Can Zoo Coffee, which is wholly acquired by Chinese capital, turn around gorgeously by virtue of the potential of IP?

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"after the wholly-owned acquisition, I think we know more about China." Li Jing, general manager of Zoo Coffee, said.

Coffee is a category with natural social attributes, while the cafe, which is a "third space", has become the scene where people stay most outside the home and office. "Cinema, restaurant, shopping, is the destination consumption, after consumption will leave, but in the cafe, you will stay." Li Jing told 36 krypton that coffee is still a "light luxury" product in China, and the average white-collar worker consumes less than one cup a day. But coffee is "aggressive", and when you get used to it, you will feel that you can't do without it.

One set of optimistic figures is that China's coffee industry is growing at 15 per cent, much higher than the global growth rate of less than 2 per cent. Five years later, the outlook is promising.

Another less optimistic set of data is that the China Food and Beverage report (White Paper 2017) shows that 14807 cafes closed in 2016, with 90 per cent of the closures in the second half of the year. Among them, Shanghai fell by 6% last year, Beijing fell by 20%, and Chengdu fell the most, reaching 28%.

The once-popular Korean coffee has been losing ground in China, and there have been many analytical articles. With the genes of Korean coffee, how can Zoo Coffee turn around after being acquired by Chinese investors?

First of all, reorganize the brand system. "Zoo Coffee" is a standard store, about 400 square meters, and there are 250 + stores all over the country. In addition to the standard store, establish a high-end brand "City Zoo", a super store of 700-1000 square meters. Less than 20 square meters of "Mini Zoo", for office people, mainly take-out consumption. In addition, "Zoo Life" is not only the general name of brand lifestyle, but also Zoo Coffee's IP Animal Mall.

In addition to the four brands, the "Zoo Toy" doll machine will also be launched at the end of this year, with plans to reach 2000 in March next year. The dolls in the doll machine are all IP style. Even if you can't catch the doll, you will return a 10-yuan coffee voucher to drain the coffee shop.

Secondly, the animal elements should be IPized. Why did you put forward the concept of "Zoo Life"? 'We interviewed a lot of people and found that everyone had an animal in their heart, 'Mr. Li said. Some people think they look like pandas, some people feel like koalas, and some people think they look like giraffes. "Zoo Life, with animals as the main visual element, an emotional attachment element, to define a new way of life.

The IP system can be divided into two parts-the first part is the original IP image of Zoo Coffee, such as zebras and giraffes; the second part is "Zoo Friends", which works with well-known IP to turn coffee shops into a favorite channel of IP by taking advantage of the potential energy of mature IP. As part of the Sinicization of the brand, Chinese animal elements are also within the scope of IP's plans, such as pandas, cranes and snow leopards.

Working with all the (well-known) IP, Cafe + Movie announcement + IP is one of the ways to maximize offline traffic. Costa+ Ghost blowing Lamp Series is also a marketing case that borrows IP potential energy. The IP image chosen by Zoo Coffee is related to animals, such as "where are the fantastic Beasts 2", "Zootopia", "Bear haunts", "Monster Hunt" and so on. In addition, the pop-up shop is also a form of cooperation, especially in the "monster-infested" Easter.

Li Jing told 36 Krypton that Zoo Coffee has 250 + stores across the country and has 40 million offline traffic a year. The income of coffee and simple meals is just one of them, how to transfer online traffic to online traffic, resulting in higher consumption, thus raising the unit price of customers.

For example, in space, the use of idle space, increase experiential consumption (such as oil painting studio), idle resources into scene consumption; another example, IP products, provide different SKU, a variety of animal forms of consumer goods. In addition to female users between the ages of 20 and 30, household users with children are also the main consumers targeted by Zoo Coffee.

To Chinese Zoo Coffee, think that its biggest advantage over other brands lies in the extension of animal IP. But after all, Korean coffee is in front of the decline, can Zoo Coffee rely on the existing brand potential and IP to try to achieve a gorgeous turn?