Even if there is no physical store, how do you market the coffee? Online comment: does the coffee taste good?

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Why can [even coffee] who run errands get 158 million yuan in B+ round financing?

Lian Coffee is a coffee brand that only delivers takeout and does not eat in the hall. It is very convenient for office workers. You can place an order on the official account of Wechat.

But it does not even have a physical store, how on earth does it carry out brand marketing and promotion? Let's analyze it:

1. Why did you choose even coffee?

Common, more mature social customer acquisition takes the following two forms:

Invitation rebate: every time a new user is invited to register, the inviter (old user) will be rewarded.

Wechat sharing red packets: sharing red packets or coupons to Wechat, new and old customers can get them, which can not only promote the number of daily active users and orders, but also get new users.

Even coffee, as a lightweight (only one service number) simple business (coffee distribution) product, each of these two modes is excellent.

two。 Analytical thinking

This paper draws lessons from a sharing article by Yan Le, the former vice president of daily excellent fresh, turns the formula of customer acquisition efficiency into sharing efficiency * 10 transformation efficiency * sharing frequency, and intuitively analyzes the two customer acquisition modes of Lian Coffee.

Sharing efficiency, how many people are willing to share the existing user stock for me.

Conversion efficiency, how many people can be converted into my new users after reaching the audience.

Sharing frequency, among all the people who are willing to share, will help me share several times in the user survival cycle.

This formula can also be used for other customers to obtain product design ideas and effect analysis. The original link will be placed at the end of the article, and strong Amway will give you--

3. Model 1: growth Coffee (invitation rebate)

The model of inviting rebates is common on many e-commerce platforms (such as NetEcola, Daily excellent, Enjoy, etc.).

Even if the coffee flow chart is shown above, users can easily share pictures with others, and the rules are very simple. Users who follow the code you share, you can get coffee rewards when you follow and the first three orders, and you can accumulate.

Applying the above formula, the analysis is as follows:

1. Sharing efficiency = sharing motivation * sharing convenience: 7 points / 10 points

How to improve sharing efficiency, first of all to know the motivation of regular users to help you Amway.

There are only two things, either rich or interesting.

With money, even coffee is made bluntly. I'll give you a cup of coffee. As long as you bring in a new customer who has placed an order for more than three times, you can get 0.1-0.2-0.3-0.4 = 1 cup of coffee. This temptation is quite big for a coffee user.

It was fun and I did it. Every time someone pays attention or places an order, the growing coffee will be a little fuller, and the bubble will prompt + 0.N cup of coffee. Watching the coffee fill the cup a little bit, there will be a kind of cultivated pleasure.

Second, sharing convenience.

The form of the picture + the positioning of the Wechat service number makes it very convenient for Lian Coffee to share. Send it to your friends / moments with one click, which is much less difficult. In addition, the position of the [invite rebate] button is very eye-catching, and the copy pushed after clicking the button is also very simple and seductive.

two。 Conversion efficiency = content dissemination * conversion driver * conversion convenience: 8 / 10

The communication content shared by Lian Coffee's [invitation rebate] is relatively common, which is a picture that changes with the main product, with the user's nickname, profile picture, sharing language and official account QR code.

But the Wechat service account is simply too powerful in terms of conversion efficiency compared to APP products.

After users see the picture, long press to identify the QR code, one click to follow, the following is the order coffee button, and after the new attention, there will be text to guide the newcomer to place an order with a discount.

Compared to APP needs a download page-click download Wechat can not directly jump to the app store, to the store to manually click the download button, when the network is poor, a few M do not want to download, download opened to see the home page did not place an order … Conversion efficiency service number KO all APP.

Here, where even coffee can be optimized is that pictures can be made more generous and attractive, and user sharing words can be customized and edited, and after following, you can directly put coupons into Wechat card coupons (I don't know if Wechat can be realized). The effect should be better.

3. Sharing frequency = the number of times a user shares in the lifecycle: 5 / 10

There's not even much about coffee here.

The ways to increase the sharing frequency are: 1. Increase the sharing ranking, which is courteous, such as getting the highest user every day and sending a cup of coffee; 2. The more friends you share, the richer the reward, such as 0.0N cups of coffee for the Nth user. Share every day in a row, and you can get a separate gift on the N day. For example, get one [Monday buy one get one free] at the end of the week; etc.

