Learn marketing from COSTA Coffee, sell 18000 copies in two days

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

-- split line

COSTA's story begins on London's Old Paradise Street Street in 1971, when two brothers Bruno and Sergio Costa from Italy, with a passion for irresistible coffee, created COSTA's unique mocha Italian mixed beans and opened their first coffee shop in central London. They combine Arabica and Robst coffee beans perfectly to preserve their charming aroma and oil through slow baking.

In last year's double 12, COSTA launched four new Christmas products with a strong sense of presence: black Forest Hot Chocolate, Bree Caramel Latte, Caramel Cookie Cappuccino and Christmas Heart Latte. More than 18000 copies were sold in two days, bringing about more than 720000 of the direct transaction value. On Weibo, Wechat and other new media, these four new products are also well received, and there is a great tendency for new products to become popular.

For the catering industry, food innovation is an eternal theme, the introduction of new dishes can enhance the stickiness with customers and improve customer satisfaction. But the problem is that in the vast ocean of the market, it is extremely difficult for consumers to identify, remember and fall in love with a new product in a short period of time. According to statistics, less than 7% of the new products launched by catering enterprises across the country can finally survive in the market, and there are very few new products that can bring sustained profits for enterprises. So, how does COSTA make new products become popular?

The answer is actually very simple. COSTA has successfully turned Shuang 12, which has a large amount of online and offline traffic, into its own "new product launch".

COSTA is one of them. On December 7, 2016, three days before the official start of double 12, COSTA joined the battlefield ahead of time to launch a half-price coupon for Alipay users on the big-brand Kuaijiao channel on Alipay's word-of-mouth platform. As an important traffic entrance of Alipay's word-of-mouth platform, the biggest feature of the big brand fast grab channel is that it has thousands of people and faces, which is promoted entirely according to users' daily consumption level, consumption area and consumption preference. Take COSTA as an example, the new voucher launched by COSTA will give priority to users with coffee consumption habits. The promotion is accurate and the conversion rate is naturally high. Operation data show that nearly 30% of the users who receive COSTA new vouchers end up buying these new products.

After the double 12 officially started, COSTA continued the idea of promoting new products, using Alipay's word-of-mouth transaction return voucher function to give half-price coupons to some trading users, the conversion rate is also amazing. The person in charge of COSTA said afterwards that the promotion effect of Shuang 12 is far beyond our expectations, and we even regret that there is less coupon allocation now. If we let go, we believe that the final conversion result can be several times more.

The mobile Internet has become a booster for new products to become popular. In fact, not only double 12, in the daily store operation, a large number of catering enterprises have begun to make full use of the fast fission and wide coverage of the mobile Internet to try to promote low-cost new products.

For example, the famous restaurant company Haidilao. In the middle of this year, in order to quickly form user awareness, Haidilao and Alipay cooperate to promote 6 new products. Word of mouth accurately pushed coupons in different periods and other ways, and nearly 40000 coupons were written off in the first week of the event. Through this event, Haidilao's order rate has increased from 5% promoted by traditional channels to 20%, quickly turning the new product into one of the most popular dishes.

Similarly, Xiao Yang, a special Shanghai restaurant, is fried. This summer, combined with crayfish hot spots, Xiao Yang Sheng Jian and Alipay word-of-mouth to promote "crayfish raw fried". More than 30,000 crayfish were sold in a month, and the overall turnover increased by 30%, bringing direct revenue to the brand.

In the catering industry, the introduction of new products is a very important issue. High-quality products can not only attract more new customers, but also deepen the connection with old customers, and the whole process of promoting new products is of great help to improve brand awareness, which can be said to kill more than one stone. How to put their new products on the market, COSTA has explored a feasible path, the majority of catering businesses can learn.