Skip to content
Before instant coffee entered the domestic market, the coffee market actually had a history of decades, but it did not have a warming trend until recent years: according to incomplete statistics of xinmou, there were 18 financing events of coffee track from January to September this year, with a cumulative amount of about 5.69 billion yuan. Among them, instant coffee represents three and a half meals, which has been financed five times in two and a half years (the latest is the B + round in June this year, with a post investment valuation of 4.5 billion yuan),
figure: financing of three and a half tons (source: it orange, tianyancha, Guotai Junan Securities Research)
The popularity of three and a half meals is mainly due to its signature product cold extract instant coffee, which solves the pain point of the scene that “instant coffee can not be dissolved in cold water”: it focuses on the ability to dissolve in ice, hot water and milk in three seconds, and highly restores the freshly ground flavor. There are six flavors according to the baking depth, and the average price of each is about 8 yuan, Nestle’s traditional instant is higher than the price of about 1 yuan on Taobao.
Surprisingly, even if the pricing is high, the sales performance of Santon and a half in the past three and a half years has maintained an annual growth rate of 2-3 times, and the repurchase rate is nearly 50%. At the same time, the tentacles of three and a half meals also extend from online to offline: in 2019, a physical demo store will be opened in Changsha, the base camp; In 2020, cooperate with chayan Yuese to launch joint stores; In 2021, the first offline coffee concept store into was opened in Shanghai_ the force。 There are various indications that the study of three and a half meals will be a great entrance to the study of new coffee. Therefore, in this article, we will mainly discuss:
What is the success rule of three and a half meals? From online to offline, what are you thinking about?
is not just beautiful
The key to its rapid out of the circle is “good-looking”.
After the rise of generation Z consumption, consumers began to talk about the color price ratio of products. Generally speaking, cost performance ratio refers to the ratio of performance value to price value of a commodity. Similarly, color price ratio corresponds to the ratio of color value to price value of a commodity. When a product falls into functional homogeneity, the appearance design of the product has become an important indicator for consumers to consider the degree to which goods can be bought.
Different from the traditional bagged instant coffee, three and a half meals create “visual modeling differentiation”: the exquisite Mini Cup with high color discrimination is packed in a transparent packaging box, marked with a number of 0-7. The values from small to large correspond to the baking degree from light to deep, and the colors are bright and eye-catching. The direct correspondence between different colors and numbers symbolizes the taste of coffee from sour to bitter, Let users more intuitively understand product classification.
This appearance of “small and exquisite” + “clear information points” has increased the social communication attribute of three and a half meals to a certain extent, but this is not the key point. Three and a half meals can be favored by the market, which is still in the days.
The development of coffee in China can be roughly divided into four stages:
1.0 in the embryonic stage, instant coffee Nestle and Maxwell entered China and initially completed the market popularization; 2.0 in the growth period, Starbucks, Costa and other chain coffee enterprises appeared, and coffee consumption rose to a comprehensive experience including coffee enjoyment, business and leisure and social networking; At the maturity of 3.0, Ruixing launched cost-effective freshly ground coffee. Fast food chain brands and convenience stores such as McDonald’s and KFC also launched corresponding coffee products. Low price + convenience channels reduced the threshold of drinking coffee and carried out market education to a certain extent; In the 4.0 refinement period, local coffee brands rose rapidly, and domestic brands such as manner, seesaw and three and a half tons emerged, and coffee began to enter the stage of quality consumption.
The initial and core innovation of Sandun and a half is the application of freeze-drying technology in the medical field to cold extracted coffee.
The cold extracted instant coffee launched by the company can instantly restore the flavor of cold extracted coffee without adding. At that time, OEM factories in the market could only restore a limited number of flavors. It took three and a half tons to choose and figure out the parameters personally. It took one year to develop labs (lossless flavor extraction system) technology, which made the restored coffee flavor reach hundreds of flavors.
Back to the upstream of the supply chain.
At present, the supply of three and a half tons of raw beans mainly adopts the mode of establishing cooperative relations with domestic coffee raw bean traders. As a primary agricultural product, green coffee beans are an industry that attaches great importance to supply chain construction. Compared with the three major fine coffee brands in the United States (intellectuals, blue bolt and tree pier city), they have built a very stable supply network of fine coffee beans all over the world. Enterprises often start to intervene from coffee planting and raw bean processing, Go deep into the beginning of the industrial chain and grasp product quality control.
From this point of view, there is still a certain gap between cutting-edge players and traditional players.
coffee marketing philosophy
for three and a half meals, good looks are not enough to constitute the core competitiveness of products.
