By running 5000 fans and selling coffee to 30 million turnover, how did David choose to do it?

Pay attention to coffee reviews (Weixin Official Accounts vdailycom ) and find a beautiful cafe to open your own shop

David's Choice Cafe is an O2O cafe with the theme of e-commerce, which not only carries the regular functions of cafes, but also serves as an important link for offline display and tasting of David's Choice E-commerce system.

By operating 5000 fans and selling coffee to 30 million turnover, how did David's Choice do it?

Most Chinese people did not have the habit of drinking coffee in the past, but the foreign coffee culture has become more and more influential on Chinese young people and white-collar workers in the past decade, which has also contributed to the emergence of local coffee brands in China.

However, many local coffee brand management, sooner or later will encounter their own bottlenecks.

How to sell coffee, maintain their own customer base, and boost sales of new products are common issues faced by many local brands.

David's Choice broke through various obstacles faced by traditional brands and walked out of its own path.

David's Choice Cafe is an O2O cafe with the theme of e-commerce. It not only carries the regular functions of cafes, but also serves as an important part of the offline display and tasting of David's Choice e-commerce system. On the day of its birth, it was praised as "the most concerned crowdfunding coffee in 2014".

Not only that, he also relied on 5000 fans to sell coffee for an amazing 30 million a year. David's choice has what kind of extraordinary place.

1. Interaction with customers to create a secondary animation image IP

David's Choice initially wanted a name similar to Victoria's Secret, a bit mysterious but with no specific meaning. There was a King David in the Bible, so we chose David, forming the later David's Choice.

The image of Uncle Wei comes from a video advertisement shot.

The advertising agency found a Spanish uncle model with a big beard to shoot. The shooting effect was very good that day. The image of this uncle became the prototype of the cartoon image of Uncle Wei now.

After the video advertisement went online, it caused a wave of user interaction on WeChat and Weibo.

They directly called this person "Uncle Wei" and would tease him if they had nothing to do: for example, showing leg hair or chest hair, because the model was full of hair.

Therefore, after the saying "Uncle Wei" became popular, we made a two-dimensional image, which is now the cartoon of Uncle Wei.

2 Reverse thinking makes up the brand story

With such a character and image, we begin to think about how to enrich his character.

At that time, we had a young colleague who had been working in the second dimension for a long time, who gave us a lot of inspiration. His point of view was,"If this image has already happened, you don't need to do it to recover, because it has already happened."

We can try to work backwards to clarify his portrait and personality."

In other words, the image that "Uncle Wei" has become today is the result of interaction with users, and we don't need to change it; and why "Uncle Wei" is like this, his background, experience and so on, we can reverse to deduce.

Therefore, Uncle Wei has such a character setting: he is a coffee business living in a courtyard in Beijing.

Being able to live in a quadrangle means that his background is good. We began to fabricate that his grandfather was an Englishman, and he was a gold captain, a grave robber, who once had hallucinations in Ethiopian tombs and dreamed of "equatorial baking method", which is also our concept of product development.

This grandfather married a Chinese woman later, so there was Uncle Wei later. In this way, we complement the brand story and also establish a connection with our product marketing.

Many women need a "male number 4" to vent their emotions, and he happens to be a coffee seller.

1. Establish a clear "portrait" of the target user

When it comes to the image of Uncle Wei to help product marketing, our approach is like this. We carefully considered the typical image of our target customer and finally divided the user into three distinct categories through user research.

The first type of image is "Little Princess in Advancement". This type of user generally lives in a third-tier or fourth-tier city and lives an ordinary life. He often stays at home to watch Korean dramas. The biggest idol is Long-legged Oppa.

They didn't know much about coffee, and couldn't even tell Nespresso from Starbucks. These users who don't have a lot of rational knowledge of coffee account for a large proportion of users.

The second category is "beautiful young women who forget their teenage dreams". They mainly live in second-tier and third-tier cities, and may also be in Beishangguang. They are basically married. They have spending power, but their lives are boring and their emotional lives are lacking.

The third category is the "counter-attack guy," a small percentage of our users, who may have been born after 1992, characterized by freedom and individuality, and eager to be noticed and respected. They need an example to worship.

2. Accurate analysis of user psychological demands

And then we look at women's demands on men.

In the rapid economic development, women's desire to win is very strong, but in today's society, they have to pin their hopes on men, so they ask them to have cars, houses and cattle X.

