Nai Xue's tea is suddenly removed from the virtual stock?! This wave of marketing is really fast and high!

On July 14, Naxue's tea announced on order Mini Program that it was well received after the launch of the Naxue virtual stock membership activity, so it was decided to officially go offline after the game ended at 16:00 on July 14.

At the same time, it said that in order to protect the rights and interests of users, after the event is over, the virtual shares held by the participating members will, in accordance with the principle beneficial to users, exchange one virtual share for 6 nai snow coins, and automatically convert virtual shares into Nai snow coins between 17:10 and 18:00 on July 14. However, many members said that Mini Program is the one that says the game is over at 16:00, but the notification text message received at about 8pm is 20:00, and by the time they receive the text message, the virtual stocks have all been converted into Naixue coins.

On June 30, Naxue's tea official said on official account that from that day on, every 1 yuan consumed will get one Naxue coin, and users can use it to buy / sell virtual shares and become virtual shareholders.

The virtual stock is bound up and down with the real stock (02150.HK), and the virtual share price = the closing price of the Hong Kong dollar on the trading day x the exchange rate of the Hong Kong dollar against the RMB on the same day (for example, if the closing price of the Hong Kong stock is 6 yuan on a certain trading day, it takes 6 Naxue dollars to buy a virtual stock that day; conversely, a virtual stock on that day can sell 6 Nai Xue coins). At the same time, users can choose x2, x5, x10 times leverage, when users want leverage but find that there is not enough snow coins, they can also borrow …

Well, these game coins lent to "shareholders" were also withdrawn by the platform during the game's end and automatic exchange period on July 14, but Naixue also indicated that the number of Nixue coins exchanged at the end of this event will be higher than that before users participated in the event, and consumers can still use Naixue coins to exchange various coupons and gifts at the Naixue Mall.

After Nai Xue's tea launched the virtual stock game at 11:00 on June 30th, the negative news on the Internet came in a short period of 7 hours.

As the first strand of milk tea, Naixue is really at the forefront of the meta-universe. The first to launch the digital collection, the first to launch the virtual human, the first to launch the virtual stock. But now that Q coins are regulated and the secondary market of digital collections is so strictly regulated, it is surprising that they can be so openly tied to the real stock market and allow leverage and selling?! Therefore, many netizens question whether such activities are legal.

For netizens' doubts, a number of people in the industry who have studied the new tea industry said that the Nai Xue coin is essentially a consumer integral. Virtual stock is not a real stock trading, let alone affect the real Naxue stock price.

Yu Jianning, co-chairman of the Block chain Special Committee of the China Communications Industry Association, told China Science and Economics that the introduction of Naxue coins and virtual stocks did not exchange two-way with RMB, nor did it make a profit by exchanging stored values for points. The play of virtual stocks can only be changed into Naxue coins to participate in commodity preferential activities on its own platform, and Naxue coins themselves do not produce real benefits to users. Therefore, the red line of the law has not been touched for the time being.

Yu Jianning also pointed out that the issuance of Nai Xue coins based on the actual consumption scenario is not illegal at present. However, there are still some areas that need to be paid attention to, such as not giving away network points' Nai Xue coins'in the form of recharge of stored value cards, otherwise the game of Nai Xue coins + virtual stocks can easily be considered to involve online gambling activities.

And the platform must strictly control the exchange and use of points. If the platform publishes relevant advertisements to third-party platforms or personnel and carries out relevant over-the-counter exchange activities without stopping them, the platform may also be recognized as a default to reverse conversion. therefore, he is charged with the crime of opening a casino. Although the Naxue activity has not touched the legal red line for the time being, the marketing model is more radical, so other company brands should not simply refer to it. If they are not careful, they may touch the legal red line.

There is also a legal team that Nai Xue coin is "dancing on the blade"! Xiao sa's legal team said that there are many legal dispute points and red line risk points such as the determination of the legal nature of consumer tokens, the business risk of prepaid cards of payment institutions, the risk of online gambling, the risk of selling prizes, and the risk of illegally absorbing public deposits.

From the analysis of various analysts, we can see that Nai Xue's tea is not these 50 million virtual shareholders, but through netizens to forward the discussion, so that more people pay attention to the brand. In essence, the virtual event is a marketing campaign, because within 12 hours after the news was released, the Weibo topic # Naxue launched a virtual stock to its 50 million members received 200 million views, and netizens were curious. Became a new member of Naxue and participated in the event.

For Nai Xue's tea, this virtual stock activity can indeed save enough gimmicks for this, but can it really get repurchased by more consumers? As one of the representatives of high-end new tea, Naixue's tea has the best average unit price in the industry, but it is frequently exposed to a variety of food safety and product quality control problems.

In August 2021, two stores in Naxue Beijing were exposed to problems such as cockroaches crawling, fruit rot, unwashed rags and false labels. In October 2021, a store in Nai Xue Shanghai was fined 50,000 yuan for producing and operating food and food additives that marked false production dates, shelf life or exceeded their shelf life. In May 2022, a store in Nai Xue Tianjin was fined 5000 yuan for using milk beyond its expiration date.

At the end of May 2022, a woman in Shanghai bought a "tender" bread on a takeout platform, which attracted the attention of many netizens. Some netizens said that the quality of Naixue products is not as good as before. Every time how strong the marketing is, how disappointed I am.

If the product quality and price can not form a direct ratio, no matter how many activities, no matter how many joint names, will not be able to retain the hearts of consumers. Instead of spending a lot of effort on marketing, it is better to keep your feet on the ground and do a good job of the product.

Photo Source: Internet

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