What's the difference between Starbucks Fragrance White and Costa Alcohol White? Isn't it all Flat White?

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[cold knowledge] do you really know how to do Flat White and American coffee?

Not long after Starbucks launched its new single flat white (Chinese name: Furebai), Costa launched the same product with a different Chinese name, called Alcohol Yibai. On Cosat's Wechat public account, an introduction to 'this is the real Flat White'' seems to be shouting to Starbucks. The article also points out that a perfect Flat White and exquisite flower drawing are essential. And Starbucks Flat White, it is a little bit of milk foam, rather than pull flowers, as a sign of selling point.

Conclusion: Flat White is not only a new product, but also a continuation of Starbucks' strategic vision. Costa is still a long way from coming back.

Starbucks launched the fu rui bai, taste, production is not authentic anything is the key, all the focus on the "recognition", regardless of appearance or taste.

1. First of all, let's define what is called 'authentic' Flat White. Must the authentic fragrant white be a little white, or must there be hand-drawn flowers? The answer is: there is no authentic, only preconceived and identified.

Cognitive psychology holds that when people come into contact with strange things, they will use psychological schemata in order to improve their cognitive efficiency. Popularly speaking, in the face of new things, most people will 'take it for granted' and 'brain tonic', rather than study it carefully. So:

(1) avoid overlap with the old schema: it doesn't matter whether the fragrant white is good or not, it must be distinguished from the latte.

(2) establish a new cognitive schema: let consumers take it for granted that a small white spot is the standard fragrant white.

Starbucks did it all, Costa failed it all.

At a time when a considerable number of people are still confused about the difference between a cappuccino and a latte, what mainstream domestic consumers care about is: what's the difference between this product and the coffee I've had before? The picture on the right is Costa's FlatWhite, which coincides with the existing latte schema: a light color with a flower pull above. On the left, Starbucks coffee is darker, highlighting the small white spots and omitting the logo on the cup.

After looking at these two pictures, never mind who is more 'authentic'. Did you find out that Costa has FlatWhite? If you find out, you must be a careful person. 23333. Starbucks, on the other hand, promoted the picture on the left: the billboards in front of each store, the brochures in the store, and even the pictures of Dianping on Starbucks were replaced by it.

Such a strong degree of identification + vigorously promote, in a short time can be 'authentic FlatWhite to have a small white point of the concept' into the minds of consumers, is called brainwashing.

When the opponent's product is the first to establish a strong identification, the smartest strategy is to comply with the trend, make use of strength, and hold on to the opponent tightly.

Do you still remember the popular unified Laotan sauerkraut beef noodles? At that time, this product caught Master Kang by surprise. Master Kang successively launched beef with sauerkraut, spareribs with sauerkraut and chicken noodles with sauerkraut in an attempt to reverse the market, but with little effect. Until Master Kang realized that people's impression of this product was' purple packaging 'and' sauerkraut'.

As a result, Master Kang made a bad move:

How many people mistakenly put the right as the claws that Uni-President bought back. I guess there are still many people who do not know which is the most 'authentic' Laotan sauerkraut beef noodles.

What's the end result? Master Kang said: Laotan sauerkraut market share has exceeded half.

The same is true of the struggle between Wang Laoji and Jia Duobao.

And Costa is really affectionate: not only is he not close to his opponent, but he also proudly says that Flat White without exquisite hand-drawn flowers can't be said to be an authentic Flat White. He's really trying to figure out who's more authentic. He's really trying to figure out who's more authentic.

This is the first time that Starbucks has released a Weibo screenshot of Flat White:

When they see this Weibo, ordinary people usually focus on the black posters at first glance, attracted by interrogative sentence patterns such as "Xiaobai dot" and "what is fragrant white".

And Costa?

Where's Costa?

Costa?

Cos

....

...

..

.

Five pictures, one video, balbal, a lot of crap.

There is no distinguishing point.

It wasn't the mole. Who did it? Have you ever browsed Weibo? scan a Weibo for 1-3s and skip without strong differentiation information.

