Core Viewpoint - The article discusses the innovative strategy employed by Gu Ming, a tea brand, to sell ice water for one yuan, which serves as a clever marketing tactic to attract customers into their stores and increase overall sales of higher-margin products [2][4][6]. Group 1: Marketing Strategy - The one yuan ice water acts as a "bait" to draw customers into the store, addressing the common challenge of attracting foot traffic to tea shops [2]. - This strategy leverages high-frequency demand for cold beverages in summer, making it a necessity for customers, thus increasing the likelihood of additional purchases [2]. - The approach is described as "Come Here, You Might as Well Buy" economics, where low-cost items lead to higher-margin product sales [2]. Group 2: Data and Customer Engagement - Customers can order the ice water through a mini-program or in-store, allowing Gu Ming to collect valuable consumer data for future targeted marketing [4]. - By encouraging customers to use their mini-program, Gu Ming aims to reduce reliance on external platforms, thereby lowering customer acquisition costs [4]. - The strategy also enhances customer loyalty through a points system tied to the purchase of ice water, potentially leading to increased sales of other products [4]. Group 3: Competitive Positioning - The one yuan ice water serves as a price anchor, positioning Gu Ming as a cost-effective option in the minds of consumers, which can influence their perception of the brand's other products [6]. - This tactic not only helps in brand recall but also creates a competitive edge by attracting customers who might otherwise choose competitors [6][7]. - The article highlights that while competitors may recognize this strategy, they face challenges in replicating it without compromising their own pricing structures [9]. Group 4: Cost Efficiency - The cost of producing ice water is minimal, primarily involving ice machines, water, and disposable cups, making it a financially viable product for Gu Ming [9]. - The strategy is designed to maximize profitability by utilizing existing resources while simultaneously creating a headache for competitors [9].