Master Kong is recently launching a "Confession Bottle" with three series, and consumers who buy all three series can piece together a confession phrase. Similar to the one below, "I like you~ from now on my tea is for you to drink." Besides confessions like "from now on my tea is for you to drink," there are also phrases like "from now on my avatar is you," "from now on my card is for you to swipe," "my dog will listen to you," and so on. It is said that Master Kong has produced 36 kinds. In addition, Master Kong, fearing it might not be thorough enough, also launched a "handwritten bottle" with a personalized concept, allowing consumers to freely express themselves. The handwritten bottle looks like this: Coca-Cola has also done similar cases before, but Coca-Cola consumers only need to buy one bottle to confess. According to the hints in Master Kong's promotional photos, consumers need to buy at least six bottles to "confess" once. This is a classic retail tactic, similar to when you were a child and bought a bunch of snacks blindly to collect all the little toys. At the same time, Master Kong has done sufficient online and offline promotion for this tea drink series—a pair of new spokespersons, a "dreamy" commercial, a simple micro-movie, and also set up a matching Weibo account for social interaction. The bottle also has a QR code that leads to an online H5 activity—listening to celebrities read confession phrases. This approach is likely to attract fans of the spokespersons. The effect can be seen from the interactions on social platforms: the content is monotonous, mostly related to the two celebrity spokespersons, with little information about the product. Regarding the current situation of tea drinks, the overall development trend is quite dull. In recent years, the slowdown in growth of tea drinks in the industry is obvious. According to Nielsen data, in 2014, overall tea drink sales saw negative growth of 3.6%, and in the second quarter of 2015, they declined by 2.8% year-on-year. In contrast, functional drinks and compound protein drinks are growing. To cope with the sluggish market, most brands choose the label of "youthfulness" as a talisman to "cross the sea." For example, Uni-President launched Xiao Ming Tong Xue last year. At the same time, they emphasize the uniqueness of raw materials and explore high-end tea drinks, such as Nongfu Spring's Da Nai Cha, and occasionally launch a fruit-flavored tea, like Master Kong's jasmine fruit tea in early April. Tea drinks are hard to sell, and a few days ago, Master Kong's first-quarter 2016 report also confirmed this. The profitability of tea drinks decreased again compared to the same period last year, by about 1.85% (see figure below). But the good news is that tea drinks still occupy one of Master Kong's three major businesses—half of its beverage products. Previously, Nielsen also had data showing that Master Kong's market share in tea drinks is 53.9%, ranking first in the market. In its financial report, Master Kong also compared its sales volume and sales amount with other companies, and tea drinks are the business where Master Kong has always maintained a gap with other brands. Obviously, Master Kong does not want to lose this throne. Copyright notice: Article from Daily Drink Insider -END- The best learning platform for FMCG distributors in China Focusing on providing professional, practical, and applicable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get the corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operations | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brand | 016 Distributor B2B transformation | [Long press QR code to follow]