So most people may be: Oh, Costa push ads again, bored to death, pass. How confident you are in yourself, fans want to open the picture one by one to see what Flat White is, and open it, as in the first picture of this article, still can't see it. Do you want to click on your video? Don't pull my leg.

If I am Costa, never mind who came out first. At this time, Lahua hurriedly withdrew and changed to a small white spot, and it was good to have a name of 'fragrant white', so that it could be saved.

But he said triumphantly that the Flat White without flowers could not be called authentic. Triumphantly said that there is no pull flower Flat White how can be called authentic.

So no matter whose Flat White tastes good, Starbucks has mastered the industry standard of Flat White.

Besides, taste: Starbucks thinks hard, how can we make these rookies drink? Remember the Ristretto concentrate introduced in one of my posts? it tastes stronger than ordinary espresso.

All three production points of Starbucks Frappy:

1. Press one more button: Ristretto;-- more coffee

two。 Add an extra portion of concentrate;-- stronger coffee

3. Dora is a rookie-- you can tell if you can't drink it.

In a word: anyone can drink it. It's a new product. Even if you can't drink it, you have to see it.

Costa, hehe. Anyway, I don't know how to do it.

two。 Starbucks' new product is just a cover, which is the first attempt to further consolidate market share and strategic transformation.

The product itself is not the point, the new product is to attract people's attention and let more people into the store. What about when you get into the store?

Take a look at what Starbucks has done with this new product:

(1) Coffee Culture Festival: the coffee classroom is changed to once a week, the main content of the classroom is the difference between latte and fragrant white, and a brief introduction to several traditional fancy coffees.

(2) change the cup cover design:

(3) change the menu:

Compared with the old version, the important change occurs in two arrows: the Q version of the pattern implies that a little girl is more bourgeois to have a piece of cheesecake. Baristas recommend plates, most of which are already on the side menu, but they are all products with high unit price. The board is specially distinguished in green and placed directly above the cash register. It is a good news and nightmare for people with choice difficulties.

Can you see that? The three actions are all aimed at attracting rookies who can't drink coffee and have never had it before, and train them to become new coffee lovers. This kind of person's money is the best. People who really know how to drink coffee, you can't make money from this kind of chain.

After hacking Costa, Starbucks launched a new product that matched a series of strategies. As for you, seeing that they have a new product, hurry up to announce: we have it, too! It is simply the level of management of a child.

However, the director said before, Starbucks coffee quality is not very high ah. He taught everyone that he didn't give himself away.

I have to admire Starbucks again.

The domestic coffee industry can be divided into three stages: instant coffee represented by Nestl é, freshly ground coffee represented by the above island, Starbucks and Costa, and boutique coffee represented by boutique cafes and hand-brewed coffee. At present, in developed areas such as Beijing, Shanghai and Guangzhou, the second stage has been relatively mature, and the dawn of the third stage has begun to emerge.

So at the same time as a series of moves to teach ordinary consumers to drink coffee, Starbucks is quietly embarking on another attempt: to try boutique coffee.

I found that all the newly opened stores, no matter where they are located, have added hand flushing bars. As a matter of fact, I was left at Starbucks by hand-made coffee.

So Starbucks' new product is a move. Every new product launch is with a strong market purpose.

Review this picture again. What button is Long?

It is lengthened and concentrated. Starbucks is so good at doing business that tens of thousands of coffee machines can be used to the extreme. So I believe he has saved a lot of tricks, whether or not to believe that there will be 'strong American coffee' and so on. Or, have you found that Starbucks currently has only black tea and matcha powder, but no green tea drinks? After watching so much, do you think, 'the original Starbucks Flat White is not authentic at all, it is a good marketing job. I really sympathize with Costa and Bad money drives out good.

However, please take a closer look at the full text, there is no place to judge whose Flat White is more authentic. This is the power of cognition and schema. Because in people's existing schemata, good publicity means are often associated with poor product quality. In fact, the two are not irreconcilable contradictions.

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