![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMy1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLWF4ZWd1cGF5NWsvMTZkMjEwZTc0NGQxNDlkZGJhNzhhMzM3OGU1MDY0NzB+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPXI3ejJuRG1sSTI1d2M5RE5IWnJCYU1mMURGSSUzRA.webp)
喜茶又翻车了!这次不是因为奇葩的茶饮口味,也不是因为跟杜蕾斯的擦边球营销,而是一款叫"小奶栀"的新品引发了轩然大波。这个名字一经推出,就被网友疯狂吐槽,直呼念起来太羞耻,根本不敢在公共场合点。究竟是巧合还是故意?喜茶这次真的玩大了!
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wOS1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLTZ3OW15MGtzdnAvZTdhYWE1OTYzYzA4NGY3NGFjZTU0ZDFiY2IwYWU5ZmJ+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPTVjTnpVJTJCTGxmNzB1SnhYOTFIakJ1dnViVXA0JTNE.webp)
最近啊,茶饮界的大佬喜茶又火出圈了,上了热搜榜。但这次不是啥好事儿,纯粹是作死。这不,人家跟芬兰国宝品牌Marimekko联合推出了个新品,叫"小奶栀",本来是想结合茶香、奶香和栀子香,再配上Marimekko的标志性印花,打造一款夏日气息满满的新品。
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMy1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLTZ3OW15MGtzdnAvZGIwN2ViNzhjMTk3NGE5ZThkODkwOTRiOWZmMDVkYmN+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPWFtMWoycGQ5V2NrTFNqMENIVGZQV0tSSURrVSUzRA.webp)
谁知道这名字一出来,立马就炸了。消费者们纷纷表示,这玩意儿真不是个东西,点餐的时候都不好意思开口,生怕引起旁人的遐想。有的甚至吐槽说,从下单到喝下去,全程都在尴尬,跟朋友分享更是一言难尽。
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMjYtc2lnbi50b3V0aWFvaW1nLmNvbS90b3MtY24taS02dzlteTBrc3ZwLzU0NWE0ZWNiMzEyMDQ5ODU5ZDQzM2UwOTRmMWFkZTYwfm5vb3AuaW1hZ2U/X2l6PTU4NTU4JmZyb209YXJ0aWNsZS5wY19kZXRhaWwmbGszcz05NTMxOTJmNCZ4LWV4cGlyZXM9MTcyMDE3MjY2MCZ4LXNpZ25hdHVyZT1UNjY0dEtVSkF0JTJCVU1vaHNKdUlLR2ljT0xqQSUzRA.webp)
一时间啊,"小奶栀"这仨字儿就被扒得底儿掉,各种阴阳怪气的评论铺天盖地。有人说这根本就是赤裸裸的擦边球,企图博眼球;也有人觉得就算不是故意的,起码也是审美有问题,难道喜茶的文案都是从黄色网站上学的?反正吧,骂声一片,好不热闹。
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMy1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLTZ3OW15MGtzdnAvM2RkODVjYzVlODRjNGUzNmE0MGJiYjBhMTg3ZGUxNjh+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPWlqUUp6ZiUyRjltJTJCVVkwTVRUREhOWGxNT05NZUUlM0Q.webp)
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMy1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLTZ3OW15MGtzdnAvMzg5YWVkYjZlY2Q0NDg4NzgwNDNjZDI4NmM0Njc4Mjh+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPTMzNFVWWmpQcmhpJTJGU2drYzI4Y1ZjUTVtMjV3JTNE.webp)
面对铺天盖地的质疑,喜茶的粉丝也炸了。一部分死忠粉坚决维护,表示你们这都是污点证人,小奶栀不就是奶茶加栀子吗,哪儿擦边了?还有的理中客则表示,这事儿吧,说不好,单看名字确实有点那啥,但如果不是你们这么一解读,谁会往那方面想啊。至于调侃的,那更是比比皆是,各种段子层出不穷。
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMy1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLTZ3OW15MGtzdnAvZDM5YzhjM2Q2NDMzNGRhMzkwYjlhN2Q1M2UwMzA2MDV+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPWY3NFcwTkQ4TUF0TjFUJTJCdzZtenhBMXlVJTJGMk0lM0Q.webp)
