Even the frequent shortage and refund of coffee can the Douyin advertisement of papi sauce save even coffee?

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Caught off guard, Papi Sauce's first advertisement on Douyin was Lian Coffee, so after taking a look at this ad, which is not like the advertisement, it received more than 80, 000 likes, more than 1100 comments, 1400 retweets, and orders soared in 48 hours!

A new retail brand that makes coffee delivery, even coffee, frequently breaks through the boundaries of coffee in terms of category.

Founded in 2014, LianCoffee, which uses the WeChat account "LianCoffee Micro Service" as the entry point, provides ordering and purchasing services for consumers, Starbucks and COSTA, accumulating valuable user data: who likes coffee delivery, what flavor and even temperature they like, and how coffee can be delivered to maintain temperature and taste. But recently, netizens have revealed that there are frequent problems such as distribution and out of stock.

Uncontrollable distribution service, due to refund problem of distribution service

In the competition of delivery mode, distribution capacity will become the key to determine the outcome. With the continuous expansion of the scale of Lian Coffee, Lian Coffee reached a deep cooperation with Meituan's open distribution platform last year, with Meituan providing professional distribution services for Lian Coffee.

Even coffee applied for a patent for the package of the delivery box. This kind of packaging is mainly to solve the problem of the decline of the quality of freshly ground coffee on the way of distribution. Users can enjoy the same taste as freshly ground coffee even if they order takeout. However, the problems such as distribution timeout and dumping caused by uncontrollable distribution services are difficult to avoid, which seriously affect the user experience.

A netizen posted Weibo, and the delivery timed out for almost 3 hours.

Refund problem due to distribution service

And lost the trust of the customers.

(if takeout coffee is really undrinkable for more than 3 hours)

The supply chain cannot support orders, and even coffee is frequently out of stock.

In April, Lian Coffee Mini Program launched a new attempt of "coffee group purchase". Within three hours of launch, 100000 people had successfully completed the group purchase. Mini Program also draws nearly 200000 consumers for the service number of Lian Coffee, more than 2/3 of whom are followed after the success of group purchase.

The rule of group purchase is also very simple, that is, regular users choose goods, initiate group purchases, and invite friends to join the group after payment. Within 2 hours, if 2 new users join the group, it will be considered a successful group purchase. The goods will be stored in the user's coffee store and can be ordered and delivered at any time. If the group purchase is not successful, there will be a full refund.

Because the original price of a group purchase is different, the group purchase price is also set as a ladder, which is divided into 1 yuan, 5 yuan and 10 yuan.

The group purchase was successful, but it was out of stock! Out of stock! Have been out of stock for a week, it is really speechless (the customer has finished writing a book for half a day, and the group purchase is done, you tell me that there is no stock?! )

Netizens tested the logistics and distribution of coffee, Starbucks and luckin coffee

(courtesy of netizen "Love food and love haircut to ask him")

At the present stage of homogenization competition in the field of coffee delivery, who can provide more services to meet the needs will be likely to win the favor of more users. Netizens test even coffee, Starbucks, luckin coffee logistics and distribution:

Logistics distribution

Luckin coffee: third-party cooperative distribution, SF. The coffee is loaded in a paper bag, sealed, there is a fixed cardboard holder, the stomata on the lid of the coffee cup are affixed with anti-leakage adhesive tape, and the lid is equipped with a blue cup stopper.

Starbucks: third-party cooperation in distribution, this time the delivery is Dada. The coffee is loaded in a paper bag, there is a fixed hard paper holder, and there is anti-leakage adhesive tape at the mouth of the coffee cup.

Coffee box: third-party cooperative distribution, Meituan. The packing is a small delivery box with a tight lid and a spill-proof stopper at the mouth of the coffee, but some are spilled out.

Luckin coffee: delivery time is about 20 minutes, coffee is warm, complete with a tissue, wooden mixing stick, commercial classic Swire White Sugar.

Starbucks: the delivery time is about 35 minutes, when the coffee is cold, two paper towels, wooden mixing sticks, the same Swire White Sugar.

Coffee box: delivery time is a little long. There is no cup cover, but the coffee is cold when it is delivered. A piece of paper towel, no mixing stick, home-made sugar. Coffee is easy to sour when it is cold, and there is no such thing as a stirring bar.

| | conclusion |

From the fact that Lian Coffee has developed a cup type that can "turn the cup without sprinkling", there is an air layer, coupled with the design of a packing box plated with a special insulation layer, which shows that Lian Coffee has made efforts in the delivery and distribution, and should be more considerate in the delivery link. don't lose the trust of your customers.

Even coffee has been trying around the social scene, the order surge has data for reference, but the supply chain can not support the order? In terms of testing the supply chain, the supply at the current stage depends on not keeping up, and the customer service also says that it is out of stock. As netizens say, even the coffee marketing is bigger, or do you feel that you don't want to give it at a loss?

At the present stage of homogenization competition in the field of coffee delivery, who can provide more services to meet the demand, who is likely to win the favor of more users, although coffee delivery is currently facing many problems, do not break, there is room for breakthrough.