New players can stand out in the Red Sea. The marketing method of three and a half meals is worth digging. Specifically, three and a half meals have done three things right in the dimension of “brand consumer representative consumer”: 1. Cross border joint branding, select brands that meet the cross audience, and soft establish brand images in different consumption scenes to obtain market share; 2. Set up pilots and select Kocs in different fields. The fields are more vertical and the conversion rate is often higher; 3. The return plan touches consumers offline, enhances emotional ties, emphasizes the concept of environmental protection and endows the brand with a sense of social responsibility.
If you observe carefully, you will find that the practice of three and a half meals is actually progressive layer by layer: first, let more people know the product; Second, let more people buy products; The third thing is to make more people resonate with the brand.
Taking the “return plan” out of the circle as an example, it is both public relations and marketing. It uses “return recycling” to avoid the risk of “environmental protection”. While positively responding to the dispute of “over packaging”, it also enriches the brand image and inadvertently clocks in a cross-border marketing. This full link playing method breaks the curse of “short life cycle of online red products” to a certain extent.
However, if you carefully observe the products launched by Santon and a half in recent years, you will find that it is still an upgraded iterative product of cold extracted instant coffee. It relies too much on this long-term popular model and lacks the horizontal extension of the category. Even if new products such as plant milk series are launched, the overall performance is weak, which also explains why Santon and a half will go offline and look for new stories.
At present, the coffee consumption habit in the domestic market is gradually developing. The coffee market occupied by freshly ground coffee is becoming larger and larger. Marching offline and tapping the needs of different consumption scenarios of coffee seems to be a breakthrough for new coffee brands starting from the Internet. Internet coffee brands such as yongpu and Shicui also open stores offline.
freshly ground coffee brands, the two most mainstream business formats are the “Starbucks mode” of the main scene and the “Ruixing mode” of the main Ping effect.
Three and a half new coffee concept store into_ The force (force flight) belongs to a special third kind (which is obviously separated from ordinary coffee shops).
First of all, in terms of store site selection and decoration, the store is located at 322 Anfu Road, Shanghai. It is adjacent to brandy Melville, a well-known online women’s clothing brand known to young people, catch more fish in second-hand book circulation stores, and Huamei harmey, a new generation of beauty retail brand. Under the radiation of multiple online stores, it is into_ The force shares the flow of trendy people with these stores. In terms of decoration style, into_ The force combines the original star culture elements of the brand to build a consumption scene integrated and symbiotic with the block, which is highly artistic.
Secondly, in terms of commodity planning, force flight adopts the conventional “basic line + flavor special” boutique route. According to the public information on public comments, into_ The price of coffee in the force ranges from 30 to 48 yuan (divided into three categories: basic coffee, star flavor and flight limit). The price of cheese bread is 15 yuan and the per capita consumption in the store is 51 yuan.
Third, in terms of targeting the customer base, starting from online, three and a half meals are aimed at consumption upgrading users. Taking the boutique coffee shop as the store positioning, the target customers of force flight have high purchasing power and are willing to pay for the improvement of brand premium and experience. The top two of “netizens recommend drinks” are the special series with a high price of 48 yuan. Visit into_ Consumers of the force are often not satisfied with ordinary basic coffee products and will be more interested in novel coffee taste.
Of course, into_ There were other voices in the force’s evaluation.
into_ Because of the blessing of the brand and location, the force has brought a great flow of people since its opening. It may not be a good thing for a coffee shop positioning boutiques. From the pictures of netizens in Xiaohong book, we can see that into_ The force not only has a long queue outside the store, but also has a crowded space. At present, there have been consumer evaluations referring to “noisy environment”, “noisy” and “noisy” in public comments.
In other words, coffee consumption in first tier cities has entered the stage of quality consumption. Aside from the most basic taste needs, consumers’ environmental requirements and emotional demands are a delicate coffee space to meet. This is a place that does not need to be considered in three and a half online businesses, but it is a problem that it must face offline.
The offline exploration of instant coffee head players has just started. For three and a half meals, the barriers of freeze-drying technology have been broken in the online part, and similar products are competing in the market; Offline, old chains, new chains, convenience stores and even new tea drinks are all making coffee. There is still a long way to go in the future if you want to have long-term competitiveness.
Author: Zhu Shuling; Source: xinmou (ID: xinmouls), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246); the registration channel for the fourth Isee global food innovation award has been opened. Launched by Foodaily daily food in 2018, the iSEE Innovation Award excavates and commends the global product / brand / technology / enterprise / personas innovation model from the perspective of business ecology. Through media campaigns, innovative search and social experience marketing activities, it shows the innovation to industry, business and consumers, and shows China’s innovation to the world, and promotes the integration of overseas and local innovation. Empowering China’s new consumption. There is not only competition, but also content, communication, experience and social networking. We look forward to the participation of every food enterprise! (click the picture to view the detailed introduction) related reading