Hikakin's Onicha and Misokin Drive Fan Consumption at Seven-Eleven
The sales data provides a clear numerical example of how influencer products can expand a category's buyer base and increase per-customer spend through simultaneous launches.
Reporting from 1 sources: ASCII.jp.
Research and Innovation analyzed purchase data for HIKAKIN-produced products ONICHA and Misokin, which launched at Seven-Eleven on April 21. Both products took the top share in their categories within a week. The data shows they attracted new demographics, boosted total category sales, and were bought together at twice the normal rate, a pattern the firm calls fan-driven consumption.
Research and Innovation used receipt-tracking app CODE to study sales of HIKAKIN's ONICHA (liquid tea) and Misokin (cup noodles/rice) at Seven-Eleven. Both launched April 21 and reached the top share in their categories within a week. Before launch, established brands held the top spots. After launch, the HIKAKIN products drew in women aged 40-59 and men aged 15-29, groups that did not dominate the category before. Sales from households with children also rose. In the first week, 13% of ONICHA buyers also bought Misokin at the same time, roughly double the 6% average simultaneous purchase rate for the two categories. The firm attributes this to fan psychology: customers who came for one product spotted the other and picked it up. The products act as mutual reasons to visit and triggers for additional purchases.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.
Sources
- ASCII.jp HIKAKIN強すぎ。麦茶さえ売れまくる