The painting style is clear and strange! Abstract literature "invades" Jasmine Milk White Mini programs?!

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click on the attention| Daily Boutique Coffee Culture Magazine Coffee Workshop

Recently, some netizens were opening the official Mini programs of Jasmine Cream to place an order, and were surprised to find unexpected changes in the introductions of stores around them.

Through the screenshots shared by the netizen, we can see that in the store list of the Mini programs, users can view the names, business hours and other information of the surrounding stores, and the store will mark the store's contact information in the introduction to remind consumers who want to order group meals, afternoon tea, etc. to communicate over the phone to get preferential discounts.

However, the introduction content of Hangzhou Xintiandi Shopping Center store was an inexplicable dialogue. Suddenly, the topic changed and the store's contact information was integrated into the dialogue. Compared with another store that has official slogans, this piece of abstract literature is naturally different, making users can't help but call it "fun."

After the post was released, onlookers from all over the country were curious and opened Jasmine Milk White Mini programs to check whether there were similar changes in the profiles of nearby stores. However, I don't know if I searched. I found that Jasmine Milk White employees had already discovered this unique marketing method after the popularity of posts increased, and abstract literature had invaded store introductions in various cities.

What is interesting is that the styles of introduction copywriting changed by each store are different. Some have the flavor of ancient hegemony, some are beautiful ancient literature, and some follow the route of rebirth and revenge. Although not all stores have changed their copywriting, many users have enjoyed the various existing introductions. They can't help but call their friends to watch the unique flower work of the Jasmine Milk White shop assistant.

Faced with so many unique introductions, a group of netizens ridiculed the novel reading App that seemed to have accidentally opened their mobile phones, bluntly subverted their impression of the appearance of Tea and Drinking Mini programs. Some people also joked that this scene looked a bit like a joint collaboration between Jasmine Milk and Tomato Novels, combining the book introductions on the novel platform with the store contact information to form an introduction with a unique style.

In the public's impression, the store introduction content of chain brands is basically concise and direct, intuitively giving users key information. This method makes most of the introduction texts serious and serious, which seems to most people to be boring and businesslike.

But when the store's contact information is combined with online literature, these copywriting becomes abstract and interesting, making people can't help but take a look at it more after discovering it. They may even be interested in a certain paragraph and enter the store to order a cup of milk tea. From this point of view, the temporary work of the Jasmine Milk White shop assistants has virtually helped their stores carry out a novel marketing campaign, attracting the attention of local consumers.

However, some people think that although the abstract version of the introduction copy can attract attention, changing all stores of well-known chain brands to such copy may leave customers with a bad brand image. They believe that important store introductions should still be concise and clear, allowing users to grasp key information at a glance.

Picture from: Xiaohongshu

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