China Food

Zhong Xuegao’s coffee war


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Zhong Xuegao, who frequently occupied the hot search on social platforms some time ago, is back. This time, Zhong Xuegao set his sights on the cafe.
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A more fresh model and more cross-border cooperation. The coffee shop and Zhong Xuegao can obtain more traffic and sales through this cooperation.

At the same time, because it is Zhong Xuegao’s flash product, it has only been put on the shelves in various stores for a period of time. The coffee shop also hopes to attract more customers to come and spend.

It seems that under the current consumption tide, whether it is coffee or ice cream, it needs more extraordinary creativity to stand out in the wave of introversion.

Zhong Xuegao’s War (
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This summer, Zhong Xuegao made a solid trip.

Countless consumers are nibbling on the ice cream of more than ten yuan each while brushing the video websites such as Tiktok and BiliBili to watch the main up baking ice cream or try various “ice cream assassins” and “ice cream guards”.

Although the market has been constantly criticized and questioned, Zhong Xuegao’s ice-cream road has remained high-profile since the ice-cream assassin.

Founded in 2018, it has been the first in tmall 618 ice cream category for three consecutive years since 2020. At present, Zhong Xuegao has completed three rounds of financing. It is estimated that the current valuation of Zhong Xuegao has reached 4 billion yuan.

Recently, Zhong Xuegao announced that he would conduct a “coffee + ice cream” flash event with more than 600 cafes in China to further expand his brand awareness.

Before that, the largest consumption scene of ice-cream cold drinks represented by Zhong Xuegao was convenience stores and supermarkets.

Under this consumption scenario, the people who will choose high-priced ice cream and the people who will choose low-temperature yogurt and fine coffee are the same group.

In other words, the reason why Zhong Xuegao broke the circle this time was that the non brand target group noticed the brand, which led to the occurrence of opinions. Subsequently, the number of viewers in Zhong Xuegao’s live broadcast room soared, but the sales volume decreased significantly month on month, and the audience who watched the live broadcast “roasted” them to stop broadcasting.

Under such circumstances, Zhong Xuegao still didn’t give up his high-end high price route and began to hold flash events with coffee shops, with a price of 45 yuan per piece.

The consumers matched by this price are still willing to pay for the high price, and there is a clear division of consumption concepts. It is not so much that Zhong Xuegao is grandstanding as that he has a clear positioning.

For example, in the milk tea market, there are high-priced tea drinks such as honey Snow Ice City, Xi tea and Naixue tea. It is particularly easy to become a unicorn by choosing your own positioning and supporting excellent marketing models.

Choosing the coffee market is more like an important attempt made by Zhong Xuegao to superimpose double buffs on the coffee market and the ice cream market as a hard to get resource.

Under the new consumption wave, the ice-cream track and the coffee track have already reached

In addition to making ice cream into coffee flavor, many coffee shops also spontaneously combine ice cream with coffee. At present, most boutique coffee shops will launch afgado (a kind of coffee drink that is almost sweet, placing Italian ice cream on the bottom of the cup and pouring a small cup of freshly brewed Italian espresso) in summer. The exquisite shops will also use iced glasses, so that the espresso will not melt the ice cream immediately after pouring in, so that consumers can taste the taste of bitter and sweet.

The recently popular fusion of ice cream and coffee also includes the “green bean latte”. The method is to combine the traditional green mood with the latte to form a unique taste, which is sought after by young people on various social media.

The operation of coffee and ice cream is the fusion and interweaving of the two categories, and is also the Carnival Limited in summer. It is a bold attempt by businesses and enterprises to promote coffee or ice cream, hoping to get better publicity and raise the popularity again.

Coffee crossover, is it a new culture or a gimmick

Since the cooperation of Zhong Xuegao, the cross-border peeling of coffee in recent years, we can see that coffee seems to have become one of the important representatives of “street culture”.

The popular film “love myth” in 2021 is based on the coffee city of Shanghai. Leaving aside the plot, we can see the street culture led by coffee in Shanghai and even the whole country from the daily life of the hero.

In the “net red” streets of Shanghai, when the weather is good, young people can be seen everywhere holding a cup of coffee sitting at the door of a shop or on the roadside.

This phenomenon is not only brought about by the refreshing characteristics of coffee, but also the “idleness” of workers who are tired of two points and one line.