其实吧,喜茶在营销方面向来是出了名的会玩。之前不是还跟杜蕾斯联名搞过一次大尺度互动吗?当时的主题是啥来着,"今夜一滴都不许剩",配图和互动内容都充满了暗示,直把"恶心"两个字演绎得淋漓尽致,把一众网友骂得狗血淋头。
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMy1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLTZ3OW15MGtzdnAvNTk4NDljYzIwMjhlNDgwNGIyMjllN2U3NmNhMWNmYjB+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPWpobW9EZjNiS2tza1F6aXRNRHJQdGhoNlVZVSUzRA.webp)
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMy1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLTZ3OW15MGtzdnAvYWZhM2NhY2QwZDNjNGI5M2FjZGE5ODRlM2U3ZDJkNzN+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPWlQb3BJZ3olMkZaaHY4Q01LZWxUdDFTMjJRdmVNJTNE.webp)
还有去年跟景德镇陶瓷博物馆联名搞的"我佛持杯",也被吐槽将宗教元素商业化,伤了佛教界的心。反正吧,次次翻车,次次登顶,喜茶这个网红品牌当得,也算实至名归。
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMy1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLTZ3OW15MGtzdnAvNzNhOGZlNmU4OWIxNGRkM2JmNDRlODM0ZDliYWMwNWV+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPU1ZVlFoRk9tbDJqcjlvMTF3b2xkcENwMW8lMkJBJTNE.webp)
不过这次的"小奶栀"事件,跟之前比,还真不好说谁更狠。毕竟这回的争议点在名字上,是从根儿上动摇了消费者的三观。你说杜蕾斯那个吧,好歹还能扯到安全教育上,陶瓷博物馆那个,也算是个文化创新。小奶栀这个,真没啥亮点,就是单纯的劲爆。
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMjYtc2lnbi50b3V0aWFvaW1nLmNvbS90b3MtY24taS02dzlteTBrc3ZwL2Y5OGI3MWIzNWE4ZTRmMDk4YTk4M2MzNDA4OTE5Mzc5fm5vb3AuaW1hZ2U/X2l6PTU4NTU4JmZyb209YXJ0aWNsZS5wY19kZXRhaWwmbGszcz05NTMxOTJmNCZ4LWV4cGlyZXM9MTcyMDE3MjY2MCZ4LXNpZ25hdHVyZT15NEFkWGVlWjZrZEdPWDlsazF6NHV6eXlSSlElM0Q.webp)
其实在茶饮行业,像喜茶这样动不动就蹭热点搞事情的,不在少数。毕竟这个行业门槛低,内卷严重,产品同质化,靠正经营销早就玩不转了。所以吧,搞个大新闻,激一激眼球,好像成了不少品牌的必选动作。
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMy1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLTZ3OW15MGtzdnAvYTQ4OTE5YTkxYjA5NDg2MWFhMGYwYWJjMTgzOWY3M2V+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPXJpbUpKSG5VbDROZkYzMlRHYUdhYjl5SVpQRSUzRA.webp)
但凡事儿都有个度,太过了就容易引火上身。喜茶这次恐怕就是个典型案例。虽然他们可能并没有刻意去碰那条红线,但起码在消费者这里,完全碰歪了。对品牌形象的损害,恐怕也在所难免。
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMy1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLTZ3OW15MGtzdnAvOTllNDdlNTk4MzViNDkxN2FhYjhlNWI2NGZlMzhkM2F+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPWx1TTZTam14dUtWNnlIYUhoSmxJUTJpUW1SUSUzRA.webp)
所以啊,茶饮品牌还是该回归本质,把心思花在提升产品和服务上,而不是整天琢磨怎么蹭热度。你搁那儿使劲儿蹭,指不定哪天就翻车了。蹭出来的流量,终究是留不住的,留住消费者的,还得是货真价实的东西。
![](https://img.ngnnn.com/img/aHR0cHM6Ly9wMy1zaWduLnRvdXRpYW9pbWcuY29tL3Rvcy1jbi1pLTZ3OW15MGtzdnAvODljNjMwMmZjOWJiNDI2NDg3YjhmMTIwMDRjNDgzOWF+bm9vcC5pbWFnZT9faXo9NTg1NTgmZnJvbT1hcnRpY2xlLnBjX2RldGFpbCZsazNzPTk1MzE5MmY0JngtZXhwaXJlcz0xNzIwMTcyNjYwJngtc2lnbmF0dXJlPTdJOGdvJTJGOE9nJTJGbEVGM1RUTXZmSTJ5UTFlREElM0Q.webp)
对此,大家怎么看?欢迎在评论区留言。