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The consumer industry has never changed so quickly.
Since 1999, which is called the first year of e-commerce in China, in the past 20 years, consumers have experienced the purchase method of "first-hand money and first-hand goods" in stores, and now they can buy whatever channels, scenarios, and payment methods they want. Variety.
If it is said that the Internet has made consumption break through geographical and spatial constraints, and the mobile Internet has made consumption break through the constraints of time and scene, but returning to the consumption behavior itself, in addition to phone number list the transfer of shopping scenes and payment methods from offline to online, in e-commerce Since then, there has been no disruptive industry innovation.
The change appeared in 2017. The new retail proposed by Jack Ma began to transcend the concept of "online + offline + logistics", and traditional consumer goods have undergone revolutionary changes under the immersion of Internet thinking.
Among them, many "Internet celebrity brands" have been born. They not only enjoy high attention among consumers and the industry, but also promote the reform and development of the entire industry, such as HEYTEA, Ruixing, and Bianyifeng.
1. HEYTEA - Product and Marketing Innovation
HEYTEA, which was born in 2012, can be said to be one of the most successful Internet celebrity brands in recent years. Since it entered the Shanghai market in 2017 and caused a "phenomenal" queuing upsurge, the new tea drinking track represented by HEYTEA has remained unabated.
Since Hey Tea, the entire milk tea industry has entered a new stage in terms of products, packaging, stores, and marketing.