurant, showing off your quick shell-peeling skills while wearing gloves, and teaching them tips for eating crayfish. This interactive "teaching" and "immersive" dining experience makes interpersonal communication full of pleasure and participation.
The above process satisfies young people's demand for crayfish that is "not only delicious but also shareable."
02
**There is a Scene Called Late-Night Snack Culture**
If coffee and tea keep people socially alert during the day, then crayfish keeps them socially focused at night.
Especially in economically developed areas, the spending power and consumption habits of office workers indirectly affect the richness of local nightlife.
In creating the specific scene of late-night snack culture, crayfish seems to instantly defeat all high-tech social products, making it highly exclusive. The barrier is so strong that you can't use WeChat, Weibo, Momo, or Tantan.
The core of late-night snack culture is not just eating, but also the exchange of emotions and life information. While eating crayfish, the only thing you can do is talk.
Sometimes even beer can't solve this, but crayfish can.
03
**Beer + Crayfish = The Best Couple**
Korean dramas have made "beer and fried chicken" a standard for winter and love. In people's fixed thinking, crayfish and beer have also become the standard for midsummer and hormones.
Crayfish and beer share an inseparable bond:
They have many commonalities and highly overlapping main consumer groups:
The main consumers of beer are aged 20-50.
The main consumers of crayfish are aged 20-40.
They have highly overlapping regional coverage:
Beer production distribution
Crayfish restaurant distribution
They share a common tasting process. From a sensory perspective, beer is also about appearance (body color, foam, lacing, etc.), and under different brewing processes, it has different aromas (fruity, estery, toffee, etc.). Different body colors and aromas mean there is always a beer that suits your taste.
They share common social attributes. Besides the well-known beer cultures of Germany, Belgium, and the UK, even in Prague in the early 1970s, as depicted in the 2016 Czech film "I, Olga," despite hardship and lack of freedom, street beer halls were preserved, where people could drink, relax, interact, and exchange news.
04
**Beer's Social Attributes Have Not Been Fully Exploited**
The traditional habit in Chinese dining is the integration of eating and drinking: eating is for the body (to fill the stomach), and drinking is for the soul (leisure).
Crayfish, skewers, duck necks, clams, and even peanuts and edamame... these are not for solving hunger but for satisfying cravings after being full.
Craving is one of the elements of leisure. Leisure is not about being full but about satisfying cravings.
For example, China's total pork consumption has declined for three consecutive years, falling to 54.87 million tons, a decrease of 4%. Per capita pork consumption also dropped from 41.9 kg in 2014 to 39.76 kg. That's why Shuanghui claims to be in the leisure food industry.
Beer, as a natural social tool, is currently homogenized and lacks style, unable to become social currency. It can only be drunk straight, becoming an awkward supporting role, making beer choices narrow.
This brings an opportunity for the development of craft beer, which fully fits the tasting process described earlier.
05
**Leisure is a Product Attribute, Social is a Communication Attribute**
The origin of social attributes is popularity; popularity is fashion, and fashion is top-down. Popularity is traffic, coming from recognition and dissemination.
Good social interaction is initiated by products, from niche recognition to mass acceptance. As teacher Liu Chunxiong said: "It starts from a niche, first ignites through dissemination, and harvests from the masses." This is the way fashion spreads, the way niche cultures and products move toward the mainstream.
Apart from product strength, does it have the potential to be a hit? Strong demand, high cost-performance, and marketing highlights—these are the three traits a hit product needs.
Crayfish's peak season roughly coincides with beer's peak season. Whether for homebodies or those who love gatherings and socializing, crayfish with its social attributes only becomes truly social when accompanied by a long conversation. Crayfish is a solution for long-duration social scenes, and pairing it with ice-cold beer is the ultimate solution.
Final statement: No crayfish, no socializing! No beer, no summer!
Source: New Beer
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