从“哈基米”梗到10万+销量：九阳的“玩梗营销”，接住了年轻人的情绪吗？

Core Viewpoint - The launch of "Hachimi North-South Mung Bean Milk" by Joyoung has become a viral marketing success, driven by its unique packaging and naming, leading to significant sales and a surge in stock prices for Joyoung despite the product being unrelated to its core business of kitchen appliances [1][13][21]. Product Launch and Sales Performance - Joyoung's new product features a creative packaging design and is priced affordably at 29.9 yuan for 15 bags, resulting in over 10,000 orders within two hours and more than 100,000 units sold on Douyin, leading to a 45-day pre-sale period [1][13]. - The stock price of Joyoung surged to 11.06 yuan, hitting the daily limit, prompting the company to clarify that it does not produce food or beverage products [1][13]. Marketing Strategy and Consumer Engagement - The product's success is attributed to its emotional and symbolic value rather than its functional benefits, reflecting a trend where younger consumers are motivated by emotional resonance and cultural identity [13][21]. - The marketing strategy effectively tapped into the "Hachimi" meme culture, which has become a symbol of absurdity and rebellion, resonating with the target demographic [12][21]. Cultural Context and Meme Evolution - The term "Hachimi" originated from a Japanese anime and evolved into a meme associated with cats, leading to a wave of user-generated content and music that became popular on social media platforms [3][4][10]. - The combination of the "Hachimi" meme and the viral orange cat character created a new cultural phenomenon, further enhancing the product's appeal [10][12]. Consumer Behavior Insights - The phenomenon illustrates a shift in consumer behavior where individuals purchase products not solely for their utility but to express identity and engage with cultural trends [13][21]. - Joyoung's approach demonstrates the importance of aligning marketing strategies with the values and interests of younger consumers, fostering a sense of community and shared experience [15][21]. Conclusion - The success of "Hachimi North-South Mung Bean Milk" highlights the effectiveness of playful and culturally relevant marketing in capturing the attention of younger consumers, suggesting that brands can achieve unexpected success by embracing contemporary cultural narratives [21][22].