被逼疯了？茶饮营销“卷”进厕所

Core Insights - The article discusses a new marketing trend in the tea beverage industry, where brands are using bold and unconventional strategies to attract attention, particularly focusing on products that promote digestive health and relieve constipation [1][3][8] - The trend has led to a surge in social media content around these products, with a notable emphasis on the "laxative" effects of certain drinks, particularly from the brand blueglass, which has gained notoriety for its "畅" series [3][10] Marketing Strategies - Several brands, including blueglass, have adopted a straightforward and somewhat edgy marketing approach by highlighting the digestive benefits of their products, which has resonated with consumers [3][7] - Other brands, such as 奈雪的茶 and 沪上阿姨, have also launched products with similar "digestive" themes, indicating a broader trend within the industry [4][5] Consumer Behavior - There is a significant consumer interest in products that claim to alleviate constipation, with over 56 million individuals in China reportedly suffering from this issue, leading to a rise in related social media discussions [8][10] - The popularity of these "laxative" drinks has sparked a wave of consumer experimentation, with many users sharing their experiences online, further driving the trend [10][12] Industry Risks and Concerns - The marketing tactics employed by some brands have raised concerns about consumer health and safety, with reports of adverse effects such as severe diarrhea and gastrointestinal issues following consumption [10][11] - Critics argue that the use of humor and casual language around serious health issues can be disrespectful and may mislead consumers about the safety and efficacy of these products [11][12] Market Trends - The new-style tea beverage market in China is projected to reach a scale of 354.72 billion yuan in 2024, although growth rates are slowing, prompting brands to seek differentiation through unconventional marketing [13] - The saturation of the market has led to increased competition, with brands attempting to stand out by leveraging consumer trends and social media engagement [13][14]