China Food

Coffee: step ≠ win “numb”

“ 
brand building can not be achieved by simply copying a few hot spots.
 ”
Now there is a phenomenon: many brands are embracing coffee.
On November 11, the “Brain Platinum+Caf é” cafe of the health care product “Brain Platinum” landed in Shanghai. A health product with “calming effect”, together with coffee with exciting effect, has aroused heated discussion in the industry.
Before that, many “uninvited guests” had come to the coffee track:
——Neiliansheng, a time-honored brand famous for making shoes, launched “Dinai · Gongbao Coffee”;
– China Post launched “Post Office Coffee”;
– Sinopec launched the service station coffee brand “EasyJet Coffee”;
— PetroChina launched the brand of “hospitable coffee”;
– Sports brands Li Ning and Tebu have respectively applied for registration of “Ning Coffee” and “Special Coffee”
– “Beijing Tongrentang” has opened more than ten coffee shops and launched a variety of coffee with health preserving charm. “I’ll buy you a medlar latte today” and “you’ll buy me a siraito American tomorrow” are no joke.
It is hard to say that it is a coincidence that so many industry giants have ended up.
Zuiweng only means “people”?
“I can’t work without coffee, at least not in this way.” The famous writer Zweig once described the importance of coffee to himself. It is not too much to put this sentence on young people.
The “youth energy” contained in a small cup of coffee should not be underestimated.
According to the industry research report, coffee consumers in China are mainly urban white-collar workers aged 20 to 40. In 2021, the scale of China’s coffee market will be about 381.7 billion yuan. It is estimated that by 2025, the market size will reach the trillion level.
Keeping sober is the first reason why young people fall in love with coffee. A sentence “late night wine is not as good as early morning coffee” explains why coffee is known as “a good medicine for the survival of contemporary young people”.
On Douban, hundreds of thousands of netizens gathered in groups such as “Have you had coffee today?”, “Hand brewed coffee seminar” and “coffee lovers” to discuss all aspects of coffee.
In the eyes of Schultz, the founder of Starbucks, “Coffee is like music, with many possibilities.” In addition to functionality, “an invitation to a cup of coffee” is a social currency. On the rest day, some young people will meet their friends for coffee and chat.
For some fans, atmosphere is more important than taste. A look at social media shows that items and spaces related to coffee can be used by young people as a “backdrop” for taking photos.
Whether it is a retro style, an ins style or an industrial style coffee shop, it will always attract a group of young consumers to punch cards. Take a picture of the coffee cup, attach a paragraph of text, and send it to social media. Coffee has become a prop to record a better life.
The attributes of coffee itself are also easy to become the focus of investment. A coffee shop operator in Chaoyang District, Beijing, told CCTV that compared with other products in the new tea field, coffee procurement costs are low, equipment procurement is simple, and it is easy to sell in large quantities after standardization,
However, it is also important to note that it is easier to step on one leg when entering a new field than to get down.

These “cross-border players” have attracted a lot of attention and won the attention of the moment. However, if you want to really make a famous coffee brand, you can’t create a gimmick and use “brute force” to forcibly cross. Brand building does not depend on creating a few hot spots and simply copying.
Zhu Danpeng said that every row is like a mountain, and coffee has put forward new requirements for quality, brand, scene, service system and customer stickiness.
Attracting traffic is only the beginning, and traffic conversion is the key. Cross border players should work hard to establish brand barriers, combine their own characteristics with coffee culture, create more distinctive products, and strive to stick to more large-scale fixed consumers.
Philip Kotler, the father of modern marketing, once said, “In the era of attention scarcity and information fragmentation, brands need to create ‘wow moments’ for consumers.”
“Wow moment” should be a surprise, not a fright.
The previous milk tea track has also experienced cross-border fever. There are many successful cases, but some businesses pay too much attention to gimmicks and topics and blindly graft the brand core, leading to “rollover”.
A washing brand once crossed the border and jointly went to the milk tea race track to launch “degreasing” drinks. At first, the public felt strange. Later, some netizens complained, “I felt like I had drunk detergent, and I felt sick and nauseated.”
The cross boundary of the brand does not match with the border, and consumers vote with their feet. The brand does not enhance its influence, but rather makes consumers lose interest.
Some people say, “In the new business era, if we catch the young people, we will achieve half the success”.
This is true, but behind the influx, it is difficult to go far without more detailed planning and operation. The tide receded, leaving nothing but chicken feathers.
Author: Yun Chengzhang; Source: CCTV (ID: cctvcomweixin), reprinting has been authorized. Reprint authorization and media cooperation: Jennifer (WeChat: 15151447934);
Food people are “watching”
Read the original text
Coffee: step ≠ win “numb”
朱丹蓬表示,隔行如隔山,咖啡对于品质、品牌、场景、服务体系和客户黏性都提出了更新的要求。
吸引流量只是开始,流量的转化才是关键。跨界玩家们,应该在建立品牌壁垒上下功夫,把自身特点和咖啡文化结合起来,做出更有特色的产品,争取黏住更具规模化的固定消费人群。
“现代营销学之父”菲利普·科特勒曾说:“在注意力稀缺和信息碎片化的时代,品牌需要为消费者创造‘哇时刻’。”
“哇时刻”,应该是惊喜,而不是惊吓。
此前的奶茶赛道,也有过跨界热。成功案例不少,但有的商家,过于看重噱头和话题,盲目嫁接品牌内核,导致“翻车”。
某洗涤品牌,曾跨界联名到奶茶赛道,推出“去油腻”的饮品。一开始大众感到新奇,后来有网友吐槽,“感觉喝出了清洁剂的味儿,恶心反胃。”
不搭边儿的跨界,消费者用脚投票,品牌非但没有提升影响力,反而让消费者失去兴趣。
有人说,“新商业时代,抓住年轻人,就成功了一半”。
此话不假,但一窝蜂的涌入背后,没有更细致的规划和运营,很难走得远。潮水退去,剩下的,只是一地鸡毛。
作者:雲成章;来源:央视网(ID:cctvcomweixin),转载已获得授权。
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