How online celebrity’s products win a long reputation (People’s Review)

　　Beijing yuyuantan park cherry blossom ice cream has become popular on social platforms, attracting many tourists to buy it; Sichuan Sanxingdui Museum launched Wenchuang ice cream with bronze mask as the prototype, which sold out as soon as it went on the market. Since the beginning of this year, ice cream with diverse shapes and rich sense of design has appeared one after another, bringing more choices to consumers and becoming a hot topic on the Internet.

　　Ice cream has become online celebrity, reflecting the escalating consumption concept. With the rapid development of economy and society and the continuous improvement of living standards, people’s demand for ice cream has gone beyond simply quenching their thirst. New demand gives birth to new market space. Keen merchants capture the increasingly personalized and diversified needs, strengthen product research and development and marketing, and quickly turn them into selling points. For example, the novel tastes such as egg yolk ice cream and stinky tofu ice cream fit the consumption psychology of young people; "Low sugar and low calorie" ice cream conforms to the pursuit of healthy diet and weight control of some groups; Sincere and full of materials, with exquisite modeling, means the choice of quality … … A small ice cream can not only satisfy the taste enjoyment, but also carry multiple functions.

　　In recent years, the scale of China’s ice cream market has been expanding. However, it should be noted that online celebrity ice cream has promoted the development of the industry, while some products are also facing controversy. Some products only have high-end pricing, and there is no matching quality. The news that some online celebrity ice creams were found to have exceeded the standard in sampling inspection also caused consumers’ concerns about health problems. In addition, after the popularity of Wenchuang ice cream, all scenic spots, large and small, competed to launch similar products and fell into a pattern of low-level imitation and lack of innovation. In fact, some online celebrity ice creams have quietly withdrawn from the market before the end of summer.

　　The "flash in the pan" of some online celebrity ice cream is thought-provoking. It should be said that many online celebrity products have similar marketing paths: developing and designing products according to young people’s preferences, strengthening online marketing and promoting products, especially taking live broadcasts and sharing posts on social platforms to attract traffic and stimulate consumers to buy. In such a commercial chain, the quality and service of the products themselves are easily overlooked. Therefore, some online celebrity products seem to be able to create considerable sales performance in a short time, but they can’t stand the test of time. Facts have repeatedly proved that consumers ultimately value the quality of products and services, and marketing can only be icing on the cake, not the fundamental strategy to win market competition.

　　The popularity of products is a process of natural spread of word of mouth. Relaxing the pursuit of quality and focusing on the shortcut of marketing is tantamount to giving up the basics. In this regard, grasping quality and cultivating internal strength is the long-term solution to win consumers. For example, after Liuzhou snail powder was well received by consumers, many local measures were taken simultaneously to form a joint force, which promoted the snail powder to become a local characteristic industry from online celebrity snacks and promoted the development of the real economy. Behind this, related companies have been exploring the standardized production of snail powder for many years and accumulated strong R&D capabilities and production strength. Observing the products that have been successfully precipitated from the flow of online celebrity, it is inseparable from hard work and long-term efforts.

　　No matter how novel the design is and how fashionable the packaging is, quality and service are the key variables that affect the survival and development of enterprises. Online celebrity economy and other new formats and models bear the needs of the people for a better life and are associated with new economic growth points. Only by better converting online celebrity traffic into long-term reputation can enterprises win the trust of consumers and gain market share, thus promoting the sustained and healthy development of the industry.

　　People’s Daily (August 11, 2021, 07 edition)