From the data point of view, Ruixing Coffee is not unpopular in the past year. This article will analyze and interpret the marketing ideas of this brand along the way from six perspectives. It’s been a long time since I wrote such a long marketing case study. In the past year, lucky coffee has become popular both online and offline. The advertisements of the spokespersons Tang Wei and Zhang Zhen have swept the advertisements of major office buildings and residential elevators. Backed by the Shenzhou Group, it is said that 1 billion will be invested to open the market, and the money is rich. , then how popular is it? Just look at the data to know: It has only been more than half a year since the internal test on October 5 last year, more than 400 self-operated stores have been launched nationwide, and the number of stores nationwide will reach 525 by the end of May (Starbucks In 19 years since entering China,
more than 2,800 stores have been opened); Covering 13 cities including Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu; Accumulated users of 1.3 million, generated more than 3 million transactions, and sold more than 5 million cups of coffee; 2018 No.1 in the App Store food and drink rankings in April 2019... And my fax number list understanding of Ruixing comes from the introduction of the brand by various industry accounts that I follow, as well as the introduction of CMO Yang Fei, and the second is from the elevator in the community. Go to the overwhelming Ruixing advertisements, and then the circle of friends began to brush all kinds of information about Ruixing. Today, I will study and study, as an emerging brand that has been established for more than half a year, how does it make itself popular. This article will analyze the marketing ideas behind the popularity of lucky coffee from 6 perspectives: 1. Emphasize coffee quality and visual unified output process:
In the promotion of coffee production technology, the production team will promote its high quality and famous family background. . On the producer, the careful matching of the multinational master team during the promotion period. Raw materials: In the introduction of raw materials, highlight the first-class Arabica, which is from Ethiopia (for me who don't know coffee, what coffee beans are actually called, I don't know where they come from, but I see the word "first-class". , I feel that the quality is very good!) Fresh: For Chinese consumers, the temptation of new things can't resist, eat fresh fruit, eat fresh seafood, basically the requirements for food are fresh, even if It's coffee, and hopefully fresh coffee made from fresh coffee beans during the best tasting period.