Mode 2: coffee bag (sharing red packets)

The mode of sharing red packets is common on many platforms with order systems, such as mobike, ele.me, etc.

The flow chart of Lian Coffee is shown above. After the user places an order, a message will guide you to share the blessing bag to Wechat. After others grab the red packet, they can get coffee coupons, 0.0N cups of coffee and basic free coffee (for new users only, can be forwarded).

Applying the above formula, the analysis is as follows:

1. Sharing efficiency = sharing motivation * sharing convenience: 9 / 10

Since Wechat invented WeChat red packet during the Spring Festival N years ago, the concept of red envelopes has grown wantonly on the Chinese Internet.

Moreover, handing out and grabbing red envelopes is something that users will never get tired of.

I asked a large number of friends around me, if you place an order, you can send a red packet for friends to rob, you can also rob yourself, different people can also joke about less robbing, will you send it? The answer is that 99.9% of people will, unless their network is down or their cell phones are dead.

From the perspective of sharing motivation, even coffee is a vivid red packet made by UI, which is also rewarded with generous products, which are both interesting and rich, and the sharing efficiency after each order is excellent.

Moreover, the sharing shortcut button for even coffee is sent in the form of a message. If I forget to place an order in the morning, I can share it in the afternoon, and I can share the same link with other groups tomorrow and the day after tomorrow, making it easier to share.

two。 Conversion efficiency = content dissemination * conversion driver * conversion convenience: 9 / 10

Spread content: grab the red packet = 10 out of 10.

I don't have to ask my friends around me to guess that if someone in a group sends a red packet, as long as it is seen, most people will click it.

Conversion drive and convenience = 8 points.

After opening the red packet, if you have followed the [Lian Coffee Service number], you will directly open the "order Coffee" page; if you have not followed it, a QR code will be displayed, and the scan code will directly follow the official account.

Once again, WeChat Mini Programs and the official account have unique advantages in sharing and communication. Think of your own APP sharing conversion rate and at least six or seven steps in the middle, and once again express envy and envy for Tencent father's own sons.

Another: although pinduoduo is also an APP, but it uses H5 page to achieve a rapid conversion, as long as 4 steps, interested can have a look.

3. Sharing frequency = the number of times a user shares in the lifecycle: 6 / 10

There is not even much about coffee here, and every order is the same prompt and sharing content.

But placing an order itself is incentive, and each consumption accumulates [growth coffee], which motivates users to place orders for many times over a long period of time. This is in the category of user growth system and is not discussed in this article. But user growth and acquisition by regular customers are still a good match.

And the closed-loop process of [grabbing red packets-receiving coupons-wanting to place orders with coupons-issuing orders can give out red packets] will make the red packets of even coffee roll from one group to another, from one department to the whole company. It's getting bigger and bigger like snowballs.

So last but not least, even the coffee tastes good? Which one tastes better? Let's listen to the comments of netizens.

Netizens' comments:

Lian Coffee is a coffee brand that only delivers takeout and does not eat in the hall. It is very convenient for office workers. You can place an order on the official account of Wechat.

There are often 4 "free 2" and other 🈵➖ activities.

There are 99 sets of meals that contain 5 cups of coffee and are free of charge.

So far, I've had his Irish orange latte, iced pomelo, cold extracted rose latte, hot vanilla latte, hot bullet-proof coffee, ice mocha.

On the whole, the coffee flavor of its coffee is not very strong, that is, the proportion of coffee is relatively small, and the price is higher than that of Star Dad costa Pacific people, and it doesn't need the sun to buy it at all.

What I like most is the unusual mocha dad costa in other coffee shops and Pacific mocha. I feel too sweet every time. I don't like it so much, but even the coffee house's mocha chocolate is strong, but not sweet chocolate slightly overshadows the deep taste of coffee.

I don't feel much about the bulletproof coffee pushed by several friends.

The most ridiculous thing is that the cold extract of ice pomelo is to add some honey grapefruit tea to the cold coffee, which is super strange taste. Anyway, I will not drink it again.