Brazilian Bailey Coffee: control the global coffee market, it is the well-deserved king of coffee!

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There is an interesting story in the autobiography of Bailey: I know that Bailey coffee is also popular in the Middle East, but I don't know how popular it is. Saddam Hussein was hiding in a hole when he was captured by the US military in 2003, apparently carrying only three things: a machine gun, a box full of dollars and a can of Bailey coffee! "

If divided by football crowd, there are only two types of people in Brazil-professional players and fans. In the eyes of Brazilians, football and coffee is a perfect match. Can not be a day without football, let alone a day without coffee.

Where there is demand, there is market. There are also many cafes and coffee companies in Brazil. Bailey Cafe is one of the most famous football-themed cafes.

There are at least 4 billion coffee trees in Brazil, accounting for 30% of the world's coffee bean production, of which Pele controls 50% of Brazil's coffee bean sales.

Among the many Brazilian coffee brands, what makes Pele stand out as the real "king of coffee"?

one

The divine assist of Pele, the king of ball

As a recognized world-class "ball king", Pele's influence extends beyond age, region, mainland and religion, and his name also affects a series of avant-garde and JQ-filled fields such as sports, music, movies and entertainment.

But what's the connection between Bailey and Bailey Coffee?

It can be said that Brazilians have a passion for coffee. The founder of Bailey Coffee thought that if Pele is used as the name of his own coffee brand, the name Pele will be familiar to the broad masses of football love fans, the Brazilian people and even the people of the world, so as to narrow the gap between the product and the majority of consumers.

Moreover, if we can get the support of King Pele and use Pele as the spokesman of our own brand, it will not only be of great help to the development of our own brand's domestic and international markets, but also effectively fit with our own national culture, that is, Brazil's football culture and coffee culture.

After negotiating the profit sharing with King Pele, the two sides also reached an agreement of interest.

With the full support of the Ball King, Bailey Coffee is naturally developed very fast. So far, it has become a world-famous brand, and its stores are mainly concentrated in South America, the Middle East and Russia.

As an "entrepreneur", Pele was also invited by the Brazilian Coffee Association to devote himself to the coffee industry and served as an ambassador for coffee in mainland Brazil.

two

The brand concept of fashion and modern times

In the modern market economy, brand is an important source of strategic assets and core competitiveness.

For any enterprise, to establish brand awareness and build a strong brand has become the key to maintain the strategic leading surname. Like Larry, a famous American brand expert? As Wright described it: "the future is a war of brands-a competition between brands for the length of each other." Both the business community and investors must realize that only brands are the most precious asset of a company. "

In the modern market economy, the important surname of brand positioning can be seen.

"JQ, Friendship, Happiness, gathering" is the brand positioning of Bailey Cafe, which is a wonderful interpretation of the natural way of life. It expresses that modern people attach importance to the quality of life. The unique spiritual needs of inner feelings.

At the same time, with victory, determination, creativity, excellence and success as the brand spirit, Bailey Coffee is committed to spreading a cross-border concept of the combination of healthy and positive sportsmanship and coffee culture. this brand concept that keeps pace with the times makes Bailey Coffee have a large number of "fans" when it enters the market.

three

A unique condition

Brazilians say: "this is the ideal life for Brazilian men, either playing football or drinking coffee!" In Brazil, coffee has become the most common drink. Everyone drinks it and everyone can afford it.

It is this strong coffee atmosphere and the hot love of coffee that provide a broad domestic market for Bailey coffee.

In the production environment, Bailey coffee is unique. Brazil is located in South America, in the tropics, the north is a tropical rain forest climate, hot and humid all the year round. The coffee tree is a sunny plant, and sufficient sunlight provides excellent conditions for its growth, so the production and sales of coffee in Brazil ranks first in the world.

Serrado, chosen by Bailey Coffee, is a bourbon grown on a manor in the southeastern Brazilian state of Minas (located on a plateau 1500 meters above sea level). Under sufficient natural geographical conditions, coupled with Brazil's long history and technology of growing coffee, Bailey Coffee has gained advantages that other coffee does not have.

Unique production conditions also make it easier for Bailey Coffee to stand out from many coffee brands.

four

The god marketing that sells "fresh" to the extreme

In people's subconscious, it is often only the freshly ground coffee in the cafe that is fresh.

When it comes to coffee in the store, there are all kinds of "stale" questions. In order to let people know that Bailey Coffee is also a "fresh coffee" that is packaged and shipped immediately every day, Bailey Coffee marketers came up with a "magic way".

Many people are still in the habit of reading newspapers, especially when they take the bus to work in the morning. Knowing this, Bailey decided to use it.

Bailey Coffee decided to work with the influential local daily newspaper so that it could get the front page of the newly edited newspaper for the first time every day and redesign it and print it on the outer package of Bailey Coffee.

After the newspaper was published that day, Bailey Coffee also completed the packaging design for the day. The readers of the newspaper were amazed by their creativity. When they received the coffee, they also received the fresh newspaper of the day.

Through practical actions, Bailey coffee explained its own quality to the majority of consumers, but also won the praise of the majority of consumers. For a while, orders for Bailey coffee soared.

Controlling 15% of the world's coffee raw materials, Bailey is a well-deserved "coffee king". However, behind the achievements, there is a cohesion of ingenuity and innovation.