Life Essays - "Common Food" Advertisements I've Often Heard Recently

When I was young, I heard my parents say that businessmen just want to make more money, so the products in TV commercials are more expensive... Such conversations.

In fact, I don’t quite agree with such a concept. After all, branded products are manufactured in accordance with a series of standards and have a certain quality assurance; besides, what the company wants is sustainable operation. Maybe some products are priced slightly higher, but it’s not enough Set an exaggerated price, because the product cannot be sold, and the loss is still the enterprise itself.

But it remains to be seen whether startups share this philosophy.

Dumplings that advertise heavily on podcasts

"Who said that common people's food can't be delicious? XXX dumplings are kneaded by a variety of flour... It is an exclusive research and development dumpling skin, which is not easy to break after a long time of cooking. It can be cooked after boiling for 8 minutes. My fans and children love it very much. Every time I cook XXX dumplings, I will eat them all..." I heard the podcast host introduce the dumplings that day.

About half a year ago, this frozen dumpling store began to advertise on major podcasts, and the reason why I was impressed with it was not how special the dumplings were, but its not-so-low price.

Pork dumplings, 18 yuan per piece.

Civilian food in my mind

I remember the first time I bought frozen dumplings from the noodle shop in Xiangkou, the boss specifically explained that it only takes 7 minutes to boil the water to pick it up, and there is no need to use the old method of adding water three times after boiling the water. Curious to ask the boss if his dumplings are special to be cooked in this way? The boss said that his dumplings are not special, and this method is suitable for most dumplings.

By the way, the owner of the noodle shop sells me 6 yuan for each frozen dumpling.

Your parity is not my parity

If a frozen dumpling of nearly 20 yuan can be called a common delicacy, what kind of title should a frozen dumpling of 6 yuan have?

Personally, I have always supported that good products require high costs to maintain quality, but now the pricing of new food products often arouses my curiosity, wondering how stores position their products? Where does the higher-than-average pricing come from? What kind of philosophy does the store hold in its business.

When the main product features of the store are not considered special features for consumers, it may be able to earn consumers' curiosity at the beginning, but it will be a challenge to have a long-term and stable turnover.

Is the discount a promotion or a warning sign?

Recently, the store sells frozen dumplings with a 40-30% discount. Although no one does business at a loss, what kind of incentives make the store willing to refund 30-40% of the profit? Maybe it's for promotion, maybe it's to increase sales, but it's also possible that the previous pricing was too high, and consumers' curiosity faded and they couldn't bring in sales! As for the exact reason for the discount, I think only time will tell!

Good products need to stand the test of the market. Beautiful manuscripts and super Internet celebrities can only help build momentum in the early stage, but cannot ensure that the product will sell well forever. Any product must always consider the essence. If the essence is not strong, it will be a matter of time before you withdraw from the market. That's all!

I am easier to please!

No matter how good the dumplings are advertised, how much pork is used, and how strong the dumpling skins are, I still like the frozen dumplings from Xiangkou Noodle Shop. The plain taste is enough to satisfy my taste buds.