Hushang Ayi Posts Ten Weibo Messages in a Row: "I Don't Want to Do This Anymore"

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Hushang Ayi Officially Claims "Quitting" on Weibo?!

With rapid growth momentum and 5,000 stores nationwide, would the fresh fruit tea brand Hushang Ayi really just quit? What's going on? Are they giving up???

Recently, the news that "Hushang Ayi is quitting" has been flooding social media platforms. Here's what happened: starting from November 6th, Hushang Ayi posted 10 "don't want to work anymore" posters on their official Weibo account. From the posters, it indeed looks like "giving up" work, with resignation-style copy, various colored text combinations, from newcomers to executives, from operations to design departments, to customer service, planning, and other departments all expressing they don't want to work anymore. Isn't this a collective strike!

This combination of giving up memes and copywriting venting has generated great understanding and emotional resonance among young people in the tea beverage and working community. Many netizens expressed deep feelings, saying "This is truly a reflection of my working life. I also want to say I quit, but I don't have the courage."

However, some netizens didn't fall for it and curiously speculated in the comments section that Hushang Ayi isn't really "giving up," but perhaps promoting their new products. "Could the new product be sugarcane? Could the new product be called 'Don't Want to Work Anymore'?"

Until November 11th, "Ayi" finally responded: It's not about not working [gàn] anymore—it's about not being dry [gān] anymore, because there are "pears" [梨] to nourish me! Many netizens only realized at this moment that they were launching a new product series: "Fresh Stewed Pear Series"! At the end of the post, Hushang Ayi also @ all workers, shouting: "Transform the workplace, Ayi will 'nourish' you! Let's shout together to the company: we won't work [gàn] anymore!"

Creative Marketing Success

We have to admit that such creative marketing effects are indeed excellent. Creating topics, building consumer expectations in the early stages, utilizing netizens' "watching the drama" mentality to attract a large crowd of onlookers, and using suspense to stimulate consumer curiosity all make people want to see what happens next.

The Rise of Trend-Based Marketing

Speaking of creative marketing, most creative marketing ideas today come from various memes among young people. Every once in a while, a new meme emerges among young people, and another trend has already swept through the tea beverage circle: the sudden rise of raising cardboard dogs. Today's young people are popularly placing "fierce dogs" made from cardboard at their dormitory entrances to act as watchdogs. Many net posts even include pictures with captions like "Got a dog now, don't want to talk to people without dogs anymore." As of now, the playback volume of topics related to "cardboard dogs" on Douyin has already exceeded 200 million.

Before even understanding the memes, tea beverage brands have already joined in one after another. Guming, Shuyi, and Mixue Bingcheng are all doing it. Among them, Luckin Coffee is "the most competitive," actually making cardboard deer directly, which gained 17,000 likes on Xiaohongshu. Luckin said, "Who still raises dogs nowadays? With the little deer, I don't want to play with colleagues who don't have little deer anymore."

Brand Engagement with Youth Culture

Whether it's Hushang Ayi, Luckin Coffee, Mixue Bingcheng, Guming, Shuyi, etc... these first-tier tea beverage brands can pick up on any meme, can be said to never miss out on popular memes, and have always maintained high activity among young people. In the attention economy era, constantly paying attention to young people and joining in when there are fresh new ways to play is crucial. Only by "playing together" can there be more marketing creativity.

Although in the past two years, young people's ideas can be said to "update daily," directly making the tea beverage industry exclaim "I don't understand," but it doesn't matter if you don't understand—just join in. This can effectively shorten the distance between brands and core consumer groups, making them feel they are being paid attention to, letting them see the "cute side" of the brand, and the brand can also gain more exposure.

Image source: Internet

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