All kinds of coffee invisibly provide a space for people to talk, think, or do nothing. These are what all kinds of coffee shops can provide to the contemporary young people. On this basis, the coffee street culture can be understood.

Of course, how do the same coffee shops compete for the vast market? Under the condition that the demand has been matched, cross-border cooperation has become the theme of coffee shop drainage.

At the end of July, Beijing opened its first post office coffee. Since then, coffee has also been linked with the post office after cooperating with various joint brands. People are not surprised at this, as if coffee should have permeated all fields of life.

Tongrentang, PetroChina, Li Ning, Huawei and the coffee industry seem to have become a “traffic password”, which is a popular fried chicken and sweet cake in the eyes of major brands and businesses.

According to statistics, the scale of China’s coffee market has reached 281.7 billion in 2021, and the number of consumers has exceeded 300 million.

China’s coffee market has always maintained a growth rate of 27.2%. It is expected that the scale of China’s coffee market will reach trillion level by 2025.

As the saying goes, confidence is more precious than gold. More than two years after the outbreak, consumers choose to reduce unnecessary

Zhong Xuegao’s coffee war

咖啡加雪糕的操作,是两个品类的融合和交织,也是夏天限定的狂欢。借此推广咖啡或者雪糕都是商家和企业大胆的尝试,希望藉此获得更好的宣传,带来知名度的再次提升。

咖啡跨界,是新文化还是噱头

从钟薛高合作咖啡起,将近几年咖啡的跨界剥开,我们能看到咖啡似乎已经成为了“街头文化”的重要代表之一。

2021年爆红的电影《爱情神话》,立足于上海这座咖啡之城。抛开其中情节不谈,我们能从主人公的日常生活之中窥见,上海乃至全国被咖啡所带领出来的街头文化。

在上海的“网红”街道,天气好的时候能随处可见拿着一杯咖啡坐在店门口或者路边的年轻人们。

这种现象,不单是咖啡其提神醒脑的特性所带来,同时也是疲于两点一线的打工人们的“忙里偷闲”。

形形色色的咖啡无形之间提供了一种空间,供人们交谈,思考,或者是无所事事地放空。这些都是各种咖啡店所能提供给当代年轻人的,在此基础之上,形成的咖啡街头文化也就可以理解了。

当然千篇一律的咖啡馆要如何争夺着广大的市场呢,在需求已经匹配的情况之下,跨界合作成为了咖啡店引流的主题。

7月底,北京开出第一家邮局咖啡。自此,咖啡也在和各种联名合作之后,和邮局挂上了钩。人们对此已经见怪不怪,好似咖啡本就该渗透在生活的各个领域。

同仁堂、中石油、李宁、华为,咖啡行业似乎已经成为了一种“流量密码”,在各大品牌各大商家的眼中,是当红炸子鸡和香饽饽。

据数据统计,2021年中国咖啡市场规模已经达到2817亿,消费人次已经超过3亿人。

中国咖啡市场始终保持着27.2%的增长率,预计2025年,中国的咖啡市场规模将达到万亿级别。

常言道,信心比黄金宝贵。在疫情席卷的两年多,消费者们选择减少不必要的外食开支,却依然要偏爱咖啡,这无疑是对咖啡市场的认可和依赖。

即使是在这样的环境之下,咖啡市场依然每年都在蓬勃发展着,市场潜力可见一斑。投资者们自然也会将更多的目光、金钱、精力放在这个消费浪潮褪去之后依然坚挺的赛道之上。

这对咖啡爱好者来说,无疑是好事。更充沛的市场和金钱会带来上中下游都更为完整和优质的体验,不管是现磨咖啡还是速溶咖啡,和咖啡相关的一切都在慢慢追逐国际成熟市场的脚步,同时也能激发咖啡种植、生产等的发展,带来新的经济增长点。

雪糕和咖啡,两大既定的千亿赛道融合,各种企业都希望能够分一杯羹,抢占先机。尝试总归是好事,毕竟雪糕+咖啡这种夏日限定的机会并不常有,也需要投资者和消费者们牢牢抓住。

封面图来源:钟薛高
原标题:喝咖啡,吃雪糕!新老品牌跨界组合玩联名!
者:凛凝;来源:消费界(ID:xiaofeijie315),转载已获得授权。
转载授权及媒体商务合作:Amy(微信号:13701559246);
加入社群:Cherry(微信号:15262433826)。

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