The guest coffee has sold hundreds of millions of cups. How does it do it?

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

Guest coffee is marketed with an attractive story-spokesperson Chen Yihan holds a cup of guest coffee, and what really pokes people's hearts behind it is the sense of healing brought about by a marketing advertisement: encounter a good life.

"Buy family coffee = love life" is to create a concept for consumers. The marketing idea of the slogan "I met a beautiful cup on the street corner" received a good response from consumers, eventually reaching more than 60 million views and more than 40, 000 discussions on Weibo.

In the streets of spring, the crisp sound of high heels, a sweet literary star brought a cup of coffee. I met "just go", "Mozart", "No lollipops", "tree classmates", "sunny self", "City of the Air". In the advertisement, Chen Yihan walked through the streets of Shanghai with a paper-cut in the shape of a coffee cup and encountered a lot of the beauty of life.

The temperament of Taiwan's fresh artist Chen Yihan is very consistent with the brand tonality of this coffee. The refreshing literary video quickly went viral, and then the topics of "meeting a beautiful cup with Chen Yihan" and "Chen Yihan's family coffee relay" quickly attracted more than 60 million onlookers on Weibo.

Netizens have learned Chen Yihan's literary accent and shared their lives on Weibo, with more than 40, 000 people participating in the topic discussion alone. The promotion of the whole family can be said to have reached a new height.

Stabilize the product first

The guest coffee in the advertisement is the cross-border goal of Quanshi convenience store-to make freshly ground coffee one of the best-selling products in the whole family convenience store.

In 2015, the whole family began to make "freshly ground coffee" and named it "guest coffee". Not many people knew about it.

Then, like all brands, full time began to upgrade its image, taste and standardize the production process to ensure the quality of the coffee. The whole family also claimed: "the cost of guest coffee is ten cents lower than that of Starbucks, but the price is only 1/3 of that of Starbucks."

Who bought the coffee? According to the deputy general manager of the whole family, the whole family screened loyal customers in the millions of member systems and found that only 11% of them actually bought coffee, but these 11% bought 45% of the family's coffee.

For consumers: the whole family offers activities such as discounts on desserts with coffee to enjoy an afternoon tea more cheaply than sitting at Starbucks.

Stabilizing the product first and then marketing it is their big idea.

If the pressure is not enough, use story marketing.

There is no doubt that there is still a big gap in the whole family's guest coffee compared with Starbucks and COSTA. But they did a good job in story marketing:

In this story, Chen Yihan's girlish temperament, coupled with a cup of "walking" coffee, brightens the eyes of people in busy lives: life is to encounter beauty. Therefore, with this cup of coffee, it brings a way of life that people love to accept: very stylish, very healing, very stylish, very romantic.

In online activities, consumers can also take photos and submit their own photos to Chen Yihan's coffee relay event, while participants have prizes such as coffee coupons and round-trip air tickets to Taiwan.

This is the heart of guest coffee: to shape the consumption scene, cultivate consumer behavior habits, enhance the influence of the brand, and create a large "group" to circle powder.

The promotion behind the social culture

It is said that before this marketing event, the whole family solicited 100 beautiful clues to the broad masses of users, and these 100 clues are the 100 scenes of guest coffee.

There are red rain shoes on rainy days, awkward ex-boyfriends I met by chance, perfume with Prague memories, and I hate the empty seat of the supervisor. 100 small details of life, and finally put together these scenes into a short advertising film, intended to create for consumers a "buy family coffee = love life" concept. This marketing idea has received a good response from consumers.

This wave of publicity has worked well, with more than 60 million Weibo readers on the topic, and has also attracted spontaneous contributions from many netizens. In the era of developed social media, taking photos and sharing small details of life with mobile phones is something many people are happy to participate in.

▲ was born with this brand-new ad, along with an H5 work of the same name, holding a cup-shaped paper-cut of guest coffee with Chen Yihan and encountering beautiful things in different scenes.

In this social culture, consumers are actively attracted, so it resonates strongly, and spontaneously sharing the experience through social media to become a brand "spokesman" is the key point of brand marketing.

The whole family uses spokesmen and opinion leaders such as Weibo to lead the trend of social sharing and relays through "relay sharing". Because the form is fun and interesting, consumers' enthusiasm for sharing is triggered, and they use photography to record the beauty around them. and share the beauty out, forming an atmosphere of thousands of endorsements and a steady stream of potential energy.