It was not the coffee that beat Starbucks, but the bear in the store!

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

Li Qiang, author of just want to Open a Cafe, said: in that year, it was not the coffee that beat Starbucks, but the bear in the store!

This conclusion is precisely the popular buzzword "bring your own IP", and "IP" marketing is also moving towards the catering industry and releasing extraordinary "equivalent".

Today, let's take a look at "bring your own IP".

Teddy accompany you, a coffee brand born in Chengdu in 2014, has grown from obscurity to a regional marketing pioneer in just one year.

During this period, "Teddy accompany you" did not spend any media publicity and promotion expenses.

"Teddy accompany you" quickly into people's eyes, relying on everyone's favorite teddy bear, teddy bear is the "IP" of this cafe.

Teddy is with you.

1 what is IP marketing

Speaking of IP, more people may first think of the IP address of the Internet. But in the current marketing, IP is more equivalent to the signboard, content, or the extension of the industrial chain.

Celebrity is "IP".

To take the simplest example, Han Han and Guo Jingming both have strong IP marketing ability in literary creation. By virtue of the influence of novels and words, they have won the most primitive fan group, which has formed their own brand IP.

On this basis, no matter how Han Han and Guo Jingming extend the IP industry chain, its fan effect has formed a kind of spontaneous market cohesion. Therefore, in the era of the writer's transformation as a director, the series of "Hsiao Hui" and "tiny Times" have formed eye-popping effects at the box office.

This is called IP brand marketing.

2 how do catering brands win with the help of IP marketing

When an IP audience is richer, the linkage between the dimensions is closer, so that all parties can work together to enhance its value.

"Teddy accompanies you", has fully developed this IP linkage marketing.

"Teddy with you" first came into people's attention because of the teddy bear.

In some crowded stores, you will see a huge teddy bear booth, which displays all kinds of Size teddy bears, with prices ranging from tens of yuan to thousands of yuan, or even tens of thousands of yuan.

Young people shopping in the store or families with children will stop in front of these teddy bears to take a picture, or simply buy some moderately priced teddy bears to go back.

When you buy a teddy bear, you receive a free drink coupon for coffee, so you are naturally introduced to a coffee world full of teddy bears. When people inadvertently walk into a world full of teddy bears, they instinctively take pictures and share, easily bringing this different cafe to more people.

This seemingly inadvertent teddy bear is actually an extension of the IP industry chain. This IP marketing not only fully develops the audience of teddy bear, but also links and grafts this extension to the coffee industry chain. This is more convenient and beneficial than the traditional marketing method.

Everyone's favorite teddy bear is a "IP" with its own traffic.

According to the general promotion thinking, a product without any brand foundation will mostly rely on group buying or influential food media to promote the brand and attract the initial customer group.

And "Teddy with you" didn't do that. Rely on a small teddy bear, caught the attention of the whole market.

During the year of the rapid development of "Teddy with you", founder Luo Jianhong put this eye-catching doll in major stores, in various famous car shows, in famous real estate. Taking advantage of people's love for teddy bear dolls, it has attracted batch after batch of experience users. And these users rely on the Internet to share, attracting more consumers.

Relying on IP marketing, the cafe successfully cooperated with auto show and real estate.

During this period, "Teddy with you" not only saved the cost of traditional media promotion, but also successfully earned fees for cooperation with auto shows, real estate and the sale of teddy bears.

Relying on the spread of the Internet, "Teddy accompanies you" out of a unique teddy bear marketing route. The teddy bear's own IP marketing and fan extension has done a good job.

Marketing Enlightenment of 3IP Marketing to Catering Market

In fact, unlike the cultural industry, the catering industry has a unique content ICON. But some mature fast food enterprises, such as McDonald's, can still develop some mascot brands and create their own catering brand IP marketing market.

The mascot is the free spokesman of the brand.

The mascots of these food and beverage brands are the IP of food and beverage brands. While consumers chase these mascots, they will pay more RMB than you can imagine for these mascots.

Imagine the mascot packages launched by KFC and McDonald's, which are purchased by consumers with a wide range of ages. In the final analysis, this is an era of fans winning. Consumers of this era not only pay attention to the taste, service and cost performance of food and beverage, but also chase the avant-garde and heat of the market.

As Luo Jianhong, founder of "Teddy accompany you", said: the previous catering business, often rely on products and services in the interaction with customers. Really develop the second marketing IP interactive products, can stabilize their own consumers.

This is not only an era of innovation, but also an era in which users regain the right to speak. In such an era, catering operators how to grab users' eyeballs and how to cultivate consumers' product loyalty is the key to determine whether a brand can impact the market and cause a product sales boom.

And those who have no sense of brand, no loyal fans, no IP ability of the "three no" enterprises, the market route will be narrower and narrower, until the reshuffle.