However, most men are difficult to do all of them, so they generally place some emotions on some "ideal" male images.

Later, we also studied the reasons for the popularity of "Uncle". For example, there is a phenomenon of "male No.4" in Korean dramas. The "male No.4" in Korean dramas is generally stable in all aspects, but female viewers will have strong feelings for "male No.4".

So we found that these women needed a male object to vent their strong emotions, and Uncle Wei was such a male image. In our WeChat, many women are sharing their emotional experiences with Uncle Wei.

After analyzing the user mentality, we adopted a relatively clever marketing strategy.

In terms of content output, we won't be hard in the circle of friends, the effect of brushing screen is not good, and the conversion rate is also very low. What is the best derivative? First of all, I am a successful person, and second of all, what do I do, for example, I sell cars, or sell jewelry.

And I happen to be selling coffee. So when you have a coffee demand, you think of me, which is a mature way to sell. On the one hand, this is the process of building a brand, on the other hand, it will also bring part of the sales volume.

4 Don't run communities, let them run themselves.

1, brand establishment, maintenance focus on the strategic level, in the tactical level, we do is "community promotion".

Every week,"Uncle Wei" will do a temporary promotion activity."Uncle Wei" will temporarily establish a group, provide a promotion message, and then interact with everyone to announce the strength and specific content of the promotion.

This kind of promotion strength is not necessarily the price strength, may be to launch a Wei uncle's phone case, notebook, socks, or buy a limited amount of thermos cup, but the promotion time is limited to one hour.

The group may attract two or three hundred people in an instant, and then complete a quick promotion, after which the group will be dissolved immediately. This kind of promotion method is very effective.

2. Don't try to establish "strong association" with WeChat group

In terms of regular community maintenance, we initially tried a membership system for all users, but quickly abandoned it.

Because it is unrealistic to establish a strong association through WeChat group, and there are only two people we invest in new media operations.

We will define these groups of friends, have a topic to build a group, try not to let too many users cross too many groups.

For example, once we did a crowdfunding of high-end coffee beans in Jingdong, we did a series of online course sharing based on coffee beans, so we established a group. This group later became an interest group for coffee beans, which did not need special maintenance and has been active to this day.

Similarly, we will build various communities based on the interests of users. They may chat about gossip, chat about stars, chat about various topics. We will not interfere. If a group dies, we will not try to activate it.

However, it is interesting that every time Uncle Wei's WeChat appears in the group, it will cause users to cheer. Although Uncle Wei won't appear often, he can become the link and core of these different communities.

3. Let the community become the engine of new product sales

In fact, our sales volume in e-commerce channels accounts for more than 90% of our sales volume, and the community bears more responsibility for the promotion of our new products, because the cultivation and acceptance of new products requires quite a process. This is also a stable way of playing that we have explored.

For example, we now launch a snack, I can quickly achieve two or three hundred sales of new products through the operation of the community, with such sales base, we quickly do some e-commerce operation skills, such as Taobao customers and gifts, to expand sales to thousands of levels.

At this time, we can participate in some small activities of the platform. The product itself has selling points and repurchases. The product will soon range from one thousand to several thousand. A new product can become a drainage model or an explosive model in about a month or two.

Of course, when we make new products, we must do enough investigation, and the new products themselves also have enough bright spots and selling points, so we should not launch new products at will.

5 Why David's Choice Succeeded

Focus is the basic principle that a startup company should abide by; just started to do fresh David's choice, can quickly change the way of thinking, from the "pit" to find the "gold mine", tell us to focus on a segment of the importance of a startup;

2, the best way to sell, not I sell things to you, but I make friends with you, I happen to be selling things;

3. Clarifying the image of target users and studying the psychology of target users is the first step in marketing.

4. IP without content can only be called "brand". Through interaction with users, the image of "Uncle Wei" is established and enriched. Content produced by users is a huge highlight of David's Choice marketing.

5. The successful establishment of the image of "Uncle Wei" also benefited from the "careful planning" after the "unintentional insertion" and the careful consideration of the user's psychology;

6. It is unrealistic to realize "strong connection" through WeChat. Interest is the original driving force of the community. For the community operation,"doing nothing" better maintains the customer group of different interest points, screens out effective user communities, and Uncle Wei also connects different communities in series, leaving a "back door" for later marketing;

7. The perfect e-commerce channel did not make "David's Choice" abandon the existing online community, skillfully use loyal community users to launch new products, boost the initial traffic, and form a clever and mature play.