“南北绿豆浆”全网断货，他迎来“泼天富贵”？

Core Insights - The article discusses the successful launch of Joyoung's new product "Haqimi North and South Mung Bean Milk," which gained unexpected market traction during the Double 11 shopping festival, driven by a viral marketing campaign featuring an AI orange cat as its mascot [1][3][7]. Product Performance - The new product achieved sales of 7.5 to 10 million yuan with a sales volume of 250,000 to 500,000 units shortly after its launch on Douyin [3]. - Due to overwhelming demand, Joyoung had to issue a sold-out notice, indicating that order volumes reached supply limits [3]. Stock Market Impact - The popularity of "Haqimi Mung Bean Milk" led to a significant rise in Joyoung's stock price, prompting the company to clarify that it no longer holds any equity in the product's operating entity, Joyoung Foods, since December 2023 [3][7]. Marketing Strategy - Joyoung's marketing strategy for "Haqimi" involved extensive preparations, including creative packaging and engaging promotional activities, such as live-streaming events and interactive music sessions [5][7]. - The product was priced at 29.9 yuan for 15 bags, appealing to consumers looking for novelty and fun [7]. Cultural Context - The term "Haqimi" originates from a Japanese anime and has evolved into a meme associated with cats, which resonated with younger audiences [4][10]. - The marketing campaign leveraged the popularity of cat memes and abstract cultural references, indicating a shift in Joyoung's approach towards more contemporary and youth-oriented marketing strategies [11][12]. Controversies and Risks - The campaign faced criticism for potentially exploiting sensitive cultural symbols, particularly the use of the orange cat image, which some users associated with animal cruelty memes [8][10]. - Joyoung's engagement with controversial memes highlights the risks brands face when navigating the fine line between humor and offense in marketing [18][19].